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Strategic Analysis and Business Model Evolution in Cross-Border e-Commerce: A Best Practice Case Study

In: Economic Resilience and Sustainability - Vol. 2

Author

Listed:
  • Ying Wang

    (International Digital Economy College)

  • Kyriakos Christofi

    (European University Cyprus, PEAK Innovation Center)

  • Elena Tsappi

    (SYSTEMA Research Center, European University Cyprus)

  • George N. Papageorgiou

    (SYSTEMA Research Center, European University Cyprus)

Abstract

This paper presents a best practice case study on cross-border e-commerce (CBeC) through the lens of influencer marketing, focusing on “Domi Interactive Entertainment Media.” It examines Domi’s business model, strategic operations, and market positioning to explore the dynamics of international digital commerce. Using interviews and company reports, the study identifies Domi’s core strengths in web celebrity incubation, AI-driven supply chain management, and platform-based digital marketing. The findings highlight how integrating influencer marketing with adaptive e-commerce systems enhances brand visibility and consumer engagement. The study emphasizes the value of content-driven, tech-supported strategies in overcoming regulatory, cultural, and logistical challenges. Domi’s approach offers key insights into effective digital marketing and operations in the evolving global digital economy.

Suggested Citation

  • Ying Wang & Kyriakos Christofi & Elena Tsappi & George N. Papageorgiou, 2026. "Strategic Analysis and Business Model Evolution in Cross-Border e-Commerce: A Best Practice Case Study," Springer Proceedings in Business and Economics, in: Abdylmenaf Bexheti & Veland Ramadani & Hyrije Abazi-Alili & Christina Theodoraki & Gadaf Rexhepi & B (ed.), Economic Resilience and Sustainability - Vol. 2, chapter 0, pages 49-62, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-04214-9_4
    DOI: 10.1007/978-3-032-04214-9_4
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