Kreowanie wartości dla klienta wyzwaniem dla e-commerce
Creating Customer Value for a Challenge for E-Commerce

Summary/Abstract: Customer expectations are characterized by volatility, and the observed rate of these changes is increasing. The mere ability of an enterprise to respond quickly to these needs is not always enough. The challenge is undoubtedly the attempt to take pre-emptiveactions, so as to gain an advantage over others and be able to discount it, which is especially important in the face of unstable competitive advantages. Undoubtedly, the challenge for e-commerce is the automation of processes and fast and effective adaptation to market needs, sometimes determining the need to introduce new business strategies. The precondition for the further development of the industry, as well as maintaining competitiveness, while increasing the profitability of enterprises, is the constant introduction of innovations. The dynamic development of e-commerce as a branch of the economy does notmean the end of sales in traditional stores, as both channels perfectly coexist and interpenetrate. Ubiquitous digitalization, increasing sales of multi-channel, constantly changing customerneeds and preferences determine the process of intense changes taking place in trade. The aim of the article is to present the possibilities and ways of creating value for the customerin e-commerce. The source basis of the study is available literature and analysis of the latest research reports, carried out among e-consumers. Studies are not generalizing, but their essence determines practical usefulness. The coming years in e-commerce will be heading towards faster and cheaper shipments. What will undoubtedly be building the future of e-commerce is professional communication,trouble-free return and immediate compensation of incurred costs of the contract.

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