A Systematic Literature Review on E-Commerce Success Factors

Abstract

Purchases from online stores are preferred by the majority of European customers. Thus, it has stimulated both academic and business interest the identification of the factors that can affect their success. The objective of this article is to increase the understanding of the factors affecting the success of an online store. Thus, it can be a tool for online shop managers to have an overview of the factors that are important for an e-shop success. To achieve this, we contact a systematic literature review which tries to determine the success factors. In order to achieve this, we examine 24 articles published between 2013 and 2017 from peer-reviewed journals and conferences. Then we classify the factors in four main categories design and site presentation, e-marketing techniques, trading, delivery and customer support before and after the purchases and site’s reliability, safety and reputation.