Abstract

Purpose: This study investigates how internal firm resources influence the adoption of cross-border e-commerce (CBEC) among export-oriented SMEs in China. Guided by the Resource-Based View (RBV), the research focuses on how Digital Technology, Digital Capability, Export Manager Capability, and Employee Skills enable SMEs to implement CBEC effectively. Research design, data and methodology: A quantitative research approach employing a cross-sectional survey was adopted, gathering data from 188 SME export managers located in Southern Shaanxi Province, China. Structured questionnaires were distributed using both online and offline methods, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: The results indicate that Digital Technology, Digital Capability, Export Manager Capability, and Employee Skills each significantly enhance SMEs’ adoption of CBEC. Collectively, these resources account for 27.8% of the variation in CBEC adoption, with predictive analysis (PLSpredict) showing the model’s practical relevance to be small to moderate. Conclusions: Internal resources are critical for SMEs to adopt CBEC successfully and translate it into stronger distribution strategies and broader international market access. Enhancing digital infrastructure, managerial capabilities, and employee competencies allows SMEs to leverage CBEC to optimize export distribution and advance digital internationalization. These insights offer actionable guidance for managers and policymakers seeking to improve SMEs’ competitiveness in global markets.