INTERNATIONAL EXPANSION OF SMEs THROUGH E-COMMERCE: THE CASE OF ISTANBUL

This research aims to identify the key strategies that SMEs use to enter and grow in foreign markets through digital platforms, and to assess the outcomes and impacts of adopting e-commerce strategies on SME growth and competitiveness. This paper explores how small and medium enterprises (SMEs) in Istanbul utilize e-commerce to support internationalization. Using qualitative methods, including interviews and document analysis, the study investigates five strategic dimensions: platform selection, logistics coordination, digital marketing, regulatory compliance, and cultural adaptation. The research draws on multiple theoretical frameworks to examine how internal capabilities and external conditions interact to shape digital global engagement. The study contributes to internationalization theory, e-commerce adoption models, the resource-based view, and diffusion of innovation theory. The 25 semi-structured interviews with 10 SMEs were analyzed using NVivo, a qualitative data analysis program. Findings suggest that digital platforms offer both opportunities and strategic challenges, requiring firms to integrate operational agility with learning and localization. This study provides insights into digital internationalization strategies within emerging markets and offers implications for future research and policy. While high-income SMEs may be able to invest in Shopify sites, other SMEs may need to be more cautious. SME transportation cooperatives could be formed based on logistics. Implementing culturally based controls, such as regional differences, holiday timing, and payment preferences, could improve performance.