Title: International Online Sales Channel Research: A Review
Speaker: Jorge Lengler(Durham University)
Time: 10:00(Monday) , April 20, 2026
Venue: Room 1008, Mingde Business Building (Zhongguancun Campus)
Language: English
ABSTRACT:
The increasing reliance on online sales channels (OSCs) for international sales has spurred a diverse yet fragmented body of research. This study systematically reviews OSC-based internationalisation using a mixed-method approach that combines bibliometric and content analysis with a systematic literature review. Our findings indicate that OSCs offer firms considerable advantages, such as reduced physical presence and cost efficiencies, while also presenting challenges, including cybersecurity risks, regulatory hurdles, and strategic uncertainties. To address these complexities, we propose an integrated framework that links internal capabilities and external market conditions with internationalisation outcomes. Additionally, we highlight the role of platform ecosystems in mediating the dynamics between complementors and digital strategies. The review concludes with a future research agenda focused on hybrid OSC models and evolving digital market conditions, providing a roadmap for both scholars and practitioners navigating the international OSC landscape.
SHORT BIOGRAPHY:
Jorge Lengler is Full Professor of International Marketing at Durham University Business School, Durham University, UK. His research interests lie at the intersection of SME performance in international markets, digitalisation of export firms, MNEs’ entry modes, exit and re-entry in foreign markets, and postcolonial relations and their impact on global managers. His research appears in top journals, including Journal of International Business Studies, Human Relations, British Journal of Management, Tourism Management, International Business Review, Psychology & Marketing, Internet Research, International Marketing Review, Management International Review, and Journal of International Management, among many others. Professor Lengler has served as Associate Dean (Internationalisation, MBAs) on several occasions. He has also collaborated with several industry and business authorities to transfer managerial technology to export SMEs from Latin American.