Controlling in the e-commerce sphere

The article explores relevant aspects of implementing control in the e-commerce sector within the context of digitalization. It highlights the role of controlling as a tool for making informed managerial decisions, enhancing business process efficiency, reducing costs, and increasing customer satisfaction. The study provides insights into the critical importance of integrating controlling systems with digital technologies to meet the growing demands of the dynamic e-commerce environment. A comprehensive analysis of literary sources and recent scientific research has been conducted to identify key trends in integrating digital technologies into controlling processes. These include automated demand forecasting systems and analytical platforms facilitating real-time data-driven decision-making. Special attention is given to performance metrics such as website conversion rate, average order value (AOV), bounce rate, repeat purchase rate, and metrics related to customer session duration and page views. These indicators are essential for evaluating operational success and identifying improvement areas. The study underscores the significance of automating logistical processes, mainly warehouse management systems (WMS), to streamline the processing of orders and returns. Effective logistics management, supported by controlling, ensures timely delivery, accurate order fulfillment, and cost-efficient returns handling, which are pivotal for sustaining customer trust and loyalty. Furthermore, the article analyzes tools that enable enterprises to respond swiftly to market changes, minimize risks, and improve the quality of managerial decisions. Emphasis is placed on establishing a unified information space to consolidate data from various sources. This remains a critical challenge for advancing controlling practices in e-commerce. Keywords: controlling, e-commerce, digitalization, logistics, returns management, analytics platforms, automation, strategic management.