Owing to increased access to the Internet and the development of electronic commerce, e-commerce has become a common method of shopping in all countries. The purpose of this study is more precisely to research e-commerce diversity in Europe at the regional level and develop the conception of “E-commerce Supply Chain Management”. Statistical data derived from the European Statistical Office were applied to analyse the spatial diversity of e-retailing. Assessments of the regional diversity of e-retailing applied geographic information systems and exploratory spatial data analysis methods such us global and local spatial autocorrelation statistics. Clusters of regions with similar household preferences related to online shopping were identified. A spatial visualisation of the e-retailing diversity phenomenon may be utilised for the reconfiguration of supply chains and to adapt them to actual household preferences related to shopping methods.

由于增加了对互联网的访问和电子商务的发展，电子商务已成为所有国家的通用购物方式。这项研究的目的是更精确地研究欧洲在区域一级的电子商务多样性并发展“电子商务供应链管理”的概念。来自欧洲统计局的统计数据被用于分析电子零售的空间多样性。电子零售应用地理信息系统的区域多样性评估和探索性空间数据分析方法，例如全球和局部空间自相关统计。确定了与网上购物相关的具有相似家庭偏好的地区集群。