E-COMMERCE
Business to Consumer
Erin Allan
Hsiao-chun Chen
Yuliya Pak
Xiaowen Pan
Wei Xu
November 4, 2008
1
Why E-commerce is important to General
managers?
“Look at growth, look at how much time people spend on the
Net and look at the variety of things that they are doing. It's all
really good, so I am actually encouraged by the fundamentals
that underlie usage growth on the Net.” Meg Whitman, the
former CEO of ebay
“When I took office, only high energy physicists
had ever heard of what is called the Worldwide
Web.... Now even my cat has its own page. ...”
Jeffrey Bezos, CEO of amazon
2
Source: www.afterquotes.com, viewed October 14,2008
Overview
1
Definition and Description
2
B2C E-Commerce
3
Statistics – Global Spread
4
Top Products. Top Engines.
5
Case Studies
6
Benefits/Pitfalls of E-Commerce
7
Conclusion
3
Concept of E-Commerce
Buying and
selling of goods
and services on
the internet
the online
transaction of
business,
featuring linked
computer systems
of the vendor,
host, and buyer
involve the
transfer of
ownership or
rights to use a
good or service
4
Source: paymentprocessing.cc/showthread.php?s=af0be6cfeb825065a06af29eca743e10&t=382,viewed Sept 4, 2008
Type of E-Commerce
Business to Consumer (B2C)
• Commerce between companies
and consumers
• Example: Amazon.com,
Drugstore.com
Business to Employee (B2E)
• The requisitioning of
supplies by employees for
use in their jobs
• commonly known as an
“Intranet”
Mobile Commerce (M-commerce)
• The buying and selling of
goods and services through
wireless technology, such as
cellular telephones
Business to Business (B2B)
• Deals with relationships
between and among
businesses
• Example: Dell, Cisco
E-Commerce
Consumer to Consumer (C2C)
• Commerce between private
individuals or consumers
• Example: eBay
Source: (1)Zorayda Ruth Andam (2003),”e-Commerce and e-Business”, eASEAN Task Force & UNDP-APDIP, pp.913(2)www.accountingsoftwareadvisor.com/ec/ectypes.htm, viewed Sept 11,
5
2008
Introduction
B2C Business Model
B2C Business Model
What is a business model?
Consists of two elements:
• What the business does
• How the business makes money doing these
things
Source: (1)www.unibg.it/dati/corsi/16007/26896-Internet%20and%20E-commerce_diffusion%20and%20practice.pdf , viewed Sept 11, 2008
(2) Reference (15)
7
B2C Business Model
Business
model
Description
Revenue
Example
Portal
Offer powerful search tools plus
an integrated package of
content and services
Advertising, subscription
fees, transaction fees
Yahoo.com,
MSN.com
E-tailer
Online version of traditional
retailer
Sales of goods
Amazon.com,
Wal-Mart.com
Content
Provider
Information and entertainment
companies provide digital
content over the web
Advertising, subscription
fees affiliate referral fees
CNN.com,
ESPN.com
Transaction
Broker
Process online transactions for
consumers
Transaction fees
Hotels.com,
Expedia.com
Market Creator
Uses internet technology to
create markets that bring buyers
and sellers together
Transaction fees
Ebay.com
Community
Provider
Create a digital online
environment where people with
similar interest can transact,
communicate, and receive
interest-related information
Advertising, subscription,
affiliate referral fees
ivillage.com,
about.com
8
Source:(1)K. Laudon, C. Guercio Traver (2004), “E-commerce “Basics of e-Business”, Pearson (2) Vatcharaporn Esichaikul, Asian Institute of Technology
Users of B2C
 Manufacturers:
to sell and to retail the business buyers
 Distributors:
To take orders from the merchants they supply
 Publishers:
To sell subscriptions and books
 Direct sales Firms:
As another channel to reach the buyers
 Entertainment Firms:
To promote new products and sell copies
 Information Providers:
To take payment for downloaded materials
 Insurance Firms:
On-line rate quotes and premium payments
9
Source: www.isos.com.my/ecommerce/b2c.htm, viewed Sept 10, 2008
Statistics
Global Spread
10
Global Spread of Internet Hosts
Millions
Internet Hosts Growth
600
571
500
400
300
200
100
0
0.000213
81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08
Internet Hosts Growth
Notes: Only the machine numbers with addresses on the net as reported by the name severs
Source: http://www.isc.org/index.pl?/ops/ds/host-count-history.php, viewed September 9,2008
11
Global Spread of Internet Users
Internet Users Growth
(1995-2008, in millions)
1,600
1470
1,400
1,200
1,000
800
600
400
200
16
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Internet Users Growth (Amount)
Source: http://www.internetworldstats.com/emarketing.htm
12
Internet Users Growth, (%)
Internet Users Growth
(1995-2008)
25.00%
21.9
20.00%
15.00%
10.00%
5.00%
0.4
0.00%
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
% of population
13
Source: http://www.internetworldstats.com/emarketing.htm
Statistics-by nation
US & China
US Online Retail Sales (1999-2006)
In billions
$140
130.3
$120
104.4
$100
82.9
$80
63.9
$60
47.8
$40
$20
$0
12.3
1999
24.1
2000
34.1
2001
2002
2003
2004
Note: excludes sales of travel products, automobiles, and prescription drugs
Source: www.machrotech.com/services/ecommerce-marketsize-statistics.asp, viewed September 4, 2008
2005
2006
15
China B2C E-Commerce Market Size
RMB: Renminbi, currency of the People's Republic of China
US$1=RMB$6.84
USD189.6
RMB Million
USD165.9
1400
USD149.1
1200
RMB1,135
USD138.2
USD124.9
1000
USD174.0
RMB1,297
RMB1,190
RMB1,020
RMB945
RMB854.3
800
USD77.0
600
RMB527
400
200
0
2005 Q4
2006 Q1
2006 Q3
2007 Q1
2007 Q2
2007 Q3
Source: (1) english.analysys.com.cn/3class/detail.php?id=210&name=report&FocusAreaTitleGB=&daohang=Internet-Media&title=China%20B2C%20ECommerce%20Market%20Size%20Reached%20RMB%20854%20Million%20in%20Q1%202006, viewed Sept 4, 2008
(2) english.analysys.com.cn/3class/detail.php?id=887&name=news&FocusAreaTitleGB=&daohang=InternetMedia&title=China%20B2C%20Market%20Reached%20CNY%201.297%20bln%20in%20Q4%202007, viewed Oct 24, 2008
2007 Q4
16
Demographics of Internet Users
US
China
Sample: 2,251 adults
Use the internet %
Women
73
Men
73
%
Sample: 16,000 persons
Women
46.4
Men
54.6
Source: (1) www.pewinternet.org/trends/User_Demo_7.22.08.htm, viewed Sept 4, 2008
(2) “Statistical Survey Report on the Internet Development in China Abridge Edition” (July 2008), CNNIC
17
Demographics of Internet Users
Age
%
Use the internet %
18-29
90%
Under 18
30-49
85%
18-30
49%
50-64
70%
31-40
19.7%
65+
35%
41-50
7.8%
Over 50
3.9%
Source: (1) www.pewinternet.org/trends/User_Demo_7.22.08.htm, viewed Sept 4, 2008
(2) “Statistical Survey Report on the Internet Development in China Abridge Edition” (July 2008), CNNIC
19.6%
18
US Demographics of Internet Users
Education
Use the internet %
%
Less than high school
44%
Below junior middle
5.9%
High school
63%
Junior middle school
23.8%
Some college
84%
High school
College+
91%
Junior College
15.9%
Bachelor’s degree
14.1%
Master and above
1.3%
Source: (1) www.pewinternet.org/trends/User_Demo_7.22.08.htm, viewed Sept 4, 2008
(2) “Statistical Survey Report on the Internet Development in China Abridge Edition” (July 2008), CNNIC
39%
19
E-Commerce,
Top Products. Top Engines.
20
Global e-commerce Statistics
GLOBAL INTERNET SHOPPERS
 Over 875 million Internet Shoppers as of Jan 1 2008
(Nielsen Global Online Survey)
 More than 85% of world’s online population
 40% increase in online shoppers over last 2 years
21
Source: www.reuters.com, Viewed 09/09/2008
Global e-commerce Statistics
TOP 5 GLOBAL PURCHASES
Books, 41%
Top Global Online Purchases
Books
Clothing/Accessories
/Shoes, 36%
Clothing/Accessories/Shoes
Videos/DVDs/
Games, 24%
Videos/DVDs/ Games
Airline Tickets, 24%
Airline Tickets
Electronic
Equipment, 23%
0
5
10
15
20
%
Electronic Equipment
25
30
35
Sample size: 26,312 Internet users in 48 markets from Europe, Asia Pacific, North America and the Middle East
Source: Nielsen Global Online Survey, www.reuters.com, Viewed September 9,2008
40
45
22
Global e-commerce Statistics
GLOBAL PURCHASES INCREASES
IN 2 YEARS TIME
Items
Books
Clothing/Accessories/
Shoes
Videos/DVDs/
Games
Airline Tickets
Increase,
%
Markets
7%
China, Brazil, Vietnam &
Egypt
16%
Germany, the U.S. and
the U.K.
2%
The U.K., South Africans,
the U.S.
3%
Indians, Irish and the
UAE
Sample size: 26,312 Internet users in 48 markets from Europe, Asia Pacific, North America and the Middle East
Source: Nielsen Global Online Survey, www.reuters.com, viewed 09/09/2008
23
Global e-commerce Statistics
TOP 10 ONLINE E-COMMERCE SITES
Rank Retailer
Audience ,unique
1
eBay
124,132,042
2
Amazon
99,863,339
3
Target
37,717,553
4
Wal-Mart
36,994,959
5
Best Buy
24,089,267
6
Circuit City
19,725,537
7
Sears
17,651,868
8
ToysRus
17,610,395
9
Overstock.com
17,192,765
10
JC Penney
16,331,132
24
Source: Nielsen Global Online Survey, www.reuters.com, viewed October 9,2008
Global e-commerce Statistics
MOST COMMON PAYMENT INSTRUMENTS
 60% Credit Cards globally, 53% refers to Visa
 Paypal
TOP Global Credit Card Buyers
92
91%
90
88
86%
% 86
84%
84%
84
82
80
Turkey
Irish
Indian
UAE
25
Source: Nielsen Global Online Survey, www.reuters.com, viewed October 9,2008
Contents
1
Case Study I (Kazakhstan)
2
Case Study II (On-line Drug Market, USA)
3
Case Study III (China)
4
Benefits/Pitfalls of E-Commerce
5
Q&A
26
Case Study I: Kazakhstan
27
Internet penetration, Kazakhstan
Number of Internet users,`000s
381
2008
311

Number of
urban
Internet
users ~
10% of the
total adult
(min 18
years old)
population

Current
high
growth of
Internet
users
2006
Year
2004
2002
Year
71
2000
1998
1996
70,5
91,7
133,7
185,0
203,0
301,6
310,8
381,2
Number of users
28
Source: www.stat.kz; Actis Systems Asia and BRIF Central Asia, viewed October 3,2008
Internet penetration, Kz
Reasons for low Internet penetration
 Low income level (37% of urban families and 42%
of rural families of Kazakhstan can only cover
basic needs)
 Treatment of a computer as a luxury due to its
high price and low income level of the majority of
population in Kazakhstan (only 19% of the total
adult population have a computer at home)
 High price of the Internet connection in
Kazakhstan (only 14% of those who have
computer at home go online)
29
Source: TNS Gallup Media Asia 2006; Actis Systems Asia and BRIF Central Asia; www.kazpost.kz , http://www.profit.kz Viewed September 12, 2008,
Internet penetration, Kazakhstan
 Majority of Internet users are above middle and top level
managers
%
Profile of Internet users
29.9 %
22%
26.8 %
1.6 %
Pensioneer
Entry level
executive
Students
Top
management/
owners
Middle level
managers
3.1 %
Unemployed
10.2 %
6.3 %
House wifes
35
30
25
20
15
10
5
0
Occupation
30
Source: www.stat.kz; Actis Systems Asia and BRIF Central Asia
E-Commerce in Kazakhstan
Activities in the Internet as of September 2007,%
59%
56%
E-mail
Information Search
28%
Music Downloads
Dating
Messengers
Chats/forums
Online games
Personal web pages
E-shopping
Other
17%
13%
12%
11%
7%
3%
17%
31
Source: provided by Philip Morris Kazakhstan
Internet penetration, Kz
Reasons for low Internet penetration
 Lack of safe and convenient payment methods
 Cash is accepted in most cases but the
transaction cost is higher
 Local online sellers accept verified payments
only through one local bank
 Special category for debit/credit cards which
are available to few
 Logistics/shipment issues, especially in the
regions
 Most online vendors are concentrated in one
major city – Almaty (70% - Almaty, 20% Astana,
the capital, 10% - other cities)
32
Source: TNS Gallup Media Asia 2006; Actis Systems Asia and BRIF Central Asia; www.kazpost.kz , http://www.profit.kz Viewed September 12, 2008,
E-Commerce in Kazakhstan
Current Trend of Online Purchases
 The number of Internet users is growing and the tariffs are
declining
 Current trend towards online buying
 A number of popular online stores by June 2008 is 69
 Most online buyers still prefer American online stores to the local
ones due to the assortment and trust in payment operations
 Most online buyers tend to avoid buying from China due to the
long delivery process
33
Source: TNS Gallup Media Asia 2006; Actis Systems Asia and BRIF Central Asia; www.kazpost.kz , http://www.profit.kz Viewed September 12, 2008,
Top Local Online Stores
 www.pc-shop.kz Computers: hardware and software digital
cameras
 www.intershop.kz telephone/Internet cards
 www.hit.kz Films, music, computer games, software, memory
cards

www.Rm.axon.kz computer accessories
 www.instore.kz Houseware Appliances
 www.regina.kz Gifts, souvenirs, flowers
 www.mag.kz (houseware appliances, computers and accessories,
office appliances, photo and video equipment)
 www.dvdvideo.kz DVD films
 www.liner.kz Computers, accessories
34
Source: http://www.ictm.kz; viewed September 12, 2008.
Top Local Online Stores
www.pc-shop.kz Computers: hardware and software digital cameras
35
Top Local Online Stores
www.hit.kz Films, music, computer games, software, memory cards
36
Top Local Online Stores
www.regina.kz Gifts, souvenirs, flowers
37
Top Local Online Stores
www.dvdvideo.kz DVD films
38
Top Foreign Online Stores

www.amazon.com

www.victoriasecret.com

www.ebay.com
39
Source: www.ct.kz; viewed September 12, 2008
Top 3 Reasons for online shopping
 Availability of collectible items (A legendary
CD with the best songs of Rolling Stone)
 Lower priced branded products
 Online shopping is an aspiring trendy
activity
40
Source: www.ct.kz; viewed September 12, 2008
Online Pharmacy Websites
On-line
Pharmaceutical
DOMESTIC
Sales
LEGITIMATE
WEBSITES
•Prescriptions are
Necessary
•Legal
•Walgreens.com
ROGUE WEBSITES
No Prescription
Necessary
•No Prescription
Necessary
•Illegal
41
Source: FDA website: http://www.fda.gov/oc/buyonline/faqs.html#faqs2, viewed on September 15, 2008
ROGUE WEBSITES
Drug Trafficking
Targets
Rogue Websites
Illegal sale of
prescription
drugs to general
public
Often use a
medical history
survey to justify a
doctor filling a
prescription
PHARMACIES
Struggling
pharmacies,
providing
prescriptions from
above doctors
DOCTORS
Target in-debt
doctors, offer
reassurance by
allowing phone/email
diagnosis or survey
results
Perfect Medium
for Drug
Trafficking
Global Connection
Anonymity
Deploy from
anywhere
Rapid means to
divert large
quantities of
controlled substance
42
Source: DEA website: http://www.usdoj.gov/dea/pubs/cngrtest/ct062408.html, viewed on September 15, 2008
LEGALITY
IS IT LEGAL???
Outdated Laws!
Current laws
are pre-fax
machine
43
Source: DEA website: http://www.usdoj.gov/dea/pubs/cngrtest/ct062408.html, viewed September 15
NEW LEGISLATION
Ryan Haight Online Pharmacy
Consumer Protection Act of 2008
 Amends the Controlled Substances Act with these
key features:
 Must have valid prescription with one in-person visit to the
doctor
 DEA endorsed websites
 Enhanced penalties: 2-20 yrs depending on what schedule
drug and number of offenses
 Illegal to advertise rogue websites
 October 1st – passed in Congress, now awaiting
signature from the President
44
Source: http://www.usdoj.gov/dea/pubs/pressrel/pr100108p.html, viewed October 11, 2008; (8)
PROS & CONS
PROS
 Allows people in remote
areas or disabled
individuals easy access
 Convenience for all
 Privacy
 Lower prices
(sometimes)
 Reduce prescription
errors (by using
computer technology to
transmit the
prescription from the
doctor)
CONS
 Allows the
distribution of
drugs illegally and
without medical
consultation
 Mainstreaming
prescription drugs
as street drugs
 Possibility of less
effective or
dangerous drugs
being sold in place
of legitimate drugs
45
Source: FDA website: http://www.fda.gov/oc/buyonline/faqs.html#faqs2, viewed September 15, 2008
Canadian Online Prescriptions
46
Source (7)
PROS & CONS
PROS
CONS
 PRICE! Canadian
 SAFETY!!
government monitors
price making sure it is
 April 2008 scare from
not too excessive.
Chinese imported
 This is only true for brand
Heparin – causing 81
name drugs which are
reported to be around 50deaths in US
70% higher in the US.
 Counterfeiting
 Generic drugs are actually
much cheaper in the US
 Improper packaging
than Canada – up to 100%
and labeling
less expensive.
 American senior citizens
account for 90% of sales in
Canadian e-pharmacies.
47
Source: http://www.nytimes.com/2008/04/22/health/policy/22fda.html?_r=1&oref=slogin, viewed October 22, 2008, (3),
Politically Speaking…
Obama
&
McCain
48
IMPLICATIONS
LAW/POLITICS
• Laws need to be updated
• Will government need to
regulate prices?
PHARMACIES
• Open online store to stay
competitive
E-Commerce
PHARMACEUTICAL COMPANIES
• Compete globally, reduce
prices
• Lower prices = less money for
R&D = drugs are slower to
market
JOE THE PLUMBER
• Weigh pros and cons of epharmacies
• Watch out for abuse of
prescription drugs (Joe’s
kids)
49
Case Study III: China
50
Online Pharmacy in China
Boston Consulting Group:
Annual revenues of China’s pharmaceutical
market are expected to reach US$24bn by
2010, making China the fifth largest
pharmaceutical market in the world.
51
Source (9)
Online Pharmacy in China
Self-medication
Go to community pharmacies for
health care demand
Research showed that 86 percent of
self-medication consumers bought
drugs from community pharmacies
52
Source (9)
Online Pharmacy in China
leading online pharmacy--Jingwei
Pharmacy
-initial sales $1,300 per day when they
started trading in January 2006
-increased seven-fold by August 2006
53
Source (9)
Online Pharmacy in China
there is a growing movement toward
buying drugs online
China’s medical reimbursement
system –invoice
54
Source (9)
Online Pharmacy in China
 Seven legal online pharmacies
1。Shanghai pharmacy (www.818shyf.com)
2。 Beijing Jing-wei-yuan-hua (www.yaofang.cn）
3。Qing-Tao Baiyang (www.baiyjk.com）
4。Yun-nan Bai-yao (www.yunnanbaiyao.com.cn）
5。Shanghai Fu-xing (www.fxdyf.com)
6。Liao-ning Sheng-sheng (www.4ujk.com）
7。Bei-jing Jiang-xiang (www.jxdyf.com.cn）
55
Online Pharmacy in China
http://www.yaofang.cn/
56
E-commerce in China
Source: Maris G. Martinsons, “Relationship-based e-commerce: theory and evidence from China,”
Info Systems J (2008) 18, 331-356
57
E-commerce in China
Consequences for e-commerce
 Limited infrastructure and services to support ecommerce
 Profitable scale and/or scope of e-commerce is
difficult to achieve
 Privileged interests will oppose and/or restrict ecommerce development
Source: Maris G. Martinsons, “Relationship-based e-commerce: theory and evidence from China,”
Info Systems J (2008) 18, 331-356
58
E-commerce in China
www.taobao.com
Source: www.taobao.com
59
E-commerce in China
Runs like E-bay: individual sellers—
individual distribution channel
Source: www.taobao.com
60
E-commerce in China
Individuals get products directly from
their relationship channels—uncle,
good friend who work in
manufacturing companies
Transport from Hong Kong, US,
Europe
61
E-commerce in China
Price gap makes producer’s online
business less competitive
source: http://auction1.taobao.com/auction/item_detail-0db2-0491698a56eaf2936664c38c63f16f1e.jhtml
62
Contents
1
Case Study I (Kazakhstan)
2
Case Study II (On-line Drug Market, USA)
3
Case Study III (China)
4
Benefits/Pitfalls of E-Commerce
5
Conclusion
63
Benefits of E-commerce
To
organizations
To
consumers
• Unlimited market place and business
access which extend customer base
• Lower cost of doing business
• A 24 hour store reduced sale cycle
• Larger purchases per transaction
• Larger catalogs
• Improved customer relations
• Wider range of choices
• Cheaper goods and services
• Delivery time and costs can be saved
Source: (1) Wiki.media-culture.org.au/index.php/e-commerce_-Overview_-_Advantages; (2) www.isos.com.my/ecommerce/advantages.htm;
(3)www.dmccormick.org/EcommerceAdvantages.htm,
64
Pitfalls of E-commerce
From
organizations
From
consumers
•
•
•
•
Legacy issues(Compliance)
Business strategy and implementation
Customers service
Marketing communication
• Personal data protection and privacy
• Limited payment option
• Online communication
• Customer service
• Refund/Return policy
• Commodity quality
65
Source: http://www.hiebusiness.co.uk/bdotg/action/layer?topicId=1075387751&site=203,and reference (5),(9),(12),(13)
Future of E-commerce
Sales increase
 Death of midsize eretailer
 More satisfied
customers
 Customers do their
own thing
 Multichannel retailing
arrives
“Stores will not look anything
like they look now. This time
for real. With the eventual
proliferation of mega-ease,
mega-fun shopping online
(think voice recognition, avatar
try-on and virtual stimulation),
stores will have to take on the
dimension of experience full
force in new old ways: smart,
lovely people to talke to,
wonderful things to touch and
try, incredible visual media and
only the newest of the new to
gaze at. Hurry up, future.”
-Lee Peterson, VP, brand and creative
services, WD Partners
66
Source: http://ecommercetimes.com/story/16967.html?wlc=1220973909 and reference (1), (4)
Business Implications of E-commerce
Do Business Online & Globally!!!!!
67
THANK YOU!
THANK YOU!
68
References
(1) Agatz, A. H., Fleischmann, M., van Nunen, J. (2008) “E-fulfillment and multi-channel distribution – a review”. European
Journal of Operational Research, Vol. 187, No. 2; pg 339
(2) Anonymous. (2007), “Founder of RxPop.com Says, 'State programs which endorse Canadian drugs are good starting points'”
PR Newswire. New York: Nov 19, 2007
(3) Anonymous. (2008) “Central planning to regulating prescription drug prices provides no cost savings”, PR Newswire. New York:
September 15, 2008
(4) Anonymous. (2008), “Future of the store: Visions of the future,” Chain Store Age, Vol 84, No 3, p88
(5) Datta, P., Chatteriee, S. (2008) The economics and psychology of consumer trust in intermediaries in electonic markets: the
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