The benefits of the marketing tools in order to increase product sales in online stores in Lithuania

Abstract

The growing number of people shopping online forces businesses and organizations to adopt new tools and change their habits. In these times of innovative technologies, to only have a great idea is no longer enough for a successful business, so in order to start successfully selling product on the internet market businesses must to analyze market in detail. Lately marketing has become one of the most important elements of businesses and it is especially important for businesses working in online market. When describing situation in the market it is extremely important to determine and understand its condition, to analyze which environmental factors have the most influence, to do an analysis of market trends, to determine and analyze the portrait of ideal customer, to create a marketing strategy and pricing, according to the most appropriate marketing method. In this article, a multi-criteria evaluation method (TOPSIS) was carried out, with the help of which age groups of consumers in Lithuania bought products in online stores in 2018–2022. The research aimed to determine which main age segments buy the most products in online stores. The received answers have a lot of influence on the development of marketing strategy, because it is known which age segments should be targeted the mos. Also, received results showed that the average age of the customer who buys products online has increased year by year, therefore in order to increase the sales of the products online, marketing strategies suitable for this age group has to be developed.