Learning Objectives

By the end of this chapter, you will be able to:

  • Identify the key services that run on the internet.
  • Describe the function of email, instant messaging, and search engines.

Key Features and Services of the Internet and Web

Beyond simple web page viewing, the Internet provides a suite of specialized services that enable the functionality of modern e-commerce.

1. Search Engines

Search engines like Google and Bing are the primary “gateways” to the web. They operate in three main steps:

  1. Crawling: Software (robots/spiders) traverses the web to find new and updated content.
  2. Indexing: The found content is categorized and stored in a massive database.
  3. Ranking: When a user searches, an algorithm determines the most relevant results.
  • E-commerce Impact: Understanding these steps is vital for Search Engine Optimization (SEO)—ensuring your store appears at the top of results.

2. Web 2.0 and Social Media

Web 2.0 refers to the transition from a read-only web to a Participatory Web. User-generated content (reviews, photos, blogs) is the hallmark of this era.

  • Social Networks: Platforms like Facebook and Instagram allow businesses to build communities and target ads directly to specific demographics.

3. The “SoMoLo” Trend (Social, Mobile, Local)

This is a critical e-commerce framework:

  • Social: Using social circles to influence buying (reviews, shares).
  • Mobile: Accessing the web via smartphones from anywhere.
  • Local: Using GPS and location-based services to find products nearby.
  • Example: Searching for “cafe near me” on Google Maps while in Thamel.

4. Communication & Media Services

  • E-mail: Still the most popular tool for business communication and marketing (promotional newsletters).
  • Instant Messaging (IM): Evolving into customer service tools (chatbots and live support).
  • Streaming Media: Real-time delivery of audio/video (YouTube, Netflix). Businesses use this for video marketing and product demonstrations.

Internet and Web Features in Nepal

In Nepal, the adoption of web features has bypassed some traditional stages, moving straight to a mobile-centric model.

1. The Rise of Social Commerce

While traditional e-commerce (websites) is growing, Social Commerce on Facebook Marketplace and TikTok is massive in Nepal.

  • Many small businesses in Nepal operate entirely through Instagram or TikTok, taking orders via Viber or WhatsApp.

2. Local Search & Google Maps

Nepali consumers increasingly rely on Google Maps for local information. Businesses that maintain updated “Google My Business” profiles have a significant advantage in attracting foot traffic in cities like Kathmandu and Pokhara.

3. Streaming and Content Marketing

YouTube has become a primary entertainment source in Nepal, leading to the rise of Influencer Marketing. Local brands partner with Nepali YouTubers and TikTokers to reach younger audiences.

4. E-mail vs. Instant Messaging

In Nepal, while professionals use E-mail, the vast majority of customer-to-business communication happens via Instant Messaging (especially Facebook Messenger).

Discussion Questions

  1. How has the participatory nature of Web 2.0 changed the way brands handle customer complaints?
  2. Define SEO. Why is it often called the most cost-effective marketing strategy for e-commerce?
  3. Explain the SoMoLo concept using a real-life scenario of ordering food in Kathmandu.