PECULIARITIES OF BUSINESS PLANNING IN E-COMMERCE
DOI:
https://doi.org/10.37332/Keywords:
e-commerce, e-business, business planning, business planning in e-commerce, planning, business processAbstract
Ruda T.V., Harvat O.A. PECULIARITIES OF BUSINESS PLANNING IN E-COMMERCE
Purpose. The aim of the article is to investigate the specific features of business planning in e-commerce and develop proposals for the architecture of a business plan adapted to the requirements of business entities operating in the online business environment.
Methodology of research. The following methods were employed to achieve the stated objective: induction and deduction, theoretical generalization, abstraction, and dialectical cognition – to examine scientific sources and investigate the theoretical aspects of business planning in e-commerce, as well as to define the conceptual framework of the selected research area; the abstract and logical method – to generalize theoretical provisions and formulate conclusions and recommendations on the research topic.
Findings. The relevance of studying business planning in e-commerce has been substantiated, as shortcomings in this process can become a primary cause of business discontinuation in the e-commerce sector. The essence of business planning has been defined, and its distinctive features in comparison with approaches applied in traditional retail have been identified.
The architecture of a business plan developed for e-commerce enterprises has been outlined. It comprises five sections: market research, including niche, product (service), and competitor analysis; technical infrastructure and the platform for conducting e-commerce operations; marketing strategy and customer acquisition channels; operational planning and logistics; and financial planning and risk assessment.
A definition and structure of the business planning system have been developed, incorporating relevant principles, functions, and tools that take into account the specific features of conducting business in the e-commerce sector.
Originality. The study of the theoretical aspects of establishing the prerequisites for the development and implementation of an effective business planning system in e-commerce has been further developed.
Practical value. The obtained results in the course of this study can be fully utilized in developing scientifically grounded proposals concerning conceptual directions for reforming the business planning process in e-commerce.
Key words: e-commerce, e-business, business planning, business planning in e-commerce, planning, business process.
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