Session 3: Developing online training and e- commerce ... · •Ecommerce is more than just buying...

NATIONAL INCEPTION WORKSHOP ON

E-COMMERCE CAPACITY BUILDING FOR WOMEN-LED

MSMEs IN SOUTH ASIA

11 December 2019Dhaka,Bangladesh

Session 3: Developing online training and e-

commerce platform for South Asian women

entrepreneurs

Ms. Deepali Gotadke

Presentation structure

• Conceptual framework on e-commerce

• Developing an online e-commerce training course

• Developing e-commerce platform and training module

• Q & A

What is E-commerce?

• E-commerce, also known as electronic commerce is just the process of buying and selling produce by electronic means such as by mobile applications and the Internet. Ecommerce refers to both online retail as well as electronic transactions

• What is involved in e-commerce?

Why we need E-commerce?

• Ecommerce is more than just buying and selling products online.It also includes the entire online process of developing,marketing, selling, delivering, servicing and paying for productsand services. Provides ease to do the business.

• It is estimated that there will be 1.92 billion global digital buyersin 2019.In fact, with an estimated global population of 7.7 billionpeople, that’s about 25 percent of the world’s populationshopping online.

• Mobile commerce is increasing its share in the overall e-commerce

• Digital buyers want quick and easy way to buy online

• They also want the best price and free shipping

• Webrooming is slowly taking over showrooming

Major Types of Ecommerce

• Business-to-Business (B2B)• Business-to-Consumer (B2C)

Other types of Ecommerce

• Business-to-Government (B2G)• Consumer-to-Consumer (C2C)• Mobile Commerce (m-commerce)

Online E-commerce training course of 90 minutes duration

How to get started?

• Planning e-commerce

• Selecting platform : website or selling on marketplaces.

• the strategy for online users.

• choosing the online channels

• online marketing in general.

• the presentation and promotion of products

• the legal aspect

• how to handle shipping and payments,

• customer care.

What are the essentials to start e-commerce business?

• One must hold the bank account

• Have a Business Name

• Prepare the business plan

• Get the necessary permits for business

• Define the product/service and pricing

• Prepare the product and price catalogue

• Do basic promotion

• Maintain proper stock / Inventory

Common terminologies used in E-commerce

• Shopping cart

• Payment Gateway

• Inventory

• Shipping

• Discount rate

• Online Transaction

• Refund

• Listing fee

• Keyword stuffing

• Fulfillment

• Merchant Account

Digital Marketing

• Search engine optimisation

• Social media promotion

• Search engine marketing though paid ads

• Google analytics

How Social media helps to Ecommerce business?

• For businesses, social media is a powerful marketing tool thathelps them connect to thousands of people in their market,fellow players in the industry, and even influencers that canhelp them penetrate the market better.

Facebook

• Facebook offers a Facebook Market place and Facebook shopfor selling your products.

• In Facebook Marketplace buyers only get the informationabout the products and the seller.

• In Facebook Shop buyer can buy the product, Facebook

directs the buy link to dedicated online marketing stores like

Amazon, Flipkart, own website.

Google My Business is a tool for businesses to manage theirpresence across Google. When local businesses verify and edit theirbusiness information, they allow potential customers to locate themeasier.

• Shoppable Instagram now allows users to click on productsdisplayed in a photo or story. Once a user clicks on a product,they are directed to a page with descriptive product copy anda call-to-action (CTA). This CTA sends shoppers immediately tothe respective product’s page on your website.

• The key to getting the most out of selling on Pinterest is usingthe platform strategically to find your target buyers andinfluence a conversion.

How Online market places work :

• Amazon

• eBay

• Etsy

• Alibaba

• Walmart

• AliExpress

• GAME Marketplace

• Folksy

• Allegro

• Cdiscount

• Jet.com

Summary and Conclusion

• The Internet has lead to the birth and evolution E-commerce. E-commerce has now become a key component of many organizations in the daily running of their business.

• As the Internet and in turn E-commerce has developed, and continues to evolve and grow, it is vital that any organization, in any particular industry, must base its strategic planning around such a rapidly growing medium.

Online test

• The total duration of the course will be of 90 minutes.

• The course will include resource materials as well as video.

• There will be an online test that will be conducted after thecourse is completed.

• Those who score 70% or more will pass and will get aCertificate.

• The qualifying candidates will be invited for a hands-on basictraining course on e-commerce.

The training workshop and manual for Women Entrepreneurs

Module 1

Introduction to E-Commerce

• What is E-commerce? Importance of online Buyers and Sellers

• Why we need E-commerce?

• Business models – B2B, B2C, C2C

• Choosing platform and business plan(through website)

• Benefits of E-commerce:

1. Availability

2. Speed of access

3. Wide availability

4. Easy accessibility

5. International reach

6. Lower cost

7. Personalization and product recommendations

Digital Marketing

• Introduction to Digital Marketing• How Google Works?• Digital Marketing Types: • Search Engine Optimization (SEO)• Content Marketing• Social Media Marketing• Affiliate Marketing• Pay Per Click (PPC)• Email Marketing, etc

Common E-Commerce terminologies explained

Browser Search Engine

Landing page Domain Web Server Cookies and JavaScript

Website Web Traffic Online Transaction

CRM Affiliate Marketing

Online Payment methods

B2B Discount Rate

Promo code B2C Shopping Cart

C2C

Lead Invoice/Bill Payment Gateway

SEO Merchant Account

Conversion Rate

Blogs Pay Per Click (PPC)

Email Marketing

Shipping Mobile Optimization

Google AdWords

SMO QR Code Inventory Reviews Google Analytics

Facebookinsights

How Ecommerce Works?

Platforms for E-Commerce

• Amazon

• eBay

• Etsy

• Alibaba

• Walmart

• AliExpress

• Folksy

• Allegro

• Cdiscount

• Jet.com

• GAME Marketplace

Online Precautions

• Card Payments

• Cash Transfer

• Payment/Cash On Delivery

• Frauds(Banking/Cards/OTP), Awareness.

• Choose a secure ecommerce platform

• Use a secure connection for checkout (SSL)

• Don't store sensitive user data

• Request strong passwords from your users

• Always backup your system and database

Module 2

Module 2

• Exploring wesellonline.org website

• Three Main Parts: Buyer, Seller, Admin

• Seller/Vendor registration – Mandatory fields: contact number, email, tax registration details, local statutory requirements, contact address etc

• Seller Dashboard

• Company profile with signup process

Registration

Module 3

Product Catalogue

• Product Description is very important as Google uses content to learn what your page is about. When you provide this content, you instruct Google how to index your page and what to show it in the search results.

• Content should be relevant to the actual product. You will also need to use keywords, but always make sure that you use them naturally in the text, along with the synonymous phrases.

• Fields for a product :

• • Product size • Product length • Quantity • Color • Size guide • Store locator • Add to bag

Product Photography for Ecommerce

• Cropping/ Editing and enhancing images

• Basics of Photoshop• How to resize the

images and enhance the look of the image Types of e-commerce

• How to optimize the images

Product images

• Product images are an essential part of an e-commercewebsite. When it comes to the users, the most obviousrequirement is that the visual content is relevant and of high-quality.

• Name – Start by file name. Always make sure the file name isdescriptive and Size – High-resolution images are a fantasticpresentation for the website visitors, but they might causeoptimization problems for your website, such as decreasingsite speed. Therefore, make sure to use a tool to change theformat or compress the file when uploading images to server.

Adding a Product:

• Give the product name,provide main category and sub-category.

• Inventory management can also be done.

• The status of product : in stock or out of stock.

• The description of the product.

• Size and Price of the products can be given. Discount on theproduct can be mentioned.

• Bulk uploading of the products

Module 4

Shopping Cart

The shopping cart page contains the following information:

• Product list

• Price

• The total price. Apart from the actual product price, the price can include taxes, fees or shipping costs.

• Discount code

• Mode of the Payment

How to avoid Shopping cart abandonment?

Payment Gateway

• The different e-paymentoptions.

• Know the on-line payment services.

• The basic functions of online payment systems.

• The use of payment cards in electronic commerce.

• Examine how electronic wallets work.

Different payment gateways:• PayPal• SecurePay.com • CCAvenue• EBS• PaySimple• Payumoney• RuPay

Different mobile wallets:• PayTM• Amazon Pay• PhonePe• Google Pay

ShippingOptions

• Shipping yourself

• Fulfilment warehouse

• Dropshipping

• Shipping charges calculator

• Third party shipping solutions

Legal Guide for E-commerce

• Terms and Conditions

• Company information

• User rights and responsibilities

• Disclaimer and limitation of liability

• Privacy policy

• Refund policy

• About the terms

Terms of payments • Terms of delivery • Terms of shipping • Terms of refunds • Terms of use of your website

Frauds and Precautions

• Account takeover: Most ecommerce stores provide customers with accounts that store personal information, financial data and purchase history. Perpetrators often hack into these accounts through phishing schemes..

• Identity theft: Although most businesses take many precautions to secure customer data, fraudsters still manage to hack into databases and steal usernames, passwords, credit card numbers and other personal information.

Security threats :

• The most common security threats are phishing attacks,identity theft, digital currency thefts, data misuse, hacking,credit card frauds, OTP frauds etc.

eCommerce Fraud Prevention Best Practices & Precautions

• PCI-DSS Compliance.

• SSL Certification.

• IP Address Verification.

• Fraud Management Solution.

• Using Strong Passwords/ Protect your Data/e-identity

• Chargeback Prevention.

• Understanding Customer Behaviour.

• Secure your computer, have the latest operating system/antivirus software updates

• Be Social-Media Savvy

• Secure your Mobile Devices

• Keep up to date on major security breaches

Online Disputes in E-commerce

Some of the common reasons include

• Misleading product information,

• Defective products

• Unsecured websites.

• Usage of stolen credit cards.

Solution to e-commerce disputes

• The implementation of Online Dispute Resolution (ODR) bridges the justice gap due to high rise of cybercrimes.

• ODR is a means of providing access to justice which acts as a solution to the increase in e-commerce disputes.

• ODR makes the law more accessible to consumers involved in an e-commerce dispute, which as a result reinforces their trust in e-commerce transactions.

Thank you

deepali@webdreams.in