No abstract

The article deals with sales promotion in electronic shops. As one of the methods of marketing communications, sales promotion is a dynamically developing area. For e-shops, it is a key part of their marketing communications in an environment of increasing competition, where the volume of purchases over the Internet may be increasing, but at the same time, however, this fact is attracting more and more businesses and individuals to establish e-shops. Moreover, the development of information and mobile technologies and changes in customer behavior makes the forms of sales promotion acquire new forms. This situation has not been satisfactorily mapped in the literature yet. The article therefore aims to provide a comprehensive overview of forms of sales promotion, usable in electronic shops, and thereby create a starting point for the subsequent implementation of qualitative and quantitative researches aimed at increasing the effectiveness of sales promotion.