Regional aspects of B2C e-commerce consumer characteristics: impact on territorial markets and economic development

The article examines the impact of regional consumer specificity in B2C e-commerce on the development of territorial markets and regional economies, revealing spatial differences in their characteristics and typologies. "The analysis confirms that e-commerce acts as both a driver and an indicator of regional development, generating opportunities while also highlighting challenges (infrastructure constraints, digital inequality). The authors propose practical recommendations for authorities and businesses regarding the development of territorial digitalization strategies, infrastructure enhancement, adaptation of local businesses, and reduction of spatial inequality in online consumption.