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Key Indicators for Successful Internet Commerce 147
money to do proper development of the e-commerce shop. Transaction costs
should also be low. The problem, however, is still to attract venture capital to ensure
a stable financial environment.
Feedback: According to the theory, feedback is important in order that ecommerce
entrepreneurs can assess if they are on the right track, their service is
correct and their customers are happy and will visit their e-commerce shop again.
It also means communicating the e-commerce vision inside and outside the
organization.
Management: The problem that the authors stated in the theory is that top
management should be fully committed to successful development of an ecommerce
site. If top management does not commit them to it, then the project and
e-commerce is doomed to failure. Roles for the team should be defined and
responsibilities should be allocated.
Marketing: It is important to note the number of advertisements with URLs
on them during visits to sport stadiums. Having a brilliant e-commerce site is no use
without marketing and the authors have pointed out that successful e-commerce
sites spend more money on advertising. It also pays to have a well-known brand
in your stable, as this would ensure that people do visit the e-commerce shop.
Changes should be marketed to partners, suppliers and customers.
People (staff and customer): The theory noted that well trained staff and
customer care would ensure that the site is successful. Without customers, there
would be no e-commerce and no survival. There should be input from end-users
as well (from both sides). Individuals should be educated about new processes,
systems and business practices.
Alignment of goals: The theory noted that the alignment of goals was a theme
that successful organizations should keep in mind while conducting e-commerce.
The responsibility rests with the e-commerce team to ensure that the e-commerce
goal and the organization’s goal should be aligned. The authors also noted that the
e-commerce team should not be part of the IT department or should be separated
once they had been picked.
Items not suited for sale over the Internet: the theory argued that many items
are not suitable for sales over the Internet, like funerals, perfume, etc. Organizations
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