Research on the development of e-commerce worldwide and the impact of marketing on the e-commerce traffic of the Biancomolina brand

This paper explores the advantages that businesses can gain from using electronic commerce. It outlines and briefly describes various types of e-commerce, such as B2C, B2B, and C2C. The global growth in the use of electronic commerce is presented through statistical data obtained from previous research. The paper also describes the development of e-commerce for the Biancomolina brand and the marketing that was conducted, as well as the analysis of the results obtained on the increase in e-commerce traffic, carried out with the help of the "Google Analytics" tool. For the purposes of this research, a Web store was developed for the mentioned brand, followed by the implementation of a marketing campaign and an analysis of store traffic. This included checking the types of devices used to access the store, identifying the products visitors were most interested in, and profiling customers. The results showed that the introduction of sales through e-commerce was justified and that marketing influenced the increase in interest of potential customers, as well as sales. Data on customer interests helps companies better understand who needs their products and identify services and factors that influence purchasing decisions.