Překážky digitalizace v oblasti e-commerce na B2B trhu

Abstract

This bachelor thesis deals with the digitization of B2B companies in the field of e-commerce. The aim was to identify the factors that prevent B2B companies from digitizing them. Research has shown that there are several barriers that need to be addressed. Qualitative research was used for data collection, specifically a semi-structured in-depth interview. Six B2B manufacturing companies from the Czech Republic with a turnover of over 50 million crowns participated in the research. The interviews were analyzed based on a thematic analysis and the research results are used to suggest new communication options for NetDirect s.r.o. with B2B companies to convince them that they should set up an e-shop.