Zott, ChristopherAmit, Raphael H.2023-05-222023-05-222000-10-012016-06-07https://repository.upenn.edu/handle/20.500.14332/40285This paper investigates strategies for value creation of e-commerce companies. Our main assumption is that e-commerce fundamentally affects the way business is conducted across many industries. To support this insight, we discuss the unique characteristics of `virtual markets' brought on by the Internet. Based on a survey of 30 European e-commerce companies, we then identify two main strategies for value creation in e-commerce — the efficiency that e-commerce business models exhibit, and the degree to which they create `stickiness.' To illustrate these two strategies, we give examples of European companies that can be considered `best practice' companies.© 2000. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/e-commercevalue creationbest practicevirtual marketsstrategic managementE-CommerceStrategic Management PolicyArticle