Page 176 - DCAP306_DCAP511_E-COMMERCE_AND_E-BUSINESS

Unit 14: Designing and Building E-Commerce Web Site - Advanced

To reduce the chances of the customers dropping off at this point, the data entry can be minimized by:
1. Allowing customers to log-in with the same username and password which they use for the main
Web site to get shipping and billing information stored in the account.
2. Integrating with the third party billing services.
Most of the online shoppers want their transactions to be secure because of the frequent reports of credit
card fraud and identity theft. Most of the shoppers seek reassurance that the online transactions are
secure. Most mobile browsers do not offer the security features, while most of the desktop Web
browsers highlight the secure Web sites and protect the users from visiting fraudulent sites.
The homepage of a Web site and other pages which do not ask sensitive data can be securely accessed
from a mobile phone.
Customers feel comfortable if they do not have to give any sensitive data over the mobile repeatedly.
Online merchants need to practice the following guidelines:
1. When customers buy goods through the mobile site, give a mobile solution for tracking the
progress of the order and delivery of the goods.

2. When customers book tickets or other services through the site, give a mobile-friendly booking
confirmation e-mail. Consider mobile ticketing solutions where the tickets can be electronically
stored in the mobile phone in the form of a special barcode.

3. Make sure that all the e-mails which follow up a transaction are mobile-friendly.

In mobile commerce, companies can promote and showcase their products to increase
customers.

14.2 Payment Gateways

Payment gateway is the service that automates the payment transaction between the buyer and the
seller. It is a third-party service, which is a system of computer processes that functions, verifies,
accepts, or declines credit card transactions on behalf of the merchant through the secure Internet
connections. It is the infrastructure that allows a seller to accept credit card and other forms of electronic
payment. The payment gateways used for the Internet transactions are also called as an Internet
Protocol (IP) payment gateway.
Electronic payment is an essential part of Mobile Commerce. Electronic payment is a financial exchange
which takes place online between the buyers and sellers. The content of this exchange is usually some
form of digital financial instrument like encrypted credit card number, digital cash, or electronic
cheques given by a bank or an intermediary or by legal tenders. The three factors that stimulate the
interest among the financial institutes in electronic payments are decreasing technology cost, reducing
operational and processing cost, and increasing online commerce. The desire to minimize cost is one of
the major reasons for the rise in electronic payments. Cheques and cash are very expensive to process
and banks are looking for inexpensive alternatives.
Electronic currencies are designed as electronic analogs of cash and represent various forms of
payment, supported by a bank or financial institutions. Therefore, electronic currencies are similar to
cash which is backed by a bank.
There are three types of electronic currencies:
1. Cash on Real-time: Transactions are completed with the exchange of the electronic currency.

Online currency exchange is electronic cash.

LOVELY PROFESSIONAL UNIVERSITY 169