Metrics for analysis of online marketplaces: for selling digital goods

Abstract

Digital goods

Nowadays, as people more and more often make online purchases and the total share of the e-commerce is still growing all over the world, the market of digital goods cannot be ignored by companies. The aim of this thesis work was to create an effective way for ana- lysing sales channels in the industry of digital items, which could be used in the future for the comparison of the effectiveness of online marketplaces. A quantitative research method, document screening, was used to achieve the goal of the thesis. The sales data for 2019 of Digital Software OÜ, an Estonian company, was taken as the sample data. The main aim of the thesis was achieved, and the most appropriate way to analyse the effectiveness of the company on the market of digital goods was found. Ten of the most related metrics for the market of digital goods were used to analyse all the sales channels of the company in 2019. The answer to the question as to which online marketplace is the best for selling digital items can be found in this thesis, as a result of the study. This thesis work could easily be used by anyone who decides to start or to expand on the market of digital goods, as well as by a company that will use the metrics found in this study for a future analysis of sales channels. That is why this thesis work is so valuable.