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Moving from a web presence to e-commerce : the importance of a business-web strategy for small-business owners

journal contribution
posted on 2007-11-01, 00:00 authored by J Fisher, Annemieke Craig, J Bentley
More than half of small businesses in Australia (57%) use a website to promote their business. Having an effective website is an important step for small business owners moving towards e-commerce. The research suggests that once a business has a clear online strategy through a website they are more likely to move to e-commerce. While many small business owners have a business strategy, it is often the case that this strategy does not include their Web presence. This paper describes the results of interviews with small business owners and assessment of their websites. We identify elements that are important for small business owners developing a business-Web strategy. The research indicates that many owners see their websites as little more than an advertising medium and few are ready for the move to e-commerce. Identifying the level of maturity of a small business owner's business-Web strategy however can help us understand how prepared a small business owner is to move to e-commerce.

History

Journal

Electronic markets

Volume

17

Issue

4

Pagination

253 - 262

Publisher

Routledge

Location

London, England

ISSN

1019-6781

eISSN

1422-8890

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2007, Taylor & Francis

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