Author(s)

ChunYi Lin^*, Chen Li

Affiliation(s)

School of Humanities, Fujian University of Technology, Fuzhou 350118, Fujian, China.

Corresponding Author

ChunYi Lin^*

ABSTRACT

In the realm of international trade, cross-border e-commerce has infused fresh vitality into the traditional foreign trade. Through the deepening of international cooperation in "Silk Road E-commerce," Chinese cross-border e-commerce is actively forging into emerging overseas markets. In contrast to regions such as Europe and the United States, Africa presents a less saturated cross-border e-commerce market, offering a vast "blue ocean" of opportunities. Within the context of the cordial relationship between China and Africa, this paper reflects on the past decade of China's cross-border e-commerce development in Africa and employs PEST analysis to investigate the political, economic, social, and technological factors influencing China's cross-border e-commerce in Africa. Speculatively, this analysis suggests that China's cross-border e-commerce to Africa will continue its growth trajectory. This paper will elucidate the internal strengths and weaknesses of China's cross-border e-commerce through SWOT analysis, forecast the opportunities and threats present within the external African environment, and proceed with TOWS cross analysis and regression validation analysis to generate corresponding strategic recommendations. These recommendations aim to provide specific and concise operational measures for the relevant government departments and cross-border e-commerce industry to navigate the African market successfully.

KEYWORDS

Cross-border e-commerce; China-Africa; PEST analysis

CITE THIS PAPER

ChunYi Lin, Chen Li. Analysis of Key Influential Factors of Chinese E-commerce in Africa Based on SWOT-PEST Analysis Model Empirical Evidence. World Journal of Management Science. 2024, 2(4): 7-23. DOI: https://doi.org/10.61784/wms3040.

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