E-Commerce Exploring the Unique Aspects Discussion Chapter

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This aspect of capturing or quantifying behavior and predicting which strategies and personalization options will lead quickest to trust is an emerging field of research which makes e-commerce the most unique selling channel today (Sinclaire, Simon, Wilkes, 2010).

Finally, there are the theories being created that attempt to explain the wide variation in e-commerce adoption over time. These theories are quick to point out that personalization is vital to attain a high level of user adoption and continued use of a website for ordering products (Grandon, Nasco, Mykytyn, 2011). The analyses of why adoption varies so much across e-commerce websites also are being linked to the latency and relevancy of content streams and expertise offered for no charge.

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This strategy is one many companies in B2B marketing rely on, as they have the opportunity to become trusted advisors to their potential clients by sharing in-depth expertise at no charge (Grandon, Nasco, Mykytyn, 2011). For B2B marketers, their e-commerce websites are the springboards or catalyst for building relationships with other companies who could become prospects over time. The use of e-commerce websites to strengthen and clarify value propositions in B2B markets is also prevalent today......

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