Scholarly record

A SYSTEM FOR E-COMMERCE WEBSITE EVALUATION

Snezhana Sulova

Abstract

E-commerce involves the processes of selling and buying goods and services through the use of modern communication technologies and the Internet. The success of this form of commerce largely depends on the website through which the sales are carried out. Modern online e-commerce platforms are sophisticated applications that perform multiple functions. They are both a marketing tool that attracts customers, dynamic systems that allow interaction with the users, and the realization of transactions and a portal with useful information about the sold goods and services. For online retailers as well as for software developers, it's important to understand how effective the website, through which the online sales are done, is. This paper proposes a methodology for evaluating e-commerce websites. In order to understand the strengths and weaknesses of an e-shop, as a basic tool for doing business, we believe it is good to make a comprehensive assessment by means of a system of indicators grouped in the following sets: evaluation of the website?s visitability; evaluation by specific e-commerce indicators; evaluation of the e-commerce website?s functionality; evaluation of the e-commerce website as a marketing tool. Some of the metrics are obtained as a result of expert judgment, while others are obtained from the data of the e-shop?s database, data from analytical systems and data extracted from Internet resources. The proposed metrics system for evaluation e-shops is of importance to improving business processes, customer relationships, marketing, and management.

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DOI resolver: doi.org/10.5593/sgem2019/2.1/s07.004

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