Types of E-Commerce Web Sites
Electronic commerce offers much promise
to U.S. firms interested in using the Internet as another vehicle
for exporting. However, the marketing executive should be familiar
with the steps necessary to make the firm's web site e-export
capable. Many U.S. companies have a web site that fulfills one
or more marketing functions tailored to their business specialties.
These sites feature one or more of the following characteristics
(Note: all of the sites given as examples below have been internationalized
or have localized mirror sites to facilitate cross-border e-commerce):
Transactional Site
People who shop online are most familiar with this type of website.
A transactional site may be an electronic storefront for a brick-and-mortar
retailer or a catalog business, (e.g., Lands
End ), or a manufacturer showroom for those wishing to sell
directly to the public (e.g., Dell
Computer ). Transactional sites conduct full end-to-end
transactions via the website, allowing customers to search for,
order, and pay for products online as well as allowing them to
contact the company for after-sales service. The most sophisticated
sites create efficiencies by integrating the transaction process
with back-office systems such as accounting, inventory, sales
and others (e.g., Amazon ).
Information Delivery Site
This site generates sales by promoting corporate awareness rather
than facilitating online transactions. Its function is similar
to a brochure, providing information about the product or service
and contact information on how to proceed with a purchase. Because
this site is often static and doesnt require the software
systems necessary for online transactions, it is less expensive
to design and maintain than the transactional site. An information
delivery site is ideal for companies that market products and
services that cannot be provided online or goods that cannot be
sold online (e.g. Ford ,
Coudert ,
Caterpillar ).
A modified version of this site permits the buyer to shop online
for the best price from competing vendors providing the identical
product, e.g., authorized dealers of Honda America. Information
on options available for a particular model allows the buyer to
visualize the configuration and obtain an estimated
price for the vehicle.
E-marketplaces
These sites are market-makers: they bring buyers and sellers
together to facilitate transactions. Participation in a brokerage
often provides an efficient way of finding a customer without
the expense of building a proprietary transactional website. Types
of brokerages include auctions (e.g. eBay ),
virtual malls (www.virtualmall.com )
and matching services (www.buyusa.gov ).