Key Global E-Commerce Concepts in Contemporary Conditions of Sharing Economy

This paper is devoted to key concepts and features of e-commerce in contemporary conditions of sharing economy. The advancement of Internet has tremendously increased the e-commerce business in the current digital era. Today major corporations are re-strategizing their businesses in terms of E-commence and its capabilities to adapt in this changing world. E-commerce has become an imperative platform for businesses. The collective convergence of technologies today has highly affected marketing practices around the world with new trends emerging such as ‘sharing’ economy, the ‘now’ economy, Omni channel integration, content marketing, social CRM and others. This also leads to convergence between digital marketing and traditional marketing. The globalization trend is enhanced with the fast development of telecommunication and information technology what created huge opportunities in the global E-commerce platform for many companies. Nowadays, consumers are flooded with lots of information and marketing campaigns whenever they are online on laptop, tablet and mobile in their daily life and the information received will eventually effect their buying behavior. The article presents the study results of e-commerce frameworks,including basics of e-commerce, big data and consumer behavior in e-commerce. Moreover, in the paper the global B2C E-commerce analysis has been conducted for 2015-2016.

electronic commerce, sharing economy, globalization, consumer behavior, marketing, digital marketing, электронная коммерция, долевая экономика, глобализация, поведение потребителей, маркетинг, цифровой маркетинг, электрондық сауда, үлескерлік экономика, жаһандану, тұтынушылардың мінез-құлқы, маркетинг, сандық маркетинг

1. Abdul Gaffar K. (2016). Electronic Commerce: A Study on Benefits and Challenges in an Emergening Economy // Global Journal Of Management and Business Research: Economics and Commerce. - № 16(1).

2. Akgun A.E. (2012). Antecedents and Contingent Effects of Organizational Adaptive Capability on Firm Product Innovativeness // Journal of Product Innovation Management. - № 29. - Р. 171-189.

3. Chakravarthy B. (1982). Adaptation: A Promising Metaphor for Strategic Management // Academic of Management Review. - № 1. - Р. 35-44.

4. Criteo (2016). eCommerce Industry Outlook 2016.

5. Ecommerce Foundation (2016). Global B2C E-commerce Report 2016. Amsterdam-the Netherlands: Ecommerce Foundation.

6. Mukherjee S.S. (2016). Big Data-Concepts, Applications, Challenges and Future Scope // International Journal of Advanced Research in Computer and Communication Engineering. - № 5(2).