Electronic commerce as a means for meeting on-line market demand





electronic commerce (e-commerce), informatization, virtualization, on-line market


Virtualization of economic processes has greatly changed the interrelation pattern of consumers and producers. As a result of such changes, a potent virtual market of goods and services was developed, which is used by almost half of active Internet users who in their turn make nearly half of the world population. Those changes in users' awareness as to culture of consumption and purchase began to constitute a certain threat to so-called physical markets which lost some clients in favor of virtual markets.

The author proves that expanded access to the Internet has changed the trading system by moving its part from the physical market onto the on-line platform, which in its turn has restructured the interrelation pattern of business process actors, namely consumers and producers. Due to the fact that the boundaries between the on-line and off-line commerce had become diffuse, numerous consumers changed the method of ordering goods and services by beginning to use the Internet platform, which in its turn gave impetus to a dynamic growth of the electronic commerce sector. It is established that the growth of the e-commerce market results from the increasing demand for a simplified system of access to the 24/7 trading sites, which allows to not only compare variations of the selected products with similar ones and buy them but also select the delivery through a preferred logistical chain in the on-line mode.

It is established that through computerization of the selection the consumer has become an active participant of the exchange process by integrating into marketing communications owing to which the producer gets feedback and has to respond to consumer's specific needs. In general, transformation of the contemporary market involves virtualization of interrelations between the consumer and the producer.

Author Biography

Tetiana Kurant, Ternopil National Economic University

PhD Student of the Management and Marketing Department


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How to Cite

Kurant, T. (2015). Electronic commerce as a means for meeting on-line market demand. Skhid, (6(132), 19–24. https://doi.org/10.21847/1728-9343.2014.6(132).36412