Digital Business Strategies in the Pandemic Era

Abstract

The strategic priorities of digital business in the COVID-19 context are analyzed based on the results of analytical and empirical digital business researches. The importance of adjusting the strategic guidelines for digital business reformatting due to the pandemic is determined. It is defined that the online store is a driver of digital business. The metrics of online store performance are substantiated. Monitoring of the metrics allows to change the strategic priorities of digital business in terms of increasing traffic. The methodical tool for diagnosing the stages of online store operation (matrix of gradation-conversion shifts) is developed. This allows to choose a relevant digital business strategy in the pandemic era, as well as a correct comprehensive system of measures to increase the online store efficiency. Approbation of methodical tool proves its expediency for systematic use.

Keywords: digital business, business strategy, retail, online store, development and optimization priorities.

DOI: 10.15276/mdt.5.4.2021.4

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