Strategic Analysis for the transition to e-Commerce for a Romanian Retailer

Abstract

This paper’s purpose is to define and explain the connection between the online/offline environments and the transition to e-commerce as a business sustainability process. The Internet has become a central focus for the global society in recent years, managing to successfully transfer elements of real life into the virtual environment. Beyond the social parts, the web has also become a foundation for the new economic era. By default, commerce has evolved in order to be able to assimilate all new items brought over the Internet, reaching the term of e-commerce (e-commerce or online commerce). While all the companies are pursuing economic growth, the connection between e-commerce and business sustainability shows a common path towards reducing the environmental impact while meeting the increasing customer expectations. The case study will follow the implementation of an online commerce platform for sports goods retailers, taking the example of Roumasport S.R.L., one of the most successful companies in its area of economic activity. The research follows the steps of analyzing the e-commerce opportunity for the company and its relevant steps in the field of business sustainability, justifying not only the implementation of this transition, but also the need of reallocating company funds towards a more circular economic model.