E-Commerce Industry Overview & Marketing Techniques

Introduction to E-Commerce Marketing

E-Commerce was started 40 years ago until now continues to grow with new technologies, innovations, thousands of businesses entering the online market each year. When the internet is opened to the public in the1991 online shopping became possible.

What is E-Commerce?

E-Commerce is nothing but electronic commerce or internet commerce which is used for buying and selling goods or services through the internet. This refers to the sale of physical products online, but it also describes any commercial transactions through the internet. Through e-commerce, many of them benefited i.e., Independent freelancers, small businesses, large corporations which enables them to sell their goods and services at a scale.

It is a big marketing strategy that uses to promote business products, bands etc.

Types of E-Commerce Models:

E-Commerce consists of four categories which are used to take almost all transactions between the customers and businesses.

1.Business to Consumer(B2C)                         

2.Business to Business(B2B)

3.Customer to Customer(C2C)

4.Customer to Business(C2B)

Business to Consumer:

B2C e-commerce which is used to take all the transactions directly between the customer and business organizations.

In this model, a customer visits the website and then selects the catalogue, orders the catalogue and the goods are dispatched to the customer.

Following are the key features:

  • To attract the customers we require heavy advertising.
  • We need to invest highly in hardware/software.
  • To Provide good customer care service.

Consumer determines the requirement and searches for the website which is meeting their requirements. Then he/she compares the similar items for the price, delivery date. Later places the order and pays the bill.


Business to Business :

B2B e-commerce is an online sales portal, sale of products and services between companies. Compare to B2C, the B2B transactions are much more complex where B2C is relatively simple. Because of the business have large entities than individual customers. In B2C, we have fixed prices, low quantities but in B2B we have a higher volume of products and services and more complicated shipping requirements.

In this model, the business organisation sells its product to an intermediate buyer and then he sells to the final customer. It identifies business entities as both seller and buyer.

Key Technologies :

Electronic Data Interchange(EDI): EDI is an electronic way where we transfer paper documents into electronic documents i.e., word documents, spreadsheets etc. The main advantage of this is to reduce data entry errors and cost-effective.

Internet: Internet is nothing but a World Wide Web or network of networks connecting computers across the world.

Intranet: Intranet means a dedicated network within a single organisation

Extranet: Extranet represents a network with limited access to enterprise intranet like business partners, suppliers, customers.

Back-End Information System Integration:  Back-end information system integration is nothing but a database management system which is used to store the business data.

Architectural Models:

Supplier Oriented Marketplace: In this model, both business users and individual customers have a common marketplace provided by suppliers.

Buyer Oriented Marketplace: This model type is used to invite suppliers to bid on products catalogue to the own marketplace of the buyer.

Intermediary Oriented Marketplace: An intermediary company runs a marketplace for both buyer and seller transact with each other.


Customer to Customer:

The customer to customer is also known as consumer to consumer which is a popular e-commerce model nowadays. It is trade relations, not businesses where both sellers and buyers are consumers. This can be done online where the seller sells his products on the site and buyer can purchase what he/she wants.

C2C websites benefit from commission sites by the seller for listing goods. Paypal or a credit card is the online payment system which is used for transactions. E-commerce websites are not liable for product quality, payment security.

Due to the reduced price, the buyers will benefit greatly. The main advantage is to select the best option directly no need to contact intermediary assistance. The problem with this is lack of quality control. No one is guaranteed the purchased goods are of high quality or worth the money paid. This will help us to save time and energy.

Customer to Business:

C2B Marketing consists of three groups i.e., customer, business and intermediary where the relationships are changing. The customer is an individual who is going to offer something. Consumers are a network, they are not a market.

  • To populate their content the advertising agencies need to buy the stock photos.
  • Manufacturers need to take feedback on their products which is going to help to develop new products.

The Intermediary is the medium which is used to connect both businesses and individuals. Amazon is the best marketplace of this because of one buyer with many sellers.

E-Commerce is used to save time and energy very efficiently. We can display ads after watching videos this helps a lot because the buyer can visit the website if it is effective to purchase goods. Nowadays the chances of a buyer placing an order increases.

Five Effective E-commerce Marketing Strategies:

  1. Analyze your current position

2. Set an objective for your e-commerce business

3. Make your website user-friendly

4. The smart use of social media platforms

5. Invest in SEO and Re targeting

Examples of E-Commerce Marketing:

E-Commerce can have a variety of forms which is involving different types of transaction relationships between customers and businesses and also offering an exchange of different objects between them.





For an E-Commerce business,  email marketing is a powerful channel nearly whereas other channels like SEO and social media. There are no limits for this marketing it is an endless one. We cannot estimate by the customers by promoting because of present everyone is buying or selling goods online. The marketing will become a pillar of your business that continues to drive for new and repeat visitors to your site.

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