Implementation of an e-commerce sales channel for small and medium- sized businesses

Abstract

E-commerce has transformed sales strategies, providing various options for small and medium-sized enterprises (SMEs). The surge of e-commerce has posed significant challenges for SMEs, especially due to the rise of massive sellers during the COVID-19 crisis. This research stems from the need to understand how SMEs can implement ecommerce strategies effectively and profitably. The objective is to analyze key factors such as costs, product variety, user experience, brand positioning, and reputation, to offer strong recommendations to SMEs in their choice of digital sales channels. This study compares three ecommerce channels: online stores, social media, and marketplaces. A detailed review of existing literature and an exploratory analysis evaluating different key factors was conducted. Specific criteria are used to compare and contrast these options. Some of the results suggest that online stores and social media offer greater control and customization, although they entail initial costs and constant development. Marketplaces, while optimizing sales, can limit brand customization and reputation. The findings suggest evaluating the objectives and needs of the SME before choosing an e-commerce channel.