A survey of business models in ecommerce

Abstract

The last decade of technology developments have permanently changed the way how businesses are operated. Companies are forced to become visible online and stay connected. They recognise adapting to the global dynamic business landscape and responding to customers’ demands as key drivers to success. Since technologies have been identified in many studies as one of the most important enabling components for successful innovative business models, it is vital to understand their roles in constructing such models. In particular, we are interested in investigating how business models of eCommerce are enabled by technology innovations. We conduct the survey based on secondary research results. To structure our findings, we developed an evaluation matrix to summarise technologies involved and their contributions to businesses. We also identified gaps in the current research and proposed an extended version of business model classification framework for eCommerce.