Introduction
Most companies have adopted the e-commerce business strategy to facilitate their operations in the emerging market trend. Amazon is known for its unique trading approach that focuses on internet sales. The firm relies heavily on the website platform to reach its target customers across different nations. The success of Amazon’s e-commerce is embedded in the features it uses, such as ubiquity, global reach, universal standards, richness, interactivity, information density, personalization, and social technology. Each of the mentioned technologies plays a significant role in influencing the company’s e-commerce output.
Ubiquity
Amazon is easily accessible online, and customers can access its services through online platforms. The company has a user-friendly e-commerce platform that clients can access using their devices, such as phones, laptops, tablets, and desktops, wherever they are. Obtaining and assessing the firm’s product online makes it easier for consumers to shop from the entity. The organization’s website is simple and contains a search button that allows people to locate the type of product they need from the online store (Rodrigue, 2020). In addition, the company has customized the website to different languages, which is essential in enabling customers from various linguistic groups to use the system efficiently.
The firm’s delivery options further make its e-commerce unique and attractive. Based on location, consumers can receive their ordered commodities within a day or two. Based on the abovementioned factors, it is evident that Amazon has effectively implemented the ubiquity feature in its business accordingly.
Global Reach
In e-commerce, global reach refers to a company’s initiative to widen its access to the available and potential clients through the online platform. By relating the concept to Amazon’s operation, the company has established its empire in different countries worldwide, including the UK, the USA, and Japan. This aspect makes its product easily available in many regions worldwide. In addition, the firm has well-organized delivery channels that allow it to ship ordered products to customers in countries where it does not have its stores.
Furthermore, making its website available in different languages plays a significant role in enabling the firm to reach many people. The aspect allows consumers to develop trust and a high level of confidence in online purchases from the entity. In addition, allowing clients to purchase on the platform using local currencies increases consumers’ desire to buy through Amazon’s website. The company has implemented the abovementioned practices, which have given it a significant competitive advantage in the e-commerce sector. It has extended its availability, and customers from different regions can easily access the company’s products.
Universal Standards
Universal standards encompass e-commerce practices that businesses involved in the operations follow worldwide. The standards include protecting customers’ data, using secure means of payment, and dealing with genuine products. To ensure the privacy of consumers is protected, Amazon has adopted the use of industry-standard encryption to prevent unauthorized access to the details.Furthermore, the firm has a customer care support team that is ready and willing to address all the issues that consumers may face. Based on product authenticity, Amazon has a number of policies that ensure the commodities being sold to the clients are real, and whoever is found selling counterfeit products is subject to the regulations.
In addition, the business organization has a secure payment system that allows people to make purchases using a variety of payment approaches (Vaishnavi & Subbulakshmi, 2022). The practices have enabled the company to build effective trust with its clients. Moreover, the aspect of universal standards embraced by the firm is making customers have unique experiences using the business platform. Guaranteed security is a critical factor that influences people’s choice to shop at Amazon’s online stores.
Richness
The aspect of richness encompasses attributes that generate positive shopping experiences that engage clients. The company’s e-commerce platform contains a number of messages that customers can refer to confirm their assumptions. In other words, Amazon encourages and displays reviews from shoppers to enable the clients to make their own decisions (Cai, Cebollada, and Cortiñas, 2023).
In addition, the company’s website contains quality images of the products that the firm sells.The pictures allow the clients to have a clear view of the commodity and choose accordingly. The goods further have proper descriptions that enable the buyer to understand the characteristics or what to expect from the commodity. These qualities enhance the shopping experience on the Amazon website.
The company has adopted a search algorithm that utilizes the consumers’ data to facilitate personalized search results. The facet enables the platform to display only products that are relevant to the specific client based on their search history. The approach saves customers from spending more time searching for products. The mentioned tactics have been successful, and their implementation has made Amazon an outstanding e-commerce company.
Interactivity
Amazon’s website is very interactive, and customers can easily engage with the platform and other users. For instance, the section on customer reviews is crucial in allowing consumers to share their opinions about the products, services, and the experience of shopping from the company (Yin et al., 2021). In addition, other features, such as product wish lists, promote interaction among customers and facilitate recommendations. Based on customer care, the firm has several channels, including chat, phone, and even emails, to support the needs of consumers. The interactivity attribute is properly implemented, and it impacts the firm’s performance positively.
Informational Density
The Amazon website contains a series of information that customers can rely on to make their purchasing decisions. The sections of customer reviews have useful details concerning different encounters as well as experiences that people have had shopping from the company. In addition, the product’s details are well displayed and simplified for easy understanding.
Furthermore, the firm’s platform enables clients to ask prompt questions and receive answers immediately. These aspects enhance the facet of information density. Consumers have the ability to access a wide range of information about the products and services at no cost. The feature of information density has been implemented effectively, and clients, irrespective of their language, can access all the types of information they need from the website.
Personalization
In e-commerce, the aspect of personalization entails modifying a product using the available customer details to meet consumers’ needs. Amazon Company has various features that allow it to customize the commodities. It uses purchase history and commodity ratings to personalize the items. In addition, it has specific offers that provide discounts to customers.
Even though the firm is utilizing the e-commerce feature effectively, it does not explore it to the maximum. Amazon should improve the customization of areas of social data. The company should devise techniques for accessing and incorporating details from other social platforms, such as Twitter and Facebook, to increase customer personalization. This will enable the firm to recommend products to its clients.
Social Technology
Social technology is the extent to which Amazon’s website facilitates engagement among users. Amazon’s online platform in the industry has features that enhance social interaction. For instance, the product wish list, social sharing, and customer forums play significant roles in enabling clients to recommend, share experiences, and feel togetherness.
Despite the effectiveness of the attribute, the company should improve the area of customer reviews. Some consumers may provide irrelevant details that might mislead potential buyers; therefore, the company should supplement the content with videos to give users detailed information (Vollero, Sardanelli, and Siano, 2021). When the details are not supported accordingly, some rational users may order similar products from other online companies, making the entity lose its customers.
Conclusion
Based on the assessment, it is evident that Amazon performs effectively in the mentioned e-commerce features. The firm provides high ubiquity, global reach, universal standards, information density, interactivity, and richness. Based on social technology and personalization, the company requires further improvements to ensure it enhances the user experience. For instance, customer reviews should have videos detailing the product content to reduce cases of misleading information. Therefore, the business organization needs to explore further ways to advance the e-commerce feature to increase customer shopping experience.
Reference List
Cai, X., Cebollada, J. and Cortiñas, M. (2023) ‘Impact of seller-and buyer-created content on product sales in the electronic commerce platform: The role of informativeness, readability, multimedia richness, and extreme valence,’ Journal of Retailing and Consumer Services, 70. Web.
Rodrigue, J.P. (2020) ‘The distribution network of Amazon and the footprint of freight digitalization,’ Journal of Transport Geography, 88, p.102825. Web.
Vaishnavi, N., and Subbulakshmi, S. (2022) ‘A study on factors influencing the perception of website privacy, trustworthiness and user’s purchasing intentions in Chennai City,’ City, 6(S2), pp.2142-2150. Web.
Vollero, A., Sardanelli, D. and Siano, A. (2021) ‘Exploring the role of the Amazon effect on customer expectations: An analysis of user‐generated content in consumer electronics retailing,’ Journal of Consumer Behaviour. Web.
Yin, H. et al. (2021) ‘How online review richness impacts sales: An attribute substitution perspective,’ Journal of the Association for Information Science and Technology, 72(7), pp.901-917. Web.