Is an integrative and multidimensional concept, such as relationship quality in an offline context.
Published in Chapter:
E-Commerce: Issues, Opportunities, Challenges, and Trends
Vasco Santos (ISLA Santarém, Portugal), Tatiana Augusto (ISLA Santarém, Portugal), Jorge Vieira (ISLA Santarém, Portugal), Lara Bacalhau (Polytechnic of Coimbra, Portugal),
Bruno Miguel Sousa (Polytechnic Institute of Cávado and Ave, Portugal), and Daniel Pontes (Universidade Católica Portuguesa, Portugal)
Copyright: © 2023
|Pages: 21
DOI: 10.4018/978-1-6684-5523-4.ch012
Abstract
E-commerce is a business model that allows organizations to explore global markets. The objective of this study is to identify all the key points involved in e-commerce business, along with several sub-themes related to e-commerce, namely the concept of e-business and e-marketing. Next, it was noted that e-commerce could express the connections between many purchase actors but is mainly used through the B2C model. The adoption of e-commerce is linked to different internet techniques and tools, which has several advantages and risks. This study also highlights the connections of e-commerce with globalization, e-marketplaces, and platforms. Finally, the authors present the KPIs in terms of sales, marketing, and customer service that the e-sellers should take into account when they are defining the e-commerce strategy and the age segmentation criteria that must be used to create homogeneous groups of e-buyers.