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Publicação
E-Commerce 2.0: Transforming E-commerce Architectures for the Digital Age
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| 1.52 MB | Adobe PDF |
Orientador(es)
Resumo(s)
E-commerce is defined as the exchange of goods and services over an electronic network. This kind of commerce has evolved significantly, becoming a vital component of the global economy. This thesis identifies the limitations of traditional e-commerce architectures, such as lack of flexibility and scalability addressing these problems by developing a flexible and scalable e-commerce architecture that can integrate easily with current and emerging technologies available in the market. The developed architecture has cloud computing, headless commerce, and API’s as the foundations, technologies like Big Data, Artificial Intelligence and Generative AI are used to improve customer engagement, conversion and operations within the business. The research methodology includes a literature review that starts with an overview on ecommerce concepts and e-commerce itself and ends with technologies by exposing current and emerging technologies. After this review, a new architecture is proposed to fix problems with the current architectures. This new architecture supports omnichannel strategies, integrates advanced analytics for personalized marketing and uses advanced technologies to help both business and customer. This proposal is then validated through expert interviews and a practical case, which demonstrates the potential to enhance customer experience, operational efficiency, and business agility. The findings of this research indicate that adopting this kind of architecture can improve the adaptability and performance of e-commerce platforms.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
Palavras-chave
E-commerce E-commerce Structures Digital Transformation Marketing Applications Omnichannel Customer-centric SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure