How Smes Expand in International Business 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 using digital platforms and 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 interpret how internal capabilities and external conditions interact in shaping digital global engagement. The study contributes to the internationalization theory, e-commerce adoption models, resource-based view, and diffusion of innovation theories. The 25 semi-structured interviews from 10 SMEs were analyzed using the NVivo 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.