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E-commerce or s-commerce? A managerial perspective on website design features

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  • Francesca Ceruti
  • Alice Mazzucchelli
  • Angelo Di Gregorio

Abstract

E-commerce has rapidly evolved in the last decade. Using Web 2.0 and online social media, many e-tailers are transforming the ways in which they are building relationships with customers. In this environment, social commerce has the potential to significantly enhance the firm competitive advantage by having a positive impact especially on customer relationships and on revenue growth. With the emerging popularity and rapid growth of social commerce, our research aims to exploring, from a managerial perspective, the emerging strategies of stailers compared to e-tailers in Italy, pointing out their key design features and their different approaches in this changing environment. The study was carried out through in-depth interviews with digital and e-commerce managers. The results show that in Italy s-commerce is not so widespread. Furthermore, the few s-tailers are trying to interact and assist consumers in their buying behavior through social activities and the so called Web 2.0 applications.

Suggested Citation

  • Francesca Ceruti & Alice Mazzucchelli & Angelo Di Gregorio, 2016. "E-commerce or s-commerce? A managerial perspective on website design features," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 153-173.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2016-004009
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    References listed on IDEAS

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