Prospects for Russian Businesses Entering the ASEAN Countries' e-Commerce Markets: Key Export Barriers

The focus of this article is the analysis of the limitations faced by Russian sellers and marketplaces when entering the e-commerce market of ASEAN countries. In the context of sanctions, the ASEAN market may become one of the key export destinations, due to its projected average annual cross-border trade growth and the significant presence of foreign suppliers. The authors analyze barriers in e-commerce legislation, such as the promotion of locally produced goods (e. g., by setting a minimum import price), the establishment of requirements for the registration and licensing of foreign sellers and platforms, requirements for the appointment of a contact person, etc. The authors assess the extent to which such requirements may constitute protectionist policies by countries against foreign sellers, from the perspectives of the WTO and the OECD. The authors considered cross-sectoral requirements for doing business, such as requirements for the localization of companies (opening a branch or local company), as well as special restrictions on foreign investment in retail trade.