| Publication type: | Conference paper |
| Type of review: | Peer review (abstract) |
| Title: | Success factors of e-commerce : drivers of the conversion rate and basket value |
| Authors: | Zumstein, Darius Kotowski, Wolfgang |
| et. al: | No |
| Proceedings: | Proceedings of the 18th International Conference e-Society 2020 |
| Editors of the parent work: | Kommers, Piet Bontchev, Boyan Isaias, Pedro |
| Page(s): | 43 |
| Pages to: | 50 |
| Conference details: | 18th International Conference e-Society, Virtual Conference, 2-4 April 2020 |
| Issue Date: | 2020 |
| Publisher / Ed. Institution: | IADIS Press |
| ISBN: | 978-989-8704-14-6 |
| Language: | English |
| Subject (DDC): | 658.8: Marketing management |
| Abstract: | Digital Commerce is growing dynamically in most countries and industries, both new and established online retailers are constantly expanding their product ranges and revenues. Different digital and customer services are essential to increase the success of online shops, as a representative survey among 300 online shops indicates. More than the half of the e-shops offer free shipping and product reviews, and already one third provides personalized content or product offers. To increase sales, the majority of online shops provide discount codes and recommendation of complementary and alternative products. Surprisingly, every third online shop implemented an online configurator for mass customized products or services. Three quarters answered that digital analytics is important for analyzing and controlling digital business. Analyzing different success factors, this contribution shows that customer-, service- and data-driven online shops generate higher conversions rates and revenues. Product reviews, discount codes, personalization and the recommendation of alternative products lead to significant higher conversion rates. Most online retailers are selling on different distribution channels like e-mail, phone, digital marketplaces and pick-up stores. Finally, successful omnichannel vendors are using a variety of digital marketing channels such as search engine optimization and advertising, newsletter marketing, social media and influencer marketing. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/19993 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Marketing Management (IMM) |
| Appears in collections: | Publikationen School of Management and Law |
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Zumstein, D., & Kotowski, W. (2020). Success factors of e-commerce : drivers of the conversion rate and basket value [Conference paper]. In P. Kommers, B. Bontchev, & P. Isaias (Eds.), Proceedings of the 18th International Conference e-Society 2020 (pp. 43–50). IADIS Press.
Zumstein, D. and Kotowski, W. (2020) ‘Success factors of e-commerce : drivers of the conversion rate and basket value’, in P. Kommers, B. Bontchev, and P. Isaias (eds) Proceedings of the 18th International Conference e-Society 2020. IADIS Press, pp. 43–50.
D. Zumstein and W. Kotowski, “Success factors of e-commerce : drivers of the conversion rate and basket value,” in Proceedings of the 18th International Conference e-Society 2020, 2020, pp. 43–50.
ZUMSTEIN, Darius und Wolfgang KOTOWSKI, 2020. Success factors of e-commerce : drivers of the conversion rate and basket value. In: Piet KOMMERS, Boyan BONTCHEV und Pedro ISAIAS (Hrsg.), Proceedings of the 18th International Conference e-Society 2020. Conference paper. IADIS Press. 2020. S. 43–50. ISBN 978-989-8704-14-6
Zumstein, Darius, and Wolfgang Kotowski. 2020. “Success Factors of E-Commerce : Drivers of the Conversion Rate and Basket Value.” Conference paper. In Proceedings of the 18th International Conference E-Society 2020, edited by Piet Kommers, Boyan Bontchev, and Pedro Isaias, 43–50. IADIS Press.
Zumstein, Darius, and Wolfgang Kotowski. “Success Factors of E-Commerce : Drivers of the Conversion Rate and Basket Value.” Proceedings of the 18th International Conference E-Society 2020, edited by Piet Kommers et al., IADIS Press, 2020, pp. 43–50.
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