Barriers to Entry in China's Consumer Goods E-Commerce Market

PurposeAlthough economists and strategy theorists have extensively researched market entry barriers in the Western industrial market and post-entry barriers in the e-commerce market, few studies have focused on entry barriers in the context of the unique challenges in China's business landscape. In this study, a survey was conducted with 139 Chinese marketing executives of consumer goods e-commerce firms to elucidate the dimensions and relative importance of market entry barriers in China. Specifically, this study aims to explore the barriers to entry that exist in the Chinese consumer goods e-commerce market, determine their importance, and identify potential dimensions through factor analysis.Methodology/approachThis study employed an in-depth interview with nine marketing executives from China consumer goods e-commerce firms, and the instrument was revised accordingly. Then questionnaire adopted a simple random sampling method to select 300 enterprises as survey respondents. In total, 195 firms completed and returned the questionnaires by the deadline, resulting in 139 valid responses being collected.FindingsThis study explores 33 entry barriers and reveals seven dimensions of China's consumer goods e-commerce market, highlighting incumbents with an absolute cost advantage barrier as the most significant barrier, and the cost of establishing a branch office as the least significant barrier, as perceived by Chinese business executives.Research implicationsExtant literature has mostly confirmed the value and practical significance of market entry barriers in Western markets or industrial markets. However, there are few studies on entry barriers in China's e-commerce market, particularly in the consumer goods e-commerce market. Our research attempts to provide a theoretical basis for China's consumer goods e-commerce market entry barriers.Practical implicationsStudying market entry barriers can help firms better adapt to market changes, optimize their operational modes according to market demands and norms, and enhance their competitiveness. The exploration of this research could be utilized by e-commerce businesses to become more successful or avoid failure.Originality/value/contributionThis study complements the existing research on market entry barriers in China and the West. It complements barriers to entry into the consumer e-commerce market based on the Chinese economic context.