Abstract
E-commerce is a business model that allows organizations to explore global markets. The objective of this study is to identify all the key points involved in e-commerce business, along with several sub-themes related to e-commerce, namely the concept of e-business and e-marketing. Next, it was noted that e-commerce could express the connections between many purchase actors but is mainly used through the B2C model. The adoption of e-commerce is linked to different internet techniques and tools, which has several advantages and risks. This study also highlights the connections of e-commerce with globalization, e-marketplaces, and platforms. Finally, the authors present the KPIs in terms of sales, marketing, and customer service that the e-sellers should take into account when they are defining the e-commerce strategy and the age segmentation criteria that must be used to create homogeneous groups of e-buyers.
TopDefinition Of E-Commerce, E-Business And E-Marketing
The spread of information systems and increasing access to the Internet has led many businesses to migrate to digital platforms. The prefix “e-” was added to well-known business terms, indicating that that word now relates to an electronic environment. Three of these terms should be clarified at the outset, given that some may consider them synonymous, when they are not: e-Business, e-Commerce and e-Marketing.
Pereira (2016) defined e-Business as a business model that consists of a set of processes and transactions that involve all systems of the company, through a digital platform. This form of business allows greater control of the company's activities because all transactions are monitored through that digital platform, but does not cover commercial transactions, being an exchange of values between the boundaries of the organization. Clarifying, Nogueira (2018) says that e-business can be defined as the online business, through the Internet, that allows supporting all processes involved in the business, such as organizational communication, cooperation and also the integration of all activities, the management of relationships with customers, suppliers and as well as with other stakeholders.
Key Terms in this Chapter
Digital Marketing: Is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Online Relationship: Is an integrative and multidimensional concept, such as relationship quality in an offline context.
Consumer Behavior Online: The study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer’s emotional, mental, and behavioral responses that precede or follow these activities in the online environment.
E-Commerce: The term electronic commerce (e-commerce) refers to a business model that allows companies and individuals to buy and sell goods and services over the Internet. E-commerce operates in four major market segments and can be conducted over computers, tablets, smartphones, and other smart devices.
5G: 5G is the 5th generation mobile network. It is a new global wireless standard after 1G, 2G, 3G, and 4G networks. 5G enables a new kind of network that is designed to connect virtually everyone and everything together including machines, objects, and devices.