BUS 352 Week 5 Assignment Final Paper An e-Business analysi…

An e-Business analysis of Nike


Nike is one of the world’s leading athletic footwear and apparel brands, known for its innovative products and cutting-edge marketing strategies. In recent years, the rise of e-commerce has significantly impacted the retail industry, and Nike has been no exception. This paper aims to provide a comprehensive e-business analysis of Nike, focusing on its online presence, e-commerce strategies, and the impact of technology on its business model. Through a critical examination of Nike’s website, mobile applications, online marketing efforts, and customer engagement, this analysis will shed light on Nike’s success in the digital marketplace.


Nike Inc. is a multinational corporation specializing in the design, development, manufacturing, and marketing of athletic footwear, apparel, equipment, accessories, and services. Founded in 1964 as Blue Ribbon Sports, the company has transformed into a global brand with a strong presence in both physical retail stores and the online marketplace. Over the years, Nike has embraced the opportunities provided by e-commerce and has leveraged technology to enhance its customer experience and drive sales. This paper will explore the e-business strategies implemented by Nike, analyze its online presence, and assess the impact of technology on its overall business model.

Online Presence:

Nike’s online presence is essential to its success in the digital marketplace. The company’s official website, Nike.com, serves as a hub for its products, brand information, and customer interaction. The website is well-designed and easy to navigate, providing customers with a seamless browsing and shopping experience. It features detailed product descriptions, high-quality images, and user-friendly search filters, enabling customers to find and purchase their desired products effortlessly. Nike.com also utilizes a personalized recommendation engine that suggests products based on customers’ previous purchases and browsing behavior, enhancing the overall shopping experience.

In addition to its website, Nike has a strong presence on social media platforms such as Instagram, Facebook, Twitter, and YouTube. These channels serve as a means for Nike to engage with its customers, increase brand awareness, and drive traffic to its website. Nike’s social media strategy focuses on creating compelling content, including photos, videos, and stories that resonate with its target audience. By consistently delivering engaging and shareable content, Nike has been able to build a loyal online community and foster brand loyalty among its customers.

E-commerce Strategies:

Nike’s e-commerce strategies encompass various elements, all aimed at increasing online sales and improving customer satisfaction. One of the key strategies employed by Nike is the implementation of a seamless omnichannel approach. This approach allows customers to have a consistent shopping experience across multiple channels, including online, mobile, and physical stores. Nike’s seamless omnichannel strategy is supported by its mobile applications, which provide customers with easy access to the brand’s products, real-time inventory information, personalized recommendations, and the ability to make purchases directly from their mobile devices.

Furthermore, Nike has implemented a robust customer relationship management (CRM) system to track and analyze customer behavior, preferences, and purchase history. This data is used to personalize the shopping experience, send targeted marketing campaigns, and provide relevant product recommendations. Nike also utilizes customer reviews and ratings to enhance the credibility and trustworthiness of its products, helping customers make informed purchasing decisions. These e-commerce strategies have contributed to Nike’s success in the online marketplace and have helped the company stay ahead of its competitors.

Impact of Technology:

Technology has had a profound impact on Nike’s business model, enabling the company to innovate, improve operational efficiencies, and connect with its customers on a deeper level. Nike’s use of data analytics and artificial intelligence has allowed the company to gain valuable insights into customer behavior, preferences, and trends. This information is used to develop new products, improve existing offerings, and deliver personalized marketing messages. For instance, Nike’s Flyknit technology, developed using advanced computational design methods, has revolutionized the way athletic footwear is manufactured, providing customers with lightweight, breathable, and customized shoes.

Furthermore, Nike has embraced the Internet of Things (IoT) and wearable technology to enhance the customer experience and drive engagement. The incorporation of sensors into Nike’s products, such as basketball shoes and running apparel, allows customers to track their performance, monitor their health metrics, and receive personalized coaching tips. This integration of technology and sports has created new opportunities for Nike to connect with its customers and build long-term relationships.


In conclusion, Nike’s e-business analysis highlights the company’s successful implementation of e-commerce strategies, strong online presence, and effective use of technology. Nike’s website, mobile applications, social media presence, and omnichannel approach have contributed to its success in the digital marketplace. The company’s use of data analytics, AI, and wearable technology has enabled it to innovate and provide personalized experiences for its customers. As technology continues to evolve, it is expected that Nike will further capitalize on digital opportunities to maintain its competitive edge in the industry.