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  2. School of Management and Law
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  4. Publikationen School of Management and Law
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dc.contributor.authorZumstein, Darius-
dc.contributor.authorKotowski, Wolfgang-
dc.date.accessioned2020-05-07T08:41:11Z-
dc.date.available2020-05-07T08:41:11Z-
dc.date.issued2020-
dc.identifier.isbn978-989-8704-14-6de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/19993-
dc.description.abstractDigital 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.de_CH
dc.language.isoende_CH
dc.publisherIADIS Pressde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleSuccess factors of e-commerce : drivers of the conversion rate and basket valuede_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.conference.details18th International Conference e-Society, Virtual Conference, 2-4 April 2020de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end50de_CH
zhaw.pages.start43de_CH
zhaw.parentwork.editorKommers, Piet-
zhaw.parentwork.editorBontchev, Boyan-
zhaw.parentwork.editorIsaias, Pedro-
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Abstract)de_CH
zhaw.title.proceedingsProceedings of the 18th International Conference e-Society 2020de_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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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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