Literature Review: E-commerce impact on Sports Direct sales

This literature review examines the concept and classification of e-commerce, focusing on its impact on customer behavior and sales, particularly within the context of Sports Direct. The review explores the evolution of e-commerce, from basic electronic transactions to sophisticated online platforms, including the influence of factors like free shipping, easy returns, and customer reviews on consumer purchase decisions. It analyzes various e-commerce models, such as business-to-business, business-to-consumer, and the role of information management in e-commerce operations, including automation, extension, and transformation. The study emphasizes the importance of digital communication, customer databases, and order processing, and highlights how these elements influence customer trust and satisfaction. The review concludes that e-commerce offers significant opportunities for business growth, emphasizing the need for continuous improvement in the online shopping experience to ensure customer retention and profitability. This study is based on secondary research and provides valuable insights into the e-commerce industry, helping to understand the customer's perspective in online sales.

1 = LITERATURE
REVIEW

Table Contents
1 = LITERATURE REVIEW............................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
The Concept of e-commerce..................................................................................................3
Classification of e-commerce.................................................................................................4
E-commerce information management..................................................................................5
Impact of E-commerce on customer.......................................................................................5
CONCLUSION................................................................................................................................6

INTRODUCTION
Literature review is the critically evaluated process from different books or journals. It is
the type of secondary research tools. In other words, literature review is the synthesis of the
available literature regarding the research topic. It provides the in-depth knowledge of research
goals and objectives. Present literature part will be explaining the rationale study to assess the
relevance of customer review on the overall sale of e-commerce on Sports Direct. This will help
to identify the research objectives and best performing goals. Sports Direct is the UK’s leading
sports' trailer and the owner of world famous sport or fashion and lifestyle brands. The main aim
of this present study is to enhance the role of sale of e-commerce business. In order to cope up
with the present market demand, company expands their digital presence with a mobile
optimized site. Sport Direct immediately creating seamless multi-channel approach. Customers
of Sports Direct are very multi-channel buyers that would be expected highly usable mobile
experience to enhance the shopping habits. Company needs to expand its e-commerce market to
ensure seamless user experience across different channels. Besides, it helps to sustain the long-
term goals and gives better transformation goals.
MAIN BODY
The Concept of e-commerce
As per the view of author, today technology has made it easy to learn about a chair, the
concept of e-commerce which is the trade of goods and services using the internet as a medium
to conclude a said set transaction being carried out with the use of the internet. Sales of online
products has been increasing Huang and Sarigöllü, 2014). The main aim of e-commerce is to
generate electronic trade system in which direct face to face exchange or conducted interviews of
any form of commercial transactions. It refers to the large business activity for products and
services. It also pertains to any form of business transaction in order to exchange commodity
goals from each other’s. According to author, E-commerce refers to a wide concept these days.
Huang and Sarigöllü, 2014 E-commerce or EC is the buying and selling of goods and
services through one place to another is also known as Electronic Data Interchange device useful
to exchange the business documents with other companies. As per the author, there are various
form of e-commerce system present, through which customer can get many facilities at one time
such as business to business, business to consumer, consumer to consumer, consumer to

business, business to administration, consumer to administration. Sports Direct can use different
techniques such as inbound marketing, sales promotions, stock control, SEO, email marketing.
There are different types of e-commerce that helps to keep the market opportunities best and
approachable. Jiang, Jun and Yang, 2016 As per the business model of concept e-commerce,
they provide online shop with its own products. Sports Direct can also get the good customer
response towards brand loyalty and growth. Drop shipping is another term of e-commerce that
would help customer to take the new forming channels. Membership main purpose is recurring
purchases.
Classification of e-commerce
As per the author, electronic commerce grows and further exploits the attributes to the
internet. Sports Direct can easily adopt this concept into the business to make its more popularity
in market in terms of good customer perception. This concept helps to fulfill the customer needs
and wants as per the specific time period. Online e-commerce trading reduces time, cost and
efforts for clients. The main benefits for companies are that to develop the main objective task
and leading challenges. Pavlou and Stewart, 2015In order to develop the market at global level,
this concept would be the best choice for Sports Direct to increase the high accessibility of
customers. In terms of customer review they are very happy and satisfied with the new terms of
development process.
As per the author, marketplace is an online departmental store, where different sellers offer their
products from one or more sectors. For example, Amazon. It is the best example of online store
where customers can easily get the best price of products at less delivery time. It helps to sustain
the long-term liability goals in order to select the target market goals. Besides, training,
counseling, mentoring is another most essential or viable option to ensure better target
performance. Sports Direct can also get the customer review by using online reviews. It gives
better performance source channel. For company, e-commerce is the best option to generate
profit learning source that helps to make good better performance goals. Besides, it helps to
sustain the long-term opportunity and goals. Generation goals would help me to make long term
challenging goals for the company performance. Overall, more clients is the benefit of this would
help me to make the good presence of better objective goals. E-commerce provides an
opportunity where company can give large amount of quality performance task and opportunities
that makes good presence of tasking for company benefits. It is less effective or cost effective in

terms of investing goals. Rahayu and Day, 2015 Apart from that, in response to this increased
level of outsourcing opportunities, business will exploit the benefits of e-commerce by
decoupling as many links of their production chain.
E-commerce information management
E-commerce is the most appropriate and effective communication information exchange
goals. All the transactions of the business system have been done electronically. Digital
communications make it easier to capture and the use the information throughout the distribution
process. Digital communication has adopted some concepts or models such as automation,
Extension, transformation. Automation is the common concept or model of e-commerce. Where
automated existing activities or processes are there. For examples supporting customers online
and with stakeholders as well. Besides, extension is another digital technology to support new
ways of conducting business which supplement rather than replace existing processes. Another
model or concept of e-commerce is Transformation is the process which replaced by another new
one process. Holistic business model framework helps to manage the complex relations. There
are given some important components of digital technology that helps Sports Direct to make
good image in front of the customers minds. Such as customer database, updated product
inventory, order processing, order filling and customer notification, Order tracking, shipping
information, customer business interaction etc (Chiu and et.al., 2014). Information technology
has played most important role these days that helps to conduct the best transforming role in
present days. It generates online trust among customers. That helps company to invent new
theories or goals, it has been critically evaluated that, customers do not purchase the items via
online due to lack of security levels, dislike dissatisfying facts or low performance goals will
make the best performing thoughts. Overall, it requires best source of performing goals. This
would also help to sustain the long-term liability goals.
Impact of E-commerce on customer
E-commerce is always consistent to earn and retain consumers. Company needs to
continuously improve the consumer's experience of online shopping for the successful and
profitable operation of the business. There are some factors which influence the consumers
purchase decisions:
Free shipping: it is the second largest factor which influence the consumer's purchase
decisions. And it contributes (56%), It attracts customers who do online shopping very often, for

them the shipping cost matter the most. Free shipping helps in retaining the customers for a long
period.
Easy return: This policy contributes 35% and it is the third largest factor which
influence the buying decisions of the customers and it should be well written in a simple
language. If the company is selling electronic goods and accessories and selling apparels then
policies must be written in simple language (Chiu and Huang, 2014). The customer has an
option of returning the product in case of faulty goods appear or size of the product mismatch.
Customer reviews: customer reviews often prove to be a better medium for depicting the
trial results. The customer who are posting positive reviews award them with the free gifts. And
the customers who are posting negative reviews then resolve the problem of products for the
consumers. This will encourage them to give regular reviews and this motivation will lead to
receive positive results from them.
CONCLUSION
On the basis of above discussion and explanation. It has been concluded that E-commerce
is the most influencing and best leading source full ideas. Moreover, present Literature review
has been based on the best possible manner of growth. Apart from that, E-commerce is the best
resourceful ideological facts and figures who makes the best resourceful facts. Present LR
discussed about the online transaction, and how they attract number of customers. E-commerce
is the most appropriate and long-lasting technology that helps to connect with different
technological performance and goals that helps to make company as well as customer context.
LR is the best source or tool for collecting secondary data or information that has been already
exist in the market. Besides, it also helps to connection the long lasting performing goals and
target market opportunity for the overall industry level.