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<p>This study examines the relationship between a retailer’s commitment to risk mitigation, through the adoption of web features and functionalities, and its impact on online sales performance. While previous research has focused on the impact of various retail service offerings on online sales, this study takes a more specific approach by investigating the influence of transactional, logistics, and post-sales service offerings. A conceptual model is developed and tested using hierarchical multiple linear regression and binary logistic regression for robustness, drawing on data from 398 leading retail companies in North America. The findings demonstrate a significant positive correlation between proactive risk mitigation strategies and online sales performance. Retailers adopting such strategies are more likely to establish themselves as market leaders rather than followers. This research advances the literature on retail and risk mitigation by highlighting the critical role of web-based features in enhancing online retail performance. It also provides practical insights for managers to assess their competitive positioning and strategically implement risk mitigation measures.</p>

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E-commerce supply chain risk mitigation and online sales performance

  • 期刊论文

  • 发表日期：

    2025年11月14日

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  • Aayush Sharma Giri,
  • Shuai Yuan,
  • Anteneh Ayanso,
  • Kaveepan Lertwachara,
  • Nigussie Mengesha

摘要

This study examines the relationship between a retailer’s commitment to risk mitigation, through the adoption of web features and functionalities, and its impact on online sales performance. While previous research has focused on the impact of various retail service offerings on online sales, this study takes a more specific approach by investigating the influence of transactional, logistics, and post-sales service offerings. A conceptual model is developed and tested using hierarchical multiple linear regression and binary logistic regression for robustness, drawing on data from 398 leading retail companies in North America. The findings demonstrate a significant positive correlation between proactive risk mitigation strategies and online sales performance. Retailers adopting such strategies are more likely to establish themselves as market leaders rather than followers. This research advances the literature on retail and risk mitigation by highlighting the critical role of web-based features in enhancing online retail performance. It also provides practical insights for managers to assess their competitive positioning and strategically implement risk mitigation measures.