E-commerce developments and strategies for value creation: The case of Russia

Abstract

This inductive interview-based study aims to develop a model which describes the kinds of e-commerce business models that create value in Russia. We suggest that prior e-commerce research has not paid enough attention to the environment's role in determining how value is created by different e-commerce business models and thus explore how key factors in the environment impact the development and effectiveness of e-commerce. The study also identifies eight key drivers of e-commerce value creation in Russia (accessibility, ease of search, ease of use, trust, complementarities, novelty, lock-in, and efficiency). The interaction between these value drivers and characteristics of the external environment affect how value is created by e-commerce business models in Russia.