There can be two different market models those that own and run their own outlets (bricks and mortar stores) and the franchise model where there are many stake holders with investments in individual stores.
The opportunities vary between these two different models but the core issues are very similar. In the franchise model the online store can be seen as a competitor and the franchiser competing against the franchisee. However if business transacted online can drive new traffic to the franchisee then the issue of competition might go away. The franchisee can also be given the opportunity to sell online and become part of a virtual franchise like it is part of the physical franchise. The franchise model is perfectly aligned as a "community of interest" which could result in a powerful presence.
Most (if not all) companies in Australia today have encompassed some part of the overall eCommerce picture. It might be ePayments or eProcurement or some form of Business to Business (B2B) capability. What we want to concentrate on here is Business to Consumer (B2C). In a recent article Chris Hitchen, CEO of Getprice.com.au, has said that they have seen a huge increase in traffic to their product comparison portal year over year. This similar message has been delivered by numerous organisations, like PayPal and eWAY, doing business online in Australia. So search online and buy is becoming more the norm as we move forward with consumers becoming used to and feeling safer buying online. The increase in online search and buy has been put down to various reasons; from the current economic conditions and the need to find a bargain; to the changing face of our population and the increasing activities of the Gen-X and Gen-Y demographics. As these generations age and assume more wealth they will increasingly transact online as they have engaged online in other areas from social networks to online games to music and entertainment. Or, maybe there is just not enough free time to enjoy; searching and buying online offers a faster and more time efficient alternative to queuing in traffic, waiting for public transport, fighting for a parking spot or dealing with crowds. And you can do it any time of day and any day of the week.
Establishing an online shop can, in many ways, be likened to establishing a new bricks and mortar store. The issues that we will address are:
The difference is the cost. It is possible to establish an online store that is fully integrated to existing systems for far less outlay in capital cost than the establishment of a bricks and mortar store.
This is about connections to existing systems within the organisation these generally are:
Most modern eCommerce Software has the capability to utilise Web Services, SOAP and REST APIs as a communication protocol to other systems. Some older or legacy applications might not have web services APIs but in that case other file transfer systems and even flat files can be utilised.
Orders placed online need to be fulfilled (pick, packed and shipped) as quickly as possible. Part of the integration requirement is to provide an order feed to the ERP solution in use so that new orders can enter the system. This enables effective stock control and management. It might be useful to view these orders as a separate internal account for ease of identification. Online shops may experience a higher level of returns and refunds than a physical store. So the online processes need to be well defined as do the Term & Conditions and the Refund Policy.
In the current environment an online shop must be connected to an automated payment system to allow for the handling of credit card information away from the website. There are very specific Payment Card Industry Data Security Standards (PCI DSS) that define the processes around consumer credit card information. There are many compliant payment systems available and there in no excuse for manual processing of credit card data. Payment providers have APIs and documentation that enables the seamless integration with most online shop software. So once the order is completed on the shop and confirmation is sent then the payment has been completed. Credit card data is kept by the payment provider and not on the website. Payment providers have to comply with the PCI DSS and are regularly audited. In addition many have enabled enhanced fraud detection to reduce the potential for fraudulent transactions.
There are similar roles required for the management of an online shop as for a physical shop. The differences are:
Just as you need someone to arrange the physical store you need a person(s) to arrange the virtual shelves (web pages) of the online store. Content like product data, images, special pricing will come from the internal systems integrated to the online store. However you still need some work to arrange the products for best sales presentation. The help desk may need to be organised to handle new requests and over extended hours.
Operating costs will vary based on the number of visitors, volume of business, amount of content, levels of integration and technology being used. Visitors and Page Impressions directly translate to bandwidth, utilisation and performance. If the online store is a significant part of the business then the infrastructure needs to be built with that in mind. Generally large eCommerce websites are better hosted in purpose built and accredited data centres. These data centres have redundant and powerful Internet connections, redundant firewalls and switches, redundant power supply and 24 / 7 systems monitoring. Failure of a website or infrastructure, so that it is not available, can destroy many months or even years of business development.
You can download the full document with some estimated operating costs described based on the size and requirements of the business.
It is possible to quickly and efficiently build and deploy an enterprise level online eCommerce shop operating in B2C (or B2B) mode using the latest generation of technologies.
The estimates in the above table can be used as a guide and can vary with individual situations. But in general they provide an accurate cost range for the development, deployment and management of an enterprise level online shop. Another option for large enterprises is micro-sites that are targeted at specific products, markets or demographics. These can allow a retailer to test new markets or products quickly and efficiently with a minimal investment of potentially less that $10,000 - $30,000.