“…For example, a handful of existing research examines how e‐commerce adoption led to business value creation (Du & Mao, 2018; X. Li, Troutt, Brandyberry, & Wang, 2011; Tan, Pan, Lu, & Huang, 2015). Strategies in catering for consumer preferences and maximise sales performance were discussed (Chen, Huang, & Davison, 2017; Fang et al, 2014; Huang, Chen, Ou, Davison, & Hua, 2017; Martinsons, 2008), including product categorisation (Lin & Wang, 2018), time‐limited discounts (H. Li, Fang, Lim, & Wang, 2019) and the use of computer‐mediated communication tools on e‐commerce platforms (Ou, Pavlou, & Davison, 2014).…”