Analyzing the impact of eCommerce adoption: the case of the Italian fashion industry

Purpose: The goal of the paper is to analyse whether the adoption of eCommerce (i.e., E - integrating and E- selling) could improve supply chain performance (i.e., innovation and operational and sustainability performance). Moreover this research intends to study whether the level of internationalization might moderate this relationship. Design/Methodology/Approach: The research is based on an extended survey study in the fashion industry. A multi- step linear regression model has been used to investigate the relationships between eCommerce and company’s performance. Findings: The paper identified that E-integrating improves innovation performance but not operational and sustainability performance yet E-selling does not directly improved any performance. On the other hand, internationalization negatively moderates the impact of E-selling on supply chain performance. Originali/Value: The paper investigates on empirical bases the influence of the new phenomenon eCommerce on supply chain performance, a new area of investigation. Furthermore, the paper points out also the impact of internationalization on these relationships, by investigating a debating topic in the literature.