The Internet environment defines B2C (business-to-consumer) e-commerce serving end consumers with products and services. B2C e-commerce is steadily recovering from the technology-heavy NASDAQ crumble in 2000 with the dotcom carnage and shutdown of hundreds of virtual platforms. The growing fears about identity theft and the criminal activities of hackers do not seem to affect shoppers’ shopping habits and their appreciation of the possibilities of the Internet. The statistics look great for Internet marketing. North American shoppers alone spent $172 billion shopping online in 2005, up from $3.8 billion in 2000. A Forrester Research expert report projects an online consumer spending rising from 39% growth in 2005 to 48% ($329 billion) in 2010 going forward. This is due to the possibilities of personalized marketing through e-commerce which effectively honors the voice of the customer and creating a larger market (with high volumes in monetized preferences) for B2Cs.
With B2C e-commerce, products are showcased on the Internet (along with online catalogues) made visible to consumers-a business model that literally reduces transaction costs. Customers can also get better access to product information, broadening the selection available to them. The B2C e-commerce model is a unique way for businesses and consumers to interact-a consumer-focused and product-driven marketing model. It maximizes the value of the transaction with the opportunity for a large target market. It involves a single step buying process, with shorter sales cycle. There is also the potential of creating brand identity through repetition and imagery, and the possibilities of merchandizing and point of purchase activities. And most importantly, the buyers’ emotional perspective about purchases from B2C e-commerce and providing critical knowledge about what motivates buyers. Consumers make buying decisions based on status, security, comfort and quality. Successful B2C companies’ marketing strategies involve merchandising activities like coupons, email campaigns, store fronts (both real and