電子商貿促成者是一家為品牌的電子商貿業務提供端到端解決方案的公司。電子商貿促成者提供一站式解決方案，例如網上商店管理及網站優化、數碼營銷、客戶服務及參與、電子訂單履行及全渠道管理、市場情報及業務分析。透過電子商貿促成者，品牌能專注於業務增長，而非單單關注價值鏈上的日常運營活動。電子商貿促成者擁有技術專長，能為品牌提供各種平台／市場去銷售其商品，並為最終用戶提供愉快的購物體驗。此外，他們還協助品牌透過電子商貿平台及其他線上渠道成功進行網上銷售。
An E-commerce enabler is a company that provides an end-to-end solution to brands for their E-commerce business. An E-commerce enabler offers one-stop solutions such as online store management & website optimization, digital marketing, customer service & engagement, efulfilment & omnichannel management, market intelligence and business analytics. With an E-commerce enabler, brands can focus on the business growing instead of working on daily operational activities along the value chain. The E-commerce enablers have technical experts who give brands various platform/ marketplace to sell their goods and offer end-users a pleasing shopping experience. In addition, they help brands succeed in their online selling through E-commerce platforms & other online channels.
電子商貿促成者與市場之間有什麼區別？
電子商貿促成者與市場或任何其他網上銷售平台密切互動，但電子商貿促成者並非市場。
- 網上市場：消費者在網上進行「櫥窗購物」或從賣家及品牌網站購買商品的平台。例如，亞馬遜、Lazada、天貓、阿里巴巴、Shopee等。
- 電子商貿促成者：透過提供點對點電子商貿解決方案，協助品牌在網上市場上推廣和銷售其商品的服務。
What’s the difference between an E-commerce enabler & marketplace?
An enabler interacts closely with the marketplace or any other online selling platform, but an E-commerce enabler is not a marketplace.
- Online marketplace: a platform where customers do window shopping or buy goods from sellers and brands online. For example, Amazon, Lazada, Tmall, Alibaba, Shopee, and many more.
- E-commerce enabler: service to help brands promote and sell their goods in the online marketplace by providing end-to-end E-commerce solutions.
電子商貿促成者如何運作？
網上商店管理及網站優化
電子商貿促進者處在處理日常運營及網上宣傳時，會專注於建立品牌形象及推動銷情。電子商務推動貿促進者在管理市場、社交平台、網站或手機應用程式上網店及品牌店面，並負責版權及專業形象的維護。
數碼營銷
為了讓電子商貿業務得以全球性發展，企業需採取數字營銷策略。在團隊中配聘合資格的專業人員，有助電子商貿促成者為品牌度身訂造出一套整合營銷策略，從而促進品牌業務增長，並有助品牌在競爭中穩佔領先的地位。
How does an E-commerce enabler work?
Online Store Management & Website Optimization
E-commerce enablers handle daily operations and online promotion. It focuses on building brand image and boosting sales up. An E-commerce enabler manages brand storefronts on marketplaces, social platforms, and websites or mobile apps. It also looks after the copyright description and professional appearance.
Digital Marketing
The E-commerce business, which aims to grow globally, needs to adopt digital marketing. With qualified professionals in the teams, E-commerce enablers devise integrated marketing strategies tailored for brands, supercharging brands’ business growth and helping brands stay on top of the competition.
資料來源：Not Another State of Marketing Report, HubSpot (2021)
Source: Not Another State of Marketing Report, HubSpot (2021)
客戶服務及參與
客戶支持的重要性怎麼強調都不為過。據微軟報告指，大多數 (90%) 消費者在決定是否堅定不移地支持某個品牌時均認為這是必要的。不過，這項服務的要求很高，並且非常講求專業。因此，電子商貿促進者一般都有一支專家團隊去管理這項服務。
到客戶的支持能讓企業與客戶之間建立信任和滿意度，從而有助於提升品牌形象。
電子訂單履行及全渠道管理
供應鏈管理流程需要相當的專業知識，從入庫物流到庫存管理和出庫物流。然而，通過快速反饋及交付，訂單處理時間便能減少。若電子商務的促進者擁有其倉庫，就可以縮短訂單處理的過程。
市場情報及業務分析
若要審視你的業務狀況，一系列的詳細分析報告是必需要的。任何一家企業的營運項目都能生成一堆報告，例如銷售、SKU進度報告、研究報告等。資深幹練的電子商貿促進者在激烈的競爭中，仍能精確地改進企業業務，並為企業呈現所需的資料及數據。
Customer Service & Engagement
The importance of customer support cannot be overstated. Microsoft reported that most (90%) of consumers consider it necessary when deciding whether to stick with a brand. However, this service is very demanding and needs to be professional. Therefore, the E-commerce enabler has an expert team to manage this service.
Good customer support builds trust and satisfaction among the customers and hence aids in enhancing your brand image.
E-fulfilment & Omni-channel Management
The supply chain management process requires considerable expertise from inbound logistics to inventory management and outbound logistics. However, it reduces the order processing time by quick response and delivery. An E-commerce enabler possesses its warehouse to cut short the order fulfilment process.
Market Intelligent and Business Analytics
To check the status of your business, a detailed analysis of reports is required. Any business generates a pile of reports such as sales, SKU progress reports, analytical reports, etc. The skilled E-commerce enablers precisely make improvements and present the required data to grow in the tough competition.
參考資料：
Reference:
https://www.vinculumgroup.com/what-is-ecommerce-enabler/