Chapter 2

E-commerce Business Models & Concepts

Course name: E-commerce

Chapter 2
E-commerce Business
Models and Concepts
Instructor: Nguyen The Dai Nghia
Email: [email protected]
Phone/Zalo: 0936385487
 Chapter 2
E-commerce Business Models & Concepts

Learning Objectives
2.1 Identify the key components of e-commerce business
models.
2.2 Describe the major B2C business models.
2.3 Describe the major B2B business models.
2.4 Understand key business concepts and strategies
applicable to e-commerce.

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 Chapter 2
E-commerce Business Models & Concepts

Connected Cars: The Next Big

E-commerce Revolution?
• Class Discussion
– How are new connected car technologies also creating
new business models?
– What is the potential impact on different forms of e-
commerce, such as the content industry?
– Why are tech companies so interested in the connected
car platform?
– Are there any issues with respect to “connected” cars?

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 Chapter 2
E-commerce Business Models & Concepts

E-commerce Business Models

• Business model
– Set of planned activities designed to result in a profit in a marketplace
• Business plan
– Describes a firm’s business model
• E-commerce business model
– Uses/leverages unique qualities of Internet and Web

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 Chapter 2
E-commerce Business Models & Concepts

Eight Key Elements of a Business Model

1. Value proposition
2. Revenue model
3. Market opportunity
4. Competitive environment
5. Competitive advantage
6. Market strategy
7. Organizational development
8. Management team

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 Chapter 2
E-commerce Business Models & Concepts

1. Value Proposition
• “Why should the customer buy from you?”
• Successful e-commerce value propositions:
– Personalization/customization
– Reduction of product search, price discovery costs
– Facilitation of transactions by managing product delivery

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 Chapter 2
E-commerce Business Models & Concepts

2. Revenue Model
• “How will you earn money?”
• Major types of revenue models
– Advertising revenue model
– Subscription revenue model
 Freemium strategy
– Transaction fee revenue model
– Sales revenue model
– Affiliate revenue model

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 Chapter 2
E-commerce Business Models & Concepts

Insight on Society: Foursquare’s Evolving Business

Model: Leveraging Your Location
• Class Discussion
– Why has the shift in Foursquare’s business model been the key to
success for Foursquare?
– What is your opinion of Foursquare’s characterization of itself as one of
the “good guys” in the location data industry?
– How is Foursquare attempting to cope with a more privacy-conscious
business environment?

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 Chapter 2
E-commerce Business Models & Concepts

3. Market Opportunity
• “What marketspace do you intend to serve and what is its
size?”
– Marketspace: Area of actual or potential commercial
value in which company intends to operate
– Realistic market opportunity: Defined by revenue
potential in each market niche in which company
hopes to compete
• Market opportunity typically divided into smaller niches

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 Chapter 2
E-commerce Business Models & Concepts

4. Competitive Environment
• “Who else occupies your intended marketspace?”
– Other companies selling similar products in the same marketspace
– Includes both direct and indirect competitors
• Influenced by:
– Number and size of active competitors
– Each competitor’s market share
– Competitors’ profitability
– Competitors’ pricing

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 Chapter 2
E-commerce Business Models & Concepts

5. Competitive Advantage
• “What special advantages does your firm bring to the marketspace?”
– Is your product superior to or cheaper to produce than your
competitors’?
• Important concepts:
– Asymmetries
– First-mover advantage, complementary resources
– Unfair competitive advantage
– Leverage
– Perfect markets

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 Chapter 2
E-commerce Business Models & Concepts

6. Market Strategy
• “How do you plan to promote your products or services
to attract your target audience?”
– Details how a company intends to enter market and
attract customers
– Best business concepts will fail if not properly
marketed to potential customers

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 Chapter 2
E-commerce Business Models & Concepts

7. Organizational Development
• “What types of organizational structures within the firm are necessary to
carry out the business plan?”
• Describes how firm will organize work
– Typically, divided into functional departments
– As company grows, hiring moves from generalists to specialists

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 Chapter 2
E-commerce Business Models & Concepts

8. Management Team
• “What kind of backgrounds should the company’s leaders have?”
• A strong management team:
– Can make the business model work
– Can give credibility to outside investors
– Has market-specific knowledge
– Has experience in implementing business plans

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 Chapter 2
E-commerce Business Models & Concepts

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 Chapter 2
E-commerce Business Models & Concepts

Raising Capital
• Seed capital
• Elevator pitch
• Traditional sources
– Incubators, angel investors
– Commercial banks, venture capital firms
– Strategic partners
• Equity crowdfunding
– JOBS Act

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 Chapter 2
E-commerce Business Models & Concepts

Categorizing E-commerce Business Models

• No one correct way to categorize
• Text categorizes according to:
– E-commerce sector (e.g., B2B)
– E-commerce technology (e.g., m-commerce)
• Similar models appear in different sectors
• Companies may use multiple business models (e.g.,
eBay)
• E-commerce enablers

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 Chapter 2
E-commerce Business Models & Concepts

B2C Business Models

• Online retailer (e-tailer)
• Community provider (social network)
• Content provider
• Portal
• Transaction broker
• Market creator
• Service provider

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 Chapter 2
E-commerce Business Models & Concepts

B2C Models: Online Retailer (E-tailer)

• Online version of traditional retailer
• Revenue model
– Sales
• Variations
– Virtual merchant
– Bricks-and-clicks
– Catalog merchant
– Manufacturer-direct
• Low barriers to entry

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 Chapter 2
E-commerce Business Models & Concepts

B2C Models: Community Provider

• Provide online environment (social network) where people with similar
interests can transact, share content, and communicate
– Examples: Facebook, TikTok, LinkedIn, X, Pinterest
• Revenue models
– Typically use a hybrid model, combining advertising, subscriptions,
sales, and transaction fees

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 Chapter 2
E-commerce Business Models & Concepts

B2C Models: Content Provider

• Digital content on the Web
– News, music, video, text, artwork
• Revenue models
– Use variety of models, including advertising, subscription; sales of
digital goods
– Key to success is typically owning the content
• Variations
– Syndication
– Aggregators
• User-generated content, creators, and the creator economy
– Playing an ever-increasing role in online content landscape
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 Chapter 2
E-commerce Business Models & Concepts

B2C Business Models: Portal

• Search plus an integrated package of content and
services
• Revenue models
– Advertising, referral fees, transaction fees,
subscriptions for premium services
• Variations
– Horizontal/general: (examples: Yahoo, AOL, MSN)
– Vertical/specialized (vortal): (example: Sailnet)
– Search: (examples: Google, Bing)

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 Chapter 2
E-commerce Business Models & Concepts

B2C Models: Transaction Broker

• Process online transactions for consumers
– Primary value proposition-saving time and money
• Revenue model
– Transaction fees
• Industries using this model
– Financial services
– Travel services
– Job placement services

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 Chapter 2
E-commerce Business Models & Concepts

B2C Models: Market Creator

• Create digital environment where buyers and sellers can meet and transact
– Examples: Priceline, eBay, Etsy
– Revenue model: Transaction fees, fees to merchants for access
• On-demand service companies (sharing economy): platforms that allow
people to sell services
– Examples: Uber, Airbnb

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 Chapter 2
E-commerce Business Models & Concepts

Insight on Technology: Behind the Scenes at Etsy

• Class Discussion
– What are the technologies that Etsy uses to create an online platform
for sellers and buyers?
– What issues did Etsy face creating its platform?
– Have you ever used Etsy as either a seller or buyer? What was your
experience with the platform?
– What challenges does Etsy face in the future?

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 Chapter 2
E-commerce Business Models & Concepts

B2C Models: Service Provider

• Online services
– Example: Google
 Google Maps, Gmail, and so on
• Value proposition
– Valuable, convenient, time-saving, low-cost
alternatives to traditional service providers
• Revenue models
– Sales of services, subscription fees, advertising,
sales of marketing data

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 Chapter 2
E-commerce Business Models & Concepts

B2B Business Models

• B2B e-commerce marketplaces
– E-distributors
– E-procurement companies
– Exchanges
– Industry consortiums
• Private B2B networks

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 Chapter 2
E-commerce Business Models & Concepts

B2B Models: E-distributors

• Version of retail and wholesale store, MRO goods, and
indirect goods
• Owned by one company seeking to serve many
customers
• Revenue model: Sales of goods
• Example: Grainger

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 Chapter 2
E-commerce Business Models & Concepts

B2B Models: E-procurement Companies

• Creates digital markets where participants transact for indirect goods
– B2B service providers, SaaS and PaaS providers
– Scale economies
• Revenue model
– Service fees, supply-chain management, fulfillment services
• Example: Ariba

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 Chapter 2
E-commerce Business Models & Concepts

B2B Models: Exchanges

• Independently owned vertical digital marketplace for direct inputs
• Revenue model: Transaction, commission fees
• Create powerful competition between suppliers
• Tend to force suppliers into powerful price competition; number of
exchanges has dropped dramatically
• Example: Go2Paper

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 Chapter 2
E-commerce Business Models & Concepts

B2B Models: Industry Consortiums

• Industry-owned vertical digital marketplace open to select suppliers
• More successful than exchanges
– Sponsored by powerful industry players
– Strengthen traditional purchasing behavior
• Revenue model: Transaction, commission fees
• Example: SupplyOn

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 Chapter 2
E-commerce Business Models & Concepts

B2B Models: Private B2B Networks

• Digital network used to coordinate among firms engaged
in business together
• Typically evolve out of large company’s internal
enterprise system
– Key, trusted, long-term suppliers invited to network
• Example: Walmart’s network for suppliers

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 Chapter 2
E-commerce Business Models & Concepts

How E-commerce Changes Business

• E-commerce changes industry structure by changing:
– Rivalry among existing competitors
– Barriers to entry
– Threat of new substitute products
– Strength of suppliers
– Bargaining power of buyers
• Industry structural analysis

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 Chapter 2
E-commerce Business Models & Concepts

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 Chapter 2
E-commerce Business Models & Concepts

Industry Value Chains

• Set of activities performed by suppliers, manufacturers,
transporters, distributors, and retailers that transform raw
inputs into final products and services
• Internet reduces cost of information and other
transactional costs
• Leads to greater operational efficiencies, lowering cost,
prices, adding value for customers

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 Chapter 2
E-commerce Business Models & Concepts

Figure 2.4 E-commerce and Industry Value Chains

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 Chapter 2
E-commerce Business Models & Concepts

Firm Value Chains

• Activities that a firm engages in to create final products from raw inputs
• Each step adds value
• Effect of Internet:
– Increases operational efficiency
– Enables product differentiation
– Enables precise coordination of steps in chain

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 Chapter 2
E-commerce Business Models & Concepts

Figure 2.5 E-commerce and Firm Value Chains

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E-commerce Business Models & Concepts

Firm Value Webs

• Networked business ecosystem
• Uses Internet technology to coordinate the value chains of business
partners
• Coordinates a firm’s suppliers with its own production needs using an
Internet-based supply chain management system

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 Chapter 2
E-commerce Business Models & Concepts

Figure 2.6 Internet-enabled Value Web

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 Chapter 2
E-commerce Business Models & Concepts

Business Strategy
• Plan for achieving superior long-term returns on capital invested: that is,
profit
• Five generic strategies
– Product/service differentiation
– Cost competition
– Scope
– Focus/market niche
– Customer intimacy

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 Chapter 2
E-commerce Business Models & Concepts

E-commerce Technology and Business Model

Disruption
• Disruptive technologies
• Digital disruption
• Sustaining technology
• Stages
– Disruptors introduce new products of lower quality
– Disruptors improve products
– New products become superior to existing products
– Incumbent companies lose market share

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