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When electronic trade (also Internet sales, electronic market place, virtual market place) the virtual purchase procedure via long-distance data transmission within the distribution politics marketing designated. Here over Internet is completed a direct handels or service relationship between offerers and customers. In the broader sense it covers each kind of business transaction, with which the transaction partners use contribution electronic communicationses in the framework of achievement preparation, - agreement or -. The term electronics of the Business for this frequently which can be found in the literature became popular by a IBM advertising campaign end of the 1990er years.

The electronic trade is a part of the Internet economy (E-Commerce, E-Business).

DEMO

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Function in marketing

The characteristics with the electronic trade of the distribution in marketing-mix in relation to the traditional outlets are the enormous flexibility on the offer side, as well as a substantial reduction of the transaction costs with business partners. For example also travel or telephone costs is lowered to the acquisition and achievement presentation. - The spatial distances are to be overcome and required with physical capabilities nevertheless appropriate logistics capacities.

The term of the Onlineshop is here the eingedeutschte English name for the goods selling by the Internet operational readiness level of a dealer. Further names for the organizational conversion are Webshop and E-Shop (for electronics Shop) and/or rarely verdeutscht E-shop.

Due to the meanwhile extremely high market penetration of Internet connections in Germany, straight also under private households, became generally accepted here the E-Commerce in the C2C and B2C-Markt first over on-line auction platforms. Particularly in the B2C-Markt on-line dealers concentrate strengthened on the use of different price comparison portals and product search machines as kelkoo, smartshopping, idealo, etc. the strong frequentation of these platforms e.g. offer a very favorable alternative to classical search machine marketing to the Bekanntheitsgrad of the present on-line dealers to increase. With institutional business partners in the B2B-Markt advertisements and business preparations are completed likewise ever more frequently via Internet and some large-scale enterprises to leave already no more suppliers too, who do not take part this way in the assignment.

In the industriellen range can in such a way query, into its data base or CAD/CAM/CAQ systems for planning transfer the offerer in the direct contact with the customer technical specifications, delivery desires and pretty often also a demanded co-operation with other offerers and provide in shortest time custom-made offers, without field service attendance or aufwändige further inquiries.

This paragraph medium wins due to the high availability of the Internet in Europe increasingly in meaning for the consumer goods sales and likewise punctually for subsequent business in the capital goods sales is used.

Today one usually understands all methods of the completion about business and administrative procedures by electronic trade over electronic channels, whereby that is generally regarded to Internet or at least the techniques and minutes a substantial role used in the Internet to play and the information technology as a condition. An important aspect here is the abolition of medium breaks, how they are typical in the conventional Geschäftsabwicklung. Besides the interferences are to be reduced by humans into the business procedure to the necessary minimum. One speaks in this case of Straight Through processing. In addition however a large integration of the business functions is necessary.

If one links for this purpose application systems from different functional areas or over enterprise borders away, it concerns a classical application field of Enterprise Application integration (EAI). Enterprise content management (ECM) is regarded as one of the fundamental technologies for E-Businesses.

Economic bases

Economical bases

The understanding for the special characteristics of E-Businesses arises from the break with the neoclassical Mikroökonomie. This presupposes among other things homogeneous goods, perfect transparency of the market and the absence of preferences and goes thereby on a high, but abstraction level out of touch with reality. A closer-to-reality description of the economic life makes the new Institutionenökonomik possible (NIÖ).

In the context of the Institutionenökonomik the transaction costs play an important role. Internet can lower costs of a transaction in the search and preparation phase. Also in the completion phase chances exist for the lowering of the transaction costs. Altogether the costs of market transactions and the co-ordination sink over markets become more favourable.

It is however surveyed that it concerns here only variations of the Neoklassik, which are more out-differentiated as the original Neoklassik, but like these simplifications and fictions to the basis has. Likewise it is surveyed that the bare cost advantages cannot be translated into competition advantages, if in principle everyone can realize these advantages. On this condition the cost advantages become competitive disadvantages (Nicholas G. Carr, Does IT of matte? Information Technology and the Corrosion OF Competitive Advantage, HBS press 2004) or are at best in an extreme price competition of short duration (Frances Cairncross, The Death OF Distance 2,0, Texere 2002)

Thus the ability remains to create values as only however position characteristic. As example of a comprehensible and inquired increase in value opposite the “old economy” serves above all the Internet advertisement, which increasingly the paying fantasies the content replaces owners. It makes for the first time the measurement possible of a concrete Werbeerfolgs.

Economics of the attention

Professor Franck Oberasbach assumes in its book “economics of the attention” in the society attention gets an increasingly increased value. For advertisement nowadays each company enormous quantities of resources must be spent, there products over the Bekanntheitsgrad, mark and image be sold. Companies in the E-Business have to step on the one hand economical possibilities with the customer into contact, suffer however on the other hand to it that them regarding the flood of information of the WWW to go down. Some net art projects (million dollar homepage, the senseless 1234567$ club) or particularly failed E-Business-ideas work exactly with this topic and gain so enormous profits.

Economical bases

A goal of a transformation of an enterprise to electronic trade is the lowering of the costs in the enterprise. Measures, in order to reach this lowering, cover above all the optimization more insisting and creation of new business processes on basis of the Internet technologies. By this integration of the business functions along the creation of value chain is a more efficient Geschäftsabwicklung to be achieved. A further aspect is the fixed cost degression. Thus the removing meaning of the relatively high fixed costs is meant, since the variable costs in the electronic trade play a rather small role.

The advantages for enterprises can be:

  • New communication with customers
  • Increase of the customer satisfaction
  • Increase of the firm image
  • Development of new outlets
  • Production of new customers
  • Turnover increase
  • Efficiency increase

“Digital splitting”

The term “digital splitting” (often also English: “digitally divide”) designates the division of the world in with the use of electronic media progressed further and less part developed far. Economists assume the use of E-Business the growth of national economies increased and so already far developed countries their in relation to projection/lead fewer developed countries continues to increase. (see digital gap). Whether this phenomenon will lead really on a long-term basis to an enlargement of the distance between national economies or within a society is questionable. Finally already with other mass media similarly argued e.g. under the references “radio divide” or “television divide”. It was always stated that those groups/national economies, which had allegedly a disadvantage from a non--access with the purge of the prices and the simplification of the handling became also users.

Different market places

Dependent on the kind of the business partners one speaks of B2B, B2C, C2B or C2C-Marktplätzen. With open market places each market participant can register itself and participate, become with closed market places only certain, selected participants invited and/or certified. A horizontal market place illustrates individual business processes, for example with the focus procurement: In a horizontal procurement market place enterprises on the buyer side participate, which can to come from different industries and access a common group of suppliers. In contrast to it, a vertical market place forms different business processes of only one industry or group of users off (Katja judge, Holger Nohr: Electronic market places. Shaker, Aachen 2000).

After years, while developed for the one multiplicity of market places, flew the large E-Business-euphoria of the 1990er meanwhile are, one now generally assumes after a concentration process only few large market places will survive. Besides however increasingly also still specialized niche offerers might be established.

Today the situation changed clearly: the technology, in order to realize an electronic market place, became very many more favorable. In addition the trend comes to network different offers over standardized interfaces (APIs) so that a common market place with high offer density (e.g. Amazon Marketplace) develops. Vormals independent market places are integrated besides increasingly into spreading portal solutions.

E-Business according to kind of the participants

The electronic trade can be categorized according to kind of the participants

  • Consumer (customer)
    • C2C Consumer ton Consumer, consumer at consumers
      Auction trade e.g. over Ebay
    • C2B Consumer ton Business, consumer at enterprises
      Service offers of the consumers at enterprises e.g. more myHammer
    • C2A Consumer ton administration, consumer at government
  • Business (salesman, enterprise)
    • B2C Business ton Consumer, enterprise at consumers
      Versandhandel e.g. Amazon, eBay express, Otto etc.
    • B2B Business ton Business, enterprise at enterprises
      Trade between enterprises and supplier e.g. ExportPages, who supplies which?
    • B2A Business ton administration, enterprise on öffentl. Administration
      Execution of the achievement of enterprises to the state/public places
    • B2E Business ton Employee, enterprise at coworkers
  • Administration (government)
    • A2C administration ton Consumer, government at consumers
      electronically supported tax declaration e.g. Elster
    • A2B administration ton Business, government at enterprises
      Performance of public places at enterprises
    • A2A administration ton administration, government at government
      electronic traffic between authorities, exchange of information

Logical way gives it also electronically supported business processes of other categories, for example to consumers to public administration in form of the electronic tax declaration, but the abbreviation A2C or others of the combinations specified above is not generally common (still).

Onlineshop

The Onlineshop makes goods and digital products available in the Internet to the sales. It acts with a Shopsystem in principle around software with a goods basket functionality. The buyer selects the product and puts it into the Warenkorb. Behind a E-Shop stands a physical business, which completes the order. There is various E-Shop-software for this sales channel.

Modern Onlineshops does not only offer the possibility the product to the user in two dimensions to regard and a few technical data read. Within the range of high-quality consumer goods every now and then also three-dimensional product illustrations are visualized. The perception of the customer is to be led as near as possible to the reality. For this frequently also sound animations application as well as configuration programs find, with which the product in color, equipment and Design can often be adapted to the individual conceptions of the customer. The manufacturer and/or offerer wins in this way additionally valuable information about customer preferences.

Particularly well-known forms of the Internet trade are book and music dispatch and Internet auctions. In the course of the Internet boom toward end 20. Century gained Onlineshops more and more significance. Internet dealers have the advantage available that they do not need a physical sales room, these stand virtually as Internet side. Also Onlineshops need frequently no or only little stockroom, since they can arrange a supply often directly from the producer (drop Shipping) and/or the goods depending upon need to order to be able. Saved fixed costs can be passed on then to the consumer. Even Internet booksellers, who in Germany the book application of fixed prices is subject, which forbids discount actions, has the advantage by the assumption of forwarding expenses to the customer with same price the course to the book shop to save. Here one speaks of the classical Versandhandel. With digital products such as music files, software or on-line books the customer can download the product directly after the purchase. The physical dispatch is void in this case and the customer can its purchase immediately use.

Winners of this trend are beside the Onlineshops above all logistics enterprises and delivery services, while small and retailers are often the losers of this change. Also the IT-industry profits indirectly by higher order numbers for the technical supply and maintenance of the Onlineshops of the growth of the Internet trade.

 

On-line Shopping and Weihnachtsumsätze 2006

The Christmas business 2006 did not run in the trade so well expected, but the result of the previous year is held nevertheless. Other industries like e.g. journeys, thus the purchasing power shifts. In addition, grocery chains lure by deductions up to 25%. Amazon could not obtain 2006 its best Christmas business however the other Internet dealers to make a Christmas business.

A few facts to world-Christmas conversions…

Amazon:

  • Christmas 2006: more than 108 millions articles were sold
  • on 12 December 2006 3.6 millions articles were ordered
  • 41 articles per second were ordered
  • 94.000, - USD was worth the most expensive article

Ebay:

  • 17 million article were sold
  • the Top Ten list states BMW, afterwards IKEA, Puch, Nokia, Vespa, KTM, ESPRIT, Gucci, Ipod
  • 24 million article were bought
  • 120 million requirements were delivered

Adequacy

Since in the Internet no personal sales takes place, visual communication of the Internetshops must fulfill various requirements to the dialogue between offerers and customer. Large offerers observe test customers in special laboratories for the examination of the adequacy (usability) with its on-line (test) purchases. The realizations over eye movements on the screen, writing and pattern recognition as well as period spent within individual ranges of the Internet side are to give here information on possible improvements with prompting and motivation of the customer.

Shop architecture

A Shopsystem is the software basis of Onlineshops.

The Shopsystem can be data base-based both and be installed dynamically and application of Web on a Web server and by static HTML sides. At present there are approx. 200 Shopsoftwareanbieter alone in Germany. The offerers differ in the adjustment of their offer in orientation on different target groups. It gives to provide accordingly software at the small price for the mass-market and offerers, which specialized in it, to software individually aimed the requirements and/or optimize.

Most E-Shop-systems possess the following fundamental software components:

  • Shop data base with product information
  • Administration data base
  • Presentation system
  • Recommendation engine
  • Payment gateway
  • Tools

Increasingly E-Shops are equipped with live support systems, in order jump rates to to reduce and/or the consultation and the sales to support.

Apart from the target group orientation of individual software providers Shopsysteme differ also in the used technology. Here distinctive between Web-server-based applications and such, which produce only locally static sides, which are then loaded on the Web server and by Javascript on sides users over the Browser the goods basket function to make available.

An additional variant of a on-line Shops exists in the possibility of transferring the enterprise first a Internet service Provider. Comparably with large shopping centres, in which loading is rented by individual operators, that use then the infrastructure already existing, this kind of offer as `Shopping Mall concept' designated. Each individual Shopbetreiber receives its on-line Shopsystem, which is coupled to a source of software in the background. This has to meet the large advantage constantly progressing requirements to the software functions by this SOURCE sharing principle.

 

Paying systems

From individual-psychological view with the Internet sales a particularly high meaning is attached to the simple sales conclusion, because the customer is to be able to settle its Warenkorb without fear of overrun and espionage of its payment dates. Classical payment means Vorkasse, calculation, cash on delivery and credit card constitute a majority of the payments in Germany further. Also the well-known direct debit procedure application, since the restraining threshold is often smaller for the transmission of the bank account, finds as for the selection of an increase in value number or the indication of the credit card data frequent. Proprietäre Micropaymentsysteme have it heavily to be established. An anonymous paying procedure e.g. is giropay. The debtor is led by on-line Shop on the side of his credit institute and exchanges the personal data exclusive with its bank. The highest Bekanntheitsgrad with special for Internet developed Zahlungssystemen Paypal reached, a daughter of Ebay.

Overview of the paying procedures in the Internet

Conventional paying procedures

  • Calculation
  • Cash on delivery
  • Paper-bound transfer

Electronic paying procedures

  • Credit card
  • On-line transfer (on-line Banking)
  • collection /Billingsysteme: Function as intermediaries between offerers and a customer. The customer receives a customer number and a password
  • Electronic debit: The dealer receives a direct debit authorization from the customer account
  • Prepaid procedure: It here mostly concerns a map, which one up-loads with a certain amount. This paying procedure is usually used with smaller amounts.
  • Phone bill: The amount is deducted over the phone bill. The use takes place with small amounts, approximately with Musikdownloads.
  • Mobile telephone: The KVB for example offers its customers to be able to be sent tickets for public means of transport on mobile phone.

The majority of on-line dealers offers a combination of conventional and electronic paying procedures, frequently stands for two to four of the alternatives to the order, specified above. According to the study eCommerce is used the procedure of the calculation at the asked customers with 78,6% at most, followed of on-line transfers (60%), credit card (59.5%) and cash on delivery (57.2%). Dealers against it prefer Vorkasse (30.8%), credit card (17.6%) and cash on delivery (15.5%).

Criteria for the evaluation of Shopsystemen

  • Customer use - which increase in value can the enterprises supply by the Shop to their customer with?
  • Customer analysis - as and to which extent realizations can be won over the customers?
  • Integration ability - as and to which extent existing economical systems are merged?
  • Administration ability - as simple and flexible can be arranged/administered the system?
  • Future security - as are the transacted investments, which go the far beyond software acquisition?
  • Profitability - as the solution is expensive in the sense of totally Cost OF Ownership?

Security

Many the asked one gained already bad experiences with on-line Shopping. So for example did not indicate some that the angepriesene commodity did not correspond to the descriptions and pictures, goods to be returned or exchanged could, bought articles did not arrive, it problems for the notice of on-line of subscription gave or that account or credit data was abused. Besides the studies resulted in that noticed security in the Internet purchase is connected with the frequency of the use: The more frequently the E-Commerce is used, it is the more surely estimated.

The donation goods test recommends to pay attention with the trade in the Internet to the following:

  • The complete firm address of the offerer with contact possibility should be indicated
  • A quality seal should be present.
  • Coded connections during the account data communication are evident at „https:// “in the address line and a lock symbol in the Browser.

Besides donation goods test offers the possibility of the SSL check around the respective homepage for their security during the data communication to examine on.

Legal regulations

German regulations

Into §§ the 312b FF. BGB (in former times: FernAbsG) are special regulations to the so-called remote paragraph contracts. Among other things remote paragraph contracts are defined, indicated exceptions of the remote paragraph right and specified a comprehensive duty to supply information for the dealer. The consumer has now a revocation and/or a return right.

The Teledienstgesetz (TDG) specifies in this connection apart from the country of origin principle (§ 4) all obligation data for operators of, to also only slightly commercially operated Internet sides (§ 6) and regulates these responsibilities in the enterprise (§ 8-11).

With on-line closed contracts is often not clearly evident, which is to be used right. With an electronically closed sales contract would know for example the right of the country, in which the buyer has his seat, which the country, in which the salesman has his seat or which the country, in which the server is applicable is. The right of the E-Business is a so-called “cross section right”. Juridical insecurity does not mean however by any means that within the range of the E-Business a right-free zone prevails. Many more finds Regularien of the international right (IPR) (in Germany e.g. regulated in the EGBGB) application.

In the Federal Republic the Europeanlegal regulations were integrated to e-commerce into the BGB and are there generally to part and with the regulations to the consumer protection. The technical side of the E-Commerce is regulated in the medium service convention (MdStV) of the countries and in the Teledienstegesetz (TDG) of the federation, which contentwise hardly differ.

Austrian regulations

Legally regulated the subject is E-Commerce in Austria particularly by the E-Commerce-law (ECG), which remote paragraph law, which signature law, which entrance control law as well as the E-money-law, whereby contract and compensation-legal regulations of the ABGB and the HGB, as far as they are not modified by these special clauses, apply also here.

Transnational aspects

For the legal simplification of the transnational electronic trade and for the protection of the consumers involved with the EEC-e-commerce-guideline (guideline 2000/31/EG) for Europe legal bases were agreed upon and minimum standard. In the course of the conversion of this guideline in each member state two kinds were furnished by eCommerce junction points, in order to promote the growth of the electronic market place and eliminate legal difficulties. Junction point should be partners for the governments of the other member states, while the other junction point is assigned to place to consumers and entrepreneurs information ready for the Internet right and to call addresses from complaint and arbitration boards to.

In order to simplify the transactions, in principle right freedom of election of the parties prevails, see article 3 EVÜ and/or in Germany article 27ff EGBGB within the European Union with contractual obligations. An exception of it among other things consumer contracts represent, for which it specifies is that the consumer by a right choice the protection of compelling regulations of its country of residence may not do extracted, if e.g. an express offer or an advertisement in the residence and action state of the consumer precedes the contract conclusion see article 5 EVÜ and/or article 29 EGBGB.

In the B2B-Bereich for simplification the right of the salesman is often agreed upon. The right of the buyer country to refer would prove as complicated, the dealer would have in the European Union with 25 different right speaking to thus argue, which are written in addition mostly in strange languages. But also the country of origin principle does not prove as ideal: the buyer knows usually not the right of the other country and cannot thereby so easily its interests represent. Beyond that the right speaking of the individual countries are often different and overreach dealers of individual nations opposite others. Theoretically each country has to amend the possibility its iurisdiction accordingly, in order to strengthen the own economy. Around the equal chances to true and the transactions to simplify a uniform European competition right is an important goal.

Despite these shade sides the transnational Internet trade brings naturally many advantages. Many articles for example are offered only in certain countries. With the help of special search machines the potential customer can seek out now the looked for products and compare even the offers of the dealers in the different countries. Partly fall not only the prices of individual product groups differently out but also the VAT rates, so that despite the increased postage costs an order can prove abroad as very worthwhile. Within the European Union the buyer is not loaded with tariffs, so that the real costs remain transparency.

It can recapitulatory be said that the transnational electronic trade determines through legal uncertainties is somewhat braked, but a large development potential offers. A uniform European right that is still better considered the interests of the consumer for a further growth to surely provide on a long-term basis.

 

On-line purchase behavior

The following data refer to the results of two studies, the study „security in on-line trade 2006 “of eBay/TNS as well as „the eCommerce 2004 “on behalf the postal bank and europress service in principle resulted in these studies that men in the Internet buy more frequently than women. In addition it comes that well-known on-line Shops is preferred and the use of price comparison portals like idealo.de or guenstiger.de with increasing Internet experience rises. Better price and goods comparison possibilities are important apart from the fast supply of the goods above all the possibility around the clock to buy as well as. The study shows clear differences, what concerns the shopping behavior between male and female customers. Women therefore spend less time in the Internet, lie however with on-line purchase nevertheless in front. Men buy against it more frequently with auctions and foreign on-line Shops. The largest desire at the virtual purchase-stroll have income-strong women with an income of more than 3,000 euro net. While for men favourable prices are important, women attach great importance to quality of the commodity and the Kundenservice. Men lie clearly in front with on-line Banking, on-line Brokerage and the other completion of share deals in the Internet. During the investigation 264 on-line dealers and 1020 private people were asked.

Buyer

Altogether indicated 67% to the asked one, already once on-line to have acted or buy, while 33% were never commercially in the Internet active. The users eCommerce in 3 categories are divided:

  • „Heavy user “buy at least one mark in the week on-line,
  • „medium user “at least one mark in 3 months and
  • „low user “on the average every six months or more rarely.

Under the physical goods books are most frequently bought (75.1%), followed by journeys (59.4%), ticket (57.6%), CDs and DVDs (53.8%) and electronic articles (51.1%). In the range of the digital goods the Download of software is particularly likes (48.4%), followed from scientific papers (43.4%) and Musikdownloads (32.9%).

The most frequent answers to the question, which article would never buy the asked ones in the Internet, were:

  • Motor vehicles
  • Food
  • Clothes/shoes/accessories
  • Furniture
  • Entertainment electronics

Reasons for it are missing immediate quality control, small consulting possibility and a too high price for on-line purchase. In the case of the question, how much money with the purchase of an article at the most would spend user, an increase of the average maximum expenditures as a function of the frequency of the eCommerce use results. on the average maximally 393 would spend Low user €, would be ready medium user for expenditures of at the most 616 €, while those would spend heavy user however 779 € with on-line Shopping. As reasons, why did not ask no more spend, mainly safety risks with the payment or the transmission of data were called.

Dealer

Here altogether 1000 B2C-Unternehmen were asked, which announced 2003 a gross income of 11 billion euro. 51.1% expect a rise in the electronic trade in the next years, therefore 72.7% intend a development of their on-line offer.

Technical E-Business-standards

  • ebXML - XML for electronic business processes
  • XBRL - XML for the account system
  • BMEcat - XML for the exchange of catalog data/price information…
  • ETIM - Category of commodities system of the electrical industry
  • ECl@ss - category of commodities system of mechanical engineering
  • UNSPSC - Branchenübergreifendes Warengruppensystem der United Nations
  • proficl@ss - Branchenübergreifendes Warengruppen- und Warenmerkmalssystem
  • shopinfo.xml - Bereitstellung von Shop- und Produktdaten

Quelle:www.wikipedia.org
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