Ecommerce Surge as an Element of a Modern Economy Integration Mechanism Development

P. 492–500.

Marina V. Artemyeva, Garina E. P., Kuznetsova S., Potashnik Y., Nataliya A. Bezrukova

Purpose: The purpose of the chapter is to investigate the e-commerce development process taking into account its determining factors, including the spread of the new coronavirus infection COVID-19, and possible consequences.

Design/Methodology/Approach: The authors explore statistical data from leading research companies in order to examine not only their results but also the methodological base, new research tools that allow conducting researches taking into account the specifics of e-commerce as a relatively new economic phenomenon.

Findings: It is shown that e-commerce growth is obtained by the large-scale permanent involvement of new consumers and widening the range of product categories they buy. The e-commerce transactions increase is going to surpass the traditional retail growth not only during the crisis period but also after the pandemic is over. E-commerce will stay a key growth opportunity for manufacturers and retailers, underscoring the need to study the features of its development, identify which countries and industries are best positioned to retain the e-commerce surge, plan and implement omnichannel strategies.

Originality/Value: The article combines the results of the latest research and allows to get an understanding of the e-commerce development as part of the new economy and form an opinion about the significance of this phenomenon, the prospects for investment in e-commerce assets, the development of omnichannel strategies.

Keywords: economic development, economic integration, e-commerce

In book

Imitation Market Modeling in Digital Economy: Game Theoretic Approaches

Cham: Springer, 2022.