to internet industry is high. The e-commerce industry is highly dynamic, with creativity and innovation serving as the most important success factors. Accordingly, new competition can emerge from any location of the globe at any time, given innovative idea attracts funding from venture capitalists.
Although the economies of scale possessed by Google and other large companies already operating in the industry is a factor that enhances industry entry barrier, the impact of this barrier can be diminished if a new market entrant bases its value proposal.