E-commerce

Potential for Business Today

What if you were to start a business today?

What is the world population?

What is Pakistan’s population?

Learning Outcomes
By the end of this lesson, you will be able to:
•Define what is e-commerce and its unique features
•Explain how it has transformed business transactions and marketing
 What is Commerce?

• buying and selling of goods and

services; exchange of goods, services, or
something of value between businesses
or entities
What is e- What is E-commerce?
commerce? • digitally enabled commercial
transactions between organizations and
individuals.
• transactions that occur over the internet
i.e. buying and selling of good and
services, online
Past, Present and Future
•Started in 1995 and grew exponentially with internet portals like Netscape.com
• Ads and sales
•Companies that survived the dot-com bubble now thrive
•The new e-commerce: social, mobile, local
•Move from desktop to smartphone
Features of E-commerce Technology

Universal
Ubiquity Reach Richness
Standards

Personalization
Information Social
Interactivity and
Density Technology
customization
Key Concepts
Digital Markets
Digital goods
Information asymmetry
Dynamic pricing
Disintermediation, Reintermediation, Counter-mediation
The Benefits of Disintermediation to
the Consumer
 • UBER/Careem
• Airlift, Bykea, Flo
• Food Panda
• Khaadi and the like going online

Examples
• GrocerApp
• Amazon
• Ebay
• Pakwheels
• Zameen.com
• What else has potential?
E-commerce and Marketing

Traditional mediums: Digital mediums:

Television ads Websites
Radio Search engines
Billboards Social Media
Magazines and Newspapers Email marketing
Door to door Mobile apps, Rich Media
Tele marketing
E-commerce and Marketing – the
power of data
•Return on Investment (ROI)
• Data on customers, transactions, ads, networks, conversations, etc
•Pull vs Push marketing
•Social marketing
listening, discussing, interacting, empathizing and engaging
Data and Marketing
•Internet provides new ways to identify and communicate with customers
•Long tail marketing
•Internet advertising formats
•Behavioral targeting
Tracking online behavior of individuals
•Programmatic ad buying
•Native advertising
Types of E-commerce and power of
m-commerce
•B2C
•B2B
•C2C
•Mobile Commerce (m-commerce)
Mobile Apps – games, videos, social
Alerts and Notifications
Sharing
Localization
Location based services
Financial services
Apple Pay, Google Pay
Social E-Commerce (Please read from
textbook)
•Digital social graph
•Features of social e-commerce driving its growth
• Newsfeed
• Timelines
• Social sign-on
• Collaborative shopping
• Network notification
• Social search (recommendations)
•Social media
•Social network marketing
•Social shopping sites
•Wisdom of crowds
•Crowdsourcing