Moving towards e-commerce: exploring the implications involved in moving a companies offline operations to an online context

Abstract

In order to remain competitive many companies are exploring online sales as a means of generating sales, expanding reach and reducing costs. This research explores how companies with a previous off line operation moves towards e-commerce and the implications involved in such a translation. A review of relevant literature examines topical areas including ecommerce development within businesses, moving towards e-commerce, online branding and trust in online shopping. An exploratory research design was used for this study with the aid of a mixed mode data is collection process. The first stage of this research involved the researcher using a judgement sampling technique from six depth interviews with companies who have incorporated ecommerce into their business strategy over the last five years. The second stage involved holding two focus groups or eight shoppers per group who shop online and are familiar with the companies interviewed previously. The findings of indicate many challenges for companies and areas that require careful consideration throughout the move towards e-commerce including objectives, service offering, customer experience and the attainment of credibility which is identified as the key to attaining a successful online strategy. A framework has been developed from the research findings which incorporates these points in detail under other topic areas.