Santos, VascoVieira, Jorge2022-12-262022-12-262022http://hdl.handle.net/10400.26/42849E-commerce is a business model that allows organizations to explore global markets. The objective of this study is to identify all the key points involved in e-commerce business, along with several sub-themes related to e-commerce, namely the concept of e-business and e-marketing. Next, it was noted that e commerce could express the connections between many purchase actors but is mainly used through the B2C model. The adoption of e-commerce is linked to different internet techniques and tools, which has several advantages and risks. This study also highlights the connections of e-commerce with globaliza tion, e-marketplaces, and platforms. Finally, the authors present the KPIs in terms of sales, marketing, and customer service that the e-sellers should take into account when they are defining the e-commerce strategy and the age segmentation criteria that must be used to create homogeneous groups of e-buyers.eng5GConsumer Behavior OnlineDigital MarketingE-CommerceOnline Relationshipjournal article10.4018/978-1-6684-5523-4.ch012