E-Commerce And Digital Business
E-COMMERCE ANDDIGITAL BUSINESSA GUIDE FORCANADIANFOOD ANDBEVERAGECOMPANIES
ContactIf you have questions about e-commerce or exporting your agriculture and food products, please contactthe Market access Secretariat at: aafc.mas-sam.aac@agr.gc.ca.Copyright, disclaimer and acknowledgementCopyrightE-Commerce and Digital Business: A guide forCanadian food and beverage companies. Her Majesty the Queen in Right of Canada,represented by the Minister of Agriculture andAgri-Food (2021)Government of Canada Catalogue Number:A22-275/2021E-PDFInternational Standard Book Number (ISBN):978-0-660-39292-9Agriculture and Agri-Food Canada Number:13076EPhoto credits - All photographs reproducedin this publication are used by permission ofthe rights holders.DisclaimerAlthough every effort was made to ensurethe accuracy and currency of the informationin this document, the Government of Canadaand AAFC do not guarantee, warrant,represent or undertake that the informationprovided is correct, accurate or current, andassume no liability for any loss, claim, ordemand arising directly or indirectly from anyuse of or reliance upon the information. TheGovernment of Canada and AAFC do notendorse or make any representations aboutany products, service or materials detailed inthe document, which are used at your own risk.Any authorized or permitted reproductionor redistribution of this document, in wholeor in part, must include acknowledgementof Agriculture and Agri-Food Canada asthe owner of the copyright in the document,through a reference citing the Governmentof Canada, the title of the document and theyear. Where the reproduction or redistributionincludes data from this document, it must alsoinclude an acknowledgement of the specificdata source(s), as noted in this document.AcknowledgementThis guide was produced througha collaborative effort between Agricultureand Agri-Food Canada and the TradeCommissioner Service of GlobalAffairs Canada.
IntroductionThe marketplace for selling food and beverage has been changing. Consumers arespending more time online and e-commerce, where you sell your products online, hasbecome a channel where more food and beverage products are being promoted andsold than ever before. Canadian Small-to-Medium-sized Enterprises (SMEs) in the foodand beverage sector have options to create their online presence and wdevelop sales inthis channel. This guide will explore the online opportunity for food and beverage SMEs.Key conceptsDigital business strategy (also known as a digitalstrategy to business) refers to the components of youronline approach to business. It should include a range ofelements, such as: Creating an online business plan and defining a targetmarket Developing a presence online, generating content, andmarketing your offerings Selling through e-commerce, and fulfilling those orders Measuring results and assessing the effectiveness ofyour strategyThe components of your digital marketing strategyshould be integrated with all of the other components ofyour overall company and brand strategy. Your digitalmarketing should reflect the same positioning as yourpackaging, any mass media you invest in and even yourtrade show booth.E-commerce (also known as digital commerce) refersto the act of selling and buying via the Internet. As withother distribution channels, e-commerce could be usedto sell to other businesses, directly to consumers, or acombination of the two.Return to Table of ContentsOnline communities are a group of people who havegiven you permission to communicate directly withthem online. This can be a proprietary list such as emailaddresses you maintain or people on a social mediaplatform where you can host your own group.Order fulfillment and shipping are the final stepsin getting your products to your online buyers. They areimportant considerations in e-commerce. Order fulfillmentincludes converting the digital order to a process wherethe proper item can be selected and packaged forshipping. Shipping is the movement of the product fromyour order fulfillment to the online buyer’s address.The complexity and costs of these tasks are importantconsiderations in your e-commerce strategy.Online marketplace is a website where suppliers listtheir products for sale and consumers or businessescan search for items to buy. The success of the onlinemarketplace is dependent on driving traffic to the websiteand buyers making purchases.E-COMMERCE AND DIGITAL BUSINESS: A GUIDE FOR CANADIAN FOOD AND BEVERAGE COMPANIES 3
ConsiderationsPrior to investing in an online presence and the platform tooperate an e-commerce business, it is important for producersand processors to consider the impact on their existing business.Selling products online will require an investment to create apresence in this channel and resources required to operate youre-commerce business. Attracting new customers and selling toyour existing consumers in this environment is different from aphysical space.Selling products online is crowded andcompetitive. Producers and processorshave the option of selling their productsto other businesses and/or to consumersdirectly. Each strategy requires a focusedexecution that is developed for the specifice-commerce segment. For any e-commercestrategy, there are four key areas on whichto focus:1. Develop your online presence2. Drive online traffic to where yourproducts are promoted and sold3. Establish your products within ane-commerce sales platform4. Implement an effective and efficientorder fulfillment and shippingstrategyReturn to Table of ContentsYour e-commerce strategy is a componentof your overall digital marketing strategy.There are many opportunities to developan online community and communicatedirectly with consumers. Because foodand beverage products are especiallyenticing and consumable products,consumers are also looking for recipes andother information to help them buy andprepare food. E-commerce presents manyopportunities to generate data aboutconsumers and results that can be used tobenefit your entire business.With consumers more interested in buyingonline and improvements in order fulfillmentand shipping, the opportunity for SMEsto sell food and beverage products onlinecontinues to evolve. This is a challengingchannel with numerous opportunitiesfor food and beverage producers andprocessors that are able to find the rightbusiness model.E-COMMERCE AND DIGITAL BUSINESS: A GUIDE FOR CANADIAN FOOD AND BEVERAGE COMPANIES 4
ContentsExecutive summary61The online opportunity for food and beverage companies92Considerations before adopting an e-commerce approach183An overview of e-commerce for food and beverages304Business-to-Business (B2B) e-commerce for food and beverages415Business-to-Consumer (B2C) e-commerce for food and beverages486Implementing a direct to consumer e-commerce approach for food and beverages:A step-by-step model617Order fulfillment and shipping778Marketing food and beverages online849E-commerce as part of an overall digital strategy94Conclusion102E-COMMERCE AND DIGITAL BUSINESS: A GUIDE FOR CANADIAN FOOD AND BEVERAGE COMPANIES 5
ExecutivesummaryUnderstande-commerce for foodand beveragesDetermine the righte-commerce channelsImplement ane-commerce anddigital businessapproachReturn to Table of ContentsUnderstand e-commerce for food and beveragesMore food and beverages are being sold through e-commerce than everbefore. Canadian food and beverage processors have an opportunityonline to reach consumers and businesses who are interested in theirproducts. In both Business-to-Business (B2B) and Business-to-Consumer(B2C) channels, buyers are searching and buying more online.With increased use of social media and theInternet, food and beverage processors canconnect with potential buyers and communicatedirectly with them. Selling online can lead toimproved margins and a long-term relationshipwith customers.on your behalf. E-commerce also has potentialrisks associated with it such as alienating someexisting customers and maintaining an equitableprice position across different channels. All of thesefactors can impact the development and successfulimplementation of an e-commerce strategy.E-commerce is a crowded market with buyers andsellers from across Canada and around the world.There are a number of challenges to develop andimplement e-commerce, such as finding humanresources with the right skill set, investing in theapplications and platforms required to executethe strategy and maintaining a secure onlineshopping experience. There are also threats toyour business that can be external such as cyberattacks, unfounded poor product reviews andshipping companies that do not execute properlyOne of the strengths of the e-commerce channel isthe direct relationships processors can develop withcustomers. Selling direct provides the opportunityto reinvest the margins made by retailers in otherchannels and to generate data that can be usedto predict future consumer behaviour. E-commercedoes offer opportunities such as selling intomarkets without bricks and mortar distribution,selling products to your online community andcollaborating with other processors on sales andshipping.E-COMMERCE AND DIGITAL BUSINESS: A GUIDE FOR CANADIAN FOOD AND BEVERAGE COMPANIES 6
Determine the right e-commerce channelsYour target market will determine the right e-commerce channel(s) to pursue. Theeconomic model is different for every sales and distribution channel. If you are sellingonline in B2B channels you will have different expectations from buyers in the B2Cchannels. In both B2B and B2C, e-commerce good product descriptions with the rightkeywords for searches and clear, accurate photos will help sell your products.B2B e-commerceto-Business-to-Consumer (B2B2C). This occurswhen you sell your products to a retailer andthey offer them to consumers on their website. Selling consumer packaged goods online towholesalers, distributors and retailers Selling food service products online towholesalers, distributors and restaurants Selling ingredients online to processorsB2C e-commerceIf you want to sell your products in the B2Bchannels you have three strategies to consider:Often, B2B buyers online are well informedand transactions can take longer becausethere could be several people in the buyer’sorganization to approve the purchase.Building confidence with buyers in yourability to execute can be an opportunity asthese larger transactions might be conductedentirely online.If you are selling to a retailer there is apossibility your products will be sold Business-Return to Table of ContentsIf you want to sell your products to consumersthere several B2C strategies to consider: Selling direct to consumers on your ownwebsite Selling direct to consumers on a marketplace Selling to consumers through social mediaSelling direct to consumers on your ownwebsite allows you to communicate with everycustomer and interact with them. You caninvite them into your online community and tryto develop long-term prosperous relationshipswith them. Depending on your e-commercesales, there can be considerable resourcesrequired to operate this part of your business.Online marketplaces are destinations foronline buyers. If you list your products on thesemarketplaces for sale, it is possible to takeadvantage of the considerable traffic some ofthem generate. It is even possible to sell yourproducts to consumers visiting the marketplacefor your competitor’s products. Onlinemarketplaces can be like a retail customerfor your business. They require attention andresources to manage the relationship and thebusiness you conduct with them.Social media is emerging as a separatee-commerce channel where products can bepurchased within some of the platforms. Thiscan be an opportunity for processors if yourtarget market is on the platform. It is possibleto promote and sell your products withpaid advertising or to an established onlinecommunity.E-COMMERCE AND DIGITAL BUSINESS: A GUIDE FOR CANADIAN FOOD AND BEVERAGE COMPANIES 7
Implement an e-commerce and digital business approachMarketing food and beverages online does present some differences from selling in otherchannels. Consumers have the ability to compare prices when shopping online and there areeven online tools they can use to perform this function. Shipping costs can be a significantportion of the final price and these can be a reason for consumers to abandon your productin their virtual shopping cart. Margins can be higher than selling into other channels, howeverit is important to capture all of the fees associated with e-commerce from website hosting totransaction fees from an online marketplace. There are many opportunities to promote yourproduct online and you can measure the effectiveness of your promotions. Your strategy caninclude influencers subscription boxes and/or bundling product(s) to reduce shipping costs.If you decide to sell your products online directly to consumers, yourwebsite will be the cornerstone of your e-commerce strategy. You canlearn a lot about your consumers from their visits to your websitewith analytics. An e-commerce platform is an important componentof your e-commerce strategy. There are a number of options toexplore that offer different features such as abandoned cart follow upand supporting different payment gateways. While developing youre-commerce model, security is an important consideration as this can bea concern for online shoppers.Order selection and fulfillment are integral to your e-commerce offering.Food and beverage products can be challenging to pack and ship withspecific requirements such as refrigeration or protecting glass packaging.It is possible to fulfill orders in-house or with a Third-Party Logistics(3PL) company. If you decide to sell on a marketplace, many of theseplatforms have fulfillment and shipping options. The best solutions fororder fulfillment and shipping are effective and efficient.Return to Table of ContentsIf you decide to sell your products online, e-commerce integrates withyour digital marketing strategy. Sharing content such as recipes is agreat opportunity to provide value to your target market and increaseconsumption. You can share these with your online community throughyour own email list and/or social media. Social media is a powerfulmedia to reach many consumers and it is beneficial to have a strategyfor owned, earned and paid content.E-commerce is a channel that can be an opportunity for food processors.Similar to other channels, it is still necessary to offer a product thatdelivers value and meets or exceeds the needs of your target market.Selling products online can deliver incremental sales and marginhowever there are costs and resources required to develop and maintaina successful e-commerce business.E-COMMERCE AND DIGITAL BUSINESS: A GUIDE FOR CANADIAN FOOD AND BEVERAGE COMPANIES 8
1. The onlineopportunityfor food andbeveragecompanies1.1Why adopt e-commerce1.2A changing marketplace1.3Profile of the online food andbeverage consumer1.4Developing directrelationships with consumers1.5Summary snapshot: Theonline opportunity for foodand beverage companiesReturnReturn toto TableTable ofof ContentsContents
1.11.2Why adopt e-commerceA changing marketplaceTraditionally, food and beverages havebeen sold in stores or direct to consumersat farmers’ markets and other venues.Online shopping for these categorieshas been available for many years butconsumers were slow to embrace it inCanada. Despite the increases in onlinesales in other sectors, food and beveragecontinued to be dominated by a visit toa store, market or other venue.Food and beverage are often highly consumable items,which results in consumers purchasing these productsfrequently. For example, perishable products often havea short shelf life and require refrigeration. With moredemand, shipping companies are adding resources toallow for reduced shipping times which enables food andbeverage suppliers to offer more perishable productsonline. Consumers have also been more interested inordering these products online. When changes in consumerbehaviour occur, they can happen quickly.The impact of the COVID-19 pandemic acceleratedthe growth of online sales in many food and beveragecategories. Consumers were encouraged to reduce visitsto stores, avoid crowds and as much as possible, stayhome. The market responded and online sales for foodand beverage increased by 107% from February toApril 2020, according to Statistics Canada’s researchin “Retail e-commerce and COVID-19: How onlineshopping opened doors while many were closing”.E-commerce has emerged as a viable option formany food and beverage producers and processors.The marketplace is evolving quickly where producersand processors can definitely consider this as anotherchannel to distribute their products.The changing marketplace is driven by a changing consumer. During 2020 manyshoppers did not feel safe in retail stores, especially where there were crowds.They changed their shopping habits to reduce trips to stores and in some caseseliminated them altogether. In certain markets it was mandated to reduce storecapacity, which required consumers to wait in line outside stores. This was anotherfactor influencing consumers to explore options to visit stores.There are a number of reasons to consider adoptinge-commerce as part of your distribution strategy.Return to Table of ContentsE-COMMERCE AND DIGITAL BUSINESS: A GUIDE FOR CANADIAN FOOD AND BEVERAGE COMPANIES 10
The increases in these products being purchased onlinehappened and continues to evolve in four differentsegments of the market:1.Producers and processors selling direct to consumersfrom their websites.2. Producers and processors selling their products onthird-party marketplaces such as Amazon or LocalLine.3. Producers and processors selling their products totraditional retailers who sell the products on theirown online platform. For example, if your product islisted in a Save On store it is also available on theirwebsite.4. Producers and processors selling their products totraditional retailers and the order is selected byan independent company and delivered to theconsumer. For example, your product might be listedat Loblaw and it is available through Instacart.Due to increased traffic and more volume beingtransacted in these channels, the offerings haveimproved for consumers. Many producers andprocessors are improving their websites, with the resultbeing better experiences for consumers. There areoptions to support e-commerce that make it possible forany size company to sell their products online. Millionsof consumers visit the largest third-party marketplacesevery day. They are attracted to one product andenticed to buy more. Some companies offer a paidmembership option that includes ‘free’ shipping which isvery appealing to consumers.The increased demand for online food shopping alsoresulted in retailers improving their offerings. Some haveReturn to Table of Contentsadopted the click and collect model where consumersorder online and drive to the store or a predeterminedlocation to pick up the order selected by employeesof the retailer. Other retailers invested in stand alonewarehouses dedicated to online order fulfillment anddelivery. Consumers looking for online shopping anddelivery can also select third party companies tocomplete the shopping and deliver products. This optionis not available in all markets.Retailers across all categories are implementingchanges to their offerings. Their online platforms haveimproved and they are promoting more offers for onlineshoppers. Many retailers are also investing resourcesto build their own online community where theycommunicate directly with consumers. This allows themto manage the conversation, control access to theirconsumer base while not being dependent on a thirdparty platform.The swift rise of third-party marketplaces has changedthe entire market. Consumers are now in the habitof checking prices online, regardless of whether theyplan to visit a store or conduct the transaction on awebsite. Another factor impacting shopping habits is theavailability of inventory in stores. Inventory is a cost to aretailer and some retailers are reducing inventory at thestore and encouraging consumers to shop online. All ofthese factors are influencing how people shop for manyitems.Consumers perceive they can find what they want,compare prices and enjoy the convenience of shoppingwherever and whenever they want.E-COMMERCE AND DIGITAL BUSINESS: A GUIDE FOR CANADIAN FOOD AND BEVERAGE COMPANIES 11
1.3Profile of the online food and beverage consumerConsumers in Canada are changing where they shop, how they shop, why theyshop and even the demographics of the shoppers are changing. The pace ofchange is rapid and although it is a challenge to keep up, it is also an opportunityfor products that are available online.Consumer preferences and expectationsPrior to the pandemic, online offerings for food and beveragewere concentrated in areas with dense populations and someplatforms were more challenging to use than online shoppingfor general merchandise. This has changed and consumerscoast to coast have online access to all of the items intraditional food stores. Consumers are also buying food andbeverage products online from non-traditional sources such asthird-party marketplaces.Convenience has always been an important factor whenconsidering where to buy food and beverage. Consumers nowperceive shopping for these items online to be convenient.They have access to all of the items in stores in theirneighbourhood or thousands more from online retailers.This selection and the convenience of home delivery insome markets has changed the consumer’s definition ofconvenience.As more retailers and online sellers improved their ability toexecute, consumer confidence in online shopping improved.The ability of the store to select quality perishable productsfor online orders was a big factor in building consumerconfidence. The increased volume in food stores during thepandemic has made it possible for them to invest in staff andensure they are properly trained to select the right products.Return to Table of ContentsAdoption of e-commerce andonline shopping by consumersOnline shopping for food and beveragehas increased. Many consumersadopted online shopping during2020. When they did take the timeto learn the platforms and increasetheir confidence in e-commerce forfood and beverage, greater numbersof consumers adopted this form ofshopping.More people are shopping from homethan ever before in Canada. They havethe option of getting their food andbeverage delivered or to pick it upwith the click and collect model. Manyretailers offered free online shoppingduring the pandemic, removing thebarrier of nominal fees for orderselection.Mobile friendly platforms fore-commerce have also been popularwith consumers. For example, in 2018more than 88% of Canadians overthe age of 15 had a smartphone withaccess to the Internet, according toStatistics Canada - Table 22-10-0115-01Smartphone use and smartphone habitsby gender and age group. With socialmedia extremely popular, retailers, thirdparty sellers, producers and processorscan communicate and provide shoppingoptions within paid advertising orgeneric posts.Penetration was low for online shoppingfor food and beverage prior to 2020.Consumers were skeptical of someoneelse selecting the food they wouldbe sharing with family and friends.Retailers and others selling food andbeverage online had to prove theycould deliver the correct product andquality expected. Consumers developedconfidence in a company’s ability tocharge the right price, select the rightperishables and deliver the correctitems. Despite rapid increases in onlineshopping, online sellers proved theycould execute, which had a positiveimpact on consumer confidence.E-COMMERCE AND DIGITAL BUSINESS: A GUIDE FOR CANADIAN FOOD AND BEVERAGE COMPANIES 12
E-commerce provides a new way tounderstand your customersTraditionally, food and beverage waspromoted with weekly flyers and retailersused in-store merchandising to influenceconsumers’ buying decisions. This evolvedto social media with online promotions andloyalty programs that offer extra incentivesfor buying certain products. Consumers arestill motivated by special offers, discountsand loyalty points. They are looking forthem and finding them online. Consumersare enrolled in online communication andgiving e-commerce sellers permission tocommunicate with them online.Online shopping is different from buyingin the store. When consumers shop atstores, they decide which store will be theirprimary destination and they compare withinthe category. They are limited to what isavailable in the store and the category. WhenReturn to Table of Contentsthey shop online, they compare more betweenstores and might rely on reviews from otherconsumers they do not know. It is a differentbuying decision.One feature of online shopping that differsfrom the store is the ability of CustomerRelationship Management (CRM) platformsto maintain purchase history and use artificialintelligence to predict what consumers willbuy. Many online shoppers like the purchasehistory because it reduces the time requiredto find items they want to buy again. If theyare satisfied with the value the item delivers,they just want to get it into their virtual cart.Using the shopper’s purchase history andother information they collect, online sellersare able to predict what consumers areinterested in buying. This can result insignificant incremental sales and consumersappreciate it in being introduced to new ordifferent products.The consumer shopping experiencefor food and beverages differswhen taken onlineFor many consumers there are five majorattributes that influence their shoppingfor food and beverage: price, convenience,selection, shopping experience and quality.There are other factors and every consumerhas their own breakdown of these attributesto determine where they shop. Whendeciding where to shop online, they mighthave different priorities. Canada Posthas generated a summary of Canadianconsumers buying groceries online: Isonline grocery the rising star on Canada’se-commerce horizon?Shoppers in food and beverage categoriesput considerable emphasis on price becausethese products are a significant portion ofthe weekly expenditures in any household.With online shopping it is much easier tocompare prices and some online sellers evencompare the prices for shoppers. Consumersshopping online have the ability to compareprices quickly, wherever they happen tobe shopping. Delivery is one component ofthe price equation that is variable. Someconsumers will pay fees for delivery and otherswill exit the buying decision when they seeextra shipping costs. Large third-party sellershave eliminated this barrier to purchase withannual subscription fees that include “free”shipping. An example of this is Amazon Primewhere consumers pay an annual fee to be anAmazon Prime member, which includes freeshipping on millions of products and otherbenefits.E-COMMERCE AND DIGITAL BUSINESS: A GUIDE FOR CANADIAN FOOD AND BEVERAGE COMPANIES 13
Convenience has always been an important factor to consumers whendetermining where they shop for food and beverage. Convenience online isdifferent than selecting a physical store. When selecting a physical store,accessibility, location and layout affects the decision. Location is still afactor if the shopper is participating in a click and collect model: if theychoose to use delivery, location is irrelevant. Convenience online occurswhen products are easy to find and they arrive in the time frame promised.Consumers have access to almost any product they could ever be lookingto find. Selection online is almost limitless. Selection in physical stores isalso decreasing as retailers reduce carrying costs for inventory that doesnot sell quickly. As this equation continues to change, more consumers willbe looking online as selection in physical stores decreases.The online shopping experience is about the website working properly anda seamless process to checkout. Many websites now offer real time chatwhich is often more artificial intelligence being used to answer questionsconsumers ask over and over again.Return to Table of ContentsQuality of food and beverage purchased online was a hurdle online sellershad to overcome. Consumers were leery of retailers, third party sellers,and producers and processor’s ability to select and deliver the quality theyexpected. As sales are increasing, consumers must be pleased with theimprovements in all aspects. Any organization selling online must have asolid process in place to work through issues with unsatisfied consumers.Consumers have options and they will find alternative choices very quicklyif they are not satisfied.With consumer behaviour changing and more food and beverage beingpurchased online, there are opportunities for small-to-medium-sizedbusinesses to explore this channel. Within the channel there are optionssuch as selling direct, a third-party seller or through a traditional retailer’sonline platform. There is no right solution for everyone and it is importantto assess the opportunities and challenges associated with each model.Consumers are shopping differently. Producers and processors who adaptto these new priorities and shopping patterns will have better opportunitiesto build relationships with consumers in their target markets.E-COMMERCE AND DIGITAL BUSINESS: A GUIDE FOR CANADIAN FOOD AND BEVERAGE COMPANIES 14
1.4Developing direct relationships with consumersA valuable asset for any food and beverage business is a group of loyal consumers whounderstand the product and support the brand. These consumers could purchase the productsthrough different channels and each of these touch points allows for you to build a relationship.In the traditio
5 Business-to-Consumer (B2C) e-commerce for food and beverages 48 6 Implementing a direct to consumer e-commerce approach for food and beverages: A step-by-step model 61 7 Order fulfillment and shipping 77 8 Marketing food and beverages online 84 9 E-commerce as part of an overall digital strategy 94 Conclusion 102
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1.3 Various applications of E-commerce 1.4 Features of E-commerce Technology 1.5 Types of e-commerce 1.6 Impact of e-commerce 1.7 Summary 1.8 Self-Assessment Test 1.9 Suggested Readings 1.1 Introduction E-commerce is buying and selling goods and services over the Internet or doing business online. Commerce is part of e-business as specified in .
ShopVisible in January 2015, adding what is now Aptos' Digital Commerce and Enterprise Order Management solutions to its end-to-end retail software suite.) The platform is now being sold as Aptos Digital Commerce. Aptos Digital Commerce is sold primarily to companies with digital commerce GMV revenue between 10
Chapter 10: E-commerce: Digital Markets, Digital Goods E-commerce: Use of the Internet and Web to transact business. Began in 1995 and grew exponentially; still stable even in a recession. Companies that survived the dot-com bubble burst and now thrive. E-commerce revolution is still in its early stages. E-commerce and the Internet
Introduction to e-commerce 1 LEARNING OBJECTIVES c To understand the complexity of e-commerce and its many facets. c To explore how e-business and e-commerce fit together. c To identify the impact of e-commerce. c To recognise the benefits and limitations of e-commerce. c To use classification frameworks for analysing e-commerce.
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E-COMMERCE SHIFTS INTO HIGHER GEAR E-commerce is big business and getting bigger every day. Growth estimates from eMarketer report that business-to-consumer (B2C) e-commerce sales worldwide will reach 1.5 trillion in 2014, increasing nearly 20% over 2013. But not all e-commerce categories are created equal. The most popular e-commerce .
