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Success of firm strategies in e-commerce
The choice of an appropriate e-commerce strategy is crucial for the survival of online stores in B2C e-commerce business.
We use a comprehensive data set from the Austrian price search engine geizhals.at to identify successful e-commerce strategies.
An e-commerce strategy is a set of choices including the listing decision, availability decision, and decisions on price and
shipping cost. We apply cluster analysis to identify the different strategies that have been used by online retailers. Using
various success measures such as revenue, clicks, market share, and the survival of firms, as dependent variables in our regression
analyses, we present empirical evidence on the effectiveness of different e-commerce strategies.
Keywords:e-commerce, online trade, business strategies, retailing
Forschungsbereich:Arbeitsmarkt, Einkommen und soziale Sicherheit