Accounting & Marketing

Analysing E-commerce from the Customer's Perspective: Opportunities and Challenges

Abstract

Doldran Tarja*

The emergence of e-commerce has brought about a profound transformation in business operations and the dynamics of customer interactions. This research endeavor is geared towards exploring e-commerce through the lens of the customer, with a specific focus on the opportunities and challenges it brings to the forefront. By delving into the customer's perspective, businesses can fine-tune their strategies to align with the evolving demands and expectations of the digital-savvy consumer. The research adopts a qualitative approach, incorporating interviews and surveys with a diverse spectrum of customers who possess experience in navigating e-commerce platforms. The amassed data is subjected to rigorous thematic analysis, unveiling key themes and recurrent patterns that emerge from the customer's standpoint. The findings cast light on a multitude of opportunities ushered in by e-commerce from the customer's vantage point. These encompass the realms of convenience and accessibility, an extensive array of product choices, competitive pricing, and personalized shopping experiences. Customers derive satisfaction from the ability to shop at their convenience, from any location, and to effortlessly compare prices. Furthermore, the prospect of having products delivered directly to their doorstep amplifies the appeal of the digital marketplace. E-commerce platforms further enrich the customer experience with features like live chat for prompt customer support and user reviews, enabling informed purchasing decisions.