E-commerce Presence, Payment System, Business Strategies, Marketing and Advertisement, Social Mobile Local Marketing

This e-portfolio covers various aspects of e-commerce, including building an e-commerce presence, payment systems, business strategies, marketing and advertisement, and social mobile local marketing. It discusses the key components of building an e-commerce presence, the importance of encryption in protecting e-commerce, different business models, marketing strategies, and the impact of social media and mobile devices on e-commerce. The portfolio provides valuable insights for students studying e-commerce and related subjects.

Running head: E-PORTFOLIO
E-BUSSINESS SYSTEMS
Name of the Student
Name of the University
Author Note

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Portfolio 1: Building An E-commerce Presence
The main aspects of building an e-commerce presence depend on certain criteria like the
search is to made id paid or not, the targeted audience, the use of e-commerce for the consumers
and many more (Dan and Qihong 2014). The main idea behind the e-commerce presence is to
see the proper vision, which includes audience target, strategic analysis, the matrix of marketing
and the timeline of the development. There are several models of business to generate the
revenue from the e-commerce. The audiences are target based on their lifestyle, consumption
pattern, and access pattern. The strength and the weakness need to follow to grow the e-business.
Weakness needs to remove and the strength must be higher for a better experience. The five
major steps of building a system are planning, design, building the system, testing, and
implementation. Page delivery, page generation and page content are the main aspects for the
website optimization (Masood et al., 2013). The tiers of architecture are one tier, two tier and
multi tier architecture. Web server software hosts websites and linked it to the server apache and
the internet information software made my Microsoft are the two most trusted servers out there.
Some basic tools are included in the web servers that verify the links on the pages are valid or
not. JDBC, ODBC are the tools, which establishes the database connectivity. The e-commerce
merchant software servers provide the online catalog of the products, allow the shoppers to
preview the items and payment checkout option. In the packaging of the merchant server
software packages various functionality (Chuan et al., 2013). Some of the key functionalities of
the merchant server software are there functionality, business process modeling tool, different
business model support, visual site management and reporting, performance and scalability,
connectivity with the business systems, capability of global and multicultural, shipping rules and

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the local sales tax. The more the hardware is high the more the speed of the website is increases.
The scalability of the software is the ability of the website to increase as the demand warrants.
Various ways are there to scale software vertical where processing power of the individual
components increased, horizontal where the workload is shared by the multiple computers,
improvement of architecture for processing, cloud service out sourcing. The website needs to
design in such a way that the customer can be able to buy the things what they want. For
optimizing the search engine various tools are used. For the designing tools for interactivity and
active content is common gateway interface, active server pages, java, JSP, java script,
VBSCRIPT, ColdFusion, PHP, Ruby on Rails and many other design elements. Personalization
tools have the ability to treat people based on their personal qualities and prior history with the
website. The customization tool has the ability to change the product to fit better as per the need
of the customer. The primary method to achieve personalization is the cookies. To enhance the e-
commerce there must be some privacy guidelines, which will set several statement declaring how
the website is to be treated by the customer.
Portfolio 2: (E-commerce Scenario and payment system)
Cybercrime on the e-commerce website are growing day by day and in higher rate. The
ecommerce websites must be prepared for various criminal activities. There are multiple security
threats to an ecommerce website, the threats are malicious code, adware, spywarew, phishing,
hacking, spoofing and sniffing (Gagnon 2013). To protecting the e-commerce, the must to do
thing is the implementation of encryption. The data must be encrypt in to cipher text so that the
data cannot be seen by the other people except the sender and the receiver. The encryption
provides multiple dimensions to the security of e-commerce. The technology helped immensely

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to the security of ecommerce by providing message integrity which provide message that sent
cannot be altered, neon repudiation prevents user from denying sent message, authentication
provide the proper verification of the customer who is sending the message or data, and
confidentiality that give the security that the message or the data cannot be leaked. The major
payment system is the online payment system known as electronic payment. It also called as a
sample of electronic data interchange. Ecommerce systems have become so popular due to the
increased usage of internet and Smartphone. Online payment provide a secure gateway for
transaction by the online transactions consumers can transfer money online to any ecommerce
website and the process is secure end to end. The loss due to the cybercrime is unclear. The
attacks are more now days because of the web attack kits price are low. To achieve the optimum
security the consumer must use new technologies and web antivirus for protection. The
consumer must follow the industry standards and the rules possessed by the government
(Olufemi, Kayode and Sunday 2014). Some times after using optimum protection the security
breaks at the weakest link. E commerce websites are vulnerable due to the client server
architecture. Credit card fraud is the common threat comes with the ecommerce. This mostly
happen because the corporate server are hacked (Blakemore 2016). The largest threat of an
business institutions comes from the inside embezzlement. Poor security application is
responsible for the data breaches. The social networks are also under the cyber threat because of
the viruses, identity fraud, malware, phishing and spamming. Mobiles are also attack by vishing,
smishing, SMS spoofing and madware. To secue all the threaths after encryption the channels of
the communication also needs to be secure. The firewalls, proxy servers, IDS, IPS need to
protect. Cryptography can be implemented to secure the data two types to cryptography are there

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one is public key another is private key. The cybercriminals can be identified, traced and
prosecuted by using some tools that has the law permission.

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Portfolio 3: (E-commerce Business Strategies)
The key components of a e business model is the website and the targeted audience. In
the e-commerce two type of business model are used B2C and B2B. B2C is business to
consumer where the consumer directly deals with the business no intermediate or third party is
there (Moore, Hopkins and Raymond 2013). In B2C e-commerce, several major categories like
direct sellers, online intermediaries, ad based model, community base model and fee-based
model are there. B2b e-commerce model is stands for as business-to-business model. Common
business-to-business ecommerce models are traditional which is direct to consumer model,
selling to multiple retailers, and labeling white for sellers, virtual warehouse and wholesaling to
retailers. Supply chains are there for the supply of the product as the products does not deliver
directly. The infrastructure for the company, which sold their product online, needs to be high.
Business models are the set of some activities designed to result in a profit in the market.
Business plan describes the business model of a company. The business model for the
ecommerce uses a certain unique quality of internet and web (Armstrong and Taylor 2014). The
eight key elements of the business model are management team, revenue model, proposition
value, opportunity in market, competitive environment, competitive advantage, market strategy,
development of the organization. Proposition value is to determine why the customers buy the
product. The successful ecommerce value propositions are personalization, customization,
product search reduction, price discovery costs, and facilitation of transactions by managing the
delivery of the product. Revenue model says how to earn money. There are several revenue
models are there advertising revenue model, subscription revenue model, transaction fee revenue
model, sales revenue model and affiliate revenue model. Market opportunity shows the market

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size where the audience is to be target. Competitive environment comes when same product is
selling by multiple websites. It includes direct and indirect competitors as well. Competitive
environment is influences the number of competitors, competitor’s pricing and their profitability.
The special advantage that a website is getting from the other website is call as competitive
advantage. Market strategy is how to promote and sell a product in the market. The
organizational development is how the model is plan accordingly. The management of the
organization must have the high quality. Ecommerce business model is characterizing in no
correct way, B2B, m-commerce, different sector but similar models. Company uses multiple
business models. A B2C business model includes e-tailer, social network, portal, service
provider and market creator. A B2B business models consist of net marketplace and private
industrial network (Mencarelli and Riviere 2015). Ecommerce affect the businesses in a huge
way. The face of business is change by the involvement of ecommerce. In the ecommerce, firm
value chains and industrial value chains are there. Business strategy is the plan for achieving a
superior long-term return on the investment that profit. There are five generic strategies product
differentiation, cost competition, scope, focus niche and customer intimacy.
Portfolio 4: (E-commerce Marketing and Advertisement)
For the e-commerce advertising and marketing are the two essential part. A website is the
most important toll to establish the connection with the customer. Search engine marketing is
one tool, which provides the search result relevant to the customers search. Advertisements are
uses for the promotion of the product. By on click banner or any other kind of click baits. Social
marketing is also there as the marketing platform is the social networking sites so that many
people will engage with the advertisement. In the traditional ads chances of click on the ad is less

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as compare to the mobile ads because the chances are high of clicking the ads are high
(Gangeshwer 2013). The main problem with the mobile ad lies in its point of evolution. Much
content of ads are not appropriate for the mobile phones because of its size. Google are increased
the ad price so if the ad needs to show on the mobile Google need to be paid before that. Users
may develop blindness toward mobile ads because as they are display ads it is annoying
sometime when it comes in between using any of the application. The rate of the grown in this
field is getting lower day by day but the scope and the intensity both are increasing respectively.
Demographic groups have the higher percentage than the other group this group consists of
education, age, ethnic dimensions and income in the case of online usage. Broadband and the
mobile have come across a long way many households nowadays uses broadband and mobiles.
However, there are significant amount of inequalities as well. Accessing broadband and mobile
is base on certain aspects like among the youth it is very popular but older people do not tends to
get any interest. Income also matter in the case of using broadband and mobile. Consumer
behavior also based on the connectedness as many people are independent and rest follows other.
Many uses others recommendation before use any of these (Belch et al., 2014). The consumers
are shop online mainly shop for the convenience as they do not have to go outside. Some
decision is there to purchase online and to make the decision a process is there. The process is as
follows: first, the consumer has to aware that what he/she needed to buy. Then the customer can
search online for the product information. Customer can search for the alternatives of the
product. Then the decision on purchase is takes place as per the previous study. Then finally,
post-purchase contact with the firm. This process is same for the online and offline behavior.
Many just search online and buy offline. Utility and the trust is the two most important factors of
online purchase. Different types of marketing are website, traditional, social, mobile marketing

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and offline marketing. Email marketing is there but it has some challenges like spam, anti spam
software, targeted email poorly. Other type of traditional marketing are affiliate marketing, viral
marketing, lead generating marketing. Integral part of marketing strategy is pricing. Hadoop and
the big data technology is highly used in these advertising and the marketing (Mata and Quesada
2014).
Portfolio 5: (Social, Mobile and Local marketing)
The traditional web marketing is lost its ground due to the emergence of the mobile
marketing. Cost is the major factor, which differs the traditional marketing and the mobile web
marketing for those have the tight budget on marketing. As the mobile web marketing is new so
the competition is less and for that the price are lower (Mohorovičić 2013). Internet or web is
the future ahead so mobile web marketing is always a best option to invest. The use of
Smartphone is increasing day by day but not all having a Smartphone can use internet properly.
Marketing online in social media is also consists some process. Planning, material development,
pretesting, implementation and evaluation the generating feedback are the five stages of the
process. The location based marketing send some alert to the mobile phone. End user opt-in is
required in the location-based marketing. User needs to install app on their mobile and in the app
they need to on the location when the app requested to do so. This type of marketing promotes
the impulsive purchase (Ström, Vendel and Bredican 2014.). Location marketing is also a part of
mobile web based marketing. New marketing concepts are there in the market one is
conversation another one is engagement. The impacts of the Smartphone and the tablets have the
major impact on the online web marketing. The ties need to be strong between the user of the
social networks, mobile devices and local shopping. The aim of the traditional online marketing

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is to deliver business message to the most consumers. The aim of the social marketing is to
encourage the consumers to engage into each other and do conversation. The major platforms of
the social media marketing are the popular social networks like Facebook, Twitter, Linkedln,
Instagram and Tumblr (Zaglia 2013). And this kind of marketing also uses the e-mails. For
marketing in the Facebook news feed is the best option to post ad publically. As the facbook is
the largest among the social networking websites, so the ad can be seened by the more people.
Tools for the Facebook marketing are pages; news feed post, Facebook live, videos, and
messenger and reaction buttons. Twitter provides real-time interaction with the users. Tweet, re-
tweet, follow, message and mention are the feature of twitter. Promoted tweet, trends, accounts,
amplify, promoted video and mobile ads are the marketing tools for twitter. Pinterest is the
largest image-sharing website. Pins, share, follow and price displays are the feature of pinterest.
Many people use mobile for many purpose like entertainment, social networks and occur in
home. M-commerce sale is rapidly growing due to Smartphone. Apps are use 60% of the total
mobile usage. 64% is the mobile marketing of the all-online marketing. The social media
platforms are the best for the web marketing as most of the people uses the social media now a
days.
Portfolio 6: (E-commerce retailing and services)
E-commerce is having negative impact on the retailers, as the tendency of buying product
online is higher. The online retailers’ faces many challenges like high web traffic, end time
promotions, bad user experience, gift certificated offerings, customer loyalty, stock control and
inventory (Laudon and Traver 2013). Online retail came across many new things like the
explosion of retail mobile e-commerce, experiments with social e-commerce, fastest growing

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retail channel is the online retail, selection of goods increases and includes luxury goods. For the
predictive marketing Big data is used. Online and offline operations is integrated in the online
retailing. Mail orders and the telephone order sector is similar to the online retail sector. This
controls the sophisticated orders entry, delivery and inventory control systems. The vision of the
ecommerce retail is very clear. This helps the customer to reduce the search and transaction costs
and the customer able to find the lowest price of the particular product. This decreases the
market entry cost, operating cost and increases the efficiency. The internet created a new
dimension for the online retailers. Online retail industry is the smallest of the retail industry. As
of now, it is growing in faster than the offline retail. The generation of revenue is also higher.
The growth is higher because of the rapid increased usage of mobile phones. The strategic
analysis factors of this industry are entry barriers, supplier power, customer power, substitute
product existence, industry value chain and the nature of the intra industry competition. Firm
value chain, synergies and the social/legal challenges are the part of firm specific factors. Two
financial analysis factors is there balance sheet and statement of operations (MacKenzie,Meyer
and Noble 2013.). The balance sheet consists of assets, current assets, liabilities, current
liabilities, long-term debt and working capital. The statement of operations consists of revenues,
cost of sales, gross margin, operation expenses, operating margin and net margin. The vision of
amazon.com is to provide the world biggest collection and at lower price too. The service is will
be of customer-centric. The business models that used by the amazon.com are retail, third party
merchants and the web service of amazon. The future prospect of ecommerce websites in that
case amazon future prospect is very high, as amazon has gained sustainable profit in the past and
amazon is continuing investing more and more for the future products and their services. Online
retailing has some common themes among them, as the online retail is becoming the fastest

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growing channel in retail commerce. The retailers are more using the big data for the analysis.
Big data consists of huge data it can predict the trend of the market by matching the trend or
pattern. The major industries that the ecommerce is providing its services are finance, insurance,
real estate, travel, legal, accounting, health services and in educational services. There are several
online career service as well line Glassdoor, Linkedln, Indeed. These can be take place of the
traditional recruitment tools like on-campus recruitments, staffing firms, career expose and many
more. It saves more time of the job seekers and the employees. The ability of establishing market
prices and terms cane make this the ideal business of web (Dorman 2013).

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