Causal factors of e-commerce success affecting the retail performance in online sales business

Eakkaphon Kongchoochuy () and Vichit U-on ()

Edelweiss Applied Science and Technology, 2025, vol. 9, issue 4, 1642-1651

Abstract: The online sales business has significant potential for expansion, driving innovation and economic growth through e-commerce. However, challenges persist in online sales, such as a lack of market analysis, disorganized product delivery, failure to update product listings in real time, insufficient after-sales service, and price undercutting by competitors. These issues can negatively impact customer satisfaction, brand reputation, and overall retail performance. The objectives of this research study were: 1) to study the causal factors affecting e-commerce success and retail performance in the online sales business, 2) to study the influence of causal factors of e-commerce success affecting retail performance in the online sales business, and 3) to develop a model of the causal factors of e-commerce success affecting retail performance in the online sales business. A researcher collected data from interviews and online questionnaires with the cosmetic business, from July 2024 to September 2024, by collecting a sample of 560 people. The results of the analysis concluded that social media integration affected e-commerce success, social media integration affected retail performance through e-commerce success, distribution management affected e-commerce success, distribution management affected retail performance through e-commerce success, content marketing affected e-commerce success, content marketing affected retail performance through e-commerce success, and e-commerce success affected retail performance. The online sales business can develop a plan in areas such as social media integration, distribution management, and content marketing to ensure that the business can identify the success of e-commerce and retail performance. Additionally, it enables the business to meet its own needs and carry out the decision-making process for making purchases effectively.

Keywords: Content marketing; Distribution management; E-commerce success; Retail performance; Social media integration. (search for similar items in EconPapers)
Date: 2025
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