Model for Evaluating Online Retail Strategies

Abstract

The article addresses the urgent issue of evaluating the effectiveness of online retail strategies amid rapid digital transformation of the economy and growing competition in the e-commerce market. It is established that existing modeling approaches, mainly focused on traditional retail formats, do not fully account for the specifics of the online environment, particularly the impact of digital channels, consumer behavior patterns, process automation levels, and integration with logistics, marketing, and analytics platforms. The study substantiates the feasibility of developing an integrated model for assessing online retail strategies, which incorporates a set of indicators: financial (revenue, profitability, average order value), operational (logistics efficiency, order fulfillment speed, return rate), customer-related (satisfaction level, loyalty, personalization, NPS index), and digital (traffic volume, conversion rate, average session duration, bounce rate, omnichannel presence). The proposed conceptual model enables a comprehensive assessment of the effectiveness of implemented strategic decisions, identification of strengths and weaknesses of the chosen development path, and formulation of evidence-based managerial recommendations for future strategic planning. The model is built on the principles of dynamic surveying using a hybrid evaluation system (additive and multiplicative), which considers critical influencing factors and allows real-time adaptation of strategy evaluation. It is tailored to various online retail formats, including B2C, B2B, D2C, and hybrid models, and can be effectively applied in the strategic and tactical decision-making processes of enterprises. The practical value of the model lies in its flexibility, scalability, universality, and ability to adapt quickly to changes in the external environment, technologies, and consumer demand, as well as in its potential to forecast long-term business initiative performance and reduce strategic risks in a dynamic digital landscape.