THE TWO FACES OF E-COMMERCE: A COMPARISON OF E-COMMERCE PLATFORMS AND SOCIAL COMMERCE

Authors : Ali Gülbaşı, Ercan Taşkın

Pages : 71-82

Doi:10.58627/dpuiibf.1535413

View : 125 | Download : 146

Publication Date : 2024-12-31

Article Type : Research Paper

Abstract :E-commerce today is primarily concentrated in two main systems: commerce through e-commerce platforms and social commerce. E-commerce platforms, such as Amazon and Hepsiburada, are large online marketplaces offering a wide range of products, requiring significant initial investments, and providing a secure shopping experience. On the other hand, social commerce takes place through social media platforms, is based on personal interactions at lower costs, and focuses on converting users\\\' social network interactions into shopping activities. While e-commerce platforms stand out for their reliability and comprehensive services, social commerce offers a more direct and interactive shopping experience. In this context, the aim of this study is to examine the differences between commerce through e-commerce platforms and social commerce in the field of digital marketing. To achieve this goal, the research question \\\"What are the differences between e-commerce platforms and social commerce?\\\" was posed. To address this question, document analysis, one of the qualitative analysis techniques, was employed, and the differences between e-commerce platforms and social commerce were revealed.
Keywords : E-Ticaret, E-Ticaret Platformları, Sosyal Ticaret.