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This document is an e-portfolio that covers various topics related to e-commerce, including site management tools, key security threats, technology for secure internet communications, major e-commerce payment systems, B2C and B2B business models, online marketing strategies, search engine marketing, Facebook marketing, Twitter marketing, mobile marketing, challenges faced by online retailers, business models of on-demand service companies, and major trends in the online travel services industry.

Running head: E-PORTFOLIO
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Name of student
Name of university
Author’s note:

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Week 3:
Site management tools: The SuiteCommerce Site Management Tools allows the user
to perform the various crucial website management associated tasks that includes the manage
content, assigning of the items to the categories, adding the landing pages and then improve
the prevailing pages, and the management of the categories of the commerce as well as the
subcategories.
The eCommerce packages are majorly intended to offer the functionality of the
money savings as well as the time saving (Thaker 2016). Moreover, customisation of the
websites costs significantly higher (Metsalu and Vilo 2015). Any E-Commerce suite is solely
reliable and also robust in the functionalities when it provides the required support for the
various business models, the reporting system as well as the management tools that works
with the visual aid. Moreover, software packages has been also allowed for the handling the
direct payment transaction from the customers or using the payment gateway (Chen, Tang
and Lin 2017). The server software of the merchant majorly handles the sensitive information
using the SSL or the digital certificates.
Week 4:
Key security threats in the e-commerce environment
In the present business environments, with the growth of the eCommerce in the
business platforms, more and more business are functioning in the eCommerce environments.
From the communication among two persons who are placed in the two distinct places in the
world to the finalizing of the business deals, there is the introduction of speed and efficiency
(Prakash 2015). The major reason for the development is the increased use of the internet
platform that has helped in the making the life easier for any average person by the providing

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the plethora of the options. The major driver for the technological advancement is the
introduction of the eCommerce in the business markets (Jiang, Jun and Yang 2016).
How technology helps secure Internet communications channels and protect
networks, servers, and clients.
The use of the encryption is being extensively done for the securing of the internet
communication. The cryptography is the sector of the encryption where the encrypting of the
information or the digital data is done by the utilization of the mathematics. The
implementation of the firewall is being extensively done for securing the network of the
organizations. In the public key encryption technique, any user who desires to ensure the
secure communication requires the two distinct keys. These particular keys are the private
keys and the public keys. Each of the keys that could be used by the user has the distinct roles
during the communication over the internet platform.
Major e-commerce payment systems in use today
The credit cards constitutes the popular method of the online payment but it could be
significantly expensive for any merchant to accept this particular thing due to the fact that the
transaction fees commonly. The debit cards comprises the excellent alternative with the
similar kind of the security but it commonly charges less (Tandoc Jr and Vos 2016). The
PayPal is being extensively utilized in the present business world as it allows the payments
and the money transfers over the internet platform. Google Wallet is one more method that is
used for making the payment across the internet platform. It provides the secured platform
across the internet.

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Figure: E-Commerce security
Source: (Gupta, Agrawal and Yamaguchi 2016)
Week 5:
B2C business models
The B2C could be considered as significantly effective for the smaller companies as
the individual consumers are not as concerned with the recognition of the company as the
consumer are gaining the product at the most favorable price. The B2C companies could
divided into the major five categories that includes the direct sellers, online intermediaries,
community based models, advertising based models and the fee based models (Iankova et al.
2018). Each of the kind is significantly different from all other and the comparison among the

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models could not be done easily. Factually, some of the B2C businesses uses the more than
one kind for reaching the various kinds of the audiences.
Benefits of crowdfunding
Beyond raising the money, there are some slew of the crowdfunding benefits that
could be gained by the practicing of this method. Some of the crucial benefits are:
Market validation: The market validation could be considered as the major aspect of
the crowdfunding over any alternative methods of the raising of the seed money. Using the
crowdfunding, the pre-orders could be set up for any concept and it would help in the
reduction of the risk of the building the first batch.
Valuable feedback: When any business provide any kind of the products to any
customer then the customer provides some kind of a feedback that could be positive in nature
or it might be negative that could help the company to improve the product that had been
provided to the customers.
B2B business models
There are several key technologies that could be exploited in the eCommerce that is
operating under the B2B and it could grouped as the Electronic Data Interchange, Internet,
Intranet, Extranet and the information system implemented in the back end of the system. The
business model of the eCommerce business could be grouped as the Intermediary oriented
market, Supplier oriented market and the buyer oriented market (Hartmann et al. 2016). The
business model of the B2B business recognizes the seller as well as the buyer as the major
entities of the business. B2B covers the wide number of applications, which could help in the
enabling of the business for creation of successful relationships with distributors, suppliers
and the re-sellers.

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Figure: B2B business models
Source: (Hartmann et al. 2016)
Week 6:
Online marketing strategies
Some of the common online marketing strategies includes the having of the enhanced
products, USP as well as the correct web design than the competition, effective utilisation of
the search engine optimisation, proper utilisation of email marketing by the utilisation of the
Opt-in email list and the newsletter (Sajid 2016). The effective utilisation of the strategy of
the conversion rate optimisation, providing the free content, resources and the tools that could
help in the targeting of the audiences, ensuring the targeted advertising using the PPC (pay-
per-click), proper utilisation of the social networking, web intelligence and the social media
marketing, utilisation of the web analytics for the measurement of the effectiveness of the
internet marketing campaigns, efficient management of the public relations with the online

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business, and the utilisation of the affiliating and the associated of the programs by the
utilisation of the referral marketing (Pappas 2016).
Marketing plan
The marketing plan is developed for gaining the knowledge about the process by
which the idea of the product would be provided to the customers. The main components of
any marketing plan includes the market research, target market, positioning, competitive
analysis, market strategy, and the budget. It has been suggested by several business
enterprises that the analysis of the target market is the foremost action that has to be executed
prior establishing the business in that market. It helps in the gaining of required knowledge
about the working of the market where the business is intended to set and the behaviour of
the people in that market that could help in understanding the products that would be most
successful in that market.
Search engine marketing
The search engine marketing could be described as the form of the internet marketing
that includes the promotion of the websites by the increasing of the visibility in the search
engine results pages using the paid advertising. The search engine marketing could help in
the incorporating the search engine optimisation that adjusts or rewrites the content of any
website and the architecture of any website for achieving the increased ranking in the result
pages of the search engine for enhancing the listings of the pay per click. It helps the
companies to attract the customer who might have visited some other page and they view
their requirement on the advertisement and visit that respective page.

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Figure: search engine marketing
Source: (Sajid 2016)
Week 7:
Facebook marketing
In the modern era of the social media pages, there is the growth of the marketing
using the social media pages like the Facebook and the Instagram that are helping the
businesses to attract majority of the people on their website. The various kinds of the
Facebook pages are used for the marketing of the products and the website of any company.
like the personal profile, any page could be considered as the hub of the information for the
brand or the company. For allowing the posts of the company on the Facebook pages, there is
the requirement of viewing the posts that is the strategy which have been implemented by the
Facebook company as it wants the pages to boosts payment for increasing the visibility and
the reach.

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Benefits of twitter marketing
The twitter is one more social media website that could help the businesses to attract
The consumers on their websites and grow their business. The extensive traffic could be
driven to the webpages of the companies and there is no requirement of paying for the clicks
to the website that is the feature of the Facebook pages. The reaching out to the unknown
markets could be easily done by the use of the twitter as twitter is the kind of social media
platform that allows the instant conversation with the people from all parts of the world. The
distribution of the content is also simplified using the twitter marketing.
Key elements of a mobile marketing campaign
The very nature of the mobile device needs the swift and the focused delivery of all
the content. The campaigns of the mobile marketing requires the engaging of the readers on
the increasingly personal basis (Hasting and Stead 2017). The mobile marketing allows the
highly targeted and the associated messages of the marketing that are to be provided solely to
the people who have chosen the receiving of the messages (Ferreira, Lee and Simchi-Levi
2015). The successful campaigns of the mobile marketing offers the customers with the
increasingly enhanced shopping experience that makes the customers to visit again on the
website. The conversion rates are increased due to the utilisation of the variety of the
platforms into the mobile marketing campaign.

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Figure: twitter marketing
Source: (Hasting and Stead 2017)
Week 8:
Challenges faced by the different types of online retailers
Some of the major challenges of the online retailers are:
The absence of the online identity verification: When any visitor performs the
visiting on any eCommerce website and then they sign up, the portal of the company is not
able to identify the characteristics of the person without the proper identification protocol.
Delivering on the service of the Omni channel customer: In the present business
conditions, the customers could contact the companies at all times using any of the
touchpoints.
Competitor analysis: in the present business conditions, there are several competitors
to any of the business who could be offering the similar products at the lower rates and the

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services might be more enhanced than the services that are provided by the company
(Pantano and Viassone 2015). Without the implementation of the proper strategies for the
effective differentiation from the other companies, there might be the risk of the falling out of
the businesses.
Business models of on-demand service companies
The common business model of any ondemand economy could be commonly denoted
the aggregator business model that is the unique model in which there is the creation of the
online platform by the companies for executing the selling of any standardised products and
the services using the specific names. Although these are standardised, the specific servers
can solely be provided by all business partners of brand but in this situation there is the issue
that the company could only act as the guarantor of the quality. The other business model that
is being extensively utilised is the business model of marketplace.
Major trends in the online travel services industry
The online market of the travelling is significantly gaining the higher grounds with
the e-commerce industry who are backing it up properly and easily. When any individual is
planning any trip, the people in the recent times are spending significant time in the queues
and haggle with the travel agents for the plans. The eCommerce sites had been significantly
quick in the identification of the problem and then the solution was launched as per the
problem for the mitigation of the problem easily. The initial step is the ticket confirmation,
then comes the hotel booking and the gaining the discounts for the users of the industry.

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