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


    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
    Number of pages21
    ISBN (Electronic)9781668455258
    ISBN (Print)9781668455234
    Publication statusPublished - 30 Sept 2022


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