Relationships between sociological, demographic and macroeconomic factors and e-commerce market turnover

The purpose of this article is to examine the relationship between the value of turnover in the booming e-commerce market and variables from economics, demographics and sociology.Design/methodology/approach: The focus was on the analysis of panel data from 18 European economies over the period 2017-2022.Both static econometric models with fixed and random effects and dynamic models using the Blundell-Bond estimator were used.Findings: The analysis conducted showed a significant and strong relationship between the value of e-commerce turnover per capita in the earlier period and its value in the later period.Furthermore, a positive relationship was found between the degree of urbanisation, the level of real GDP per capita and the increase in the percentage of internet users in the population and the value of e-commerce turnover per capita.Research limitations/implications: The analysis focused mainly on panel data from 18 European economies, which limits the possibility to generalise the results to other regions or markets with different social and economic structures.Practical implications: E-commerce enables companies to reach new markets and customers more easily, leading to increased sales and faster growth.Understanding the mechanisms of e-commerce growth in Europe can help companies optimise their strategy and expansion decisions.Social implications: Analysis of demographic and sociological factors enables a better understanding of the purchasing preferences of different social groups, which provides valuable information for marketing and strategic planning.Originality/value: The study's added value is its integrated approach to analysing the development of the e-commerce market in Europe, taking into account history, the evolution of consumer behaviour, business trends and econometric data analysis to understand the complexity of the phenomenon.