Interplay between E-commerce and Digital Transformation: A Case Study of myStromer AG

Topic

This master thesis examines the interplay between e-commerce and digital transformation through a case study on myStromer AG, a Swiss electric bicycle manufacturer. It investigates the key building blocks of digital transformation (operational backbone, digital platform, shared insights, and accountability framework) and explores their relation to e-commerce. The research aims to identify how e-commerce elements interact with these building blocks and derive insights on how e-commerce initiatives can drive digital transformation.

Relevance

The topic of this master thesis, which examines the interplay between e-commerce and digital transformation, is highly relevant for practitioners. It provides actionable insights into how e-commerce can drive digital transformation. By understanding the dependencies and synergies between these domains, companies can better navigate digital challenges, enhance customer experiences, streamline operations, and increase agility. These insights enable organizations to leverage data-driven decision-making, foster innovation, and improve operational efficiency, thus staying competitive and responsive in a rapidly evolving digital landscape.

Results

Key findings indicate the need for upgrading legacy systems, proper utilization of data for decision-making, and comprehensive digital platforms for customer interactions. Inefficiencies in these areas directly affect e-commerce operations, emphasizing its role as a driver for necessary digital upgrades. E-commerce activities expose system flaws, prompting modernization and fostering innovation through direct customer engagement and advanced data analytics. This interplay demonstrates how addressing these inefficiencies can catalyze broader digital transformation.

Implications for practitioners

Enhance operational backbone: Upgrade ERP and CRM systems to improve efficiency and real-time data accessibility.

Integrate digital platforms: Develop integrated digital platforms to streamline customer interactions and data flow.

Leverage data analytics: Utilize advanced data analytics for personalized marketing and strategic decision-making.

Improve customer engagement: Implement proactive communication strategies.

Methods

The study employs a case study research design to examine the interplay between e-commerce and digital transformation at myStromer AG. A purposive sampling strategy targeted key personnel involved in these initiatives to ensure coverage of relevant perspectives. Data collection involved qualitative semi-structured interviews with ten participants, which were recorded, transcribed, and analyzed using thematic analysis. Thematic coding was performed using Maxqda software, organizing data into hierarchical themes and aggregate dimensions to uncover insights into the digital and e-commerce state of the company. Subsequently, the analysis focused on identifying key challenges, opportunities, and the overall impact of e-commerce on digital transformation efforts.