Research on the Digital Transformation of Cross-border E-commerce Enterprises in Guangdong Province in the Context of the Digital Economy

Abstract

This paper examines the digital transformation of cross-border e-commerce enterprises in Guangdong Province against the backdrop of the digital economy, which has emerged as a core engine driving national economic growth. As a pivotal hub for China's cross-border e-commerce industry, Guangdong enjoys robust industrial foundations and favorable policy incentives, yet its enterprises still encounter prominent bottlenecks in digital upgrading. By taking Guangdong's cross-border e-commerce firms as research objects, this study clarifies the connotation of the digital economy, reviews the evolutionary trajectory of China's cross-border e-commerce policies, and dissects the business models and industrial chain structure of local enterprises. It further identifies key constraints in supply chain collaboration, digitalization, corporate management, and platform marketing. Accordingly, targeted pathways for transformation and upgrading are proposed from four dimensions: enterprise operation, brand building, government support, and infrastructure construction. The findings aim to facilitate the high-quality development of cross-border e-commerce in Guangdong and offer practical implications for the digital transformation of regional cross-border e-commerce industries nationwide.