Deze afstudeeropdracht is gericht op retailers en of ze wel of niet met hun online winkel uitbreiden over de grens. Deze opdracht mag zowel in het Nederlands als in het Engels uitgevoerd worden.
Background
With growing competitive pressure among e-retailers, and the maturity of domestic e-commerce markets, cross-border e-commerce is expanding rapidly. Cross-border e-commerce is expected to grow from $230 billion in 2014 up to $1 trillion in 2020 and is defined as any purchase via the Internet from a company situated in another country and jurisdiction.
In October 2016 we sent a survey to more than 10,000 retailers of online shops in 31 European countries. From this survey we are interested to learn what the key success factors are in cross-border strategies of e-retailers. Is the main key factor translation of the website? Or to offer multiple websites: one for each country? Is it of importance which languages are offered? Is a currency switch relevant? And which factors are more important than others? Do these factors and the importance of these factors vary between countries? In the survey we have asked questions that will help to determine which factors in the cross-border strategy of e-retailers impact the success of the online shop.
Research question: what are the key success factors in the cross-border strategy of e-retailers
The research comprises (at least) the following five components:
- Problem analysis
- Literature study
- Data cleaning (data is already gathered)
- Data analysis
- Research results
This assignment was carried out by Anna Witsenboer and Fatima el Ayachi, 4th year marketing students at the Amsterdam University of Applied Sciences.
