INVESTIGATION OF DIGITAL RETAIL COMPANIES FINANCIAL PERFORMANCE USING MULTIPLE CRITERIA DECISION ANALYSIS / SKAITMENINĖS MAŽMENINĖS PREKYBOS ĮMONIŲ FINANSINĖS VEIKLOS TYRIMAS TAIKANT DAUGIAKRITERIUS SPRENDIMŲ ANALIZĖS METODUS

Digital retail (online retail or e-commerce) sector is continuously expanding its stake in the global economy each year. According to the statistics, online retail share of the total global retail sales takes approximately 11.9% in 2018 and is expected to reach 17.5% at the end of 2021. The same pat...

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Bibliographic Details
Published in:Science future of Lithuania 2019-06, Vol.11, p.1-9
Main Authors: Urbonavičiūtė, Kotryna, Maknickienė, Nijolė
Format: Article
Language:English
Subjects:
digital retail
digital transformation
e-commerce
financial performance
MCDA
online retail
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Summary:Digital retail (online retail or e-commerce) sector is continuously expanding its stake in the global economy each year. According to the statistics, online retail share of the total global retail sales takes approximately 11.9% in 2018 and is expected to reach 17.5% at the end of 2021. The same pattern of rapid growth was noticed more than 18 years ago when a burst of dot-com bubble crashed many of the internet-based online shopping companies. “Growth over profits” mentality and overestimated perception of the magnitude of online sales resulted in a superficial understanding of the business’ financial performance. Because of that, it is highly necessary to analyze and adequately evaluate the financial performance of digital retail companies. Thus, the purpose of this article is to investigate the top 4 digital retail companies’ financial performance by applying multiple criteria decision analysis (MCDA) TOPSIS and SAW methods to demonstrate that sales turnover is not the only and the prime measure to evaluate the successful company’s financial performance.
ISSN:2029-2341
2029-2252
DOI:10.3846/mla.2019.9737