Similarities and Disparities of e-Commerce in the European Union in the Post-Pandemic Period

Abstract

The emergence of the COVID-19 pandemic has resulted in notable transformations of the commerce landscape, particularly in the realm of electronic commerce. This sector has experienced a precipitous advancement, characterized by substantial modifications of online business under-takings, encompassing both products and services. The aim of the current research was to explore the similarities and differences between European Union member states in the context of e-commerce in the post-pandemic period, taking into consideration the population’s level of education, the risk of poverty, as well as households’ access to the internet. The analysis was conducted for the year 2021, which represented the most recent year for which data were available, and was based on the application of the hierarchical cluster methodology, which included the Ward method and the Robust Tests of Equality of Means (Welch and Brown–Forsythe). Five clusters resulted, which included a minimum of three countries and a maximum of nine. The present study focused on examining the similarities and disparities within clusters, as well as among countries belonging to those clusters. These observed similarities and disparities are believed to be the outcome of various indicators that influence the realm of electronic commerce, and they are contingent upon the economic development level of each country and their ability to cope with the challenges posed by the COVID-19 pandemic. The information obtained in this study pertains to the future of electronic commerce in the sense of identifying premises that allow the development and application of development strategies.

Keywords

• electronic commerce
• clusters
• similarities and disparities
• customer relationship management (CRM) and secure transactions
• risk of poverty
• level of internet access of households