E-Commerce: a growing presence; Alaskans are on the Internet ... are they shopping?

AuthorColby, Kent L.

Alaskans are hooked into the Internet at one of the highest per-capita rates in the nation. With that record in mind, now also consider the concept of "e-commerce," as popular in Alaska as everywhere else. Given the symbiotic relationship of the two, you might automatically think that dollars are flooding out of state with each pulse of cyber space.

But before jumping to that conclusion, consider the definition of e-commerce: The Merriam-Webster Dictionary (electronic version) defines commerce as the buying and selling of commodities: in essence, trade. Scott Armstrong, president of Mercury Data Group Inc. of Anchorage, defines e-commerce as doing business over the Internet in its most basic form: commerce, or selling products on a Web site where the transaction itself occurs over the Internet. Scott Thorsen of Network Business Systems, also in Anchorage, paints e-commerce with a broader stroke, "...any kind of exchange between business and customer that is electronic, either on the Web or in the IT infrastructure."

WHO'S DOING E?

Lots of Alaskans use the Internet to shop "online." Several years ago, the common fear among brick-and-mortar companies was that online shopping would hurt main-street-USA business and potentially put many of them out of business! No one disputes the fact that vast quantities of merchandise are purchased online and delivered direct to consumers' homes, especially in remote Alaska. It has not, however, been as big of a blow to local business as earlier predicted, industry watchers say.

Perhaps it's because shoppers expectations remain grounded in the sensory, the "touch" and "feel." Armstrong calls it "retail recovery." It's therapeutic to go shopping, he says. It makes the shopper feel good and gives them instant gratification.

Still, e-commerce-buying goods online-is growing. Yet, while most agree that companies trading in the Lower 48 draw more Alaska customers than the reverse, when "services" are added to the equation (i.e., tourism), the scales may possibly tip in Alaska's favor. A vast number of Alaska's tourist operators sell their wares using the Web-and the number is only increasing, experts say. Though these enterprises may conduct the actual transaction offline, the initial contact, booking and scheduling information is arranged via e-mail and the Net.

Kristen Fowler, marketing director of Impact LLC (www.Impact451.com), recently led the seminar "Take Your Web Site to the Next Level" in Anchorage and...

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