“You see computers everywhere except statistics,” Solow said of the impact of information and communication technologies (ICTs) on productivity and growth. As for e-commerce and web marketing solutions, we would like to say that “we see little e-commerce, with the exception of statistics.”
Indeed, although e-commerce has not yet returned to the habits and everyday life of consumers, for several years it has been the subject of intensive research and forecasting the activities of consulting firms (IDC, KPMG, Forrester, Jupiter). These “statistics” and forecasts should be treated with extreme caution, given the limited information on the methods and sources used by these firms.
Besides the reliability of forecasting methods, the very definition of e-commerce can also be called into question. What are we trying to accurately measure? Statistics can vary widely depending on whether a restrictive or expanded definition of electronic commerce is used.
In any case, the definition shows which way you need to direct your thoughts in order to understand how this area works and what features should be considered when starting to work here. Therefore, always start by researching a niche and analyzing past results.
What is e-commerce? Important system of business evolution. Definition: Strictly speaking, e-commerce only considers online transactions (online payments). In a broader sense, this will also include transactions for which a connection between a buyer and a seller was made via the Internet even if payment was made by another channel — a meeting. Physical or telephone contact. With this last definition, we have a more relevant measure of e-commerce and its impact on transactions. Finally, to correctly solve the problem of e-commerce, it is important to distinguish between: B – B (business to business), which corresponds to intercompany operations (purchase of intermediate goods from suppliers).
As a rule, all analysts agree that B to B represents a much larger volume of transactions than B to C, and this gap should widen over the years. Currently, only the United States provides reliable U.S. Department of Commerce statistics and indicates that e-commerce accounted for 0.8% of retail sales in 2000. In France, there are only unofficial estimates. In the first half of 2000, online sales would have amounted to 1.6 billion francs, and for the whole of 2000 – 4 billion francs, an increase of 250% compared with 1.3 billion francs in 1999. However, e-commerce revenue is still much lower than that of Minitel, and insignificant compared to all trade (about 2,200 billion francs), which is less than 0.2% of retail. A modest amount of online shopping largely explains the current difficulties of many e-commerce sites. These sites are forced to lower their business plan and development. Investors have also become more cautious and selective regarding the financing of these sites. The bankruptcy of the Swedish online clothing store Boo.com in May 2000, which managed to raise and spend $ 135 million in just a few months, greatly increased this distrust, ups3. Nevertheless, online sales promise a bright future if we look at the growth rate over the past few years and already achieve some success in sectors such as travel (transportation, hotel), IT products (computers, software and cultural goods ( books, videos, music.) According to the Group, travel accounts for 47% of online sales in France, computer products – 23%, and cultural goods – 10%.
Are online sales more competitive than physical market sales? Are pricing and non-pricing strategies (advertising, differentiation) for distributors on the Internet different? What is the impact of online resellers, such as price comparison sites, on customer behavior? These questions can be answered by conducting a theoretical analysis of the specifics of the Internet and online sales. Empirical or statistical analysis can also be made from data collected on commercial sites and domains. Such an analysis shows all the information that is useful to you in your work.