ginyar Meu
E- Commerce and
Internet
Marketing
Leslely Allen D.
Introduction
E-Commerce refers to the buying and selling of goods and services over the internet
using digital technologies. It includes various types of transactions such as online
retail, digital downloads, and service bookings. E-commerce has revolutionized
business operations and consumer shopping by offering convenience, accessibility,
and global reach. It operates in multiple models like Business-to-Consumer (B2C),
Business-to-Business (B2B), Consumer-to-Consumer (C2C), and intra-business
transactions, enabling a wide range of commercial activities online.
Introduction
Internet Marketing (also called online marketing or digital marketing) is the use of
internet-based channels and tools to promote products or services. It involves
strategies like search engine optimization (SEO), email marketing, social media
marketing, pay-per-click (PPC) advertising, content marketing, and website design.
The primary role of internet marketing is to help businesses attract, reach, and
convert online audiences into customers, which is essential for the success of e-
commerce ventures.
Introduction
Together, e-commerce and internet marketing are closely linked: e-commerce
provides the platform for online transactions, while internet marketing drives traffic
and sales by promoting products and services effectively online. This synergy allows
businesses to scale efficiently, make data-driven decisions, and engage customers
through personalized and diverse digital channels.
History and Evolution of E-
Commerce
The history and evolution of e-commerce spans over several decades,
beginning long before the widespread use of the internet, and has transformed
dramatically with technological advances.
History and Evolution of E-
Commerce
Early Foundations (1960s-1970s)
1960s: The groundwork for e-commerce was laid with the invention of
Electronic Data Interchange (EDI), which allowed businesses to transfer
documents digitally, replacing traditional mail and fax methods.
History and Evolution of E-
Commerce
1969: The launch of CompuServe in Ohio marked the first significant e-commerce
company, providing computer sharing services via phone lines before the internet
existed.
1979: British inventor Michael Aldrich created the first form of online shopping by
connecting a modified television to a transaction-processing computer through a
telephone line, pioneering electronic shopping systems primarily for business-to-
business transactions.
History and Evolution of E-
Commerce
The 1980s and Early 1990s: Emergence of Online Marketplaces
1982: Boston Computer Exchange launched one of the first e-commerce platforms
selling used computers online.
Early 1990s: The rise of dial-up bulletin boards like Book Stacks Unlimited (founded in
1992) offered early consumer shopping experiences before moving online in 1994 as
[Link].
History and Evolution of E-
Commerce
Mid-1990s: The Internet and First Online Transactions
1994: The first true online retail transaction was recorded—the sale of a Sting CD
between two friends using encryption software to guarantee privacy, as reported by the
New York Times.
1994: Amazon was founded by Jeff Bezos as an online bookstore, quickly expanding
into a vast online marketplace.
History and Evolution of E-
Commerce
1995: eBay launched, introducing auction-style e-commerce, and PayPal was
created in 1998 to facilitate secure online payments.
Late 1990s to Early 2000s: Growth and Infrastructure Development
The dotcom boom saw rapid growth in e-commerce businesses, followed by a
bust that refined the market.
History and Evolution of E-
Commerce
The introduction of platforms like Shopify and Magento in the mid-2000s
made it easier for businesses to create online stores.
Mobile commerce began to rise around 2005, with consumers
increasingly using smartphones for shopping.
History and Evolution of E-
Commerce
2010s to Present: Expansion and Innovation
The emergence of social commerce around 2014 integrated shopping with
social media platforms.
The subscription commerce model gained popularity around 2015.
History and Evolution of E-Commerce
The COVID-19 pandemic in 2020 accelerated e-commerce growth as
consumers shifted heavily to online shopping.
Innovations such as augmented reality shopping, voice commerce, and
blockchain-based transactions are shaping the future of e-commerce
E-Commerce vs.
Traditional Commerce:
E-Commerce Key Terms
E-commerce (Electronic Commerce): The
buying and selling of goods or services over the
internet using digital technologies. It includes
online retail, digital downloads, and services such
as booking travel online. E-commerce enables
businesses to reach global audiences and scale
operations flexibly.
E-Commerce Key Terms
Business-to-Consumer (B2C): E-commerce transactions
where businesses sell products or services directly to
individual consumers. Examples include online retail stores like
Amazon or streaming services like Netflix.
Business-to-Business (B2B): Transactions where one
business sells products or services to another business, such
as manufacturers supplying parts to other manufacturers or
E-Commerce Key Terms
Consumer-to-Consumer (C2C): E-commerce where
consumers sell directly to other consumers, often through
online marketplaces or auction sites like eBay or OLX.
Consumer-to-Business (C2B): A model where consumers
provide products or services to businesses, such as freelancing
platforms like Fiverr where individuals offer services to
companies.
E-Commerce Key Terms
M-commerce (Mobile Commerce): Conducting business
transactions via mobile devices over wireless networks, reflecting the
growing importance of mobile-first strategies.
Internet Marketing Key Terms:
SEO (Search Engine Optimization): Techniques used to improve a
website’s ranking on search engine results pages to increase organic
traffic.
PPC (Pay-Per-Click): A digital advertising model where advertisers
pay each time a user clicks on their ads, commonly used in search
engine marketing.
Internet Marketing Key Terms:
CRO (Conversion Rate Optimization): The process of increasing
the percentage of website visitors who take a desired action, such as
making a purchase or signing up for a newsletter.
Affiliate Marketing: A marketing arrangement where a publisher
promotes a product and earns a commission on sales generated
through their referral.
Internet Marketing Key Terms:
Multi-Channel Marketing: Using multiple platforms (website, social
media, email, ads) to reach a broader audience and increase
exposure.
Metadata: Hidden information in a webpage’s code, such as title
tags and meta descriptions, important for SEO and user experience in
search results.
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