E-Portfolio Assignment: COIT20250 E-Business Systems Overview

This e-portfolio assignment for the COIT20250 E-Business Systems course comprehensively explores various facets of e-commerce. It commences with an overview of establishing an e-commerce presence, detailing essential steps like platform selection, merchant account setup, and marketing strategies. The portfolio then delves into the crucial aspects of e-commerce security and payment systems, emphasizing the importance of secure transactions and addressing potential threats such as fraud. Furthermore, it outlines various e-commerce business strategies, including customer-centric approaches, website optimization, and the significance of clear product descriptions. The assignment also examines e-commerce marketing and advertising techniques, highlighting SEO, email marketing, and market affiliation. It then investigates social, mobile, and local marketing, emphasizing the importance of social media strategies, mobile marketing, and local community engagement. Finally, the e-portfolio concludes with a discussion on e-commerce retailing and services, covering e-tailing, distribution channels, branding, and the significance of customer feedback and strong distribution networks for successful online businesses. Each topic is supported by relevant academic and general references, visual aids, and multimedia applications to enhance understanding.

Running head: Portfolio management
E-Portfolio
Name of student
Name of the University
Author note

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Table of Contents
Topic 1: Building an E-Commerce Presence.............................................................................2
Topic 2: E-Commerce Security and Payment Systems..............................................................4
Topic 3: E-Commerce Business Strategies................................................................................5
Topic 4: E-Commerce Marketing and Advertising....................................................................6
Topic 5: Social, Mobile, and Local Marketing..........................................................................7
Topic 6: E-Commerce Retailing and Services...........................................................................8
Reference..................................................................................................................................10

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Topic 1: Building an E-Commerce Presence
Explaining the concept of e-commerce in one nutshell, it is the process of selling as
well as buying different products by the help of electronic means such as by the internet and
different mobile application. Ecommerce encompasses both the electronic transaction and the
online retail. In past few decades, this process of marketing has changed dramatically (Hajli
2015). Moreover, it allows the business as well as the customers to be a part of the global
sale, by providing 24*7 services. However, for the effective marketing mix as well as
conversion rate, conversion rate, it is necessary for the particular venture to have an impactful
physical presence, which is globally identified as a click mortar store.
Prior to the beginning of one Ecommerce presence, it is vital to have a clear vision of
the accomplishment and its process. Apart from including the mission, effective identification
of the market place, target audience, strategic analysis, along with the development timeline
and internet marketing matrix is necessary. After the development of the mission statement,
designing of effective revenue model to identify the money gathering source is essential
(McCarthy et al. 2014). In addition to that, some of the basic business models that are
necessary in building the Ecommerce business presence are, portal, content provider,
Transaction broker, market creator, service provider and community provider. Conducting an
effective SWOT analysis will become helpful to understand the business in a better way.
However, the following steps will helpful for building the Ecommerce presence;
Step 1: Signup to the Ecommerce platform
Step2: Signup to the merchant account for collecting the online payment
Step 3: Setting the online marketing tactic
Step 4: Adoption of web based sales system

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Step 5: Designing integrated bookkeeping
In order to build an Ecommerce presence, it is vital to develop a map, which will
comprises with the following (Alotaibi 2013);
Types of presence Platform Activity
Website Traditional
Mobile
Tablet
Search
Display
Sponsorship
E-mail Purchased list
Internet list
Updates
Sales
Newsletters
Social Media Twitter
Blog
Facebook
Sharing
Advertising
Engagement
Conversation
Offline media TV and radio
Print
Branding
Exposure
Education
(Table 1: Ecommerce presence map)

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Topic 2: E-Commerce Security and Payment Systems
Online shopping has become a boon in the current age. With Ecommerce gaining
immense popularity, it is turning out to be advantageous for the small business to gather the
opportunity of capturing more customer and increase the sale. However, a secure payment
processing system is necessary as it facilitates the sensitive information, client data, and
transfer of online payments by protecting them from any kind of security issue and fraud
(Isaac and Sherali 2014). The gaining popularity of the Ecommerce doesn’t mean that the
particular process does not have any shortcomings. There exist challenges while performing
online business. In such case the importance of Ecommerce security and payment systems is
well understood, as it avoids the security threats and issues.
While the customer visit to the Ecommerce stores, they always look for a best deal on
the services along with secure payment services. Internet bank card payments, E-cash, E-
wallet, and E-check are the most common type of electronic payment method used in the
Ecommerce business (Trautman 2015). There exist different type of security issues that can
ruin the popularity of a particular E commerce business. The security issue with the payment
systems are, the credit card fraud, managing international currency, compatibility and
integration, chargebacks and others.
Security is one major issue that is hindering the Ecommerce business. Several cases
such as, identification of payment fraud and theft are emerging now a days in the Ecommerce
segments (Abadir et al. 2017). Therefore, these issues need to be address on the priority basis
by the store owners for providing secure shopping experience to the customers. The
following payment security processes can deal with the security issues of the Ecommerce
business;
 Identifying suspicious purchasing and payment activity

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 Developing address verification system for every transaction
 Adoption of encryption approach
 Secure Socket Layer (SSL)
 Secure HTTP protocol
 Secure electronic transaction
 Payment card industry (PCI) compliance
 Digital signature
 Safe login screen
Topic 3: E-Commerce Business Strategies
Recently, the global Ecommerce around the globe is a trending as well as challenging
business. There exist higher competition in the market and to gain sustainability in such
market, it is necessary to capture and hold the customer’s attention. Helping the customers to
find the right product and providing a transparent pathway to accomplish the purchase along
with secure payment service can become beneficial (Mohapatra 2013). However, doing the
same requires formation and implementation of effective business strategies. Some of the
customer oriented E-commerce business strategies helpful in dragging more customer are as
follows;
 Making it easy for the customer
 Creating the product page
 Helping the customer in buying a product
 Concentrating on customer feedbacks
In addition to the above, designing of one efficient Ecommerce presence to attract the
customer is also vital. However, taking business decisions and making different strategies
should depend on the business goal and vision. Furthermore, ensuring that the online store is

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readable with presence of clear information and accessible from every kind of device such as,
PC, mobile, laptop and others, will help the customers in a better way (Mazzarol 2015). The
following strategies can be helpful in enhancing the profitability of the Ecommerce business;
 Developing the Ecommerce search flexibility and usability
 Designing eye-catching personalized home page
 Using better product description with high quality picture
 Optimization of the shopping cart
There exist number of different e-business and every business has its unique vision,
based on which they decide their business policy and sales strategies. However, defining
the business sales cycle is necessary and it requires a deep market research. In addition,
the business managers need to optimise the search option and help the customers with
helpful product descriptions (Sharma and Lijuan 2015). Moreover, being upfront
regarding the shipping costs associated to each product will provide the customers an
acknowledgement about the product arrival; however, for dragging more customer
attention, the e-commerce owners must keep their shipping costs as minimal as possible.
Topic 4: E-Commerce Marketing and Advertising
Ecommerce marketing is one of the widely adopted Internet marketing strategy in
current days that relies on the already existing ecommerce market for promoting the
businesses’ product, service and brand name. However, the strategies and tactics used in the
traditional marketing might be applied into the current age ecommerce marketing, but with a
digital realm. Beginning with the providing emphasis to the organic traffic and improved
search engine optimization (SEO) to utilizing Google ads or Facebook to drive the targeted
traffic, the business owner can perform the Ecommerce marketing (Mohapatra 2013).

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The Ecommerce marketing can be identified as the phenomenon of driving towards
the advance version of marketing and providing higher sales opportunities. There exist
numerous methods for focusing on the Ecommerce marketing (Atazky et al. 2013).
Moreover, the current craze of Ecommerce marketing often includes a list of practices which
encourages the shoppers to navigate towards another ecommerce site. The below are some
most commonly adopted practices of ecommerce marketing:
 Market affiliation – The particular ecommerce site will utilize several banners,
advertises and other referrals from the recognized websites, which will help the user
in guiding about the business.
 SEO – Enhancement of the organic searches is always one best practice for the newly
emerging businesses. This is because the particular process can drive relevancy and
popularity at once.
 Email marketing – This is one important method for reaching out to the target
customers, by sending them promotions and offers.
Every kind of retailers involving the fabric wholesalers, furniture manufacturers clothing
stores, and technology companies relies on the e-commerce marketing. Sometimes, brick and
mortar store owners decide not to adopt the e-commerce websites (Gangeshwer 2013). Those
particular retailers are mostly less interested about expanding the businesses to a competitive
extent. However, for the business which want expansion in their business in a greater extent,
it is vital to build an effective Ecommerce website and adopt efficient marketing strategies.
Topic 5: Social, Mobile, and Local Marketing
Adoption of efficient promotion strategies is vital among all. Creating customer
awareness and acknowledgement for a particular product will impede the selling process.
Nowadays, social media has become the biggest platform for the promotion of any kind of

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products (Yadav and Rahman 2017). The social media strategies should align with the
content strategy. Moreover, the content creation from particular e-commerce website need to
be published as well as shared on the social media, as it boost the visibility and gather larger
audiences.
Meanwhile, the mobile marketing, is one online multi-channel marketing tactic that
concentrates on targeting a particular set of audience on their laptops, PCs, mobiles or any
devices by the websites (Niranjanamurthy et al. 2103). It involves every activities related to
designing implementing as well as execution of the market actions. However, generating
suitable content for the mobile devices is comparatively simpler. Implementation of mobile
marketing in case of Ecommerce will enhance the scope of the business by gathering
comparative larger number of customers.
On the other hand, the local marketing is another way of Ecommerce business promotion
and adopting appropriate strategy can add value to the Ecommerce business. There are
several methods for creating buzz around the community:
 Creating promotions, sales as well as coupons, which will be delivered by the social
media or email.
 Online announcement about hosting several local community event.
 Sponsoring the local club or camp
Reaching out to the existing local community and gathering idea for the online presence is
essential for promoting the business and maintaining its sustainability (Fan, Lau and Zhao
2015). Despite of the fact that adoption of; local market promotion will helpful in reaching
out to the individuals within a minimal radius; yet, it is efficient to drive the business upward.

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Topic 6: E-Commerce Retailing and Services
Electronic retailing (E-tailing) explains selling of the products by the help of internet.
E-tailing involves business-to-consumer (B2C) and business-to-business (B2B) sales. E-
tailing needs the organizations to train their business models so that it can cope with the
internet sales, which involves construction of the distribution channels, for example product
shipping centers, internet webpages and warehouses (Nisar and Prabhakar 2017). However,
effective distribution channels are essential for the electronic retailing as these are responsible
for making the products reach out to the customer.
However, one graceful e-tailing system needs strong branding. The websites that are
to be designed, needs to be regularly updated, easily navigable and engaging to meet the
consumer’s demands. In addition, the services and products need to be unique and integrated,
which will be helpful in gaining competitive advantages for the business. In addition to that,
concentrating on the customer feedback also helpful understanding the customer demand and
market needs, which in turn will improve the business reputation and increases the revenue
(Elbeltagi and Agag 2016).
In order to carry out the Ecommerce business it is necessary for the E-tailing owners
to have a strong distribution network. This will become beneficial for the consumers in
reducing their waiting time in purchasing the product. There exist numerous methods for
gathering money from online. However, both B2B as well as B2C organizations can earn as
well as enhance their annual revenue by selling their products via different subscription-based
models. Moreover, online advertising can be turnout to be the best promotional activity and
efficient enough to earn revenue. (Zhang et al. 2015).

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Reference
Abadir, E.E., Schock, R. and Maffett, I.D., AppMobi IPLC Inc, 2017. Secure distributed
single action payment authorization system. U.S. Patent 9,779,393.
Alotaibi, M.B., 2013. E-Commerce adoption in Saudi Arabia: an assessment of international,
regional and domestic web presence. International Journal of Information Technology and
Computer Science, 5(2), pp.42-56.
Atazky, R. and Barone, E., Bees and Pollen Ltd, 2013. Advertising and incentives over a
social network. U.S. Patent 8,560,385.
Elbeltagi, I. and Agag, G., 2016. E-retailing ethics and its impact on customer satisfaction
and repurchase intention: a cultural and commitment-trust theory perspective. Internet
Research, 26(1), pp.288-310.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Gangeshwer, D.K., 2013. E-commerce or Internet Marketing: A business Review from Indian
context. International Journal of u-and e-Service, Science and Technology, 6(6), pp.187-194.
Hajli, N., 2015. Social commerce constructs and consumer's intention to buy. International
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Isaac, J.T. and Sherali, Z., 2014. Secure mobile payment systems. IT Professional, 16(3),
pp.36-43.
Mazzarol, T., 2015. SMEs engagement with e-commerce, e-business and e-marketing. Small
enterprise research, 22(1), pp.79-90.

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McCarthy, J., Rowley, J., Jane Ashworth, C. and Pioch, E., 2014. Managing brand presence
through social media: the case of UK football clubs. Internet Research, 24(2), pp.181-204.
Mohapatra, S., 2013. E-commerce Strategy. In E-Commerce Strategy (pp. 155-171).
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Nisar, T.M. and Prabhakar, G., 2017. What factors determine e-satisfaction and consumer
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Trautman, L.J., 2015. E-Commerce, cyber, and electronic payment system risks: lessons from
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