Success Factors for B2C E-commerce of Food Products

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dc.contributor.authorHenrysson, Emilia
dc.contributor.authorOlsson, Jenny
dc.contributor.departmentChalmers tekniska högskola / Institutionen för teknikens ekonomi och organisationsv
dc.contributor.departmentChalmers University of Technology / Department of Technology Management and Economicsen
dc.date.accessioned2019-07-03T14:28:39Z
dc.date.available2019-07-03T14:28:39Z
dc.date.issued2017
dc.description.abstractThe B2C e-commerce of food products is growing rapidly, but from a relatively low level compared to other product categories. Customers find the e-commerce convenient since they can order their food whenever they like and save time in their everyday life. However, it is not all implementations of e-commerce that have been successful and many different business models exist on the Swedish market competing for success. The aim of this report is to identify the success factors for B2C e-commerce of food products, and to give recommendations on which factors to prioritize for improving the e-commerce business. The Delphi method is applied to fulfill the aim of the report. As a first step, representatives from companies offering e-commerce of food products and e-commerce experts are interviewed to find potential success factors. In parallel, previous research is studied to identify factors influencing success. Through a coding approach a separate set of success factors are identified from the interviews and the previous researchers. The two separate results are then analyzed and discussed which generates identified success factors in the three different categories: Market related activities, Operations related activities, and Digital infrastructure. As a second step of the Delphi method, the interviewees participate in a survey which generates a prioritization among the identified success factors. The prioritization is further analyzed and discussed from a time perspective, where the development phase of the e-commerce is considered. It is concluded that some of the identified factors are more critical in the growth phase, while other factors are of essence in the maturity phase or in both phases. Factors that leads to increased sales volumes, larger customer base and increased market share are prioritized today since the e-commerce actors aim to grow. The factors which contributes to increased profitability are not prioritized yet, while factors facilitating the feeling of convenience for the customers are always of importance.
dc.identifier.urihttps://hdl.handle.net/20.500.12380/250053
dc.language.isoeng
dc.relation.ispartofseriesMaster thesis. E - Department of Technology Management and Economics, Chalmers University of Technology, Göteborg, Sweden : E2017:012
dc.setspec.uppsokTechnology
dc.subjectTransport
dc.subjectÖvrig industriell teknik och ekonomi
dc.subjectTransport
dc.subjectOther industrial engineering and economics
dc.titleSuccess Factors for B2C E-commerce of Food Products
dc.type.degreeExamensarbete för masterexamensv
dc.type.degreeMaster Thesisen
dc.type.uppsokH
local.programmeSupply chain management (MPSCM), MSc
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