국내 중소기업의 B2C 전자상거래 수출활성화 방안: 온라인 해외 직접판매 운영 단계별 애로 사항을 중심으로

B2C Cross-border E-commerce Export Activation Plan: Focusing on Identification of Step-by-step Operational Difficulties of Online Overseas Direct Sales for Domestic SMEs

B2C cross-border e-commerce in recent years around the world have been activated as the global B2C cross-border e-commerce market was growing explosively. Therefore, many local SMEs are trying to enter this promising market and the Korean government is also trying to work out supporting plan for small businesses. This study is to suggest B2C cross-border e-commerce export activation plan for online overseas direct sales of domestic SMEs. In order to draw meaningful implications, this study investigated a step-by-step identified operational difficulties for online overseas direct sales of domestic SMEs through survey, interview and meeting with small businesses which already ran a overseas direct sales business via online. This study will be not only the basis for the government and the government related agencies to prepare substantial support policies for SMEs in B2C cross-border e-commerce but also a reference for understanding the overall market for novice players (small businesses and private sellers) to participate in the new overseas online direct sales market.