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This research focuses on e-commerce websites with smart wearable electronics in Slovakia with regard to the interactive elements inserted into a static webpage. Depending on the amount of interactive functions, the work systematically differentiates the individual types of content on the e-commerce websites into three categories: non-interactive content, lower interactivity content and higher interactivity content. With the help of content analysis and descriptive statistics, the numerical calculation of occurrence of the above elements is shown for each category. We found that huge sales platforms with a broad spectrum of services and products used interactive and static content in a greater extent than other e-commerce websites. The main result of the survey is the fact that Slovak e-shops use static elements more than the interactive ones. The above findings indicate that e-commerce websites prefer a rather traditional form of content marketing compared to the interactive one, which is on the rise according to marketing experts. [ABSTRACT FROM AUTHOR]

The trend of e-shops and online selling is on a constant growth in almost all the fields of business. New e-shops with different focus and specialisation have emerged either worldwide or in the Slovak market, which increases the competitiveness. Attracting attention of online consumers and leading them to the final step, which is purchase, has already become a challenge. In the online environment, consumers are really flexible when searching and comparing the prices of various e-shops in order to purchase in the most effective way. Building a strong brand name and consumer loyalty through a sophisticated marketing strategy with a great deal of communication activities is a key to success of the whole e-tail business. [ABSTRACT FROM AUTHOR]