Opportunities and Challenges of Companies from the Romanian E-Commerce Market for Sustainable Competitiveness

Abstract

Consumer behavior differs from country to country, which may implicitly influence the financial performance of e-commerce companies. The paper’s objective is to study the characteristics of the companies from the Romanian e-commerce market for sustainable competitiveness. The empirical analysis was a quantitative and qualitative one. For the qualitative analysis of the studied sample, variables that represent the specific characteristics of companies were taken into account, the most relevant of which will be included as control variables in econometric models. Research results highlight that the recognized companies registered lower values of financial performance, they influence each other and for the company to improve the customer relationship, they have to invest in brand consolidation. The practical implications can be for managers to focus on companies’ branding, improving customer relations, disclosing more information about the company, the products they sell online, and sustainability actions to have sustainable competitiveness.