In the face of extraordinary disruption in technology advancement, electronic commerce website performs as an essential channel for communication and business operation which could be considered both excellent opportunity and challenge for business. This paper applied the e-commerce website in construction material company in Thailand as the case study which aims to identify the sustained competitive advantage among firm’s resources. As the qualitative methodology, the author applied semi-structured interviews with managers and compared the results in previous academic papers. Basically, the value chain analysis is implemented to represent the primary and support activities of the firm, while the sustained competitive advantages were evaluated by examined the resource-based view theory. Consequently, this study found four resourced that were categorized as the sustained competitive advantages, comprising of well-designed business model, suitable web design, branding and firm reputation, and information management system. The managerial implication is also described from manager’s point of view on their previous success practices which consists of three major topics; the velocity to change, the accumulation of the small wins, and the user experience.

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