THE IMPACT OF BILATERAL TRADE PLATFORMS ON PARTICIPATING ENTREPRENEURS FROM MALAYSIAN AND INDONESIAN SMALL AND MEDIUM ENTERPRISES (SMES): A COMPREHENSIVE MIXED-METHODS INVESTIGATION
The digitalization of international trade has catalysed the proliferation of bilateral trade platforms (BTPs), designed to lower entry barriers for Small and Medium Enterprises (SMEs) in cross-border commerce. This comprehensive study investigates the multi-dimensional impact of a dedicated Malaysia-Indonesia BTP on the entrepreneurial capabilities, network development, business performance, and strategic orientation of participating SME owners across diverse industry sectors. Employing a rigorous mixed-methods sequential explanatory design, quantitative data were first collected via a structured survey instrument from 327 SME entrepreneurs (163 Malaysian, 164 Indonesian) who actively utilised the platform for a minimum of 18 months, representing sectors including manufacturing, agriculture, handicrafts, food processing, and professional services. This was followed by in-depth qualitative interviews with 32 purposively selected respondents chosen to represent varying performance levels, sectoral diversity, and engagement patterns. The quantitative analysis, utilising Structural Equation Modelling (SEM) with partial least squares estimation, revealed statistically significant positive relationships between platform usage intensity and key outcome variables: enhanced digital trade literacy (β = 0.42, p < 0.001), expanded transnational weak-tie networks (β = 0.38, p < 0.001), improved intercultural business competence (β = 0.35, p < 0.01), and perceived business growth (β = 0.31, p < 0.01). The model demonstrated excellent fit indices (CFI = 0.94, TLI = 0.93, RMSEA = 0.06) and explained substantial variance in business performance outcomes (R² = 0.52). However, the qualitative findings nuanced this picture significantly, uncovering a pronounced asymmetry in impact moderated by baseline entrepreneurial resources and digital readiness. Indonesian entrepreneurs, particularly those from peripheral regions, reported greater transformative gains in market access, business formalisation, and capability development, often describing the platform as a "gateway" to international commerce. Conversely, Malaysian participants, especially those with prior export experience, leveraged the platform primarily for incremental efficiency improvements within pre-existing export strategies. Critical challenges identified include persistent trust deficits in digital transactions requiring offline verification, complex logistical and customs procedures that remain inadequately addressed by platform features, language and communication barriers in B2B negotiations, and platform features that sometimes inadequately address nuanced cultural-business norms prevalent in ASEAN contexts. The study concludes that while BTPs serve as potent catalysts for SME internationalisation within the ASEAN economic integration framework, their impact is neither uniform nor universally transformative. Platform design and supporting policy interventions must evolve beyond generic connectivity solutions to provide differentiated, asymmetric support tailored to user segments, foster deeper trust-building mechanisms integrating both digital reputation systems and facilitated offline interactions, and integrate seamlessly with comprehensive physical trade facilitation ecosystems to maximise equitable entrepreneurial development across both nations. The research contributes novel theoretical insights into the heterogeneous effects of digital platforms on entrepreneurial ecosystems in emerging economies and provides actionable frameworks for platform designers, policymakers, and business development organizations.
Bilateral Trade Platform, Digital Entrepreneurship, SME Internationalisation, ASEAN Economic Community, Cross-Border E-Commerce, Malaysia-Indonesia Trade, Entrepreneurial Ecosystems, Digital Trade Literacy, Network Theory, Platform Economics, Emerging Markets