Strategies for value creation in e-commerce:
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TL;DR
The main assumption is that e-commerce fundamentally affects the way business is conducted across many industries and the unique characteristics of 'virtual markets' brought on by the Internet are discussed.
Abstract
This paper investigates strategies for value creation of e-commerce companies. Our main assumption is that e-commerce fundamentally affects the way business is conducted across many industries. To support this insight, we discuss the unique characteristics of `virtual markets' brought on by the Internet. Based on a survey of 30 European e-commerce companies, we then identify two main strategies for value creation in e-commerce — the efficiency that e-commerce business models exhibit, and the degree to which they create `stickiness.' To illustrate these two strategies, we give examples of European companies that can be considered `best practice' companies.