Mall-based EC refers to EC sites such as Amazon and Rakuten Ichiba, where multiple stores are gathered to form a single store. EC stands for "electric commerce" and refers to websites that allow shopping on the Internet. Mall-based EC is highly popular among consumers because it can retain customer information, has the ability to recommend highly relevant products based on search history, and regularly distributes coupons. It is also highly supported by sellers because of the large number of monthly users, its ability to attract customers, and the fact that even beginners can list items on the site.
