Analysis of Alza and eMAG in the Hungarian E-Commerce

Our research compared the two main online retailers. Through secondary source analysis, we explored the business models of e-commerce, comparing the two companies' product offerings, delivery terms, marketing, payment and return terms, and other services. We first examined preferences for online and offline commerce, then the marketing activities of the two companies and finally satisfaction. Both organisations need to enhance customer satisfaction and customer experience. eMAG needs to improve its brand attractiveness and make more effort to attract attention. Even though Alza has attracted attention, it still needs to motivate people to buy, as their shopping preferences are less favourable. We have found that domestic consumers want online shopping to be convenient, easy and safe, so improving this area could enhance their shopping experience. Tailoring customer interactions, targeted advertising and personalised offers based on the purchase data obtained can help to increase propensity to buy. And regular satisfaction surveys and soliciting customer feedback can help identify potential problems early and address them quickly

Attractiveness · Consumer behaviour · Customer needs · Customer satisfaction · Online advertising · Payment · Product (mathematics · Quality (philosophy · Consumer Retail Behavior Studies · Hungarian Social, Economic and Educational Studies · Regional Development and Management Studies