Study of e-commerce trends based on customer characteristics in Latvia

Abstract

[EN] The current topics of e-commerce studies in Latvia are examined and basic directions of research are highlighted. The key trends of e-commerce development processes in the country are analyzed, based on the study of the main characteristics and preferences of e-costumers. The main problems in the development of e-commerce in Latvia and further steps to address them are substantiated. This article aims to investigate trends in Internet commerce in Latvia based on the characteristics of e-customers and determine the prospects and ways in which Latvian businesses can take advantage of the opportunities offered by the Internet. Based on the research results, an author can note that there is significant ecommerce development potential in Latvia and, in particular, by local businesses.