Strategies that work – the case of an e‐retailer in an emerging market

Purpose - The objective of this paper is to identify, analyze and discuss successful strategies and approaches taken by a small retailer with internet storefront in an emerging market economy. Design/methodology/approach - A case study is used to illustrate, how a small book retailer became the largest online bookstore in Turkey through successful e‐commerce utilization. Findings - The case provides information about various successful strategies that have been designed to improve the performance of internet retailers in a developing country. Research limitations/implications - The data collection method appears to be unorthodox. Although the story of internet booksellers is not new, the case is located in an emerging and “non conventional” market. Practical implications - The paper promotes a context of e‐commerce in developing nations and makes the case for internet channels as a viable competitive strategy for small to medium‐sized enterprises (SMEs). Originality/value - This paper gives the inside look at e‐commerce in emerging market. The internet is an important venue for growth and expansion among retail entrepreneurs in developing nations. It adds to the important literature on the use of e‐commerce by SMEs.