Electronic Business on the Internet Tutorial

1
Electronic Business on the Internet - Tutorial -
How to Make Your Own E-Commerce Site The Design
Engineer Viewpoint
Authors

• Marjan Mihanovic, marjanm_at_eunet.yu
• Dusan Dingarac, dingo_at_sk.co.yu
• Zoran Horvat, zoranh_at_eunet.yu
• Miodrag Stefanovic, mik42_at_yahoo.com
• Prof. Dr. Veljko Milutinovic, vm_at_etf.bg.ac.yu

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What will you learn from this tutorial?
This Tutorial will guide you through the
following sections

• INTRODUCTION
• You will become familiar with some basic
  techniques and terminology.
• YAHOO! Store
• The easiest way to make your business
  Internet-enabled
• ecBuilder
• Software package, intended for creating more
  advanced eCommerce solutions, still very easy to
  use.
• SSL
• What is Secure Socket Layer, and why is it so
  important?
• Microsoft Site Server Commerce Edition
• The most powerful tool, for the large and most
  advanced e-commerce solutions.
• E-Xact Online Payment System
• How does payment transaction really works.

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Introduction to E-Commerce
E-Business - The shape of things to come
4
Introduction

• E-business has made lots of innovations in modern
  business.
• Today, the most important way of doing E-business
  is over the Internet.
• Old kinds of E-business systems are either
  canceledor improved so they can work over the
  Internet.
• In the next two years one percent of World Trade
  will go over the Internet(billions of dollars).

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Introduction

• By using modern techniques such as
• World Wide Web (WWW)
• Intranet
• Extranet
• Virtual Private Network (VPN)
• Secure Socket Layer (SSL) encryption
• Business over the Internet is openinga whole new
  world of opportunities

6
Introduction

• Better communication inside company (Intranet)
• Geographical location of company partsbecame
  transparent (VPN)
• Collaboration with distributors and suppliers on
  scheduling
• Forecasting, and just-in-timereplenishment of
  supplies (Extranet)
• Telecommuting (employee can do his/her job from
  home)...

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Introduction

• The most interesting part of E-business over the
  Internet (also called I-business)is E-commerce
  over the Internet (I-commerce)
• Over 170 000 000 people, that were using
  Internet on 1.1.2000.,can be potential customers
• Number of Internet users doubles every three
  years
• The most important thing for I-commerce is web
  storea place where you can show and sellyour
  goods to Internet users.

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Web store

• Having web store is much cheaper than having a
  classical one
• For web store you don't have to pay dozens of
  bills
• rent
• electricity
• water
• city taxes
• cleaning...
• You don't need to worry if your store is in a
  good location for customers
• Also, you don't need any salesmen.

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Web store

• Your store is working non-stop
• 24 hours per day
• 7 day per week
• 365 (366) days per year
• Your customers from all over the worldcan spend
  their money without any time-zone limits.

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Web store

• Internet is one giant marketwhere you can sell
  your goods to anyone, anywhere
• A number of countries that had been
  marginalizedby their geographical positiontake
  extremely active interest in E-commerce
• With E-commerce those countries can move to the
  center of the virtual geography
• With your own Web storehundreds of millions of
  peopleare just one click away from your business.

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Web store

• Let us see what is needed to open a new web
  store
• 1. Getting an Internet Merchant Bank Account
  (account that enables credit card transactions
  over the Internet)
• 2. Web Hosting (getting WWW space with some
  Internet provider)
• 3. Obtaining a Digital Certificate (obtaining
  initial keys for encryption, etc)
• 4. Finding a Provider of Online Transactions
  (middleman between your customer and your bank)
• 5. Creating or Purchasing a Shopping Cart
  Software (getting hold of the web store
  infrastructure sw-shelves, etc)

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Internet Merchant Bank Account

• In order to be able to acceptcredit cards over
  the Internet,you must apply to your bankfor an
  Internet Merchant Bank Account
• Depending on which country you live inand what
  bank you are with,this can be relatively easy or
  somewhat difficult.

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Internet Merchant Bank Account
In the U.S.A.

• In the USA, this is a fairly simple procedure
• Many banks offer Internet Merchant Accounts,and
  most Online Transaction Providers will support
  them
• Contact your bank for details.

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Internet Merchant Bank Account
Internationally

• Majority of Online Transaction Providers are
  located in the USA
• They are restricted in their abilityto interact
  with banks outside their own country
• International merchants have very little choice
• An international merchant has to find a way
• to get a US merchant account
• to find a local Online Transaction Provider
• or utilize one of the few companiesthat services
  the international market

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Internet Merchant Bank Account

• Many banks outside the UShave very restrictive
  policiesregarding Internet accounts
• Luckily, the situation is improving
• Most Online Transaction Providers will help you
  with this if you get in touch with them.
• EU has recently adopted a recommendation aimed
  at making E-commerce easier(liberal domain
  assignments, intl Internet banking, etc)

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Internet Merchant Bank Account

• Keep in mind when you apply for a Merchant Bank
  Account
• A US merchant account can takeup to a month to
  come through
• If you already have a merchant bank account,you
  will probably also need to upgrade itto an
  Internet account
• Ensure that your bank accepts Internet merchant
  accountsand has credit card processors that can
  connect toFDC, Paymentech, or CyberCash
  (alternative payment methods)
• Your account must be able to handleCard Not
  Present transactions (important!).

17
Web Hosting

• Web hosting is a very important step in this
  process
• This is how you gain a presence on the
  Internetin the first place
• It is important that the web hosting companyis
  capable of providing you with the level of
  servicethat you need to maintain your Web store
• A few things to look for are
• Good uptime (over 99,5 guarantied)
• Good technical support (your store is working
  non-stop)
• Fast connection to the Internet
• Staff that is knowledgeable about E-commerce
• Compatibility with major E-commerce providers
• Classified statistics of access to your Web site

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Web Hosting

• It is always good to spend some timewhen
  choosing a Web hosting company
• There are many 'fly-by-night' businesses out
  there(if you are working globally, night jobs
  are not wanted)
• For the money you're spending,make sure that the
  company is reputable.

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Obtaining a Digital Certificate

• A digital certificate (SSL Server
  Certificate),enables SSL on the Web server
• SSL protects communications,so you can take
  credit card orders securely
• It ensures that hackers cannot eavesdrop on you
• Any E-commerce company will require youto have
  SSL before you can use their services
• For most people obtaining a digital certificate
  is not a problem
• For a minimal fee,one can usually use the
  certificate owned bythe Web hosting company
  where your page resides.

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Obtaining a Digital Certificate

• If you are a larger company, however,you may
  want to get your own digital certificate(for CC
  processing and/or for processing of sensitive
  data)
• A certificate costs about 150.00 per yearand
  can be obtained from
• Verisign (http//www.verisign.com)or
• Thawte (http//www.thawte.com)

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Provider of Online Transactions

• Before you start looking for a provider,you
  should stop for a momentand consider what
  exactly you need
• How many transactions do you expectto be
  completed in a month?
• How many products do you haveto put on your web
  site?
• How complex does the software need to be?
• How much are you willing to spend?

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Provider of Online Transactions

• There are a lot of online transaction providers
• They offer all kinds of packages
• Decide on a provider's package that fits your
  needs
• This is perhaps the most important aspectin
  creating an E-commerce Web site.

23
Shopping Cart Software

• Shopping cart software is the most popular and
  the most widely used concept of Web store
  architecture
• There are many other types of softwarethat you
  can use in your store,such as catalog software
  or a flat order form
• Creating or purchasing a Shopping Cart Software?
• Creating can be very complicated without proper
  tools
• Creating can be very expensive.

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Shopping Cart Software

• Many Online Transaction Providers will have
  shopping cart software that comes with their
  service, but it can often be very expensive
• Another possibility is a package that offers it
  as a rental included in the monthly service
  charge, or one that offers a simple flat order
  form
• Maybe purchasing of good tools is the best
  solution(ecBuilder or Microsoft SSCE Yahoo!
  Store is a ready-to-use Web store).

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Shopping Cart Software

• Generally it is possible to find three different
  types of Web store
• Three types of Web store creating and shopping
  cart software are best represented with three
  examplesdiscussed later in this tutorial
• 1) Yahoo! Store
• 2) EcBuilder
• 3) Microsoft Site Server Commerce Edition

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Credit Card

• The most widely used way of purchasingover the
  Internet is Credit Card
• The consumer surfs the Internet to the merchants
  Web site, where he/she decides he/she wants
  to buy something.
• The consumer is moved to the online transaction
  server, which ensures security.
• Transaction (credit card billing) is passed
  through private gateway to a CC Processing
  Network, where it is completed (or denied).

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Credit Card

• System of validating card dataand making a
  transaction is shown on this picture

Other Merchant Sites
Bank
Internet
Bank
Merchant Site
Online Transaction Server
Consumer
Bank
Bank
Consumer
Other Merchant Sites
issuing and acquiring banks
Consumer
Private Gateway
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Electronic Cash

• Contrary to Credit Card, Electronic Cash is
  informational equivalent of physical banknotes
  and coins.
• It is perfect for so-called micropayments(such
  as paying 0.10 for the one-time use of
  softwareor 0.19 for reading a literary essay)
• Electronic Cash can offer such benefits as
• anonymity of the buyer
• global acceptance...
• but Credit Card will be dominant for at
  least the next few years.

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Marketing...

• When the Web store is ready for
  customers,marketing your site is very important
• Submit your site to as many search engines as
  possible
• Try finding Web sites with similar themesand
  make deals to create reciprocal links
• Create an advertising bannerand purchase space
  from a popular Web site to display it
• Put your URL in the signature file of your
  emailand the header of all business
  correspondence
• Word of mouth is very powerful on the
  Internettell all of your friends about your
  page
• Avoid spamming - it is a sure way to get a very
  bad reputation.

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... and Planing

• Investigate the web sites that are possible
  rivalsand formulate a strategy for competing
  against them
• If you anticipate a lot of growthin the amount
  of orders coming through your site,figure out
  how you are going to cope withthe increased load
  before you get swamped.

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Yahoo! Store
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Introduction to Yahoo! Store

• Yahoo! Store is a powerful tool for building
  e-Commerce sites.It can be accessed on the
  Internet address http//store.yahoo.com/.
• Basic advantages
• Low cost for small stores, thus highly
  applicable to small business solutions
• Intuitive interface, easy to use
• Results are visible immediately
• Powerful support provided by Yahoo! on a number
  of topicsconcerning e-Commerce and e-Business

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Introduction to Yahoo! Store

• Basic disadvantages
• Cannot create original look of the e-Commerce
  site sites on Yahoo! Store look similar to each
  other no matter what effort was taken for visual
  design. That is because all sites are forced to
  have the same structure, and only graphical
  elements and their arrangement on the screen may
  be partially different
• Company still needs its own server in order to
  use most advanced capabilities of Yahoo! Store
  (e.g. custom functions for tax and shipment
  calculation). If company owes a server (virtual
  or real), it can use other tools (such as
  ecBuilder) to create more flexible e-Commerce
  site.
• Yahoo! Store certainly cannot fulfill all
  e-Business demands asked by big companies

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Registering With Yahoo!

• Yahoo! Store IDs are maintained on the level of
  Yahoo!(not on the level of Yahoo! Store),so
  once you get an ID, you can access all Yahoo!
  services
• Obtain Yahoo! ID by registering at
  http//www.yahoo.com/or at http//store.yahoo.com
  /.
• This ID offers pass to Yahoo! services
  like mail at mail.yahoo.com, e-Commerce at
  store.yahoo.com, etc.
• If you are already using some of Yahoo! services,
  you do not need to register again just use the
  same ID to create the store.
• Once logged on, the welcoming screen will be
  shown.
• You may take a look at some featured stores by
  clicking on appropriate links, or you can take a
  search in order to find some specific store by
  using the Search field.

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Creating the Store

• First step in creating your own store is to click
  on Create a Store link.
• This action leads to the store editor.

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Creating the Store

• In order to create a store, the user is prompted
  for
• ID of the site - this field also becomes the
  address of the site complete address of your
  store after publishing will be http//store.yahoo.
  com/xyz, where xyz is ID you typed. It should be
  clear that once entered ID cannot be changed
  later since it is the WWW address, as well
  user must be very careful when selecting this
  item. It also has to be checked whether the
  specified ID is already in use if so, another
  ID should be entered.
• Name of the site - this field is in fact the name
  of the company. Whatever is written as name, it
  will be shown at the top of the front page of
  the site.

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Creating the Store Final Step

• Suppose at this moment that we are featuring a
  company named Raspberries, Inc., which offers
  ecological fruit raspberries, blackberries, and
  strawberries.
• Each fruit is offered in a number of forms
  fresh, frozen, juice, etc.
• First we want to create the store for our
  company we may type rasp in the ID field, and
  Raspberries, Inc. in the name field.
• Thus, our WWW address will be http//store.yahoo.
  com/rasp, and heading on our front page will
  read Raspberries, Inc.

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Instructions by Yahoo!

• After clicking at the Create button, a screen
  with instructions will be shown. There you will
  find some important information about your
  future store
• An account we have just created is temporal
  transforming this account into real one will be
  presented later.
• This temporal store will be treated for ten days,
  and after that it will be automatically deleted.
  (Whenever you log onto your store, current day
  countdown will be shown, just to remind you that
  your store will be deleted if account is not
  transformed.)
• During the test period of ten days, the site will
  be fully operational,except that orders from
  customers will be scrambled it means that your
  temporal account cannot be used to make profit
  until it is converted into a real account(the
  submitted CC will not be visible to the store
  owner, etc...).

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Types of Pages on the Store

• Each store has three types of pages
• Front page - the first page of the site
• Section pages - each section presents separate
  items for sale, showing only the most necessary
  properties of each item (such as price)
• Item pages - each item is represented on a
  separate page, containing all important data
  (price, design, size, quantity, etc.)
• Links to section pages are provided on the front
  page.
• Each section page contains names and pictures
  (if provided) for items in that section.
• By clicking on some item, the appropriate item
  page is loaded.
• Items can be put directly onto the front page,
  without creating sections at all. This option
  is preferable when only a few items are offered.

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Preparing to Edit the Store

• After signing with Yahoo!, the screen with
  options will be shown.
• The key pageeach one of the 8 sections contains
  links to vital activities
• Only manager can access this page not the
  shopper.

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Selecting the Interface

• At this moment, we are interested in the Edit
  section, which allows us to edit our store.
  Three options in this column represent three
  types of interface
• Simple Interface - shows only the necessary
  options for store building
• Regular Interface - shows some additional
  options, which allow the user to create a
  better visual look of the store
• Advanced Interface - shows the complete Yahoo!
  Store functionality its use is recommended to
  experienced programmers only.
• The three options differ in the amount of tools
  available for edit
• Only the last option allows links to other sites
  for extra functions
• In the Edit section, click to link Simple, in
  order to step into Simple Interface for store
  building.

42
Simple Interface at First Glance

• After stepping into Simple Interface, a line
  with options will be shown at the bottom of the
  screen.
• Also, online help will be available. Click to
  Hide Help button, if you want to remove help
  from the screen.
• It is recommended for new users to leave online
  help visible for a while.
• Online help is initially shown for Simple
  Interface, and for Regular and Advanced Interface
  it is initially hidden.
• In all interfaces, help can be toggled on/off
  with a single click.

43
Initial Look of the Front Page

• Now we shall add content into our store we
  should create sections for different kinds of
  items, and then fill each section with
  appropriate items.
• Before sections and items are added, our front
  page shows only the heading.
• Font, size, face color, and background color are
  all set to defaults.
• We shall see later how these properties can be
  changed in order to meet our special demands.

44
Menu Bar at the Front Page

• The line with options at the center of the page
  is context-sensitive.
• Previous figure shows its look at the front page
  of the store. It will look partially different
  on section and item pages.
• Light yellow buttons on the bar are available.
  Grayed buttons are unavailable. For instance,
  last button which reads Published shows that our
  site is currently published and another
  publishing is meaningless. When we make some
  changes, this button will read Publish and will
  be available.
• The first button is Edit. It allows us to edit
  the current page, in this case the front page.
  This option will be used to change some general
  aspects of the front page.

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Page Variables

• If we click the Edit button at the front page,
  another page with properties of the front page
  will load.
• Properties are referred as Variables.
• Each page contains a number of variables that
  describe all relevant details of its look and
  structure.
• The site creation activity boils down to the
  changing of the values of relevant Variables!

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Variables for Front Page

• Field names on this form are self-explanatory
• Page-title shows title of the browser window
• Page-elements is the list of elements that
  should be shown on the front page
• Image field allows us to upload an image,which
  will substitute the name of the company
• Image-format shows three possible positions of
  the image left, banner, and unconstrained
• Buttons field is also a list, containing buttons
  that should be shown on the left margin of the
  front page
• Message contains text that should be written
  under the store title.
• Some other fields will be explained later.

47
Changing Some Variables

• At this step, we will enter the page title and
  the logo message.
• Let page title be Green food from Serbia.
• If no page title is entered, store title will be
  used instead (in our case, Raspberries, Inc.).
• Message might be assumed as company motto, e.g.
  Our fruit knows of no chemistry.
• We also may upload a title image by pressing the
  Upload File button at the appropriate row. If
  this image is loaded, it will be used instead of
  the store title, i.e. instead of Raspberries,
  Inc.
• Note that page loading time will be longer when
  the uploaded image is bigger. It is highly
  recommended to upload images smaller than 20kB,
  in order to keep high performance.

48
Creating New Section

• Now we may create sections on our front page.
• We will make three sections
• Fresh Fruits
• Frozen Fruits
• Finished Products
• In order to create a section, you should click
  onto the New Section button on the menu bar.
• Then, you will be prompted for name and caption
  of the new section.

49
Creating New Section

• To finish section creating, click the Update
  button.
• In the same manner, another two sections can be
  created.
• After each section is created, appropriate
  section page is loaded.
• In order to return to the front page, click Home
  button at the left margin on the section page.

50
Selecting General Look of the Page

• Now we may take some time to change the general
  look of the front page.
• The simplest way to do this is to click the Look
  button on the menu bar.
• After that, another line with buttons will load,
  containing general templates.
• Each look can be selected by simple clicking on
  the appropriate button. You may feel free to
  experiment with different styles, in order to
  find the one which best fits with your store
  style.

51
Selecting General Look of the Page

• Figure shows one possible look of our front page
  (style Soft on the menu bar). It is important to
  know that all pages (currently our three section
  pages) will share the same look.
• Note that the menu on the left margin contains
  three buttons, each of them leading to one of
  our sections.
• It is highly recommended that all pages on the
  site have the same general visual properties, in
  order to set impression of stability and
  consistency to the customer.

52
Page Variables

• Once the general look of the store is selected,
  some details can be fixed manually.
• Complete look and structure of each page is
  described through its variables. Variables are
  in fact properties of the page, and can be
  viewed by clicking onto Variables button at the
  menu bar.
• Variable identifiers are mostly self-explaining,
  so the use of the Variables section should be
  quite simple.
• For instance, there are variables
  Button-font-size, Title, Email, Page-width, etc.
  with obvious meanings.

53
Changing Variable Values

• Figure shows some of the variables for the front
  page.
• Value of the Background-color variable is changed
  from white to pink, by clicking onto the Select
  button, next to the variable name.
• After the Update button is pressed, our front
  page will have pink background.

54
Variable Inheritance

• Once the variable is changed at the front page,
  all pages will have the new variable value as
  well.
• For instance, our section pages will have pink
  background as the front page does. Figure shows
  Fresh Fruits section with the pink background.
• Note that the menu bar is somewhat different on
  Fresh Fruits section page from the one on the
  front page. Menu bars are context-sensitive,
  and tiny differences will arise on different
  pages.

55
Adding an Item to the Section

• Now, we may try to add items into our store. Menu
  bar on section pages contains New Item option.
• After clicking to New Item option (say, on the
  Fresh Fruits section page), a form will be
  loaded.
• Four properties of the new item are asked for
  name, caption, code (this is internal code of
  the item), price in US Dollars.
• After clicking to the Update button, our item
  will be added to the Fresh Fruits section.

56
Uploading an Image for the Item

• After a new item is created, the appropriate
  item page will be loaded. Now we may add ANY
  image for our item click onto Image option on
  the menu bar, and upload an image
• Make your own images no library of images
  available!
• Note after clicking to Image option, another
  form will be loaded, offering us to browse for
  the image.
• There will also be a button for final image
  uploading. If this button does not exist,
  meaning that you cannot upload an image, it
  means that your browser does not support
  uploading. You should either change the browser,
  or update it to newer version.

57
Full Look of the Item

• After an image is uploaded, it will be shown
  both on theitem (upper figure) and the section
  pages (lower figure).
• Note that image is shown in full size on the
  item page, and as a thumbnail at the section
  page.
• Also, there is an Order button at the item page.
  User will be able to order our product by
  clicking on that button.

58
Final Look of Fresh Fruits Section

• In the same manner, we can add other items to
  our Fresh Fruits page.
• Figure shows possible look of the Fresh Fruits
  page after four items were added.
• By clicking either on the name or the image of
  any item, appropriate item page will be loaded
  then, the user can order the wanted amount of the
  product.

59
Changing Variables for Single Page

• Now, we may try to edit variables on the Fresh
  Fruits page.
• By clicking the Variables option at the menu bar,
  the list of variables will be loaded. We may
  try to change the Background-color variable
  again, and choose some other color, hoping that
  our Fresh Fruits page will be in a different
  color.
• New color will be set for the Fresh Fruits
  section page indeed, but all the other pages
  will be changed too, and that is not what we
  wanted!
• In fact, we want to change the background color
  for Fresh Fruits section only, and leave all
  other pages with pink background.
• Well, this task cannot be performed on Simple
  InterfaceRegular or Advanced Interface should
  be used.

60
Starting Regular Interface

• In order to use Regular Interface, type URL
  http//store.yahoo.com/ at your browser again.
• If needed, retype your username and password.
• Your personal page should be loaded, offering
  you to manage your stores.
• Click onto rasp store, and the manager page will
  be loaded.
• In the Edit part, click Regular in order to load
  Regular Interface.

61
Menu Bar of the Regular Interface

• At first glance, everything is the same as it
  was at the Simple Interface, except that menu
  bar carries much more options.
• Notice a small triangle at the end of the menu
  bar. By clicking at this triangle, our
  interface will be upgraded to Advanced.
• At the Advanced interface, the same triangle will
  exist, but it will be turned to the left, and
  will be used to downgrade to Regular Interface.
• From Simple to Regular/Advanced by new
  loginfrom Regular to Advanced and back via red
  arrow

62
Overriding a Variable

• Now, we can step to our Fresh Fruits sections.
  When the page is loaded, click onto Edit button
  on the menu bar.
• Page with options for this page will be shown,
  and among other things, there will bea button
  reading Override Variable.
• After clicking at this button, a simple form will
  be loaded, allowing us to select the variable
  which we want to override.
• All Variable values are the same, except where we
  override the Variable, locally(for one page
  only)

63
Overriding a Variable

• Variable overriding is a powerful option, which
  allows us to change one variable for one page
  only, and leave its old value for all the other
  pages.
• For instance, we may select Background-color
  variable in the list offered at the Fresh Fruits
  page, in order to change the background color
  for this page only.
• Click onto the Update button to select
  Background-color variable for overriding.
• When you click to the Update button,the variable
  is only set for overridethe actual value does
  not get changed
• The actual value gets changed by clicking to Edit
  button,on the specific page of interest the
  Variable will be shown,and you can change it, by
  clicking where appropriate

64
Overriding a Variable

• Now the Background-color variable will be shown
  at the bottom of the Edit page, and it will be
  possible to change its value separately.
• Once changed, the new color will be applied only
  to the Fresh Fruits page, and all other pages
  will keep the pink background.
• Figure shows the bottom of the Edit page
  containing the orange background color only
  the Fresh Fruits section page now has the orange
  background.

65
Overriding a Variable Undoing

• If you change your mind and wish to discard
  overriding for some variable, you may step to
  the Edit page again, and click onto the Undo
  Override button.
• Then select variable you wish to discard
  overriding, and click onto the Update button
  the selected variable will be cleared from the
  list of overridden variables.

66
Setting an Item to Be Special

• There may happen that you want to set some item
  as a special offer.
• For instance, fresh raspberries might be
  considered as a representative product of our
  company.
• Yahoo! Store offers one simple option that helps
  to emphasize some item or section.
• At the Regular Interface, at the page you want
  to emphasize, there is an option reading
  Special.
• Click onto this option, and a link to current
  page will be added to the front page.

67
Setting Item to Be Special

• For instance, we may set fresh raspberries to be
  special. In that case, front page will look as
  shown on the figure.
• If you change your mind later, you can easily
  put the item off the front page
• Special option on the menu bar now reads Not
  Special. Click on the option, and the item will
  not be special any more.
• Figure shows the front page look after Fresh
  Raspberries (in crate) are set as special item.

68
Concept of Accessories

• There is another option somewhat similar to the
  previous one.
• In some cases, it is good to offer some
  accessories along with some offered item.
• For instance, if you are selling raspberries in
  plastic plates, you may offer spare plastic
  spoons along with it.
• In many cases, this can be a useful option,
  because a user can order a product and the
  appropriate accessory at the same page, without
  jumping around the store.
• In order to add accessory, click onto New
  Accessory option at the menu bar on the item
  page of interest.
• After that, fill the form with variables
  describing the accessory, just as you would do
  for a regular item.

69
Adding an Accessory

• As an example, we may add offer of plastic spoons
  onto theFresh Raspberries page.
• Click onto the New Accessory option, and fill
  information about our spoons an appropriate
  image should be uploaded, as well.
• If you change your mind later, and wish to clear
  the accessory from the page, just click onto it,
  and then select Delete. After confirming the
  deletion, accessory (the entire bottom part)will
  be removed.

70
Internal Clipboard

• Another useful concept of Yahoo! Store is
  internal clipboard(a place where the deleted
  pages are kept).
• Suppose you wish to move or to copy some
  contents (item or section the only options for
  move) from one page to another. Internal
  clipboard can be used for that purpose.
• Without this option, one would have to delete the
  contentsand then to create a new one (identical)
  elsewhere, manually (painful!)
• There are three possible actions when working
  with clipboard
• Copy - Copies the page onto clipboard original
  object is left intact
• Cut - Copies the page onto clipboard, but also
  deletes the original object
• Paste - Copies the object from the clipboard to
  the current position
• Content of the clipboard is being cleared each
  time you log off from Yahoo! Store. If you cut
  an item,and then do not paste it on some other
  place, it will be irretrievably lost after you
  log off.

71
Using Internal Clipboard

• Contents of the clipboard is visible underneath
  the menu bar (only if it is not empty),in the
  right-hand field(left-hand the paste command)
• For instance, if we click Copy when being on
  Raspberries (crate) page, the complete page will
  be put on theclipboard. We can later step to
  the Frozen Fruits page, in order to paste the
  item there.
• In order to paste the object, just click onto its
  name in the clipboard section at the bottom of
  the page.

72
Publishing the Store

• At the end, when our store is finished, we should
  publish it. To publish the store, go to the
  front page by clicking on the Home button on any
  page, and then select Publish option at the menu
  bar.
• Our updated store will be immediately visible at
  the address http//store.yahoo.com/rasp/.
• Remember that your store will be automatically
  deleted ten days after it is created (not
  published). In order to avoid this, you should
  turn your temporal account into real account at
  the introductory page for our store (at the page
  where you had selected the interface type),
  there is at the bottom of the page a link
  reading Open your account.
• Click on this link, and Yahoo! will lead you
  through the rest of the registering process.

73
Final Notes

• One advice Do not wait until the tenth day to
  create your account. Web services are not
  reliable enough yet, and you may be quite
  disappointed if you get into position to create
  the complete store all over again!
• One of important topics of Yahoo! Store is its
  price. Stores are valued by its size, i.e. the
  number of items offered. There are three
  categories
• Small store - With up to 50 items it costs 100
  per month
• Medium store - With up to 1000 items it costs
  300 per month
• Large store - With more than 1000 items it
  costs 300 per month for first 1000 items, and
  additional 100 per month for each next 1000
  items for instance, a store with 2300 items
  would cost 500 per month.

74
ecBuilder
75
ecBuilder

• Product Name ecBuilder
• Manufacturer MultiActive Software inc.
• System requirements Desktop PC with Microsoft
  Windows operating system and Microsoft IE 4.0or
  Netscape 4.0

Product URL http//www.ecbuilder.com
76
Why ecBuilder?

• ecBuilder is a software package by MultiActive
  Software, Inc.,that is designated for step by
  step creationof fully functional E-business
  sites from scratch
• It is designed to provide E-business solutions
  for small and medium businesses
• It is intuitive and has a quick learning curve
• It hides most of the hard work from you,so you
  need not bother thinkinghow it is realized or
  how does it work
• The price of this package 495 (1.1.2000.),and
  it has no additional hardware or software demands

77
What you need to start using ecBuilder?

• Registered version of ecBuilder(look at
  http//www.ecbuilder.com for further information
  on acquiring and registering it)
• Webspace account with your local ISP
• In order to accept credit cards onlineyou must
  already have a merchant status accountwith the
  credit card company and/or your bank
• You will also need to be ableto process these
  credit card transactions
• You must choose a third-party payment
  processorto process credit card payment requests
• You should obtain a digital signature certificate

78
Introduction to ecBuilder

• As said before - it is designed for smallto
  medium sized businesses
• Requires only basic HTML and Web design knowledge
• Provides all the necessary elementsevery
  E-business site must have.
• Shopping basket, subtotal calculating,and
  similar features are realizedthrough embedded
  JavaScript (no direct access to user memory or
  hard disks) and Cookie technologies (to
  memorize a data structure on the users hard
  disk)
• All shopping basket related data are stored with
  the user (not at the server, which is one of the
  two options of SSCE)
• With user - easier to develop with server - more
  reliable!

79
Introduction to ecBuilder

• Credit Card payment
• Bought goods reports
• Most important
• Security issues are provided via a special
  ecBuilder's server (ecPlace)
• ecPlace server is independent from your site and
  your ISP,and it is maintained by MultiActive
  company
• You don't have to worry about installing itand
  providing maintenance for it.

80
Payment processing

• ecBuilder provides full support for online credit
  card processing
• Credit card paying process is security sensitive
• The merchant (you) takes care of delivering the
  bought goods
• ecPlace takes care of CC payment processing

(3) Customer enters Credit card number
SSL
(2) Shopping List encrypted with Public Key
Technology
(4) Payment request submitted via secure
connection
Customer
(1) Makes Shopping List
YourSite
ecPlace Server
Payment Processor
(5) Transaction result
(6) Encrypted eMail with results
(7) eMail with results
81
Inside ecBuilder

• ecBuilder providesa built-in wizardfor
  generating boiler-plate HTML (the HTML
  skeleton)and JavaScript code for your E-business
  site
• There are dozens of built-in templatesfor you to
  choose from
• ecOrderDesk is an accompanying software that is
  used for processing orders, bookkeeping, and as a
  POS terminal
• When published, URL to Your E-business site will
  appear on ecPlaces index of business Web
  sites,under appropriate industry
  category(http//www.ecPlace.com)

82
ecBuilder Wizard

• ecBuilders Wizard is the only wayto create your
  E-business site using ecBuilder
• Before beginning to work with Wizard,you must
  first make one of the four choicesconcerning
  your site
• The choices are
• Create a new ecBuilder file
• Look for an existing ecBuilder file
• Open an example ecBuilder file
• Open my last ecBuilder file

83
ecBuilder Wizard
84
ecBuilder First step Site Structure

• ecBuilder will generate several HTML pages,and
  will correctly hyperlink them
• In this step you should choosewhich additional
  pages your site will contain
• The choices are
• Content Pages
• Your Products or Services Catalog
• Feedback Form
• Contact Information Page

85
ecBuilder First step Site Structure

• Basically, you should include all of these
  pages,as they are required on any serious
  eBusiness site
• Depending on the pages you checked to be
  generated,the number of steps the wizard guides
  you through may vary
• Choose a title for any of the pages you checked
  above
• If you want to show your address and phone number
  on the site, check the 'Display your address and
  phone number on Your site' checkbox at the bottom
  of the screen

86
ecBuilder First step Site Structure
87
ecBuilder Second step - Company Address

• In this step you are asked to entermore detailed
  information on your company
• Fields marked with an asterisk ("") are required
  fields,and you must enter them in order to
  proceed to the next step
• This information is used by ecBuilderto create
  your eBusiness site, andwill appear on
  appropriate places in it

88
ecBuilder Second step - Company Address
89
ecBuilder Third step - Site Builder Profile

• The person building your site may not be the
  oneyou want to receive orders and inquires
  generated from your site
• This profile is the profile of the personthat is
  responsible for MAINTAINING your site(it is not
  necessarily the personresponsible for handling
  orders, etc.)
• MultiActive Software inc. will use this
  informationto send all the info regarding new
  upgrades,options, and similar.
  

90
ecBuilder Third step - Site Builder Profile
91
ecBuilder Fourth step - Contact Person Profile

• This is the profile of the personthat is
  responsible for HANDLING ORDERS and inquiries
• If this person is the same as the personthat is
  building your site,check the 'Same as Builder's
  Profile' checkbox.
• If you want the name and the position of this
  personto appear on the Contact Page,check the
  appropriate checkbox at the bottom of the screen

92
ecBuilder Fourth step - Contact Person Profile
93
ecBuilder Fifth step - Business Classification

• This step asks You to choose categoriesthat best
  describe your business
• Also enter manually up to 30 keywordsto describe
  it in more details
• The categories are used to place Your eBusiness
  siteunder the right industry in theecPlaces
  eBusiness sites list
• Keywords are used when your site is submitted to
  search engines

94
ecBuilder Fifth step - Business Classification
95
ecBuilder Sixth step - Company Identity

• In this step you are promptedto enter your
  companys Logo,Slogan, and Brief Description
  
  
  
  
• Company Logo is a .JPG or .GIF picture that will
  appear throughout your site
• Company Slogan is a tag linethat will appear on
  the top of the first pageon Your E-business site
• It should be one of the first thingsthat
  visitors to your site (and potential customers)
  see

96
ecBuilder Sixth step - Company Identity

• It should convince the customerto stay and
  browse through your site
• Brief Company Description is a summarythat is
  used when your site is submittedto the search
  engines
• It will appear as a short description of your
  site when its URL is shownby the respective
  Search Engine

97
ecBuilder Sixth step - Company Identity
98
ecBuilder Seventh step - Web Site Content

• By checking the 'Content Pages' checkbox in Step
  One,you caused ecBuilder to generate a pagewith
  the default title 'background'
• A link to that page can be foundon the main page
  of the site
• This 'background' page containsup to 100 links
  to other pagesof your choice and content,which
  are also generated by ecBuilder
• You may use this option to add anythingyou find
  relevant to your eBusiness,or the site in
  general.
  
  
  

99
ecBuilder Seventh step - Web Site Content

• Visitors may browse through these pagesby
  choosing the 'Background' link
• 'Background' is the default title which can be
  changed
• Button controls on the Seventh Step splash
  screenallow you to add, modify, or delete the
  content pagesthat will show up on
  'Backgroundas well as their headlines and
  content.
  
• Headline is the name of the linkwhich will
  appear on the link listof the 'Background' page
• Content is the text that will appearwhen
  Customer chooses one of the Headline links on
  the 'Background' page

100
ecBuilder Seventh step - Web Site Content
101
ecBuilder Eighth step - Payment Methods

• This is the step where you specifywhether you
  accept the credit card payment,as well as the
  names of the cards you accept
• You may also specify other payment methods(money
  order, check, etc.)
• You also specify the currencyin which the prices
  on your site are specified
• In order to accept credit cards online,you must
  already have a merchant accountwith a credit
  card company and/or your bank

102
ecBuilder Eighth step - Payment Methods
103
ecBuilder Ninth step - Online Processing
Other Merchant Sites
Bank
Internet
Bank
Merchant Site
Online Transaction Server
Consumer
ecPlace
Bank
Bank
Consumer
issuing and acquiring banks
Consumer
Other Merchant Sites
Private Gateway

• The ecBuilder adds one more stage into the
  generalized e-Business pipeline The ecPlace
• It is a ready-to-use interface to OTP you do
  not have to create your own one inside the
  Merchant Site
• Private Gateway SSL or VPN or anything else to
  provide security

104
ecBuilder Ninth step - Online Processing

• Here you must select the third partyonline
  transaction processing (OTP) company you intend
  to use
• As of this moment,ecBuilder supports E-xact and
  InternetSecuretransaction processing
  companiesthe ecPlace is nothing else but
  software to interact with the OTP
• After you have obtained a merchant account, you
  must obtain a separate account with one of the
  supported OTP companies
• Go to http//www.ecbuilder.com/client/merchantacco
  untfor more info on obtaining an accountwith an
  online transaction processing company
• Remember OTP TGP (transaction gateway provider)

105
ecBuilder Ninth step - Online Processing

• After applying to one of these transaction
  processing companies, you will have to enter into
  the ecPlace (via the Wizard step 9) the info
  that OTP sent to you (so ecPlace can work in your
  name)ID, password, etc.. (depending on the
  company),by selecting the settings button and by
  following the instructions
• If you havent applied to any transaction
  processing companies, but you want to create a
  beta version of the site,choose NONE in the
  transaction processing companies drop-down box
• That will allow you to go on with creating your
  site,leaving you the possibility to return to
  this step later and to finish the processof
  supplying your site with the online payment
  option.

106
ecBuilder Ninth step - Online Processing
107
ecBuilder Tenth step - Catalog

• Here you will make the catalogueof the
  items/services/goods you are offeringfor sale on
  your E-business site
• On the left side of the splash screen (screen w/
  Wizard questions) there is a box with Catalog
  Sections
• On the right side is the boxwith the
  corresponding section's items
  
  
• Sections will appear as links on the 'Catalog'
  page, which is generated automaticallyif you've
  selected 'Your Products or Services
  Catalogcheckbox in the First Step
• Items will appear as linkson the corresponding
  section page.

108
ecBuilder Tenth step - Catalog
109
ecBuilder Tenth step - Catalog

• Each items page may contain all the infoabout
  the item you want
• It will also contain customer interfacethat
  allows the Customer
• to add the item to his/her Shopping Basket
• to buy that item right away
• to make inquiries about it, etc.
• depending on the choices you make in this step
• If you select one section in the Catalog Sections
  box,and press the 'Modify' button,the Catalog
  Section dialog box will appear.

110
ecBuilder Tenth step - Catalog
111
ecBuilder Tenth step - Catalog

• In this dialog box, you must choose Business
  Template,which will be used for your catalog
• Depending on the template you selected,the
  layout of the Web page may change,as well as the
  choices you may makein the next steps and in the
  dialog boxes
• You must also select one Catalog Section
  Titleout of the available ones, or enter your
  own title
• This title will appear as a linkto respective
  catalogue section pageon the main catalogue page

112
ecBuilder Tenth step - Catalog

• You may choose that all of the items/servicesin
  this section are on a discount,and enter
  appropriate Description for that Discount
• Finally, you may enter Description for a Catalog
  section(which will appear below title of the
  section),as well as the Catalog section
  image(which will appear left of the section
  title)
• You may choose to show the preview imagesof your
  items on the Catalog index page

113
ecBuilder Tenth step - Catalog

• If you select one item in the Catalog Items,and
  press the 'Modify' button,the Item dialog box
  will appear
• This box allows you to customizethe way in which
  the item is presentedto the customer on your
  site
• You may enter Item/Service name,its model,
  description, Item's image, etc.
• You may also enter two bulleted listswith up to
  20 bullets that describe features of your item,
  etc.

114
ecBuilder Tenth step - Catalog
115
ecBuilder Tenth step - Catalog

• Item dialog box also allows you to enterdetailed
  data on every item, like
• its weight
• dimensions
• available sizes
• keywords for search engines
• etc.

116
ecBuilder Tenth step - Catalog

• Pricing options are also available here
• Regular price item
• Promotional Item
• No Price Item (Inquiry)
• In which units the price is applied (per item,
  per liter, etc.)
• Whether this item can bepurchased online
• and similar

117
ecBuilder Tenth step - Catalog

• Finally, you may configure taxesthat are applied
  to this item,depending on the means of the
  shipping,residence of the Customer, etc.

118
ecBuilder Eleventh step - Advertising Statistics

• This Step gives you three options to select
• Top Page Banner
• Bottom Page Banner
• Hit Counter
• Banners are used primarily for link
  exchangebetween sites of similar interestin
  order to boost up hit ratios,and for some
  additional cash source(pay per clickthrough
  banners, for example) e.g., 1cent/click
• Hit counters are used for trackingvisitor
  statistics for your site,which can be useful
  when planningyour future market strategy

119
ecBuilder Eleventh step - Advertising Statistics

• Banners (Top and Bottom) can be placedon your
  site in one of the two ways
  
  
  
  
• You may choose the banner imageand the URL link
  it points to, by yourself
• You may cut and paste the already generated HTML
  code.This will happen if you enlist with
  somebanner exchange service,which will provide
  you with the HTML codethat you should install on
  your site
• LinkExchange at http//www.linkexchange.com is
  one example of banner exchange services(bringing
  business to each other).

120
ecBuilder Eleventh step - Advertising Statistics

• Hit counter is installed bypasting appropriate
  code into the text box
• Counter code may be generatedfor you by some of
  the free counter services,or it may be your
  ISP's default counter code,which you should
  obtain from your ISP's support service
• TheCounter at http//www.thecounter.com is one of
  the providers that offers you the tracking
  services for free

121
ecBuilder Eleventh step - Advertising Statistics
122
ecBuilder Twelfth step - Order Inquiry Fields

• Order and Inquiry Fields are supplemental
  informationyou may want to hear from your
  customers, for example
• how often do you buy on-line?
• How did you hear about us?
• etc.
• These pieces of information are usually
  intendedfor market surveys and market
  analysis,which in turn should be used to
  improvethe way your site and business work

123
ecBuilder Twelfth step - Order Inquiry Fields
124
ecBuilder Thirteenth step - Site Design Preview

• In this Step you must chooseone of the presented
  templates and color schemes,from which ecBuilder
  will generate your E-business site
  
• These are the last ones of the necessary pieces
  of informationecBuilder needs to make a fully
  functional site
• You may check how your site looks likeby
  pressing the 'Preview' button
• Your site will be generated, and shown via the
  ecBuilder's browser(you may choose another
  browser,like Netscape or MSIE for showing
  preview version)
• You can always return back to this step,and
  choose a different template.
  
  

125
ecBuilder Thirteenth step - Site Design Preview
126
ecBuilder Thirteenth step - Site Design Preview
127
ecBuilder Fourteenth step - Security Options

• This Step is used to obtain and set up a digital
  certificate(if you didn't have one by now)
• You are required to have a digital certificateif
  you choose to use any of the payment gateway
  options
• Digital certificate can be obtainedby pressing
  the 'Security Configuration' button,and then by
  pressing the "Get a New Digital ID" button
• When the certificate is obtained,check the "Use
  digital-based security" check-box,and follow
  instructions
• Basically, you just get it and then you pass it
  to your ISP, to use it for SSL transfers related
  to your site.

128
ecBuilder Fourteenth step - Security Options
129
ecBuilder Fourteenth step - Description
130
ecBuilder Fifteenth step - Search Engines

• ecBuilder can submit your new siteto eight (as
  of this moment) search engines,to make sure
  your E-business site is easy to be found
• The data and keywords you entered in previous
  stepswill be used in the submit process
• You may visit an independent Submit-It service
  provider at http//www.submit-it.com
• For a small fee they will submit your site to
  hundreds of search engines

131
ecBuilder Fifteenth step - Search Engines
132
ecBuilder Sixteenth step - Upload Your Site

• This is the final Step,which offers you to
  upload your siteto your Webspace, or to save it
  on your hard disk
• If you choose to FTP your site from
  ecBuilder,choose the 'FTP to your existing ISP'
  radio button,press the 'Submit' button,and
  follow the instructions
• If you choose to save your site on t