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Electronic commerce (EC) is the use of the internet as a mediated channel to enable the purchasing, selling and re-engineering of business processes. The conduct of business transactions and online retails which goes beyond different geographical areas, regions, boundaries or countries via the application of Information and Communication Technologies (ICTs) such as the internet is known as cross-border e-commerce (CBEC) (Wang, 2014). Cross-border e-commerce is also considered as the purchasing and selling of goods and services to markets or consumers beyond a domestic country or national borders to international country through internet channels directly from business to consumers like B2C or/and by online retailers such as B2B2C (Giuffrida, Mangiaracina, Perego, & Tumino, 2017; Hallikainen & Laukkanen, 2018). The development and spread of cross-border e-commerce is considered a new paradigm shift model in expanding international cross-border trade between and among countries, reduce trade barriers and encourage trade promotion and growth (Gessner & Snodgrass, 2015; Terzi, 2011; Wang, Chai, Liu, & Xu, 2015). Cross border e-commerce just like e-commerce offers numerous opportunities to both consumers and businesses. Some of these benefits are increased access to different products and services from many countries, decrease in the asymmetry of information, quality comparisons of products and services, encouraging competition among and between business competitors, saves times and reduces distance associated transactional costs (Martens, 2013; Moh'd Al-Dwairi & Al Azzam, 2019; Polat, Basoglu, & Daim, 2011; Valarezo, Pérez-Amaral, Garín-Muñoz, García, & López, 2018). Despite these benefits arising from cross border e-commerce, there are still some challenges associated with cross border e-commerce such as cross language barriers, a secure system of payment, cost-efficiency in terms of delivery of products and services, lack of familiarity and trust in dealers/sellers (Cardona, Duch-Brown, Francois, Martens, & Yang, 2015; Francois, 2016; Gefen, 2000; Gomez-Herrera, Martens, & Turlea, 2014).