BUS 2202 – E-Commerce

University of the People

Ways E-commerce Provide Services for the Customers

 Introduction

The advent of the internet has brought about a seismic shift in the way businesses operate,

giving rise to the phenomenon of e-commerce. E-commerce has revolutionized the way

businesses operate, offering a plethora of services that enhance customer experience and

satisfaction. These services range from providing evidence of service, making the intangible

tangible, to cyber sampling, each of which plays a crucial role in shaping the customer's journey

and experience. These services not only add value to the customer's shopping experience but also

contribute to the overall success of the e-commerce business. In this essay, these three services

will be explored, along with their significance, how they work, and the benefits they offer. Each

of these services will be exemplified by a different e-commerce company, providing a real-world

perspective on how these services are implemented and the impact they have on both the

business and the customer.

Through this exploration, the aim is to shed light on the innovative strategies employed by

e-commerce companies to enhance their service offerings, improve customer satisfaction, and

ultimately, drive their business success.

Providing Evidence of Service

Providing evidence of service refers to the ability of e-commerce companies to

demonstrate to customers that they have received the service they paid for. This can be done

through various means such as order confirmation emails, tracking information, and customer

reviews.
 For instance, Etsy, an e-commerce website focused on handmade or vintage items and

craft supplies, provides a robust system for tracking orders and customer reviews. This allows

customers to see the progress of their orders and read reviews from other customers, providing

evidence of the service Etsy offers (McClure, 2023). Etsy's commitment to excellent customer

service is evident in their shop management guidelines, which emphasize the importance of

creating strong relationships with customers for the success of the shop (Etsy Help Center, n.d.).

In a specific case discussed on the Etsy community forum, a seller explains how they request

photos from customers as evidence when a product is reported as broken (Etsy Community, n.d.).

This approach not only provides evidence of service but also builds trust and loyalty among

customers.

The benefits of providing evidence of service in e-commerce are manifold. It not only

enhances customer trust and satisfaction but also helps in managing customer service requests in

an online-only environment (Adobe Communications Team, 2022). This approach can

significantly improve the overall customer experience and contribute to the success of the e-

commerce business.

Making the Intangible Tangible

In the realm of e-commerce, making the intangible tangible refers to the ability to create a

tangible experience for customers in an online environment. This involves creating a user-

friendly interface, providing detailed product descriptions, and offering high-quality images or

virtual tours of products.

Apple Inc. is a prime example of a company that excels in this. Despite selling digital

products like software and music, Apple has managed to create a tangible experience for its
customers through its user-friendly interfaces and the physicality of its devices (Dorger, 2020).

Apple's success in making the intangible tangible is reflected in its high intangible value, which

includes its portfolio of brands and business operations (Dorger, 2020). This strategy has

contributed to Apple's position as one of the most valuable brands in the world (Aten, 2019).

Making the intangible tangible in e-commerce has several benefits. It enables a company

to charge a premium price for its products, which generates more cash flow overall for the

company and, in turn, creates a premium for the company stock price (Gregory, 2019). This

strategy can significantly enhance the value and attractiveness of the e-commerce business.

Cyber Sampling

Cyber sampling is a strategy used by e-commerce companies to allow customers to try a

product or service before purchasing it. This can be done through free trials, sample products, or

virtual experiences.

Peekage, a platform for digital product sampling, offers a direct sampling service on their

website. Customers can try out products virtually, providing a unique shopping experience that

can lead to increased sales and customer satisfaction (Peekage, 2020). Peekage's approach to

cyber sampling involves offering consumers free samples to test, allowing them to engage with

the product and get a personal feel of the brand (Peekage, n.d.). This strategy not only enhances

the customer's shopping experience but also provides valuable market intelligence for the

business.

Cyber sampling has numerous benefits in e-commerce. It increases brand awareness, brand

loyalty, reviews, feedback, and other revenue-boosting user-generated content (Staples-Otis,

2022). Moreover, customers are more inclined to purchase the products they have consumed
before and undoubtedly trust their quality; by doing so, they minimize the risk associated with

trusting an unfamiliar brand.

Conclusion

In conclusion, e-commerce companies are continually innovating to provide better services

for their customers. By providing evidence of service, making the intangible tangible, and

offering cyber sampling, companies like Etsy, Apple, and Peekage are enhancing the online

shopping experience. As e-commerce continues to grow and evolve, it is likely that new and

innovative services will continue to emerge.

References

Adobe Communications Team. (2022). Ecommerce customer service — 9 best practices.

Retrieved from https://business.adobe.com/blog/basics/ecommerce-customer-service

Aten, J. (2019, July 15). Apple Is Now the Most Valuable Brand Ever, Thanks to This 1 Thing.

Inc. Retrieved from https://www.inc.com/jason-aten/apple-is-now-most-valuable-brand-ever-

thanks-to-this-1-thing-the-good-news-is-you-can-totally-do-it-too.html

Dorger, S. (2020, November 12). The Companies With the Highest Intangible Value. TheStreet.

Retrieved from https://www.thestreet.com/personal-finance/companies-with-highest-intangible-

value

Etsy Help Center. (n.d.). How to Offer Great Customer Service on Etsy. Retrieved from

https://help.etsy.com/hc/en-us/articles/360036207794-How-to-Offer-Great-Customer-Service-on-

Etsy
Etsy Community. (n.d.). Broken but no evidence/photos - Welcome to the Etsy Community.

Retrieved from https://community.etsy.com/t5/Providing-Great-Customer-Service/Broken-but-

no-evidence-photos/td-p/135995144

Gregory, J. (2019, September). Making Intangibles Tangible: The Benefits of Measuring

Intangible Assets. The Conference Board. Retrieved from

https://www.conference-board.org/blog/global-economy/Measuring-Intangible-Assets-Benefits

McClure, O. (2023, June 29). 59 E-Commerce Companies Advancing Online Retail. Built In.

Retrieved from https://builtin.com/e-commerce/e-commerce-companies

Peekage. (2020, November 4). eCommerce & Digital Product Sampling - A perfect marriage.

Retrieved from https://peekage.com/blog/ecommerce-sampling

Peekage. (n.d.). How It Works | Peekage: Product Sampling Platform. Retrieved from

https://peekage.com/how-it-works

Staples-Otis, L. (2022, July 20). Product sampling marketing: When, why, and how to do it. The

Bazaar Voice. Retrieved from https://www.bazaarvoice.com/blog/product-sampling-marketing/