Publication detail

The impact of digital strategy on e-commerce services: analysis and perspectives in online small and medium enterprises (smes)

BEDNÁŘOVÁ, M. OKLEŠŤKOVÁ, S.

Original Title

The impact of digital strategy on e-commerce services: analysis and perspectives in online small and medium enterprises (smes)

Type

journal article in Web of Science

Language

English

Original Abstract

This article focuses on analyzing the impact of digital strategy on ecommerce services, with an emphasis on online small and medium enterprises (SMEs), through expert systematic literature review. In the context of the growing ecommerce environment, the study aims to explore how digital strategy shapes service provision and transforms customer experiences. The main focus is on the analysis of specific aspects, including the use of artificial intelligence (AI) for personalizing customer experiences, the effectiveness of these personalization strategies, and their impact on purchasing behavior. Finally, the article looks towards the future, predicting possible trends in the field of service personalization using digital strategy. This scientific article provides a fresh perspective on the digital transformation of ecommerce and offers valuable insights for future innovations in online small and medium enterprises.

Keywords

Digital strategy, e-commerce, online SMEs, artificial intelligence, personalization, sustainability, shopping behavior.

Authors

BEDNÁŘOVÁ, M.; OKLEŠŤKOVÁ, S.

Released

6. 6. 2024

Publisher

Magnanimitas

Location

Hradec Králové

ISBN

1804-7890

Periodical

AD Alta

Year of study

14

Number

14/01

State

Czech Republic

Pages from

17

Pages to

20

Pages count

4

URL

https://www.magnanimitas.cz/ADALTA/1401/PDF/1401.pdf

BibTex

@article{BUT189197,
  author="Markéta {Bednářová} and Sára {Oklešťková}",
  title="The impact of digital strategy on e-commerce services: analysis and perspectives in online small and medium enterprises (smes)",
  journal="AD Alta",
  year="2024",
  volume="14",
  number="14/01",
  pages="17--20",
  doi="10.33543/j.1401.1720",
  issn="1804-7890",
  url="https://www.magnanimitas.cz/ADALTA/1401/PDF/1401.pdf"
}