E-COMMERCE IN THE CONTEXT OF INTERNATIONAL TRADE ACTIVITIES

This book is oriented on characterization and comparison of e-commerce of selected company in different EU countries. The main aim is to present the adaptation of individual e-shops to local culture of the specific countries based on collected information from the respondents as well as to give recommendations which would improve e-commerce adaptation to different cultures of a selected company.After we introduced IKEA company and characterized their adapted e-shop to Spanish, Dutch and Slovak markets, we had done survey where participated respondents from mentioned countries to find out if adaptation of e-shop was successful. We found out that only in the case of the Spain, adaptation was fully successful while in Slovak and Dutch e-shop there is room for improvements.