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
Published in : Proceedings of the 18th International Conference e-Society 2020
Editors of the parent work: Kommers, Piet
Bontchev, Boyan
Isaias, Pedro
Pages : 43
Pages to: 50
Conference details: ES 2020 18th International Conference e-Society 2020, Sofia, Bulgaria, 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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