Digital Readiness of Moldovan SMEs for Cross-Border E-Commerce: a Pathway to EU Market Integration

Abstract

The development of cross-border e-commerce represents a strategic opportunity for small and medium-sized enterprises (SMEs) in the Republic of Moldova to access the European Union market with lower entry costs and greater operational flexibility than traditional internationalization channels. However, the effective use of e-commerce as an export mechanism depends not only on internet access or the existence of online shops, but on the broader digital readiness of firms — understood as the capacity to integrate and operationalize digital tools within export-oriented business processes. This article examines the digital readiness of Moldovan SMEs for cross-border e-commerce and evaluates its relevance for EU market integration. The analysis draws on institutional reports, policy documents, and academic literature on e-commerce development, digital transformation, SME capabilities, and EU digital market requirements. The findings suggest that Moldova has made visible progress in expanding e-commerce infrastructure, digital policy frameworks, and online retail activity. Nevertheless, major constraints persist: limited use of online payments, weak inventory management systems, insufficient digital business skills, fragmented logistics, and incomplete regulatory adaptation. The article argues that these constraints are particularly acute for cross-border export contexts, where EU consumer protection standards and platform requirements exceed domestic thresholds. Cross-border e-commerce can become a realistic pathway to EU market integration only if Moldovan SMEs develop firm-level capabilities in digital marketing, online payments, data management, logistics, compliance, and customer protection. Public policy should therefore move beyond general digitalization objectives and focus on practical, export-oriented e-commerce readiness for SMEs. UDC: [004:334.72.012.63/.64]+[339.5:004.738.5](478); JEL: F23, L81; O33; M16; F15; L81