Abstract:

The recent intensive growth of information and communication technologies (ICT) opened opportunities to develop and strengthen activities in virtual environment for enterprises. Following the success of Amazon we can observe the growing number of online shops and mall, as well as increasing trends of electronic commerce and social commerce. According eMarketer (2014) about 1.15 billion digital buyers will spend $1.500 trillion on business-to-consumer ecommerce purchases in 2014. B2C ecommerce sales are continue to grow and in 2014 the growth was 20.1% comparing with 2013. According to eMarketer (2014) growth primarily come from the rapidly expanding online and mobile user bases in emerging markets, increases in m-commerce sales, advancing shipping and payment options, and the push into new international markets by major brands.