Journal of Management and Economics
32
https://eipublication.com/index.php/jme
TYPE
Original Research
PAGE NO.
32-34
DOI
OPEN ACCESS
SUBMITED
25 November 2024
ACCEPTED
29 December 2024
PUBLISHED
03 January 2025
VOLUME
Vol.05 Issue01 2025
COPYRIGHT
© 2025 Original content from this work may be used under the terms
of the creative commons attributes 4.0 License.
Ways to improve the
marketing activities of e-
commerce platforms
Turdiyeva Shohista
A doctoral student at the Department of "Marketing" of the Tashkent
State University of Economics, Uzbekistan
Abstract:
International
e-commerce
marketing
strategies are the process of using digital platforms to
promote products and services beyond national
borders. Marketing strategies in the e-commerce
market help attract new customers from different
countries and cultures, increase turnover and
strengthen positions in the international market. In the
context of the modern development of e-commerce in
the international market, the study of marketing
strategies is especially relevant.
Keywords:
E-commerce, cross-border e-commerce,
marketing development strategies, international
market.
Introduction:
Marketing strategies for international e-
commerce development are of great importance for the
success of a company. In a world where borders are
erased thanks to the Internet, access to international
markets is becoming increasingly important for business
growth and prosperity.
Researchers highlight a number of key marketing
strategies for international e-commerce:
1. Creating original marketing content
Formation of marketing content for e-commerce is a
fundamental step in its effective operation. For the
prospective development of an organization in the field
of e-commerce, the presence of unique content that
appeals to the target audience will provoke them to
subsequent purchase. Thus, a marketing strategy of
unique content is an effective method to convey your
point of view, spark a thought and leave a lasting
impression on the target audience of the organization.
2. Optimizing the layout of the e-commerce site
For the effective development of e-commerce, it is
extremely important to evaluate the style, content and
positioning of the e-commerce website after its launch
Journal of Management and Economics
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Journal of Management and Economics
or modernization. When customers come to your
online store, it is important to make sure that the
checkout process is simple and fast so that they are
compelled to buy your products and that it is clear how
to do so. It is necessary to evaluate the language used
on the products and landing pages of the company's
website, as well as the language used in the conversion
components of the page and the thoughtful placement
of symbols and other components.
3. Social Media Marketing Strategy
Businesses should engage with customers on social
media. Social media is used by billions of users every
month, and it can help brands build genuine
relationships with their audience. Marketing teams can
respond to comments, share relevant content, and
provide more information about the products they sell
on social media.
4. Email Marketing in E-Commerce85
Email marketing is one of the most effective ways to
connect with the e-commerce consumer base. There
are about 4 billion regular email users worldwide.
Emails are sent several times a month by 26% of
marketers and once a week by 33% of marketers. In the
last 12 months of 2022, 77% of advertisers have seen
an increase in email messages86. A company should
include valuable content in their emails to successfully
connect with the target audience. Through email, it is
possible to offer worthy promotions, pre-personalized.
5. Search Engine Optimization (SEO) for eCommerce
Ensuring that an online store is targeted for search
engines like Google requires a lot of work and is one of
the most important marketing strategies for
promoting an online store. It is important for
organizations to maintain the visibility of the website
on the internet with relevant and relevant information,
encourage an outstanding user experience (UX), and
design it to be as error-free as possible considering the
current search engine optimization (SEO) criteria. At
the same time, the content of the website should be
comprehensive, reliable, and provide visitors with
information that is relevant to their needs.
6. Optimizing the eCommerce platform for a mobile
device.
It is important to ensure that the company's
website is responsive to every user interface. In order
to provide a positive user experience (UX) for every
person, it is imperative to consider the requirements
of mobile users, which have begun to dominate the
web user base, especially in the eCommerce space.
Organizations must invest in a mobile version of the
site so that it is fully responsive and meets the
expectations of its customers.
7 Personalization of the offer in e-commerce
Nowadays, customers have a disproportionately large
influence in the online retail sector. This means that a
company must be different from others. This makes it
more important than ever to tailor the user experience
(UX) to the requirements of its target audience. This is
an integral component of any advertising approach in e-
commerce in the international market, as important as
the brand reputation as a whole.
E-commerce is a fast-growing industry worldwide and
offers great opportunities for economic development
and business expansion. However, the growth of e-
commerce in Uzbekistan faces a number of challenges
that are holding back its full potential. In recent years,
our country has experienced rapid economic growth
and
digital
transformation.
The
government's
commitment to digitalization and economic reforms has
laid the foundation for the expansion of e-commerce.
However, due to many factors, this industry remains
poorly adapted to global standards. By identifying and
addressing these challenges, we can fully unlock the
potential of e-commerce in our country, stimulate
innovation, create jobs, and boost economic
development.
Number of Internet users by region: the largest number
of subscribers in Tashkent city - 5.4 million people; the
smallest number of subscribers in Syrdarya region - 0.7
million people. One of the main factors affecting e-
commerce activities is, of course, the speed of the
Internet, since poor quality of the Internet makes it
difficult to use e-commerce software, and as a result,
customers prefer to use traditional trading methods. As
for the speed of the Internet in our country, we have
seen high rates of development in this regard from year
to year. That is, the speed of the Internet has increased
significantly compared to recent years.
Security issues: cybersecurity threats, malware
According to cybersecurity statistics: the number of
malware attacks increased by 71 percent from 2016 to
20213. In 2022-2023, the number of 128 victims of
ransomware attacks increased by 17 percent. 4.1
million websites are constantly infected with malware,
including data breaches and fraud targeting consumers
and e-commerce businesses.
Technological literacy: A significant portion of the
population lacks the necessary skills to effectively
navigate e-commerce platforms. This digital divide
hinders the widespread adoption of online shopping.
Regulatory issues
Legal framework. The lack of comprehensive and
harmonized e-commerce regulations across countries
complicates cross-border transactions. Different legal
standards create uncertainty and increase compliance
costs.
Journal of Management and Economics
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Journal of Management and Economics
Tax issues: Different tax regimes and the complexity of
cross-border taxation hinder the expansion of e-
commerce. Businesses often face challenges in
complying with various tax laws that impact
profitability. Complex and inconsistent tax rules pose
serious challenges to e-commerce transactions.
According to a 2022 survey conducted by the
International Finance Corporation (IFC), 45 percent of
small and medium enterprises (SMEs) in Uzbekistan
cited taxation as the main barrier to e-commerce
adoption.
4 Compiled by the author based on various global
literature
Consumer Protection:
Inconsistencies in consumer
protection laws leave consumers vulnerable to fraud
and poor service. Strengthening these laws is critical to
building consumer
Comercio electrónico ukan nayrar sartawipan jan
walt’awipat resultado análisis ukax mä qawqha
correcciones básicas ukanakampiw qhanañchasi. Eti
oblasti vklyuchayut aspectos tecnológicos, económicos
y sociales de comercio electrónico, mä takje
issleduyutsya problemay i vozmojnosti v kajdoy
oblasti. Comercio electrónico tecnológico stalkivaetsya
ukhama walja jan walt’awinaka. Nayraqatax
seguridad de información ukat confidencialidad uka
tuqit jiskt’äwinakaw utji. Walja apnaqirinakax
Internetan yatiyawinakap jan kuna jan
walt’äwin
uñjasiñapatakiw llakisipxi. bespokoyatsya, chto jan
wali skajetsya na ob'eme prodaj. Ukhamaraki, jichha
pacha tecnología uñt’ayañataki ukhamaraki machaqar
tukuyañatakixa walja pacha ukhamaraki yänaka
munaraki, ukaxa materia wakicht’añatakixa
negocio
ukhamaraki negocios ukanakataki.
ЮUkhamaraki, ukaxa mä juk’a pachanakwa lurasi,
ukaxa
mä
juk’a
pachanakwa
lurasirakispa.
Ukhamaraki, ukaxa mä juk’a pachanakwa lurasirakispa.
Ukhamaraki, jilxatata atipt’asiwi ukhamaraki jan
wakiskir
lurawixa
empresan
ganancianakapaxa
jisk’achaspawa. Comercio infraestructural,
independiente ukhamaraki electrónico ukanaka
lurañatakixa walja qullqichasiwiwa wakisi. Plan social
ukanx comercio electrónico ukan jilxatatapax
desarrollo digital ukar jilxatayaspawa. Jaqinakax jan
Internet ukar mantañ yatipki jan ukax tecnología
apnaqañ yatipki ukanakax aka lurawinx jan
ch’amanchataw uñjasipxaspa. Ukhamaraki, ukaxa mä
juk’a pachanakwa lurasirakispa.
The development of e-commerce is multifaceted and
influenced by technological, regulatory, socio-
economic and cultural factors. Removing these
barriers requires the concerted efforts of the
government, business and other interactive parties.
Having overcome these problems, it is possible to
realize the potential of e-commerce, stimulating
economic truth and high quality of service to consumers
and the whole world. The Law "On E-Commerce"5 was
adopted by the Legislative Chamber on June 21, 2022.
In Article 5 of this law, the main directions of state policy
in the field of e-commerce are: support for
entrepreneurship, strengthening health in the field of e-
commerce; creation of conditions for private
investment, modern technologies and equipment, as
well as entrepreneurship implemented and e-
commerce; creation of a favorable environment for the
development of e-commerce, formation of the
necessary technical and logistical infrastructure;
ensuring protection of the rights and legitimate
interests of e-commerce entities; creation of the
necessary conditions for a competitive environment and
the sphere of e-commerce; legal, economic, statistical,
industrial and technological, scientific
Дlisiaprovision of technical and other information;
stimulation of scientific and technical research in the
field of electronic commerce, training, retraining and
advanced training of personnel; implementation of
international cooperation in the field of electronic
commerce. All the detailed legal norms create a broad
field for the development of electronic commerce in our
country.
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Loudon, K., Loudon, J. (2019). "Management
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Chen, J., Lin, Q. (2019). "Using Machine Learning for
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Huang, Y., Ye, M. (2020). "Big Data Analytics in Decision
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