IT - tools for attracting and retaining customers in electronic commerce

The article examined the dynamics factors of the electronic commerce market, presented the reasons for the development of the online market, analyzed the main trends in the development of the electronic commerce market, studied statistical data that allow determining the place of electronic commerce in the total volume of retail trade in the world and in Russia in particular. Factors stimulating the decision to buy an online store from a potential customer and preventing it were analyzed. The main IT tools for attracting customers in the field of e-commerce and tools and principles that allow to retain the consumer are considered.