Nulagesanalys av svensk e-handel. En undersokning om hur tjanster anvands av foretag for at bemota kundkrav
The Swedish e-commerce has been established for about 25 years, with strong growth from the millennium onwards. The companies that are active within it has many different backgrounds. Mail order companies were some of the early adaptors but today it is also common for companies to first create the e-commerce part of the business, before opening a store. A long list of companies has over the years come and gone, the rotation of the e-shops that are popular have constantly changed. We asked ourselves why.We wanted to get an understanding of the Swedish e-commerce, both from a business perspective and from a customer perspective. This resulted in that we found out what distinguishes companies, active in the Swedish e-commerce through a multiple case study. We realized that the most common way for companies to respond to customer demands, was how they adapted the range of services they offer. To answer the research question, we have used theories about business models, relevant concepts and explored twelve companies spread over the three largest industries within Internet-based commerce in the Swedish market.The findings from the study indicate a homogeneity among the services that e-retailers are offering, but also that industries differ compared to one another.Keywords: Swedish e-commerce, retail e-commerce, multiple case study, service offerings