A4 Article in conference proceedings
Barriers to Data-Driven Decision-Making Among Online Retailers (2022)

Kemppainen, T., Frank, L., Makkonen, M., & Kallio, A. (2022). Barriers to Data-Driven Decision-Making Among Online Retailers . In A. Pucihar, M. Kljajić Borštnar, R. Bons, A. Sheombar, G. Ongena, & D. Vidmar (Eds.), 35th Bled eConference : Digital Restructuring and Human (Re)action (pp. 327-342). University of Maribor. https://doi.org/10.18690/um.fov.4.2022.20

JYU authors or editors

Publication details

All authors or editors: Kemppainen, Tiina; Frank, Lauri; Makkonen, Markus; Kallio, Antti

Parent publication: 35th Bled eConference : Digital Restructuring and Human (Re)action

Parent publication editors: Pucihar, Andreja; Kljajić Borštnar, Mirjana; Bons, Roger; Sheombar, Anand; Ongena, Guido; Vidmar, Doroteja


  • Bled eConference

Place and date of conference: Bled, Slovenia, 26.-29.6.2022

eISBN: 978-961-286-616-7

Publication year: 2022

Pages range: 327-342

Number of pages in the book: 824

Publisher: University of Maribor

Publication country: Slovenia

Publication language: English

DOI: https://doi.org/10.18690/um.fov.4.2022.20

Persistent website address: https://press.um.si/index.php/ump/catalog/view/691/927/2331-1

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/83355


This study investigates the barriers to data-driven decision-making among online retailers. The study seeks to deepen the previous knowledge by considering data-driven decision-making as a process and identifying the critical obstacles within its different (6) stages. Qualitative interview data (N=10) collected from Finnish e-commerce professionals are analyzed. The findings show that barriers to data-driven decision-making occur at all stages during the decision-making process. The barriers are mostly related to the employees’ and the management’s expertise in collecting, organizing, analyzing, summarizing, synthesizing, and prioritizing data. In addition, attitudinal, technical, and strategy-related barriers can hinder data-driven decision-making. The findings suggest that all the stages included in the data-driven decision-making process and the obstacles that prevent data-driven decision-making during the different stages should be carefully investigated and considered by online retailers.

Keywords: decision making; knowledge-based management; electronic commerce; retailers; enterprises; barriers; expertise; customers; consumer behaviour

Free keywords: data analytics; data-driven decision-making; online retailers; e-commerce

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

JUFO rating: 1

Last updated on 2023-05-09 at 10:24