The Introduction of an Electronic Sales Channel in an Organisation / Elektroninių pardavimų kanalo įvedimas organizacijoje

An electronic sales channel is a tool that organisations use to reach their end customers and sell to them directly or indirectly. The aim of the work is to analyse the theoretical specifics of electronic sales, and develop a theoretical model for introducing an electronic sales channel and to improve it for experts. Scientific problem: How to effectively introduce an electronic sales channel in an organisation? Research methods: comparative analysis, systematisation, and generalisation of scientific literature sources, qualitative (expert interview) survey. The results of the study show which segments the experts supplemented the theoretical model with and indicated the problems of introducing the theoretical model. According to experts, the main problem in introducing an electronic sales channel is finding qualified personnel, leading personnel to understand what an electronic sales channel is. These are the main problems from which other problems arise, which are: cost management, the regularity of selected intermediaries, compatibility, and integration difficulties.