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Table of Content
2.1.4 Accessibility............................................................................................................ 13
2.3 Advantages and Issues of m-Commerce for The Furniture Store’s business ................ 17
2.4 Security threats to The Furniture Store’s related to mobile devices .............................. 18
References ..................................................................................................................................... 21
1 CASE STUDY: HomeStay
An e-commerce portal is a digital platform that host both owning business and its
customers to conduct business transactions and interactions instantly. They are aimed to facilitate
connected and intuitive business operations and improve service. This portal also allows
businesses to integrate and interact with their suppliers (Laudon and Traver, 2016).
The idea proposed in the case study is to develop an e-commerce business portal that
facilitates interaction between HomeStay, its customers, and its suppliers (friendly hosts) in Peru
and other nearby countries also. In order to assess the benefits and challenges of such an e-
commerce portal, this report first conducts an internal audit using the SWOT analysis tool of
HomeStay and then identifies benefits and challenges in terms of business, technological and
geographical perspectives.
Strengths Weaknesses
(TripAdvisor)
cultural tourism
age group
Benefits Challenges/Issues
to external environment
changes
Technological Adoption of new The main problem is
these aspects
with young customers who are needs to ensure that the portal
secure.
1.2 Feasibility of m-Commerce
convenience. Customers are able to connect with business without internet through mobile
network. Mobile phones are more personalised. M-commerce platform is more flexible because
it employs both online features and mobile features. M-commerce is relatively faster and
decrease time to order (Subramaniam and Nirman, 2016). Young consumers typically use social
media platforms through mobile phones and thus HomeStay can also enhance reach and
of platforms. The processing features of mobile phones are different and therefore customer
experience is also dependent upon their own smartphones. The accessibility to platform is
compromised in areas where there is low mobile coverage. The content of marketing and
internet also affects user experience. M-commerce is less secure as compared to personal
In response to fast increase e-commerce, several businesses have developed that offer
payment handling services. These are typically called money merchants. This report
recommends that among various payment platforms, HomeStay should use one or both of the
following payment services. Following discussion presents critical discussion of the two
payment methods and compared advantages and features as well as disadvantages (Markovich,
The two payment methods recommended are PayPal and Stripe. These are popular tools
that businesses can use to process online payments on their e-commerce platforms. Among
plethora of various services, PayPal is considered to be one of the industry leaders and highly
reliable and high quality service. Stripe also developed a significant brand and developed loyal
customers, but still is not as popular as PayPal. It is important for HomeStay management to
consider the fact that neither Stripe nor PayPal offers cheapest services, therefore, if HomeStay is
looking only for basic payment processor with lowest fee then developing own merchant account
is better option. These merchant accounts only offer basic features and the cost is relatively less
(Khan, et al., 2017).However, services like PayPal and Stripe offer more flexibility and various
other features.
The core service offering of PayPal is payment processing. It allows any customer to
send payment to any merchant registered through Paypal balance or a credit card. PayPal also
provides a variety of supplement services to registered merchants. There are three service plans
payments page if the management is willing to payments through credit cards or any
very effective processor. HomeStay can develop its own payment buttons and which can
be integrated into its portal and enable shopping cart feature of PayPal on its own E-
commerce platform. This option does not require technical knowledge (Fabregas, 2018).
3. Payments Pro: is the third service which offers standard PayPal features
and a checkout page hosted by a virtual terminal. This service costs monthly fee and
processing costs. Customers are thus able to stay on HomeStay webpage while making
integrating various leading POS systems. This feature has a flat-rate pricing strategy which is
In comparison, Stripe does not offer service plans. HomeStay can access payment
processing features of Stripe while choosing various tools and features that are suitable for
business purposes. The cost of the service increase if HomeStay decides to subscribe additional
2018)
3. There is a embeddable default form and HomeStay can also build its own
However, invoicing, recurring billing, and subscription tools incur additional costs.
Furthermore, Stripe also offers point of sale app to facilitate m-commerce platform. However,
platforms. These are related to security of e-commerce assets from access and use or stolen by
unauthorised users. The primary security issue is privacy. It refers to keeping information
provided by customers and business information confidential from unauthorised users. Due to
identity theft and credit card frauds, privacy has become an important issue for consumers and
businesses. There are also other security issues which include authentication, integrity, and non-
repudiation. It is important for HomeStay to effectively deal with these issues. Data integrity
issue refers to making sure that data being exchanged is correct and consistent. Typically,
authentication feature is used to protect privacy of consumers and businesses during online
payments and transactions. The idea of non-repudiation refers to concept that none of the parties
According to Gorla, Chiravuri, and Chinta, (2017), security risks remain despite
development of various security mechanisms, however, the need for security features remains
undoubful regardless of their effectiveness. There are numerous security mechanisms and some
Authentication: This feature ensures that users’ credentials are verified before they
access the system or information. This feature is for HomeStay employees only and customers
do not have to authenticate while accessing the e-commerce platform and website (Khandekar, et
al., 2016).
Authorization: refers to allocate and manipulate assets and resources in desired specific
ways and only authorised personnel is able to access the system and information. This feature
will help HomeStay to prevent privacy issues and prevent unauthorised users to access customer
Encryption: is a technique to hide information into codes while sending and decode the
same when receiving. Encryption prevents hackers and spying software to steal information
Nonrepudiation: prevention against any one party from reneging on an agreement after
Following are some of commonly cited CSF in literature for e-commerce platform for
Majority of the literature shows that there are numerous benefits of developing and
sales and distribution channel, i.e. brick and mortar stores. However, a virtual store is completely
different than a physical store. Customers are unable to have face to face interaction with store
staff and examine the product physically. Therefore, e-commerce stores have different dynamics.
Like physical store, one of the success factors of online store is the cost factor. There is a variety
to develop its own online platform by acquiring relevant hardware and software and having a
dedicated personnel to manage smooth operations. The second option for TFS is to outsource the
online store and hire a specialised and expert firm who can handle all the issues of online
retailing for TFS. The third option is to use a cloud computing based online e-commerce
solution. It is similar to outsourcing but the underlying technology is different along with varying
degrees of operating features. The general principle is that TFS managers must decide which
among aforementioned alternates minimise cost and maximises benefits for the business.
In case of TFS, it has been observed that there has been a decline in sales of furniture,
despite the facts that the business has loyal customer base and high quality products as well as a
huge physical store. Therefore it is but natural that adopting new technology, i.e., e-commerce
which opens up new channels of sales and access to new markets and new customers is
strategically aligned with the business needs (Peltola, Vainio, and Nieminen, 2015).
Furthermore, e-commerce platform is also suitable for TFS because it has huge potential
to conduct marketing and branding of the company. The virtual space is unlimited to showcase
products and pro0vide product descriptions and explain features. All these factor indicate that
It is a key factor for the "acceptance" of the store by the customer. In this sense, there are
a number of relevant aspects that YFS must take into account (Imran, et al., 2018):
1. TFS must ensure that adequate monetary and non-monetary ersources are dedicated for
the development and design of online store. The design should be strategic to successfully
2. TFS must have objectives for each page that configures the complete site (corporate
information, sectoral information, form or online sale). The idea is to have an effective online
store that caters the information needs of all stakeholders and users (Nilsson, 2018).
3. TFS must also ensure that an adequate web structure is there underlying the design of
the online store. The primary aspect of structure is the definition of layouts (templates) /
the interface, characterized by simplicity). The second aspect is the map of the web .
Furthermore, navigational ease and convenience are also considered to be important aspects of
website success. The usability of online store is also related with structure. TFS should ensure
that the online store is designed from customers’ perspective, specifically meeting the needs and
4. Aesthetics of the store are related functional utility, greater or lesser depending on the
type of product, but it is not the most important when it comes to consistently selling an online
product. The aesthetic of the online store also affect customer experience and satisfaction (Kaur
2.1.4 Accessibility
It can be defined as the ability to access a website and its contents, regardless of a user's
disability or its context of use (devices, etc.). TFS needs to make sure that the online store is
adaptive to the unique needs of different segments. the idea is to ensure that all types of users are
able to access the website and feel similar eases and convenience as others. Furthermore, it is
also important to ensure that the website content and presentation is not offensive to target
audience and do not violate social or cultural norms and ethical principles. Accessibility in
technological context refers to the ability of the platform to be accessed smoothly by all types of
devices which include personal computers, personal mobile phones, tablets, and other devices.
TFS needs to ensure that the online store is responsive to the differences in the features and
configurations of devices being used by target audience (Maat and Konings, 2018).
• CR or Conversion Rate: percentage of visits to the online store converted into sales
• Acquisition cost per lead: annual marketing budget or cost of a campaign / number of
• Acquisition cost per client: annual marketing budget or cost of a campaign / number of
• Profitability per client: Average revenue per client (Peltola, Vainio, and Nieminen,
2015).
the online store. Example, campaigns on BuyVip, Amazon, eBay, etc. It includes the
measurement of affiliate campaigns in known networks and / or adhoc campaigns with selected
TFS would also be interested in promoting furniture designs for those who offer huge
discounts or who are presenting new furniture designs in the regional market. In any case,
Google Display and Search Advertising would be a good way to spread the message of your
company and leave a fingerprint. One tip for you if you are considering using this option is to
show it separately and search for campaigns on the network. This will reduce the cost per click.
In addition, starting a Google Adwords campaign will also help you choose the keywords for the
organic search engine optimization campaign, as you can use them in content writing (Sinha, et
al., 2016).
Consider the example of IKEA. The brilliance of IKEA's digital marketing strategy in
taking full advantage of Social Networks has helped its brand to grow. IKEA knows its
customers and knows where to find them and how to increase reach and interaction with the
brand. IKEA uses to the maximum the potential of each social network, creating personalized
campaigns to the details of each one. In case of Facebook, IKEA has separate pages for each of
the markets in which it operates, and the Spanish page attracts more than 26,000,000 fans. The
Facebook content strategies of all IKEA local pages are similar and consist of daily publications,
usually with a short video or an attractive image of a room equipped with IKEA furniture. Often,
updates include links to your website, they can also include questions, link photo albums and
publish YouTube videos. The IKEA marketing team runs promotions to reward their fans and
generate additional content. For example, in the United Kingdom, the retailer organized a
slumber party at its Essex store in response to a group of Facebook followers called "'I wanna
have a sleepover in Ikea." Almost 100,000 people joined the group, and IKEA gave 100 of them
the opportunity to spend a night in the store (Pane Haden, et al., 2016).
A superior location in the search engines can give you many more customers and increase
your sales a lot. But the competition in Google increases every day and on top of that Google is
getting smarter and changes all the time to make sure that the best content is always presented at
the top. A clear example that SEO (search engine positioning) is not at odds with creativity and
originality is the marketing strategy of IKEA. IKEA has surprised everyone with its new
positioning campaign in which it has used a key concept: "there are products that solve all our
problems". The Akestam Holst was the mastermind that has renamed various products to
increase sales with the help of SEO positioning, and some items, such as a sofa bed has become
"my partner snores all night", a stuffed dog in "my father has allergies to animals with hair "and
scissors in "my son plays too much video games", which are some of the most sought after
The first thing to keep in mind is that TFS’ web store must be fully operational from
mobile phones and computers. The use of flash images or content that take a long time to load on
the smartphone is no longer understood. It is recommended that TFS use, for starters, e-
commerce platforms such as Shopify or Prestashop. Shopify is recommend for its ease of use and
Although social networks such as Facebook allow both video and image content, yet
there is an increasing trend shown by consumers towards video marketing. The main benefit for
TFS to develop videos and upload them on YouTube and other similar networks is that TFS can
show the performance of its products in terms of comfort, and other features. Video marketing
also important because increasing customers are accessing video social networks to upload their
videos while using various products. This strategy also enhances customer engagement.
2.3 Advantages and Issues of m-Commerce for The Furniture Store’s business
The primary advantage of m-commerce for business in general and for TFS in particular
communication. In traditional marketing methods, marketers can only convey one sided
marketing message and have only one-way communication. Furthermore, marketers have to
develop messages targeted to groups and communities (Ismail, et al., 2017). On the other hand,
modern marketing principles recommend that modern consumers prefer personalised and
individual relationships with brands and businesses. They also prefer tow way communication as
they want to engage and contribute towards product development. M-commerce allows
marketers to develop personalised relationships. By gaining consent from customers, they can
gather personal information of consumer such as browsing history and purchase behaviour and
then analyse them to make decision making. Thus more personalised and individual relationship
deliver the message more effectively and interactively with consumers. M-commerce allows
multimedia content which include graphics, videos, audios, etc. which are not provided in
traditional media such as newspapers, magazines, etc. (Turban, et al., 2018), Furthermore, m-
commerce allow unlimited capacity of data without any significant increase in cost which is a
highly profitable opportunity for marketers because in newspaper and magazines they have to
buy space and words for marketing purposes which constraints their ability to communicate
One of the primary issues of m-commerce that is particularly faced by the TFS is that
customers are unable to evaluate the product through touch and feeling. Furniture is best
marketed when customers are able to see them physically and touch and even possibly try them
to assess comfort and quality. In case of m-commerce this aspect cannot be achieved. Customers
have to physically visit the store if they are not satisfied by the content images, graphics, and
videos of the products. This creates a problem and affect decision making (Sohn and Chung,
2016).
Second issue that must be mentioned is rather a technical one. Since there is a variety of
mobile phone technologies and operating system, therefore m-commerce has to be able to adapt
and integrate and be universally accessible to all types of devices to be used. Since mobile phone
technologies are often updated and newer and better versions emerge in the market, therefore m-
commerce marketers have to constantly update their website, store, App, etc. to remain
The most common security threat to TFS m-commerce platform is the possibility of a
hacker having unauthorised access to the system and stealing customer data from the database.
Customer data is a critical asset for TFS and unauthorised access not only affects its performance
but is likely to deter customers provided that the data is misused to detriment of consumers. It is
commonly recommended that businesses such as TFS use cloud computing to increase their
Another common threat facing m-commerce is virus that compromises the performance
of the platform. A virus is a computer program that compromise the integrity of the target
database and cause malfunctions. In such a case customers are unable to use the m-commerce
platform and customer experience is compromised. In order to further increase security and
protection from viruses, there is a wide variety of anti-viruses software and protection services
making payments to the business. Customer experience is highly dependent upon how easily and
securely customers are able to pay business through mobile phones, using their credit cards, etc.
Typically there is a variety of payement services, however, PayPal is considered to be one of the
market leaders and cost effective service that can be used by TFS to ensure secure and easy
Identity theft is also a common threat that causes significant harm to customers and
businesses alike. This threat is realised when banking and personal information of customers
and/or business is stolen or copied by unauthorised users who further use them for fraudulent
acts. In order to prevent this threat TFS needs to ensure that they gain minimum customer
information. Furthermore, they must also educate customers to have adequate security measures
on their mobile phones to prevent hacking and identity theft. Furthermore, businesses also prefer
verification before making transaction such as verification through text message and email both.
This reduces the risk of identity theft (Ahmad and Alam, 2016).
Another common threat is the theft of intellectual property. Since TFS has to present
designs and other features of all its products and anybody can access then and copy them,
therefore they are vulnerable to counterfeiting. For this issue it is recommended that TFS must
hire an excellent law firm to handle its intellectual property rights and design counterfeit
problems. TFS must also present disclaimer and warnings to all customers who access their
website regarding property and intellectual property rights (Saleem, et al., 2019).
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