IMPACT OF ECONOMIC FACTORS ON SALES AND MARKETING STRATEGIES OF SELECTED E-PLATFORMS IN THE DIGITAL INDUSTRY

Abstract

The digital economy has led to the rapid growth in changing the sales and marketing activities of the e-commerce platforms. Although technological characteristics like artificial intelligence and data analytics have amplified personalization and reach, economic realities grow progressively at the heart of the efficacy of these approaches. Sales performance and marketing decisions of online platforms are directly dependent on variables like inflation, consumer purchasing power changes, logistics and operation costs, and digital taxation policies. This paper discusses how some economic factors have influenced the sales and marketing policies of the selected e-platforms that are in the digital sector. The research design used was descriptive research, which was backed by the primary and the secondary data. To verify the reliability of the research instrument, a pilot study was done to test the instrument. The results indicate that the application of adaptive marketing strategies in line with the existing economic trends is a key contributor to the performance and sustainability of the e-platforms through sales. The study is relevant to the literature because it empirically connects the economic variables to strategic marketing decision in the digital market and provides practical implications to both the managers and policy makers.