The oretical provisions of the factors infuencing the succes of electronic commerce platforms

The rapid development of digitisation, the introduction of new technologies, and the restrictions on business activities in various countries during the Covid-19 pandemic have stimulated the growth of e-commerce. The article examines factors influencing the success of e-commerce platforms, using comparative analysis, systematisation and the generalisation of scientific literature. The study aims to determine what factors determine the success of e-commerce platforms. The abundance of e-commerce projects is associated with the benefits of developing these projects. According to T. Adelaar (2004), retailers have an advantage in e-commerce, because they are available 24/7 and can sell more goods, without geographical restrictions. In addition, it enables companies to contact the end-user directly, especially in cases where companies use mainly indirect distribution channels because they cannot obtain real-time data on customer purchasing behaviour (Belvedere et al., 2021). V. Kumar and A. G. Ogunmola (2021) emphasise that the customer’s purchase price in e-retail is significantly higher than in traditional channels, which can be related to the greater competitiveness of the industry. B. CuellarFernandez et al. (2021) argue that e-commerce has become a fast-growing industry, attracting more and more entrepreneurs. However, survival in the industry is lower than in others. In addition, entrepreneurs have to make many strategic decisions that significantly impact the success of e-commerce. [...