E-Commerce Software & Services

Building the jigsaw

EVERY SURVEY produces some surprises – and the recent information gathering by Conspectus (see previous article) shows that assumptions on how companies are approaching online business can be wildly incorrect.

For example, whereas the press continue to emphasise the e-commerce element of internet activity, the Conspectus survey finds that over 80% of the participants are still using the medium for information push/pull both from an internal and external perspective – rather than for true internet commerce.

Another interesting insight from the survey is that corporates have a strong desire to use the internet effectively, but usually lack the necessary ‘road map’ to achieve success.

In the main, corporates still have the view that e-commerce equates to technology. This notion – that the execution of an e-commerce strategy is technology-led rather than business-led – remains a mindset that has to be addressed at board level within organisations. The technology-led approach has brought numerous failures in organisations, particularly where the outcomes on figures for incremental customer acquisition and financial returns have been less than impressive.

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