Acta Universitatis Danubius. Œconomica, Vol 14, No 3 (2018)

Abstract

The article aims to study the development of the electronic marketing channels in retail industry in Albania, taking a closer look to the development of e-commerce platforms. The tremendous growth of the online world in the recent years created the proper structure for the development of the online business concept in the Albanian market. A great help at this regard, relates with the power of the customer to adapt to the online social networks and platform. As well, the increase of the smartphone technology led to the evolution and time of using the online world and social media.

E-commerce development is one of the biggest opportunities for the retailers, which from the other side includes also big challenges. Perhaps the greatest impact is in the area of channel management. This paper, aims to study the possible effect of the introduction of an e-commerce platforms, considered as an electronic marketing channel, into an already developed structure of retail chain in the Albanian marketing. The study provides, information how to proactively manage the conflict within the different subunits of the retail chain.