How the 4s of the web marketing mix impact the customer journey of E-commerce customers

The purpose of this research is to investigate the relevance of the 4P marketing mix for online stores (E-commerce) and explore whether the 4S web marketing mix could provide a more comprehensive framework for developing effective online commerce strategies and as a management systems. With online shopping becoming increasingly prevalent, it presents both challenges and opportunities for businesses operating in this space. The study aims to examine the structure of the e-commerce customer journey, identify gaps and opportunities that exist within each of the five stages (site landing, product discovery, product presentation, cart management, and checkout), and evaluate the impact of the 4S web marketing mix (Scope, Site, Synergy, and System) on the customer journey. Through this research, we hope to gain a better understanding of how businesses can optimize their online presence and marketing efforts to create a seamless and engaging customer experience. To achieve the research objectives, a mixed-methods approach was adopted, consisting of online research, observational methods, and two interviews with experts in the field of e-commerce. The researcher also brings six months of experience working in an e-commerce setting. The qualitative nature of the interviews enabled us to gain valuable insights from individuals with first-hand experience in the industry, providing a deeper understanding of the challenges and opportunities faced by businesses operating in the online space. The online research and observational methods, on the other hand, helped to gather a broader range of data and gain a more holistic view of the customer journey. By utilizing multiple research methods, this study aims to generate a comprehensive understanding of the e-commerce landscape and provide practical recommendations for businesses looking to enhance their online presence and marketing strategies.