E-commerce: issues, opportunities, challenges, and trends

Vasco Santos*, Tatiana Augusto, Jorge Vieira, Lara Bacalhau, Bruno Sousa, Daniel Pontes

*Corresponding author for this work

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    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 ecommerce 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.

    Original languageEnglish
    Title of host publicationPromoting organizational performance through 5G and agile marketing
    EditorsJosé Duarte Santos, Bruno Miguel Sousa
    PublisherIGI Global Publishing
    Chapter12
    Pages224-244
    Number of pages21
    ISBN (Electronic)9781668455258
    ISBN (Print)9781668455234
    DOIs
    Publication statusPublished - 30 Sept 2022

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