electronic commerce
electronic commerce

Electronic commerce is a very broad term. It encompasses many possible activities that can be carried out remotely through devices such as a computer but also others such as a Smartphone, a tablet or an interactive television. Normally, when we talk about ecommerce we refer to retail or B2C  , from the company to the consumer. In this context we are going to move in this post.

If we follow an etymological order, the business of electronic commerce must be considered in the first place as commerce. That is, we mediate a relationship between producers and consumers who wish to acquire the goods and services generated by the former and are willing to pay for them. It adds value by bringing a wide variety of products that interest its customers, at a reasonable price. The producer ensures that his offer reaches the consumer and the consumer obtains the desired products at competitive prices.

Electronic commerce also incorporates characteristics of traditional direct sales. The relationship with the client is carried out remotely at all times. We send the offer to potential customers and receive their purchase orders regardless of where they are. Subsequently, we must process that order, collect it, collect and assemble the requested merchandise, package it and send it by the selected means of transport so that it can be delivered under the agreed conditions and time. Very important, operational management must be not only effective but also efficient, allowing a commercial margin to be generated on each sale, quite a challenge!

Finally, it should be noted that it is “electronic”, it is based on ICTs to manage all this commercial and operational relationship. Therefore, there are notable differences between the technologies used by distance selling, and much more so by traditional commerce, to communicate its offer to its potential customers (basically catalogues, infomercials on TV and spaces on the radio and in the press), and those we use in electronic commerce (Affiliation, SEO, SEM, Display…). Our means of communication is interactive and, therefore, transactional. The difference may seem minor, but experience shows that it is not at all. Knowing and mastering the technological environment or ecosystem in which the business operates is an outstanding key factor for success. Knowing this and adapting the organization for these circumstances is critical to be successful in this activity.

The great winners in electronic commerce are companies that have been able to give each of these pillars the importance they really have. Being able to combine them all to distill a UPS Unique Value Proposition) that is solid and appreciated by potential buyers and clients. The success of these projects is often based on very subtle and sustained competitive advantages. And, in all cases, in a domain of products, customer knowledge techniques, remote operations and how to do all this in a constantly evolving technological environment.