Unit V
Unit V
Commerce is basically an economic activity involving trading or the buying and selling
of goods.
For e.g. a customer enters a book shop, examines the books, select a book and pays
for it. To fulfill the customer requirement, the book shop needs to carry out other
commercial transactions and business functions such as managing the supply chain,
providing logistic support, handling payments etc.
As we enter the electronic age, an obvious question is whether these commercial
transactions and business functions can be carried out electronically.
In general, this means that no paperwork is involved, nor is any physical contact
necessary.
This often referred to as electronic commerce (e-commerce).
The earliest example of e-commerce is electronic funds transfer. This allows financial
institutions to transfer funds between one another in a secure and efficient manner.
Later, electronic data interchange (EDI) was introduced to facilitate inter-business
transactions.
E-Commerce
• “E-Commerce or Electronic Commerce, a subset of E-Business, is the purchasing,
selling and exchanging of goods and services over computer networks (such as
Internet) through which transactions are performed”.
• “E-Commerce can be defined as a modern business methodology that addresses the
needs of organizations, merchants and consumers to cut costs while improving the
quality of goods and services and increasing the speed of service delivery by using
Internet”.
• E-Commerce takes place between companies, between companies and their
customers, or between companies and public administration.
• Microsoft Expedia, an integrated online travel transaction site helps to choose a flight,
buy an airline ticket, book a hotel, rent a car etc. in only a few minutes.
History of E-Commerce
• The history of Ecommerce seems rather short but its journey started over 40 years
ago in hushed science labs
• In the 1960s, very early on in the history of Ecommerce, its purpose was to exchange
long distance electronic data. In these early days of Ecommerce, users consisted of
only very large companies, such as banks and military departments, who used it for
command control communication purposes. This was called EDI, and was used for
electronic data interchange.
• The growth and acceptance of credit cards, automated teller machines (ATM) and
telephone banking in the 1980s were also forms of electronic commerce
• In 1982 Transmission Control Protocol and Internet Protocol known as TCP & IP was
developed. This was the first system to send information in small packets along
different routes using packet switching technology, like today's Internet! As opposed
to sending the information streaming down one route
• In 1995, with the introduction of online payment methods, two companies that we all
know of today took their first steps into the world of Ecommerce. Today Amazon and
ebay are both amongst the most successful companies on the Internet.
Functions
Functions of E-Commerce
• Marketing:- One of the areas it impacts particularly is direct marketing. In the past this
was mainly door-to-door, home parties (like the Tupperware parties) and mail orders
using catalogues or leaflets. This moved to telemarketing and TV selling with the
advance in television technology and finally developed into e-marketing.
• Complex products such as cars are better served by integrating e-commerce and
physical commerce.
• “E-Business is the conduct of business on the Internet, not only buying and selling but
also servicing customers and collaborating with business partners”.
• E-Business means connecting critical business systems directly to customers, vendors
and suppliers- via the Internet, Extranet and Intranets.
• Therefore it means using electronic information to boost performance and create value
by forming new relationships between and among businesses and customers.
• One of the first to use the term was IBM, in October 1997, when it launched a
campaign built around e-business.
E-Business enables organizations to accomplish the following goals:-
• Reach new markets.
• Create new products or services.
• Build customer loyalty
• Make the best use of existing and emerging technologies.
• Achieve market leadership and competitive advantage.
• Enrich human capital.
• Low cost Advertising:- Advertising on the internet costs less than advertising on print
or television depending on the extent of advertisement. .Advertising on the internet itself
is less costly since there is less cost associated with it in terms of printing and limited
television spots.
• Low barriers to Entries:- Anyone can start up a company on the internet. Start-up
costs are a lot lower for companies since there is less need for money for capital.
Disadvantages of E-Commerce
• Hidden Costs:- Although buying online is convenient, the cost of this convenience is
not always clear at the front end. For e.g. on-line purchases are often accompanied by
high shipping and re-stocking fees, a lack of warranty coverage and unacceptable
delivery times. In fact, too many e-commerce companies have developed a reputation
of overcharging for shipping and handling.
• Lack of Security:- One of the main roadblocks to the wide acceptance of e-commerce
by businesses and consumers alike is the perceived lack of adequate security for on-
line transactions.
For e.g. Consumers are growing increasingly worried about providing credit card
information over the Internet. During the past few years, the press has been filled with
reports about hackers breaking into ebusiness
and stealing credit card information.
• Lack of Privacy:- Customers also worry about the privacy implications of data
gathered by organizations of all types and sizes. Even at the simplest data level, sales
information is stored in databases connected to web servers, thus exposing the
information to cyber criminals. Because data gathering on the web is so easy,
databases routinely contain information about customer purchasing habits, credit
information and so on. In many cases, companies sell customer database information to
marketing companies. In turn, the marketing companies engage in massive e-mail
campaigns to attract new customers. It doesn’t take long for the customer’s email box to
be filled with unwanted email (also known as Spam).
• Network Unreliability:- Although the Internet is designed to overcome the single point
of failure problem, there have been several well-publicized incidents of network failures
during the past few years. Network reliability problems may be generated by such
factors as:-
Equipment failure in the network connection provider.
Accidental problems caused by nature-such as lightning, floods, earthquakes that
affect communication lines.
Long response time due to increased network traffic or inadequate bandwidth.
• Low Service Levels:- Another common complaint about doing business online is the
low level of customer service that online companies tend to provide. Although
technology has automated business transactions to a large extent, there remains a real
need for the human touch. Therefore e-commerce websites must provide:-
A pleasant and problem free pre-ordering and ordering experience. The website
design is an important interface.
Readily available easily used feedback options.
Quick complaint resolution.
Timely and low-cost shipping delivery to customers.
Scope of E-Commerce
• E-Commerce is a general concept covering any form of business transaction or
information exchange executed using information and communication technologies
((ICT’s).
• It includes electronic trading of goods, services and electronic material. It takes place
between companies, between companies and their customers or between companies
and public administrations.
• Electronic Markets:-
An electronic market is the use of information and communication technology to present
a range of offerings available in a market segment so that the purchaser can compare
the prices of the offerings and make a purchase decision
e.g. Airline Booking System
• Electronic Data Interchange:-
It provides a standardized system for coding trade transactions so that they can
be communicated from one computer to another without the need for printed
orders and invoices & delays & errors in paper handling.
It is used by organizations that make a large no. of regular transactions.
e.g. EDI is used in the large supermarket chains for transactions with their suppliers.
• Internet Commerce:-
Information and communications technologies can be used to advertise & make
sales of wide range of goods & services.
This application is both for business to business & business to consumer
transactions.
e.g. The purchase of goods that are then delivered by post or the booking of tickets that
can be picked up by the clients
With the help of B2B E-commerce, companies are able to improve the efficiency of
several common business functions, including supplier management, inventory
management and payment management.
Business To Customer (B2C):- Business to Customer or B2C refers to E-Commerce
activities that are focused on consumers rather than on businesses.
For instance, a book retailer would be a B2C company such as Amazon.com. Other
examples could also be purchasing services from an insurance company, conducting
on-line banking and employing travel services.
E commerce lifecycle model, which assess the stages that most ecommerce
businesses go through and reveals how to maintain lasting growth with strategic
solutions:
The three stages of the ecommerce business lifecycle which are the most common
lifecycle growth stages of ecommerce companies, as they move along their journeys:
Stage 1 – Start-up & fast growth
Stage 2 – Plateauing growth or consolidation
Stage 3 – Renewed growth by implementing change (new platforms, features,
resources/people or strategies)
In simple terms, these stages are akin to the way a gazelle jumps. There is a steep
forward jump and then rest, before leaping forward again. The same goes for the growth
patterns of ecommerce businesses; growing fast and then plateauing (resting).
Most ecommerce businesses go through an initial period of fast and in some cases
unexpected growth. This is usually to do with the popularity of the product they sell or
market demand rather than the implementation of their ecommerce platforms. Many
businesses will choose platforms such as BigCommerce, Shopify or Magento. It’s
important that your business stays agile and responds quickly to change.
You don’t want to get caught up in complicated systems or handcuffed by too much
process. Brands often enjoy quick impact in this honeymoon period, before growth
slows down and progression is halted by a kind of invisible ceiling. This sees
businesses moving into the second stage of the ecommerce lifecycle, which is a growth
plateau.
It’s important for business owners to assign ample time and resources to research, to
systemise and strategise to work out the best ways to move to the next level and start
achieving renewed growth.
As I mentioned, many business owners think that the solution to the issue of plateauing
growth is a quick fix or a swift change of direction, which can be an ecommerce platform
move or, perhaps, the recruitment of a new ecommerce manager.
In this third stage of the ecommerce lifecycle, the attempts to reinvigorate your
company’s momentum and growth should always be strategic. The solution to
plateauing growth may only require realigning your business goals with changing
customer trends, keeping up-to-date with new technology and channel strategies.
Summary
Getting to know these key stages of the ecommerce lifecycle will help you envisage
your brand’s growth as a cyclical process, identify critical questions to ask at each stage
and understand why an agile approach to ecommerce strategy is so crucial to lasting
success. This ecommerce process bucks the trend of solving issues with quick fixes
and quick wins, focusing instead on regularly revisiting and refreshing your ecommerce
strategy for long-term results.
ELECTRONIC PAYMENT SYSTEMS
Electronic payment systems are central to on-line business process as companies look
for ways to serve customers faster and at lower cost. Emerging innovations in the
payment for goods and services in electronic commerce promise to offer a wide range
of new business opportunities.
Electronic payment systems and e-commerce are highly linked given that on-line
consumers must pay for products and services. Clearly, payment is an integral part of
the mercantile process and prompt payment is crucial. If the claims and debits of the
various participants (consumers, companies and banks) are not balanced because of
payment delay, then the entire business chain is disrupted. Hence an important aspect
of e-commerce is prompt and secure payment, clearing, and settlement of credit or
debit claims.
There are many ways of implementing an e-cash system. Specifically, e-cash must
have the following four properties: monetary value, interoperability, retrievability, and
security. E-cash must have a monetary value; it must be backed by either cash
(currency), a bank authorized credit, or a bank-certified cashier’s cheque. When e-cash
created by one bank is accepted by others, reconciliation must occur without any
problems. Stated another way, e-cash without proper bank certification carries the risk
that when deposited, it might be returned for insufficient funds.
E-cash must be interoperable, that is, exchangeable as payment for other e-cash, paper
cash, goods or services, lines of credit, deposits in banking accounts, bank notes or
obligations, electronic benefits transfers, and the like. Most e-cash proposals use a
single bank. In practice, multiple banks are required with an international clearing house
that handles the exchange ability issues because all customers are not going to use the
same bank or even be in the same country.
E-cash must be storable and retrievable. Remote storage and retrieval (e.g. from a
telephone or a personal communications device) would allow users to exchange e-cash
(e.g. withdraw from and deposit into banking accounts), from home or office or while
travelling. The cash could be stored on a remote computer’s memory, in smart cards, or
in other easily transported standard or special-purpose devices. Since it is easy to
create counterfeit cash that is stored in a computer, it is preferable that cash is stored
on a dedicated device that cannot be altered. This device should have a suitable
interface to facilitate personal authentication using passwords or other means and a
display so that the user can view the card’s contents. One example of a device that can
store e-cash is the Mondex card (Mondex was a smart card electronic cash system,
implemented as a stored-value card owned by Mastercard.)—a pocket-sized electronic
wallet.
E-cash should not be easy to copy or tamper with while being exchanged. This includes
preventing or detecting duplication and double-spending. Counterfeiting poses a
particular problem, since a counterfeiter may, in the Internet environment, be anywhere
in the world and consequently be difficult to catch without appropriate international
agreements. Detection is essential in order to audit whether prevention is working or
not. Then there is the tricky issue of double spending. For instance, you could use your
e-cash simultaneously to buy something in Japan, India, and England. Preventing
double-spending from occurring is extremely difficult if multiple banks are involved in the
transaction. For this reason, most systems rely on postfact detection and punishment.
In the early 1990s, a payment system for low value amounts using smart cards was first
introduced in Europe. Most of these methods are known as stored value cards or
electronic purse system. Units of prepayment or currency value are electronically stored
on an IC chip imbedded in these cards. When purchases are made, the payment is
effected through these units of electronic value. Smart cards are credit and debit cards
and other card products enhanced with microprocessors, capable of holding more
information than the traditional magnetic stripe. The chip, at its current state of
development, can store significantly greater amounts of data, estimated to be 80 times
more than a magnetic stripe.
The smart card technology was widely used in countries such as France, Germany,
Japan and Singapore to pay for public phone calls, transportation, and shopper loyalty
programmes. The idea has taken longer to catch on in the United States, since a highly
reliable and fairly inexpensive telecommunications system has favoured the use of
credit and debit cards. Smart cards are basically of two types: relationship-based smart
credit cards and electronic purses. Electronic purses, which replace money, are also
known as debit cards and electronic money.
Without doubt, the basic means of payment used and initiated via the Internet for
consumer transactions till date is the credit card. Credit cards have proved popular for a
number of reasons as the following:
1. The system is familiar to users and was widely used before the advent of e-
commerce, thus bolstering the users’ confidence.
2. Transaction costs are hidden from users (i.e. basically met by sellers, and passed on
to all customers, not just credit card users).
3. Payment is simple anywhere and in any currency, thus matching the global reach of
the Internet.
4. The credit-issuing company shares the transaction risk; helping overcome
consumers’ fear and reluctance to buy goods they have not actually seen, from sellers
they do not know (in the physical world this function was important because it enabled
sellers to take payment from buyers they do not know; online this trust relationship is
needed in both directions). The disadvantages of credit cards for e-commerce include
the fact that they cannot be used directly for small value payments or peer-to-peer
transactions.
Credit cards have their own disadvantages. First, the relatively high transaction cost
makes them impractical for small-value payments. Second, they cannot be used directly
by individuals to make payments to other individuals (peer-to-peer transactions). Third,
protecting the security of transactions is vital, especially in the virtual world where there
is no payment guarantee to the merchant by a bank. Users’ fears about security issues
seem to be a consequence of the newness and relative unfamiliarity of the medium,
rather than the real risks involved in the system.
e-Payments in India
Payment systems such as ECS and SEFT will in turn promote credit and debit card use
in India, while the issuance of chip-based payment cards is expected to take off quickly.
Once the RBI rolls out its real-time gross settlement system (RTGS), India’s banks and
businesses will be better able to use the Internet to realize the value of e-payments to
their operations. For greater automation in India’s payment system, the RBI has also
linked clearing houses via Infinet (Indian Financial Network, a telecom network), set up
a centralized funds management system (CFMS), and centralized the payments and
settlement systems.
In the below figure, the risks of e-commerce model are shown. There are three major
risks:
2. The very nature of the technology involved means that it is transnational. This leads
to problems as to which legal system has jurisdiction over e-commerce transactions.
Figure of Risk of E – Payments
Benefits of EDI:
• Reduced paperwork: Even when paper documents are maintained in parallel with
EDI exchange, e.g. printed shipping manifests, electronic exchange and the use of data
from that exchange reduces the handling costs of sorting, distributing, organizing, and
searching paper documents.
• Cost cutting: The use of EDI can cut costs. These include the costs of stationary &
postage but these will probably be fully matched by the costs of running the EDI service.
EDI and similar technologies allow a company to take advantage of the benefits of
storing and manipulating data electronically without the cost of manual entry.
• Reduced Errors: Another advantage of EDI is reduced errors, such as shipping and
billing errors, because EDI eliminates the need to rekey documents on the destination
side. Keying an information into the computer system is a source of errors & keying
paper orders into order processing system is no exception. EDI eliminates this source of
errors. On the down side, there is no order entry clerk who might have spotted errors
made by the customer- the customer will get what the customer asked for.
• Faster Response: With paper orders it would be several days before the customer
was informed of any supply difficulty, such as the product is out of stock. With EDI the
customer can be informed straight way giving time for an alternative product to be
ordered or an alternative supplier to be used.
• EDI payment: Payment can also be made by EDI. The EDI payment system can also
generate an EDI payment advice that can be electronically matched against the relevant
invoices, again avoiding query & delay.