E-COMMERCE

1) What is e-commerce:
E-commerce is defined as the sale or purchase of goods or
services performed by a company, an administration or any entity
public or private by means of an electronic network.
Also called online sales / Internet sales / distance selling...

Most e-commerce sites are online stores.

including the following elements at the front office:
An online electronic catalog showcasing all the products
available for sale, their price and sometimes their availability (product in
stock or number of days before delivery;
A search engine that allows you to easily find a product
the help of search criteria (brand, price range, keyword, ...);
The virtual cart (sometimes called a virtual basket) allows you to keep the
track the customer's purchases throughout their journey and modify the
quantities for each reference;
Secure online payment (accounting) is often provided by a
trusted third party (a bank) via a secure transaction;
An order tracking system that allows to follow the process
for order processing and sometimes to obtain items
information on the handling of the package by the carrier.

A customer who shops online is called:

CYBERCONSUMER

E-commerce is not limited to online sales alone, but encompasses

also:
Online quote creation
User advice
The availability of an electronic catalog
A map to access the points of sale
Real-time management of product availability (stocks)
Online payment
Delivery tracking
After-sales service

Many companies also offer services online.

paid or not:
Online banking
Online insurance
Online press.
 CH 1: ELECTRONIC BUSINESS

1) The forms of e-commerce:

E-commerce can be conducted between entities of different natures:
BtoB (business to business): Between two companies,
BtoC (business to consumer): Company that sells to individuals, it
these are merchant websites
CtoC (consumer-to-consumer) Between individuals. This refers to websites.
allowing sales between individuals Example: Avito
BtoG / GToC (business to government / government to consumer) Between
private companies and the government / the government and the citizen:
portal for identity card, electronic stamps passport...
BtoE (Intranet/business to employees) Between a company and its
employees.

2) The difference between e-commerce and e-business:

E-commerce allows a merchant to sell simply online.

its products; E-commerce does not guarantee the success of the site in itself.
same, because it only offers limited features for the cart, and ensures
In a basic way, the management of the online catalog.
e-Business is a suite of applications, a set of tools that
allow on one hand to create an online sales site and on the other hand to
provide the merchant with all the necessary means to
prospect, transform, and retain customers (gift lists, points
loyalty, Cash Back, gift vouchers, discount coupons, referrals
affiliation...)
3) E-commerce business models:

a) How to create value?

Availability: anywhere and anytime
Consumer self-service, 'shopping carts'
Product research and price discovery
Better understanding of consumers: purchasing behavior,
preferences
Price discrimination
personalization of the offer
Value chain extension: bundling of services (selling multiple
services), better coordination among suppliers.
Creation of communities
Shorten the life cycle of products.
b) How does an e-commerce site look like:
E-Shop :
Informational goods
Physical goods
Transactional services
Intermediaries
Shopping center: intermediary between e-commerce merchants (E-MALL) in this
Because merchants pay 'listing fees: display fees';
Example: amazon
Central of offers: offers commercial solutions to businesses
of a specific sector of activity.
Aggregator (Intermediaries): promotion of members' products.
Advertising
Reference agents:recommend products/services to
cyber consumers through an e-commerce platform.
Exchange communities (barter):sites that allow linking
individuals who wish to exchange goods for others without
the use of money.
Example of e-commerce sites for retail
Catalog and online sales
General or specialized purchasing center
Online marketing (of products)
Example of e-commerce sites: Service industry
Journals and online publications
Travel agencies
Banking services and personal finance
Placement and employment
Auction service

4) The advantages and disadvantages of e-commerce:

a) The advantages of e-commerce
Gaining new market shares / increasing sales
Sell products directly
Ease of purchase
Reduce costs: E-commerce allows for cost reduction.
significant costs at the level of storage, advertising expenses,…
Offer the customer the best choice and service
Speed of processing the request
Reach the maximum number of potential customers with a single click
b) The disadvantages of e-commerce:
For businesses:
The lack of confidence regarding the securing of means of
payment.
Difficulty in setting up e-commerce
 For the clients
The fear of payment insecurity
The lack of contact with the product
The difficulties of recourse in case of problem
The lack of human relationships in the transaction.
Delivery times that are sometimes long and can take
retard.
The inability to obtain more information about the product than that
which are provided to us by the site.
CHAPTER 2: THE CONSUMER AND E-COMMERCE

The impact of the internet on consumer behavior:

Evolution of needs.
Preference for online shopping which is easier and faster.
The trust granted to online shopping
The highly developed and diversified offering on the internet: more purchases

II- The online consumer purchasing process:

a- Research: according to need, budget, preference…

b- The Comparison: between products on other sites
c-Purchase: the purchasing decision after conviction

III- The role of opinion leaders

An opinion leader is an individual who influences, in a way
indirectly, the behavior of other people in order to buy a product/service
or to encourage them to make this decision.

The influencer leader can be: a celebrity, a doctor, a specialist, a

buyer of the product, a professional....

Thus, the goal of an opinion leader is to trigger purchases and attract.

the attention of potential clients who believe in his recommendation or who
want to resemble him.

IV - Recommendation systems (Ratings)

Allowing to:
give the company an idea of the products that are appreciated or not
give reviews (opinions) to potential customers who are interested in
the products/services offered
encourage positive word-of-mouth to facilitate purchases
to know the dissatisfaction expressed by cyber consumers.
CHAPTER 3: THE COMPANY AND E-COMMERCE

I- The steps of e-commerce:

Attract potential buyers

2- Inform: through advertisements/ announcements on social media
3- Sell a non-standardized product: customize, adapt and innovate to
lower cost
4- Carry out the transaction
5- Make the payment: offer at least 2 payment methods (online/ at
the delivery)
6- Interact with the consumer for after-sales support
7- Produce and distribute the product or service by the company
8- Complete a custom file about the potential buyer

II- The stakes of e-commerce:

To maximize sales and thus the profitability of an e-commerce site;

For a client, to access an offer more quickly and easily.
customized
To optimize the conversion rate into actual buyers;
To acquire and defidelity customers.
Adapting a site, its navigation, and its product sheets for reading
smooth on smartphones and tablets, the latter becoming increasingly
used for online shopping

III- E-commerce and functions of the company:

find new clients
detect new calls for tenders
access new markets (notably exports)
find partners (technical or commercial)
find new suppliers

The functions of the company concerned by e-commerce:

Marketing / Sales / Logistics / Purchasing / After-Sales Service / Accounting
finance...
CHAPTER 4: PAYMENT AND E-COMMERCE

I- Payment methods:
The payment or settlement methods vary greatly depending on the
clients but also according to the methods allowed by the e-commerce site.
Some prefer to pay immediately online, others prefer to settle
offline, especially if the transactions are not protected.
Online by:
Bank cards or credit cards: The customer sends directly the
references of their bank or credit card via the Internet;
Transaction through a third party: The client and the company agree that a
online financial company debits the client's account and credits the account
of the company.
Offline by:
Phone: The customer calls and provides the necessary information to
regulation;
Fax: The required information is faxed;
Mail: the client sends a check.
Cash payment upon delivery

II- The main risks of financial transactions on

Internet :

The hacking of bank references

The fraudulent use of the information inserted on the site

How to avoid these risks:

Use a secure server for transactions: through the protocol

http://
Use a third-party server for transactions: with fees
additional validation of bank data in a very
secured
Use the information encoding system for transmitted data, which makes them
difficult to decipher.

III- Payment via the Maroc télécommerce platform:

What is Morocco e-commerce? Since 2016, CMI has realized

the merger-absorption of Maroc Telecommerce thus gave birth to a
major player in the field of electronic payments that supports
Moroccan traders.
Nearly 9.8 million payment transactions were carried out in 2019 by e-
affiliated merchants to the CMI, representing an increase of 18.2% compared to 2018?
While the development of e-commerce in Morocco is progressing at a
accelerated pace, companies are still hesitant to take the plunge, not knowing what
What is e-commerce and what are its advantages for their business.

The missions and objectives of the CMI:

Secure exchanges
Encourage online payments
Develop the activities of e-commerce

The IMF has implemented tools to detect and prevent operations

fraudulent during e-commerce transactions, and to guarantee a payment
secured, by the adoption of the '3D Secure' system or strong authentication of the
carriers.

If the card is equipped with 3D Secure authentication, the buyer is prompted to

enter a secret code before you can proceed with the authorization request
payment. Allows all holders of local Visa, MasterCard or Card
CMI, to make their payments online under optimal conditions of
simplicity, security, and speed.

The limits of e-commerce:

The trust felt by the customer towards the merchant site.
Unsecured payments sometimes
The absence of direct communication with clients
False promises regarding after-sales service
 CHAPTER 5: M-COMMERCE

Definition of M-Commerce:

M-commerce or mobile commerce represents commercial operations

made wirelessly through mobile applications (payments,
reservation, purchases…).

2)- The advantages of M-Commerce:

Ease and speed
Instant accessibility
ease of receiving customer feedback
Rapid maximization of sales

3) How to succeed in M-Commerce:

A-Optimize ergonomics and the customer journey:
B- Succeeding in your launch to start on a good foundation
C- Renew its audience without losing the faithful

4) The future prospects of m-commerce

Constant development of all sectors in m-commerce: electricity,
invoices, train ticket bookings.....
Promotion of m-commerce that facilitates purchase operations
Opening of businesses to m-commerce as well as their customers
Assistance and securing electronic transactions
 VOCABULARY

-SEO: (Search Engine Optimization) also called

referencing: that is to say all the techniques used
to improve a site's visibility compared to others on
search engines.
-Ergonomics: consists of adapting work, tools and
the environment to man (and not the other way around).
E-merchandising: brings together all the techniques that
consistent in optimizing search and access features
and product presentation to promote sales on a
online store.

Intranet (internal network): a set of internet services (by

example a web server) internal to alocal networkit's to
only accessible from the terminals of a network
local.
Extranet (private network): An extranet is an extension of
company information system to partners located
beyond the network. Access to the extranet must be secured in
to the extent that it provides access to the information system to
people located outside the company.
Internet (open network): global computer network
characterized by a set of services hosted by the
IP protocol (Internet Protocol) that ensures communication
among all these machines via a browser and a connection.
E-commerce sites: An e-commerce site allows you to purchase
common consumer products, such as tickets of
show, or performances.
-Non-commercial sites: some sites are considered as
non-commercial with free services (example
general administration / Information...)
E-merchandising: a set of techniques aimed at
improve the visual presentation or develop the means of
research on an e-commerce site to facilitate the operation
of purchase.
 E-marketing (digital marketing): attracting
potential clients through online advertising techniques:
SEO, social networks, search engines like
google or bing...

The importance of logistics in e-commerce:

E-Logistics: The logistics of online sales (flow management

purchases/sales/transport/delivery/time...)
Operation:
Online order registration
Physical preparation of orders in one or more locations of
storage (assembly + packaging)
Shipping and tracking of packages (by its fleet or by carriers)
external)
Home delivery or in pick-up points.
Return management (dissatisfaction / incompatibility with the order)
SAV: Business intelligence (customer satisfaction above all)

ISSUES:
Cost management (from procurement to the day of delivery)
Managing delivery deadlines and minimizing delays
Return management