Title: Traffic-based industry map of e-commerce

Authors: Yung-Chen Hung, Yi-Cheng Liu

Addresses: Department of Computer and Information Science, Soochow University, 56 Kwei-Yany St. Sec 1, Taipei, Taiwan. ' The School of Electronic Engineering and Computer Science, Peking University, Beijing 100871, China

Abstract: In this research, we conduct an empirical analysis of web traffic and digital power in different countries based on global e-commerce. During the experiment, we propose a digital indicator and use the indicator to determine industry power in different countries. This paper describes a method and a series of indicators for analysing the e-commerce industry. We create the Personal Reach per Day (PRD), Personal Page views per Day (PPD) and Global Traffic Score (GTS) indicators to calculate the e-commerce power of each nation. We propose a traffic-based method to estimate the global reach and Page views of websites that provides an aggregated view of e-commerce activity. We also adopt a general approach to categorise business models according to the different e-commerce sectors – B2C, B2B and C2C. With regard to nations, sectors and business models, we surf around traffic-rating websites and generate graphs based on numerical data extracted from the websites. Finally, we present experimental results showing the performance of different nations and categories in our industry map of e-commerce.

Keywords: global e-commerce; electronic commerce; industry map; website reach; page views; business models; internet marketing; advertising; web traffic.

DOI: 10.1504/IJIMA.2006.012688

International Journal of Internet Marketing and Advertising, 2006 Vol.3 No.4, pp.355 - 378

Available online: 08 Mar 2007 *

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