Abstract

The level of customer support provided by the existing eCom-merce solutions assumes that the person using the functionality of theshop has sufficient knowledge to decide on the purchase transaction. Alow conversion rate indicates that customers are more likely to seekknowledge about the particular product than finalize the transaction.This is facilitated by the continuous development of customers’ digi-tal competencies, resulting in the increasing popularity of web servicesenabling the exchange of information, e.g. through social networks. Cur-rently the user act with eCommerce platform like a source of informa-tion. At the same time, he or she usually use more than one source ofinformation e.g., web portals, social networks, etc. The existing onlineshops seem unsuited to these trends because they remain simple tradingplatforms without integration with external web services and sources ofknowledge. New categories of smart services are suggested, enabling thenewly implemented eCommerce network platform to enhance the offeredknowledge and reduce the abandonment of the platform by the user. Ourempirical studies show an increase in the conversion rate in the case ofshops which increased the level of customer support using the proposedmodel of integration.

Citations

Authors (5)