The e-commerce (EC) market is booming, especially after the COVID-19 pandemic. According to a 2020 report by the Ministry of Economy, Trade and Industry of Japan, the global EC market grew to USD5,550 billion in 2021 from USD3,347 billion in 2019 and was expected to more than double in size by 2025. The pandemic accelerated the shift to online shopping, and EC has become an essential channel for businesses to reach customers and expand markets. However, successful EC businesses need comprehensive strategies combining predetermined and adaptive goals based on the 3C framework (company, customers, and competitors) and a clear understanding of products and markets, promotional activities, operations, and after-sales services. Such strategies will help businesses overcome resource limitations and geographic constraints for maximum profit and sustainable growth.

Course Objectives

The main objectives of this course are:

  • Explain key factors of successful EC strategies.
  • Develop effective EC strategies through a comprehensive approach to planning, pricing, promotion, and operations.
  • Explain how online merchandising increases customer loyalty, company sustainability, and profitability and introduce the importance of using analytics and data to measure the success of EC strategies.

Course Modules

This e-learning course will cover the following modules:
Module 1: Introduction to EC and business planning 
Module 2: EC pricing strategies for profit maximization 
Module 3: EC promotion and advertising strategies 
Module 4: EC payment and shipping strategies  
Module 5: Inventory management, customer service, and feedback for EC success

Important Notes:

  1. Participants who register to take this course and pass the final examination with a score of 70% or higher will be eligible to receive the APO certificate. Please note that the final examination can be taken only once. Therefore, the most appropriate time to take the examination should be chosen carefully. The self-assessment quizzes are for personal evaluation only and are not related to the final examination results.
  2. Participants who perform well in this course and receive the APO certificate will be given preference, on a merit basis, for selection to attend follow-up face-to-face multicountry APO projects on similar topics, when nominated by their NPOs and if slots are available.
  3. Notes 1 and 2 are applicable only to participants from APO member countries. Participants from nonmember countries are welcome to take the course for self-improvement, although they will not have an opportunity to attend the follow-up face-to-face multicountry APO projects.
  4. Each module is in a prerecorded video format in which the expert delivers presentations by explaining each slide. Participants can access the video by clicking on the link provided under the title of each module.
Course Duration in Hours: 10 hours
Skill Level: Beginner
Upcoming Course: No
New Course: Yes