Examining the far reaching impact of eCommerce from a benefits perspective – Part One
Introduction

Some Welsh Small to medium sized Enterprises (SMEs) have yet to experience the true impact of eCommerce in terms of the benefits it can provide. This is particularly the case where owner-managers have moved forward with eCommerce on the basis of hype, or simply because competitors have started using it, or friends or family have recommended they should do so, but with little sound business thinking behind it. These motivations do not inspire confidence, and therefore it is of little surprise that frequently this has led to disappointment.

However, other Welsh SMEs, both in a Business-to-Consumer and Business-to-Business environment, have moved forward by taking a considered and business-specific approach to adoption, and this has resulted in both tangible and intangible benefits. Many have been surprised not just in terms of how much they have benefited from their persistence with eCommerce, but also in terms of the exact nature of the benefits.

They have noted that the intangible eCommerce benefits - those that are difficult, if not impossible to measure in direct financial terms - can be as significant in the long-term as the tangible benefits. Indeed, there is a strong groundswell of opinion that the ‘unexpected’ or less commonly known benefits of eCommerce, which can contribute to the business in ways that are ‘softer’ and can impact upon long-term business development, are publicised and championed more assertively.

In particular, they draw attention to the fact that although they have implemented aspects of eCommerce to address specific business needs, the benefits they have gained and which have emerged over the longer-term, have unexpectedly proved far more extensive. The benefits they are referring to are not always necessarily crucial to the current operations of the business but offer potential future benefits that can prove priceless. By not taking hidden, spin-off or opportunity benefits as they are known, into the equation, it is easy to underestimate the true value of eCommerce. Indeed, in many instances, it is only from scratching beneath the surface that they become apparent.

Opportunity Wales case studies are full of quotes from the SME community making reference to these benefits, and this provides a clear indication of their significance. This article will explore the above comments in more detail by providing numerous examples and aims to aid understanding of the potentially far reaching impact of eCommerce on a business’ long-term future. By drawing their attention to the bigger picture, Welsh SMEs should be able to plan more effectively, both with regard to current and future eCommerce implementations.

However, this article will not re-cover existing material from Opportunity Wales - “eCommerce Benefits” (which explains the range of features and advantages of eCommerce) and “How to identify where eCommerce would generate most benefits”, which essentially take the standard text book approach to eCommerce benefits for SMEs.