E-commerce in light of digital technology development

Abstract

The objective of this chapter is to identify e-consumer behaviour in light of the development of digital technologies in e-commerce. It claims that the recent rapid growth of consumer interest in online buying is related to the coronavirus pandemic. Many consumers changed from an offline to an online model of shopping, even for products they had never previously bought online. The research applies a narrative description of relevant sources and statistics. The authors describe the facilitators which have led to the development and rapid growth of e-commerce, namely: The simplification of online shopping, which allows consumers to choose, whilst also making the process safe (e.g. payment and delivery options). What is more, these facilitators are associated with the development of mobile and social media. E-commerce development depends on product categories, which is why the authors also analyse the product types most related to the development of e-commerce. The authors additionally describe the possible future development of e-commerce trends and provide examples of new technologies. The main practical applicability of this chapter comes in its identification and description of e-consumer segments, which may be used by companies to adapt their offer to particular consumers.