Business over the internet continues to flourish nowadays. A considerable percentage of the population is now making transactions over the internet because of its convenience. The accessibility to credit has also been developed, so transacting in the internet has given efficiency as compared to buying in actual stores. This kind of transaction has been popularly known as E-Commerce.
Under the concept of e-commerce there is a kind of business transaction that is being carried out over the internet. The B2C or the Business-to-Consumer is basically a concept of online marketing and distributing of products and services over the Internet. It is a natural progression for many retailers or marketer who sells directly to the consumer. The general idea is, if you could reach more customers, service them better, and make more sales while spending less to do it that would the formula of success for implementing a B2C e-commerce infrastructure (Jaworski and Rayport, 2003, pp. 34-35).
According to the E-Marketer’s (2002), B2C applies to any business or organization that sells its products or services to consumers over the Internet for their use. One of the perfect examples of B2C is the Amazon.com, the online bookseller that launched its site in 1995 and quickly took on the major retailers. However, in addition to online retailers, B2C has grown to include services such as online banking, travel services, online auctions, health information and real estate sites.
The thing about B2C that affects the whole concept is the issue on consumer fraud. B2C employs generally a credit card type of transaction. With this at hand, there are a lot of identity frauds that is happening and affects the credit line of the buyers online. According to Ori Eisen of the E-Commerce Times, Fraud is defined as the use of deception to obtain money or something else of value.
Although typically carried out online, some fraudsters pursue the riskier physical fraud in which they interact with people face-to-face. When fraud is carried out online, however, fraudsters can orchestrate an attack on a much larger scale, allowing them to sit back and wait for the goods to arrive (Eisen, 2009). Although there are a lot of reminders to the customers regarding purchasing online, a certain percentage of online buyers are still victims of fraud and scam.
The debate goes if B2C has really lack of security to safeguard its clients against fraud. However, most of the companies employing the B2C strategies are very careful on this matter and oftentimes remind their customers to be cautious on giving their information online. If the consumer is affected by fraud, the company is also liable of the matter. When fraud hits a certain company, it would also mean a downfall on business. It is not therefore a point to put the blame on the company alone, but the consumers as well.
For e-commerce to overcome this challenge over the internet there should be cooperation between the company and consumer to shield the transaction from possible fraud. There is available consumer fraud reporting that is free and warns consumers beforehand on potential scam in the internet. The consumers must pay attention to this information too. The reports also show thousands of actual examples of scam letters, emails, faxes and transcripts of phone conversations that helps consumer identify if the transaction is fraudulent, and relevant information on reporting the fraud, if it has occurred.
This information are very vital so the consumer would know whom to approach in cases of scams and fraud and appropriate actions will be taken in order they can recover the loss. .Truly, B2C is a convenient strategy, but users of this e-commerce type must also be vigilant to protect themselves and to succeed in their transaction.
(2002). eMarketer’s B2C E-Commerce StatAlert: June 6, 2002. New York: Emarketer.
Eisen, O. (n.d.). E-Commerce News: Internet Fraud: Telltale Signs of E-Commerce Fraud. Retrieved May 21, 2009, from http://www.ecommercetimes.com/story/66278.html
Jaworski, B., ; Rayport, J. (2003). Introduction to E-Commerce. New York: Mcgraw Hill Higher Education. pp. 34-35.