E-commerce

These e-commerce dissertation examples are student-contributed and explore how online businesses attract customers, convert sales, fulfil orders, and retain loyalty in highly competitive markets. Students often focus on one part of the customer journey (discovery, product pages, checkout, delivery, returns) and analyse what drives behaviour, trust, and profitability.

Common dissertation directions include conversion rate drivers (site speed, navigation, product information, imagery, reviews), pricing and promotions, and how trust signals affect purchase intention (payment options, delivery promises, returns policies, security cues). Many projects examine customer experience across devices, including mobile-first design, accessibility, and the impact of friction at checkout. Operational topics are also central: fulfilment strategy, last-mile delivery, inventory accuracy, reverse logistics, and the cost and sustainability impact of high returns. Contemporary themes often include marketplace dynamics and seller competition, retail media and paid search, personalisation and recommendations, subscription models, fraud and chargebacks, and how customer service automation affects satisfaction. Students also look at regulation and ethics, including transparency in pricing, dark patterns, and how businesses handle data protection and consent.

These examples can help you choose a specific e-commerce problem to study and see how students evaluate outcomes using analytics, surveys, experiments, interviews, or case studies.