DE LA SALLE

COLLEGE OF ST. BENILDE - ANTIPOLO

MODULE 1

E-COMMERCE
AND
INTERNET MARKETING

Prepared for: Instructor:

BJMM01/02/03 Ms. Elaine Montes
 MODULE 1:
OVERVIEW OF
E-COMMERCE

Think back to how you

shopped ten years ago.

Where did you go to buy clothes?

How did you get your groceries?
What did you do when it was time
to buy a new mattress?
 TABLE OF
CONTENTS
01 Learning Objectives

02 CASE : Hizon's Catering Philippines

03 Web 1.0 : The history

04 Web 2.0: The E-Market Today

05 Web 3.0 :Trends in E-Commerce

06 The Business Models

07 Test Yourself!
01
LEARNING
OBJECTIVES

Distinguish between e-business and e-marketing.

Explain how advances in Internet and information technology

offer benefits and challenges to consumers, businesses,
marketers, and society.

Identify the main e-business models at the activity, business

process, and enterprise levels.

Identify several trends that may shape the future of e-

marketing.
 02
CASE :
HIZON'S CATERING PHILIPPINES

Hizon’s Catering utilized almost all aspects of digital marketing

to reach out to its customers.
The result? Sales jumped by more than 50% in a span of 1
year. To start with the campaign, Optimind simplified its
Brand: Hizon
website and integrate it with the right analytics software to
monitor how the new website layout and flow perform.

| Sector: Travel,
Search Engine Optimization
Hospitality Upon launching the newly redesigned site,Hizon’s catering is
now ready for getting targeted visitors through search engine
optimization (SEO).
| Country: Philippines
The team researched the targeting keywords and proceeded
with SEO. In as little as 2 months, some keywords were
| Objective: brand already appearing on the first page of search results. Today,
awareness, consideration Hizon’s Catering dominates the search results with their target
keywords in the Philipines.
and purchase

Facebook Application Campaign

| Format: Video, Social,
Optimind developed a Facebook application that helps soon-to-
Search, Mobile
https://www.youtube.com/watch?v=qmsHlPR7Kfw&t=3s
wed couples plan their wedding online. The application was a
hit with an average of 135 registrations every day from the time
of launching.
 CASE :
HIZON'S CATERING
PHILIPPINES

Hizon’s Catering, The Results

Anytime and Anywhere – the Mobile Application

Upon realizing the success of the Facebook campaign,

Hizon’s Catering developed a mobile app that soon-to- • 300% increase in daily
wed couples in the Philippines may use for planning Facebook inquiries
their big wedding.
• 800% increase in organic
It contains a Venue directory integrated with the mobile visits
device’s map software and GPS for directions and
features from the successful Facebook app.
• 50%+ increase in overall
sales
Hizon’s Catering, a local catering company in the
Philippines, used the power of digital marketing via the
web, social, search, and mobile to improve its sales,
and they engaged their target customer with their
company at different phases in their wedding planning
process.

Key? Be a solution provider in the e-marketing world.

03
WEB 1.0 :
THE HISTORY
03
03
E-Commerce is
bigger than the Web
03
04
WEB 2.0
THE E-MARKET
TODAY
04

The second most populated country in Southeast

Asia, the Philippines is a large and rapidly
developing market for e-commerce. With a low
income but a high growth, the Philippines has a
digital population of more than 67 million people
which attracts both local and regional companies
who compete against a dominant player.
04

VARIETY OF PRODUCTS

USER EXPERIENCE

PRICE COMPARISON

PAYMENT OPTIONS
DELIVERY AND SHIPPING

CUSTOMER SERVICE

1. WHICH MARKETPLACE DOMINATES

OVER LOCAL AND REGIONAL B2C
MARKETPLACES?

MORE THAN 60% OF LAZADA’S SALES

COME FROM MOBILE DEVICES IN THE
COUNTRY.

IN 2016, TWO OTHER WELL-KNOWN C2C

MARKETPLACES IN THE REGION –
SHOPEE,

SUPPORTED BY SOUTHEAST ASIA’S

LARGEST GAMING COMPANY GARENA,
AND SINGAPORE-BASED CAROUSELL

MAIN STRATEGY:
CASH ON DELIVERY IN THE
PHILIPPINES INCREASED THE NUMBER
OF SELLERS BY 40% AND THE NUMBER
OF LISTINGS SOLD ON THE APP – BY
60% WITHIN THREE MONTHS.

2. RETAILERS TEST E-COMMERCE WATERS

SHOP-IN-OFFICIAL SHOPS
04
3. C2C ECOMMERCE THRIVES

SIMILAR TO OTHER SOUTHEAST ASIAN COUNTRIES,

A CONSUMER-TO-CONSUMER (C2C) MARKET MAKES
UP A SIGNIFICANT PART OF ONLINE SHOPPING IN
THE PHILIPPINES.

4. DIGITAL PAYMENTS PICK UP

AROUND 70% OF THE PHILIPPINES’ POPULATION ARE UNBANKED

AND LESS THAN 3% OF FILIPINOS USE A CREDIT CARD TO MAKE
PAYMENTS. THUS, OPENING AN ONLINE STORE WITHOUT A CASH-
ON-DELIVERY PAYMENT IS NOT REALLY AN OPTION IN
PHILIPPINES.
IN THE RECENT YEARS, SEVERAL NEW MOBILE WALLET APPS
HAVE BEEN INTRODUCED FIRST BY LOCAL TELECOMMUNICATION
COMPANIES.
FOR EXAMPLE, PAYMAYA MOBILE WALLET APP AND GCASH APP
OFFER A VIRTUAL CARD FOR SHOPPING ONLINE THAT CAN BE
TOPPED UP AT VARIOUS OFFLINE POINTS THROUGHOUT THE
COUNTRY.
LOCAL BANKS ARE ALSO LAUNCHING
MOBILE BANKING APPS.

5. INNOVATIVE CROSS-BORDER SOLUTIONS

AND COMPETITION AMONG LOGISTICS
SERVICE PROVIDERS
WHILE ECOMMERCE IS NOT YET IN FULL SWING IN
THE PHILIPPINES THE LOGISTICS LANDSCAPE IS
DOMINATED BY LOCAL PLAYERS LIKE 2GO AND LBC
WHILE IN OTHER ASIAN COUNTRIES INTERNATIONAL
PLAYERS LIKE KERRY LOGISTICS AND DHL LEAD.
05
WEB 3.0 :
TRENDS IN E-COMMERCE

Augmented Reality
05
WEB 3.0 :
TRENDS IN E-
COMMERCE

AUGMENTED REALITY (AR) AUGMENTS, OR ADDS TO/EXPANDS ON,

OUR PHYSICAL WORLD BY COMBINING IT WITH A LAYER OF DIGITAL INFORMATION.

augments the real world that already

exists and is more portable than
virtual reality.

e.g.

Pokemon Go;
virtual try-on solutions of eyewear
stores;
preview placement of Furniture store;
Instagram and IG filters for Stories
05

VOICE SEARCH USES AI VOICE RECOGNITION THAT MERGES THE

FIELDS OF COMPUTING AND LINGUISTICS TO ALLOW PEOPLE TO
SEARCH FOR THINGS WITHOUT TYPING.

1. voice searches account for a third of all

searches.
2. relatively new route for e-commerce
3. spoken searches drives higher sales as
it avoids typographical error
05
05

turnover is vanity.
profit is sanity.
cash is king.

types of customers
 06
E-COMMERCE
BUSINESS MODELS
1. Business-to-Consumer (B2C).

B2C ecommerce encompasses transactions made

between a business and a consumer. B2C is one of the
most popular sales models in the ecommerce context.
For example, when you buy shoes from an online retailer,
it’s a business-to-consumer ecommerce transaction;
Wish app; booking a Grab ride; buying an airline ticket

2. Business-to-Business (B2B).

Unlike B2C, B2B ecommerce encompasses sales made

between businesses, such as a manufacturer and a
wholesaler or retailer. B2B is not consumer-facing and
happens only between businesses.
Lazada, 199jobs, OneStore

3. Consumer-to-Consumer (C2C).

One of the earliest forms of ecommerce, consumer-to-

customer ecommerce relates to the sale of products or
services between customers. This includes C2C selling
relationships, such as those seen on Shopee, eBay or
Amazon; extended to Facebook, Instagram, Pinterest.

4. Consumer-to-Business (C2B).

C2B reverses the traditional retail model, meaning

individual consumers make their products or services
available for business buyers. One example of a C2B
ecommerce business is iStock, an online store where
stock photos are available for purchase directly from
different photographers.; UpWork and other blog
monetization
06
OTHER
E-COMMERCE
BUSINESS MODELS

5.Direct-to-Consumer (D2C).

A newer eCommerce model, D2C refers to a

business that sells products directly to the end
customer instead of going through a retailer,
distributor, or wholesaler.
One example of D2C eCommerce is a
subscription-based brand such as Netflix.

6. Business-to-Administration (B2A).

B2A covers the transactions made between online

businesses and administrations.
An example would be the products and services
related to legal documents, social security,
ordering at PSA birth certificate, books for passport
renewal, applying for NBI clearance, etc.

7. Consumer-to-Administration (C2A).

C2A is similar to B2A, but instead, consumers sell

products or services to an administration. C2A can
include online consulting for health, education,
online tax preparation, etc.
07
REFLECT

Think about how you

will shop ten years from now.

Where will you go to buy clothes?

How will you get your groceries?
What will you do when it is about time
to buy a new mattress?
 07 TEST YOURSELF!

Although modern e-commerce is increasingly flexible today, it still has its

setbacks. Below are three downsides to eCommerce retail.
if you were a marketing manager,how would you convert the following
disadvantages into boosting sales?

1.Limited interactions with customers due to Pandemic.

Without being face-to-face, it can be harder to understand the
wants, needs, and concerns of your e-commerce customers.
There are still ways to gather this data (surveys, customer support
interactions, etc.), but it may take more work than talking with
shoppers daily.

2. Technology breakdowns due to poor internet connection.

If your e-commerce website is slow, broken, or unavailable to
customers, this may impact your ability to make sales. Site crashes
and technology failures can damage customer relationships and
negatively impact your bottom line.

3. The products are not environment-friendly for Market B and

Upper C consumers. For customers who want to get products that
are sustainable but they cannot afford the special price for the said
items.
Questions?
Concerns?
REFERENCES

Schneider, G. P. (2017). Electronic commerce

(12th ed.). Boston, MA: Cengage Learning.
Type: Textbook: ISBN: 978-1305867819

International Monetary Fund, 2018, “The Digital

Revolution in Asia: Disruptor or New Growth
Engine (or Both),” Chapter 5 in Regional
Economic Outlook: Asia and Pacific, World
Economic and Financial Surveys (Washington).

E-Commerce Asia : Landscape, 2021. Available via the

Intenet:
https://ecommerceiq.asia/philippines-ecommerce-landscape-
ecommerceiq/