This document provides an introduction to eBusiness, including definitions of key terms, facts and statistics about eBusiness usage, challenges, and the future outlook. It defines eBusiness as using digital tools for both internal and external business purposes, including eCommerce (online selling), eMarketing, and social media. Facts presented include that 80% of Finns use the internet daily, over 25% of global tourists share experiences online, and eCommerce sales will reach $4 trillion by 2020. Challenges include low conversion rates, internationalization difficulties, and engaging customers. The future is predicted to include continued growth, blurred online/offline boundaries, increased personalization and automation through AI.

1. Introduction
to eBusiness
Johanna Heinonen
27.3.2018

2. Contents
1. Terminology
2. Facts
3. Challenges
4. Future

3. TERMINOLOGY

4. ”Normal”
Business
Digital
Business
Terminology
eBusiness
Internal and external uses of digital tools
eCommerce
Webshops and other selling sites
eMarketing / Digital marketing
Social
media
SEO &
SEM
eMailVRAR

5. eBusiness, eCommerce and Social media?
• eCommerce a term for any type of business, or commercial
transaction, that involves the transfer of information across the
Internet (~ web shops??)
• eBusiness can be considered as the whole value chain in a
company:
• Includes virtual companies as well as the traditional ones
• Can include Selling, Buying, Customer service, CRM, Collaboration,
Research, Promotion, Communication (internal & external), HRM etc
• Includes also supply chain management and cooperating with
business partners
• It also covers the integration between software
• communication between customers, stakeholders, employees and a
company
• eBusiness has a strategical focus – VALUE CREATION
• Even though social media as such is more of a tool or channel
for eBusiness purposes, it has also an uttermost importance in
WoM and customer engagement

6. IMPORTANCE
”Facts and figures”

7. Facts of eBusiness 1 - General
Source: Statista 2018 https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/

8. Facts of eBusiness 2 – Online travel

9. Facts of eBusiness 3 – Etravel domination

10. Finns
• 80 % of all Finns use internet many times a day
• 73 % has searched for product/service
information in internet during the past 3
months
• 44 % has bought something from internet
during the past 3 months
• 43 % follows social media daily
Global tourists
• 26 % share their experiences online
• 60 % use mobile
• 50 % ask their friends and acquintaces before
decision
• 80 % search information online
• Gamification is growing
• Amount of messages per person is increasing
(atm. even 5000 messages per day)
(Tilastokeskus 2015, Smartinsights 2015)
USE AND USERS
Facts of eBusiness 3

11. Facts of eBusiness 5 – Global marketplace
Source: Nielsen’s Connected Commerce Report – Link for report download
http://www.nielsen.com/us/en/insights/reports/2016/global-connected-commerce.html

12. FactsofeBusiness5–
Onlineactivitiesforpurchase
Source:Nielsen’sConnectedCommerceReport–Linkforreportdownload
http://www.nielsen.com/us/en/insights/reports/2016/global-connected-commerce.html

13. FactsofeBusiness7–Digitalmarketing

14. Facts of eBusiness 4
– Use of digital
among companies
Source: Eurostat

15. Facts of eBusiness 6 –
Use of social media
among companies
Source: Eurostat

16. CHALLENGES

17. Challenges of
eBusiness 1 –
Lost purchases
Only 1 – 3 % of visitors end up buying the
product

18. Challenges of eBusiness 2 - Internationalisation
Difficulties experienced when selling to
other EU countries, Eurostat 2016

19. Challenges of eBusiness 3
AMONG CUSTOMERS
• Misbeliefs and mistrust among
customers
• WoM (reviews, blogs, etc –
social media) and
crowsourcing
• Digital skills
• Information overflow
• Channel “hypes”
• ENGAGEMENT

20. Challenges of eBusiness 4
AMONG COMPANIES
• Marketing (SEO, multichanneling etc.)
• Company attitudes
• Changes, innovations and development
• Updating and resource issues
• Follow up and measurement
• Hackers, viruses, phishing, credit card frauds etc.
• Not understanding the nature of social media and online
• CEM (customer experience management)
• Contents

21. FUTURE

22. Future of eBusiness 1
• Increased growth and blurred borders (intenationalisation)
https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/

23. Future of eBusiness 2 – Traveller tribes
Source: http://www.amadeus.com/documents/future-traveller-tribes-2030/amadeus-traveller-tribes-2030-airline-it.pdf

24. Future of eBusiness 3
• Technical requirements
as well as demand for
global logistics,
invoicing and payments
• Automation and AI
• AR and VR, not only
mobile

25. Future of eBusiness 4
• Location and awareness (geo targeting)
• Learning from customers – knowing the customers
• Not only B2C, B2B or C2C separately, but together (group
buying sites)
• Affiliate marketing
• Personalisation

26. Future of eBusiness 5 in tourism
• Authencity - streaming new approaches to content
• Smart mobile (e.g. iBeacons)
• Online experiences and services during the trip
• Language versions (at least in Finland)
• Smart Advertising
• Intensified SEO
• Omnichanneling
• Personalisation
• VR and AR

27. THANK YOU!