1 (c)David Strom Inc. 19981 Internet Commerce: Enabling Web Storefronts presented by: David Strom...
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Transcript of 1 (c)David Strom Inc. 19981 Internet Commerce: Enabling Web Storefronts presented by: David Strom...
(c)David Strom Inc. 1998 11
Internet Commerce: Enabling Web Storefrontspresented by:
David StromDavid Strom, Inc. [email protected]
(c)David Strom Inc. 1998 22
Why This Tutorial
The Internet is moving from a collection of technologies to a set of commercial services
To use the Internet successfully: you need to know how it works; but, you must also understand why it works…
A fun topic, things changing quickly!
(c)David Strom Inc. 1998 33
Course Topics
What Becomes Success? Choosing the Right eCommerce Path Installing and Operating Your Own
Storefront Examples of various products
(c)David Strom Inc. 1998 44
Course Approach
Discuss technology Provide pointers Give examples Provide insight into various approaches
and technology choices
(c)David Strom Inc. 1998 55
What This Course is Not About
Nuts and bolts of payment systems In-depth on security
(c)David Strom Inc. 1998 66
Some Disclaimers
I’ve lived in the Internet for a long time Fundamental aspects of Internet
dynamics are unavoidable I have consulted to some of the vendors
mentioned
(c)David Strom Inc. 1998 77
Today’s Topics
I: What Becomes Success II: Choosing the Right eCommerce Path III: Installing and Operating Your Own
Storefront
(c)David Strom Inc. 1998 88
Topic I: What Becomes Success?
Overview of eCommerce market Review physical storefront success
factors Propose some definitions Define success for the web Draw up five eCommerce principles
(c)David Strom Inc. 1998 99
Overview of eCommerce Market
Predictions Success factors Five principles
(c)David Strom Inc. 199810
eCommerce Revenue Predictions are Wide-Ranging
Source 1996 (B$US) 2000 est. (B$ US)
IDC $2.2 94
Forrester 1.4 117
Jupiter .7 15.6
Dataquest 6.4 56
(c)David Strom Inc. 1998 1111
And Not Very Believable
IDC says the web will become a mass market in the US by 12/98!
With 100 million users! Let’s not confuse web users with
eCommerce BUYERS!
(c)David Strom Inc. 1998 1212
Ticketmaster
US$5 million/month via the web in sales Started 11/96 Generating lots of new buyers, who
wouldn’t ordinarily use their service
(c)David Strom Inc. 1998 1313
Then there is Disney.com
Web site Daily Blast signing up 15k members/month
Sales via web are equal to 3x-5x of physical Disney store!
(c)David Strom Inc. 1998 1414
And of Course, There is the Porn Industry
“However, extensive interviews with adult site owners yield a picture of a highly charged market of approximately 10,000 sites generating about $1 billion in revenue per year, most through electronic credit card transactions.”
from Interactive Week
(c)David Strom Inc. 1998 1515
Sad State of Today’s eCommerce Marketplace
Poor quality tools Hard-to-find stores Limited payment methods Credit card snooping perceptions Older browser versions can’t view latest
sites
(c)David Strom Inc. 1998 1616
Case in Point: Buying a Bike Rack
Item not carried: outdated catalog Telesales not familiar with web No cross-sell or substitutions online Needed three phone calls to complete
purchase
(c)David Strom Inc. 1998 1717
Let’s Learn From the “Real World”
Compare what works for physical stores Try to extend to the web
(c)David Strom Inc. 1998 1818
Critical Success Factors for Physical Storefronts
Location Branding Good service Good product selection Proper pricing and margins Traffic
(c)David Strom Inc. 1998 2020
Now Try to Agree on Definitions for Web Stores
What determines a good location? Position on a search page Nearness to popular destination Ad on a popular server
What determines branding? Memorable domain name Popular search category destination
(c)David Strom Inc. 1998 2121
An Example of bad location: Montana Meats
www.imt.net/~lingerie/buffalo/buffalo.html Can’t they afford their own domain name? www.company.com/~anything is BAD
NEWS!
(c)David Strom Inc. 1998 2222
Another Case: Buying Toner and Batteries
www.cartridgesusa.com, www.batterybarn.com Catalog shows pictures of parts Easy to find relevant item But payment acknowledgement
incomplete
(c)David Strom Inc. 1998 2323
Determining Traffic
Hard to do -- is it hits, page views, registered users?
[HITS = How Idiots Track Success] Hard to measure -- do you count gifs? Use
log files? No general agreement on any metrics!
(c)David Strom Inc. 1998 2424
Traditional Advertising Doesn’t Apply Anymore
Can’t measure anything Every site has its own banner sizes The Web is not TV
(c)David Strom Inc. 1998 2525
One Working Definition of Success:
SURVIVAL! If a site is still running after 12 months,
and getting more traffic, it is a success.
(c)David Strom Inc. 1998 2626
Does a site actually have to sell something?
Many actual eCommerce sites don’t do the complete transaction (Cisco)
Require faxes or telephone calls! Some merely have catalogs A good example: Singapore Power
Authority www.spower.com.sg/readmeter.cgi?cmd=form
(c)David Strom Inc. 1998 2727
Good eCommerce Examples
Easy to find merchandize Good service Individual customization is key Simple navigation Business-to-business focus
(c)David Strom Inc. 1998 2828
AMP Connect
Have customers in 100 countries Speak many languages Produce 400 catalogs covering 135,000
items Mailings cost US$7MM/yr Fax back cost US$800,000/yr But you can’t buy anything directly!
(c)David Strom Inc. 1998 2929
Solution: “Step Searching”
Saqqara.com software to enhance Oracle database
Provide user feedback as they type in the query
Show how many matches in the database Different mechanisms for searching:
by part number by alphabetical names by part family by picture even
(c)David Strom Inc. 1998 3131
AMP Connect (con’t)
And can set to list parts that are available in specific countries!
Updated daily with over 200 item changes
Detailed drawings saves time for customers to pick the right item
Saved AMP over US$5MM in production costs
(c)David Strom Inc. 1998 3232
Save in Translation Costs
AMP catalog in several languages Translation cost was US$100,000 Versus US$1.5MM to produce separate
translations of print editions
(c)David Strom Inc. 1998 3333
Silicon Investor www.techstocks.com
Difficult to find anything Incomplete database of companies Companies are arranged poorly
(c)David Strom Inc. 1998 3434
First Principle of eCommerce:
It is easy to find what you are selling!
(c)David Strom Inc. 1998 3535
Amazon.com
Services frequent readers with a variety of programs Editorial comments If you liked this book, you’ll like... Notification of new books by author, topic Simplified “1 Click” ordering
Uses simple pages and email Associates program for commission kickbacks Gift certificates via email And ... lots of books to choose from
(c)David Strom Inc. 1998 3737
Update your directories!
This one is almost a year old www.asiapage.com/alist.html#jewellery
(c)David Strom Inc. 1998 3838
Non-secure servers
Many SG sites collect credit cards on them
GoodWood Florist www.asiapage.com/goodwood
(c)David Strom Inc. 1998 4040
Dell
Most notable site for computer buyers Customize the features you want via a
web form Simplifies and personalizes the shopping
experience WYSIWYB (buy) >US$1MM/day in sales!
(c)David Strom Inc. 1998 4242
Canadiantire.com
eFlyer uses email notification along with web forms
Customize exactly what coupons and deals are sent to you
(c)David Strom Inc. 1998 4444
BMW Motors
Example of what not to do Use gratuitous graphics Cheesy low-res videos Toys, not tools
(c)David Strom Inc. 1998 4646
Compare with Subaru
Find specific information about each car Can price options to your particular
needs
(c)David Strom Inc. 1998 4747
How NOT to Design a Payment Screen
www.netmar.com/~hamorder/cshorder.shtml
(c)David Strom Inc. 1998 4848
How NOT to take advantage of bandwidth
www.clickdiz.com Two different pages, one for SG ONE, one
for all others But SG ONE page has just heavy graphics
-- why?
(c)David Strom Inc. 1998 4949
A better example: fishing licenses
Simple, quick, and does the job with a minimum of clutter
www.permit.com
(c)David Strom Inc. 1998 5050
Fourth Principle of eCommerce:
Make navigation simple! Use small graphics, site maps, indexes Avoid clutter, frames
(c)David Strom Inc. 1998 5151
Int’l Commerce Exchange System
Matches overstocked sellers with buyers B2B exclusively Uses faxes to notify potential customers
(c)David Strom Inc. 1998 5555
Four Approaches:
Join an eMall Outsource to an ISP Buy suite of software DIY
(c)David Strom Inc. 1998 5656
Joining an eMall
Only if you don’t have any in-house programming staff
Don’t want or can’t trust consultants to do it for you
Want someone else to handle payment processing
Don’t care whether your store is tied into your own financial system
(c)David Strom Inc. 1998 5858
Different Kinds of eMalls
Collection of independent links elsewhere Landlord/hosting provider Become a sales representative and Make
Money Fast!
(c)David Strom Inc. 1998 5959
Evaluating eMalls
Do they offer storefront design? Have in-house programmers? Hosting of your own web? How many payment systems do they
support? What kinds of accounting reports do they
offer? Who are the other tenants and do you like
them?
(c)David Strom Inc. 1998 6060
The Truth about Internet Malls
Read your contract Check your site for errors Evaluate your content Measure your results Promote your site (from www.netrageous.com/reports/thetruth.html)
(c)David Strom Inc. 1998 6161
Reasons Not to Join an eMall:
You know and like perl Don’t have to take payment via the web Want complete control over your site
(c)David Strom Inc. 1998 6262
The Results So Far Haven’t Been Encouraging
Many store owners haven’t sold anything from the mall!
Over 90% dissatisfied with mall operator Basic HTML errors and unresponsive staff
to fix problems
(c)David Strom Inc. 1998 6363
The Catch-22 of eCommerce:
To be successful, a software vendor has to promote his products via the Internet.
But this means eating one’s own dog food!
(c)David Strom Inc. 1998 6464
Leading USA eMalls
Vendor, location Number of stores
ViaWebwww.viaweb.com
$100/month, all done witha browser
Internet Mallwww.internetmall.com
$150 + $15/mo, % of eachtransaction
Blue Moneywww.bluemoney.com
Outsourced payments andcatalogs
(c)David Strom Inc. 1998 6666
Find an ISP
More ISPs are offering eCommerce solutions
Have to use their software standards and payment schemes
Could be pricey Just catching on in USA
(c)David Strom Inc. 1998 6767
Some Examples
www.psi.net/web/ecommerce.shtml www.Best.com/bizcomm.html www.Brainlink.com/html/saleslink.htm www.Earthlink.net/company/webservices.html IBM: mypage.ihost.com www.Netcom.com business.Mindspring.com/prod-svc/smbiz/
(c)David Strom Inc. 1998 6868
Price Comparison for ISP hosting
Provider Setup fee (US$) Monthly fee(US$)
Plan name,paymentoptions
IBM 260 55 Bronze, creditcards
Earthlink 624 194 Premium Plus
Netcom 450 300 Commerce Site,credit cards
Mindspring 175 324 CommercialAdvantage,credit cards,Cybercash
(c)David Strom Inc. 1998 6969
Price Comparison assumptions
10 Mb disk storage Single email account InterNIC $100 fee included for domain
name
(c)David Strom Inc. 1998 7070
New Approaches: GeoShop, Tripod
Builds on GeoCities “communities” but for merchants
$25/month for just commercial listings $100/month for actual transactions
working with Internet Commerce Services Corp.
Tripod will offer something similar this summer
(c)David Strom Inc. 1998 7171
One Way to Support Lots of Payment Systems
Wired-2-Shop www.wired-2-shop.com/TestDrive/Admin/PaymentList.asp
(c)David Strom Inc. 1998 7272
The Suite Approach
Leading contenders What is part of the suite and what isn’t Prices and platforms
(c)David Strom Inc. 1998 7373
Popular eCommerce Suites
Vendor, Product Version Price Platform
ICatElec Comm Suite
3.0 $9000 NT, 95
IBMNet.Commerce
2.0 $5000 NT, AIX
MicrosoftCommerce
2.0 $5000 NT
(c)David Strom Inc. 1998 7474
Popular eCommerce Suites (con’t)
Vendor, Product Version Price Platform
OM TransactOpen Market
2.3 $250,000 Unix
Intershop OnlineIntershop
2.0 $5000$8000
NTUnix
WebSite ProO'Reilly
2.0 $800 NT, 95
(c)David Strom Inc. 1998 7575
Four Typical Elements
Catalog Storefront designer Ordering/inventory system Shopping trolley/check out system
(c)David Strom Inc. 1998 7676
The Cold Hard Reality of Suites
Suites are nothing more than collection of products
Lack integration among various elements Difficult to setup, customize, and use Require you to live “inside” their
structure Limited payment options Sounds like early MS Office
(c)David Strom Inc. 1998 7777
Payment Systems Included in Each Suite
Microsoft: Verifone, Buy Now IBM: Verifone, SET, eTill iCat: None (but many third parties) OpenMarket: Verifone WebSite Pro: InternetSecure, CyberCash Intershop: CyberCash, ICVerify, others
(c)David Strom Inc. 1998 7878
Sample Stores Included in Each Suite
Microsoft: 4 stores IBM: 5 stores that are part of an eMall iCat: 1 hardware store OpenMarket: none WebSite Pro: 1 bookstore Intershop:3 stores
(c)David Strom Inc. 1998 7979
Databases Supported in Each Suite
Microsoft: SQL Server IBM: DB2 iCat: 4D, Sybase SQL Anywhere WebSite: Access Intershop: Sybase SQL 11
(c)David Strom Inc. 1998 8080
Dealing With ODBC
Have to understand how to set up data sources
Intimate knowledge of your data structure
Re-install ODBC drivers at least once! Best to start with built-in database
(c)David Strom Inc. 1998 8181
Store Wizards Included in Each Suite
WebSite Pro (but doesn’t do much) net.Commerce v3 (11/97) MS Commerce
create appearance navigation registration, check out flows payment methods
(c)David Strom Inc. 1998 8282
Tips
Don’t install anything before making sure you have everything!
Downloads for free, but they expire Can you export existing files to these
systems?
Don’t install anything before making sure you have everything!
Downloads for free, but they expire Can you export existing files to these
systems?
(c)David Strom Inc. 1998 8383
WebSite Professional website.ora.com
Version 2, shipping since 9/97 US$799! NT (or 95) Supports Cybercash OR Internet Secure
(Visa, MC) One sample store (bookstore)
(c)David Strom Inc. 1998 8686
Store Properties
Only can operate a single payment system
Run on a series of Access databases Built-in tax table, but for N.Americans! Well documented data structures in
typical O’Reilly fashion
(c)David Strom Inc. 1998 8787
Recommendations
Lowest priced suite by far! iHTML is robust, but will take some
learning Nice store setup and organization of
catalog Good low-end solution
(c)David Strom Inc. 1998 8888
Intershop
demo at presentation.intershop.com (admin/admin for store)
Includes Sybase SQL 11 US$5000 for NT, higher for Unix, includes
3 mos. support
(c)David Strom Inc. 1998 8989
Six Different Managers
Catalog Products Store Purchases Inventory Customers
(c)David Strom Inc. 1998 9090
Characteristics
Everything managed via browser, which can get tedious
But you already have a database behind it
(c)David Strom Inc. 1998 9292
Recommendations
Most flexible payment options of any suite
Better at processing orders than site creation
Not good for large catalogs
(c)David Strom Inc. 1998 9393
Microsoft Commerce (nee Merchant)
Still evolving More of a development platform than a
suite Closely tied to IIS, SQL Server et al.
(c)David Strom Inc. 1998 9898
Recommendations
If you are going to use any other MS apps If you believe developers will follow If you must stay on the cutting edge of
MS products
(c)David Strom Inc. 1998 9999
Commerce Server Specifics
NT, fast Pentium with 128 M RAM essential
US$5000 www.microsoft.com/commerce
(c)David Strom Inc. 1998 101101
iCat Process
Use four-step process Make changes to staging db Use designer and built-in catalog Then post changes to production db
(c)David Strom Inc. 1998 102102
Create Your Database
Can use bundled Sybase SQL Anywhere Enter upsells, promotions, and discounts
(c)David Strom Inc. 1998 103103
Design Your Templates
Look and feel of storefront Design views of catalog
(c)David Strom Inc. 1998 105105
Set Misc. Options
Matching sales tax rates to zip codes Use registration and indexing tools
(c)David Strom Inc. 1998 106106
iCat Demo Catalogs www.icat.com/catalogs/democats.htm
Demonstrate variety of options Several different stores to view
(c)David Strom Inc. 1998 107107
Recommendations
No wizards, all browser-based forms Tedious but straightforward Lots of third-party add-on tools Best for people new to db or the ‘net Best if you don’t have computer-based
accounting system yet
(c)David Strom Inc. 1998 108108
iCat Specifics
NT, fast Pentium with 128 M of RAM US$9000 for professional version www.icat.com
(c)David Strom Inc. 1998 110110
Included
IBM’s Web Server DB2 database Shopping trolley system Credit card verifier
(c)David Strom Inc. 1998 111111
Setup Four Basic Web Forms
System Configuration, web server directories
Access Control, user identities Server Control, start/stop servers Database Management, setup
(c)David Strom Inc. 1998 112112
Recommendations
Great if you already use DB2 for inventories
Most security-conscious suite More depth than iCat
(c)David Strom Inc. 1998 113113
Net.Commerce Specifics
NT, fast Pentium with 64 M of RAM AIX too! US$5000 www.internet.ibm.com/net.commerce
(c)David Strom Inc. 1998 114114
Coming in version 3
“Intelligent Catalog” Recognizes shopping preferences New SET payment server Integration with Domino Merchant
(c)David Strom Inc. 1998 115115
OpenMarket
High end solution Worldnet offers hosting of OM servers Still needs customization!
(c)David Strom Inc. 1998 116116
Recommendations
If you can afford it .... Really the price covers lots of consulting
time High transactions and throughput needs
(c)David Strom Inc. 1998 117117
OpenMarket Specifics
Various Unix US$250,000 and up! www.openmarket.com
(c)David Strom Inc. 1998 118118
Do it Yourself Path
Traditional merchant banking approach More risk, especially when your payment
system is on the ‘net
(c)David Strom Inc. 1998 119119
Steps Involved for DIY’ers
Get a web server Get merchant software Integrate with your back end systems
catalogs inventory customer accounts
Be prepared to do lots of coding
(c)David Strom Inc. 1998 120120
The 90s Help Wanted
Wanted: Webmaster Required skills: High proficiency in
various web based programming, development tools, CGI, cookies, DNS, eCommerce, FTP, HTML 2.0 through 3.02, IIS Server admin, Javascript, Java, MS SQL, Netscape server admin, NT Server admin, perl, Unix admin, web security
(c)David Strom Inc. 1998 122122
How Customers Buy Stuff
Sometimes have partial orders Sometimes cancel orders Sometimes inventory systems lie Sometimes shipments are returned
(c)David Strom Inc. 1998 123123
Purchasing Stages
One product has a 14-stage process! Need to gather so many items:
Shipping info Item inventory, pricing Order pricing “Last chance” (upsells, cancel out)
All this means: get thee to a database!
(c)David Strom Inc. 1998 124124
What is Needed
A way to track orders Provide shipping status Provide payment status
(c)David Strom Inc. 1998 125125
Our Recommendation: email!
Capture that email address Use it for status reports Outcalls and future upsells Reminders But how do you valid the address these
days?
(c)David Strom Inc. 1998 126126
Payment System Considerations
Do customers need accounts and profiles? yes: reduces the amount a visitor has to type no: less of a privacy concern
Should shopping be persistent across the session? yes: use accounts or cookies
Should all communications be via SSL? yes: then you’ll need the appropriate browsers
and servers Do I want to have multiple stores on a single
server?
(c)David Strom Inc. 1998 127127
Merchant Back-end Integration
Financial interactions Clerical interactions
(c)David Strom Inc. 1998 128128
Credit Card Issues
Separate authorization from settlement authorize when order received, but ship within 24 hrs of settlemen, and beware of stale backorder data
Consumers can chargeback either need a physical signature or evidence of verified shipping address
Opening a merchant account (see www.shopsite.com/help/payment.merchant.html)
(c)David Strom Inc. 1998 129129
Electronic Bill Presentment
Saves on paper but requires lots of coordinated systems
Can show bills with nice fonts, interactive applications
Is separate process from the actual payment system
(c)David Strom Inc. 1998 130130
Electronic Bill Presentment Issues
Does the processor use EBP with merchant bank?
Can users browsers support these new applications Java applets Active X controls etc.
Reconciliation requires access to both dispute and payout information
(c)David Strom Inc. 1998 131131
Microsoft’s MSFDC
A means to standardize on presentment Have both web-based access and special
consumer-based software Former “Marble” server, read white
paper at: www.microsoft.com/finserv/marblewp.htm
Requires NT, SQL Server, IIS, etc.
(c)David Strom Inc. 1998 132132
Other EBP efforts
Open Financial Exchange (www.ofx.net) www.Integrion.Net CheckFree’s E-Bill
(getbills.checkfree.com)
(c)David Strom Inc. 1998 133133
eBill
Most popular and in widest practice Schwab and Intuit/Quicken are
supporters Most threatened by MSFDC
(c)David Strom Inc. 1998 134134
OFX
Started with Intuit Trying to standarize on too much at once:
data transfers account inquiries financial applications and transactions
Verisign Financial Server (US$1200) digitalid.verisign.com/ofxIntro.htm
(c)David Strom Inc. 1998 135135
Integrion
Banking-intensive plus IBM No other software supporter, BUT… Combining forces with CheckFree Trying to establish their “Gold Standard”
vs. OFX
(c)David Strom Inc. 1998 136136
What about OBI?
Open Buying on the Internet A bunch of standards: SSL, X12 EDI,
X.509 PKI Exchange of purchase order info Unresolved issues:
who owns the catalog? how much infrastructure is really needed? knitting together a solid solution is more than
enumerating standards!
(c)David Strom Inc. 1998 137137
What about SET?
IBM, Verifone having second thoughts Specs still at 1.0 (barely) Just handles the buyer authentication
piece Trial with Citibank/SG www.visa.com
(c)David Strom Inc. 1998 138138
Topic III: Installing and Operating Your Own Storefront
What you need to know What you need to buy
(c)David Strom Inc. 1998 139139
You Need to be a Superhero:
Part web designer Internet technologist SQL database admin Payment system maven
(c)David Strom Inc. 1998 140140
Things You’ll Need to Discover
Are your sales and marketing staff web-savvy?
Is your accounting system adaptable to web purchases?
How do you reconcile these accounts? Does your business owner understand
Internet culture? Can anyone find you
(c)David Strom Inc. 1998 141141
Dealing with search engines
Some use <META>, some use <TITLE> Keep descriptions at top of your home
page short and sweet Web Review article:
webreview.com/97/10/17/webmaster
(c)David Strom Inc. 1998 143143
Components Needed to Operate a Web Storefront
Database of items to sell and current inventories
Secure web server Searchable catalog server Connections to backend payments and
financial servers Shopping trolley system Checkout/payment system
(c)David Strom Inc. 1998 144144
Which Database Server?
Pick before anything else Core of your store revolves around the
database: inventory system accounting system catalog system
(c)David Strom Inc. 1998 145145
Database Server Recommendations
Use existing client/server db if possible SQL Server: best with MS tools Oracle: if you know pSQL already Informix: all other situations
(c)David Strom Inc. 1998 146146
Database/web Tools
Develop your own forms Query your database Develop your own catalog
(c)David Strom Inc. 1998 147147
Why is a Catalog Important?
Your customers view of your store Current with your own inventory and
offerings Don’t want to sell what you don’t have
(c)David Strom Inc. 1998 148148
Catalog Software
Cadis.com, US$1500 Centor.com, US$50,000 Dataware.com, US$1800 Elekom.com, US$25,000 Isadra.com, US$10,000
(c)David Strom Inc. 1998 149149
Other catalogs
Product Price
ICat US$9000
Intershop 5000
CatSmart 10,000
WebCatalog(www.pacific-coast.com)
2500
Cat@log 5000
Impulse(www.inetrep.com)
<$1000
(c)David Strom Inc. 1998 150150
Another choice: outsourced catalog!
ShopSite IBM Home Page Creator mypage-
products.ihost.com (N. America only) Mindspring with Mercantec
(c)David Strom Inc. 1998 151151
ShopSite demo
www.reliablehost.com/cgi-bin/bo/start.cgi username: test8 password: test
(c)David Strom Inc. 1998 152152
Tool Recommendations
Cold Fusion, www.allaire.com Sapphire/Web, www.bluestone.com
(c)David Strom Inc. 1998 153153
Which Web Server?
Hundreds to choose from Must support SSL and/or SHTTP Platform isn’t important, really
(c)David Strom Inc. 1998 154154
Get Your Certificates in Order
Bring up form inside web server Send to Verisign on letterhead with credit
card (!) Receive cert from Verisign Install on your web server
(c)David Strom Inc. 1998 155155
What can a Shopping trolley do?
Simplify ordering process Track multiple purchases for a single
visitor Display items purchased Calculate total prices, tax, shipping
charges Track item attributes (colors, styles,
sizes)
(c)David Strom Inc. 1998 156156
Different Shopping Trolley Methods
Account-based Cookie-based; see www.cookiecentral.com Encoded URLs
(c)David Strom Inc. 1998 157157
Shopping Trolley Programs
S-Mart: www.rcinet.com/~brobison/scripts Minishop: www.egrafx.com/minishop mvend: www.iac.net/~mikeh/mvend.html PerlShop: www.arpanet.com/perlshop
(c)David Strom Inc. 1998 158158
Commercial Programs
Internet Shopping Cart Server: www.webisland.com/cart
Rent-A-Cart: www.rent-a-cart.com CyberCart: www.lobo.net/~rtweb AutoCart: www.autocart.com/Autocart WebCart: www.staff.net/webcart.html SoftCart: www.mercantec.com WWWOrder: www.virtualcenter.com/scripts2/WWWOrder.html
(c)David Strom Inc. 1998 159159
Shopping Trolley Example www.asizip.com (SoftCart)
Shopping basket Cookies to track purchases Simple navigation
(c)David Strom Inc. 1998 160160
Payment Systems for SSL
ICVerify, www.icverify.com Worldpay/PSI www.psi.net/worldpay
(c)David Strom Inc. 1998 161161
ICVerify Process
Customer submits 16+4 through SSL browser connection
Merchant swre records to a file ICVerify submits to bank ICVerify receives response from bank,
creates answer file Merchant swre retrieves answer, sends
response to customer No per transaction fee!
(c)David Strom Inc. 1998 162162
Supported Merchant Servers for ICVerify
MS Merchant, Commerce Oracle Payment Mercantec SoftCart Internet Factory Merchant InterShop Online
(c)David Strom Inc. 1998 163163
ICVerify Demo Download
www.icverify.com/library/downloads/icvdemo20.html
(c)David Strom Inc. 1998 164164
WorldPay and PSI
Multicurrency payments >100 for product prices 16 different ones for settlement
Have to host your web at PSI Includes SoftCart and iCat software as well US$1000 + US$1400/yr
(c)David Strom Inc. 1998 166166
Prices of Typical Products
Product Type PriceInex Accounting US$6000SoftCart Shopping Cart 900MallManager Catalog 2000WebCatalog Catalog 1600Saqqara Search tool 700VPOS Payment server 2500WebMate Development tool 750
(c)David Strom Inc. 1998 167167
Inex Demo
Financial backend strength Store front and some aspects of suite www.inex-corp.com
(c)David Strom Inc. 1998 168168
Don’t Forget About Security
Make sure you protect your web site! See “Ten ways” article from Winn
Schwartau Limit access, isolate servers, lock down
scripts, so forth See www.nwfusion.com/netresources/0202hack1.html
(c)David Strom Inc. 1998 169169
What About Web Server Load Balancing?
Resonate, HydraWeb, Cisco IBM Interactive Network Dispatcher,
www.ics.raleigh.ibm.com/netdispatch Packeteer PacketShaper,
www.packeteer.com Others at
www.techweb.com/se/directlink.cgi?NWC19970801S0026
(c)David Strom Inc. 1998 170170
Putting Together Your Own Solution
Mercantec shopping trolley SQL Server database ICVerify payment system WebCatalog IIS web server Total price: <US$10,000
(c)David Strom Inc. 1998 171171
Don’t Forget the Process and People
Put together policies and procedures book that describe what you did
Gather forms for your business partners to sign up for ISPs if needed
Document how to make changes to your product catalog via the web
Approach your trading partners with solutions, not problems!
(c)David Strom Inc. 1998 172172
Conclusions
eCommerce crosses many different skill sets
Software is still too dicey in many areas Standards aren’t much use right now Suites don’t offer much in the way of
integration DIY may be the best solution
(c)David Strom Inc. 1998 173173
Some eCommerce Resources
Windows Sources reviews of 3 eCommerce suites: web1.zdnet.com/wsources/content/0697/ntadmin.html
My Infoworld reviews www.strom.com/pubwork/iworld.html
www.webcompare.com, all the web servers you could ask for
PC Magazine review of various products www5.zdnet.com/products/content/pcmg/1620/pcmg0024.html
(c)David Strom Inc. 1998 174174
Copy of This Presentation
www.strom.com/pubwork/spore98w1.ppt links at www.strom.com/pubwork/spore.html