E-Commerce marketing strategies in industry 4.0





e-commerce, marketing strategy, industry 4.0


The business transition process from conventional to digital forms causes companies to think about strategic steps to make the new business processes that are in it become sustainable. One way is to take advantage of technological developments in the era of industry 4.0 that change the way work is done from the conventional way towards digital technology by utilizing e-commerce. This research uses descriptive research method with a qualitative analysis approach. Data collection techniques in this study used primary data and secondary data approaches. Data obtained from research are empirical data. The methodology used in this study is a conceptual review, which is a method carried out by collecting data and information related to market potential, changes in consumer behavior and how to use e-commerce technology as an alternative solution in innovating marketing strategies with the aim to capture potential market potential. greater than. The results of the research resulted nine e-commerce strategies in the industry 4.0 era to achieve the goals of a business with challenges and high competitiveness in the e-commerce market, business people in industry 4.0 era can use 9 strategies to successful in this technological era, including; framing the market opportunity; formulating the marketing strategy; designing the customer experience; crafting the customer interface; designing the marketing program; leveraging customer information through technology; character and competent delegation; systemized market customers; and evaluating the marketing program.


Download data is not yet available.


Angeline, Mia., Chandra, Stephany., Kinanti, Farhana., Singgih, Yasa., and Safitri, Yuanita. (2019). Digitalize Your Brand: Case

Study on How Brands Utilize Social Media Platforms to Achieve Branding and Marketing Goals. International Conference

on Information Management and Technology (ICIMTech), 278-283.

Balasingham, K. (2016). Industry 4.0: Securing the Future for German Manufacturing Companies. Master'sThesis. University of


Davies, R. (2015). Industry 4.0 Digitalization for Productivity and Growth. European Parliament Think Tank.

Drath, R., & Horch, A. (2014). Industry 4.0: Hit or hype? (Industry Forum). IEEE Industrial Electronics Magazine, 8(2), pp. 56-58.

Heng, S. (2014). Industry 4.0: Upgrading of Germany's Industrial Capabilities on the Horizon.https://ssrn.com/abstract=2656608,

(accessed 10 December 2019).

Hermann, M., Pentek, T., & Otto, B. (2016). Design Principles for Industry 4.0 Scenarios. System

Sciences (HICSS). 49th Hawai International Conference, pp. 3928-3937.

Indrajit, E. R., (2002). Concept and Application. Andi Publisher, Yogyakarta.

Jony Wong. 2010. Internet Marketing for Beginners. PT Elex Media Komputindo. Jakarta.

Kagermann, H., Lukas, W.D., &Wahlster, W. (2011). Industrie 4.0: Mitdem Internet der Dinge auf demWegzur 4.0 industriellen


industriellenRevolution. (accessed 1 December 2019.)

Kagermann, H., Lukas, W.D., & Wahlster, W. (2013). Final Report: Recommendations for Implementing the Strategic Initiative

Industry 4.0. Industry 4.0 Working Group.

Kotler, P., and Keller, K.L. (2012). Marketing Management 14th Edition. Upper Saddle River, N.J.: Pearson Prentice Hall.

Lasi, H., Fettke, P., Kemper, H. G., Feld, T., & Hoffmann, M. (2014). Industry 4.0. Bus Inf Syst Eng 6 (4): 239–242. https://doi.org/10.1007/s12599-014-0334-4.

Lee, E. A. (2008). Cyber Physical Systems: Design challenges. In Object Oriented Real-Time Distributed Computing (ISORC), 11th

IEEE International Symposium, pp. 363-369.

McLaren, B.., and McLaren, Co. H. (2002). E-Commerce Basics, Second Edition (BASICS Series) 2nd Edition. Cengage


Merkel, A. (2014). Speech by Federal Chancellor Angela Merkel to the OECD Conference.

https://www.bundesregierung.de/Content/EN/Reden/2014/2014-02-19-oecdmerkelparis_en. html. (Accessed 6 December


Mohammed, R. A. (2003). Internet Marketing: Building Advantage in a Networked Economy 2th Edition. Prentice hall.

Qin, J., Liu, Y., & Grosvenor, R. (2016). A Categorical Framework of Manufacturing for Industry 4.0 and Beyond. Procedia CIRP,

, 173-178.

Yazdanifard, R., Venpin, M., Yusoff, W. F. W., & Islam, M. R. (2011). Internet marketing: The new era of innovation in e-commerce. In International Conference on Software and Computer Applications, 9, 192-197.

Schlechtendahl, J., Keinert, M., Kretschmer, F., Lechler, A., & Verl, A. (2015). Making existing production systems Industry 4.0-ready. Production Engineering, 9(1), 143-148.

Social, W.A. (2019). Digital 2019: Global Internet Use Accelerate. https://wearesocial.com/blog/2019/01/digital-2019-global-internet-use-accelerates. (Accessed 8 December 2019).

Shaw, M. J. (2000). Web-based e-catalog systems in B2B procurement. Communications of the

ACM. https://doi.org/10.1145/332833.332845.

Miniard, P. W., Bhatla, S., Lord, K. R., Dickson, P. R., & Unnava, H. R. (1991). Picture-based persuasion processes and the moderating role of involvement. Journal of consumer research, 18(1), 92-107. https://doi.org/10.1086/209244.

Y. Wang., H.Ma., J. Yang., K. Wang. (2017). Industry 4.0: a way from mass customization to mass personalization production. Adv.

Manuf. 5, 311–320 (2017). https://doi.org/10.1007/s40436-017-0204-7.

Yoo, E., Rand, W., Eftekhar, M., & Rabinovich, E. (2016). Evaluating information diffusion speed and its determinants in social media networks during humanitarian crises. Journal of Operations Management, 45, 123-133.. https://doi.org/10.1016/j.jom.2016.05.007.

Zhou, K., Taigang L., &Lifeng, Z. (2015). Industry 4.0: Towards Future Industrial Opportunities and Challenges. In Fuzzy Systems

and Knowledge Discovery (FSKD), IEEE 12th International Conference, 2147-2152.




How to Cite

Murdiana, R., & Hajaoui, Z. (2020). E-Commerce marketing strategies in industry 4.0. International Journal of Business Ecosystem & Strategy (2687-2293), 2(1), 32–43. https://doi.org/10.36096/ijbes.v2i1.165



Interdisciplinary Studies in Business Ecosystem