The Economics of Digital Shopping in Central and Eastern Europe

A compact guide to e-commerce in CEE region offering an overview of trends in digital consumer behavior and cross-country comparisons.

Barbara Grabiwoda (Author), Bogdan Mróz (Author)

9781009108447, Cambridge University Press

Paperback / softback, published 3 March 2022

75 pages
22.8 x 15 x 0.5 cm, 0.12 kg

Transformations caused by increasing virtual connectivity reach all business touchpoints, but the surge towards digital technologies is not distributed evenly across European markets, with the Central & Eastern Europe (CEE) region showing the strongest diversity of digital adoption levels. This Element outlines the characteristics of CEE digital markets, along with an additional contextual layer investigating online consumer behaviors. In-depth analysis of the similarities and differences in the region will allow the pace of ongoing digitization to be traced. The authors' objective in delivering this Element is to analyze the opportunities presented by the digital economy in CEE and to provide an actionable outlook for the e-commerce potential within the region's markets. Observations are based on in-depth analysis of dependencies between globalization of consumer behaviors and ongoing barriers to digital adoption caused by both economic and geo-political limitations.

Introduction
1. Systematic literature review of digital innovation in emerging markets of Central and Eastern Europe
2. The rise of digital shopping in CEE countries – a consumer-led transformation
3. Key shopper behaviors and drivers across CEE markets
4. CEE e-commerce market deep dive
5. Key e-commerce trends in CEE
Conclusions.

Subject Areas: Online shopping & auctions [UDBA], Economics [KC]