The impact of digital marketing strategies on the performance of e-commerce platforms

During a period in which digitalisation is redefining how companies interact with customers, digital marketing has become a crucial strategic component for the development and scaling of online businesses. E-commerce platforms - especially online marketplaces - have become a key pillar of the digital economy, and their success increasingly depends on their ability to implement and optimise effective digital strategies. In this context, analysing the impact of digital marketing on the commercial performance of online platforms becomes not only a relevant research topic but also a practical necessity for understanding modern consumer trends, technologies and market behaviour. The relevance of the topic is closely linked to the accelerated growth of e-commerce and digital communication environments over the last decade. Technological change and consumer behaviour have made digital marketing a key factor in the effectiveness of e-commerce platforms. The COVID-19 pandemic has accelerated this trend by shifting a large part of commerce online and forcing companies to strengthen their digital presence. Globally, e-commerce sales rose significantly - from about USD 3.5 trillion in 2019 to more than USD 5.5 trillion in 2022 - and are expected to exceed USD 8 trillion by 2026. This evolution underlines the essential role of digital marketing in attracting and retaining online customers.