Slide - Chapter 01

E-commerce 2019
business. technology. society.

Fifteenth Edition
Chapter 1
The Revolution Is Just
Beginning
Copyright © 2020, 2019, 2018 Pearson Education, Inc. All Rights Reserved
E-Commerce Microsoft Teams
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Introduction to E-commerce
• E-commerce involves the use of the Internet, the World

Wide Web (Web), and mobile apps and browsers running
on mobile devices to transact business. More formally,
digitally enabled commercial transactions between
and among organizations and individuals.
• Use of Internet to transact business.
– Includes Web, mobile browsers and apps
• More formally:
– Digitally enabled commercial transactions between
and among organizations and individuals
Careers in E-commerce
• Position: E-commerce Specialist

• https://ecommerceguide.com/guides/ecommerce-job-
roles/
• https://www.vietnamworks.com/ecommerce-kv
• Qualification/Skills
• Preparing for the Interview
• Possible Interview Questions
E-commerce Job Roles
• Ecommerce web developers
• Ecommerce business analysts
• Ecommerce Project Manager
• Ecommerce customer service representative
• Ecommerce order clerks
• Ecommerce SEO content writer
• Ecommerce virtual assistant
• PPC Expert/ PPC Manager
• Ecommerce product manager
• Marketing specialist/ Marketing manager

Learning Objectives
1.1 Understand why it is important to study e-commerce.
1.2 Define e-commerce, understand how e-commerce differs from e-
business, identify the primary technological building blocks underlying
e-commerce, and recognize major current themes in e-commerce.
1.3 Identify and describe the unique features of e-commerce
technology and discuss their business significance.
1.4 Describe the major types of e-commerce.
1.5 Understand the evolution of e-commerce from its early years to
today.
1.6 Describe the major themes underlying the study of e-commerce.
1.7 Identify the major academic disciplines contributing to e-commerce.
Uber: The New Face of E-commerce?
• Class Discussion
– Have you used Uber or any other on-demand service
companies?
– What is the appeal of these companies for users and
providers?
– Are there any negative consequences to the
increased use of on-demand services like Uber and
Airbnb?
The First Thirty Seconds
• First two decades of e-commerce

– Just the beginning
– Rapid growth and change
• Technologies evolve at exponential rates
– Disruptive business change
– New opportunities
• Why study e-commerce
– Understand opportunities and risks
– Analyze e-commerce ideas, models, issues
The Difference between E-commerce and
E-business
• E-commerce involves the use of the Internet, the World
Wide Web (Web), and mobile apps and browsers running
on mobile devices to transact business. More formally,
digitally enabled commercial transactions between
and among organizations
and individuals
• E-business:
– Digital enabling of transactions and processes within
a firm, involving information systems under firm’s
control
– Does not include commercial transactions involving
an exchange of value across organizational
boundaries
Technological Building Blocks Underlying
E-commerce
• Internet
• World Wide Web
– HTML
– Deep Web v s. “surface” Web
ersu
• Mobile platform
– Mobile apps
Insight on Technology: Will Apps Make the
Web Irrelevant?
– What are the advantages and disadvantages of apps,
compared with websites, for mobile users?
– What are the benefits of apps for content owners and
creators?
– Will apps eventually make the Web irrelevant? Why or
why not?
Major Trends in E-commerce
• Business trends include:

– All forms of e-commerce show very strong growth
• Technology trends include:
– Mobile platform has made mobile e-commerce reality
• Societal trends include:
– Increased online social interaction and sharing
Unique Features of E-commerce
Technology (1 of 2)
1. Ubiquity
2. Global reach
3. Universal standards
4. Information richness
Unique Features of E-commerce
Technology (2 of 2)
5. Interactivity
6. Information density
7. Personalization/customization
8. Social technology
Types of E-commerce
• Business-to-Consumer (B2C)
• Business-to-Business (B2B)
• Consumer-to-Consumer (C2C)
• Mobile e-commerce (M-commerce)
• Social e-commerce
• Local e-commerce
Figure 1.5 The Growth of B2C E-commerce in
the United States
Figure 1.7 The Growth of B2B E-commerce in
the United States
Figure 1.8 The Growth of M-commerce in the
United States
E-commerce: A Brief History (1 of 4)
• Precursors
– Baxter Healthcare modem-based system
– Order entry systems
– Electronic Data Interchange (EDI) standards
– French Minitel
• 1995–2000: Invention
– Sale of simple retail goods
– Limited bandwidth and media
– Euphoric visions of
▪ Friction-free commerce
▪ First-mover advantages
– Dot-com crash of 2000
• 2001–2006: Consolidation
– Emphasis on business-driven approach
– Traditional large firms expand presence
– Start-up financing shrinks
– More complex products and services sold
– Growth of search engine advertising
– Business web presences expand
• 2007–Present: Reinvention
– Rapid growth of:
▪ Web 2.0, including online social networks
▪ Mobile platform
▪ Local commerce
▪ On-demand service economy
– Entertainment content develops as source of
revenues
– Transformation of marketing
Figure 1.10 Periods in the Development of
E-commerce
Insight on Business: Y Combinator’s
Startup Boot Camp
– Why do you think investors today are still interested in
investing in startups?
– What are the benefits of investing in a company that
is a graduate of a Y Combinator boot camp?
– Is an incubator the best solution for startups to find
funding? Why or why not?
Assessing E-commerce (1 of 2)
• Stunning technological success

• Early years a mixed business success
– Few early dot-coms have survived
– Online sales growing rapidly
• Many early visions not fulfilled
– Price dispersion
– Information asymmetry
– New intermediaries
Assessing E-commerce (2 of 2)
• Other surprises
– Fast-follower advantages
– Start-up costs
– Impact of mobile platform
– Emergence of on-demand e-commerce
Understanding E-commerce: Organizing
Themes
• Technology:
– Development and mastery of digital computing and
communications technology
• Business:
– New technologies present businesses with new ways
of organizing production and transacting business
• Society:
– Intellectual property, individual privacy, public welfare
policy
Figure 1.11 The Internet and the Evolution
of Corporate Computing
Insight on Society: Facebook and the Age
of Privacy
• Class discussion:
– Why are social networks interested in collecting user
information?
– What types of privacy invasion are described in the
case? Which is the most privacy-invading, and why?
– How is e-commerce different from traditional markets
with respect to privacy? Don’t merchants always want
to know their customer?
– How do you protect your privacy online?
Academic Disciplines Concerned with
Technology
• Technical
– Computer science, management science, information
systems
• Behavioral
– Information systems research, economics, marketing,
management, finance/accounting, sociology
Careers in E-commerce
• Position: Category specialist in E-commerce Retail

Program
• Qualification/Skills
• Preparing for the Interview
• Possible Interview Questions
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E-commerce 2019

business. technology. society.

• E-commerce involves the use of the Internet, the World

• Position: E-commerce Specialist

• Ecommerce business analysts

• Ecommerce Project Manager

• Ecommerce customer service representative

• Ecommerce order clerks

• Ecommerce SEO content writer

• Ecommerce virtual assistant

• PPC Expert/ PPC Manager

• Ecommerce product manager

• Marketing specialist/ Marketing manager

• First two decades of e-commerce

• Business trends include:

• Stunning technological success

• Position: Category specialist in E-commerce Retail

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