A Study on Sino-Thai Cross-Border E-Commerce Talent Cultivation Standard Base on Competency Gap Analysis

The “Belt and Road” Initiative (BRI) and the Lancang-Mekong Cooperation Framework have facilitated trade between China and Thailand, particularly in cross-border ecommerce (CBEC), which has shown strong development momentum. However, the lack of cross-border e-commerce talent cultivation aggravated the talent gap and obstructed industry development in Thailand. This paper, applying CBEC SMEs in Northern Thailand as a case study, explores the required competencies of employees as criteria for CBEC talent cultivation. This research addresses the talent shortage as a critical bottleneck of the CBEC industry, particularly those who possess e-commerce business capacity with multi-lingual ability. It seeks to establish a KSAO-based competency model to meet the recruitment requirements of China-Thai CBEC SMEs.