Chapter 8 - E-COMMERCE

People don’t call it e-commerce anymore. It’s called Omni-

commerce, and it’s the idea that digital permeates every step
of the purchase chain, from product discovery, to trial, to
pricing, to actual purchase.
Tolman Geffs
 Learning Outcomes
After reading Chapter 8, you should be able to:

 discuss the various types of e-commerce.

 discuss the reasons for the growth in m-commerce.

 discuss the benefits of m-commerce.

 discuss the benefits of s-commerce.

 Discuss, in detail, the FIVE important steps to follow when setting up an e-commerce
website.
 Learning Outcomes
After reading Chapter 8, you should be able to:

 discuss the six stages of the fulfilment process.

 discuss the techniques to drive traffic to a website.

 discuss the key pieces of information that an organisation need to be aware of and should
be tracking.

 and finally, apply the principles learned in the chapter to real-world marketing
scenarios and case studies.
Slide 1: Introduction to E-commerce

Title: Introduction to E- Definition

commerce E-commerce involves all digital
transactions, including
buying/selling goods and services
and transferring funds/data
electronically
Growth Statistics
 E-commerce sales worldwide
amounted to $4.9 trillion in
2021, forecasted to exceed $7
trillion by
 COVID-19 accelerated the shift to
e-commerce by five years
Slide 2: Types of E-commerce

Title: Types of E- Business to Consumer

 Direct sales from businesses
commerce to consumers, e.g., Amazon
 Benefits: Wide product
variety, reduced inventory
costs, efficient procurement
Business to Business
 Transactions between
businesses, e.g., manufacturer
to wholesaler
 Benefits: Lowered inventory
costs, streamlined processes
Slide 3: Types of E-commerce

Consumer to Consumer
Title: Types of E-  Consumers sell to other consumers,
e.g., eBay, Airbnb
commerce  Platforms facilitate transactions
and may charge fees or take a
percentage
Consumer to Business
 Consumers sell products/services to
businesses, e.g., freelance
platforms like guru.com
Slide 4: Growth in M-commerce

Statistics
Title: Growth in M-  Over 70% of global e-commerce
commerce was generated via m-commerce in
 Increased use of mobile
devices for various
transactions, e.g., mobile
banking, in-app payments
Drivers
 Increasing number of global
mobile users
 Improved mobile technology and
internet access
Slide 5: Benefits of M-commerce

Title: Benefits of M- Access

 Easier and more affordable
commerce
access to the internet via mobile
devices
Convenience
 Mobile phones are always with
users, enabling anytime, anywhere
transactions
Costs
 Mobile devices are more
affordable than computers and
serve multiple purposes
Slide 6: Benefits of M-commerce

Title: Benefits of M-
commerce
Ease of Use
 Mobile phones are simple to use,
allowing instant purchases
Mobile Payments
 Secure and varied mobile payment
options, including mobile wallets
and alternative payment methods
Rich Content
 Advances in mobile processing
power allow for rich media use,
enhancing the shopping experience
Slide 7: Benefits of S-commerce

Audience Growth
Title: Benefits of S-  Expected 3.96 billion social
media users worldwide in
commerce  Social media is crucial for
reaching target audiences
Higher Search Engine Ranking
 Increased website traffic from
social media boosts search engine
rankings
Slide 8: Benefits of S-commerce

Title: Benefits of S- Authentic Engagement and

commerce Traffic
 Regular positive contact on
social media builds brand loyalty
and trust
Two-Way Communication
 Social media facilitates
customer service and engagement,
enhancing customer relationships
Customer Loyalty
 Social platforms help build
long-term customer relationships
Slide 10: Steps to
Set Up an E-
commerce Website
Title: Steps to Set Up an E-commerce Website
Slide 9: Steps to Set Up an E-commerce
Website

Step 1: Choose Your Domain

Name
 Tips: Easy to type, short, use
keywords, target area, avoid
Title: Steps to Set Up an numbers/hyphens, memorable,
research trademarks
E-commerce Website  Make it easy to type: Use
simple, easy-to-spell words
 Keep it short: Avoid complex
names to reduce mistyping
 Use keywords: Incorporate
relevant keywords for SEO
 Target your area: Include
location for local businesses
Slide 10: Steps to Set Up
an E-commerce Website
Step 2: Obtain a Secure Certificate
 Importance of SSL for security and user trust

Step 3: Choose the Right Hosting

Package
 Considerations: Speed, uptime, cloud hosting

Step 4: Select an E-commerce Platform

 Options: SaaS, open source, licensed, PaaS
 Examples: Shopify, WooCommerce, Magento

+ Step 5: Select Your Payment Gateway

 Onsite vs. offsite gateways
Slide 11: Fulfilment Process
Title: Fulfilment Process
Slide 11: Fulfilment
Process
Inventory Management
 Accurate stock-level information and demand
forecasting
 Tools: Inventory management software

Warehouse Management
 Integration with warehouse management
systems for efficient stock handling
 Examples: EZOfficeInventory, Zoho Inventory

Order Management
 Real-time order status tracking and
communication
Slide 12: Fulfilment Process

Title: Fulfilment Destination

 Home delivery, in-store
Process collection, inter-branch
transfers
Returns
 Seamless returns policy and
process
Order Tracking
 Frequent updates on order
status and delivery times
Slide 13: Techniques
to Drive Traffic to a
Website
Slide 13: Techniques to
Drive Traffic to a Website

Content Marketing Strategy

 Creating high-quality, targeted content
 Engage customers with meaningful stories

Product Videos
 Using videos/360-degree views to showcase
products
 Benefits: Enhances product understanding and
engagement

Alias Domains
 Owning misspelled domain names and alias
search terms
 Strategies: Purchase variations to capture
traffic
Slide 14: Techniques to
Drive Traffic to a Website
Social Media Campaigns
 Using appropriate social media platforms for
advertising
 Platforms: Facebook, Instagram, LinkedIn

Customer Reviews
 Encouraging and utilizing customer reviews to build
trust
 Importance: Influences potential customers'
decisions

Product Merchandising and SEO

 Optimizing product names, images, and
descriptions for search engines
 Techniques: Use keywords and detailed
descriptions
Slide 14: Techniques to
Drive Traffic to a Website
Landing pages:
Search:
Site speed and performance:
Registration and checkout:
Slide 15: Key Pieces of Information to Track

Supply-Chain Management
 Tracking products from warehouse
to customer delivery
Title: Key Pieces of  Importance: Ensures timely and
Information to Track accurate delivery
Product Analytics
* Monitoring product views, reviews,
social shares, and conversion rates
* Benefits: Understand product
performance and customer preferences
Slide 16: Key Pieces of Information to Track

Online Marketing Analytics

Analyzing success rates of
marketing initiatives
 Metrics: Conversion rates,
traffic sources
E-commerce Funnel Tracking
Title: Key Pieces of  Ensuring smooth navigation from
Information to Track product search to checkout
 Techniques: Analyzing drop-off
points and optimizing processes