Influencing E-commerce Performance in European Transition Economies: An Urgent Call for Digital Marketing

Background This study investigates the influence of digital marketing techniques on e-commerce businesses’ performance in Albania’s transition economy. Objectives While no comparable research has yet been carried out in the Balkan region so far, the goal is to offer both empirical insights and practical value for businesses to enhance strategy frameworks of digital marketing. Methods/Approach Using a representative sample, the research employs hierarchical regression with control variables to test hypotheses, which advances knowledge in the field by introducing a new framework that has not been previously employed. Results The empirical data of the representative sample show that different combinations of digital marketing techniques positively impact e-commerce performance. Conclusions The findings contribute to advancing knowledge in the field and offer a practical framework for e-commerce businesses in the transition economies, particularly Albania, to optimize their digital marketing strategies and enhance their performance.