Digital orientation and export performance: mediating role of channel effectiveness and boundary condition of firm size in digital export era

This study investigates how digital orientation influences export performance in the context of increasing global trade volatility. Drawing on the resource-based view and dynamic capabilities theory, we examine the mediating role of distribution channel effectiveness and the boundary condition of firm size. Survey data were collected from 438 export-related decision-makers in UK manufacturing firms and analysed using PLS-SEM. The findings show that digital orientation has a significant positive effect on export performance, and this relationship is partially mediated by distribution channel effectiveness. Contrary to conventional assumptions, firm size does not significantly moderate this relationship, suggesting that digitally oriented strategies can enhance export performance regardless of organizational scale. This study contributes to export and digital strategy literature by clarifying the mechanism through which digital orientation translates into export outcomes and by challenging size-based assumptions in digital exporting. Practical implications highlight the importance of strengthening firms’ digital orientation and channel execution capabilities to improve international competitiveness. Practical implications highlight the importance of strengthening firms’ digital orientation and digital channel execution capabilities, particularly for resource-constrained exporting firms.