GAGE UNIVERSITY COLLEGE

DEPARTEMENT OF MBA

MIS ASSIGNMENT

Title:- A Term Paper on E-Commerce

NAME ID NO

Ayedagn Negusie MBA/0704/14

INTRODUCTION

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The Internet has changed the business environment and further created opportunities for
businesses throughout the world. The worldwide development in information technologies has
introduced the electronic commerce (ecommerce) phenomenon. Although the Internet was
common among the public in 1994, e-commerce became a phenomenon in developed
countries only by 2000. A great number of businesses in the United States and Western
Europe started to represent their services online and public started to purchase goods and
services over the Internet using secure connections and electronic payment services. The
overwhelming public attention and rapid use of the internet over the years has contributed
much in facilitating electronic commerce in global business environment. Now, e-commerce
is growing rapidly, affecting all industries in terms of changing the business model of
organizations E-commerce has a great deal of advantages over the "brick and mortar" shop
front. Effective e-commerce adoption is beneficial to organizations in terms of substantial cost
savings, revenue maximization, and improvement in product delivery and customer service.
Therefore, e-commerce is a significant area for research due to its potential positive impact on
business performance. Prior studies have empirically confirmed the factors affecting
ecommerce adoption. However, much is not known on the overall review on e-commerce
adoption studies, as this review has not been done by previous studies. Thus, the novelty
feature for this study is the fact that it is the first attempt to comprehensively review on the
previous studies on the e-commerce adoption studies. Therefore, this study’s approach is
unique as it focuses on examining the prior studies published in Scopus databases. Hence the
novelty of this work stems from the fact that it is essential to not only investigate the
determinants and barrier of e-commerce adoption but also any other relevant issues in e-
commerce adoption process. Substantial understanding of activities and factors associated
with existing e-commerce adoption are important to guide future e-commerce predation,
during implementation and post-adoption efforts and to suggest directions for further research
in the field.

The structure of this paper is as follows: section two illustrates the background of e-commerce
adoption framework. Section three discusses the method. Section four analyses the findings
and the last section conclude the paper and present the limitation and future direction of the
study E-commerce is a boom in the modern business. E-commerce means electronic
commerce. E- commerce (Electronic commerce) involves buying and selling of goods
and services, or the transmitting of funds or data, over an electronic network, predominantly
the Internet.

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E-commerce (Electronic commerce) is a paradigm shift influencing both marketers and
the customers. Rather e-commerce is more than just another way to boost the existing
business practices. It is leading a complete change in traditional way of doing business.
This significant change in business model is witnessing a tremendous growth around the
globe and India is not an exception. A massive internet penetration has added to growth
of E-commerce and more particularly start-ups have been increasingly using this option as
a differentiating business model.

Moreover E-Commerce has significant influences on the environment. Although the

model is highly used in current business scenario but the option has not been explored at its
fullest.

The current research has been undertaken to describe the scenario of E-Commerce, analyze
the trends of E-Commerce. The study further examines the key variables imperative for the
success of E-commerce business models.

Literature review

The journey of e-commerce in India was not in incline stage at the beginning, it has started in
the year 1999 by K.Vaitheeswaran, the company name was fabmart.com, the Indian
customers are very new to this segment, the payment gateway and logistics was the vital issue
of concern. The Indian government has come up with innovation; they have introduced an
online payment method in IRCTC. This process has made customers understand the online
payment method but there were few technical challenges. Then later taking these technical
challenges as an opportunity, the major players like Flipkart, Amazon, Snapdeal, and Myntra
came up with trustable payment gateways like PayPal and PayYou. They are very safe and
secure; slowly they have won the trust of customers. then the rest is history, now e-Commerce
has become a shopping platform for every urban customer. Sales in e-commerce In India,
online retail sales will operate mainly with (B2C) Business to customer’s sales. The most
selling products in e-commerce websites in India are Fashion, Electronics, Beauty, kitchens,
Furnishing, Food, Books, Jewellery, Handmade Products, and Medical and Health
Supplements. And the top product and services selling e-commerce websites are
AmazonIndia.com, Flipkart.com, and Myntra. They have a large sales market in India, mainly
operate with (B2B) Business to Business Market sale and (B2C) Business to customers
market.

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The objectives of present study are:

1. To understand the present status and trends of E-Commerce;

2. To reveal the key variables influencing the increased usage of E-Commerce.

What is E-Commerce?

E-commerce means electronic commerce. It means dealing in goods and services through
the electronic media and internet. E-commerce involves carrying on a business with the
help of the internet and by using the information technology like Electronic Data
Interchange (EDI). E- Commerce relates to a website of the vendor on the Internet, who
trades products or services directly to the customer from the portal. The portal uses a digital
shopping cart or digital shopping basket system and allows payment through credit card, debit
card or EFT (Electronic fund transfer) payments.

A more complete definition is: E-commerce is the use of electronic communications and
digital information processing technology in business transactions to create, transform,
and redefine relationships for value creation between or among organizations, and between
organizations and individuals (C. Nisha and G. Sangeeta, 2012).

The main types of electronic commerce are: business-to-business (B2B); business to-
consumer (B2C); business-to-government (B2G); consumer-to-consumer (C2C); and mobile
commerce (m- commerce).

BASICS OF E-COMMERCE

E-commerce or Electronic Commerce, a subset of e- business, is the purchasing, selling, and

exchanging of goods and services over a computer network (such as the Internet) through
which transactions or terms of sale are performed electronically. Contrary to popular belief, e-
commerce is not just on the Web. In fact, e-commerce was alive and well in business to
business transactions before the Web back in the 70s via EDI (Electronic Data Exchange)
through VANs (Value-Added Networks). 2merkato.com is an e-commerce
website that provides business information for investors, suppliers, buyers, traders who are
engaged or want to engage in business activities in Ethiopia.
E-commerce can be broken into four main categories—B2B, B2C, C2B, and C2C.

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1.B2B(Business-to-Business)
Business)
Companies doing business with each other such as ma
manufacturers
nufacturers selling to distributors and
wholesalers selling to retailers constitute B2B type of ee-commerce.
commerce. Pricing is based on
quantity of order and is often negotiable. Figure 1.16 shows B2B exchanges.

B2B exchanges, which draw on data from various datab

databases,
ases, act as centralized online markets
for buyers and sellers in specific fields, such as car parts or olive oil. Exchanges are expected
to evolve into ‘‘b-Webs’’,
Webs’’, or business Webs, encompassing other factors besides price.

2.B2C(Business-to-Consumer)
Consumer)
B2C comprises of businesses selling to the general publ
public
ic typically through catalogues
utilizing shopping cart software. For example, having a ha
hard
rd time finding a book? Need to
purchase a custom, high-end
end computer system? How about a first class, all--inclusive trip to a
tropical island? With the advent of e-commerce,
e all three thingss can be purchased literally in
minutes without human interaction.

3.C2B(Consumer-to-Business)
Business)
A consumer posts his/her project with a set budget online and within hours companie
companies review
the consumer’s requirements and bid on the project. The consumer reviews the bids and
selects the company that will complete the project. Elance empowers consumers around the
world by providing the meeting ground and platform for such transactions
transactions.
4.C2C(Consumer-to-Consumer)
Consumer)
There are many sites offering free classifieds, auctions, and forum
forumss where individuals can buy
and sell. Thanks to online payment systems like PayPal where people can send and receive
money online with ease. eBay’s auction ser
service
vice is a great example where person-to-person
person
transactions take place every day. Companies using internal networks to offer their employees
products and services online
online—not necessarily online on the Web—are
are engaging in B2E
(Business-to-Employee) e--commerce. G2G (Government-to-Government),
Government), G2E
(Government-to-Employee),
Employee), G2B (Government
(Government-to-Business),
Business), B2G (Business-to-
(Business
Government), G2C (Government
(Government-to-Citizen) and C2G (Citizen-to-Government)
Government) are other
forms of e-commerce
commerce that involve transactions with the govern
government
ment from procurement to
filing taxes to business registrations to renewing licenses. There are other categories of ee-
commerce out there, but they tend to be superfluous

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E-Commerce Facilitators:

(1) Internet:

A massive internet penetration has added to growth of E-commerce. Internet and smart phones
are becoming an integral part of every life. Internet is no more a source of information but has
become an important tool for shopping, learning, communicating and even getting service
from plumbers, carpenters, doctors etc. Supply chain is also becoming leaner and smarter as
digital platforms are helping to better connect with the customers which significantly reduces
the waste and supporting to green businesses
businesses.
Over the past 15 years the ICT revolution has driven global development in an unprecedented
way. With an immense progress in technology, internet and its services have led to
creation of new markets (D’silva
’silva et al., 2010).

The internet user population was small during the 1980s, experiencing a slow but steady
growth until 1994 due to an increasing number of text-based users (eg, those using email and
file transfer functions).Then, with the introduction of the World Wide Web and subsequent
multimedia content expansion, the number of net users exploded. Infact, the internet has
grown much more quickly than any other medium in history (Strauss et al., 2007).

The International Telecommunication Union (ITU), a United Nations body, recently

predicted in 2015 that 3.2 billion people will be online. The population in May 2015 stood at
7.2 billion. In the year 2000 there were just 400 million internet users worldwide.

Internet in India took more than a decade to move from 10 million to 100 million and 3 years
from 100 to 200 million, it took only a year to move from 300 to 400 million users. Clearly,
Internet is mainstream in India today. This number is expected to further surge to 462
million by June this year as more people come online, especially through their mobile
devices. The total Internet user base stood at over 300 million in December 2014, which grew
to 375 million by October last year. Currently, India has the second largest Internet user base
in the world recently overtaking the US (now the third largest user base). China currently
leads with more than 600 million Internet users. Mobile Internet user base in 2015 in urban
India has grown 65 per cent over 2014 to reach 197 million, while the rural user base
surged 99 per cent to 80 million by October 2015. This is expected to grow to 219
million (urban) and 87 million (rural), respectively (IAMAI and IMRB, 2015).

A payment gateway is an e-commerce

commerce application service provider service that authorizes
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credit card payments for e-businesses,
businesses, online retailers, bricks and clicks, or traditional brick
and mortar. The life blood of online business is the payment routes which comprises credit
card, debit card, online banking payments, electronic funds transfer. The world is
transforming from cash to digital money and thus there is a need of payment gateways for
sustainable future ecommerce.

(3) Analytics:
Analytics is the scientific process of transforming data into insight for making better
decisions. Analytics helps businesses to gather, organize, analyze, and report on everything
their customers do. The massive increase in the volume of data has forced the businesses to
focus on analytics to understand the behavior of the customer.
E-tailor need to have real time access to information tomeasure return on online
investments and optimize the channel mix. There are basic analytics capabilities available
with the ecommerce players like basket size analysis, average order value, conversion ratio
but we need deeper analytics solution for actionable insights of the consumer.

(4) Social Media

Businesses are increasingly making use of social media in order to market their goods and
services. Social media refers to websites and computer programs that allow people to
communicate and share information on the internet using a computer or mobile phone.

Social media has played a great role in brand building and informing various offers to
the customers. It also helps in getting the feedback about the product or service. It provides a
platform for brand building, advertisements, developing a community of trusted users,
spreading word of mouth etc.

(5) Autonomous Vehicles

An autonomous vehicle is a motor vehicle that uses artificial intelligence, sensors and
global positioning system, coordinates to drive itself without the active intervention of a
human operator. The age of the autonomous car is coming, and it’s coming fast. Purchasers of
autonomous vehicles will have more time to view emails, search the web, buy new products,
and see advertisements all around them. With autonomous cars, vast digital marketing
experience will present itself. These purchases and search patterns can be tracked to help
companies tailor their marketing campaign to capture this new segment.

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The scope of big data just got much bigger, but will become so tailored and predictive in the
years to come that we may never have to manually adjust anything again.

(6) 3D Printing

A 3D printer is a device that's capable of making a three-dimensional object from a digital

design. It uses something called "additive manufacturing" -- a layered process that bears
some similarity to the way an ink-jet printer sequentially layers its colors on a flat piece of
paper.
It is expected that 3D printing, might one day blow away manufacturing of the kind we've
been used to since the Industrial Revolution shook up agrarian life in the early 19th century.
3D printing is creating a market in designs that are meant to be printed by the buyer --
or a third-party manufacturer unrelated to the designer. The end product isn't sold -- it's
the design that's sold, along with a license for it to be printed. Buried in corners of the
Internet are marketplaces where budding designers are selling their plans for printing at
home or in the workplace. Customers canuse their own printers or they can buy the design
and have it printed on the marketplace's printer and then delivered.
Electronic Commerce (E-commerce
commerce)

 Commerce refers to all the activities the purchase and sales of goods or services.

 Marketing, sales, payment, fulfillment, customer service

 Electronic commerce is doing commerce with the use of computers, networks and
commerce-enabled
enabled software (more than just online shopping)

 The use of the Internet, the Web, and apps to transact business. More formally, digitally
enabled commercial transactions between and among organizations and individuals.

 Any transaction completed over a computer

computer-mediated
mediated network that involves the transfer
transfe
of ownership or rights to use goods or services.

 Completed transactions may have a zero price.

E-commerce applications

 Supply chain management

 Video on demand

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  Remote banking

 Procurement and purchasing

 Online marketing and advertisement

 Home shopping Auctions

Impacts of E commerce in Society

The introduction of e commerce has impacted on the traditional means of online exchanges.
It is creating a new market place and opportunities for the reorganization of economic
processes, in a more efficient way. The open structure of the Internet and the low cost of
using it permit the interconnection of new and existing information and communication
technologies. It offers businesses and consumers an innovative and powerful information
system and another form of communication. This changes the way they search and consumer
products, with these products increasingly customized, distributed and exchanged differently.
The advent of ecommerce has seen a dramatic impact on the traditional ways of doing
business. It has brought producers and consumers closer together and eradicated many of the
costs previously encountered. It is evident that the supply industry will benefit from
e commerce which includes those producing computers, networking equipment and the
software necessary It has affected the following fields of economic activity. Pricing of the
product. Product availability The transportation patterns Transaction costs. Cost and
profit structure of all companies. Consumer behaviour in developed economies &
worldwide competitiveness
8 Unique Features of E-commerce Technology

1. Ubiquity -Internet/Web technology is available everywhere: at work, at home, and

elsewhere via mobile devices, anytime.

2. Global reach

3. Universal standards

4. Information richness – videos, audio and text marketing messages

5. Interactivity –works with interaction with users

6. Information density-technology reduces information cost and raises quality

7. Personalization/customization Social technology-enable user content

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Why Study E-commerce?

• E-commerce technology is different, more powerful than previous technologies

• E-commerce brings fundamental changes to commerce

• Traditional commerce:

– Consumer as passive targets

– Sales-force driven

– Fixed prices

– Information asymmetry

E-commerce Trends 2012–2013

• Mobile platform solidifies

• Mobile e-commerce explodes

• Continued growth of social networks

• Expansion of social and local e-commerce

• Explosive growth in “Big Data”

• E-books gain wide acceptance

Examples of E-Commerce

 Retailing and Marketing

 Entertainment and Travel

 Education and Learning

 Banking and Investment

 Health-Care

 Auction

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  Personal and Business Service

Competitive Advantages of E-Commerce

 Offers personalized products/services

 Enables customer self-service

 Reduces lead time

 Reduces overall cost for seller and customers

 Improves utilization of resources throughout the supply chain

 Increases customer satisfaction and loyalty

 Expands to global marketplace

Disadvantages of Electronic Commerce

 Loss of ability to inspect products from remote locations

 Rapid developing pace of underlying technologies

 Difficult to calculate return on investment

 Cultural and legal impediments

RESEACH OBJECTIVE, METHODOLOGY AND DATA

Material and methods The main aim of the research is to evaluate the impact of determinants
of online shopping behavior on the strategic management process of companies primarily
focused on e-commerce in their long-term development and competitiveness. The partial aim
of the research is to evaluate the quality of determinants of online shopping behavior, which
the monitored companies primarily oriented on e-commerce for their online customers,
comparing the quality of these determinants and evaluating the importance of determinants of
online shopping behavior within the questionnaire survey. The research output is the
identification of determinants of online shopping behavior influencing the process of creating
and implementing a strategy in e-commerce. The main research methods include the analysis
of secondary data from research conducted by the Association for Electronic Commerce, the
Czech Statistical Office and other relevant research studies, data used from the research in the
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form of a questionnaire, critical analysis and a quality comparison of actually applied
determinants of online shopping behavior in the Czech ecommerce environment (for details,
see Results and Discussion). As for the hypotheses verification, the following methods of
statistical induction are used: Kruskal-Wallis test, Friedman test, methods of correlation
matrix. The identification and verification of hypotheses are discussed in more detail in the
chapter Results and Discussion. The research (especially questionnaire survey) was conducted
during the year 2019 with CEOs and owners of selected companies primarily oriented to e-
commerce (for details, see Research Sample), i. e. personalities responsible for strategy
creation and implementation within a strategic management process in e-commerce, firstly by
e-mail and telephone, upon the mutual agreement, the electronic questionnaire was sent to
them. First of all, a preliminary survey was conducted among eight selected companies in
order to confirm the comprehensibility of the questionnaire (especially the knowledge and
implications for the evaluated determinants). The main goal of the questionnaire was to find
out how selected determinants of online shopping behavior affect the process of strategic
management in their long-term development and competitiveness in e-commerce. The
theoretical explanations of selected determinants were sent together with the questionnaire.
The aim of the questionnaire survey was to find out the view of selected e-commerce
businesses on the importance of 15 identified determinants of online shopping behavior in
their long-term development and competitiveness in e-commerce.

Conclusions:

A developing country may well attempt to be modernized if it introduces e-commerce

effectively and efficiently. It will improve its output and lead to its competitive
advantage. Information Technology (IT) has uplifted ecommerce worldwide. Now it’s at ease
to enter to a new market and marketers’ can easily evaluate their product and company’s
performance.

A growing number of firms in various industries, such as banking, education, commerce,

and tourism, etc. have improved their services by both incorporating technologies into
their service delivery process. Integration of technology in services is becoming very
common; however, very little academic research has been conducted to examine its
influence. The issues related to E- commerce are also on the rise which is posing serious
threat to its tall future and hence demands right strategies on part of marketers.
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The research works on E-commerce propose good number of variables to be taken care of if
marketers need to be successful in this newly business model. The factors which
will significantly contribute to the success of the E-Commerce industry and focused upon
should be consistency of transaction steps, consistency of Web site design, replacement
guarantee, M- Commerce services, consistency of promotions, consistency of in-stock
indications, consistency of product variety, location based services, multiple payment
option, right content, shipment option, legal requirement of generating invoices for online
transactions, quick Service, T & C should be clear & realistic, the product quality
should be same as shown on the portal. The important feature in ecommerce is privacy
which not only increases competitive advantage but confidence level of the customers. The
researches also suggest 18-35 as the good customer age to be promising and to be targeted
irrespective of gender for better results.

Social media may be a boon for brands and marketers looking to reach target
buyers without wasting big bucks on traditional media, but luxury brands have
recently found it challenging as unauthorised sellers are luring buyers, most of who fall
in to the temptation of getting discounts of up to 50-70% have cropped up using
platforms like Facebook, Instagram, Twitter and WatsApp. Firms must closely monitor such
accounts and spend money on legal checks controls.

In a marketplace model, the ecommerce firm provides just the technology platform
while sellers on the site own the inventory. Most E-commerce companies have call centres
to connect with customers, the pressing need is the initiative to set up call centres to deal
exclusively with merchants as increasing the number of sellers in a marketplace becomes the
next battlefront in the E-Commerce. The need is 24/7 call centres should be dedicated.

The e-commerce industry participants must also understand and address the cultural
issues that are unique to the target country and relate to off-site transactional process, the
large scale diffusion and success of such endeavors will be greatly impeded. E-Commerce
firms must also find most effective ways to combine the online relationship with the offline
relationship, with the idea that the full relationship with the customer is not complete
without considering both online and offline, as well as how they interact.

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The governments should offer a level field to its E-commerce firms to allow the
country’s significant development. The thrust on E-Commerce should be to offer a legal
framework so that while domestic and international trade are allowed to expand their
horizons, basic rights such as consumer protection, privacy, intellectual property, prevention
of fraud, etc are highly protected. The banks also need to select suitable security tools and
policy to protect itself and its customers.

E-Commerce is a boon for any country- if given right impetus and good environmental
framework to prosper can significantly lead to country’s progress and development.
Implication of the research

Our study, being conceptual in nature, raises a number of opportunities for future research,
both in terms of theory development and concept validation. More empirical research will
in fact be necessary to refine and further elaborate findings in the area of ecommerce.
The study is an eye opener for the researchers who have ample interest in E-
commerce. This review paper will offer them the leads towards the better understanding of
the key variables of the recent E-commerce platform that is revolutionizing the business.

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