It is in this context that due to the speed of development of the global digital economy and its thorough integration with international trade, the conventional business models of foreign trade enterprises are challenged by an increase in competition in the market and reducing their resource integration capabilities. Enterprise managers must consider using cross-border e-commerce in bringing business change and ensuring steady expansion. One of the objectives of the given research is to develop a stepwise examination of the business performance of foreign trade enterprises, their perception of cross-border e-commerce, readiness to reform, and the primary limitations that they have to be disclosed in the context of their real activity, so that the central issues that enterprises have to face when adjusting to the international environment of e-commerce can be identified. It has been discovered that a lot of business ventures have blatant weakness in judgment of the market, operation management and use of digital tools. Simultaneously, they do not have a systematic knowledge on the fundamentals and working mechanisms of e-commerce across borders. They lack adequate talent pool, policy support and uneven distribution of resources which influences their transformation. The barriers and strategic requirements vary in enterprises of various sizes, level of development, and type of industry in the transformation process. According to these results, companies can raise the cross-border e-commerce awareness of their management and staff through systematic training and building a professional talent cultivation system, also enhancing policy and resource support systems, and streamlining business operations to alleviate transformation risks, this way contributing to the stable development and ensured long-term competitiveness in the complicated global digital trade environment.

Thanh-Huyen Truong. Research on Risks and Countermeasures of Enterprise E-Commerce Transformation in the Cross-Border E-Commerce Environment. International Journal of Business Management and Economics and Trade (2026), Vol. 7, Issue 1: 54-63. https://doi.org/10.38007/IJBMET.2026.070107.

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