The Platforms Powering the Market

In the context of modern retail, e-commerce has emerged as an alternative and fundamental channel, rewriting the rules of sales strategies to reach and engage a vast global customer base. Beyond transactions, e-commerce has created an ecosystem in which unique and continuous experiences fuel customer loyalty and sustain long-term growth. Successful e-commerce platforms are sophisticated tools, equipped with an in-depth understanding of every aspect of operations, from customer management to product delivery. These platforms navigate with agility through the complex network of sellers and customers, integrating physical and digital channels to their advantage.

However, to excel in this global economy, proactive risk management is essential to preserve the business model and ensure an exceptional shopping experience for customers. When thinking about risks in e-commerce, attention is often focused primarily on consumer risks — such as credit card fraud or failure to receive purchased products — and on vendor risks, such as logistics problems or cybersecurity breaches. Nevertheless, a thorough risk analysis also requires examining risks for platform operators, who connect consumers and sellers in the digital marketplace and without whom e-commerce could not exist.

Research conducted within the Sustainable Operations and Supply Chain Monitor at SDA Bocconi School of Management highlights the evolution of modern digital supply chains, in which e-commerce platforms play a crucial role as vital intermediaries between sellers and buyers. Without the optimal functioning of these platforms, neither buyers nor sellers can fully benefit from the enormous opportunities offered by e-commerce. Therefore, ensuring the stability and reliability of e-commerce platforms is the first step toward enabling successful e-commerce, founded not only on the success of individual transactions but also on the prosperity of the entire ecosystem that parallels the physical one.

These findings, however, are followed by significant challenges that platforms must address to ensure a safe and seamless shopping experience. One of the main concerns emerging from our studies is the weakness in the integration of operations among all actors involved, which leads to inefficiencies, delayed deliveries and missed business objectives. For example, the misalignment between online and physical inventory creates situations where a product displayed as available online may actually be out of stock in warehouses, causing delivery delays and customer disappointment. In addition to operational issues, other critical challenges include the risk of unauthorized access to platform systems, which can compromise the security of customers’ sensitive data. In fact, e-commerce platform operators are continually subject to cyberattacks of varying scope and nature, and only the presence of robust and impenetrable systems can prevent the corruption or destruction of sensitive data — safeguarding not only the trust of customers but also the integrity of the platforms themselves and the brands of the sellers showcased on digital storefronts.

To these operational and IT challenges, another far more pressing issue must be added: the shortage of qualified and experienced personnel. In a digital world where artificial intelligence systems and chatbots are increasingly widespread and aimed at replacing people — especially in managing online services — the lack of specialized personnel to effectively manage operations and coordinate the digital supply chain enabled by online platforms emerges as one of the most concerning weaknesses. Indeed, finding and retaining staff with the necessary skills can be a difficult task, as the labor market is constantly evolving and the demand for qualified professionals often exceeds supply. This shortage of experienced personnel can have significant consequences for e-commerce platforms, vendor companies and buyers, undermining service quality and operational efficiency. In the future, it will therefore be essential to invest in training and skills development, as well as in attracting new talent through competitive incentives and a stimulating, innovative work environment, in order to provide online platforms with the lifeblood needed to face the ever-evolving challenges of the digital marketplace.