Navigating sustainable digital transformation in South-South cross-border E-Commerce: Insights on cultural adaptation, green marketing strategy, and inclusive business model innovation

This study addresses the significant challenge of achieving sustainable digital transformation within the China–Africa digital trade landscape. It responds to a discernible gap in contemporary academic discourse, where research on cross-cultural adaptation, green marketing strategies, and inclusive business model innovation remains largely disconnected, thereby overlooking their essential synergies. To address this gap, the research employs a dual-method approach, combining a bibliometric analysis with a systematic literature review of publications indexed in Scopus between 2010 and 2024. This methodology was selected first to quantitatively map the evolving scholarly landscape and then to provide a deeper qualitative analysis of key themes. A principal outcome is a novel conceptual framework that demonstrates how genuine sustainability in South–South digital markets emerges precisely from integrating these three previously separate areas. The study illustrates how this integration, facilitated by digital platforms and FinTech solutions, can enhance market performance while fostering long-term resilience and equitable value creation. By advocating for this integrated perspective, the work contributes meaningfully to the theoretical domains of digital marketing, platform economics, and sustainable business model innovation. On a practical level, it offers actionable insights for businesses operating in cross-cultural digital markets and provides guidance for policymakers aiming to promote an inclusive and sustainable digital economy.