E-Commerce and Internet Marketing • More formally, e-commerce can be

defined as digitally enabled

Chapter # 1 commercial transactions between and
Introduction to E-Commerce among organizations and individuals.
Each of these components of our
LESSON OVERVIEW working definition of e-commerce is
• Introduction to E-Commerce important.

• Unique Features of E-Commerce • Digitally enabled transactions include

Technology all transactions mediated by digital
technology.
• Types of E-Commerce
• Commercial transactions involve the
• Academic Disciplines Concerned with exchange of value (e.g., money) across
E-Commerce organizational or individual
boundaries in return for products and
• Carriers in E-Commerce
services.
“E-COMMERCE IS A POWERFUL MEANS TO
• Exchange of value is important for
CONNECT THE UNCONNECTED TO GLOBAL
understanding the limits of e-
TRADE”
commerce. Without an exchange of
• E-commerce involves the use of the value, no commerce occurs.
Internet, the World Wide Web (Web),
Difference between E-Commerce and E-
and mobile apps and browsers running
Business
on mobile devices to transact business.
• e-business to refer primarily to the
• The Internet is a worldwide network of
digital enabling of transactions and
computer networks.
processes within a firm, involving
• Web is one of the Internet’s most information systems under the control
popular services, providing access to of the firm.
billions of web pages.
• e-business does not include
• App (shorthand for application) is a commercial transactions involving an
software application. The term is exchange of value across
typically used when referring to organizational boundaries.
mobile applications, although it is also
sometimes used to refer to desktop
computer applications as well.

• A mobile browser is a version of web

browser software accessed via a
mobile device.

Technological Building Blocks Underlying E-

Commerce

• The Internet is a worldwide network of

computer networks built on common
standards. Created in the late 1960s to
 connect a small number of mainframe
computers and their users, the
Internet has since grown into the
world’s largest network
• The World Wide Web (the Web) is an
information system that runs on the
Internet infrastructure. The Web was
the original “killer app” that made the
Internet commercially interesting and
extraordinarily popular.
• The mobile platform has become a
significant part of Internet
infrastructure. The mobile platform
provides the ability to access the
Internet from a variety of mobile
devices such as smartphones and
tablets via wireless networks or cell
phone service.
• The mobile platform is not just a
hardware phenomenon. The
introduction of the Apple iPhone in
2007, followed by the Apple iPad in
2010, has also ushered in a sea-change
in the way people interact with the
Internet from a software perspective.
Unique Features of E-Commerce
• Figure 1.4 illustrates eight unique
features of e-commerce technology
that both challenge traditional
business thinking and help explain why
we have so much interest in e-
commerce.
• E-commerce technologies make it
possible for merchants to know much
more about consumers and to be able
to use this information more
effectively than was ever true in the
past.
Ubiquity
• E-commerce, in contrast, is
characterized by its ubiquity: it is
available just about everywhere, at all
times. It liberates the market from
being restricted to a physical space
and makes it possible to shop from
your desktop, at home, at work, or
even from your car, using mobile e-
commerce.
• The result is called a marketspace a
marketplace extended beyond
traditional boundaries and removed
from a temporal and geographic
location.
• Ubiquity reduces the transaction costs
and Cognitive energy of customers
Universal Standards EVOLUTION OF E-COMMERCE

• One strikingly unusual feature of e-

commerce technologies is that the
technical standards of the Internet,
and therefore the technical standards
for conducting e-commerce, are
universal standards they are shared
by all nations around the world.

• The universal technical standards of e-

commerce greatly lower market entry
cost the cost merchants must pay just
to bring their goods to market. At the
same time, for consumers, universal
standards reduce search costs the
effort required to find suitable
products.

Richness

• Information richness refers to the

complexity and content of a message

• E-commerce technologies have the

potential for offering considerably
more information richness than
traditional media such as printing
presses, radio, and television because
they are interactive and can adjust the
message to individual users.
Interactivity
• Interactivity means enabling two-way
communication between merchant
and consumer and among consumers
• Interactivity allows an online
merchant to engage a consumer in
ways similar to a face-to-face
experience.
• Comment features, community
forums, and social networks with
social sharing functionality such as Like
and Share buttons all enable
consumers to actively interact with
merchants and other users.
ACADEMIC DISCIPLINES CONCERNED WITH E-
COMMERCE
The phenomenon of e-commerce is so broad
that a multidisciplinary perspective is required.
There are two primary approaches to e-
commerce: technical and behavioral.
TECHNICAL APPROACHES
Computer scientists are interested in e-
commerce as an exemplary application of
Internet technology. They are concerned with
the development of computer hardware,
software, and telecommunications systems, as
well as standards, encryption, and database
design and operation.
BEHAVIORAL APPROACHES

Management scholars have focused on

entrepreneurial behavior and the challenges
faced by young firms who are required to
develop organizational structures in short time
spans. Finance and accounting scholars have
focused on e-commerce firm valuation and
accounting practices. Sociologists—and to a
lesser extent, psychologists—have focused on
general population studies of Internet usage,
the role of social inequality.
CAREERS IN E-COMMERCE
THE COMPANY
The company is a large global retailer
that is rapidly expanding its online and mobile
operations. The company is seeking to develop
omni-channel e-commerce capabilities based
on world-class pricing technology, automated
warehouses, and an advanced fulfillment
program that combines its retail stores with
online and mobile sales. The company has
hundreds of different product categories and
operates multiple branded websites
management, and supply chain
management to execute initiatives to
optimize category performance.
QUALIFICATIONS/SKILLS
Bachelor’s degree with a strong academic
background
• An entrepreneurial attitude
• Strong attention to detail
• Strong communication and teamwork
skills
• Strong analytical and critical thinking
skills
• Ability to work in an ambiguous
environment, face challenges, and
solve problems
• Negotiation and persuasion skills
• Fast learner, with an ability to absorb
information and experiences and
apply them

POSITION: CATEGORY SPECIALIST IN THE E-

COMMERCE RETAIL PROGRAM

You will manage the performance of

your category of products across the firm’s
websites and apps. More specifically, you will:

• Manage and monitor the introduction

of new products and establish
processes to ensure they are available
at stores and online.
• Improve the online user experience
browsing and searching for products.
• Manage item and category pages
including graphics, customer reviews,
and content. Find new ways in which
our customers can discover products
online.
• Optimize pricing of our products and
benchmark competitor prices.
• Analyze product performance, identify
key trends, and suggest how the firm
can improve its revenues, customer
service, and margins.
• Work with cross-functional teams in
marketing, customer relationship