Assessment of the Baltic counties e-trade in global environment

Abstract

The article analyses the topic of e-trade assessment in a global environment. Based on the data collected, a multi-criteria assessment of e-trade was carried out, dividing the factors into five dimensions: emotional (consumer satisfaction and trust), technological (internet accessibility, data security and privacy), financial (e-GDP, e-trade sales, impact of e-trade on overall company turnover), social (internet usage and purchasing volumes) and tax environment (VAT), and a comparative analysis of the countries to compare the results of economically similar countries (for that purpose, a comparative analysis of the Baltic countries – Lithuania, Latvia and Estonia – was carried out), to find out why the market leaders are performing so well in the e-trade sector, and to identify the methodologies and practices used in these countries, so as to identify the most effective methods and practices that can be applied in other countries. After carrying out a comparative analysis of the Baltic countries, it was found that Estonia is the leading country in the assessment of trust, technological and social indicators of electronic commerce. Lithuania surpasses Estonia in the field of financial indicators and consumer satisfaction when shopping online.