The UK has been the leading country in European e-commerce market for many years. Although this creates great opportunities for e-commerce companies, it also results in a fierce competition in the UK e-commerce market. Adding the constantly evolving customer expectations and quality of e-commerce services to those, players in this market are forced to keep up with these changes and need to invest to get ahead of their competitors. Utilising technology is crucial in being successful in e-commerce. But solely employing digital technology is not enough. Correctly integrating digital technology into your business, in other words, digital transformation is necessary.