Moving from a Web Presence to e‐Commerce: The Importance of a Business—Web Strategy for Small‐Business Owners

Abstract

More than half of small businesses in Australia (57%) use a website to promote their business. Having an effective website is an important step for small business owners moving towards e‐commerce. The research suggests that once a business has a clear online strategy through a website they are more likely to move to e‐commerce. While many small business owners have a business strategy, it is often the case that this strategy does not include their Web presence. This paper describes the results of interviews with small business owners and assessment of their websites. We identify elements that are important for small business owners developing a business–Web strategy. The research indicates that many owners see their websites as little more than an advertising medium and few are ready for the move to e‐commerce. Identifying the level of maturity of a small business owner's business–Web strategy however can help us understand how prepared a small business owner is to move to e‐commerce.

Keywords:

• e‐commerce
• SME
• Web presence
• business strategy