Co-evolution path and its innovative design of China's export cross-border e-commerce: a case study

Cross-border e-commerce (CBE) is a new mode of trade and has recently become a major new growth point in China's e-business market, in which export cross-border e-commerce (ECBE) has created significant advantages for China's cross-border trade. Within ECBE's rapid development, issues such as information asymmetry between buyers and sellers, and an inefficiency of professional logistics remain unsolved. This is mainly attributable to the numerous participants ECBE has attracted, who prefer to enhance their competitiveness to maximise their self-interest, without considering long-term development on a 'win-win' basis. The CBE ecosystem is composed of participants and its existing environmental factors. Essentially, the main dynamic of an ecosystem is co-evolution. This article analyses the path of co-evolution of China's ECBE, based on the theory of co-evolution and stakeholder theory. By studying four cases of e-commerce enterprises, this paper proposes an innovative interest coordination mechanism for promoting the quick, sustainable development of ECBE.