Unit- V

Infrastructure for e-Commerce

Internet

The network of networks is the concept of a comprehensive network linking existing

networks of universities and research institutions enabling cooperation that will utilize the
respective strengths of the members more effectively. The network of network aims to
provide a frame work for the development of a new, integrated base of scientific knowledge
leading to solutions for complex global challenges.

The network of network supports creation and maintenance of web sites by offering
a free search tool that will help us to discover academic papers, programs and network
among institutions in the field of sustainability science. The network of networks is shown as
below :

Fig. shows network of networks offers sustainability

The network of networks website does not just search for individual features of
information. When we search for certain keywords, the web search show the search results
in a structure graphic with notes and lines. The system will also allow us to sort all these by
various criteria.

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Applications :

1. Find academic papers and programs

We can identify academic papers and programs in the sustainability field offered
from institutions all over the world. They usually display search results allows key
relationships and similarities among papers, programs and others to be discovered.
2. Discover the new networks and collaborations
We can find scholars and networks in a particular field and see how they are related
across dfferent institutions.
3. Build online programs of universities and research institutions
As a member institution, we can contribute to the networks of networks by adding
our institution profile and program information.

Internet protocols

Some of the significant protocols used in networks are :

1. TCP
2. IP
3. UDP
4. FTP
5. TFTP
6. HTTP etc.,

TCP (Transmission Control Protocol)

It is a connection oriented protocol and offers end to end packet delivery. It acts as a back
bone for connection establishment and release. Its features are :

1. TCP corresponds to transport layer to OSI model layers

2. TCP is a reliable and connection oriented protocol
3. TCP offers stream oriented data transfer which is reliable and efficient flow control,
multiplexing and full duplex operation.
4. TCP offers end to end packet delivery on a connection oriented stream
5. TCP ensures reliability by sequencing bytes with a forwarding acknowledgement
number
6. TCP transmits the bytes not acknowledged with a specified time period.

TCP Services:

TCP offers the following services to the process at the application layer:

1. Stream delivery service

TCP protocol is stream oriented. It allows the sending process to send data and the
receiving process to obtain the data as a stream of bytes

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 2. Sending and receiving buffers
It may not be possible for sending and receiving process to produce and obtain data
at the same speed. Therefore, TCP needs to buffer for storage for sending and
receiving data
3. Bytes and Segments
The TCP groups bytes into a packet. This packet is called as a segment.
4. Full duplex service
Transmitting the data in full duplex means flow of data in both directions at the
same time.
5. Connection oriented service
TCP offers connection oriented service for data exchange. It means it requires to
establish a connection between two parties before exchanging the data.
6. Reliable service
For the sake of reliability, TCP uses acknowledgement mechanism.

Interneting Protocol (IP)

The internet protocol is connectionless and unreliable service protocol. It ensures no

guarantee or successful transmission of data in order. To make it reliable, it must be paired
with reliable protocol such as TCP at the transmission layer,

The IP packet which is used in communications with the other system has the following
columns :

TYPE OF
VER HLEN TOTAL LENGTH
SERVICE
FRAGMENTATION
IDENTIFICATION FLAGS
OFFSET
TIME TO
PROTOCAL HEADER CHECK SUM
LIVE
SOURCE IP ADDRESS
DESTINATION IP ADDRESS

OPTIONS + PADDING
Fig. Shows the structure of an IP Packet

Here the length of a datagram is variable. The datagram is divided into two parts :

1. Header
2. Data

The length of the header is 20 to 60 bytes. The header contains information for routing and
delivery of the packets.

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UDP (User Datagram Protocal)

Like IP, UDP is connection less and unreliable protocol. It does not require making a
connection with the host to exchange data. Since UDP is a unreliable protocol, there is no
mechanism for ensuring that data sent is received.

UDP transmits the data in the form of datagram. The UDP datagram consists of five parts as
shown below:

Source Port Destination Port

Length UDP Check Sum
Data

UDP is used by the application that typically transmits small amount of data at one time.

UDP provides protocol port used, that is, UDP messages contains both source and
destination port number that makes it possible for UDP software at the destination to
deliver the message to correct application program.

FILE TRANSFER PROTOCAL (FTP)

FTP is used to copy files from one port to the other. FTP offers the mechanism for the some
of the following manner:

1. FTP creates two processes such as Control Process and Data Transfer Process of both
ends, that is, at the client and at the server
2. FTP establishes two different connections. One is for data transfer and the other is
control information.
3. Control connection is made between control processes while the data connection is
made.
4. FTP uses port No.21 for the control connection and port No. 20 is used for data
Connection.

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TRIVIAL FILE TRANSFER PROTOCAL (TFTP)

The TFTP is also used to transfer the files. But it transfers the files without authentication.
Unlike FTP, TFTP does not separate control and data information. Since there is no
authentication exists, TFTP looks in security features. Therefore, It is not
recommended to use TFTP.

1. TFTP makes use of UDP for data transport. Each TFTP message is carried in separate
UDP datagram.
2. The First two bytes of a TFTP message specify the type of message.
3. The TFTP session is initiated when a TFTP client sents a request to upload or
download a file
4. The request is sent from an ephemeral UDP port No. 69 of an TFTP server.

Difference between FTP & TFTP

Parameter FTP TFTP

1. Operation Transferring files Transferring files
2. Authentication Yes No
3. Protocal TCP UDP
4. Ports 21 for Control 3214,69,4012 ports
20 for data
5. Control and Data Separated Separated
6. Data Transfer Reliable Un-reliable

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TERMINAL NETWORK (TELNET)

TELNET means Terminal Network. It is a protocol used to login into a remote computer on
the internet. There are a no. of TELNET lines having user friendly user interface.

The following diagram shows a person login into a remote computer from the local
computer.

Hypertext Transfer Protocol (HTTP)

HTTP is a communication Protocol. It defines mechanism for communication between a

browser and a web server. It is also called request and response protocol. Because the
communication between browser and server, takes place in request and response pairs,
shown diagrammatically as:

HTTP request comprises of Request line, Header fields and message body. HTTP response
comprises of Status line, Headers and message body.

The above picture illustrates the operation of web based client/Server. The main difference
between client/server and web based are:

1. Architecture
A Client/Server program includes two components : A Client Machine and a server
machine.

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 A Web application has 3 components : Web Browser, the server and the database
server.
2. The no. of simultaneous users
A client/server program can support simultaneous work of limited no. of users.
Where as A program with a web architecture supports limited no. of concurrent
users.
3. The client/server software is menu driven while a web program is URL Driven.
4. Use of cookies
Cookies are needed for a web application. They are not used by client/server one.
5. The defects quantity
Performance testing, security testing, compatibility testing show that a web
client/server program usually has fewer issues than a web program.

Internet Security

If we have an e-Commerce site, we are in cross hairs of hackers. We handle customer credit
card and personal information that they want steal and exploit.

They usually do it by either intercepting the message between our customers browsers and
our website or hacking into our web infected web pages with malware in some cases, they
break into databases to get customer data.

We need to place high priority on secured the site and protecting our customers. If we want
to protect our customers, here are 6 essential steps that are too often neglected.

1. Use enhance verification SSL (Secured Socket Layer)

Consumers are increasingly looking for assurances that merchant is trust worthy. The
SSL sends exactly the message. Every site that exchanges financial or personal
information requires using the SSL enabled by SSL certificates. They provide a
secure encrypted connection between our visitors and our site.
2. Use PCI and vulnerability scanning services
Here we need proactively identify and address security issue before they damage
our business. Most site operators assume that SSL is most all they need to secure
their website. But SSL provides a critical level of protection, securing the
communication between our server and the site visitor browser.
PCI and vulnerability scanning services will soon our web site regular basis to identify
issues that would causes us to be non complaint with payment card industry security
requirements.
3. Use penetration testing
If we operate our web site from our own network outside is only as secure as our
network. But this is not the case for all the times.

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 Network Penetration testing is a pre testing that can be conducted to find the bad
guys actions. These types of tests will prove how our web site is so secured from the
activities performed by the bad guy.
4. Use multi factor Authentication
Financial Institutions like our bank don’t rely solely on user id and password. But the
security is extended by including a no. of other factors too. For example, if we
change the computer, we normally login from, they add on extra level of
authentication to make sure its really the owner.
5. Use trust seals
Trust seals will increase our conversion rates and customers trust seals are images
issued by a third party that our site has met a set of standards and criteria that make
us trust worthy.
6. Use a managed DNS (Domain Naming System
Use a managed DNS service can improve our network and website performance and
provide additional security.
When we communicate on the internet, domain names are easily understood by
humans must be translated into IP address to identify each computer on the
internet. This translation is done by a DNS server if we create our DNS we cannot
setup a website on a shared server and the security is only as good as our network.

Selling on the web

Web selling is just a version of catalog selling. The same rules apply and it has some
problems. It has been estimated that 11% of the online transactions involve fraud.

Following are some of the hazards of web selling:

1. Competition
When we offer the same products as our competitors, when we have hundreds of
competitors, all only seconds away, the guy who sets his price too low gets the
order.
2. Advertising Expenses
Advertising costs have proven to be way higher than expected, much higher than for
traditional business. In addition, we have to plan the search engines, because our
competitors do.
3. Warehouse and Distribution
This is necessary to make all items available in one place and to distribute to the
customers From that place. This makes transactions made easy.
4. CC Fraud
Some e-commerce sites have found that they were as many fraudulent transactions
as good ones and its put some firms out of business. The risk is all ours. If we get hit
by credit card fraud in a face to face transaction, the bank takes the loss. But if we
get hit with credit card fraud in an e-commerce transaction, we take the loss.

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 5. The Level of Fraud
It is forcing e-commerce sites to sign up with clearing engines that apply complex
rules and tests to detect bad charges.
6. Price Charging
This fraud has become quite popular, because it is easy to do and many shopping
cart programs are vulnerable. On the check-out page, the purchaser clicks the view
page source button, modifies the pricing and published the changed page back.
7. Breaking and Entering
It is not our merchandise they are after, but our customer information, including
credit card information. So they can defraud sites out of their merchandise. Some
times, though, it is just to vandalize.
8. Turn Arounds
Customers often ask the credit card company to reverse the charge because they are
unhappy with the product. Not only do we take the loss, but we will be hit with high
fees and may need to submit a deposit. If we are in business that is traditionally high
risk for turnarounds, we will be hit with these fees whether we have a lot or not.
9. Returns
Like a catalog hose, we are selling based on descriptions and pictures. We have to be
prepared to handle a fairly high percentage of returns.
10. Shipping Costs
In and out, the biggest cause of abandoned shopping carts is the customers sudden
realization how much the shipping and handling charge is going to be.

Successful selling:

To succeed in retail e-commerce, we need an angle, preferably an angle that is not an easy
for others to duplicate. Some examples where e-commerce can be successful are :

1. Businesses that control the supply of product, eliminating competitors or increasing

their cost.
2. Businesses that deal in products so obscure no body else wants to be bothered. For
this kind of business, the web page can open a world wide market.
3. Businesses that have specialized knowledge difficult to acquire but necessary to sell
the product or for use or enjoyment of the product.
4. Established businesses who operate associated e-commerce sites as a convenience
to customers who already know and trust them.

Implementing an e-Commerce web site:

E-Commerce sites are designed and implemented the same way as any other website. In
designing a web site, the top consideration is Security. The next biggest consideration is that
our hosting service unless we host our own site or co-locate supports the full range of

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e-commerce features we require. The other factors are cost of the software and scale of
implementation.

Equipment required for establishing e-Commerce site

Choosing a product :

1. Finding a product to sell

The first step to building an e-Commerce business is to know what products we
want to sell. This is the starting point or any new online business.
2. Evaluating our idea
Once we have a product idea, evaluate the product itself as well as the market
forever product choice.
3. Obtaining our product
Having found our product idea and evaluating them, we must know figure out
where and how we are going to obtain our products

Research and Prepare :

1. Research our Competition

It is the time to research our competition for a product thoroughly as we know
exactly
2. Writing our business plan
A business plan will be our own map that helps bring our ideas and thoughts to
the web a business is vital. So that we can determine how to move forward.
3. Registering our business
With a business plan in mind, now it is the time to consider our options for
registering our business

Setting up business :

1. Naming our business

A site from finding an actual product to sell online, choose an appropriate and
available domain name.
2. Creating a logo
After selecting a name, it is better to craft a logo.
3. Understanding SEO
It means Search Engine Optimization, means we can optimize our site for google
and other search engines.
4. Building our store
After SEO, It is the time to build our store. Take the photographs of the products
and product descriptions, put them into the site, leads our site more attracting.

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