, E-commerce
business. technology. society.
S I X T E E N T H E D I T I O N
Kenneth C. Laudon Carol Guercio Traver
New York University Azimuth Interactive, Inc.
,Content Management: Stephanie Kiel
Content Production: Guneet Gulati
Product Management: Marcus Scherer
Product Marketing: Wayne Stevens
Rights and Permissions: Jenell Forschler
Please contact https://support.pearson.com/getsupport/s/ with any queries on this content
Cover Image by Aurélio Scetta/Alamy Stock Vector
Microsoft and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related
graphics published as part of the services for any purpose. All such documents and related graphics are provided “as is” without warranty of any
kind. Microsoft and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, including all warranties
and conditions of merchantability, whether express, implied or statutory, fitness for a particular purpose, title and non-infringement. In no event
shall Microsoft and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting
from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use or
performance of information available from the services.
The documents and related graphics contained herein could include technical inaccuracies or typographical errors. Changes are periodically
added to the information herein. Microsoft and/or its respective suppliers may make improvements and/or changes in the product(s) and/or the
program(s) described herein at any time. Partial screen shots may be viewed in full within the software version specified.
Microsoft® and Windows® are registered trademarks of the Microsoft Corporation in the U.S.A. and other countries. This book is not sponsored or
endorsed by or affiliated with the Microsoft Corporation.
Copyright © 2022, 2020, 2019 by Kenneth C. Laudon and Carol Guercio Traver. Published by Pearson Education, Inc. All Rights Reserved.
Manufactured in the United States of America. This publication is protected by copyright, and permission should be obtained from the publisher
prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise. For information regarding permissions, request forms, and the appropriate contacts within the Pearson
Education Global Rights and Permissions department, please visit www.pearsoned.com/permissions/.
Acknowledgments of third-party content appear on the appropriate page within the text.
PEARSON, ALWAYS LEARNING is an exclusive trademark owned by Pearson Education, Inc. or its affiliates in the U.S. and/or other countries.
Unless otherwise indicated herein, any third-party trademarks, logos, or icons that may appear in this work are the property of their respective
owners, and any references to third-party trademarks, logos, icons, or other trade dress are for demonstrative or descriptive purposes only. Such
references are not intended to imply any sponsorship, endorsement, authorization, or promotion of Pearson’s products by the owners of such
marks, or any relationship between the owner and Pearson Education, Inc., or its affiliates, authors, licensees, or distributors.
Library of Congress Cataloging-in-Publication Data
Names: Laudon, Kenneth C., 1944- author. | Traver, Carol Guercio, author.
Title: E-commerce : business, technology and society / Kenneth C. Laudon,
New York University, Carol Guercio Traver, Azimuth Interactive, Inc.
Description: Sixteenth edition. | Hoboken : Pearson, [2022] | Includes
bibliographical references and index.
Identifiers: LCCN 2020042626 | ISBN 9780136931805 (paperback) |
ISBN 9780136931706 (paperback) | ISBN 9780136931720 (epub) |
ISBN 9780136931768
Subjects: LCSH: Electronic commerce. | Internet marketing. |
Information technology.
Classification: LCC HF5548.32 .L38 2022 | DDC 658.8/72—dc23
LC record available at https://lccn.loc.gov/2020042626
4DPVU"VUPNBUFE1SJOU$PEF Access Code Card
ISBN-10: 0-13-693181-2
ISBN-13: 978-0-13-693181-2
Rental
ISBN-10: 0-13-693180-4
ISBN-13: 978-0-13-693180-5
, PR EFAC E
E-commerce 2021: business.technology.society 16th Edition provides you with an in-depth
introduction to the field of e-commerce. We focus on key concepts, and the latest empiri-
cal and financial data, that will help you understand and take advantage of the evolving
world of opportunity offered by e-commerce, which is dramatically altering the way busi-
ness is conducted and driving major shifts in the global economy.
Just as important, we have tried to create a book that is thought-provoking and cur-
rent. We use the most recent data available, and focus on companies that you are likely
to encounter on a daily basis in your everyday life, such as Facebook, Google, Twitter,
Amazon, YouTube, Pinterest, eBay, Uber, WhatsApp, Snapchat, and many more that you
will recognize, as well as some exciting startups that may be new to you. We also have
up-to-date coverage of the key topics in e-commerce today, from privacy and piracy, to
government surveillance, cyberwar, fintech, social-local-mobile marketing, Internet
sales taxes, intellectual property, and more. You will find here the most up-to-date and
comprehensive overview of e-commerce today.
The e-commerce concepts you learn in this book will make you valuable to potential
employers. The e-commerce job market is expanding rapidly. Many employers expect
new employees to understand the basics of e-commerce, online marketing, and how to
develop an e-commerce presence. Every industry today is touched in at least some way
by e-commerce. The information and knowledge you find in this book will be valuable
throughout your career, and after reading this book, we expect that you will be able to
participate in, and even lead, management discussions about e-commerce for your firm.
WHAT’S NEW IN THE 16TH EDITION
Careers in E-commerce
In this edition, at the end of every chapter, we feature a section on careers in e-commerce
that examines a job posting by an online company for an entry-level position. We provide
a brief overview of the field and company, some details about the position, a list of the
qualifications and skills that are typically required, and then some tips about how to
prepare for an interview, as well as showing how the concepts learned in each chapter
can help students answer some possible interview questions.
Currency
The 16th edition features all new or updated opening, closing, and “Insight on” cases.
The text, as well as all of the data, figures, and tables in the book, have been updated
through October 2020 with the latest marketing and business intelligence available from
eMarketer, Pew Research Center, Forrester Research, Comscore, Gartner Research, and
other industry and government sources.
iii
business. technology. society.
S I X T E E N T H E D I T I O N
Kenneth C. Laudon Carol Guercio Traver
New York University Azimuth Interactive, Inc.
,Content Management: Stephanie Kiel
Content Production: Guneet Gulati
Product Management: Marcus Scherer
Product Marketing: Wayne Stevens
Rights and Permissions: Jenell Forschler
Please contact https://support.pearson.com/getsupport/s/ with any queries on this content
Cover Image by Aurélio Scetta/Alamy Stock Vector
Microsoft and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related
graphics published as part of the services for any purpose. All such documents and related graphics are provided “as is” without warranty of any
kind. Microsoft and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, including all warranties
and conditions of merchantability, whether express, implied or statutory, fitness for a particular purpose, title and non-infringement. In no event
shall Microsoft and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting
from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use or
performance of information available from the services.
The documents and related graphics contained herein could include technical inaccuracies or typographical errors. Changes are periodically
added to the information herein. Microsoft and/or its respective suppliers may make improvements and/or changes in the product(s) and/or the
program(s) described herein at any time. Partial screen shots may be viewed in full within the software version specified.
Microsoft® and Windows® are registered trademarks of the Microsoft Corporation in the U.S.A. and other countries. This book is not sponsored or
endorsed by or affiliated with the Microsoft Corporation.
Copyright © 2022, 2020, 2019 by Kenneth C. Laudon and Carol Guercio Traver. Published by Pearson Education, Inc. All Rights Reserved.
Manufactured in the United States of America. This publication is protected by copyright, and permission should be obtained from the publisher
prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise. For information regarding permissions, request forms, and the appropriate contacts within the Pearson
Education Global Rights and Permissions department, please visit www.pearsoned.com/permissions/.
Acknowledgments of third-party content appear on the appropriate page within the text.
PEARSON, ALWAYS LEARNING is an exclusive trademark owned by Pearson Education, Inc. or its affiliates in the U.S. and/or other countries.
Unless otherwise indicated herein, any third-party trademarks, logos, or icons that may appear in this work are the property of their respective
owners, and any references to third-party trademarks, logos, icons, or other trade dress are for demonstrative or descriptive purposes only. Such
references are not intended to imply any sponsorship, endorsement, authorization, or promotion of Pearson’s products by the owners of such
marks, or any relationship between the owner and Pearson Education, Inc., or its affiliates, authors, licensees, or distributors.
Library of Congress Cataloging-in-Publication Data
Names: Laudon, Kenneth C., 1944- author. | Traver, Carol Guercio, author.
Title: E-commerce : business, technology and society / Kenneth C. Laudon,
New York University, Carol Guercio Traver, Azimuth Interactive, Inc.
Description: Sixteenth edition. | Hoboken : Pearson, [2022] | Includes
bibliographical references and index.
Identifiers: LCCN 2020042626 | ISBN 9780136931805 (paperback) |
ISBN 9780136931706 (paperback) | ISBN 9780136931720 (epub) |
ISBN 9780136931768
Subjects: LCSH: Electronic commerce. | Internet marketing. |
Information technology.
Classification: LCC HF5548.32 .L38 2022 | DDC 658.8/72—dc23
LC record available at https://lccn.loc.gov/2020042626
4DPVU"VUPNBUFE1SJOU$PEF Access Code Card
ISBN-10: 0-13-693181-2
ISBN-13: 978-0-13-693181-2
Rental
ISBN-10: 0-13-693180-4
ISBN-13: 978-0-13-693180-5
, PR EFAC E
E-commerce 2021: business.technology.society 16th Edition provides you with an in-depth
introduction to the field of e-commerce. We focus on key concepts, and the latest empiri-
cal and financial data, that will help you understand and take advantage of the evolving
world of opportunity offered by e-commerce, which is dramatically altering the way busi-
ness is conducted and driving major shifts in the global economy.
Just as important, we have tried to create a book that is thought-provoking and cur-
rent. We use the most recent data available, and focus on companies that you are likely
to encounter on a daily basis in your everyday life, such as Facebook, Google, Twitter,
Amazon, YouTube, Pinterest, eBay, Uber, WhatsApp, Snapchat, and many more that you
will recognize, as well as some exciting startups that may be new to you. We also have
up-to-date coverage of the key topics in e-commerce today, from privacy and piracy, to
government surveillance, cyberwar, fintech, social-local-mobile marketing, Internet
sales taxes, intellectual property, and more. You will find here the most up-to-date and
comprehensive overview of e-commerce today.
The e-commerce concepts you learn in this book will make you valuable to potential
employers. The e-commerce job market is expanding rapidly. Many employers expect
new employees to understand the basics of e-commerce, online marketing, and how to
develop an e-commerce presence. Every industry today is touched in at least some way
by e-commerce. The information and knowledge you find in this book will be valuable
throughout your career, and after reading this book, we expect that you will be able to
participate in, and even lead, management discussions about e-commerce for your firm.
WHAT’S NEW IN THE 16TH EDITION
Careers in E-commerce
In this edition, at the end of every chapter, we feature a section on careers in e-commerce
that examines a job posting by an online company for an entry-level position. We provide
a brief overview of the field and company, some details about the position, a list of the
qualifications and skills that are typically required, and then some tips about how to
prepare for an interview, as well as showing how the concepts learned in each chapter
can help students answer some possible interview questions.
Currency
The 16th edition features all new or updated opening, closing, and “Insight on” cases.
The text, as well as all of the data, figures, and tables in the book, have been updated
through October 2020 with the latest marketing and business intelligence available from
eMarketer, Pew Research Center, Forrester Research, Comscore, Gartner Research, and
other industry and government sources.
iii
