Mutual Influence of Traditional Trading Chains and E-commerce: Trends and Metrics

Abstract

The aim of this article is to study the tendencies of the transition of traditional trade networks into the e-commerce. On the basis of statistical data, the growing tendency of expanding the trading network of traditional stores through the establishment of online stores has been proved. Research results show that the Ukrainian online trading market is characterized by the development of new product categories such as food and household chemicals. The article provides a schematic list of spheres of e-commerce development influence, which undergo inevitable changes in connection with the popularization of on-line purchases. In this key becomes more actual building of smart supply chains which helps to manage product moving on its way from the production to the finish consumer. When companies are switching from traditional to e-commerce networks, the issue of benchmarking the effectiveness of off-line and online stores appears. In this context, Key Performance Indicators have been analyzed to measure the effectiveness of the online sales and marketing activities of new online sales outlets. The basic system of criteria for evaluating the effectiveness of newly created online stores is proposed.