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Abstract
The rapid development of technology and communication solutions has resulted in a fundamental shift in international trade in general and it has provided a great foundation for significant growth of e-commerce industry. Multinational companies in online business aim at internationalization strategy from the beginning in order to remain competitive. Despite the interconnected world that thanks to the internet seems borderless, there are country and culture specifics influencing the characteristics and features of e-commerce key players. The paper analyses current trends and development in online shopping environment and observes global expansion of companies that are leaders in presented industry. The statistical evidence supports the increasing trend of e-commerce as well as new modes of consumers’ behaviour; most recently influenced by coronavirus pandemic in 2020 that forces a change of lifestyle and strengthens the importance of the online industry. The analysis focuses on e-commerce in China as an appropriate example in cross-border online shopping due to its immense development on diverse Chinese market and innovative solutions. The case of Alibaba Group, the top global e-commerce company and the only foreign company in top 5 of Czech B2C e-commerce market, is highlighted in regards to its large-scale business structure and advanced services being offered to its customers.
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