Оцінка ефективності онлайн-торгівлі споживчими товарами
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Date
2024
Journal Title
Journal ISSN
Volume Title
Publisher
Видавничий дім «Гельветика», Одеса
Abstract
UKR: Стаття присвячена актуальним питанням оцінки ефективності онлайн-торгівлі споживчими товарами. Розглянуто формулювання сутності поняття «онлайн-торгівля» та її місця в електронній комерції. Охарактеризовано основні методичні підходи оцінювання ефективності онлайн-торгівлі на ринку кінцевих споживачів. Запропоновано використання методики оцінки ефективності онлайн-торгівлі, яка враховує специфіку збутової діяльності фірми, її орієнтацію на ринок В2С, розмір та організаційну форму фірми та фактори зовнішнього ринкового середовища тощо. Обґрунтовано використання показників задля комплексної оцінки ефективності онлайн-торгівлі споживчими товарами. Виконано оцінку ефективності онлайн-торгівлі конкретного Інтернет-магазину за запропонованою методикою з урахуванням його особливостей.
ENG: The article is devoted to topical issues of evaluating the effectiveness of online trade in consumer goods. The formulation of the essence of the concept of "online trade" and its place in electronic commerce was considered. The main methodical approaches of evaluating the effectiveness of online trade in the end consumer market were characterized. The usage of the methodology for evaluating the effectiveness of online trade was proposed. The methodology takes into account the specifics of the firm’s sales activity, its orientation on the B2C market, size, organizational form and factors of the external market environment. The usage of indicators was substantiated and proposed for a comprehensive assessment of the effectiveness of online trade in consumer goods: assessment of the effectiveness of the use of various means of entering the site; assessment of site page visits; evaluation of the effectiveness of banner advertising; advertisement click rate; conversion rate (by leads); conversion rate (per purchase); the number of repeated visits to the site; cost per view; the cost of attracting a lead; the cost of attracting a client; cost per sale; average check. The choice of optimal sales platforms on the Internet is based on the results of the calculation of the above indicators. The evaluation of the effectiveness of the online trade of a particular Internet store was carried out according to the proposed methodology, taking into account its features. A hyperlink on a search site (Google) is the most effective means of entering the site. Using banners on other sites is the least effective way. The conversion rate of the online store site for a purchase is 6.5 %, which indicates a sufficient level of efficiency of this sales channel. The conclusion about the high level of efficiency of online trade in the conditions of the online store “S-case” was made. Recommendations for improving the company’s sales policy on the Internet were offered. The opening of corporate pages and placement of targeted advertising on social networks Facebook and Instagram was suggested. This measure will lead to a 20–25 % increase in product sales in the first year, according to business owners.
ENG: The article is devoted to topical issues of evaluating the effectiveness of online trade in consumer goods. The formulation of the essence of the concept of "online trade" and its place in electronic commerce was considered. The main methodical approaches of evaluating the effectiveness of online trade in the end consumer market were characterized. The usage of the methodology for evaluating the effectiveness of online trade was proposed. The methodology takes into account the specifics of the firm’s sales activity, its orientation on the B2C market, size, organizational form and factors of the external market environment. The usage of indicators was substantiated and proposed for a comprehensive assessment of the effectiveness of online trade in consumer goods: assessment of the effectiveness of the use of various means of entering the site; assessment of site page visits; evaluation of the effectiveness of banner advertising; advertisement click rate; conversion rate (by leads); conversion rate (per purchase); the number of repeated visits to the site; cost per view; the cost of attracting a lead; the cost of attracting a client; cost per sale; average check. The choice of optimal sales platforms on the Internet is based on the results of the calculation of the above indicators. The evaluation of the effectiveness of the online trade of a particular Internet store was carried out according to the proposed methodology, taking into account its features. A hyperlink on a search site (Google) is the most effective means of entering the site. Using banners on other sites is the least effective way. The conversion rate of the online store site for a purchase is 6.5 %, which indicates a sufficient level of efficiency of this sales channel. The conclusion about the high level of efficiency of online trade in the conditions of the online store “S-case” was made. Recommendations for improving the company’s sales policy on the Internet were offered. The opening of corporate pages and placement of targeted advertising on social networks Facebook and Instagram was suggested. This measure will lead to a 20–25 % increase in product sales in the first year, according to business owners.
Description
Т. Семенова: ORCID 0000-0002-4749-9473
Keywords
онлайн-торгівля, електронна комерція, Інтернет-магазин, показники, конверсія, лід, ефективність, online trade, e-commerce, online store, metrics, conversion, lead, efficiency, КЕП
Citation
Семенова Т. В., Стрельніков Є. О. Оцінка ефективності онлайн-торгівлі споживчими товарами. Інфраструктура ринку. 2024. № 81. С. 226–230. DOI: https://doi.org/10.32843/infrastruct81-38.