Local versus global markets in electronic commerce: Towards a conceptualization of local electronic commerce strategies

This chapter introduces the case for locally focused electronic commerce and offers strategies that local merchants might use to capitalize on their combined physical and visual storefronts. The analysis suggests that developments in electronic commerce should not always be considered free from the constraints of geography. This holds in particular for those local retailers who offer products readily available elsewhere. They may need a web strategy that emphasizes the synergy between their local presence and their web storefront. On the other hand, a global web strategy makes sense for local players with niche products that are not readily available.