Navigating trust in cross-border e-commerce: a systematic review of cultural and consumer dynamics

Cross-border e-commerce (CBEC) has grown exponentially since 2000 and has changed the way we trade globally, presenting unprecedented opportunities for businesses and consumers. At the heart of CBEC’s success is consumer trust, a multi-faceted construct shaped by technological, relational, and institutional mechanisms and cultural influences. The study systematically reviews the literature, presenting a bibliometric analysis of 773 publications from 2000 to 2024 that indicate critical trends, debates, and knowledge gaps. It shows a shift away from conventional mechanisms for trust toward the utilization of emerging technologies, such as blockchain, AI, and real-time data analytics for enhanced transparency and minimized risk. While personal communication and social proof remain the relational trust mechanisms in e-commerce, relational trust-building mechanisms have been shown to vary significantly across collectivist and individualist cultures. Meanwhile, the standardization vs. localization debate continues to rage, especially regarding consumer preferences in diverse markets. Theoretically, this study proposes a new framework that links trust-building mechanisms with cultural dimensions and provides practical recommendations for e-commerce platforms to build culturally adaptive consumer trust. Future research should focus on longitudinal studies and neglected cultural aspects to deepen the understanding and strengthen the CBEC trust frameworks.