Assessment of the State of the E-Commerce Market and Its Cross-Border Aspect in Kazakhstan
Аннотация
The rapid development of digital technologies and the growth of cross-border online platforms significantly change the competitive environment and the functioning mechanisms of small and medium-sized businesses (hereinafter – SMEs). The aim of this study is to assess the impact of digital infrastructure on SMEs' economic activity and competitiveness in Kazakhstan, focusing on the benefits of participating in cross-border e-commerce. The methodology is based on bibliographic analysis, graph methods, and a structured survey of respondents. Empirical data was collected from the National Bureau of Statistics of the Republic of Kazakhstan, the United Nations Global E-Government Development Database, and analytical materials from Euromonitor International.. The results of the study demonstrate that SMEs actively involved in cross-border e-commerce have a significantly higher level of awareness of market trends and consumer preferences. Thus, 79.5% of respondents in the experimental group indicated that the fuel and energy complex allows them to systematically meet the needs of customers, compared to 33.3% in the base group. The statement that the fuel-energy sector helps to assess the trajectory of industry development was supported by 77.2% of participants in the experimental group, and only 19.1% in the control group. Further research should focus on developing integrated interdisciplinary models that combine infrastructure, regulatory, behavioral and logistical aspects, and expand empirical research into developing regions, such as Central Asia.