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E-Commerce Growth Strategies Guide

This document provides an overview of an e-commerce course, including its objectives, expectations, textbook, and various topics to be covered. The course will examine different e-commerce business models and strategies, the impact of digital transformation on business processes, and innovations like blockchain and IoT. Students will build an online presence, learn to optimize pricing, and measure growth. Key topics include the history and evolution of e-commerce, differences between e-commerce and e-business, drivers and barriers to e-commerce adoption, and digital marketing strategies like search and affiliate marketing.

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Vaibhav Arora
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113 views22 pages

E-Commerce Growth Strategies Guide

This document provides an overview of an e-commerce course, including its objectives, expectations, textbook, and various topics to be covered. The course will examine different e-commerce business models and strategies, the impact of digital transformation on business processes, and innovations like blockchain and IoT. Students will build an online presence, learn to optimize pricing, and measure growth. Key topics include the history and evolution of e-commerce, differences between e-commerce and e-business, drivers and barriers to e-commerce adoption, and digital marketing strategies like search and affiliate marketing.

Uploaded by

Vaibhav Arora
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Growth Strategies for E-

Commerce
Course Objectives
• Evolutionary phenomenon and different business
model typologies for e-commerce
• Changes in business processes as a result of digital
transition
• Strategies for strengthening the brand with digital
marketing while dealing with competition and internal
governance challenges
• Innovations such as blockchain and Internet of Things
that tend to transform e-commerce industry
• A hands-on experiential approach to build online
presence, optimizing price, and measure the growth
Expectations from students
• Punctuality is important.
• If you are given some reading material/case,
go through it before coming to the class.
• Constructive class participation.
• Meet the deadline for case/project
presentation. Late submissions will not be
accepted.
• Free-riders in any group will be penalized if
identified.
Text Book
• “E-Commerce 2016: Business, Technology,
Society”, Laudon, K.C. and Traver, G.C.,
Pearson (13th edition)
Introduction: The E-Commerce
Phenomenon
Why study E-Commerce?
Traditional Commerce
• Fixed prices
• Well-insulated channels
• Geographical and social boundaries
• Inability to search best price and quality - “information
asymmetry”
Eight Unique Features of
E-commerce Technology
1. Ubiquity
2. Global reach
3. Universal standards
4. Information richness
5. Interactivity
6. Information density
7. Personalization/customization
8. Social technology
E-commerce vs. E-business
• ?
E-commerce vs. E-business
The relationship between intranets,
extranets and the Internet
E-commerce: A Brief History
• 1995–2000: Invention
– Key concepts developed
– Euphoric visions of
• Friction-free commerce
– Lowered search costs, dynamic pricing, disintermediation, price
transparency, elimination of unfair competitive advantage
• First-mover advantages
– Network profits
– Low Price
– Gross revenue was more important
– Dot-com crash of 2000
E-commerce: A Brief History (cont.)
• 2001–2006: Consolidation
– Emphasis on business-driven approach
– Traditional large firms expand presence
– More complex products and services sold
– Growth of search engine advertising
– Business Web presence expand to include e-mail,
display and search advertising, and limited
community feedback features
E-commerce: A Brief History (cont.)
• 2007–Present: Reinvention
– Rapid growth of:
• Online social networks
• Mobile platform
• Local commerce
– Transformation of marketing
• Coordinated marketing on social, mobile, local
platforms
• Analytic technologies
Evolution of web technologies
• Web 1.0
• Web 2.0
• Web 3.0
App vs Web
• What are the advantages and disadvantages
of apps, compared with Web sites, for mobile
users?
• Will apps eventually make the Web irrelevant?
Why or why not?
Drivers and Barriers to the Adoption of
E-Commerce
?
Cost / Efficiency and Competitiveness
Drivers
• Cost/efficiency drivers
– Increasing speed with which supplies can be obtained
– Increasing speed with which goods can be dispatched
– Reduced sales and purchasing costs
– Reduced operating costs

• Competitiveness drivers
– Customer demand
– Improving the range and quality of services offered
– Avoid losing market share to businesses already using e-
commerce
Barriers to development of online
technologies
Search Marketing
Affiliate Marketing

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