MARKETING STRATEGIES AND COMMUNICATION PROBLEMS OF SMALL AND MEDIUM-SIZED E-SHOPS IN THE SLOVAK MARKET

The trend of e-shops and online selling is on a constant growth in almost all the fields of business. New e-shops with different focus and specialisation have emerged either worldwide or in the Slovak market, which increases the competitiveness. Attracting attention of online consumers and leading them to the final step, which is purchase, has already become a challenge. In the online environment, consumers are really flexible when searching and comparing the prices of various e-shops in order to purchase in the most effective way. Building a strong brand name and consumer loyalty through a sophisticated marketing strategy with a great deal of communication activities is a key to success of the whole e-tail business.