This chapter does not intend to bore you with history and old-age content. Quite the contrary; we want to fast forward to new-age technology and e-commerce core concepts. However, it is essential to understand the basic yet prominent building blocks of the field of commerce before we dig into the new era. To grasp e-commerce, you need to understand the following concepts:
Commerce and payment both have a much longer history than distributed computing, but thatâs the beauty of e-commerce; it is where the old world meets the new world! We are going to discuss how payment worked in the old days, and then describe how it operates now.
Evolution of Commerce
The Merriam Webster dictionary defines commerce this way:
- 1. social intercourse: interchange of ideas, opinions, or sentiments
- 2. the exchanges or buying and selling of commodities on a large scale involving transportation from place to place
With the recent popularity of digital social networking, the first definition of commerce is gaining more relevance; however, it is the second meaning that is our primary focus in this book1. We would also like to add the term âservicesâ to âideasâ and âopinionsâ in the preceding definition so that the term becomes more relevant for our purposes.
Not only is commerce a fundamentally social phenomenon, it is also a very human-specific act. At its core, commerce is a kaleidoscopic collision of humansâ unique ability to identify the need to optimize productivity, conserve energy, increase the chance of survival, exercise social abilities, and ultimately embark upon the act of exchange with other humans. Commerce is so deeply intertwined in our social fabric, and is such an integral part of our day-to-day life, it would be very hard to imagine civilization without it. By engaging in commerce, we express another facet of our intelligent and social behaviors. In other words, commerce is not just another simple human activity; it is a rather complex and sophisticated process that requires a great deal of knowledge, care, and attention to implement properly.
The oldest form of commerce is the barter system, which typically follows a direct-exchange mechanism where goods or services are directly exchanged for other goods or services. Barter is a direct system; a person offers goods or services to another person in exchange for goods or services that he needs. At its most basic form, the barter system suffers from scalability. That is, one has to physically carry the merchandise (in the case of goods), or be present personally (in the case of services) to interested parties, one by one, to be able to exchange for what he needs. Consequently, and to address this limitation, the marketplace was created â a place where merchants and customers show up during certain times and participate in exchanging goods and services. The marketplace is a social construct; that is, one needs to exercise communication, negotiation, and evaluation skills, among others, to successfully participate. The social facets of the marketplace are important here because theyâre also aspects of e-commerce. Examples include establishing trust, providing value for a purchase, facilitating delivery of goods or services, and many more.
Hard vs. Digital Goods
Before we proceed further with the foundations of commerce, it is important to note the differences between hard goods and digital goods. Early on, people identified value in two categories: tangible products and intangible products. As the name implies, tangible goods deal with the area of commerce that has to do with physical merchandise and products such as commodities, vehicles, devices, and so on. Intangible goods, on the other hand, include products that are not physical entities, such as insurance policies and refund guarantees for payments, and usually have more to do with services and promises of actions. The concept of tangible vs. intangible goods is not specific to e-commerce; it has existed for almost as long as commerce has. Unlike most humans, computers work with binary values, zeros and ones, and digital entities. With the introduction of e-commerce, we have had to create yet another dichotomy to delineate what can be transported in computer-understandable format and what cannot. This is where the distinction between digital and hard goods is made. Computer-transportable products are referred to as digital goods, and all other products are hard goods (perhaps they are still resistant to becoming digitized).
Now we can have our very own definition of e-commerce as transporting any part of commercial tasks into the digital world so that computers can handle them. Seen from this perspective, then, it doesnât matter whether you are dealing with tangible products and hard goods online or going to brick-and-mortar stores, or whether you need to make a payment on your computer or walk into a banking branch. For example, it was not too long ago that if you wanted to have an album of your favorite rock star, you had to go to a store and buy the album in the vinyl or cassette formats. These were analog formats. Then with the advent of compact discs (CD) the music became digitized. The next step was for the Internet infrastructure to become more ubiquitous and offer higher bandwidths, and also for the computers to have proper programs to receive and play music tracks right on a userâs personal computer. Once those requirements were satisfied, then the entire music delivery and consumption started to go online: hard goods gone digital. TV programs and other multimedia contents are following suit. In some parts of the world, you no longer need to buy a separate device (television) to watch your favorite programs; you can do all that on your personal computer.
The point is, the line between traditional and e-commerce is solid in some parts (for example you will always go to a dealer to purchase a car), but there are other parts of this line that are still blurred; you may at some point in the future have a hardware device on your personal computer that generates programmable odors in a digital form, so you wonât need to buy perfumes anymore! The recent improvements in three-dimensional (3D) printing technologies, where you can actually print out 3D objects might be seen as a step in this direction. All that said, the objective of e-commerce is to take what was once part of tangible commerce and re-envision it for the digital world.
Payment
Payment is one of the cornerstones of any commercial activity, including e-commerce. At the end of a successful commercial exchange the buyer wants to receive his goods and the merchant her money. As humans engaged in commercial activities throughout history, the need to find creative ways to scale and expand it became apparent. Introduction of money into commerce was a major leap toward making commerce scalable and to enable it to expand across the world. In this section, we discuss the foundation of payment, its main component (money), and the mechanics of money movement in modern systems.
Money
Early barter systems did not include a notion of money as it was a more advanced economic (and of course, social) construct that came in later. Money was invented to further facilitate commercial exchange. With the advent of money, humans were able to separate the notion of value from goods, represent it in an abstract form, and use it as an intermediary medium for commerce. Earliest forms of money were themselves material of intrinsic value (usually noble metals such as gold and silver), but the concept of it as an intermediary applies whether or not the medium has value itself. Money enables portability of value, scalability of exchange, and more novel governance and manipulation of value such as saving, investment, and other forms of economic growth. The scientific definition of money and its role in modern economy, in commerce, and in our social fabric are beyond the scope of this book, but suffice it to say that without money, civilization as we know it would most like...