COMPREHENDING THE GLOBALIZATION AND PERFORMANCE OF E-COMMERCE BUSINESSES: EVIDENCE FROM E-COMMERCE COMPANIES

The overwhelming performance and gradual acceptance of electronic commerce (e-commerce) in the contemporary world are akin to countries' development. The internationalization and revenue performance of Amazon, JD.com, Alibaba, and Sunning.com in 2020 amongst the top 10 e-commerce industries globally with the highest revenue is worth investigating to determine their enormous contribution and performance. This study adopts the case study methodology to investigate the selected companies, including Amazon, JD.com, Alibaba, and Sunning.com, based on their increased revenue amid the COVID-19 pandemic and the enormous acceptance of their offline to online e-commerce marketing in the 21st Century. Findings of the study indicated that trading had been chiefly geared towards digital channels. Results suggest that e-commerce will continue to rise, reaching 22 percent in 2023, and by 2040, e-commerce growth will account for more than 95 percent of all transactions. This study has the challenge of focusing on only the top four global e-commerce companies within 2020 with the most extensive revenue base during the COVID-19 intense period. This study contributes to the existing knowledge on the positive impact of e-commerce adoption and firm performance in challenging periods. This study is the pioneer in investigating the top four global e-commerce companies with the highest performance and revenue by adopting the technology acceptance model (TAM) as the primary conceptual grounds. The TAM model projects that the degree of globalization will directly influence the performance of e-commerce businesses, and technology will continue to expand globally. This study proposes that governments and organizations foster e-commerce technologies in autonomous delivery, telemedicine, education, and live streaming.