“…Over the past twenty years, active development of electronic markets has attracted the increasing attention of researchers from different subject areas [Hoffman, Novak, Peralta, 1999;Schafer, Konstan, Riedl, 2001;Childers et al, 2002;Pavlou, Dimoka, 2003;Gibbs, Kraemer, 2004;Kim, Urunov, Kim, 2016;Casado-Aranda, Martínez-Fiestas, Sánchez-Fernández, 2018;Sukhodolov, Popkova, Kuzlaeva, 2018]. An innovation for the retail market in the 2000-s, [Kendall et al, 2001;Santarelli, 2004] offering certain advantages over offline formats [Yadav, Varadarajan, 2005], e-commerce is now a vital channel for consumers and businesses alike, and it is growing.…”