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Requirement:
Upon completing your Group Assignment – Parts A and B; in a group, you will be asked to create a powerpoint presentation of your chosen e-commerce business. Your presentation should cover all the elemnts that were discussed in the assignment as listed below:
Presentation must have the following format:
First slide: Cover Page
Business profile: Name of the business and what is your business, target market, marketplace, products and services provided.
Explain the business system design. (Business objectives, system functionality, information provided).
College of Administrative and Financial Sciences
ECOM101 – E-commerce
E-commerce Project
(Part A)
Summer Semester 2022-2023
Submission: Saturday 15th July = 15 Marks
15/7/2023
Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Student Name:
1.Essa almalki
2.Abdullah Jan
3. Abdallah Alfaifi
4.Hasan Nadeem
5. Mohammed Alghamdi
Student ID:
1)200064735
2)S220027855
3)S220012348
4) S220009153
5)S220010119
Course Title: E-commerce
Course Code: ECOM101
Academic Year/ Semester:
2023/2024 _Second semester
Instructor Name:abdulaziz murad
CRN:24367
Student Grade: out of 15
Grade Level: High/ Middle / Low
Requirement:
In this project, you are required to evaluate one of the websites below based on what you learn
from this course and your perspective. The evaluation will cover the different aspects of Ecommerce such as business idea, website design, marketing, security … etc.
You will need to analyze the business and provide suggestions to improve the current business
situation.
Current e-commerce businesses: (choose one)
1. https://gathern.co
2. https://tamara.co
3. https://www.sary.com
4. https://redboxsa.com
5. https://www.nejree.com
6. https://eyewa.com
7. https://floward.com
8. https://alhabibshop.com
9. https://aynma.com
10. https://almatar.com
11. https://qasralawani.com
12. https://www.orangebedbath.com
13. https://www.sivvi.com
14. https://wadi-store.com
15. https://thoubi.net
The following questions require critical thinking to be answered successfully. The answers to
these questions will drive the ways of improvement of the current e-commerce business.
1. Know the business (7 marks) Each poin worth 0.7 mark
1. What is the business?
(Introduce the e-commerce business you have chosen).
2. What is the idea?
(Provide an overview of the business idea & The visioning process).
3. What are the type of products and/or services provided?
(Explain the products and services does the online store provide such as customer service,
exchange and return, delivery, and payment options).
4. Explain the business statement, business vision and business objective.
5. Where is the money?
(Explain the company’s business model and the revenue model. Give a general idea of how
the business generates revenues)
6. Who and where is the target audience?
(Explain demographics, lifestyle, consumption patterns, etc.).
7. Characterize the marketplace
(Research the market and give an idea about the size, growth, demographics, structure,
competition).
8. Describe the content of the business website
9. Conduct a SWOT analysis for the business
(Provide 3 points each)
10. Develop an e-commerce presence map.
(For example: website, email … etc. What activities does the company use these platforms
for? (E.g., marketing, customer service, news…etc.).
1. What is the business?
Gathern is an online marketplace that specialises in the sale of hotels and other types of vacation
lodgings. It functions as a platform for conducting business online. It is possible for individuals
and families who are looking for vacation experiences that are one of a kind and unforgettable to
take advantage of the platform’s ability to provide a wide variety of housing options, including
farms, cottages, villas, flats, chalets, and resorts.
2. What is the idea?
In order to provide clients with a platform that is both user-friendly and efficient, Gathern was
founded with the primary intention of providing them with the ability to methodically explore,
compare, and reserve their favourite vacation accommodations. The idea that has been realised is
a comprehensive marketplace that provides a wide variety of homes in a number of different
places, catering to a variety of buyer preferences and financial constraints.
3. What are the type of products and/or services provided?
In order to fulfil the requirements of its clientele, Gathern provides a comprehensive range of
products and services, which includes the following items and services:
The online merchant offers a wide variety of housing options, which include farms, camps, villas,
and apartments located in a variety of locations throughout the world. These accommodations
include chalets and resorts. Individuals who are looking for a wide variety of vacation experiences,
ranging from opulent vacations to solitary retreats, may find that these alternatives are beneficial
to their needs.
The customer service department at Gathern is available to provide assistance to customers in
order to streamline the reservation process, address their questions, and offer recommendations.
All customers have access to the assistance that is provided by customer service. In spite of the
fact that contracts for lodgings are typically non-refundable, Gathern makes it easier for visitors
and property owners to communicate with one another in the event that any issues arise. In
addition, the platform ensures the effective synchronisation of information regarding property
access, which allows for the check-in procedure to be totally streamlined for visitors.
4.
Explain the business statement, business vision and business objective.
The following are the company statement, the business vision, and the business objectives:
– Business statement (aim): Gathern’s aim is to give individuals and families with a hassle-free
and memorable booking experience for a wide selection of vacation lodgings, assuring customer
satisfaction and generating lasting vacation memories.
– Gathern’s business mission is to become a platform that is recognised and relied upon for
vacation lodgings. It will be recognised for its extensive selection, great customer service, and
streamlined booking procedure. The goal is to continually improve the capabilities of the platform
and broaden the range of services available in order to meet the ever-changing requirements of
customers.
– Business objective
1. Building a user-friendly and intuitive web platform that makes it simple to look for and book
accommodations is one of the business objectives.
2. Form alliances with property owners and managers that have a good reputation in order to
guarantee a wide variety of lodgings that are of exceptionally high quality.
3. Throughout the whole booking process, provide individualised customer service and guidance
to customers.
4. Establish channels of communication that are both open and effective between the property
owners and their property owner clients.
5. Continually update and broaden the range of available lodging spaces in vacation destinations
that are highly desirable.
6. Ensure that a high level of customer satisfaction is maintained by immediately responding to
questions, comments, and worries raised by customers.
7. Establish credibility and dependability by providing accurate property descriptions, providing
images, and soliciting feedback from customers.
5. Where is the money?
A revenue model that is based on commissions is utilised by Gathern. Each successful booking
that is made through Gathern results in a commission charge being paid by the property owners
and managers who are listed on the digital platform. Through the utilisation of this revenue model,
Gathern is able to create income by acting as a mediator between clients and property owners.
6.Who and where is the target audience?
The individuals and families that are looking for vacation lodgings are the target audience for
Gathern. It is possible that the demographics will vary, but in general, the target audience is
comprised of vacationers who have a certain amount of discretionary means, a desire for one-ofa-kind experiences during their vacations, and a preference for the convenience of making
reservations online. Gathern caters to residents of the United States as well as clients from other
countries by providing lodging options in a variety of vacation spots that are highly sought after.
7. Characterize the marketplace: The market for vacation lodgings is large, and there is a
growing demand for vacation experiences that are unique and made to the individual’s
specifications. The size of the market is determined by a number of factors, including the amount
of discretionary income available, the preferences of travellers, and the accessibility of vacation
places. There is a possibility that the market is comprised of a diverse range of demographics,
including individuals who are travelling alone, couples, and families. In this extremely
competitive business, a wide variety of internet platforms, real estate agents, and private
proprietors compete with one another for the interest and reservations of clients.
8. Describe the content of the business website. Users are able to conduct lodging searches based
on specified criteria, such as location, dates, and preferences, thanks to the user-friendly design
that is included on the Gathern website. Comprehensive property listings are displayed on the
internet. These listings include thorough descriptions, high-quality photos, and testimonials from
previous buyers. In addition, it has features for classifying and filtering search results, which
contributes to the simplification of the process of making reservations.
9. Conduct a SWOT analysis for the business:
One of the highlights is the extensive range of lodging options accessible in numerous vacation
destinations.
One aspect to consider is the simplicity of the platform and the booking procedure.
– Support for assisting customers that is committed.
The intense competition in the vacation accommodations market is one of the major disadvantages
of the company.
There might exist challenges in guaranteeing the consistent maintenance of quality standards
across multiple properties.
Property proprietors are expected to furnish precise visual representations and detailed
descriptions of their properties.
Opportunity abounds, encompassing the continuous expansion of lodging options and prospects
for collaboration.
An increasing demand is being observed for unique vacation experiences.
Integration of supplementary services, including, among other things, vacation packages and
activities.
One potential risk is economic recession, which can significantly affect spending on travel and
leisure.
Consumer preferences and trends are in a constant state of flux.
The vacation rental industry is currently experiencing the effects of regulatory modifications or
limitations.
Develop an e-commerce presence map:
Customers are able to search for, compare, and book accommodations through the Gathern
website, which serves as the principal platform providing these services.
Email is the primary mode of communication that Gathern employs for providing customer
assistance, booking confirmations, and communicating updates.
– Gathern maintains a presence on social media platforms like as Facebook, Instagram, and Twitter
in order to interact with consumers, disseminate information about newly acquired homes, and
advertise special deals.
In the realm of marketing, the corporation employs a variety of online marketing channels,
including search engine optimisation (SEO), pay-per-click advertising (PPC), and content
marketing, with the goal of attracting customers and driving traffic to the website.
Customer service: Gathern’s website features a customer care section that enables clients to get in
touch with the company directly for assistance and questions.
Gathern may choose to communicate with its clients by means of email newsletters or blog
postings in order to disseminate information regarding travel advice, news, and updates.
2. Explain the design of the system (4 marks)
Explain in detail the design of the system (business objectives, system functionality, information
provided)
Business Objective
System Functionality
Information provided
Ex: Display goods
Digital Catalog
Dynamic text and graphics catalog
Build a user-friendly
and intuitive online
1. Implement a
comprehensive
1. Particulars Concerning Lodging Provisions:
Provide comprehensive details pertaining to
platform for easy
search and booking of
accommodations.
search tool that
enables clients to
search for lodgings
based on location,
dates, number of
guests, amenities,
and other relevant
parameters. This is
the second step in
the accommodation
search process.
2. Displaying thorough
property listings
that include
descriptions, images
of a high quality,
availability
calendars, pricing
information, and
reviews from
previous customers
is the third step.
3. Booking procedure:
Make sure that the
booking procedure
is easy to
understand and
straightforward,
enabling clients to
choose the
accommodations
they want, examine
the prices and
policies, and make
safe payments
online.
4. Real-Time
Availability:
Include a real-time
availability function
that rapidly updates
the availability of
lodgings. This will
ensure that clients
have access to
information that is
each property, encompassing descriptions,
images, amenities, policies, and nearby points
of interest.
2. Pricing and Accessibility of the Item: For
the purpose of informing customers about
room availability, it is critical to exhibit
accurate pricing details, including any
applicable taxes or fees, alongside up-to-date
availability calendars.
3. Assessments by customers: Present usergenerated evaluations and ratings for each
property, thereby enabling patrons to gain
insights into the experiences of previous
visitors at the resort.
The fourth stage in the booking procedure is
to deliver to customers a booking
confirmation email containing all pertinent
booking information, including property
details, check-in and check-out dates, a
payment summary, and cancellation policies.
In order to enhance the user experience and
expedite subsequent reservations, it is critical
to retain and display user account information.
The aforementioned data ought to comprise
stored booking history, preferences, and
payment information.
It is critical to convey customer support
contact details, including email addresses and
phone numbers, in order to effectively assist
customers with inquiries, requests for
modifications, or cancellations.
Ensuring the Security of Payment
Information: Implement measures to
safeguard consumer payment information
during transmission and storage on the
platform, such as employing encryption to
encrypt sensitive data and adhering to relevant
security standards.
5.
6.
7.
8.
accurate and up to
date.
Wish List: Make
available to clients a
function that allows
them to bookmark
their preferred
properties for the
purpose of future
reference and
comparison.
Sending automatic
booking
confirmation emails
to consumers while
giving them with all
of the relevant
details of their
reservation is the
seventh step in the
booking
confirmation
process.
User Reviews:
Encourage
consumers to
provide feedback in
the form of reviews
and ratings for
lodgings that they
have reserved, so
assisting
prospective
customers in
making thoughtful
choices.
Mobile
Responsiveness:
Make sure the
platform is mobileresponsive, which
will enable clients
to access and book
accommodations
from their mobile
devices, such as
smartphones or
tablets.
• What can be improved or added into the system design?
The system design of Gathern can be improved through the implementation of various
enhancements and modifications, which encompass the subsequent:
By including a wider range of filtering options, customers will have the ability to restrict their
search results according to particular criteria, including but not limited to price range, property
type, amenities, and visitor ratings. This objective will be achieved by integrating improved
filtering and categorising mechanisms. Furthermore, it is advisable to provide filters that enable
the prioritisation of search results based on various criteria, including but not limited to relevance,
pricing, or customer ratings.
The second phase of advanced booking administration entails the creation of an intuitive
dashboard that grants clients the capacity to oversee their reservations. This includes
functionalities such as monitoring upcoming appointments, modifying dates or guest counts, and
requesting cancellations or modifications. By virtue of employing this functionality, patrons
would be bestowed with enhanced autonomy and adaptability with regard to their reservations.
3. Customisation and Suggestions: Incorporate tailored recommendations that are predicated on
the consumer’s inclinations, prior transactions, and perusing patterns. By employing machine
learning algorithms, the system possesses the capability to propose comparable accommodations
that align with the customer’s past preferences and areas of interest.
4. Integrated Travel Services: Expand the platform’s service portfolio by integrating
supplementary travel services, including but not limited to activity reservations, airport transfers,
and vehicle rentals. Consequently, patrons would be granted entry to a more all-encompassing
travel experience, while the simplicity of organising their complete journey via Gathern would be
amplified.
The fifth phase of instant messaging entails the implementation of an integrated message system
that facilitates direct communication between clients and property proprietors or managerial
personnel. By granting clients the capability to inquire about matters, request clarification, and
pose specific inquiries, this functionality would enhance the overall consumer experience with the
organisation.
6. Integration of Virtual Tours and 360-Degree Views: To enhance the level of immersion for
patrons, it is advisable to integrate virtual tours or 360-degree views of the lodgings. Customers
would have the opportunity to virtually inspect the property prior to reserving, thereby enhancing
transparency and reducing uncertainty.
7. Incorporate social sharing features that empower patrons to share their reserved
accommodations on their preferred social media channels. The seventh phase of the social sharing
and referral initiative has arrived. Furthermore, one could implement a referral programme
whereby customers who recommend Gathern to their acquaintances and relatives could be eligible
to receive discounts or incentives. Encouragement of consumer loyalty and word-of-mouth
promotion will result.
8. Language Localization: To enhance the appeal to a substantial international audience, it is
advisable to provide language localization alternatives. To achieve this, it would be necessary to
translate both the content and user interface of the platform into additional languages. This would
increase the site’s usability and accessibility for non-English-speaking visitors.
9. Establishing Collaborations with Prominent Review Aggregators: Establish alliances with
reputable review aggregators such as TripAdvisor or Yelp to incorporate reviews and ratings from
external websites pertaining to the hotels showcased on the platform. This would enhance the
platform’s credibility and provide clients with a comprehensive understanding of the property’s
standing, both of which would ultimately be advantageous for the platform.
10. Implement a Loyalty Rewards Programme: It is advisable to establish a loyalty rewards
programme wherein frequent customers of Gathern can accumulate points or other exclusive
benefits in recognition of their ongoing reservations. The cultivation of client loyalty and the
promotion of repeat business would ensue from this.
By implementing these enhancements and supplementary components, the Gathern system design
can be fortified. This will enable the provision of a more personalised, streamlined, and
comprehensive user experience for patrons, culminating in heightened levels of customer loyalty
and satisfaction.
3. Explain the current business e-commerce features (2 mark)
What are the current website features? And what types of these features can be annoying to
customers? Provide pictures.
(What can you do to improve the current features on the website?)
Considering that I am an artificial intelligence text-based model, I do not have access to real-time
information, nor do I have the ability to explore the internet or give photographs. On the other
hand, I am able to provide a description of some typical e-commerce characteristics as well as
some ideas intended to enhance them.
Features of the Current Business E-commerce System:
1. User Registration: It is most likely that the website provides a user registration feature, which
allows clients to create accounts in order to remember their preferences, booking history, and
payment information.
2.consumers should be able to search for lodgings based on location, dates, number of guests, and
other relevant factors. There should be a search tool that allows consumers to search for
accommodations.
3. Property Listings: The website ought to provide comprehensive property listings that include
descriptions, images, availability calendars, pricing information, and reviews from previous
customers.
4.During the booking process, customers should be able to select the accommodations that best
suit their needs, examine the pricing and policies, and make safe payments online.
5. Real-Time Availability: The website ought to offer real-time updates related to the availability
of rooms, so guaranteeing that customers are provided with information that is both accurate and
up to date.
6.desire List: A feature that would allow clients to keep their preferred properties for future
reference and comparison would be referred to as a desire list.
7. evaluations from Customers: Customers should be allowed to give evaluations and ratings for
accommodations that they have booked, which would assist future customers in making selections
that are more appropriately informed.
8. Responsiveness to Mobile Devices: You should make sure that your website is responsive to
mobile devices so that clients can easily access and book lodgings using their mobile devices, such
as smartphones or tablets.
Features that may irritate customers include the following:
1. A Slow Loading Speed: If the website takes an excessive amount of time to load, customers
may feel extremely dissatisfied and give up on the process of searching or making a reservation.
2. Complicated Navigation: If the website has a navigation structure that is either complicated or
cluttered, it may be difficult for clients to locate the information they require or to complete their
bookings in a timely manner.
3. The absence of filtering choices: If the search function does not provide customers with
advanced filtering options, potential customers may have difficulty narrowing down their
selections and locating accommodations that are suitable for their particular needs.
4. Information that is either insufficient or inaccurate: If the property listings do not contain
sufficient or accurate facts, clients may have difficulties making judgements that are in their best
interest or may be dissatisfied when they arrive at the property.
5. A Complicated Booking Process: If the booking process is difficult, includes numerous steps,
or demands an excessive amount of information, clients may grow frustrated and abandon their
appointments.
Enhancing Existing Functionality of the Website:
1. Optimise the Performance of the Website: In order to improve the user experience, make sure
that the website has quickly loading times and a design that is responsive.
Simplify the navigation structure of the website so that it is easier for customers to access the
information they require. This is the second step in streamlining the navigation.
3. Increase the Number of Filtering choices: Give customers the ability to narrow their search
results and locate lodgings that are tailored to their particular interests by providing them with
extensive filtering choices.
4. Improve Property Listings: Make sure that property listings have information that is complete
and correct. This includes images of a high quality, clear descriptions, and availability calendars
that are up to date.
5. Simplify the Booking Process Be sure to streamline the booking process by reducing the amount
of required steps and fields. This will ensure that the process is as uncomplicated and effective as
possible.
6.The sixth step is to enhance mobile responsiveness by optimising the website for mobile devices.
This will ensure that customers that access the platform from their mobile devices, such as
smartphones or tablets, have a seamless and user-friendly experience.
7. Solicit Feedback from Customers: When it comes to gathering customer insights and addressing
any pain points or areas for improvement that customers have indicated, it is important to
implement a feedback mechanism.
8. Conduct Usability Testing: On a regular basis, test the usability of the website with actual users
in order to detect any problems or frustrations caused by the website and to make any necessary
modifications.
4. Explain the business e-commerce process (2 marks)
Explain in detail all the steps from the time user enters the website until the final user buys a
product.
(What can be improved in the process?)
. The process of conducting business online often consists of a number of steps, beginning with
the moment a user visits a website and ending with the completion of the final purchase. An indepth explanation of each stage is provided as follows:
The first step in the process is for the user to enter the e-commerce website by using a search
engine, a direct URL, or a referral link.
2. Browsing and Product Search: The browsing process involves the user exploring the website,
navigating through the various categories, or using the search tool to locate products that are of
interest to them. They are able to read product listings, image descriptions, and any other
information that is pertinent to the product.
3. Product Selection: The user chooses a certain item that they wish to buy by either clicking on
it or adding it to their shopping cart. In addition to specifying the number that they want, they
have the ability to select product variations such as size or colour.
4. Shopping Cart: The products that have been chosen are placed to the shopping cart, where the
user is able to examine the items, make adjustments (such as modifying the quantities or
removing items), and determine the overall cost of the purchase.
5. Checkout Procedure: The user then moves on to the checkout procedure, where they are
required to submit their delivery address, contact information, and choose their chosen method
of payment (for example, a credit card, PayPal, or another option).
6. Confirmation of the Order: Following the completion of the order details review, the user will
then confirm the purchase. They may now receive an email confirming their order or a summary
of their purchase on the website. Both of these options are viable options.
7. Authorization of Payment: If the user’s preferred method of payment requires authorization,
they will be sent to a safe payment gateway where they can submit their payment information.
The system validates the customer’s payment information and gives permission for the
transaction to proceed.
8. Order Fulfilment: The e-commerce platform will begin processing the order once the payment
has been authorised. Among the tasks that fall under this category are inventory management,
order packaging, and the coordination of shipment or delivery.
9. Shipping and Tracking: The products that have been purchased are sent to the address that has
been provided by the user, and the user may get an email with tracking information during the
shipping confirmation process. With the help of this information, they will be able to monitor
the development of their package.
10. Delivery and Receipt: The user will receive the things that they have ordered at the same
address that they have supplied. They validate their contentment with the acquisition after doing
a thorough examination of the items. In the event that there are any problems or dissatisfactions,
one can contact customer care in order to receive assistance.
11. Post-Purchase Support: The e-commerce platform may follow up with the user in order to
collect comments, give post-purchase support, or offer extra services (such as registering for a
warranty, making product recommendations, and so on).
Enhancements to the Procedures of Electronic Commerce:
1.Simplified Checkout: If you want to streamline the checkout process, you should reduce the
amount of required form fields and the number of steps that are required. Through the provision
of guest checkout options, the procedure can be made more user-friendly by eliminating the
requirement of creating an account.
2.It is important to ensure that product prices, additional fees (such as shipping fees and taxes),
and any potential discounts or promotions are displayed in a clear and transparent manner at the
beginning of the checkout process. This will help to prevent any surprises from occurring during
the process.
3. User-Friendly Navigation: The navigation structure of the website should be optimised so that
it is easy and comfortable for users to access items, categories, and information that is pertinent
to their needs in a short amount of time.
4. Optimising for Mobile Devices: Improve the website’s responsiveness on mobile devices in
order to offer a streamlined shopping experience for customers who are browsing and
purchasing things using their mobile devices, such as smartphones or tablets.
5. Product Recommendations: Improve the overall shopping experience by incorporating
personalised product recommendation features that are based on the user’s browsing history,
purchasing behaviour, and interests. This will drive additional purchases and make the shopping
experience more enjoyable.
6. Customer Support and Returns: Enhance customer support channels by providing consumers
with a variety of methods to contact assistance in the event that they experience problems while
shopping or after making a purchase. It is important to streamline the process of returns and
refunds so that it is both user-friendly and efficient.
7. Simplified Account Management: Make it simple for users to maintain their accounts, add
new information to their accounts, monitor their orders, and retrieve their order history for future
reference.
8. Improved Security: Put in place stringent security measures to safeguard user information and
ensure the safety of financial transactions. These measures should include SSL encryption, twofactor authentication, and conformity with industry standards.
9. Loading Times That Are Quicker: Optimise the performance of your website to guarantee that
it loads quickly, hence lowering the likelihood that users may become frustrated and leave your
site.
10. customer Feedback and Iterative Improvements: In order to discover pain spots and places
for improvement in the e-commerce process, it is important to actively gather customer feedback
and undertake usability testing. On the basis of this feedback, carry out continuous iterations and
improvements to the user experience.
The implementation of these enhancements has the potential to facilitate the streamlining of the
e-commerce process, the enhancement of user satisfaction, and the rise of conversion rates by
decreasing friction and offering a shopping experience that is seamless.
Reference
–
https://gathern.co
–
Qin, Z., & Qin, Z. (2009). Introduction to E-commerce (Vol. 2009). Heidelberg: Springer.
–
Manzoor, A. (2010). E-commerce: an introduction. Amir Manzoor.
–
Laudon, K. C., & Traver, C. G. (2020). E-commerce 2019: Business, technology, society.
Pearson.
–
Goel, R. (2007). E-commerce. New Age International.
Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
1
Student Name:
1. Abdullah Jan
2. Abdallah Alfaifi
3. Hasan Nadeem
4. Mohammed Alghamdi
5. Essa Hasan Almalki
Student ID:
S220027855
S220012348
S220009153
S220010119
S200064735
Course Title: E-commerce
Course Code: ECOM101
Academic Year/ Semester:
2023/2024 _Second semester
Instructor Name: Abdulaziz Murad
CRN:24367
Student Grade: out of 15
Grade Level: High/ Middle / Low
College of Administrative and Financial Sciences
ECOM101 – E-commerce
E-commerce Project
(Part B)
Second Semester 2023-2024
Submission: Thursday, May, 2nd 2024 = 15 Marks
2
Requirement:
This is a continuous activity for part A, keep working on the same website you have chosen in
part A. In this part you are required to evaluate one of the websites below based on what you learn
from this course and your perspective. The evaluation will cover the different aspects of
ECommerce such as business idea, website design, marketing, security … etc. You will need to
analyze the business and provide suggestions to improve the current business situation. The
following questions require critical thinking to be answered successfully. The answers to these
questions will drive the ways of improvement of the current e-commerce business.
3. Site Design (3 marks)
Evaluate the website design focusing on the eight most important factors in successful ecommerce
site design (ease of use, ease of purchase, simple graphics … etc.). You are required to evaluate
each factor.
(Discuss possible suggestions to improve the site design).
4. Business software (2 marks)
The development of an e-commerce website requires more interactive functionalities, such as the
ability to respond to user input (name and address forms), capturing customer orders for goods
and services, clearing credit card transactions on the fly, consolidating price and product
databases, and even adjusting advertising on the screen based on user characteristics.
(Explain the different types of software used on the website to perform the current functionalities).
What can be done to improve the software?
5. Payment and Security (3 marks) each point worths 1 mark
1 What are the methods of payment available in the online store?
(What other methods can be added? Explain why?)
2 What are the technologies used on the website to secure the online transactions?
(What other technologies can be added? Explain why?)
3 What is the current privacy policy of the online store? Outline how the information is
collected and used? (What can be added to the privacy policy? Explain why?)
6. Categorize marketing and advertising strategy and method (2 marks)
Explain the current online, offline, and social media marketing strategies of the e-commerce
business? (Provide photos or screenshots of your business marketing activities, What can be
done to improve the marketing aspects of the business?)
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7. Know your competitors (3 marks)
Choose a website of one competitor in the same industry (locally or globally) and compare it with
your chosen company’s site. Indicate why the competitor’s website is better or worse than the
chosen company’s website. (What can be done by learning from your competitor’s experience?)
8. Conclude your report (2 marks)
Summarize the above points and include your recommendation to improve the e-commerce
business.
Guidelines for the assignment part A & B:
The answer sheet must include the following:
• Cover page
• Questions
• Answers
Make sure to include the cover page with all information required.
TWO marks will be deducted if there is no cover page
This is a group project (4-5 students), which is part of your course score. It requires
effort, research, and critical thinking.
You are required to choose one current business from the list.
Each website can be chosen by one group only.
Use font Times New Roman, 12 font size
Use 1.5 line spacing with adjust to all paragraphs (alignment).
Use the footer function to insert page number.
Ensure that you follow the APA style in your project and references.
The minimum number of required references is 5 references using APA style.
Your whole project report length should be between 1250 to 1600 words.
You must check the spelling and grammar mistakes before submitting the assignment.
Up to 20% of the total grade will be deducted for providing a poor structure of
assignment. Structure includes these elements paper style, free of spelling and grammar
mistakes, referencing and word count.
Your file should be saved as Word Doc. Follow this pattern to name the file:
Your name_CRN_ECOM101_ Project_A or B.docx
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Table of Contents:
Site Design …………………………………………………………………………………… 6
Business Software …………………………………………………………………………. 7
Payment and Security ……………………………………………………………………. 8
Marketing and Advertising Strategy and Method ……………………………… 9
Know Your Competitor ………………………………………………………………… 11
Conclusion ………………………………………………………………………………….. 12
References: …………………………………………………………………………………. 13
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Site Design
The website design of Gathern is evaluated according to eight standard criteria used in
successful e-commerce sites. The homepage of the site has a simple and clear structure with
navigation bars but it is crowded with repetitive campaign slides that may lead to the confusion
of users. The clarity of the homepage’s design, by means of the removal of visual clutter, can
make it easier to navigate the website. The booking process on the website Gathern seems to be
somewhat straightforward, as one can choose the city and the type of holiday homes, and the
dates are quite clearly indicated. The booking process looks fairly straightforward, but however,
there is room for optimization to provide users with a better user experience. Through SSL
encryption and secure payment gateways, Gathern has been able to keep users’ data private. The
website’s security is also improved with the security audits conducted regularly. The website
optimizes loading speed by using various techniques, such as making images smaller and
reducing the amount of HTTP requests, which enables ongoing surfing. Although Gathern is a
good example of the adequate use of simple images, some of the pictures may look stretched or
pixelated. The website should be equally appealing and beautiful if you only use high-quality
images. The website is straightforward to read with product descriptions clearly written and
prices that are transparent and give users trust and confidence in the site. The website could be
made more user-friendly by paring down the homepage design, shortening the steps in the
reservation process, and using good pictures all over the site. These inputs will indeed add to the
overall atmosphere of the site and make it even more interactive.
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Business Software
The website capability of Gathern is provided by a set of software packages performing the
functions needed to keep the site smooth and efficient. The systems are composed of a CMS
(Content Management System), which enables the management of website content, an ecommerce platform for online transaction handling and management of products, a CRM
(Customer Relationship Management) software application for customer data management, a
Payment Gateway for secure online payments and a DBMS (Database Management System) in
which product information, customer data, and transaction records are stored.
The CMS is the main go-to tool for the website’s content management, which guarantees that
administrators can make necessary alterations or additions easily to the content of the site. While
e-commerce focuses on the settlement of transactions and production management, a buyerseller relationship is being formed smoothly. CRM tool brings data management of customers
and communication together, thereby making it possible to construct a more personalized and
audience-targeted marketing strategy. Besides being a secure processor of payment, the Payment
Gateway also ensures that no financial information gets compromised when you make online
payments. Lastly, DBMS keeps and obtains critical data, playing the role of the basis for various
operations on the website. For an effective software system, the merging of a user-friendly CMS
would simplify content management procedures while providing the option of advanced
analytics software would allow us to track user behavior and optimize marketing operations.
Updated and patched software are also important factors in strengthening the security and
performance of the software used, thus preventing the software from being compromised by
potential vulnerabilities and operating smoothly.
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Payment and Security
The website provides secure payment methods, which include credit/debit cards and digital
wallets. By means of these technologies, users will have a convenient way to pay online and
added security. Networking with other businesses or understanding the community better could
help target more customers. For instance, PayPal and Apple Pay are digital platforms that are
highly used to make payments and provide secure transaction frameworks (Chodak, 2024).
Installment options can be put forward so that the cost of the bigger purchase can be spread over
time, thus expanding the customer base. By giving people a choice of payment, the website
would be better able to satisfy a wider range of customer needs.
With regard to technologies for security, the site will use the Secure Socket Layer (SSL)
encryption for the protection of online transactions. SSL encryption means that all the data
passing between the user’s browser and the website’s server is encrypted and stays secure and
private (Dastres & Soori, 2020). Also, though other security measures like multi-factor
authentication and fraud detection systems are applied, they could be used additionally.
Verification of multiple factors by a user adds one more barrier to hackers, making them provide
more than one type of evidence (for example, a password and a confirmation code sent to the
user’s mobile phone). Fraud prevention systems help to detect suspicious activities and prevent
fraudulent transactions by algorithms that are in charge of securing the users’ data and financial
information. The website may be able to build up more credibility and trust for the online
processes by adding these additional security technologies.
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With regards to privacy policies, although the site indicates secure payment methods, it may
have a lack of content as far as data privacy procedures are concerned. Incorporating the element
of privacy policy to clearly explain the way that user information is collected, stored, and used is
a key factor to transparency and trust. The privacy policy shall include the details of the data
collected, that is, personal information and browsing history, and the means of utilization of
such data, which could be order processing and marketing purposes. Moreover, including
options for users to manage their data, for instance, opting out of marketing communications or
closing the account, can also be beneficial because it would help maintain transparency and user
control (Habib et al. ., 2020). Updating and improving the privacy policy can serve as a tool for
the website to show its customers that it is serious about protecting their data and, hence, it
builds trust with its customer base.
Marketing and Advertising Strategy
The e-commerce business is readily armed with an entire set of marketing tools that range from
online to offline platforms and social media to reach out to the target audience in the most
efficient manner possible. Marketing strategies online involve using SEO to make the website
appear in the search results of the search engine, PPC to drive traffic to the site, and email
marketing, which helps keep in touch with customers and prospects. In addition, Gathern utilizes
other social media platforms, such as Facebook, Instagram, and X, for audience communication,
information disclosure about the products, and advertising through relevant advertisements. To
boost marketing efficiency, the company may consider partnering with influencers,
implementing retargeted campaigns that will target people who have visited the company’s
website, or using analytics tools that track and optimize marketing performance across channels.
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Figure 1: Gathern X Page
Figure 3: Gathern YouTube Page
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Figure 2: Gathern Instagram
Know Your Competitors
The website of Gathern is found to be quite different when compared to that of Virgin Voyages,
a rival in the travel industry, in terms of the design and user experience (“Gathern,” n.d.). The
website of Virgin Voyages is adorned with visually appealing pictures and interactive elements,
such as virtual ship tours, which is another step to improve engagement and conversion rates
(Cruises & Cruise Holidays | Virgin Voyages, n.d.). In contrast, the Gathern site looks
overloaded and has no interactive or immersive elements like Virgin Voyages. It just uses
reviews and testimonies of users as content, which helps the company build a reputation and
attract clients. Gathern might gain from following the same strategy as in the case of including
social proof into their website to build up a reputation as well as user trust. To better serve
customers, Gathern could consider giving more importance to visual appeal and interactivity,
adopting personalized marketing approaches, and integrating social media feeds and review
sections. By adopting tactics from Virgin Voyages’ successful design and user experience, the
Gathern website can rise to the occasion to better captivate its audience and bring in more
conversions.
Figure 1: Virgin Voyages Website
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Conclusion and Recommendations
the evaluation of Gathern’s website design and functionality touches on both the strengths and
weaknesses of the site. While the website has obvious ease of use and security, it still has room
for improvement in terms of design, user engagement, and marketing. By analyzing what makes
competitors like Virgin Voyages stand out, Gathern can improve the web design, incorporate
interactive elements, leverage social proof, and personalize marketing efforts, thus resulting in a
better experience for the users and more conversions. Adopting these suggestions, we will turn
Gathern into a competitive player in the travel and hospitality industry, keeping in mind that
customer satisfaction and business growth will increase.
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References
(n.d.). Cruises & Cruise Holidays | Virgin Voyages.
https://www.virginvoyages.com/book/voyage-planner/find-a-voyage?cabins
Chodak, G. (2024). Current and New Payment Methods in E-Commerce. In The Future of Ecommerce: Innovations and Developments (pp. 51–69). Cham: Springer Nature
Switzerland.
Dastres, R., & Soori, M. (2020). Secure socket layer (SSL) in the network and web security.
International Journal of Computer and Information Engineering, 14(10), 330-333.
Gathern. (n.d.). Owler. https://www.owler.com/company/gathern
Habib, H., Pearman, S., Wang, J., Zou, Y., Acquisti, A., Cranor, L. F., … & Schaub, F. (2020,
April). “It is a scavenger hunt”: Usability of Websites’ Opt-Out and Data Deletion
Choices. In Proceedings of the 2020 CHI Conference on Human Factors in Computing
Systems (pp. 1–12).
https://gathern.co/
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