Editorial: Segmenting the Future of E-Commerce, One Step at a Time

María Teresa Ballestar

doi:10.4067/S0718-18762021000200101

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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering, University of Talca.

Editorial

28 October 2020

Editorial: Segmenting the Future of E-Commerce, One Step at a Time

ESIC Business & Marketing School, Madrid, Spain

J. Theor. Appl. Electron. Commer. Res.2021, 16(2), I-III;https://doi.org/10.4067/S0718-18762021000200101

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Currently, customer segmentation is one of the most relevant and powerful tools for explaining customer behaviour in e-commerce and enables brands to develop personalized acquisition and retention strategies for each cluster rather than generic, one size fits all strategies that are no longer valid[...]

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