An overview about the steps and considerations to make when choosing the right eCommerce platform. Also, outlines the top 10 Western and top 3 Chinese eCommerce platforms.

1. e-commerce Solutions for China
Version 1.0

2. Choosing the Right eCommerce Path
You can leverage a B2C platform such as:
Or develop your own eCommerce site.
In this case you need to take into consideration
what you need/want today and what you
need/want in the future.
It is important you follow a set approach in
determining the right eCommerce platform.

3. Approach for selecting
eCommerce
Platforms

4. How do you identify the
right eCommerce platform?
As with any other serious business
engagement, success depends on
planning...

5. Identify Business Rules/Requirements
What is being sold?
• What types of products(downloadalbe,memberships,
physical/virtual good)
• How many products?
• How many SKU’s
Is there an existing shopping cart in place?
• How will product data, images and customers be
moved to the new system?
• Will that require any custom programming to
migrate?

6. Payment and Shipping
Does the business have an exiting payment
processor for credit cards?
• What credit cards are accepted
• Will orders be taken online/offline?
What shippers will they use?
• USPES,UPS,FedEX-tracking shipping
• Where to ship? All China, T1/T2 Cities or International?

7. Integration and Taxes
Does the ecommerce solution need to
integrate into a POS or accounting platform?
• If so, who is responsible for setting up those interactions. In most case
customer programming will required to connect the two systems
together.
Examples: XML order feeds, local scripts calls to remote DBs to pull
data. Automated is always better. No one wants to manually import a
CSV file multiple times a day.
• Does the company have an IT staff that can assist with this?
What tax issues are there to consider?
• Is multi state tax a concern?
• International taxes, VAT? Chinese Business Tax?
• Tax exemption

8. Maintenance and Operations
Who will maintain the eCommerce platform
and be responsible for day to day
operations:
• Order Processing and Shipping
• Customer Service
• Creating& colleting product data
• Watching security and upgrades
• Training

9. Identity Features Needed
Now that business rules are identified, apply those rules
to cart features. Create a matrix list in excel. This can be
used to compare eCommerce platforms to see which
to meet the project’s requirements.
• 1 Page checkout • Discounts and Coupons
• Payment gateways • Subscription services
• Real-time shipping • Multiple views(category
calculation and product pages)
with multi shippers • Multiple product types
• Multiple product images • Affiliates system Online
• Digital downloads RMA
• Importing/Exporting • SEO, SEF, email Marketing
• Statistics, logs & Reports

10. PCI Compliance
What is PCI Compliance
Payment Cart Industry Data Security Standards (PCI DSS)
are network security and business practice guidelines
adopted by Visa, MasterCard, American Express, Discover
Card, and JCB to establish a “minimum security standard”
to protect customer's payment card information.
It’s a requirement for all merchants that store, transmit, or
process payment card information.

11. How does my business become PCI
compliant?
Processing payment card by 3rd party
Like PayPal Standard, Alipay, Google Checkout or CRE
Secure
Or if you are storing, transmitting, or processing
payment card information, you must:
• Build and maintain a secure network to protect payment card
information
• Maintain a vulnerability management program
• Implement strong access control measures
• Regularly monitor and test networks
• Pass quarterly remove vulnerability scans
• And more…

12. Hosting and Security
Web hosting
• Shared hosting is not recommended
• PCI Compliant
Security
• SSL certificate, PCI Compliant Cart (PCI DSS
Certified)
• Software Maturity

13. Other important factors
Support
• Community, Free and Paid - Documentation, KB
Extensibility
• Open Source, Extension, add-on, API, Add new features
• Mobile
• Social Media
Marketing
• SEO/SEM, SEF, up-selling, mailings, promotions, affiliates,
Google Merchant,
Users experience
• Web 2.0, one page check out, user accounts...

14. Some Simple Tips
• Build a matrix of business rules apply them to cart features
• Review feature lists of cart platforms to find ones match as
many features as listed in the matrix
• Find out what support and user base the platform has.
Support will be in the cart to get an idea of how it will
function.
• Play with online demos or install a demo locally and setup
products in the cart to get an idea of how it will function
• Google/Baidu for user feedback and know issues on a
particular eCommerce platform. Get a feel for "people's
perception" of the cart. This can be totally subjective
though.
• Ask your peers and see if they have any insight on the
system or experience using it.

15. The leading
eCommerce
Platforms

16. Leading Commercial eCommerce
Platforms
Forrester WaveTM: B2C eCommerce Platforms, Q4 ‘10

17. eCommerce Platform Options
Many companies should also consider non-
commercial options in the open source
world
There are a large number of open source
solutions and it is important to understand
what platform will suit your situations.
We have outlined the most common open
source platforms in the following slides.

18. Western
eCommerce
Platforms

19. OsCommerce
OsCommerce has a number of store owners on its books, notable
customers include TruffleShuffle and LinuxUk.
So what features do you get with OsCommerce? There are multiple
payment Gateway’s to choose from including (but not limited to) –
2Checkout.com, Authorize.Net, ChronoPay, iPayment, PayNova, Paypal,
PSIGate, SecPay and TrustCommerce.
Notable Features
• Supports unlimited products and categories
• Multicurrency support
• Support for physical (shippable) and virtual (downloadable) products
• Object oriented PHP backend
• Web Browser Install and Plugin support
• Problems – front end of OsCommerce is not developed using CSS,
therefore skinning and reskinning is a bit of a nightmare, that said
installation is a breeze – and if you are more comfortable with tables
then OsCommerce is probably for you.

20. ZenCart
Zencart’s website doesn’t do justice to the professionalism of the end
product, and although it doesn’t not offer as many payment processing
options as OsCommerce and other e-commerce platforms it is a more
mature product, with OsCommerce often taking quite a long time to
release fixes for important issues such as security. ZenCart is a fork of
OsCommerce so you can expect very similar sorts of features, its also easier
for the newbie developer to get into than Osc. Payment gateways include
LinkPoint, Authorize.Net and Paypal.
Notable Features
• User frontend is validated to XHTML 1.0 Transitional
• Any PHP coding changes can be protected during upgrades by using
the built-in override protection system
• Integrate with phpBB
• Meta Tags keywords and descriptions can be controlled at the per-
product level

21. VirtueMart
VirtueMart is an Open Source E-Commerce solution designed to be used with
Joomla! (but also works with Mambo). Joomla and VirtueMart are written in PHP
and made for easy use in a PHP / MySQL environment.
Notable Features
• Stock Level Control for Products and Item
• Ajax-powered Product Overview allows to quickly add Products to the cart
• Product Attributes (like Size or Color) can be added to Product
• Manage different Currencies, Countries & States
• Product Availability: show how fast a Customer can expect delivery
• Payment Gateways supported include Authorize.net, PayPal, 2Checkout,
eWay, Worldpay, PayMate and NoChex. If you have an existing Joomla
based site, integration is particularly easy <5 minutes Virtuemart uses Joomla’s
admin interface for store administration, and because it is implemented inside
an already rich CMS, administration will come very easily to Joomla users.
Given that Joomla is (probably) one of the best CMS systems out there, it may
easily give OsCommerce and others a run for their money.

22. Magento
Varien, a Los Angeles web development firm is the brainchild behind
Magento, and my what a fantastic job they have done on this product. It’s by
far one of the more exciting e-commerce platforms available for free on the
market today. Dripping with features, they really have thought of everything.
Wishlists, shop by price and category, item comparison – all the things we’ve
come to expect from professional web stores. Its software as good as this that
really keeps licensed software on their toes..
Just some of the features, for a full list download the pdf
Notable Features
• Integrated with Google Analytics
• Multiple Images with Zoom
• Add to Wish list
• Send to a Friend
• Batch Import and Export of Catalog
• One Page Checkout
• Multi Lingual

23. DashCommerce
If you are a advocate of all things Microsoft this wont be the first time
you’ve come a cropper with finding open source software. One of the
only Open source .NET e-commerce platforms on the market we could
lay claim to was Dashcommerce (formerly the Microsoft Commerce
Starter Kit) at its present status can only provide us with Paypal support
for payment integration, and its lead developer has recently
announced that the Roadmap for the product appears to be going in
a more commerce route. If you need one of the other payment
vendors listed above, you are going to have to rip the source code
apart and tackle it yourself. Some sites which have been built using
Dash include Grossi Wines and GoWheelChair.
Notable Features
• Single Page Checkout
• Partial Refunds
• Configurable Shipping Rates
• Drop-In Themes / Skinning

24. CubeCart
Cubecart have released two different versions of their product. Cubecart
3 is their free version, Cubecart 4 is their inexpensive commercial version.
One of Cubecart’s main strength’s lies with its variety of different payment
merchant vendor, including but not limited to the following for the free
version:
2Checkout, AsianPay, Authorize AIM / SIM , BluePay, ccAvenue, ccNow,
ChronoPay, PayPal Pro Direct Payment (US), PayPal Express Checkout,
HSBC (API), Linkpoint Connect, Mals-E, Moneybookers, Nochex (Basic &
APC), PayJunction, PayMate, PayOffline, PayPal Standard & IPN, Print
Order Form, Protx (VPS Form), psiGate, SECPay, Verisign, WorldPay Junior
Notable Features
• Professionally Security Audited
• 100% Template Driven
• Customer Order History
• Multi Currency Support

25. X-Cart
Whilst not free, X-Cart costs $229.00 for the Gold version (see features
here) and $575.00 for the professional version (see features here). X-Cart is
well thought of piece of software amongst the developer community. X-
Cart is an easy-to-use cart, although many customers say that its learning
curve is too difficult for beginners. A knowledge of the templating engine
that it uses (Smarty) would be a major advantage if you do decide to use
it, and would make the learning curve that bit easier. X-Cart has a relative
ease of self-maintenance, and your clients will find it easier to use than
LiteCommerce.
Notable Features
• Unlimited product options
• Variety of payment gateways
• Import/export all types of X-Cart
• Real-time USPS, FedEx and UPS shipping calculation
• Support for E-goods
• Membership levels and membership-based pricing
• Add-To-Cart buttons for existing websites

26. TomatoCart
TomatoCart is an innovative open source ecommerce solution, branched
from osCommerce. Aiming at creating the best online shopping platform,
TomatoCart is devoted to blending all flexible functionalities for users even
with the basic software knowledge. Notably, innovation can be found in
our admin panel, which is based on Rich Internet Applications combined
with Ajax, contributing to our creative web desktop, one of central means
by which we provide easy management of your store and intuitive
interface. Various payment processing options are available, including
Authorize. Net, Ogone, PayPal, Saferpay, Wire Card and Google
Checkout.
Notable Features
• RIA based Administration Pane
• Search Engine Optimisation
• Web Analytics (Piwik)
• Lightweight Framework
• Content Management System
• Email System

27. Chinese
eCommerce
Platforms

28. ShopEx
Powerful online sales platform for multi-terminal, providing systems
integration, data intelligence analysis services. selling products
online, establish a brand image; store operations while ensuring
safety for entering the e-commerce business and personal choice
Notable Features
• Independence Mall brand store
• Multi-layout
• Multi-channel sales
• Unified management of the entire sales, integrated enterprise
systems
• Intelligent analysis of data, accurate guide marketing decisions
• Industry solutions, project consultants to follow up the
implementation of

29. ECSEOP
ECShop Shop System is a free open source online shop software, in
terms of stability, code optimization, operational efficiency, load
capacity, security level, function and authority control and other
aspects are leading compare with similar products.
Notable Features
• Stable and secure
• Multi-products sales
• Flexible templates
• Powerful product search engine
• Multiple payment method

30. 360Shop
360SHOP Venture Mall Shop system is based on scouring stores Kai
Bo Tong team on the basis of the standard version, after 4 years of
research and development. Integrated Alipay and Taobao API
shared interface, in improving the ability of sellers marketing the
same time, a great online shop to help sellers save administrative
costs. The most convenient and efficient for domestic one-stop
shopping experience.
Notable Features
•
• Promotion and coupon
• Member and Role management
• Search engine optimization
• Data analytics

31. About
Digital Jungle

32. Digital Jungle Fast Facts
• Socially Led, digital marketing specialists
• Global reach
• Offices in Beijing, Shanghai, Hong Kong, Sydney
• Spun out of SinoTech Group in 2011

33. World Class Digital Marketing Experience
• Delivering digital strategy and execution
services:
– Customer and competitor insight
– Digital strategy
– Social Media Marketing
– Search Engine Marketing
– Affiliate Marketing
– Media Buying
– Mobile Services and Apps
• We work for global and domestic
organisations, across various market sectors,
helping our clients:
– Engage with their key audiences
– Transform their business
– Maximise growth Marketing

34. Our Commitment
The mission of Digital Jungle is to help our clients
improve their business position and gain real value
from their digital marketing investments
Through our expertise in social media digital
marketing programs and the application of
search, affiliate and online marketing, we commit
to:
• Driving incremental direct revenue (eCommerce)
Dr Matt McDougall,
CEO, Digital Jungle • Generating ROI unrivaled by traditional media
• Protecting your online reputation
• Increasing your market share over your
competitors
• Building your brand awareness
We look forward to working with you.

35. Dr Mathew McDougall| matt@digitaljungle.com.cn
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