Author: Anna N. Agafonova, Cand. Sc. (Econ.), Associate Prof. of Marketing and Logistics Dept., Samara State University of Economics

Abstract: The article considers the notion of customer value and reveals the factors in changes in consumer behaviour which take place in the virtual environment. The author describes the scheme of interaction between seller and buyer typical of e­commerce, determines the role of information and its types in trade services of an online­shop. In the paper the opportunities to develop a customer­oriented approach in online­shops on the basis of intellectual information service are defined.

Keywords: Customer value, e-commerce, information service, customer-oriented approach