The document is an introductory chapter about e-commerce from a textbook. It defines e-commerce as digitally enabled commercial transactions over the Internet. It discusses how e-commerce differs from traditional commerce through its unique features such as ubiquity, global reach, and personalization. The chapter also outlines the growth of business-to-consumer and business-to-business e-commerce in the US, and introduces various types of e-commerce including mobile and social commerce. It frames e-commerce as an intersection of technology, business, and society.

1. E-commerce 2015
Kenneth C. Laudon
Carol Guercio Traver
business. technology. society.
eleventh edition
global edition
Copyright © 2016 Pearson Education, Ltd.

2. Chapter 1
Introduction to E-commerce
Copyright © 2016 Pearson Education, Ltd.

3. Class Discussion
Class Discussion
Pinterest: A Picture Is Worth a
Thousand Words
 Have you used Pinterest or any other content
curation sites? What are your main interests?
 Have you purchased anything based on a pin
or board on Pinterest or any other curation
site?
 Why do Pinterest links drive more purchasing
than Facebook links?
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4. What Is E-commerce?
 Use of Internet and Web to transact
business
 More formally:
Digitally enabled commercial transactions
between and among organizations and
individuals
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5. E-commerce vs. E-business
 E-business:
Digital enabling of transactions and
processes within a firm, involving
information systems under firm’s control
Does not include commercial transactions
involving an exchange of value across
organizational boundaries
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7. Why Study E-commerce?
 E-commerce technology is different, more
powerful than previous technologies
 E-commerce brings fundamental changes to
commerce
 Traditional commerce:
 Consumer as passive targets
 Mass-marketing driven
 Sales-force driven
 Fixed prices
 Information asymmetry
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8. Eight Unique Features of
E-commerce Technology
1. Ubiquity
2. Global reach
3. Universal standards
4. Information richness
5. Interactivity
6. Information density
7. Personalization/customization
8. Social technology
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10. Web 2.0
 User-centered applications and social
media technologies
User-generated content and communication
Highly interactive, social communities
Large audiences; yet mostly unproven business
models
Examples: Twitter, YouTube, Instagram,
Wikipedia, Tumblr, Uber
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11. Types of E-commerce
 May be classified by market relationship or technology
 Business-to-Consumer (B2C)
 Business-to-Business (B2B)
 Consumer-to-Consumer (C2C)
 Mobile e-commerce (M-commerce)
 Social e-commerce
 Local e-commerce
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13. The Growth of B2C E-commerce in the U.S.
Figure 1.3, Page 59
SOURCE: Based on data from eMarketer, Inc., 2014b; authors’ estimates.
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14. The Growth of B2B E-commerce in the U.S.
Figure 1.4, Page 60
SOURCE: Based on data from U.S. Census Bureau, 2014; authors’ estimates.
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16. The Internet
 Worldwide network of computer
networks built on common standards
 Created in late 1960s
 Services include the Web, e-mail, file
transfers, and so on
 Can measure growth by number of
Internet hosts with domain names
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17. The Web
 Most popular Internet service
 Developed in early 1990s
 Provides access to Web pages
HTML documents that may include text,
graphics, animations, music, videos
 Web content has grown exponentially
 Google reports 60 trillion unique URLs
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18. The Mobile Platform
 Most recent development in Internet
infrastructure
 Enables access to the Internet via
wireless networks or cell-phone service
 Mobile devices include
Tablets
Smartphones
Ultra-lightweight laptops
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20. Understanding E-commerce:
Organizing Themes
 Technology:
 Development and mastery of digital computing and
communications technology
 Business:
 New technologies present businesses with new ways of
organizing production and transacting business
 Society:
 Intellectual property, individual privacy, public welfare
policy
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21. The Internet and
the Evolution
of Corporate
Computing
Figure 1.11, Page 81
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22. Academic Disciplines
Concerned with E-commerce
 Technical approach
 Computer science
 Management science
 Information systems
 Behavioral approach
 Information systems
 Economics
 Marketing
 Management
 Finance/accounting
 Sociology
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