The conditions for development of e-commerce in Poland

Katarzyna Brendzel-Skowera (), Helena Ko?cielniak (), Katarzyna ?ukasik () and Agnieszka Puto ()
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Katarzyna Brendzel-Skowera: Politechnika Cz?stochowska
Helena Ko?cielniak: Politechnika Cz?stochowska
Katarzyna ?ukasik: Faculty of Management, Czestochowa University of Technology
Agnieszka Puto: Faculty of Management, Czestochowa University of Technology

No 1003991, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: The aim of the paper is the presentation of the e-commerce sector in Poland. It is a dynamically developing sector which mainly consists of microenterprises. The authors pay attention to the most important problems connected with the development of e-stores in Poland. These are, most of all, the low average values of shopping carts and a small number of clients. The reason of this situation is, among others, inefficient use of the contemporary IT tools, e.g. social media are treated by e-commerce as another carrier of advertising. There is no knowledge or understanding that it is a tool enabling the development of more advanced marketing activities. The data from the reports presented in the paper indicate some trends in the behavior of Internet users, which are favorable for e-commerce. On their basis, there can be expected an increase in the amount and frequency of online shopping. However, for this to happen, it is necessary to introduce changes in the functioning of Polish e-commerce. Most of all, there is required sales optimization. In the paper, there will be presented the most important elements of the marketing strategy and basic tools of sales optimization.

Keywords: e-commerce; age structure; value of the shopping cart; marketing activities; sales optimization (search for similar items in EconPapers)
JEL-codes: L19 L81 R10 (search for similar items in EconPapers)
Pages: 10 pages
Date: 2015-05
New Economics Papers: this item is included in nep-ict and nep-mkt
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Published in Proceedings of the Proceedings of the 15th International Academic Conference, Rome, May 2015, pages 200-209

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