Readiness of Malaysian e-commerce companies to harness Web2.0's competitive advantage: An engineering management approach

The emergence of Web 2.0 technologies have changed the way how e-commerce can be sustained and improved, i.e., by enhancing competitive advantage. Integrating Web 2.0 technologies into e-commerce Websites not only helps to improve customer shopping experience but also helps to enhance customer engagement. This paper will discuss the role and impact of Web 2.0 technologies in terms of how they can be used to improve and enhance e-commerce's competitive advantage. A case study on Web 2.0 technologies' usage on top 10 e-commerce websites in Malaysia has proven that social media such as Facebook plays a significant role in improving competitive advantage. Findings indicate that most of the e-commerce websites have substantially integrated Web 2.0 technologies in order to gain and improve their competitive advantage and that social media improves customer shopping experience and customer engagement at online retail stores.