E-commerce 1

E-Commerce (Electronic Commerce)

refers to the buying and selling of goods, services, and information over the internet.

E-Commerce (Electronic Commerce)

It eliminates many physical barriers to trade, enabling businesses and consumers to interact anytime and anywhere.

E-commerce

typically uses the web for at least a part of a transaction's life cycle although it may also use other technologies such as e-mail.

products (book from Amazon)

service (music downloads such as iTunes Store)

Typical e-commerce transactions include the purchase

Electronic Data Interchange (EDI)

In 1960s - The Beginning: Businesses started exchanging documents like invoices and purchase orders electronically through ______

1970s

The Birth of Electronic Shopping

Michael Aldrich

He invented online shopping by connecting a modified television to a computer via a telephone line. Early systems were used mostly by large corporations and not yet available to the public

1980s

Pre-Internet E-Commerce: Early e-payment systems started developing. Computers became more common in businesses, but online commerce was still limited to closed networks.

Minitel

Companies like _____ in France offered online ordering systems.

1990s

The internet era

1991

The World Wide Web (WWW) became publicly available

1994

Netscape introduced SSL encryption, making online transactions secure.

1995

Amazon was founded as an online bookstore; Credit card payments became more secure, allowing mainstream online shopping

eBay

was launched as an online auction site;

2000s

The E-Commerce Boom

• The dot-com bubble (2000–2002) saw many e-commerce startups rise and fall.

• Companies like Amazon, eBay, and Alibaba survived and expanded.

• PayPal became a popular and trusted online payment method.

• Growth of B2C and B2B platforms worldwide.

2010s

Mobile and Social Commerce

• Smartphones revolutionized e-commerce with mobile shopping apps.

• Social media platforms like Facebook and Instagram became sales channels.

• Cashless payments (e.g., Apple Pay, GCash, PayMaya) gained popularity.

• Personalization and data-driven marketing became standard.

Online Transaction

Business Models

Facilitating Platforms

Global Reach

Efficiency

5 KEY FEATURES OF E-COMMERCE

Online Transactions:

E-commerce relies on electronic data transmission over the internet for transactions.

Business Models:

E-commerce includes various business models, such as business-to-business (B2B), business-to-consumer (B2C), consumer-toconsumer (C2C), and consumer-to-business (C2B).

Facilitating Platforms:

E-commerce is facilitated by online platforms like websites, mobile apps, and marketplaces.

Global Reach:

E-commerce allows businesses to reach geographically dispersed markets and provides buyers with access to global markets.

Efficiency:

E-commerce can improve market efficiency by eliminating middlemen, enabling direct purchases from manufacturers, and facilitating price comparison

Convenience

Cost Savings

Wider Selection

Increased Efficiency

Global Market Access

5 advantages of e-commerce

Convenience:

E-commerce provides convenient online shopping experiences for consumers, allowing them to browse and purchase products from anywhere, anytime

Cost Savings:

E-commerce can potentially reduce costs for both businesses and consumers by eliminating the need for physical stores and reducing overhead

Wider Selection:

E-commerce platforms offer access to a wider range of products and services than traditional retail stores.

Increased Efficiency:

E-commerce can streamline business processes and improve efficiency through automation and online management.

Global Market Access:

E-commerce allows businesses to reach customers worldwide, expanding their potential market and customer base

Lack of Physical Interaction

Delivery Time

Security Risks

Competition

Dependence on Technology

5 disadvantages of e-commerce

Lack of Physical Interaction:

Ecommerce does not allow for the physical examination of products before purchase, which can cause hesitation for some consumers.

Delivery Time:

There is a waiting period for delivery of products purchased through e-commerce, unlike the instant gratification of physical stores.

Security Risks:

E-commerce platforms are vulnerable to online fraud, hacking, and misuse of personal information, which can lead to financial losses and privacy breaches for consumers.

Competition:

E-commerce can create intense competition among businesses, making it challenging for some to establish and maintain a strong online presence.

Dependence on Technology:

Ecommerce relies heavily on technology infrastructure and internet connectivity, which can be a barrier for some businesses and consumers.

Internet Marketing (also called Online Marketing or Digital Marketing)

is the practice of promoting products, services, or brands using the internet to reach and engage customers.

Internet Marketing

It uses digital channels like websites, search engines, social media, email, and online advertising to connect with target audiences.

Internet Marketing

is the lifeblood of e-commerce — it drives traffic to online stores, influences purchase decisions, and helps build trust with customers through continuous engagement.

Increase Visibility and Brand Awareness

Drive targeted traffic

Generate Leads and Sales

Build customer relationships and loyalty

Measure, Analyze, and Optimize Performance

5 Key Objectives of Internet Marketing

Increase Visibility and Brand Awareness

To make a business or brand easily discoverable by its target audience online. In the digital marketplace, visibility is the first step toward building a customer base.

Visibility

Without ______, even the best products will remain unnoticed. A strong online presence ensures customers encounter your brand frequently, which increases recognition and trust over time.

Search engine Optimization

Social MEdia Presence

Online Advertising

Content MArketing

How Increase Visibility and Brand Awareness Achieved (4)

Search Engine Optimization (SEO):

Ensuring the website ranks high in Google and other search engine results for relevant keywords.

Social Media Presence:

Regular posting and engagement on Facebook, Instagram, TikTok, LinkedIn, etc

Online Advertising

Paid campaigns through Google Ads, Meta Ads, or display banners.

Content Marketing:

Publishing useful, relevant blogs, videos, and infographics that position the brand as an authority.

Drive targeted traffic

To attract visitors who are most likely to be interested in your products or services, rather than just increasing overall website visits. _______ improves the likelihood of conversions and reduces wasted advertising spend.

keyword targeting in ads

audience segmentation

retargeting

how Drive Targeted Traffic achieved (3)

Keyword Targeting in Ads:

Showing ads only when users search specific purchase intent terms like “affordable gaming laptops.”

Audience Segmentation:

Using demographics, location, and behavioral data to target ads to the right groups

Retargeting:

Showing ads to people who visited your site but didn’t complete a purchase.

Generate Leads and Sales

To convert website or platform visitors into paying customers or qualified leads who may purchase later. Traffic without conversions doesn’t generate revenue. Converting visitors is the ultimate goal of most online marketing activities.

clear Calls-to-action (CTAs)

Optimized Landing Pages

Promotions and Incentives

LEad Magnets

how Generate Leads and Sales achieved (4)

Clear Calls-to-Action (CTAs):

Buttons like “Buy Now,” “Sign Up,” or “Request a Quote” placed strategically.

Optimized Landing Pages:

Pages designed for conversions, with persuasive copy and minimal distractions.

Promotions and Incentives:

Discounts, free shipping, or exclusive deals to push customers toward purchase.

Lead Magnets:

Free resources (e.g., eBooks, webinars) offered in exchange for email addresses.

Build Customer Relationships and Loyalty

To keep customers engaged, satisfied, and coming back for repeat purchases — turning them into long-term brand advocates. Loyal customers cost less to retain than new customers cost to acquire, and they often promote the brand to others without additional marketing costs.

email marketing

customer service channels

loyalty programs

social media engagement

how build customer relationship and loyalty achieved (4)

Email Marketing:

Sending personalized offers, updates, and thank-you messages.

Customer Service Channels:

Prompt responses through live chat, social media, or help desks.

Loyalty Programs:

Reward systems that offer discounts or freebies for repeat purchases

Social Media Engagement:

Responding to comments, sharing user-generated content, and running interactive polls or contests.

Measure, Analyze, and Optimize Performance

To track the effectiveness of marketing campaigns, understand customer behavior, and improve strategies for better results. Internet marketing is dynamic — strategies that work today may not work tomorrow. Data allows marketers to adapt quickly and spend resources efficiently.

web analytics tools

key metrics

a/b testing

iterative improvements

how Measure, Analyze, and Optimize Performance achieved (4)

Web Analytics Tools:

Google Analytics, Facebook Insights, etc., to measure traffic, conversions, and engagement.

Key Metrics:

Click-through rate (CTR), conversion rate, return on ad spend (ROAS), customer acquisition cost (CAC).

A/B Testing:

Comparing two versions of a page, ad, or email to see which performs better.

Iterative Improvements:

Adjusting targeting, content, and design based on datadriven insights

search engine optimization

search engine marketing

social media marketing

content marketing

email marketing

affiliate marketing

display advertising

influencer marketing

8 types of internet marketing

Search Engine Optimization (SEO)

Optimizing content to appear higher in search results, Ranking on Google for “best running shoes”

Search Engine Marketing (SEM)

Paid ads on search engines. example, Google Ads campaigns

Social Media Marketing (SMM)

Promoting via platforms like Facebook, TikTok, Instagram. Example, Sponsored Instagram posts

Content Marketing

Creating valuable content to attract customers. Example, Blogs, videos, infographics

Email Marketing

Sending targeted emails to subscribers. Example, Weekly newsletters

Affiliate Marketing

Partnering with other sites or influencers for sales commissions. Example, Bloggers promoting Shopee products

Display Advertising

Banner ads on websites. Example is Ads on news portals

Influencer Marketing

Collaborating with online personalities. Example, YouTubers reviewing products

Setting up an online presence

means creating and maintaining your identity, brand, or business visibility on the internet so people can easily find, interact with, and trust you.

Define Your Purpose and Goals

Choose a Brand Name and Identity

Secure Your Domain and Hosting

Create a Website

Optimize for Search Engines (SEO)

Build Social Media Profiles

Set Up Online Communication Channels

Engage in Content Marketing

Use Online Advertising (Optional)

Monitor and Improve

10 Key Steps in Setting Up an Online Presence