The Functionality of Websites as Export Marketing Channels for Small and Medium Enterprises

The e‐commerce literature has suggested that the Internet ‘levels the playing field’ for small businesses trying to market their goods and services worldwide. However, there is limited research that describes how websites are used and the constraints that hamper the development of websites as export marketing channels. Our study found that while small businesses use websites as their primary export marketing channel, limited resources inhibit their ability to conduct more sophisticated marketing transactions. As a result, one could conclude that the Internet only ‘partially levels the playing field’ when exporting to foreign markets.