COMPARATIVE ANALYSIS OF SLOVENIAN AND FOREIGN ONLINE SHOPS WEB PAGES

Poslovanja podjetij si brez uporabe interneta skorajda ne moremo več zamisliti. Internet je eden ključnih kanalov, ki ga ne zanemarja nobeno podjetje, saj prinaša vrsto koristi. Podjetjem omogoča enostavnejše poslovanje in poslovno komuniciranje praktično po vsem svetu. Internet je postal ključno orodje predstavitve podjetja in grajenja blagovne znamke. Podjetja ga uporabljajo za pospeševanje prodaje, raziskovanje trga in upravljanje odnosov s strankami, saj so to področja, ki si jih brez ustrezne internetne povezave ne moremo zamisliti. Podjetja oblikujejo spletne strani v poslovne namene, saj se zavedajo, da so postale nepogrešljivi del poslovnega okolja podjetij. Njihova vloga je prerasla prepričanje, da so spletne strani namenjene zgolj predstavitvi podjetja. Trženje preko spleta in s tem povezano iskanje novih tržnih priložnosti sta področji, ki jima podjetja namenjajo veliko pozornosti. Sočasno z razvojem interneta so se ustanavljale tudi spletne prodajalne. Spletne prodajalne so se v zadnjih letih razvile do te mere, da na nekaterih področjih po prodajnih rezultatih počasi prehitevajo klasične prodajalne. Spletno nakupovanje izdelkov danes ni več nobena posebnost. Zneski spletnih nakupov so iz leta v leto večji, saj dandanes skorajda ni izdelka, ki ga ni mogoče kupiti preko spleta. Ljudje množično obiskujejo spletne prodajalne zaradi koristi, ki jim jih le-te nudijo, od udobja nakupovanja do prihranka časa. Tehnologija, ki omogoča spletnim prodajalnam enostavno vzdrževanje in osveževanje vsebine spletne strani, je pripomogla k pravi eksploziji nastanka spletnih prodajaln. Tiste najbolje zasnovane spletne strani obiskovalcem nudijo enostavno brskanje po vsebini in jim zagotavljajo dostop do želenih informacij na preprost način. Obiskovalec mora začutiti uporabno vrednost spletne strani, vsebina na njej mora biti ažurna, grafična podoba in izgled pa poskrbita, da se bo spletna stran obiskovalcu vtisnila v spomin. Spletne strani naj ne vsebujejo prevelikega števila grafičnih elementov, saj s tem podaljšujejo čas nalaganja posameznih strani, kar pa bo v najslabšem primeru obiskovalce spodbudilo k selitvi na drugo spletno stran. Spletne prodajalne veliko pozornosti posvečajo varovanju podatkov in iskanju tehnoloških in organizacijskih rešitev, ki zagotavljajo varnost spletnih nakupov. Zavedajo se, da se bodo le zadovoljni kupci vračali z željo po vnovičnem spletnem nakupu. Navade spletnega nakupovanja v Sloveniji ne zaostajajo veliko za tistimi v drugih državah sveta. Spletnih prodajaln je iz dneva v dan več, v okviru tega se pojavlja le vprašanje komu zaupati. V tem delu diplomskega seminarja smo ugotovili, da je elektronsko poslovanje in s tem povezano opravljanje spletnih nakupov zelo široko področje, ki zajema določene organizacijske, tehnološke in ekonomske značilnosti poslovanja. In prav trženje preko spleta je tisti kanal, ki omogoča podjetjem, da poslujejo globalno ter racionalizirajo in širijo poslovanje veliko enostavneje in hitreje. Podjetja se v današnjem času ne ukvarjajo več s smiselnostjo uvajanja spletnega poslovanja in izdelave spletnih strani, saj se zavedajo, da je to za njihov obstoj nujna in edina rešitev.7. ABSTRACT Today, we can hardly imagine business of undertakings without use of the internet. The internet is one of the key channels that none of the undertakings neglect, as it brings a wide range of benefits. It enables undertakings an ease of doing business and communicating practically worldwide. The internet has become a key tool in business presentations and creating trademarks. Undertakings use it for sale promotion, market research and customer relationship management, since these are the fields that cannot be imagined without a proper internet connection. Undertakings form web pages for commercial purposes, knowing that web pages have become an indispensable part of their business environment. Their role has outgrown the conviction that the web pages are only intended for business presentation. Online marketing and searching for new market opportunities are fields to which undertakings pay a lot of attention. Contemporary with the development of the internet, online stores established as well. In recent years, online stores have developed to such extents that in some fields, according to sales results, are slowly overtaking traditional stores. Online shopping is no longer regarded as speciality. Amounts of online purchases are increasing from year to year, since there is almost no product that cannot be purchased online. People are massively attending online stores for the benefits that they offer, e.g. the comfort of shopping or saving time. Technology, that enables easy maintenance and updating of content of online stores, has helped creating the outburst of internet stores. Those best-designed web pages offer visitors easy browse through content and give them assurance of access to requested information in a simple manner. Visitor of the web page must be aware of the useful value of web page, which content should be up to date. What is more, graphic design and appearance, however, ensure that the visitor memorizes that particular web page. Web pages should not contain too many graphic elements, as they increase loading time of individual pages, what can, in the worst case, encourage visitors to visit another web page. Online stores pay much attention to data protection and searching for technological and organizational solutions that ensure security of online purchases. They are fully aware of the fact that only satisfied customers will return to their web page in order to purchase once more. Online shopping habits in Slovenia are not behindhand with those in other countries. The number of online stores is increasing from day to day. The only question that arises within this topic is whom to trust. In this work, we ascertained that e-commerce and related performance of online purchasing is a very wide scope, covering certain organizational, technological, and economical characteristics of business. Online marketing is that particular channel, which allows undertakings to operate globally, economically, and to enhance business much easier and faster. Nowadays, undertakings take little interest in reasonableness of initiation of online business and creating web pages, knowing that this is their only solution for their existence