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Saturday, June 14, 2008

An example of an E-Commerce success and its causes--GAP.COM

“This is about being clicks and mortar – letting customers access the Gap brands, whether in the store or online”
– Ron Beegle, E-VP, Gap Inc.Direct

Link: www.gap.com

Being the first bricks-and-mortar retailers to venture online, today, Gap Incorporation is one of the world’s largest specialty retailers. Out of US$15.8 billion revenue in year 2007, US$903 million was contributed through e-commerce.


Company Background

In 1969, Don Fisher and his wife Doris opened the first GAP store in San Francisco. The company took name from “generation gap”. Within a year, GAP reached $2 million sale. Stayed ahead of industry trends, Gap began to develop its online strategy. An online store was introduced in 1998 at www.gap.com, GapKids and BabyGap went online, followed, in1999 by BananaRepublic.com and oldnavy.com.


Causes of success

Gap was in retail industry for around 40 years. People trusted the brand. Customers already knew products, sizes and styles. This relieves the fear of buying clothes online. Secondly, company was spread all over the world which made online customers reachable by offline stores. Customers can return online products that did not fit to any Gap store whereas pure-plays customers had to mail back products. Company saved 49.9% of total costs for a Bricks-and-Mortar department stall.

Assessment of Typical Expenses of a Bricks-and-Mortar Department Store

Friday, June 13, 2008

An example of an E-Commerce failure and its causes-- Kozmo.com


Kozmo.com was one of the failure cases in the E-commerce industry and was founded in 1997 by investment bankers Joseph Park and Yong Kang with $4.5 million capital which rose from private investors.

The mainly service is delivering the goods with an attractive idea that is free of delivery charge. Customers can order wide variety products such as video, books and snack food from internet and it would be free delivered to them within one an hour even during the rainy day. It was attracted a lot of customers at that time, unfortunately, a tragedy was fall to Kozmo.com because of this attractive service provided.

Although the Kozmo.com received a lot of business, but the company was still unable to cover its expenses and costs. It was obviously showed that they can not afford the delivery cost after expanding its business to seven cities. The most significant is in year 1999, it had $3.5 million in their revenue but it faced a net loss about $26.4 million. The company tried to cover it with a charge on partly transaction, but it still unable to change the fate of the Kozmo.com. In the April of year 2001, the company ran out of its money and lay off its employees.

The main causes are the delivering fee was hard to be covered from the gain of selling the product and it was too difficult to expand its business to larger market. The analysts pointed out that the Kozmo.com must increase its customers' average orders and create an efficiency route structure that messengers can make multiple deliveries on something approaching a door-to-door basis. It is truly a loss of internet user that unable to enjoy this convenience service.


References:

http://www.cyberspacers.com/news/dot_com_flops/
http://www.cnet.com/4520-11136_1-6278387-1.html
http://www.ecommercetimes.com/story/6568.html?welcome=1213463999
http://tim.blog.kosmo.com/blog/_archives/2005/8/8/1119285.html
http://www.thestandard.com/news/2008/05/29/where-are-they-now-kozmo-com
http://news.zdnet.com/2100-9595_22-517775.html

Identify and compare the revenue model for Google, Amazon.com and eBay



Nowadays, Google, Amazon.com and eBay are most popular website or company in the internet. Many people feel curious that how those companies to generate huge income through internet. Now, let me tell you all about the five revenue model of those companies.

-Sales revenue is the income receive from sales of goods and services.
Google doesn’t have focus on the sales in their website, thus do not have sales revenue.
Amazon.com. has selling books, CDs, and videos through the website.
eBay has Marketplace where goods trading take place.
In sales revenue part, majority revenue of Amazon.com is come from this area.

-
Transaction fees are the commission earned based on the volume of the transactions.
Google’s business less involve in the sales transaction.
Amazon.com collects fees only when the item sells.
-
http://www.amazon.com/gp/help/customer/display.html?nodeId=1161240
eBay may earned transaction fees from each successful transaction made by the bidders or sellers.
-
http://pages.ebay.com/help/sell/fees.html
In transaction fees, ebay’s transaction revenue are more than Google and Amazon.

-Subscription fees are the fixed fees paid to get some services on monthly or yearly basis.
Google: For Premier Edition of organization package in gmail, it needs to pay $50 per user account on yearly basis. Other services no need to pay the fees.
Amazon.com: Some Digital Content made available to audience are on a subscription basis, this including, but not limited to, electronic newspapers, magazines, journals and other periodicals. Amazon has the right to change subscription terms and fees from time to time.
-http://www.amazon.com/gp/help/customer/display.html?ie=UTF8&nodeId=200144530&qid=1213378239&sr=1-2
-http://www.amazon.com/gp/help/customer/display.html?ie=UTF8&nodeId=200169380&qid=1213378239&sr=1-1
eBay: eBay Stores offers three subscription tiers with features designed to boost your success through every stage of business growth.
-
http://pages.ebay.com/storefronts/Subscriptions.html
Amazon and ebay’s subscription fees are more than Google.

-Advertising fees are the advertisers paid the payment to publisher because advertisers want to offer their goods or services to public and post the advertisement on publishers’ website.
Google: Most of the revenue of Google are come from advertising fees, the services provided is Google Adwords.
-
https://adwords.google.com/select/Login
Amazon.com. allows merchants to upload the product catalog feeds and bid for advertising space on the Amazon.com website.
-
http://www.amazon.com/Advertising/b/?node=276241011
eBay also allow advertiser to publish their advertisement on eBay’s website.
In the revenue of Google, it is about 99% come from advertising revenue.

-Affiliate fees are the commissions received by companies for referring customers’ link to others' websites and helps in promoting the products and services. These fees include cost per thousand impression (CPM), cost per click (CPC), and cost per acquisition/action (CPA).
Google: The google adsense is a program which includes AdSense for search and AdSense for content. Google affiliate revenues are generated by those activities.
-
http://www.webmasterradio.fm/Internet-Marketing/Blog-Buzz/Affiliate-Policing-and-More.htm Amazon.com: Amazon associate affiliate program is a site that links to products for sale on Amazon and can fetch the site owner a 15 percent commission on every new item sold at a discounted price.
-http://affiliate-program.amazon.com/gp/associates/join
eBay
: In eBay, if someone clicks the link and wins the auction; both side can get commission.
-http://www.imgiver.com/index/internet-marketing/article/ebay-affiliate-fees/
These three companies have affiliate income.
*Those website as a reference…


Thursday, June 12, 2008

The history and evolution of E-Commerce

E-commerce is also known as electronic commerce. It is the process of buying, selling, transferring or exchanging the products, services, and/or information over the electronic system like internet and/or other computer networks.
The meaning of e-commerce has changed over the last 30 years.
Originally, e-commerce refers to the facilitation of commercial transactions electronically, using technology such as Electronic Data Interchange (EDI) and Electronic Funds Transfer (EFT) which are both introduced in late 1970s.
In 1980s, credit cards, automated teller machines (ATM) and telephone banking are also accepted as forms of e-commerce.
From 1990s onwards, enterprise resource planning systems (ERP), data mining and data warehousing would also additionally be included in the meaning of e-commerce.

There are several steps involved in the history and evolution of e-commerce:
1st step=>
Development of Electronic Data Interch
ange(EDI)- EDI is a set of standards developed in 1960s to exchange the business information and execute the electronic transactions. But, there are numbers of EDI formats to be used by business and hence the companies is unable to interact with each other. In 1984, EDI was standardized through ASC X12. This enable the companies to complete transactions with one another stably and reliably.
2nd step=>
Development of online retailing
- In 1992, CompuServe offers online retail products to its customers. This is the first time that the people are able to buy things off their computer.
3rd step=>
Development of web-browser
- In 1992, Mosaic web-browser was available and it was the first “point and click” web-browser. After that, Netscape browser was introduced in 1994. It provides the users a simple browser to surf the Internet and a safe online transaction technology called Secure Sockets Layer.
4th step=>
Two of the biggest names in e-commerce are launched
- Amazon.com and eBay.com were launched in 1995.

5th step=>
Development of Digital Subscriber Line (DSL)
- DSL allowed quicker access and a persistent connection to the internet. This stimulates people spend more time and money online.
6th step=>
Retailing spending over the internet
- In 1999, retail spending over the Internet reaches $20 billion, according to Business.com.
7th step=>
Hackers’ Attack to the e-commerce players
- In February of 2000, some major players of e-commerce such as Yahoo, eBay and Amazon were attacked by the hackers. The attacks represent the need to improve the security in the development of e-commerce.


Current step=>
E-commerce applied broadly compared with old time; however the development of e-commerce is embarrassed by the security issue.

Reference:
History of E-commerce- www.ecommerce-land.com/history_ecommerce.html
History of E-commerce-
www.flysyk02.netfirms.com/Ecommerce/History.htm
Electronic Commerce- http://en.wikipedia.org/wiki/E-commerce