The Introduction of an Electronic Sales Channel in an Organisation / Elektroninių pardavimų kanalo įvedimas organizacijoje
Volume 49, Issue 2 (2026), pp. 168–180
Pub. online: 2 July 2026
Type: Article
Open Access
Open Access
Published
2 July 2026
2 July 2026
Abstract
An electronic sales channel is a tool that organisations use to reach their end customers and sell to them directly or indirectly. The
aim of the work is to analyse the theoretical specifics of electronic sales, and develop a theoretical model for introducing an electronic
sales channel and to improve it for experts. Scientific problem: How to effectively introduce an electronic sales channel in an
organisation? Research methods: comparative analysis, systematisation, and generalisation of scientific literature sources, qualitative
(expert interview) survey. The results of the study show which segments the experts supplemented the theoretical model with and
indicated the problems of introducing the theoretical model. According to experts, the main problem in introducing an electronic
sales channel is finding qualified personnel, leading personnel to understand what an electronic sales channel is. These are the main
problems from which other problems arise, which are: cost management, the regularity of selected intermediaries, compatibility, and
integration difficulties.