Value for the Customer in E-Commerce

Abstract

Electronic commerce in Europe records regular growth every year. An additional stimulus prompting the willingness to make e-purchases is undoubtedly the Covid-19 pandemic. The closure of economies has caused a clear revival in online shopping and a closer look at this phenomenon is worth taking. The dynamic development of e-commerce means that entities operating in this market have to face the challenges resulting from the conditions of modern realities. It is very difficult for enterprises to effectively compete only by means of the product quality, so they look for optimal solutions that will help them attract customers, building their satisfaction. The study is based on the analysis of available literature sources and current industry reports. Moreover, the considerations are based on our own experiences and observations, but above all, the source basis is the data presented in the reports of the PastNord organization, which studies the e-commerce market in selected European countries. By analyzing the available data obtained through online interviews with e-customers in Europe, differences in customer preferences were examined. The purpose of the article is to show how e-customers' behaviors are evolving and what determines them. In addition, an attempt will be made to indicate customer value in e-commerce. The considerations taken will allow to identify the reasons for changes in customer attitudes, as well as the factors with which e-entities build their competitiveness, adjusting their offers to customer expectations.