Abstract
The current research examines the factors that lead to the success of online stores and explores their application to online women’s clothing stores. Initially, by studying the existing literature, factors were gathered and grouped together to develop a research tool. The tool was used in 90 online fashion stores in Greece and internationally, helping to assess and evaluate the success factors in a specific context. The final evaluation has ranked the factors in order of priority and importance and compare stores in national and international context. The findings highlight success factors in real markets and can help both researchers and entrepreneurs themselves to address the phenomenon.
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Fouskas, K., Chatziharistou, C. (2020). E-commerce Success Factors: A Taxonomy and Application in the Fashion Industry. In: Kavoura, A., Kefallonitis, E., Theodoridis, P. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-36126-6_85
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