E-Portfolio Project: E-Commerce Performance and Security

This e-portfolio project provides a comprehensive overview of key e-commerce concepts. It begins by discussing tools for improving website performance, including Google Analytics and web servers. The project then delves into the importance of security policies, procedures, and laws, along with popular e-commerce payment systems and crucial security threats. Further, it explores major B2B and B2C business models, outlining their components and characteristics. The project also covers digital commerce marketing and advertising strategies, highlighting website optimization, search engine marketing, and the characteristics of the internet audience. Finally, it examines location-based local marketing, mobile marketing campaigns, and social marketing processes, providing a holistic understanding of the e-commerce landscape.

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

1
E-PORTFOLIO
Week 3:
Tools that can improve website performance
There are several tools that are commonly utilized for the enhancement of the website
performance. The performance of any website is required to be monitored and maintained for
the improvement of the business. Some of the tools that are useful for the improvement of the
website performance are:
Google analytics: The google analytics is commonly referred as the free service of the
web analytics which performs the task of the providing of the statistics and the fundamental
tools for the search engine optimization and the purposes of the marketing. This particular
service has been made available to any individual with the Google account (Gunter and
Önder 2016). The features of the Google analytics includes the tools of the data visualization,
segmentation for the analysis of the subsets, custom reports and the email based
communication and the sharing (Sun, Strang and Firmin 2017).
Figure: Google analytics
Source: (Schootman et al. 2015)
Web server
The web server could be defined as the computer where majority of the web content
has been stored. Commonly the web server could be utilised for the hosting of the web sites

2
E-PORTFOLIO
but it has been observed that there are other web servers like the gaming, storage, email and
the FTP. The responding of the web server to the requests of the clients using either of the
two methods:
 Transmitting the file to client linked with requested URL
 Generating the response by the invoking of a script and then communicating with
the database
 When the client sends the request for any web page, there is the search for the web
server for that requested page if the requested page has been found then it would
immediately send that back to the client with the HTTP response.
 If that requested page has not been discovered, then the web server would send the
error code.
Application server
The application might be described as any software framework, which gives both
facilities for creation of any web application as well as the environment of any server
for extensive execution. The structures of any application servers includes the
inclusive model of the service layer. The application server includes the set of several
components which are accessible for the development of the software by the
utilisation of the basic API which could be defined for the respective platforms.
Week 4:
Importance of policies, procedures, and laws in creating security
Several information policies in the small businesses fail due to the fact that there is
inadequate consideration of the role of the people on the policies. It is not adequate to solely
focus on the information technology (Peltier 2016). The procedures must be strictly created
that respects the employees as there is the interaction with any other part of information

3
E-PORTFOLIO
system that are being used by the individuals (Kirchheimer 2015). The core step in the
implementation of the successful information policy is the ensuring that all the staff members
clearly understands the stages that are being considered along with the reasons for the
executing of those steps (Sennewald and Baillie 2015).
Figure: Policies and procedures for security
Source: (Sennewald and Baillie 2015)
Popular eCommerce payment system
The debit card includes the immense alternative for the credit card with similar to the
type of the security and the major reason why the debit cards are immensely used in the
present times is that the charge of the debit cards are immensely less. The credit cards are
also utilized by the common people for the execution of the transactions in eCommerce and
there is a high chance that the charges of the credit card could be significantly higher and this
is the reason why the credit cards are not so popular in recent times. PayPal has been popular
for the execution of the transactions in the modern business environments.
Crucial security threats
When the businesses are migrating to the eCommerce business types, there is the
introduction of the security threats that emerges from the use of the internet. The security

4
E-PORTFOLIO
threats that are present in the internet platforms are the threats of the data loss, hacking,
DDoS attacks and the insider threats. The data loss that could be caused by the hackers using
the unauthorized access in the system of the organization could steal the data and the damage
the organization severely. The DDoS attacks could damage the network of the organization of
the eCommerce and the website could be temporarily shutdown which would ultimately lead
to the loss of significant revenue.
Week 5:
Major B2B business models
Any eCommerce website following the model of the B2B business sells the products
of the company to any intermediate buyer who then sells the products to final customers of
the company. For example it could be considered that the wholesaler places the order from
the website of any company and afterwards the products has been received, the wholesales
then sells the endproduct to final customer who then comes for buying the product at retail
outlet of the wholesaler. The B2B identifies the both seller and the buyer as the business
entities (Anwar 2017). The B2B covers the vast number of the applications that enables the
business to create the relationships with the distributors, suppliers as well as the re-sellers.
The suppliers are invited to bid on the catalog of the product. In the intermediary oriented
market, any intermediary company manages the market place where the business buyers as
well as the sellers could perform the transaction among one another (Grewal et al. 2015).

5
E-PORTFOLIO
Figure: Business model of B2B
Source: (Grewal et al. 2015)
Components of the eCommerce business models
Some of the crucial components associated with the eCommerce business models has
been listed as:
The competitive environment denotes to any other competition that is faced while
selling the similar kinds of the products in any market and market could a factor in the
increasingly of the competition among the businesses.
The value proposition could be referred as the defining of the products by which the
requirements of the customer are met and the demands are easily fulfilled.
The market opportunity denotes to all the attempted market space of a business in the
market and the complete potential opportunities in the financial sector that could be available
to the firm in any specific market.

6
E-PORTFOLIO
B2C model of businesses
The companies that are operating using the B2C model can be categorized within the
five major categories which mainly includes the online intermediaries, models based on
community, models based on the advertising, models based on the fee and the direct sellers.
This model of the B2C can be considered as the immensely effective for any smaller
company in which the individual customers are not solely concerned with identification by
any consumer as the company and then the products are sold at majorly immensely
favourable prices. Every type are immensely distinct from any other company and there is the
comparison that is conducted within the models and this comparison could not be executed
easily.
Week 6:
Basic digital commerce marketing and advertising strategies and tools
There are several tools and the techniques for boosting the business of the
eCommerce organization. The advertising of the business is important for gaining the
required popularity for the business. It helps in attracting the customers from various
geographic locations (Mazzarol 2015). Some of the basic tools and the advertising strategies
includes the:
The web site could be considered as the major tool for the establishment of the initial
relationship with all the customers of the business. The search engine marketing and the
advertising provides the required opportunity to the firms for paying the search engines for
the inclusion in the index of the search engine and it helps in the receiving the assurance that
the firm would appear in results of the connected searches (Ryan 2016).
The displaying of the Ads are the promotional messages that are responded to by the
users by the clicking on banner and after that following the basics like the following that link

7
E-PORTFOLIO
to the description of the product or the offering (Chaffey and Ellis-Chadwick 2019). The ads
that are displayed includes the banner ads, video ads, rich media and the sponsorships.
Main characteristics of internet audience
Majority of the business in the eCommerce domains consider the demographic along
with the access as the important feature of any internet audience. It has been observed that all
the internet residents are gradually developing as increasingly diverse and the several groups
residing in the demographic locations are of significantly higher percentages of usage on the
online platform and the unique patterns of utilization exists among the various groups. The
total scope and the intensity of the utilization might be easily evaluated as crucial
characteristics. It has been observed that there are huge number of users who are accessing
the online platform and these users are increasingly exponentially in the modern business
environment that might help any organization in attracting the majority of the customers from
any competition.
Strategies for online marketing
There are several strategies for the execution of the secure online marketing that
include the possessing of significantly enhanced products, accurate design of the website and
the USP than any of the competition in the market. The operational utilization of search
engine optimization with the proper exploitation of the email marketing using the extensive
opt in email list would help the organization significantly. The conversion rate optimization
could be easily utilized of as this strategy could be immensely effective for the proper
marketing campaigns of the businesses in the eCommerce domains. Some of the companies
utilize the web analytics for accurate measurement of complete effectiveness of internet
campaigns of the marketing.

8
E-PORTFOLIO
Week 7:
Capabilities of location-based local marketing
The strategy of the location based marketing is not a new prospect in the business
environment (Fan, Lau and Zhao 2015). For a long period of time, the marketers are being
able to contact the target audience at the accurate time and the place (Athreye, Batsakis and
Singh 2016). As operative as the location based marketing is, some of the businesses are still
in the dilemma whether this strategy is accurate for the business or not. Some of the
capabilities of the location based marketing could be categorised and the:
Reaching the customers during the time when they are receptive: With the help of the
location based marketing, the company or the individuals gains the ability of engaging with
the people with the services or the products during the time when it is required the most
(Buhalis and Foerste 2015).
Crucial elements of any mobile marketing campaigns
The mobile marketing could be considered as the marketing methods of the marketing
where the messages are provided to the people who have selected the option of receiving the
messages regarding the advertisements of the eCommerce businesses. it has been discovered
that the campaigns of marketing that are successful for the marketing using the mobile
provides any customers with advanced experience in the shopping, which makes any
customer to visit that website for the transaction again. The common nature of any mobile
device requires the accurate and the increasingly focussed delivery of majority of the content.
Campaigns of any mobile marketing needs major engaging of readers on majority of the
personal basis.

9
E-PORTFOLIO
Process of social marketing
The program of the social marketing includes at the core of the program the
requirements and the wishes of any customers in the markets. This approach of social
marketing majorly differs from any of the conventional forms of the marketing. The
programs have been accurately determined by the utilisation of the marketing research that is
majorly focussed on all the learning and the increasingly it focuses on the target audience of
any business and then perform the determining of the potential of the thinking, feeling and
the behaviour of the consumers connected to all the issues, which could be easily addressed
by this program.
Week 8:
Popular trends in the industry of the online travel services
The eCommerce sites that are placed in the travel services are discovered to be easily
performing the task of the identification of major problems in the business process and then
the implementation of the solution for the problem was done as soon as possible for the
elimination of the key issues in the working of the business. There was the severe issue of the
passengers could not able to perform the transaction easily using the conventional methods of
booking. The airline services companies introduced the use of the websites for allowing the
use of the booking services and get their ticket easily.
Business models of the on-demand service companies
In the present times, there are several on demand companies who offers the on-
demand online learning, the grocery shopping and the delivery along with the freelance,
hotels and the courier services. (Matias and Rao 2015). The customers in the present times
desire all the major things within their reach. The business model of the on-demand economy
is commonly referred as the aggregator business model because of the fact that the majority

10
E-PORTFOLIO
of companies selects this kind of the business model for the start-up (Kamargianni and
Matyas 2017). This marketplace model majorly differs from the aggregator business model
due to the fact that the brand solely acts as the platform for the buyers and the sellers for the
trading (De Jong and van Dijk 2015).
Issues faced by the various kinds of the online retailers
While the businesses are implementing the eCommerce methods for the executing of
the business there are several kinds of the issues that are faced by the retailers. Some of the
common issues of the retailers are:
Analysis of the competitors is extensive and difficult for the retailers to execute.
When the businesses are executing their business in the present business conditions, there is
the issues of the accurate analysis of the consumers for gaining the efficient analysis of the
capabilities of the competitors and predict the future conditions of the business. It is
commonly useful for the determining of the strategies of the retailers and gain advantage in
the market.

11
E-PORTFOLIO
References
Anwar, S.T., 2017. Alibaba: Entrepreneurial growth and global expansion in B2B/B2C
markets. Journal of International Entrepreneurship, 15(4), pp.366-389.
Athreye, S., Batsakis, G. and Singh, S., 2016. Local, global, and internal knowledge sourcing:
The trilemma of foreign-based R&D subsidiaries. Journal of Business Research, 69(12),
pp.5694-5702.
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering
co-creation of value. Journal of Destination Marketing & Management, 4(3), pp.151-161.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
De Jong, M. and van Dijk, M., 2015. Disrupting beliefs: A new approach to business-model
innovation. McKinsey Quarterly, 3, pp.66-75.
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.
Grewal, R., Lilien, G.L., Bharadwaj, S., Jindal, P., Kayande, U., Lusch, R.F., Mantrala, M.,
Palmatier, R.W., Rindfleisch, A., Scheer, L.K. and Spekman, R., 2015. Business-to-business
buying: Challenges and opportunities. Customer needs and Solutions, 2(3), pp.193-208.
Gunter, U. and Önder, I., 2016. Forecasting city arrivals with Google Analytics. Annals of
Tourism Research, 61, pp.199-212.
Kamargianni, M. and Matyas, M., 2017. The business ecosystem of mobility-as-a-service.
In transportation research board (Vol. 96). Transportation Research Board.
Kirchheimer, O., 2015. Political justice: the use of legal procedure for political ends (Vol.
2303). Princeton University Press.

12
E-PORTFOLIO
Matias, E. and Rao, B., 2015, August. 3D printing: On its historical evolution and the
implications for business. In 2015 Portland International Conference on Management of
Engineering and Technology (PICMET) (pp. 551-558). IEEE.
Mazzarol, T., 2015. SMEs engagement with e-commerce, e-business and e-marketing. Small
enterprise research, 22(1), pp.79-90.
Möller, K. and Parvinen, P., 2015. An impact-oriented implementation approach in business
marketing research: Introduction to the Special Issue on “Implementing Strategies and
Theories of B2B Marketing and Sales Management”. Industrial Marketing Management, 45,
pp.3-11.
Peltier, T.R., 2016. Information Security Policies, Procedures, and Standards: guidelines for
effective information security management. Auerbach Publications.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Sennewald, C.A. and Baillie, C., 2015. Effective security management. Butterworth-
Heinemann.
Sun, Z., Strang, K. and Firmin, S., 2017. Business analytics-based enterprise information
systems. Journal of Computer Information Systems, 57(2), pp.169-178.