Measuring Impact of E-commerce on Small Scale Business: A Systematic Review

Abstract

The Internet has altered our life and the way we used to connect with friends and conduct business. Marketing, advertising, and promotional efforts have changed all as a result of the Internet. Similarly, the Internet has a significant impact on brand equity. Strategists have exploited the Internet to gain a competitive advantage as more and more clients use the web. It has altered the competitive landscape by assisting brands in establishing themselves through internet platforms. New companies that built ecommerce sites battled for brand awareness, driving older corporations to use the e-commerce approach to build brand awareness in online markets. The methods have aided them in pulling and repositioning their existing brand assets online in order to create a new brand through competitive ecommerce operations.