Logistics Management in Cross-Border E-commerce: A Thematic Analysis of Opportunities and Regulatory Challenges in the Context of Pakistan

Online buying and selling across borders have rapidly expanded in the recent past and can be a good chance for firms in the emerging economies such as Pakistan. Though, logistics management still poses as one of the greatest concerns in the provision of effective supply chain for the transport of goods across borders. This paper aims to identify major opportunities available to logistics managers and regulatory concerns in cross-border e-commerce in Pakistan. Through a thematic analysis of interviews conducted with 12 logistics managers, three main themes emerged: of technology adoption, internationalization and risk regulation. There were subthemes like supply chain transparency with blockchain, optimizing routes through AI, and—markedly—customs issues. In this study, MAXQDA 2022 software was used for analysis because it provided structure to the overall process. The conclusion is made that despite the high potential of utilizing technology to enhance the degree of operational effectiveness in the field of logistics, regulatory issues remain problematic. The author finalizes the study by providing policy implications for the government to reduce the complexity of regulating cross-border e-commerce and executive implications for logistics managers to leverage technology in seizing the opportunity offered by the fast-growing cross-border e-commerce market.