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电子商务已成为当今和未来的主流商业模式（李、库，2018）。尤其是在零售业中，电子商务的应用越来越广泛。然而，电子商务给零售企业带来了极大的便利和可能的利益，也给零售企业带来了许多挑战，这一点不容忽视。
E-commerce has become a mainstream business model nowadays and in the future (Li and Ku, 2018). Especially in the retail industry, e-commerce is being used more and more widely. However, it cannot be overlooked that e-commerce has brought great convenience and possible benefits to retail companies, it also brought many challenges to retail companies.
首先，电子商务所使用的信息技术的易用性和先进性给了消费者更多的动力，但同时，企业在使用这些技术时也面临着巨大的挑战，如服务器问题、动态IP地址、数据隐私和安全问题、物流问题等。TICS管理、卖家登记和存货核算，都是电子商务公司面临的巨大挑战（张、杜、王、王，2018）。经营电子商务的零售公司需要各种数据管理系统，如销售点（POS）、企业资源规划（ERP）和客户关系管理（CRM）。这些系统在体系结构、部署和使用上有巨大的差异；这意味着对于零售企业，在系统设置中使用了大量的资源成本（成本、时间、劳动力）。
First, the ease of use and advanced nature of information technology used by e-commerce gives consumers more power, but at the same time, companies also encounter great challenges when using these technologies, such as server problems, and dynamic IP address, data privacy and security issues, logistics management, seller registration and inventory accounting, they are all huge challenges for e-commerce companies (Zhang, Du, Wang and Wang, 2018). Retailing companies operating e-commerce require various data management systems, such as point of sale (POS), enterprise resource planning (ERP) and customer relationship management (CRM). These systems have huge differences in architecture, deployment, and use; this means that for retail enterprises, a lot of resource costs (cost, time, labor) are used in setting in the systems.
第二，电子商务虽然给消费者的购物效率和便利带来了好处，但在购物体验方面仍然存在很多不足（吴林，2018）。尤其是在购买3C类产品、服装类产品、海鲜类产品时，消费者很难通过电子商务购买这些产品获得必要的购物体验。因此，消费者在购买这些产品时很难做出购买决定，即使他们通过电子商务购买这些产品，这些产品的回报率也远远高于实体店购买这些产品的回报率，这无疑是大大增加了零售公司的运营成本。
Second, although e-commerce brings benefits to consumers' shopping efficiency and convenience, there are still a lot of deficiencies in the shopping experience (Wu and Lin, 2018). Especially in the purchase of the category of 3C products, apparel products, and seafood products, it is difficult for consumers to obtain necessary shopping experience through purchasing these products through e-commerce. Therefore, it is difficult for consumers to make purchase decisions in purchasing these products, even they purchase these kinds of goods through e-commerce, the return rate of these products is much higher than the return rate of these products purchased through physical stores, which undoubtedly greatly increases the operating costs of the retail companies.
第三，在电子商务环境下，零售企业和消费者通过互联网和计算机进行交流。企业如何说服消费者购物，如何获得消费者信任，如何避免电子商务交易中的各种道德风险，如何保持企业与客户之间的长期合作关系，如何提高客户忠诚度你们都是大问题。在实体店的语境中，这些问题是可以解决的，因为企业和消费者可以直接沟通，消费者可以看到实体物体。然而，在电子商务环境下，这些问题并没有得到很好的解决。
Third, in the context of e-commerce, retail companies and consumers communicate through the Internet and computers. How do companies convince consumers to shop, how to obtain consumer trust, and how to avoid various moral hazards in e-commerce transactions when they are not in direct contact, how to maintain a long-term cooperative relationship between companies and customers, and how to increase customer loyalty are all very big issues. In the context of physical stores, these problems can be solved because the enterprises and consumers communicate directly and consumers can see the physical objects. However, in the context of e-commerce, these problems are not well resolved.
最后，电子商务在零售业的成功应用，取决于零售企业自身在管理和技术上是否满足消费者的需求。它还取决于外部因素，如电子商务平台能否为企业带来足够的消费者，第三方支付机构能否提供安全高效的支付服务，物流公司能否提供快速、可靠的快递服务。对于使用电子商务的零售公司来说，寻找合适的合作伙伴也是一个重要的挑战。
Finally, the successful application of e-commerce to the retail industry depends on whether a retail enterprise itself meets consumer needs in terms of management and technology. It also depends on external factors, such as whether the e-commerce platform can bring the enterprises sufficient consumers, whether third-party payment agencies can provide safe and efficient payment services, whether logistics companies can provide fast, reliable courier services. Finding a right partner is also an important challenge for retail companies that use e-commerce.
References
Li, C. Y. and Ku, Y. C. (2018). The power of a thumbs-up: Will e-commerce switch to social commerce? Information & Management, 55(3), 340-357.
Wu, P. J. and Lin, K. C. (2018). Unstructured big data analytics for retrieving e-commerce logistics knowledge. Telematics and Informatics, 35(1), 237-244.
Zhang, B., Du, Z., Wang, B. and Wang, Z. (2018). Motivation and challenges for e-commerce in e-waste recycling under “Big data” context: a perspective from household willingness in China. Technological Forecasting and Social Change, 12(4), 11-20.
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