E-commerce Entities Research Articles

Investigating Methods for Increasing Sales in E-Commerce

In this detailed exploration of e-commerce strategies, we delve into the intricacies of enhancing customer experience, leveraging social media and marketing, employing data analytics and market research, integrating advanced technology, ensuring trust and reliability, and optimizing logistics and delivery. These facets are crucial for understanding and responding to consumer behavior, predicting market trends, and maintaining competitive pricing strategies. The synthesis underscores the necessity of continuous innovation and adaptability in the fast-evolving digital marketplace. E-commerce businesses are encouraged to embrace these strategies to meet consumer demands effectively, drive sales, and ensure sustainable growth. This comprehensive overview serves as a guide for e-commerce entities aiming to thrive in this dynamic sector.

Impact of service innovation on consumer repurchase intentions - based on the intermediary role of live streaming and industry chain management

Service innovation significantly influences consumer repurchase intention through live streaming and industry chain management. Despite this impact, within the realm of cross-border commerce, e-commerce entities have often neglected to scrutinize the nexus between service innovation and consumer repurchase intention, resulting in a dearth of scholarly investigations on this subject. Accordingly, this study endeavors to establish a coherent conceptual framework elucidating the relationship between service innovation and consumer repurchase intention; Employing live streaming and industry chain management as mediating variables, the research conducts a comprehensive examination and analysis. One questionnaire was administered: Questionnaire was disseminated to 606 consumers engaged in cross-border e-commerce transactions. Utilizing SPSS26, questionnaire underwent correlation and multiple regression analyses. Findings underscore a positive correlation between service innovation and consumer repurchase intention. Moreover, service innovation exhibits a favorable association with live streaming and industry chain management, thereby exerting a positive influence on consumer repurchase intention. Consequently, service innovation plays a pivotal role in enhancing consumer repurchase intention, particularly when mediated by live streaming and industry chain management.

Determining the critical success factors of e-commerce in Uzbekistan

This paper explores the Critical Success Factors in e-commerce in Uzbekistan. First, the most essential variables are identified through a literature review. Then, experts in the Uzbekistan e-commerce industry evaluate each potential success factor. Third, the most outstanding factors are elicited through Factor Analysis. While some of the research findings suggest addressing IT-related variables to help secure customers in line with previous studies in developing countries, an unexpected discovery is human resources emphasis, which is typically emphasized in more developing countries. A qualitative part of the research makes an important contribution to e-commerce development. In particular, responsible institutions are recommended to revisit their counterfeit products policies. The paper serves as a guide for Uzbekistan e-commerce entities. Besides its practical value, the study contributes to the extant literature by enlarging the research body of critical success factors among developing countries.

Protecting privacy in the digital marketplace: A comparative study of legal mechanisms for consumer rights in the metaverse

The promotion of fair trade and consumer protection is the heart of every nation. The world, during the struggles of the COVID-19 pandemic, has witnessed huge growth in e-commerce markets and has scaled new heights by reducing e-physical barriers and maintaining social distancing. E-commerce entities have been trying to fill the gaps in their business by incorporating a new type of e-commerce market called business to avatar (B2A) through the metaverse. These technologies have been providing personalised recommendations and have been very profitable for every e-commerce platform and consumer. However, this win-win situation is marred by an increase in consumer privacy and data protection concerns. This paper explores the legal regulations protecting consumer privacy in India, analysing whether the existing legislation adequately addresses contemporary privacy challenges, especially when compared to the robust legal framework in the US and EU. Based on the research, the authors observe that: (i) adoption of the metaverse application in e-commerce has fundamentally benefited consumers; (ii) the developing e-commerce market has been adversely impacted by consumer privacy and data protection concerns; and (iii) to create a balance between developing e-commerce industries and to build consumer trust the regulators are required to improve the level of supervision along with imposing a huge penalty for data breaches. Finally, a way forward is suggested to achieve a constitutional mandate for the state to protect the fundamental right to privacy of every individual.

Learning from the Past Bridging Digital and Physical Markets: A Guidelines for Future Research Agenda of Online-to-Offline (O2O) Marketing Strategy

This bibliometric study comprehensively analyses the scholarly landscape surrounding Online-to-Offline (O2O) commerce from 2006 to 2023. Through a systematic review of existing literature with a bibliometric analysis approach, this research identifies pivotal themes, methodologies, and findings that characterize the evolution and impact of O2O strategies across various sectors. The study begins by tracing the conceptual foundation of O2O commerce, emphasizing its role in integrating digital and physical consumer experiences in response to the changing dynamics of consumer behaviour and market demands. It highlights the strategic adoption of O2O models by e-commerce entities and brick-and-mortar stores, aiming to create a seamless shopping journey by leveraging the strengths of both online and offline platforms. The analysis focuses on the strategic implications for businesses, including the decision-making processes regarding market coverage, delivery costs, and inventory management to enhance profitability and sustainability. The research further delves into consumer behaviour, examining factors influencing the preference for online or offline purchasing, such as demographic characteristics, product types, price levels, and perceived service quality. The findings reveal a dynamic evolution of O2O strategies, underpinned by a growing emphasis on customer engagement, technological innovation, and the strategic management of online and offline synergies. The research underscores the transformative potential of O2O commerce in bridging the gap between digital and physical marketplaces, enhancing consumer experiences, and fostering sustainable business practices. In conclusion, this bibliometric study sheds light on the multifaceted dimensions of O2O commerce, offering valuable insights for academics, practitioners, and policymakers interested in the strategic integration of digital and physical retail environments. It calls for continued research and innovation to harness the full potential of O2O models in meeting the complex needs of consumers and businesses in the digital era.

Risk prediction and control of strategic operation of e-commerce enterprises based on economic management science

Abstract The burgeoning realm of Internet technology has ushered e-commerce into a pivotal economic role. However, navigating the myriad risks inherent in e-commerce operations is vital for the sustained growth of businesses in this sector. This study melds economic management principles with a deep dive into e-commerce risk management, focusing on predictive strategies and mitigation measures. We commence by dissecting the principal risk categories within e-commerce operations. Subsequently, we employ Structural Equation Modeling (SEM) and Particle Swarm Optimization-Generalized Regression Neural Network (PSO-GRNN) for quantitatively dissection of these risk factors. Our findings pinpoint internal, technological, and operational management risks as the critical triad influencing e-commerce strategic operations. Remarkably, the PSO-GRNN model’s risk prediction accuracy stands at 93.62%, outstripping conventional models significantly. Through this research, we offer a robust framework for e-commerce entities to enhance their strategic foresight and resilience, aiding in optimizing their strategic maneuvers.

ТАКТИЧНЕ УПРАВЛІННЯ ПЕРСОНАЛОМ У СИСТЕМІ ЕКОНОМІЧНОЇ БЕЗПЕКИ СУБ’ЄКТІВ Е-КОМЕРЦІЇ

The purpose of writing the article is the formation of tactical personnel management in the system of economic security of e-commerce entities when developing a marketing strategy. An analysis of the development of e-business entities in Ukraine was carried out, which showed an increase in the dynamics of the number of active retail business entities, the number of employed and hired workers, which is carried out by mail order firms or via the Internet. It was analyzed that over the past ten years, the number of active economic entities engaged in electronic commerce has increased 4 times, from 7,486 units in 2012 to 30,804 units in 2022. The corresponding trend for this period is the number of individual entrepreneurs, in the structure of the number of active business entities, retail trade carried out by mail order firms or via the Internet in 2022 will make up 98.1%. Analysis of the number of employed workers in the field of e-commerce showed that their number increased by 3.1 times, and the number of hired workers by 1.7 times. Despite a slight reduction in the number of employed and hired workers in the field of e-commerce in 2022, a further growth trend can be predicted due to the increasing popularity and increased availability of digital economy tools. It is substantiated that when forming the marketing strategy of e-commerce entities, it is necessary to take into account the role of tactical personnel management on the basis of constant training, retraining and improvement of skills, which, in turn, will ensure the improvement of the economic security system. It is proposed to develop a program for the development of trade on the Internet, which takes into account the need for trade specialists through e-mail, TikTok, Instagram, YouTube, Facebook, and websites. It was determined that the formation of a system of performance indicators is a mandatory tool for evaluating the implementation of the program. Appropriate performance indicators should take into account the degree of risk and threats to the system of economic security of e-commerce entities with the possibility of their further minimization of the impact, which forms the direction of further research.

Research on the Oriental Selection Marketing Strategies

In recent years, under the dual influence of policies and the environment, e-commerce with agricultural products as a category has developed rapidly, and live broadcasting has become a new trend in helping farmers. Among the many subjects participating in the live broadcast of agricultural products, there are many rookies who have risen, and the popularity of Oriental Selection is an example. The rise of webcasting and short videos has enabled e-commerce of agricultural products to continuously innovate sales methods. As an e-commerce entity focusing on agricultural products on the road of New Oriental’s transformation, Oriental Selection has chosen a distinctive live broadcast mode. This article takes Oriental Selection, a live broadcast platform under New Oriental Group, as a case study, and uses common marketing strategies as an entry point to study the current agricultural product + live broadcast mode and its existing problems. Finding out why Oriental Selection is so popular with consumers.To put forward corresponding optimization measures, the most important thing is to ensure the quality of products, to have a stable supply chain system, and to build product brands. It is recommended that it work hard on product selection and transparency of product information data, establish price transparency between consumers and farmers, and then use diversified live broadcast modes to promote live broadcast sales of agricultural products e-commerce. In this way, it can better provide a reference path for other future live broadcast delivery entities.

Freedom of contract: prerequisites for development in the conditions of digitalization of the economy

Digital technologies influenced the development of civil-law relations in the field of trade, financial, educational, consulting services, entertainment, etc., leading to the emergence of remote forms of offer and acceptance. The development of "business on the network" initiated the practice of applying the principle of freedom of contract by participants in civil-law relations in this renewed capacity. The acquired experience needs to be studied and understood in order to take into account in the legislation the needs of participants in civil-law relations in the world of Internet technologies. The purpose of the paper is to study the prerequisites for the development of the principle of freedom of contract in the digitalized economy. Based on the research materials, it was determined that the main prerequisites for the development of the principle of freedom of contract in the conditions of digitalization of the economy are: 1) increasing the availability of goods, works and services that are ordered (provided) through network technologies; 2) individualization of the provisions of the public offer by e-commerce entities in order to achieve more favorable conditions; 3) provision of timely and complete information to the counterparty before accepting the offer. The results of research into the activities of e-commerce entities show that there is a widespread practice of individualizing essential conditions for categories of unregistered users, which differ based on the frequency of visits to the entity's website, their geolocation, or other technological parameters. Considering the fact that the subjects act on the basis of a public offer (public contract), this practice contradicts the requirements of civil legislation. However, taking into account the requirements of reasonableness and justice, which are the basis of the principle of freedom of contract, we consider it appropriate to consider such a practice (if such an entity operate in a competitive market) as appropriate. We consider it justified to place on the side of the contract developer of the public offer an additional duty to assist the other party in conscious participation in contractual relations. Such an obligation as a legal means of ensuring freedom of will is necessary to ensure the good faith of counterparties in the digital economy.

Legal regulation of internet trade in Ukraine: problems and directions of improvement

The purpose of the article is to study the legal regulation of Internet commerce in Ukraine, the development of the e-commerce market, the analysis of the experience of taxation of the income of e-commerce entities, the identification of gaps and the provision of proposals for improving legislation in this area, the possibility of adapting its individual legal norms in Ukraine to international standards. The methodological basis of the article is the system of general scientific methods of cognition, scientific induction and deduction, the method of comparison, synthesis and abstraction. The article also uses general scientific methods of research and special methods of scientific and legal knowledge: creative-critical, descriptive-analytical, historicism. Scientific novelty. The directions of the development of e-commerce have been determined, the experience of taxation of the income of Internet trade subjects in the leading countries of the world with the possibility of adapting its individual elements in Ukraine has been analyzed. Attention is focused on the system of priorities of both the world's leading countries and Ukraine, and the importance of issues of legal regulation of electronic commerce is emphasized. The article is devoted to the problems and directions of improvement of the legal regulation of Internet trade, it is noted that Ukrainian legislation goes far beyond the borders of one country, and therefore it is necessary for the world community to focus on the unification and harmonization of legal norms. This makes it possible to apply a single legal regime regarding the legislative regulation of this sphere of business. The results. The rapid development of electronic commerce is taken into account, definitions of the main concepts and rules in the field of Internet commerce used by international organizations are given. It is indicated that such normative acts have a framework, advisory nature and are intended for use by states as a basis for the development of national legislation in Internet trade. The article examines the peculiarities of consolidation and unification of legal regulation of Internet trade at the regional and national levels. Ways of implementing legal mechanisms for stimulating and developing the e-commerce system of Ukraine in modern economic conditions are presented. Practical significance. The active development of the sphere of Internet trade in Ukraine is pointed out and the issue of improving the taxation of income from this sphere is considered, the European experience of taxation of electronic commerce is considered, where the value added tax is the main one. The article examines the legal nature and content of consumer rights protection on the Internet. The main norms that must be observed by the seller of goods are analyzed. The judicial practice of cases in the field of consumer rights protection in Internet trade is considered.

Electronic procurement as a method to manage trading activities

This study is devoted to the analysis of the main components and structure of e-commerce, the legal principles of e-commerce, the composition of the subjects of commercial relations and the process of e-procurement on electronic trading platforms. The relevance of the work is due to the fact that in the context of digitalization there is a need to improve the principles of developing Internet platforms, adjusting distribution channels and media marketing tools to promote goods and services. The goal is to analyze and predict e-commerce business processes in a complex automated information system. The key players in the Russian electronic market, the factors that led to the positive dynamics of e-commerce in Russia, the system for modernizing the procurement process were identified. As a result of the study, an analysis was made of the ways of interaction between the subjects of commercial relations, the e-procurement process and the procurement process algorithm. The organization of procurement activities begins with an analysis of the activities by the customer, as well as its correlation with the activity plans for the coming period. In the event of a need for the object of procurement, the organizer assesses the possibility of satisfaction without carrying out the procurement procedure (stocks formed under current contracts with suppliers). However, if it is impossible to satisfy the need on its own, the customer notifies the control body in the field of procurement. The author emphasizes that electronic trading platforms are an integrated trade and information space that provides e-commerce entities with a range of necessary electronic services that increase competitiveness and business efficiency, which are a flexible tool for conducting competitive procurement procedures. The final part of the article concludes that e-procurement, as a way of managing external and internal procurement activities, forms a complex structured system by combining information, communication and electronic technologies. A harmonious combination of all economic and social aspects will contribute to building a rational economic system of commercial relations in a «transparent» digital environment.

Clicking through the Clickstream: A Novel Statistical Modeling Approach to Improve Information Usage of Clickstream Data by E-Commerce Entities

Success or failure of an E-commerce platform is often reduced to its ability to maximize the conversion rate of its visitors. This is commonly regarded as the capacity to induce a purchase from a visitor. Visitors possess individual characteristics, histories, and objectives which complicate the choice of what platform features that maximize the conversion rate. Modern web technology has made clickstream data accessible allowing a complete record of a visitor’s actions on a website to be analyzed. What remains poorly constrained is what parts of the clickstream data are meaningful information and what parts are accidental for the problem of platform design. In this research, clickstream data from an online retailer was examined to demonstrate how statistical modeling can improve clickstream information usage. A conceptual model was developed that conjectured relationships between visitor and platform variables, visitors’ platform exit rate, boune rate, and decision to purchase. Several hypotheses on the nature of the clickstream relationships were posited and tested with the models. A discrete choice logit model showed that the content of a website, the history of website use, and the exit rate of pages visited had marginal effects on derived utility for the visitor. Exit rate and bounce rate were modeled as beta distributed random variables. It was found that exit rate and its variability for pages visited were associated with site content, site quality, prior visitor history on the site, and technological preferences of the visitor. Bounce rate was also found to be influenced by the same factors but was in a direction opposite to the registered hypotheses. Most findings supported that clickstream data is amenable to statistical modeling with interpretable and comprehensible models.

Reverse logistics of e-commerce as a challenge for the cep industry

Purpose: The aim of this article is presenting the CEP market from the perspective of the development of reverse logistics in e-commerce, which has recently played an important role both from the perspective of the customer and the companies. Design/methodology/approach: The article is based on the analysis of literature, results of secondary research and own research conducted in 2017, 2019 and 2021 among online shops and in 2021 among CEP companies. A survey of Polish e-commerce and courier companies using the CAWI technique was conducted to gather information on the behaviours, expectations and attitudes of e-customers towards making purchases and returning goods in order to identify challenges for the CEP market. Findings: As can be seen from the data analysis, the growth of the CEP industry during the Covid-19 pandemic is undeniable and is the result of the development of e-commerce and returns services. The average annual growth of courier services by 2025 in the Asia-Pacific area will be 10.8%, in America Sem. - 5.2%, in Europe - 5.1%, and in Poland - between 7-8%. The industry therefore has to deal with an increasing number of orders resulting from online shopping, new customer expectations related to security, or the reduction of direct contact. Research limitations/implications: The return policy in e-commerce is still a growing topic, which is the biggest challenge for both online stores and courier companies. The conducted research is a starting point for further analyzes regarding: e-customers' expectations regarding the level of service in the area of returns, cooperation between entities from the CEP industry and online stores, or the automation and support of reverse logistics processes in the CEP industry. Practical implications: The presented research results can serve as a source of knowledge for e-commerce entities as a foundation for building a competitive advantage on the market. For courier companies, they are the starting point for designing processes dedicated to handling return logistics for e-commerce. Originality/value: The covid-19 pandemic contributed to the acceleration of the development of the e-commerce market around the world faster than specialists had predicted. This situation forced the KEP industry to redefine the processes so as to adapt them to the new reality and respond to the growing requirements of the client. However, as the volume of online purchases increased, so did the volume of returns, which has always been a challenge for e-commerce. The conducted research showed through which activities the KEP industry redefined its role in the electronic trade. Keywords: CEP market, e-commerce, reverse logistics, Pandemic Covid-19. Category of the paper: Research paper.

Analysis of Computer-Based Blockchain Technology in Cross-Border E-commerce Platforms

Under the background of economic globalization and the rapid development of computer technology in the global coverage of the Internet, the integration of the world economy has been strengthened, and the continuous innovation of technology and foreign trade formats has promoted the rapid development of e-commerce, but there are also small e-commerce entities, weak high trade trust cost, high logistics payment cost, long cycle time, and adjustments caused by data flow. The decentralization, information sharing, irreversibility, and smart contract technology of computer blockchain can change the business model of traditional industries and promote business and social change. Based on the current trend of e-commerce development, this thesis analyzes the problems in the development of e-commerce, discusses the innovation of e-commerce business models, constructs the framework of e-commerce, and gives the issues of trust, customs supervision, payment and other issues. Solution. The logistics and data flow encountered in e-commerce using computer blockchain technology has low emissivity of information, high cost of data format conversion, and it is not easy to form a consensus.

Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing

Research background: Today, it is an m-commerce platform that provides brands with the opportunity to foster their sustainable image and communicate with environmentally and socially conscious consumers. Proper communication that respects the customer's interests, conducted through mobile marketing tools, can be a key to creating a competitive advantage. Therefore, it is essential, at the level of scientific research, to broaden the knowledge base in the field of consumer behavior. Purpose of the article: The research was aimed at assessing ten purchasing behavior constructs in terms of gender and generation characteristics, as well as inferring impact on and assessing the difference between generations (Generation X and Y) and gender in terms of purchasing behavior. Methods: The sample consisted of 765 Slovak respondents. The Wilcoxon Test was used for differences testing. Partial Least Squares ? Path Modeling (PLS-PM) was used to determine the general impact and the permutations-based method was used to assess the difference in impact between gender and generation characteristics. Findings & value added: The difference in purchasing behavior patterns between the categories of gender and generation was significant in most cases, with the most significant difference being seen in the Visual Appeal of an e-shop. The most striking general influences were recorded between Hedonic Browsing and Urge to Buy, also the impact of Portability on Hedonic Browsing and Utilitarian Browsing. These findings indicate the potential of retailers to communicate effectively with their customers not only about products, but also about sustainable practices and values while engaging consumers in purchasing processes. Proper optimization of marketing processes, in terms of impulsive and thought-through purchases too, positively influences the user experience and the satisfaction with the purchase process. These facts may positively influence the sale and, in a broader perspective, increase the competitiveness and overall value of the e-commerce entity. It is also worth emphasizing the long-term value for the customer, as the application of the model leads to better satisfaction of customer needs, thus to a stable growth not only of the organizations, but ultimately of the economy as a whole.

Dark Web: E-Commerce Information Extraction Based on Name Entity Recognition Using Bidirectional-LSTM

Information extraction from e-commerce platform is a challenging task. Due to significant increase in number of ecommerce marketplaces, it is difficult to gain good accuracy by using existing data mining techniques to systematically extract key information. The first step toward recognizing e-commerce entities is to design an application that detects the entities from unstructured text, known as the Named Entity Recognition (NER) application. The previous NER solutions are specific for recognizing entities such as people, locations, and organizations in raw text, but they are limited in e-commerce domain. We proposed a Bi-directional LSTM with CNN model for detecting e-commerce entities. The proposed model represents rich and complex knowledge about entities and groups of entities about products sold on the dark web. Different experiments were conducted to compare state-of-the-art baselines. Our proposed approach achieves the best performance accuracy on the Dark Web dataset and Conll-2003. Results show good accuracy of 96.20% and 92.90% for the Dark Web dataset and the Conll-2003 dataset, which show good performance compared to other cutting-edge approaches.

Організаційні засади контролю розрахунків в електронній комерції

The purpose of the article is to improve the organization of the control over settlements in e-commerce by developing an organizational and information model. Being a promising and quite attractive form of doing business, e-commerce is characterized by specific risks: errors in the operation of the applied software, illegal withdrawal of funds, copyright infringement, leakage of corporate information, cybercrime and fraud with financial transactions, violation of personal data protection and their use for personal purposes, etc., which has an impact on the organization of control over settlements in this sphere. It is identified that the improvement of the organizational principles of control over settlements in e-commerce will contribute to a better control measure and will positively affect the overall efficiency of the system of management of an e-commerce entity. As result of the study, an organizational and information model is developed and substantiated, which takes into account the peculiarities of this sphere of economic activity and consists of six blocks: the purpose and objectives of control over settlements in e-commerce; objects and subjects of control over settlements in e-commerce; system of economic indicators of control over settlements in e-commerce; information base of control over settlements in e-commerce; methodical methods of processing primary (incoming) information of control over settlements in e-commerce; methodical methods of generalization and implementation of the results of control over settlements in e-commerce. The use of the presented development will contribute to better preparation of the control measure, optimization of control over both the time and cost parameters. Prospects for further research in this area may be the development of a risk-oriented methodology of control in e-commerce.

Working Conditions and Their Importance for Eliminating Errors in the Order Picking Process, Using an E-Commerce Commercial Enterprise as an Example

The research presented herein aims to pinpoint the factors that cause errors in the order picking process in an e-commerce enterprise and to confirm or deny the assumption that these factors largely concern employees and their working conditions. Research method: A case study strategy, observation (non-compliance cards and identification of working conditions), and Lorenz–Pareto and Ishikawa were the methods used. Results: The research results indicate that working conditions are a key factor influencing the number of errors in the picking process. The usefulness of the research: The results show that paying particular attention to working conditions is not only good in the context of caring for the well-being of employees, but also as a means to reduce the number of errors and improve the pace of work. Limitations: Due to the methods used, which in turn result from the large variety of e-commerce entities, the research results are not universal and are limited to a specific situational context.

Taxation of E-commerce as One of the Phenomena of Society Development

The purpose of the article is to develop proposals to improve certain aspects of taxation of entities in Ukraine taking into account the positive world practice, and minimize the risk of fraud in the sale of goods (services) on the Internet. The article presents the results of the study of the development and spread of e-commerce in Ukraine; the problem of protection of e-commerce entities from fraud on the Internet is analyzed; measures are proposed to improve the taxation of e-commerce, as well as to minimize the risks of fraud in the purchase and sale of goods (services) on the Internet.

E-commerce: global trends, diagnostics, strategic guidelines

The aim of the article. The aim of the article is to study the global trends of e-commerce as a complex form of economic relations and to provide its diagnostics based on key performance indicators, as well as to substantiate the strategic guidelines for e-commerce development in Ukraine and the world. Analyses results. E-commerce has become an integral part of the economy since the birth of the Internet and the active digitalization of modern life and business processes. The COVID-19 pandemic and related quarantine restrictions have led to the active growth of e-commerce in the world, as well as the development of forms and methods of its realization. During 2019-2020, the number of sellers and buyers who enjoy benefits from online transactions has significantly increased. Business processes in e-commerce are characterized by an increased level of innovation, but also increased risk and uncertainty. The Internet access is spreading rapidly around the world, with the number of e-commerce entities increasing. In 2020, more than two billion people bought goods or services online, and global e-retail sales exceeded $ 4.28 trillion. The expected figure for 2021 is $ 4.5 trillion. More than 40% of the world's retail online sales are made through Amazon network, and its subsidiary Amazon Web Service is the world leader in online services. In terms of GMV, Amazon (USA) ranks third after China. Taobao and Tmall platforms, managed by Alibaba Group, are leaders in online commerce in Asia and the world. In addition to the main key performance indicators of digital technologies, such as bounce rate, page time and conversion rate, the following indicators were used for diagnostics: time spent per page; the share of unseen content; site pages scroll rate. Another important trend in e-commerce is the spread of mobile commerce, i.e. the use of mobile devices to search for goods and services and make online transactions. Mobile phones account for the bulk of online traffic in all industries, and in 2020, 64% of Internet traffic came from smart phones. The e-commerce effectiveness indicator is the failure rate – the share of transactions not finalized by making an order and payment, i.e. the percentage of "abandoned baskets". The average industry-wide failure rate has not changed since 2019 and was 47% in 2020. Choosing a reliable platform and e-commerce payment system is an important aspect of doing business online as it reduces bounce rates. The time spent on the page is an indicator of the site visitors' satisfaction with the available content or their interest in the information. On average, a user spends a little less than a minute (54 seconds) on each page during their visit. The “Unseen content share” is the ratio of information that is not viewed to the total amount of information on the site. In 2020, it was discovered that 45% of all content is not seen by visitors in all industries. The page scroll rate in 2020 was 56.8%. Therefore, a large number of page views is not enough, the pages should be optimized so that users do not stop at half the page and do not skip content that can be valuable. The indicator that has the biggest impact on a business final performance is the conversion rate. The average conversion rate is 1.82%. The decline in e-commerce conversions in 2020 as compared to the previous period is due to the effects of the Covid-19 crisis: decreased consumer demand, lower consumer incomes, increased uncertainty. Conclusions and directions for further research. The main trends and problems of e-commerce in the world are identified and strategic guidelines for the future are presented, including: development of mobile commerce; wider use of the Online to Offline business model; development of electronic payment systems; supporting multichannel operations; personalization in digital marketing; increasing brand awareness; providing better quality information for customers; active promotion of innovations in e-commerce. The obtained scientific results can be applied in practice to optimize the work of online stores and to reduce costs by increasing the e-commerce efficiency. Further research in this area will address the rationale for e-commerce marketing strategy.