COIT20250 E-Business Systems E-Portfolio: Term 2, 2018

This e-portfolio provides a comprehensive overview of key concepts in e-business systems, covering topics such as building an e-business commerce, e-commerce security and payment systems, e-commerce business strategies, e-commerce marketing and advertising, social, mobile, and local marketing, and e-commerce services and retailing. Each section includes insights into the strategies and technologies used in today's digital marketplace, supported by relevant research and examples. The portfolio highlights the importance of security measures, effective marketing techniques, and adapting to evolving consumer behaviors in the online environment. This resource is ideal for students seeking a detailed understanding of the multifaceted nature of e-business and its practical applications.

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

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Table of Contents
E-Portfolio 1...................................................................................................................2
Building an E-business commerce.............................................................................2
E-Portfolio 2...................................................................................................................3
E-Commerce security and payment systems..............................................................3
E-Portfolio 3...................................................................................................................5
E-commerce business strategies.................................................................................5
E-Portfolio 4...................................................................................................................7
E-Commerce marketing and advertising....................................................................7
E-Portfolio 5...................................................................................................................9
Social, Mobile, and Local Marketing.........................................................................9
E-Portfolio 6.................................................................................................................10
E-commerce Services and Retailing........................................................................10

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E-Portfolio 1
Building an E-business commerce
The most efficient and effective way for doing business in this modern era is with the
help of internet and computer technology. The internet provides a vast platform for all kinds
of business to flourish and make profit. E-commerce refers to the process of selling and
buying things online and E-business is the process of taking part in various kinds of activities
that a business can participate in for making profit (Barnes and Hunt 2013). E-business and
E-commerce helps a company to spread its business to new markets, increase the sales by
reaching new market and customers. E-commerce has become enormously feasible for
business and very appropriate for consumers. Selling and purchasing has become easy for
consumers and producers with the introduction of E-commerce because of the introduction of
various security plans and topologies (Huang and Benyoucef 2013). The internet marketing
strategies involved in building a successful business over the internet are advertising,
promotion, public relations and sales. The product is made aware to the customers and
potential clients with the help of advertising. But for marketing over the internet, it acts as
means for finding new methods to manage traffic, or visitors to the website. This type of
advertising takes place in various forms: links attached on other websites, banner ads, and
PPC (pay-per-click) ads. The second step involves the promotion of the website to stay in
touch with the customer needs and demands. This is the method of keeping the company,
services, or products in the knowledge of the customers. This generates the demand of the
products. Promotion includes advertising as well as public relations, publicity, and sales.
Promotion is generally done using sales efforts, proposing a free information product, press
issues, or writing directed email campaigns and some of the promotion is done offline
(Mazzarol 2015). Public relations establishment is the next step involved in building a
successful online business. Public relations helps in establishing brand image of the company,

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create good relation with the public. The foremost important thing to do for creating good
relations with the public is to create a website that reaches out to the customers and makes a
good impression. It also involves representation of the organisation in the media. It is
required to reach out to the press and notify the press of the strengths and interests of the
organisation in a way that makes the best impact. This is also necessary to clarify the answers
and doubts about the products and services of the organisation. Sales is the process of
agreeing on terms, locating and informing of the products to the customers. It is required for
an online organisation to help the customers finding the company. Actively marketing the
company, services and the products to reach the customers is the effective method to make
sales. The basic strategies involved in successful establishment of a company are:
1. Determining the measurable goals of the strategies.
2. Establishment of a calendar and the milestones that are to be reached.
3. Decision of the quantitative and qualitative goals (Chaffey 2015).
Figure 1: (E BUSINESS BUILDING STRATEGIES)
(Source: Mazzarol 2015 )

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E-Portfolio 2
E-Commerce security and payment systems
The protection and securing of assets involved in the e-commerce of a company from
unauthorised users is known as e-commerce security. Common security threats involved in e-
commerce are phishing threats, data misuse, money thefts, credit card frauds, unprotected
services and hacking (Laudon and Traver 2013). Inaccurate management creates the way for
major security threats in an e-commerce business. If poor quality antiviruses are installed in
the system then it can be a cause for security breaches. One more security threat is the threat
of price manipulation. Price manipulation allows an unauthorised user to install or slide a
significant lower prices into the URL and steal all the data. Another kind of e-commerce
threat is snowshoe spam. Snowshoe spam is a spam that is sent by a user and not by any
system. These kinds of spams are very difficult for the anti-spam software to detect and
protect the system from these kinds of spams. The most harmful threat for a e-commerce
website is the threat of malicious codes (Niranjanamurthy and Chahar 2013). This type of
threat generally involves worms, viruses and Trojan horses. Viruses are codes that corrupt the
files on a website and damage the normal working state of a computer. Worms are directly
placed through the internet and it can affect millions of systems in a small period of time.
Trojan horses are the programming codes with destructive functions. These types of codes
sneaks into the system when a user downloads something from the internet. E-Commerce
security states the principles with the help of which, safe transactions are carried out in the
electronic platform, allows selling and buying of services and goods over the internet using
safety protocols that are placed to ensure safety and security of the transactions. Some of the
basics of eCommerce security are Privacy, integrity, authentication and non-repudiation.
Privacy involves the situation in which, there is no sharing of information with unauthorised
users and parties. When a transaction is carried out by any user, there should complete

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privacy to the personal details, which is only shared with the seller with whom the transaction
takes place. E-Commerce sites are responsible for providing minimum encryption, protection
from viruses and firewalls to protect the details of bank of the users and credit card details of
the users. The idea of integrity is one of the important as it provides the guarantee that none
of the data that is shared online are altered in any ways. It states that unchanged data are
included in a secure transaction and the e-commerce business is only using what was only
entered in the internet site by a buyer. Authentication is very important while conducting
business online as it proves that the company that is selling is real, the authenticity of the
products are determined and a sale will take place as it has been described online (Turban et
al. 2017). A proof of identification is also required so that a merchant can feel secured about
a sale. Additional credit card PINs and customer logins and passwords are the solutions to
provide authenticity to an online transaction. The commonly used online payment systems
are bank payments, PayPal, Paymentwall, Google Wallet, Wallets for Mobile Money,
Braintree and Stripe (Zhou 2013).
Figure 2: (E-COMMERCE SECURITY)
(Source: Laudon and Traver 2013)

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E-Portfolio 3
E-commerce business strategies
Some of the basic strategies involved in enhancing the online services of a merchant,
opening new markets and increasing profits are:
1. expansion into international markets: with the propagation of computer systems
and internet technology, consumers all across the globe has an access to the products that
were very hard to procure in the past as these products are not local or regional. The major
keys for successful eCommerce internationally are Fraud Detection and Handling, Legal and
Regulatory Issues and Currency Concerns. Frauds can turn out to be costly, and the
reputation with the customers can be damaged. The most effective way to protect a business
from payment fraud is by using payment processor, which has capabilities of strong fraud
management and it also has an ability to make risk scoring on foreign transactions (Fang).
The company has to meet the local regulations of the countries they are trying to conduct
business. These laws includes handling returns, payment processing, reporting of transactions
and collection of Value Added Taxes. As it is not possible for merchants to be expert in laws
and regulations of every country, the merchants depend on global payment processors, which
are capable of processing payments all over the world (Fang et al. 2014).
2. Offering more methods of payment to more consumers: the key factor in a
online transaction is the payment process. In all shopping environments, consumers places a
higher value on choices, security and convenience. The shoppers in online platform want
greater flexibility on decision of the payment method at checkout. There is an increase in the
value of average order when a customers has a variety of payment options as they offer the
customers entrance to some additional credit sources. The reduction of total cost of payments
is provided as some new opportunites are offered by some extra payment choices. Lower

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transaction charges than credit and debit are incurred by some payment choices and
merchants have the opportunity for optimization of their payment mix by encouraging online
shoppers to use lower cost payment mechanisms (Savrul, Incekara and Sener 2014).
3. Protection of eCommerce bottom line: the threat of online fraud costs huge
capitals for the merchants. Back-office and costs of personnel, which are associated with
online fraud management are continuing to grow. Fraud detection at the time of checkout is
very important to provide security to the details of the customers. Obtaining authorization
from card association is included in high level fraud processing. Purchase habits and the
patterns of shopping of the shoppers needs to be examined regularly for any abnormalities.
Large online merchants employ security of sizeable amount and technical employees for
fighting frauds, develop and implement of outside expertise for detection of fraud and
programs for prevent fraud (Veit et al. 2014).
4. Leveraging the intelligence of business: online businesses has the ability to
collect thorough information of the visiting frequency of the customers. The merchants of
online business can monitor the products that an individual purchase, view the information of
the pages that they visit, time duration that is spent on a website and the regularity of the
customers of abandoning shopping carts. Payment processors offers a wide range of business
analytic tools and reporting. It enables the merchants to leverage some powerful capabilities,
which includes dashboard reporting, Key Performance Reporting (KPI), transaction query,
chargeback analysis, return analysis, interchange analysis and payment method analysis
(Scarborough 2016).

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Figure 3: (E-COMMERCE BUSINESS STRATEGIES)
(Source: Savrul, Incekara and Sener 2014)
E-Portfolio 4
E-Commerce marketing and advertising
Ecommerce marketing is the method of increasing sales with the help of awareness
raising about a brand in the online store and the offerings of the product. Some of the
ecommerce marketing channels involved are
1. Pay-per-click advertising (PPC): an effective campaign includes strategic bidding
of the keywords or the phrases used in the creation of ads. Search engines make revenue on a
per-click basis, while imprints are determined with the help of query of user search (Shim et
al. 2013).
2. Search engine marketing (SEM): this refers to professional advertising campaigns.
This is used by the marketers for describing all the paid and organic efforts. It is also used for

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describing efforts on the Google’s Adwords platform and all paid platform on some other
search engines like Bing (Mittal 2013).
3. Search engine optimisation (SEO): SEO traffic creates unpaid, organic results
across some search engines such as Yahoo and Google. A successful SEO is combined with
adherence with best practices on product level in tandem along with creation of content,
inbound links, engagement on social media and some other factors, which are taken into
contemplation by the algorithms of search engines.
4. Display advertising: this refers to the advertising using sidebars, banners and some
other predominant graphic advertisements which appears on various other websites. These ad
are facilitated by ad networks like Google Display Network (Jahanshahi, Zhang and Brem
2013).
5. Affiliate marketing: the reviews, testimonials and comparisons and reviews are
leveraged using affiliate marketing for driving traffic to a website of online retailer. For
receiving set commission for denoted sales, traffic is received from some above channels and
loyal following is sustained.
eCommerce advertising is generally conducted using online media and other various
paid websites. Some of the popular used methods of eCommerce advertising are:
a. PPC (pay-per-view): This advertising method enables the merchants to
advertise on other websites and among various search results. When a visitor
visits the website and clicks on the ad, then the visitor is directed to that
specific website and the merchant is charged. The merchants pay significant
amount of money to post their ad of on some other website and higher the bid,
higher the position of the ad in the website of the search results page.

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b. CPM (cost per mile): in this type of advertising, the merchant is charged on
the basis of the display of the ad on the website and not on the basis of the
frequency of visitors clicking on the ad. It is often used for creating awareness
or building brands or introduction of new concepts.
c. Advertising on Facebook: Facebook allows to create both PPC and CPM
advertisements, which are intended to target individuals on the basis of data
that they have provided about individuals. Facebook creates a more targeted
advertising environment. The social media interface makes the ads more
particular (Chen et al. 2015).
d. Advertisement on Youtube: the methods for advertisement on youtube
includes ads in branded video channel, videos promoted by youtube, ads
embedded in youtube video. With the help of advertisement on a branded
channel in youtube, merchants can post contents that are targeted to engage
consumers and direct traffic to the website of the merchant. It creates the
option to post ads, videos, or any other content related to the website of the
merchant.
Figure 4: (E-COMMERCE MARKETING)
(Source: Mittal 2013)

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E-Portfolio 5
Social, Mobile, and Local Marketing
Social marketing: as consumers are socially connected using technology, it is easier
for the customers to transmit and receive information easily and more instantaneously.
Consumers do not tend to look at the brands before buying a product, they rather take
consultancy from any third party source and other sources from the social media networks.
Creation of fan base and a high level of trust needs to be established with the fans and
followers for effective utilizing the marketing in social media. After this step is successfully
achieved, concrete goals for evaluation of the social media program needs to be conceived
and effective methods need for measuring these goals need to be built (Fulgoni 2015).
Mobile marketing: the technological advances that allows the consumers to shop on
the smart mobile devices created more mobility of the consumers. This kind of marketing is
growing at an exponential rate. This term refers to the marketing that is targeted at the cell
phones, tablets and smartphones. Some of the common methods used in mobile marketing
used are:
1. SMS and MMS messaging: the merchants of a ecommerce business can contact the
customers through text messages and multimedia messages. This method can be
implemented by using text message software.
2. marketing on mobile search and in applications: the method of displaying the ads of
the website on the mobile applications and alongside the search results on the searches that
are conducted on the mobile phones. This method can be implemented using Google
Adowords, Admob, Cellit (Lamberton and Stephen 2016.).