E-Commerce: E-Commerce FundamentalsTitle: E-Commerce: E-Commerce FundamentalsCourse material - knowledge required - for certificationCopyright 2018 eMarketing InstituteWeb: www.emarketinginstitute.orgContact useMarketing Institutec/o Web Media ApSTove Maës Vej 7, Valby, CopenhagenDenmarkVAT ID: DK 3531871301Email: [email protected]

1. Introduction . 10Buyers and sellers . 10E-commerce . 11E-commerce statistics . 122. What Is E-commerce? . 16What is e-commerce? . 16The history of e-commerce . 18How to get started? . 193. Creating a Business Plan . 22What is a business plan? . 22Essentials . 23Business name . 23Your website . 24Logo. 25Product information . 26Product to sell . 26Place to sell . 27Investment . 28Web domain. 28Hosting . 28Technical support. 29Product related costs . 29Other things in the business plan . 30Predicting profit . 30Pricing . 30Special offers . 31Plan for promotion. 31Determining goals . 33Benefits of having a business plan . 343

Organization. 34Time management . 34Asset distribution . 34Unified approach . 34How to use a business plan? . 354. Legal Guide for E-commerce . 37Trademark registration . 37Terms of use . 38Refund policy. 40Privacy policy. 415. Having an E-commerce Website . 45Website . 45Store . 46Product information . 46Product name. 46Product image . 46Product description. 47Buttons and fields . 48Order information . 49Shopping cart . 50Hosted shopping cart . 50Licensed shopping cart . 50Shopping cart abandonment . 50Shipping . 53Shipping yourself. 54Fulfillment warehouse . 54Drop shipping . 54Payment gateway . 554

Website security. 57PCI standards . 57SSL certificate . 576. Choosing an E-commerce Platform . 59Shopify. 59BigCommerce . 60Magento . 61WooCommerce . 63Volusion. 657. How to Promote Your Business . 69Leverage the power of Facebook . 69Facebook profile . 69Facebook group . 69Facebook page . 70Facebook ads . 71Spread the news on Twitter . 71Network on Pinterest . 73Explore the power of video . 74Embrace the world of social media. 75Get on Google . 76Check your website again . 77SEO . 77Website analytics . 78Mobile-friendliness . 78Write a blog post . 78Share on your blog . 78Write a guest post. 78Interview an influencer . 795

Start building your mailing list . 798. Strategies to Increase Sales . 82Social media marketing . 82Choose the networks . 82Create a plan . 82Be active on social media. 83Explore paid options . 84Analyze the performance. 85Email marketing . 85Subscribers . 86Customers . 86Analyze the abandoned cart . 879. E-commerce SEO . 90Keyword research . 90Site structure . 91Structure . 91Friendly URLs. 92Internal links . 93Structured data markup helper . 93On-site SEO. 94Title tag . 94Product pages . 95User-generated content. 99Site search . 101Link building for e-commerce . 102Influencer outreach . 102Partnership. 102Affiliate marketing . 10310. Common Issues with E-commerce SEO . 1056

Duplicate content . 105Noindex tag . 105Canonical tag. 105Content. 106Pagination . 106Series . 107Load more . 107Scrolling. 107Site speed . 10711. Mobile SEO for E-commerce . 110Have a mobile-friendly configuration . 110Increase site speed . 111Video format . 111Design with mobile users in mind . 11212. Exploring Online Marketplaces . 115What is an online marketplace? . 115Online marketplace vs. e-commerce website. 116Hosting . 116Payment . 116Competition . 117Customers . 117Selling on Amazon . 117What to sell? . 118How to start? . 119Shipping and getting paid . 121Selling on eBay . 121Start selling . 122An eBay store . 1237

Other marketplaces. 12513. Understanding Customers. 128Types of customers . 128Target group . 129Potential customers . 129First-time customer . 130Recurring customer. 130Buyer persona . 131User experience . 132Understanding the buying process . 133What is the first thing potential customers will notice?. 133Who are your customers?. 133Why do they buy from you? . 133How do they buy? . 13414. E-commerce Glossary. 13615. Questionnaire . 144Questions . 144Answers . 15716. Conclusion . 159Advantages and disadvantages . 159Consistency and dedication . 159E-commerce and online marketing . 1608


1. IntroductionThe internet has changed people's lives in numerous ways. From the way we look forinformation to the way we buy things. Nothing can stop the fast development of this immersioninto the new technologies that we have now reached the point where we can no longer evenimagine our lives without the internet.In such a reality, people are trying to adapt their lives and to get the best out of it. They want toimprove their lives and become more efficient. Why would they go to the restaurant for dinnerif they can order food in? Why would they spend time shopping when they can ordereverything they need in less than ten minutes? There is a constant trend to use the internet,not only to find out information but to get things done.Buyers and sellersOn the one hand, we have buyers, people who try to make their lives easier and better bybuying online. Regardless if we talk about making a grocery shopping quick and easy, orordering an item from abroad. The internet enables fulfilling those needs and the ability toobtain something you could not even imagine two decades ago. Besides convenience, onlineshopping also provides a great selection of products and services, as well as competitive prices.This is something that provides an incredible advantage over any local retail.Due to the growing expansion of the internet and the fact that new generations are growing upwith the internet experience being part of their lives from the early days, the number of digitalbuyers is constantly on the rise. From 1.32 billion digital buyers in 2014, this number isexpected to grow to more than 2 billion by 2020.10

The estimated number of digital buyers worldwideImage: of-digital-buyers-worldwide/On the other hand, we have people who create or simply resell the products through the usageof the internet. These sellers are turning to the internet as a tool to run their business andultimately earn their living. Some are choosing the existing platforms specialized in the sale ofgoods, such as eBay, while others decide to create their online stores. Either way, the goal is toreach consumers and encourage them to buy. As a seller, your goal is first to reach the digitalbuyers, and then persuade them to buy from you, using a series of promotional activities,online interaction, etc.E-commerceBuyers and sellers together make up e-commerce, short for electronic commerce. E-commerceis the transaction between a buyer and a seller, which is done through online technologies. It isthe process of using the internet to buy or sell online.11

Despite the fact that e-commerce is something available to anyone and in spite of how easy itmight be to start selling products and services online, there are many struggles to make thisbusiness viable and actually capitalize your efforts in the digital world. As the market getssaturated, day by day, it becomes even more difficult to place your products on that market.A modern consumer is overwhelmed with numerous advertising messages each day. He is alsomobile, which means easy access to the information and ability to buy on the go. A modernconsumer is also doubtful and equivocal. Faced with plenty of choices and alternatives, amodern consumer needs to make decisions on a daily basis. All of this shapes the approach ofmodern businesses whose goal is to reach that modern consumer and persuade him that theirsis the product they should buy. It is not an easy task, but with the right strategy and tools, youshould be able to introduce and position your company on the e-commerce market.E-commerce statisticsGetting started with e-commerce is a process that requires learning about different aspectsthat influence setting up and running an e-commerce website. It is also helpful to have in mindthe e-commerce statistics that provide a glimpse into the importance of this industry and thetrends that are tremendously shaping the way strategy is implemented. Millennials and Gen Xers are similar in their likelihood to buy online—more than90% of internet users in both age groups have made a digital purchase in the pastyear. But millennials are more likely to research products or make a purchase viatheir smartphone. (eMarketer) In 2015, the global population amounted to around 7.3 billion people, of which 1.4billion people purchased goods and/or services online at least once. In total, theyspent 2,272.7bn online, which results in an average spending per e-shopper of 1,582. (EcommerceWiki) Worldwide retail sales—including in-store and internet purchases—will surpass 22trillion in 2015, up 5.6% from 2014. Retail ecommerce sales, those purchased overthe internet, will make up 7.4% of the total retail market worldwide, or 1.671trillion. By 2019, that share will jump to 3.578 trillion, yet retail ecommerce willaccount for just 12.8% of retail purchases. (eMarketer) About 71% of consumers are shopping online to find the best price. (IBM)12

53% of global internet users have made an online purchase in 2016.(SocialMediaToday) Primary reason for digital shoppers in the United States to abandon their carts is thecost of shipping. (Statista) Nine out of 10 of the survey participants said free shipping was the No. 1 incentivewhen asked what would make them shop online more often. (MarketingLand) Average e-commerce conversion rate vary from 3% to 4%. (SocialMediaToday) 42 percent of online shoppers worldwide stated that they preferred to pay via creditcard, while 39% preferred PayPal. (Statista) In 2017, global B2C e-commerce sales are expected to reach 2,143 billion U.S.dollars. (Statista) Customer satisfaction is the number one success metric for marketers today.(Salesforce) 39% of people will stop engaging with a website if it takes too long to load.(SocialMediaToday) Eighty-eight percent of shoppers characterize detailed product content as beingextremely important. (Forbes) Over 90% of people buying on Amazon wouldn’t purchase an item with less thanthree stars. (Forbes) One-click checkouts and e-wallets will become a game-changer in 2017.(HuffingtonPost) 75% of people participate in webrooming to find the lowest price, while 72% do it tocompare the products. (RetailPerceptions) The main reasons why customers webroom over showroom is because they don’twant to pay for shipping (47%) and because they like to go to a store and touch andfeel the product before they buy it. (Shopify) Social commerce accounted for 5% of ecommerce. But predictions are healthy andshow a 25% growth rate over the next five years. Mobile ads are the backbone ofthis growth. (HuffingtonPost)13

Mobile remains a powerful upward force for ecommerce. US retail mcommerce willclimb 43.2% in 2016, paced by a 78.3% jump in sales via smartphones. (eMarketer) In 2015, mobile commerce accounted for 30 percent of all U.S. e-commerce in 2015,and U.S. retail e-commerce dollars are projected to grow to almost 482 billion in2018. (PointSource) 56% of smartphone or tablet users intend to utilize their devices to search forand/or buy gifts this holid

E-commerce Buyers and sellers together make up e-commerce, short for electronic commerce. E-commerce is the transaction between a buyer and a seller, which is done through online technologies. It is the process of using the internet to buy or sell online.