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When utilized properly, it allows companies and organizations to enhance their profitability, move into new markets and also provide the consumers with better services and products. It is due to the advantages of the practice that several enterprises, both small and large, continue to incorporate it into their operations and procedures. By 2005, the e-business revenue exceeded $2 trillion (Laudon & Guercio 2014). This is a strong signal that additional businesses are becoming aware of the opportunities that are available and exploiting them for their own benefits and that of the customers. Some of the brick and motor enterprises which had only physical presence have decided to embrace it to realize the benefits of the innovation (Chaudhury & Kuilboer 2002). It is, however, important to remember that for a brick and motor business to embrace and benefit from e-commerce, it must be ready to counter some of the challenges inherent in the practice. With the right approach, positive outcomes will be realized both in the short term and long term.
E-commerce can be defined as a business that is transacted electronically. In most instances, the internet is used (Frieden & Roche 2006). Majority of people take e-commerce to be only about buying commodities over the web. However, it is much more than this. The practice includes purchasing various items from online sellers, online banking services and paying for travel services and accommodation. The basic idea is that there is minimal or no physical contact between the seller and the buyer of the commodity (Graham 2008). This is unlike the brick and motor business model, which requires the buyer to come to the physical location of the commodities and products and buy them or pay for them.
Brick and motor businesses rely on traditional selling platforms (Humeau & Jung 2013). This is the same model that Coventry Books has been using. For a customer to transact any business with Coventry
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Increasingly, technology is shifting the organization’s associations with its customers from a "face-to-face" to a "screen-to-face" communication. The Internet is not an innovation that concerns only one or two sectors of the economy. Because it revolutionizes the way businesses should prudently systematize their activities and go to market, the Internet affects all economic commotions.
Therefore, without actual exchange of value then such transaction is considered as an e- business and not electronic commerce (Satterlee, 2001). Just like any other business enterprise, the government owns a role of interest in e-commerce, not as stakeholders but as partisan to ensure that the necessary levy are paid besides enhancing fair, smooth competitiveness across all the business boundaries.
New business models inspired by the new technology break down traditional boundaries between business partners, in essence making all participants in a business transaction part of an expansive extranet. For many companies, a web site becomes one of the main tools which help to connect the organization with potential customers and suppliers.
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