E-commerce Market Entry: Opportunities and Challenges for Finnish Microbusinesses in the Swedish Market
Vesterback, Malin (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121134831
https://urn.fi/URN:NBN:fi:amk-2024121134831
Tiivistelmä
This thesis explores the opportunities and challenges faced by Finnish business-to consumer (B2C) microbusinesses, with a particular focus on those from Ostrobothnia, as they work to achieve market entry into the Swedish e-commerce sector. Sweden’s advanced e-commerce infrastructure and consumer base, which values quality, sustainability, and convenience, make it an appealing market. However, entering this market involves overcoming logistical challenges, cultural differences, and intense competition.
The study combines insights from industry experts and Ostrobothnian microbusinesses to highlight practical strategies for addressing these barriers. The findings emphasize the need for localization, including culturally adapted communication, high-quality customer service, and clear brand storytelling, to meet Swedish consumer expectations. At the same time, limited resources and logistical complexities remain key hurdles. Recommendations from experts and microbusinesses point to the importance of forming local partnerships, understanding Swedish consumer values, and standing out with unique offerings.
This thesis concludes that Finnish microbusinesses can achieve market entry into Sweden by adapting their strategies, utilizing available support networks, and focusing on customer-oriented practices. These findings underline the importance of tailored support initiatives to help microbusinesses navigate market entry and unlock opportunities in the Swedish e-commerce market.
The study combines insights from industry experts and Ostrobothnian microbusinesses to highlight practical strategies for addressing these barriers. The findings emphasize the need for localization, including culturally adapted communication, high-quality customer service, and clear brand storytelling, to meet Swedish consumer expectations. At the same time, limited resources and logistical complexities remain key hurdles. Recommendations from experts and microbusinesses point to the importance of forming local partnerships, understanding Swedish consumer values, and standing out with unique offerings.
This thesis concludes that Finnish microbusinesses can achieve market entry into Sweden by adapting their strategies, utilizing available support networks, and focusing on customer-oriented practices. These findings underline the importance of tailored support initiatives to help microbusinesses navigate market entry and unlock opportunities in the Swedish e-commerce market.