Importance of Financial Strategy in E-commerce

This paper deals with the issue of financial strategy formulation and available models of financial strategy with a focus on e-commerce. The paper aims at using the financial strategy model to assess current financial strategy for enterprises primarily oriented towards electronic commerce and to propose the optimum financial strategy for this area of business. The research used selected methods of financial analysis (liquidity, profitability, indebtedness, activity) to evaluate current financial standing of a selected sample of enterprises. The results of the financial analysis were used for building of a model of financial strategy in Vensim program. The model, based on selected financial indicators, identifies current financial strategies of enterprises and designs the optimum financial strategy using the principle of dynamics and proposes its development for long-term progress of the enterprise. The financial strategy model is also applicable to e-commerce.