Ecommerce and its features about market

About the E commerce

1. Introduction of E-commerce

2. Why Ecommerce ?

3. MBA & Pune University Course restriction

4. Learning Objectives How the term “E-Commerce” has been defined, How the Internet has enabled this type of business, what are typical categories of making business digitally, what are the advantages as well as the disadvantages of digital business, which technical and economical challenges have to be mastered when doing business electronically.

5. E-Commerce E-commerce, short for electronic commerce, refers to the buying and selling of goods and services over the internet. It has revolutionized the way business is conducted, allowing companies and consumers to transact electronically without the need for physical locations or face-to-face interactions. Here's an overview of the history and development of e-commerce:

6. Emergence of the internet (1990) The 1990s marked a significant turning point for e-commerce with the rise of the World Wide Web and the widespread adoption of personal computers. Tim Berners-Lee's invention of the World Wide Web in 1989 and the release of the first web browser in 1991 paved the way for the commercialization of the internet. Businesses started to establish an online presence through websites, making information about their products and services accessible to a global audience.

7. Early Development (1960s-1980s): The concept of e-commerce originated in the 1960s with the advent of Electronic Data Interchange (EDI). EDI facilitated electronic transactions between businesses using standardized formats, enabling them to exchange documents like purchase orders and invoices electronically. However, EDI was primarily used among large corporations and required expensive infrastructure.

8. First Online Sales (Mid-1990s): In 1994, Dan Kohn developed the first online transaction processing system, which allowed secure online purchases. The same year, Phil Branden Berger sold the first online advertisement to AT&T, and in 1995, Amazon.com and eBay were founded. Amazon initially started as an online bookstore and later expanded into a massive online retailer, while eBay facilitated online auctions, connecting individual sellers with buyers.

9. E-Commerce businesses may employ some or all of the following: Online shopping websites for retail sales direct to consumers, Providing or participating in online marketplaces, which process third-party business- to-consumer or consumer-to-consumer sales, Business-to-business buying and selling, Gathering and using demographic data through Web contacts and social media, Business-to-business electronic data interchange, Marketing to prospective and established customers by E-Mail or fax (for example, with newsletters), Engaging in pretail for launching new products and services.

10. Categories of Digital Business Categories of Digital Business

11. Rapid Growth and Dot-Com Bubble (Late 1990s): The late 1990s saw an explosive growth in e-commerce, with numerous startups entering the market, often with ambitious but unsustainable business models. This period, known as the dot-com bubble, resulted in the rapid rise and fall of many internet companies, leading to a stock market crash in 2000-2002. While many dot-com companies failed, the surviving e-commerce giants learned valuable lessons and continued to thrive.

12. Maturation and Diversification (2000s): After the dot-com bubble burst, e-commerce companies focused on building more sustainable and profitable models. Many traditional brick-and-mortar retailers also established online stores to reach a broader customer base. Payment systems improved, and security measures were strengthened to instill consumer confidence in online transactions.

13. Mobile Commerce (2010s): The proliferation of smartphones and mobile internet in the 2010s brought about the era of mobile commerce, or m-commerce. Consumers could now shop online using their mobile devices, leading to further growth in e-commerce. Additionally, social media platforms started integrating e-commerce features, allowing businesses to reach customers directly through these channels.

14. What is a Marketplace ? M arketplace or situation analysis is a key part of creating a digital marketing strategy.  We've included it as the starting point in our  RACE digital strategy planning framework   - it includes these key areas for defining the future opportunity or potential for digital marketing for which I've added examples at the end of this post.

15. RACE OSA RACE is a practical tool to help marketers and business owners plan, manage and optimize their digital marketing using a more strategic, structured, and data-driven approach. 1. The RACE Planning Framework:   defines the essential activities and measures businesses need to master to survive and thrive in today’s marketing world. 2. The RACE OSA improvement process:   defines the three steps needed to build and implement your growth plan - either for your overall marketing plan or for an individual channel, such as organic search, social media or email marketing.

16. Why use RACE ? RACE is practical and action-oriented RACE is customer-centred :   RACE integrates all modern marketing activities RACE is multi-channel : RACE is commercial, based on a data-driven performance improvement process

17. Reach & Act 1. REACH. Reach involves increasing website visits and building awareness of a brand, its products, and services on other websites and in offline media in order to build traffic by driving visits to different web presences like your main site, microsites or social media pages. It involves maximizing reach over time to create multiple interactions using different paid, owned and earned media touchpoints. 2 ACT. Act is short for Interact. It's a separate stage since encouraging interactions on websites and in social media to generate leads is a big challenge for online marketers. It's about persuading site visitors or prospects take the next step, the next Action on their journey when they initially reach your site or social network presence. For many types of businesses, especially, Business-to-Business, this means generating leads, but it may mean finding out more about a company or its products, searching to find a product or reading a blog post. You should define these actions as top-level goals of the funnel in analytics. Google Analytics Goals can include "Viewed product", "Added to Basket", "Registered as a member" or "Signed up for an newsletter. Act is also about encouraging participation. This can be sharing of content via social media or customer reviews. The specific goals and dashboards need to be defined for each business.

18. Convert & engage 3. CONVERT. This is conversion to sale - either online or offline. It involves getting your audience to take that vital next step which turns them into paying customers whether the payment is taken through online Ecommerce transactions or offline channels. 4. ENGAGE. This is long-term engagement that is, developing a long-term relationship with first-time buyers to build customer loyalty as repeat purchases using customer communications on your site, social presence, email and direct interactions to boost customer lifetime value. It can be measured by repeat actions such as repeat sale and sharing content through social media. We also need to measure the percentage of active customers (or email subscribers) and customer satisfaction and recommendation using other systems.

19. Opportunity Strategy & Actions Opportunity Audit performance Review marketplace Key issues summary Set objectives Strategy: Review marketing and digital strategy options Assess budget / business case Prioritize and select strategic initiatives Action: Plan Periodic activities Implement plans Review results

20. Market Place Environment

21. Marketplace Main areas Marketplace analysis should always start with your online audience and involves review of these 4 main areas, asking these questions and analyzing the dynamics of the interactions between: 1.  Potential online audience  - "What are their profile, characteristics, behaviors, needs and wants of audiences from digital media platforms? 2.  Customers  - A similar analysis to potential audience, but also gaining feedback on their views of your current online presence.  Defining personas  is an essential technique here. 3.  Competitors  -  Benchmarking the capabilities of direct competitors  for your services and indirect competitors for traffic or review of other sites for "out-of-sector" best practice. 4.  Online intermediaries, influencers and partners  - Establishing the strengths and weaknesses of intermediaries who can included current or potential partners to reach and influence your audience. These include different types of publishers from general online news to more specific blogs and affiliates. Intermediaries also include social networks and communities

22. What is online marketplace analysis? In modern marketing, it's essential that situation analysis aims to summaries an organizations online marketplace and its own performance to help devise or refine a digital marketing strategy.

23. An Online marketplace map