E-business means using digital technology to run the whole business, not just sell online (e-commerce). The four types are B2B, B2C, C2B and C2C. Businesses typically move through four stages, from a web presence to a full e-business. E-branding builds the brand online by matching, modifying, creating or partnering.
Types of e-business
| Type | Who trades with whom | Example |
|---|---|---|
| B2B | Business to business | A wholesaler's online trade portal |
| B2C | Business to consumer | Amazon, online retailers |
| C2B | Consumers sell to businesses | Freelancers or stock photographers selling to firms |
| C2C | Consumers sell to each other | eBay, Vinted |
Four stages of e-business
How IT changes industries (Porter)
| Effect | Example |
|---|---|
| Creates new businesses | Online auctions and photo sites |
| Changes industry structure | Artists sell and stream music directly |
| Gives competitive advantage | Airlines cut costs with online booking |
Benefits and barriers
Advantages
- Lower costs and greater efficiency
- Revenue growth and new markets
- Better information for control
- Better customer service and marketing
- Automation
Limitations
- Staff resistance to technology
- Security concerns
- Set-up and running costs
- Need for new skills
E-branding strategies
| Strategy | Example from the book |
|---|---|
| Match an existing brand online | A clothing retailer carries its store identity onto its website |
| Modify an existing brand for online | A traditional publisher refreshes its brand for digital readers |
| Create a new online brand | Netflix moved from DVD rental by post to streaming |
| Partner with an existing brand | Spotify and Uber let riders play their music |
E-branding vs traditional branding
| Feature | Online | Example |
|---|---|---|
| Efficient information | Short, fast messages | Social media posts |
| Visual identity | Visuals carry the brand | Apple |
| Ease of access | Simple, mobile-friendly | Airbnb |
| Interactivity | Customers take part | Nike's personalisation tools |
| Evolution | Changes fast with data | Coca-Cola's campaigns |
E-business in ACCA SBL
This sits in technology (syllabus area E). Typical tasks ask how an organisation could move further online or build its brand digitally. Place it on the four stages, recommend the next step with benefits and risks, and link to the marketing mix (7Ps) and cloud computing.
FAQs
What is e-business?
Using the internet and digital technology to run all parts of a business: buying, selling, serving customers, working with suppliers and running internal processes. IBM popularised the term in the 1990s.
What is the difference between e-business and e-commerce?
E-commerce is buying and selling online. E-business is broader: it includes e-commerce plus digital supply chains, internal systems, customer service and collaboration.
What are the four types of e-business?
Business to business (B2B), business to consumer (B2C), consumer to business (C2B) and consumer to consumer (C2C).
What is e-branding?
Building and managing a brand online through websites, social media, search, apps and digital content. Strategies include matching, modifying or creating a brand, or partnering with another brand.
How is e-branding different from traditional branding?
Online, information must be delivered quickly, visuals matter more, ease of use is essential, interaction is possible, and brands can change fast based on real-time data.