Chapter 9 Electronic
Commerce Systems
Introduction to e-Commerce
◼ Electronic commerce encompasses the entire
online process of
Developing
Marketing
Selling
Delivering
Servicing
Paying for products and services
◼ It relies on the Internet and other information
technologies to support every step of the
process
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The Scope of e-Commerce
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The Scope of e-Commerce
◼ E-commerce can include interactive marketing,
ordering, payment, and customer support processes
at e-commerce catalog and auction sites on the World
Wide Web.
◼ E-commerce also includes e-business processes
such as extranet access of inventory databases by
customers and suppliers (transaction processing),
intranet access of customer relationship management
systems by sales and customer service, and
customer collaboration in product development via e-
mail exchanges and Internet newsgroups.
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Categories of e-Commerce
◼ Business-to-Consumer
Virtual storefronts, multimedia catalogs,
interactive order processing, electronic
payment, online customer support
◼ Business-to-Business
Electronic business marketplaces, direct links
between businesses, auctions and exchanges
◼ Consumer-to-Consumer
Online auctions, posting to newspaper sites,
personal websites, e-commerce portals
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Business-to-Business E-commerce
Site
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Essential e-Commerce Architecture
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Access Control and Security
◼ E-commerce processes must establish mutual
trust and secure access between parties
User names and passwords
Encryption key
Digital certificates and signatures
◼ Restricted access areas
Other people’s accounts
Restricted company data
Webmaster administration areas
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SSL Certificate
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Profiling and Personalizing
◼ Profiling gathers data on you and your website
behavior and choices
User registration
Cookie files and tracking software
User feedback
◼ Profiling is used for
Personalized (one-to-one) marketing
Authenticating identity
Customer relationship management
Marketing planning
Website management
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Search Management
◼ Search processes help customers find the
specific product or service they want
E-commerce software packages often include
a website search engine
A customized search engine may be acquired
from companies like Google or Requisite
Technology
Searches are often on content or by
parameters
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Content and Catalog Management
◼ Content Management Software
Helps develop, generate, deliver, update, and
archive text and multimedia information at
e-commerce websites
◼ Catalog Management Software
Helps generate and manage catalog content
◼ Catalog and content management software
works with profiling tools to personalize content
Includes product configuration and
mass customization
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Workflow Management
◼ E-business and e-commerce workflow
management depends on a workflow software
engine
Contains software model of business
processes
◼ Workflow models express predefined
Sets of business rules
Roles of stakeholders
Authorization requirements
Routing alternative
Databases used
Task sequences
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Event Notification
◼ Most e-commerce applications are event driven
Responds to such things as customer’s first
website visit and payments
Monitors all e-commerce processes
Records all relevant events, including problem
situations
Notifies all involved stakeholders
Works in conjunction with user-profiling
software
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Collaboration and Trading
◼ Processes that support vital collaboration
arrangements and trading services
Needed by customers, suppliers, and other
stakeholders
◼ Online communities of interest
E-mail, chat, discussion groups
Enhances customer service
Builds loyalty
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Electronic Payment Processes
◼ Complex processes
Near-anonymous and electronic nature
of transactions
Many security issues
Wide variety of debit and credit alternatives
Financial institutions may be part of the
process
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Electronic Payment Processes
◼ Web Payment Processes
Shopping cart process
Credit card payment process
Debit and other more complex processes
◼ Electronic Funds Transfer (EFT)
Major payment system in banking, retail
Variety of information technologies capture
and process money and credit card transfers
Most point-of-sale terminals in retail stores
are networked to bank EFT systems
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Securing Electronic Payments
◼ Network sniffers easily recognize credit card
formats
Encrypt data between customer and merchant
Encrypt data between customer and financial
institution
Take sensitive information off-line
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E-Commerce Success Factors
◼ Some of the success factors in e-commerce
Selection and value
Performance and service
Look and feel
Advertising and incentives
Personal attention (one-to-one marketing)
Community relationships
Security and reliability
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Differences in Marketing
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Web Store Requirements
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Developing a Web Store
◼ Build a website
Choose or set up web hosting
Use simple design tools and templates
Include a shopping cart and payment support
◼ Market the website
Include Web page and e-mail advertising
and promotions
Exchange advertising with other Web stores
Register with search engines and directories
Sign up for affiliate programs
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Serving Your Customers
◼ Convert visitors into loyal customers
Develop one-to-one relationship with
customers
Create incentives to encourage registration
Use Web cookies to identify visitors
Use tracking services to record and analyze
website behavior and customer preferences
Create an attractive, friendly, efficient store
Offer fast order processing and payment
Notify when orders are processed and
shipped
Provide links to related websites
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Managing a Web Store
◼ Manage both the business and the website
Record and analyze traffic, inventory, sales
Use CRM features to help retain customers
Link sales, inventory data to accounting
systems
◼ Operate 24 hours a day, seven day a week
◼ Protect transactions and customer records
Use security monitors and firewalls
Use redundant systems and power sources
Employ passwords and encryption
Offer 24-hour tech support
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B2B E-Commerce
◼ B2B is the wholesale and supply side of
the commercial process
Businesses buy, sell, or trade with other
businesses
◼ Relies on multiple electronic information
technologies
Catalog systems
Trading systems
Data interchange
Electronic funds transfers
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E-Commerce Marketplaces
◼ One to Many
Sell-side marketplaces
One supplier dictates product offerings and
prices
◼ Many to One
Buy-side marketplaces
Many suppliers bid for the business of a buyer
◼ Some to Many
Distribution marketplaces
Unites suppliers who combine their product
catalogs to attract a larger audience
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E-Commerce Marketplaces
◼ Many to Some
Procurement marketplaces
Unites major buyers who combine purchasing
catalogs
Attracts more competition and thus lower
prices
◼ Many to Many
Auction marketplaces
Dynamically optimizes prices
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Clicks and Bricks
◼ Success will go to those who can integrate
Internet initiatives with traditional operations
Merging operations has trade-offs
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E-Commerce Integration
◼ The business case for merging e-commerce
with traditional business operations
Move strategic capabilities in traditional
operations to the e-commerce business
Integrate e-commerce into the traditional
business
◼ Sharing of established brands
◼ Sharing of key business information
◼ Joint buying power and distribution
efficiencies
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Other Clicks and Bricks Strategies
◼ Partial e-commerce integration
Joint ventures and strategic partnerships
◼ Complete separation
Spin-off of an independent e-commerce
company
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E-Commerce Channel Choices
◼ An e-commerce channel is the marketing or
sales channel created by a company for its e-
commerce activities
There is no universal strategy or e-commerce
channel choice
Both e-commerce integration and separation
have major business benefits and
shortcoming
Most businesses are implementing some
measure of clicks and bricks integration
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E-Commerce Strategy Checklist
◼ Questions to ask and answer
What audiences are we attempting to reach?
What action do we want those audiences to
take?
Who owns the e-commerce channel within the
organization?
Is the e-commerce channel planned alongside
other channels?
Is there a process for generating, approving,
releasing, and withdrawing content?
Will our brand translate to the new channel?
How will we market the channel itself?
Chapter 9 Electronic Commerce Systems 32
