Investing in e-commerce for jewellery retailers

Bachelor Thesis from the year 2011 in the subject Business economics - Company formation, Business Plans, grade: 1,3, , language: English, abstract: Abstract

Purpose: The purpose of this study is to develop a basic guideline for jewellery retailers for

an investment in e-commerce by handling the important success factors, difficulties and risks.

Design/methodology/approach: Firstly, analysing previous results for important success

factors, difficulties and risks general in e-commerce. Secondly, expert interviews with four ecommerce

start-up managers and one consultant for the jewellery industry to analyse the

special challenges in e-commerce for jewellery retailers. Thirdly, by combining these results

and appropriate solution approaches based on the expert interviews and further literature

developing a basic guideline how to handle these factors at an investment in e-commerce.

Findings: Many general e-commerce success factors, difficulties and risks in e-commerce

apply also for the jewellery retailers. For jewellery retailers the picture quality, page design

and customer trust is more important as in other industries.

Limitations: The focus of study and guideline is on e-commerce for B2C jewellery retailers,

there is no examination about product development or selection. Furthermore it is focus on

the behaviours in western Europe and excluded the gems market.

Practical Implication: The study helps jewellery retailers at their investment in e-commerce

by facilitate to handle the important success factors and difficulties, as well as to protection

for pitfalls by using the developed guideline.

Originality/value: The study developed unique guideline for jewellery retailers for an

investment in e-commerce.