Embedding selling technologies into sales performance to optimise online shopping, consumption rate and sales outcomes

Qingxiang Huang

International Journal of Applied Systemic Studies, 2026, vol. 13, issue 1, 61-74

Abstract: Online shopping significantly improves organisational sales performance by expanding market reach, enabling access to global audiences, and providing convenience to consumers or customers. The consumption rate and evolving selling technologies play a crucial role in determining the sales performance of organisations. This article examines the relationship between online shopping (OS) and organisational sales performance (OSP) along with moderation of consumption rate and selling technologies (STs) from the perspective of the Chinese market. First, a positive connection between OS and OSP was observed. Second, the study assured a positive moderation of CR and STs as moderators between OS and OSP, respectively. Besides, this study provides multiple fascinating insights into the adoption of STs (e.g., augmented reality, IoT, voice commerce, e-commerce, blockchain, data analytics, and contactless payments) in terms of OS and OSP.

Keywords: online shopping; sales performance; consumption rate; selling technologies; structural equation modelling. (search for similar items in EconPapers)
Date: 2026
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