KOREASCHOLAR

Global ecommerce continues to flourish and consumers across the world are constantly connected to the Internet. This poses growing opportunities for the digital transformation of businesses and their expansion to international markets succeeding to reach and engage with potential customers abroad. The objective of this paper is to study the internationalization process of digital enterprises and to explore business challenges and opportunities arising from the use of innovative technologies and tools. More specifically, we aim to review the recent related literature and propose a conceptual framework introducing tools and practices regarding strategy, infrastructure technology and on- line marketing & communication needed to assure increased chances of success when digitally expanding abroad. Each country has specific features associated with the business environment, the penetration of ecommerce, as well as, specific cultural and social characteristics. These peculiarities require specific internationalization strategies and dictate parallel adjustments in IT infrastructure, as well as a suitable digital marketing & promotion that need to be followed which are thoroughly analyzed and can become a valuable tool for digital enterprises.

ABSTRACT
 INTRODUCTION
 THEORETICAL BACKGROUND
 INTERNATIONALIZATION STRATEGY AND PLANNING
  Target country selection
  Choice of Foreign Market Entry Modes
  Choice of internationalization and localization level
 IT INFRASTRUCTURE FOR INTERNATIONAL E-COMMERCE DEPLOYMENT
  Impact of Cultural Differences
  E-commerce Platform Requirements for Internationalization
  Website Localization
  Payment Methods and Logistics and Order Fulfillment
  Online marketing contribution to global expansion
 CONCLUSIONS, LIMITATIONS AND FURTHER RESEARCH
 REFERENCES

• Konstantinos Fouskas(University of Macedonia, Greece)
• Fotis Kitsios(University of Macedonia, Greece)
• Maro Vlachopoulou(University of Macedonia, Greece)
• Vasilios Tsiavos(University of Macedonia, Greece)