Evolution of the E-Commerce Ecosystem and Its Impact on Business Models
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The digital transformation of commerce has reshaped e-commerce from a transaction-oriented channel into a complex, platform-mediated ecosystem involving multiple interdependent actors. This study positions itself as a conceptual and narrative review that critically examines the evolution of the e-commerce ecosystem and its implications for contemporary business models. Drawing on recent peer-reviewed literature, policy reports, and conceptual frameworks, the paper analyses how platform governance, ecosystem power asymmetries, data control, and network effects influence value creation and strategic decision-making. The review highlights a structural transition from linear value chains to ecosystem-based business models while critically addressing risks related to platform dominance, strategic dependency, and long-term sustainability. The study contributes theoretically by integrating ecosystem and platform perspectives into business model analysis and offers informed implications for firms and policymakers.
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References
Laudon, K. C., & Traver, C. G. (2023). E-Commerce: Business, Technology, Society. Pearson Education.
OECD. (2022). Digital Platforms and Economic Transformation. OECD Publishing.
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World Economic Forum. (2022). Platform Economy and Digital Ecosystems.
Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2021). Platform Revolution. W.W. Norton.
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