ECMARK MAN

LEGAL
E-Commerce and Internet Marketing
Instructor: Ms. Maria Cecilia A. David
AGE
Adapted from: PowerPoint / Lecture / Book
Angeles University Foundation MENT
A.Y. ’23 - ‘24

Business-to-Consumer (B2C)
COURSE OUTLINE MIDTERMS
Involves transactions between businesses and individual
I. Introduction to E-Commerce, Models, and consumers. It is the most common form of E-commerce
Business Concepts and includes online retail, services, and content delivery
II. Building an E-Commerce Presence
to end-users.
M1: Introduction to E-Commerce, Models, and
Example: Amazon is a prominent B2C platform,
Business Concepts
allowing individual consumers to purchase a wide
range of products online.
Introduction
Business-to-Business (B2B)
With the advent of advanced information technology, the
way businesses operate has undergone an
Involves transactions between businesses. It includes the
unprecedented metamorphosis, giving birth to what we
exchange of goods and services, often in large quantities,
know as “Digital Transformation.” Today, it is no longer between companies as part of their regular business
“business as usual.”
operations.
What is E-Commerce?
Example: Alibaba is a notable B2B platform,
connecting businesses globally for wholesale
As described by renowned author and e-commerce
transactions.
expert Kenneth C. Laudon, e-commerce refers to the
conduct of business activities – such as buying and
Consumer-to-Consumer (C2C)
selling of goods and services – over electronic systems,
primarily the Internet. Involves transactions between individual consumers. It
enables individuals to sell products or services directly to
It involves…
other individuals through online platforms.
• Online transactions
• Electronic data interchange Example: eBay is a well-known C2C platform
• Automated processes where individuals can buy and sell used or new
items to each other.
…that facilitate commercial interactions between
businesses, consumers, and other stakeholders in the Consumer-to-Business (C2B)
digital environment.
Involves individual consumers selling products or services
E-commerce encompasses various models, including to businesses. This model is often seen in freelancing or
Business-to-Consumer (B2C), Business-to-Business when individuals license their content to companies.
(B2B), and other emerging forms, revolutionizing
traditional commerce through technological Example: platforms like Upwork and Fiverr
advancements and global connectivity. enable individual freelancers to offer their
services to businesses seeking specific skills.
What is E-Business?
Government-to-Consumer (G2C)
E-business, or electronic business, is a broader concept
that goes beyond just buying and selling goods online. Involves transactions between government entities and
individual consumers. It includes online government
It encompasses the entire spectrum of business activities services, such as tax payments, license renewals, and
conducted electronically, including not only commerce but online applications.
also aspects like:
Example: online portals for paying taxes or
• Customer relationship management renewing driver’s licenses are instances of G2C
• Supply chain management E-commerce.
• Internal processes like human resources and
finance Government-to-Business (G2B)

E-business represents a holistic approach to utilizing Involves transactions between government entities and
digital technologies to enhance overall business businesses. It includes business interacting with
operations, efficiency, and collaboration. government agencies for permits, licenses, or regulatory
compliance.
Major Types of E-Commerce
Example: online platforms for businesses to
1. Business-to-Consumer (B2C) apply for permits or comply with government
2. Business-to-Business (B2B) regulations fall under G2B E-commerce.
3. Consumer-to-Consumer (C2C)
4. Consumer-to-Business (C2B) Journey Through E-Commerce Evolution
5. Government-to-Consumer (G2C)
6. Government-to-Business (G2B) The historical overview of E-commerce involves tracing
the development and progression of electronic commerce
over time. This includes understanding its origins, early
implementations, and how it has evolved into the
sophisticated digital landscape we have today.

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1995 – AMAZON LAUNCH UX – companies like Apple prioritize intuitive navigation

and visually appealing interfaces to enhance the overall
Amazon, founded by Jeff Bezos, started as an online user experience for their online stores.
bookstore but quickly expanded into a diverse e-
commerce giant. Strategic Approaches

1998 – PAYPAL LAUNCH 1. Content Marketing Strategy – a strategic

approach could involve implementing a content
The introduction of online payment systems like PayPal marketing strategy to create valuable and
facilitated secure online transactions. relevant content that attracts and engages the
target audience. This content could include blog
2007 – INTRODUCTION OF THE IPHONE posts, videos, and social media updates.

2. Dynamic Pricing – some E-commerce platforms

Mobile technology transformed E-commerce, enabling
use dynamic pricing strategies, adjusting product
users to shop anytime, anywhere.
prices based on market demand, competitor
pricing, or other factors. Airlines, for example,
Pervasive Impact
often use dynamic pricing for ticket sales.
E-commerce has revolutionized how businesses operate,
Market Trends and Innovations
shifting from traditional brick-and-mortar models to
omnichannel strategies.
1. Mobile Commerce (M-Commerce) – with the
increasing use of smartphones, mobile
The convenience of online shopping has changed
commerce has become a significant trend. E-
consumer expectations, and businesses now leverage
commerce platforms optimize their websites and
data analytics, AI, and digital marketing to enhance
create dedicated mobile apps to cater to users
customer experiences and stay competitive.
who prefer shopping on their mobile devices.
Building Blocks of Successful Digital Ventures
2. Augmented Reality (AR) in E-commerce –
innovations like AR are transforming the online
Website and Online Presence
shopping experience. For example, furniture
• The website and online presence are
retailers may use AR to allow customers to
fundamental components of a successful digital
visualize how a piece of furniture would look in
venture. This includes the design, functionality,
their homes before making a purchase.
and content of a company’s website, as well as
its visibility and engagement across various
Pervasive Impact
online channels.
This transformation has consequently led to businesses
Example: Amazon and Nike
rewriting their rules, thus changing the traditional
paradigm of marketing management.
Payment Systems
• Refer to the methods and processes through
1. Strategic shift in business model – the first
which customers make transactions on digital
prominent impact of digital transformation is the
platforms. This involves secure and convenient strategic shift in the business model.
payment gateways that facilitate online Organizations are pressured to adopt new
purchases. technologies to remain competitive in the market.
Example: PayPal 2. Operational efficiency – another significant
aftermath of digital transformation is the
Logistics and Delivery operational efficiency it brings. The use of digital
• Crucial for the physical aspect of E-commerce. tools and technologies like automating workflows,
This involves the processes and systems for managing data through analytics, and artificial
managing inventory, order fulfillment, and the intelligence has enabled companies to streamline
efficient delivery of products to customers. their processes.
Example: FedEx 3. Customer-centric approach – traditional
business models often put the product at the
Customer Support center. It empowers businesses to collect,
• The provision of assistance and service to analyze, and utilize data to understand customer
customers before, during, and after a purchase. behavior and preferences better.
In the digital realm, this often involves online
communication channels and responsive support 4. Innovation capacity – it permits them to
systems. experiment with new techniques and strategies. It
cultivates an environment of continuous learning
Example: Zendesk and Apple Support and adaptation, where organizations can rapidly
iterate and refine their strategies based on the
E-Commerce Key Business Concepts and Strategies insights derived from their digital initiatives.
Core Concepts (e.g., SEO, UX) 5. Enhanced decision making – the abundant
availability of data and advanced analytics give
Core concepts in E-commerce refer to fundamental executives richer insights into business
principles and practices that are essential for the happenings. It provides both a broader and
successful operation and visibility of an online business. deeper understanding enabling executives to
This includes concepts such as Search Engine make informed, solid, data-driven decisions.
Optimization (SEO) to enhance online visibility and User
Experience (UX) to optimize website usability.

SEO – “trendy fashion” keyword for a clothing retailer

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M2: Building an E-Commerce Presence: Web Sites, 5. Eastern Communications – provides internet,
Mobile Sites and Applications, the Internet, Web and data, and telecommunications services primarily
Mobile Platform for businesses.

Origins of the Internet 6. DITO Telecommunity – a newer player in the

market, offering mobile and broadband services.
The internet originated from Advanced Research Projects
Agency “ARPA(NET)”, a project initiated by the U.S. Limitations of Today’s Internet and Potential Capabilities
Department of Defense in the late 1960s, aimed at of Internet in the Future
creating a network for military and research purposes. It
evolved into the modern internet, connecting millions of Bandwidth constraints, security vulnerabilities, and
devices worldwide. scalability challenges are among the limitations of the
current internet. Future developments such as 5G
ARPANET’s first successful message transmission technology, Internet of Things (IoT), and quantum
between two computers in 1969 marked the birth of the computing hold promise for overcoming these limitations
Internet. and enhancing internet capabilities.

Key Technology Concept Behind the Internet Example:

5G networks offer faster data speeds and lower latency,
The TCP/IP protocol (Transmission Control enabling seamless streaming, gaming, and IoT
Protocol/Internet Protocol) serves as the foundation for applications. Quantum computing holds potential for
data transmission across the internet. It enables devices solving complex problems and advancing cybersecurity
to communicate with each other by breaking data into measures.
packets and routing them to their destination.
The Web, Web Features, and Services Support for E-
When you access a website, TCP/IP ensures that data Commerce
packets containing web page content are transmitted and
received correctly, allowing you to view the site in your World Wide Web (WWW)
browser. - A system of interconnected web pages
accessible via the internet. Web features such as
Apps like Amazon and eBay leverage mobile platforms to hyperlinks, multimedia content, and interactive
offer convenient shopping experiences, while cloud- elements support e-commerce by enhancing user
based services like Amazon Web Services (AWS) host e- engagement and facilitating online transactions.
commerce websites securely and efficiently.
- E-commerce websites like Shopify (US), Shopee,
Definition – Internet protocols (HTTP, HTTPS, FTP, Zalora, etc. utilize web features such as product
etc.) define rules for transmitting data over the internet, catalogs, shopping carts, and secure payment
while utility programs (web browsers, email clients) gateways to enable online shopping.
facilitate various online activities such as web browsing,
file transfer, and email communication. Impact of M-Commerce Applications and Steps in
Developing E-Commerce Presence
Examples:
Mobile Commerce (M-Commerce)
• HTTP (Hypertext Transfer Protocol) – is used - Refers to the buying and selling of goods and
for transmitting web page data. services through mobile devices. Developing an
e-commerce presence for mobile platforms
• HTTPS (Hypertext Transfer Protocol Secure) involves optimizing websites for mobile
– encrypts data for secure online transactions. responsiveness, developing mobile apps, and
implementing mobile-friendly features.
• FTP (File Transfer Protocol) – allows users to
upload and download files. Examples: Starbucks, Grab, Nike

Internet Service Providers (ISPs) Choosing E-Commerce Hardware and Software

The internet comprises a global network infrastructure E-commerce hardware includes servers, POS systems,
interconnected through internet service providers (ISPs), and networking equipment, while e-commerce software
data centers, and network nodes This structure enables encompasses platforms, content management systems
data transmission and communication between devices (CMS), and payment gateways. Choosing the right
worldwide. hardware and software is essential for building a secure,
scalable, and user-friendly e-commerce infrastructure.
ISPs in the Philippines
Examples:
1. PLDT (Philippine Long Distance Telephone Hardware solutions like dedicated servers and POS
Company) – one of the largest terminals provide reliable performance and data security
telecommunications and ISP providers in the for e-commerce operations, while software platforms like
Philippines. Shopify, Zalora, and Nike offer customizable e-commerce
solutions tailored to business needs.
2. Globe Telecom – another major player in the
Philippine telecommunications industry, providing Considerations in Developing Mobile Websites and
both mobile and fixed-line broadband services. Building Mobile Applications

3. Converge ICT Solutions – known for offering This involves optimizing website design, layout, and
high-speed fiber internet services in select areas functionality for seamless viewing and navigation on
across the Philippines. mobile devices. Building mobile applications requires
choosing the right development framework, designing
4. Sky Cable Corporation – offers cable TV, user-friendly interfaces, and integrating mobile-specific
broadband internet, and digital cable services. features.

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Steps in Developing Mobile Websites

1. Define Goals and Audience

2. Research and Planning
3. Choose a Mobile-Friendly Design Approach
4. Select a Development Platform
5. Design and Development
6. Testing
7. Optimization
8. Launch and Promotion
9. Maintenance and Updates

Security and Trust in E-Commerce

Security measures such as SSL encryption, two-factor

authentication, and PCI compliance are essential for
safeguarding e-commerce transactions and protecting
sensitive customer data. Building trust with customers
involves providing secure payment options, transparent
policies, and reliable customer support.

SSL encryption is like a secret code used when your web

browser talks to a website. It scrambles the information
sent between them so that if someone tries to snoop, they
can’t understand it. It’s like sending a message in a locked
box – only the website can unlock it with a special key.

Marketing and Promotion Strategies

Digital marketing strategies such as search engine

optimization (SEO), search engine marketing (SEM) and
social media marketing (SMM) are crucial for promoting
e-commerce businesses, driving website traffic, and
increasing sales.

SEO techniques such as keyword optimization, content

marketing, and backlink building improve website visibility
and organic search rankings, while SEM campaigns like
Google Ads target relevant keywords and demographics
to attract potential customers.

SMM platforms like Facebook, Instagram, and Twitter (X)

enable businesses to engage with their audience, share
product updates, and run targeted ad campaigns to boost
brand awareness and sales.

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