E-commerce automation: A mixed-method investigation and workshop canvas for e-commerce roadmap development

Marc K Peter; Reto Baumgartner; Danilo Siscaro; Alain Neher

doi:10.1007/978-981-97-3698-0_52

E-commerce automation: A mixed-method investigation and workshop canvas for e-commerce roadmap development

Marc K Peter
, Reto Baumgartner
, Danilo Siscaro
, Alain Neher

Business

University of Applied Sciences and Arts Northwestern Switzerland FHNW
My Sign AG

Research output: Book chapter/Published conference paper › Chapter (peer-reviewed) › peer-review

1 Citation (Scopus)

Abstract

E-commerce emerged with the development of ICT and digitization. The combination of e-commerce and process automation can be referred to as e-commerce automation. This study aims to provide a holistic view of e-commerce automation by identifying the relevant dimensions, current maturity levels in organizations, and assumed strategic potential via an online survey and qualitative interviews. Results are summarized in a workshop canvas for e-commerce roadmap development, guiding organizations through the dimensions of data, processes, technical performance, customer experience, marketing and content, as well as organizational culture, structure, and roles.

Original language	English
Title of host publication	Marketing and smart technologies
Subtitle of host publication	Proceedings of ICMarkTech 2023
Editors	José Luís Reis, Marc K. Peter, Luís Paulo Reis, Zorica Bogdanovic
Place of Publication	Singapore
Publisher	Springer
Chapter	52
Pages	779-793
Number of pages	15
Volume	2
ISBN (Electronic)	9789819736980
ISBN (Print)	9789819736973
DOIs	https://doi.org/10.1007/978-981-97-3698-0_52
Publication status	Published - 2025
Event	2023 International Conference on Marketing and Technologies : ICMarkTech 2023 - Prague, Czech Republic Duration: 30 Nov 2023 → 02 Dec 2023 https://link.springer.com/book/10.1007/978-981-97-1552-7

Publication series

Name	Smart Innovation, Systems and Technologies
Volume	393
ISSN (Print)	2190-3018
ISSN (Electronic)	2190-3026

Conference

Conference	2023 International Conference on Marketing and Technologies
Country/Territory	Czech Republic
City	Prague
Period	30/11/23 → 02/12/23
Internet address	https://link.springer.com/book/10.1007/978-981-97-1552-7

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10.1007/978-981-97-3698-0_52

Cite this

Peter, M. K., Baumgartner, R., Siscaro, D., & Neher, A. (2025). E-commerce automation: A mixed-method investigation and workshop canvas for e-commerce roadmap development. In J. L. Reis, M. K. Peter, L. P. Reis, & Z. Bogdanovic (Eds.), Marketing and smart technologies : Proceedings of ICMarkTech 2023 (Vol. 2, pp. 779-793). (Smart Innovation, Systems and Technologies; Vol. 393). Springer. https://doi.org/10.1007/978-981-97-3698-0_52

Peter, Marc K ; Baumgartner, Reto ; Siscaro, Danilo et al. / E-commerce automation : A mixed-method investigation and workshop canvas for e-commerce roadmap development. Marketing and smart technologies : Proceedings of ICMarkTech 2023. editor / José Luís Reis ; Marc K. Peter ; Luís Paulo Reis ; Zorica Bogdanovic. Vol. 2 Singapore : Springer, 2025. pp. 779-793 (Smart Innovation, Systems and Technologies).

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note = "2023 International Conference on Marketing and Technologies : ICMarkTech 2023 ; Conference date: 30-11-2023 Through 02-12-2023",

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Peter, MK, Baumgartner, R, Siscaro, D & Neher, A 2025, E-commerce automation: A mixed-method investigation and workshop canvas for e-commerce roadmap development. in JL Reis, MK Peter, LP Reis & Z Bogdanovic (eds), Marketing and smart technologies : Proceedings of ICMarkTech 2023. vol. 2, Smart Innovation, Systems and Technologies, vol. 393, Springer, Singapore, pp. 779-793, 2023 International Conference on Marketing and Technologies , Prague, Czech Republic, 30/11/23. https://doi.org/10.1007/978-981-97-3698-0_52

E-commerce automation: A mixed-method investigation and workshop canvas for e-commerce roadmap development. / Peter, Marc K; Baumgartner, Reto; Siscaro, Danilo et al.
Marketing and smart technologies : Proceedings of ICMarkTech 2023. ed. / José Luís Reis; Marc K. Peter; Luís Paulo Reis; Zorica Bogdanovic. Vol. 2 Singapore: Springer, 2025. p. 779-793 (Smart Innovation, Systems and Technologies; Vol. 393).

Research output: Book chapter/Published conference paper › Chapter (peer-reviewed) › peer-review

TY - CHAP

T1 - E-commerce automation

T2 - 2023 International Conference on Marketing and Technologies

AU - Peter, Marc K

AU - Baumgartner, Reto

AU - Siscaro, Danilo

AU - Neher, Alain

PY - 2025

Y1 - 2025

N2 - E-commerce emerged with the development of ICT and digitization. The combination of e-commerce and process automation can be referred to as e-commerce automation. This study aims to provide a holistic view of e-commerce automation by identifying the relevant dimensions, current maturity levels in organizations, and assumed strategic potential via an online survey and qualitative interviews. Results are summarized in a workshop canvas for e-commerce roadmap development, guiding organizations through the dimensions of data, processes, technical performance, customer experience, marketing and content, as well as organizational culture, structure, and roles.

AB - E-commerce emerged with the development of ICT and digitization. The combination of e-commerce and process automation can be referred to as e-commerce automation. This study aims to provide a holistic view of e-commerce automation by identifying the relevant dimensions, current maturity levels in organizations, and assumed strategic potential via an online survey and qualitative interviews. Results are summarized in a workshop canvas for e-commerce roadmap development, guiding organizations through the dimensions of data, processes, technical performance, customer experience, marketing and content, as well as organizational culture, structure, and roles.

UR - https://www.scopus.com/pages/publications/105001276842

UR - https://www.scopus.com/pages/publications/105001276842#tab=citedBy

U2 - 10.1007/978-981-97-3698-0_52

DO - 10.1007/978-981-97-3698-0_52

M3 - Chapter (peer-reviewed)

SN - 9789819736973

VL - 2

T3 - Smart Innovation, Systems and Technologies

SP - 779

EP - 793

BT - Marketing and smart technologies

A2 - Reis, José Luís

A2 - Peter, Marc K.

A2 - Reis, Luís Paulo

A2 - Bogdanovic, Zorica

PB - Springer

CY - Singapore

Y2 - 30 November 2023 through 2 December 2023

ER -

Peter MK, Baumgartner R, Siscaro D, Neher A. E-commerce automation: A mixed-method investigation and workshop canvas for e-commerce roadmap development. In Reis JL, Peter MK, Reis LP, Bogdanovic Z, editors, Marketing and smart technologies : Proceedings of ICMarkTech 2023. Vol. 2. Singapore: Springer. 2025. p. 779-793. (Smart Innovation, Systems and Technologies). doi: 10.1007/978-981-97-3698-0_52

E-commerce automation: A mixed-method investigation and workshop canvas for e-commerce roadmap development

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