e-Commerce — How to Sell Online Successfully

The business world has been irreversibly transformed by the digital transition, which has accelerated dramatically in recent years. Businesses of all sizes have migrated to e-commerce, changing consumer habits and the way business is done. Success in digital commerce, however, goes far beyond creating an online store. It requires an effective combination of factors: having the right product, at the right time and through the right channels; and this requires mastery of the areas of logistics, marketing, finance and technology, all working together in an integrated way.

To meet these needs, Carolina Afonso and Sandra Alvarez, coordinators of the book and also of the eCommerce Management course at ISEG Executive Education, invited experienced professionals in each of these areas, all of whom are also lecturers on the same course, to contribute their knowledge and experience to this work. Together, they offer a comprehensive and practical overview of how to define and execute an e-commerce business. More than a manual, this book explores the dynamics that shape digital commerce and shows how businesses, large or small, can innovate, grow and achieve sustainable success by taking advantage of the opportunities that e-commerce offers in a constantly changing world.