A longitudinal study of e-commerce diversity in Europe

Abstract

Owing to increased access to the Internet and the development of electronic commerce, e-commerce has become a common method of shopping in all countries. The purpose of this study is more precisely to research e-commerce diversity in Europe at the regional level and develop the conception of “E-commerce Supply Chain Management”. Statistical data derived from the European Statistical Office were applied to analyse the spatial diversity of e-retailing. Assessments of the regional diversity of e-retailing applied geographic information systems and exploratory spatial data analysis methods such us global and local spatial autocorrelation statistics. Clusters of regions with similar household preferences related to online shopping were identified. A spatial visualisation of the e-retailing diversity phenomenon may be utilised for the reconfiguration of supply chains and to adapt them to actual household preferences related to shopping methods.