DETERMINING DIRECTIONS AND APPLICATION OF MARKETING IN ELECTRONIC COMMERCE IN DEVELOPED COUNTRIES OF THE WORLD
Abstract
The article is devoted to systematization and evaluation of features of marketing application in e-Commerce in developed countries of the world. The author presented a brief description of the main stages of e-Commerce development, and also highlighted the most significant stages in terms of forming a basis for future development. The article also presents an analysis of sales volumes in e-Commerce in the context of regions and time dynamics. In particular, in 2019, e-Commerce retail sales worldwide totaled $ 3.53 trillion. E-retail revenue is projected to grow to $ 6.54 trillion in 2023. In 2019, e-retail sales accounted for 14.1 % of all retail sales worldwide, and this figure is expected to reach 22% in 2023. Significant is the analysis of trends in e-Commerce during the coronavirus pandemic in certain European countries. Due to the consequences of the coronavirus pandemic and the introduction of restrictive measures in many European countries in the second half of March 2020 there were sharp UPS and downs in the growth rate of retail online orders compared to the same period of the previous year. The author highlighted the concept of e-Commerce marketing, which in a more General sense means a method of making sales by creating and raising awareness about the product offer and the brand of an online store. Any retail or wholesale business will be interested in promoting e-Commerce marketing as a primary tactic for its niche audience.The article systematizes information about the five largest companies in the field of e-Commerce: Amazon, Inc., Jingdong, Alibaba Group Holding Ltd., eBay Inc., and Rakuten, Inc. The most significant results include the systematization and analysis of popular marketing tools in the field of e-Commerce, namely: email marketing, advertising in social networks, Google Analytics, SEO tools, Google Ads and the e-Commerce platform. The author concludes that the popularity of online sales is constantly growing, so e-Commerce marketing is a great way for online stores and companies to create ads that direct consumers to an e-Commerce website and use all the advantages of marketing.
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