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The rise of international ECFs that sell physical goods via a virtual presence in country-specific online shops and marketplaces has supposedly reduced the need for physical presence abroad (Batsakis, Konara and Theoharakis 2023; Brouthers et al. 2022). In practice, however, Amazon, Zalando, or Rakuten added a physical presence within markets to improve customer service and across markets to gain scale effects. Amazon (2025), for example, set up local services and scaled its network of WOS across 21 larger e-commerce markets with modest growth.

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Study 3: Effects of International E-Commerce Firms’ Depth versus Breadth of Control on Foreign Sales Performance and the Role of Market Size and Growth as Context Factors

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  • 发表日期：

    2025年

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  • Marius Müller

摘要

The rise of international ECFs that sell physical goods via a virtual presence in country-specific online shops and marketplaces has supposedly reduced the need for physical presence abroad (Batsakis, Konara and Theoharakis 2023; Brouthers et al. 2022). In practice, however, Amazon, Zalando, or Rakuten added a physical presence within markets to improve customer service and across markets to gain scale effects. Amazon (2025), for example, set up local services and scaled its network of WOS across 21 larger e-commerce markets with modest growth.