利用WordPress与WooCommerce打造在线商店：电子商务在竞争市场中的关键策略

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"《利用WordPress与WooCommerce构建在线商店：在竞争激烈的市场中发挥电子商务的关键作用》是由Lisa Sims撰写的一本指南，着重于帮助读者了解如何有效地利用WordPress平台和WooCommerce插件来建立并运营自己的电子商务网站。这本书旨在教导读者在当今高度竞争的市场环境中，如何利用电子商务的优势来提升业务表现。在本书中，Lisa Sims详细介绍了如何利用WordPress作为内容管理系统的基础，它以其易用性、灵活性和强大的定制能力吸引着成千上万的企业和个人选择它作为在线零售的基石。WooCommerce则是一个功能丰富的开源电子商务插件，它可以轻松集成到WordPress网站中，提供产品展示、购物车、支付处理和订单管理等核心功能。作者首先会引导读者了解电子商务在当前市场中的重要性，包括其增长趋势、消费者行为变化以及如何通过有效的电子商务策略来区别于竞争对手。接下来，书中涵盖了WordPress和WooCommerce的安装、配置和优化步骤，确保读者能够快速搭建起一个功能完备的在线商店。此外，书中还会深入探讨如何设计用户友好的界面、实施营销策略（如SEO优化、促销活动和电子邮件营销）、以及如何处理物流、客户服务和数据分析等方面。读者可以从中学习如何处理常见问题，以及如何根据业务需求进行个性化定制和扩展。《利用WordPress与WooCommerce构建在线商店》是一本实战型教程，适合电子商务新手、WordPress开发者和希望升级现有在线商店的商家。无论是初创企业还是寻求扩大业务的现有店铺，这本书都提供了宝贵的资源和指导，帮助他们在数字化时代抓住商机，实现商业成功。" 本书不仅提供了理论知识，还提供了实践案例和实用工具，确保读者能够将所学应用到实际操作中。无论是希望通过电子商务平台拓展业务的个人创业者，还是寻求优化现有平台的专业人士，都能从中获益匪浅。版权信息表明，该书享有完整的版权保护，未经许可不得复制或以任何形式传播。通过获取并遵循本书提供的知识，读者将在电子商务领域迈出坚实的一步。"

illustrations to help set up your online store. It will also share with you some insightful

tips that can help you save time and money along the way. You will learn the following:

• The history and evolution of e-commerce

• How to create an e-commerce strategy

• What e-commerce themes are and how to use them

• What WooCommerce is and how it can be used along with WordPress

to create your online store

• How to test your online store

• How to secure your online store

• How to market your online store once it is launched

• How to maintain your online store

As you read this book, each chapter will help you customize your e-commerce

strategy for your business to maximize your business’s success. I know that you will

benefit greatly from this book and would love to hear from you. Please feel free to follow

me on my social media networks and let me know how you enjoyed the book.

Let’s get started.

InTroduCTIon

Regardless of a company’s size, e-commerce needs to be an essential component

of it. Why? E-commerce integrated itself into our society and will continue to impact it

positively or negatively in some way, shape, or form. Don’t think so? Look around your

community. How many vacant brick and mortar stores can you count? Unfortunately,

the number you counted represents those who succumbed to e-commerce’s popularity,

availability, and convenience as well as the presence and effects of discount stores such

as Walmart. It didn’t happen suddenly but gradually.

How did they become a casualty of the retail war? Those businesses followed the

traditional business model in which a need is identified, and a store (referred to today as

brick and mortar) is opened to address it. As competition from their online competitors

increased and consumer buying preferences changed, they tried desperately to compete

by offering coupons, discounts, and other marketing items. Many even transitioned from

brick and mortar to click and mortar stores. Click and mortar is a type of business model

used to describe retailers that allow consumers to shop in-store and online. Stores such

as Walmart and Target are good examples of click and mortar. Unfortunately, even with

the transition from brick and mortar to click and mortar, many businesses still couldn’t

survive. They didn’t adapt to the changing market conditions as well as their customers’

needs soon enough. Likewise, they could no longer deny the elephant in the room:

Amazon.

What exactly is e-commerce? People use the terms online shopping, online store,

and others interchangeably, but whatever name you use to describe it, there is no

denying that it has transformed the consumer shopping experience forever. According

to the Pew Internet Research Center, in 2016, 79 percent of Americans made online

purchases compared to only 22 percent in 2000.

This dramatic increase indicates the

tremendous growth, influence, and power of e-commerce on our society as well as on

our economy. It also demonstrates the numerous opportunities available for businesses

big and small.

E-commerce stands for electronic commerce and can be defined as “the process of

buying, selling, transferring or exchanging products, services and/or information via

computer networks, mostly Internet and intranets.”

Although the terms e-commerce

and e-business are used interchangeably, they are different. E-business provides a more

comprehensive scope of the e-commerce process. E-business includes e-commerce but

http://www.pewinternet.org/2016/12/19/online-shopping-and-purchasing-preferences/

Turban, Efrain, David King, Judy Lange. Introduction to Electronic Commerce. (New Jersey, 2011,

Prentice Hall), 4.

Chapter 1 IntroduCtIon toe-CommerCe

also involves “servicing customers, collaborating with business partners, conducting

online learning, and conducting electronic transactions within an organization.”

Regardless of which term you choose to use, they both involve the buying and selling of

products and services over the Internet. Although it might seem that the e-commerce we

have come to know and love is a new concept, the foundation began over 50 years ago.

The History ofE-commerce

E-commerce originated in the 1960s, but it wasn’t the e-commerce we know today. It

was known as Electronic Data Interchange (EDI) and allowed businesses to exchange

business documents with other businesses’ computers.

Although business documents

were frequently exchanged, the two most common types were purchase orders and

invoices. EDI created a standardized format for these business documents that were

electronically sent, resulting in a paperless exchange.

During that same period, another advancement occurred as a precursor to

e-commerce. During the Cold War, military leaders needed a computer communications

system with no central core, location, or base; and one that could not be easily infiltrated

and destroyed, leaving the system nonoperational because of an enemy attack. The

Advanced Research Projects Agency (ARPA), a division of the U.S.Defense Department,

created ARPANET, the first network, used “to connect computers at Pentagon-funded

research institutions via telephone lines.”

ARPANET’s purpose was more academic

based than military based and allowed more academic institutions to connect to it,

providing a far-reaching structure that the military initially envisioned. Why is this

important? ARPANET was the first network to use a form of Transmission Control

Protocol/Internet Protocol (TCP/IP), which is the industry standard protocol used to

connect to the Internet today. Without the invention of ARPANET, the foundation for the

network that we now call the Internet would not exist.

Turban, Efrain, David King, Judy Lange. Introduction to Electronic Commerce. (New Jersey, 2011,

Prentice Hall), 4.

https://online.csp.edu/blog/business/history-of-e-commerce

https://www.britannica.com/topic/ARPANET

Chapter 1 IntroduCtIon toe-CommerCe

As we fast forward a decade, new advances in technology steadily continued. In

1970, Videotext, a two-way message service, was researched and developed in the United

Kingdom. In 1979, Michael Aldrich, an English inventor and entrepreneur, created the

teleshopping concept known as online shopping between businesses and consumers

(B2C) as well as businesses and businesses (B2B). During that same year in the United

States, online shopping emerged through services such as CompuServe and The Source.

In 1981, Thomas Holidays UK debuted the first B2B online shopping system.

Minitel debuted in France in 1982 as an online service making it possible to make

online purchases, check market share, search telephone directories, and chat. This was

significant because it was the pioneer to the World Wide Web using telephone lines to

connect to the Internet. Software and shareware developers used Swreg as an online

marketplace to sell their products using merchant accounts. It was founded by Steve

Lee and represents one product offered by Digital River MyCommerce in its suite of

e-commerce solutions.

We couldn’t talk about e-commerce and not mention Tim Berners-Lee’s

contribution to it. In 1990, Tim Berners-Lee, the British computer scientist, created

the first web browser called WorldWideWeb, which allowed us to view the Web on a

computer.

Four years later in 1994, Netscape unveiled the Netscape Navigator web

browser, which then included Secure Sockets Layer (SSL) encryption that helped to

encrypt and secure online transactions. One year later, Amazon was created by Jeff Bezos

and changed how we purchased books and much more.

Although there has been considerable debate over when the first e-commerce

transaction occurred and by whom (due to legality and the lack of money exchange),

research suggests that it occurred in 1994 by a 21-year-old man named Dan Kohn.

Dan created a website called NetMarket that served as an online marketplace that

sold various goods ranging from electronics to jewelry.

You can think of NetMarket

as the forerunner to the Amazon of today. According to the Smithsonian website, on

August 11, 1994, he sold Sting’s CD “Ten Summoner’s Tales” for $12.48 plus shipping

(Amazon Prime didn’t exist) to a friend in Philadelphia who used data encryption to

secure his credit card information. Even this e-commerce transaction is debatable as

the first because another website called The Internet Shopping Network claimed it

sold computer equipment one month before Dan sold the CD.

Who’s on first?

https://www.w3.org/People/Berners-Lee/WorldWideWeb.html

https://www.smithsonianmag.com/smart-news/what-was-first-thing-sold-internet-180957414/

Chapter 1 IntroduCtIon toe-CommerCe

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利用WordPress与WooCommerce打造在线商店：电子商务在竞争市场中的关键策略

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