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[Ex. 1] Answer the following questions according to the text.
1. What should you do when you decide what you are selling?
2. What does the shopping cart software do?
3. What should you do before you choose your e-commerce platform?
4. What should you do when choosing a site with a transaction fee? Why?
5. If you want to supply your own inventory and don't want to pay a monthly fee, what should you do?
6. What should your site be?
7. What is the payment gateway? What is its job?
8. What is the merchant account's job?
9. What will you need to do in order to drum up traffic and move your way up the search engine results?
10. What is the last step to get your store up and running in no time?
[Ex. 2] Translate the following terms or phrases from English into Chinese and vice versa.
1. crucial element 1._______________________________________
2. fill out 2._______________________________________
3. net profit 3._______________________________________
4. payment option 4._______________________________________
5. profit margin 5._______________________________________
6. 开设费，设立费，设置费 6._______________________________________
7. 购物车 7._______________________________________
8. 店面；门店销售系统 8._______________________________________
9. adj . 固定的；不可变更的 9._______________________________________
10. adj . 不可靠的，不安全的 10.___________________________________
[Ex. 3] Translate the following passage into Chinese.
What Should Your E-commerce Site Do
When it comes to selling goods and services online, there are a few basic functions every e-commerce site should include.
1. Accept Orders
If you're running a business that sells a product, your e-commerce site must be able to accept orders from your customers. This process can be more complex than you might expect. For each order, your site will need to:
●Record customer information (name, address, etc.).
●Collect customers' acceptance of your terms of service.
●Calculate any applicable taxes.
●Apply coupons or discounts.
●Generate order and tracking numbers.
●Share delivery details.
●Process billing information.
●Provide access to a payment gateway.
2. Take Payments
There should be a seamless transition from your website to a payment gateway. Typically, payment gateways allow customers to:
●Select a payment option.
●Provide details such as credit card numbers and CVVs.
●Use multi-step authentication for secure payments.
3. Handle Shipping and Logistics
Once your site has handled the order and payment process for a customer, the next step is delivery.
As a seller, your goal is to ensure that customers receive the right product on time and in perfect condition. To help this process along, you can either handle shipping and logistics yourself or use a third-party provider. No matter which method you choose, your website should be able to initiate the process accurately and consistently.
Your site will also need to have a process in place for accepting returned items. Also known as reverse logistics, this process is just as important as shipping outbound goods.
4. Provide Customer Service
Inevitably, your customers will need to communicate with you about their order or experience. They may need to correct their personal information, make an exchange, or return a faulty product. Your website is where these customers will turn to get in touch with you. The easier you make it for customers to connect—with a contact form or chat service, for example—the easier it will be to solve their problems quickly.
[Ex. 4] Fill in the blanks with the words given below.
related rely engine displayed layout
present helps buying separate spread
A Beginner's Guide to Creating an E-commerce Site Structure
Ensuring a site is structured correctly is paramount to the performance of all good e-commerce campaigns. While the structure of a website is critical to aiding and influencing a customer's 1 behaviour, it is also integral to achieving greater levels of traffic and exposure through SEO efforts.
A well-structured website enables search 2 spiders to crawl it more efficiently and understand its content more thoroughly, consequently ranking your site as accurately as possible. There are three areas which are key to creating the optimal site structure: category/sub-categories, products and URLs.
1. Category/Sub-Category
For any e-commerce website, it is essential to organize the category structure in a way that is clear, concise and ultimately makes sense. An ideal e-commerce URL structure should look something like this:
●Domain.com/category/.
●Domain.com/category/sub-category/.
The above 3 reflects and adheres to the consumer journey, while also making sure that search engines can appreciate this narrowing of product selections. Combined with an intuitive navigation that lends itself to good internal linking, this URL structure can help search engines to accurately 4 the domain authority throughout the site.
2. Products
Of course, it follows suit that all individual products live within the sub-categories of the store. If we continue the logic above, it would make perfect sense for the URL structure for products to look like this: Domain.com/category/sub-category/product.
However, a difficulty arises when a product exists in more than one category. If it does, there is the potential for two 5 URLs that contain the exact same content and this ultimately leads to duplicate content problems, so it is best to be avoided.
If this is the case, the best solution is to house the products on the top level, like this: Domain.com/product.html.
This ensures search engines will only index one URL with this content. However, this really is dependent upon the e-commerce CMS system you're using, and whether or not products can or will be 6 in multiple categories, so keep this in mind.
3. URLs
The above shows the correct way in which URLs should be formatted with regards to category/sub-categories and products.
Please note that for category/sub-category URLs the .html suffix has been removed from the end of the URL. This can help to further cement the silo structuring of the 7 categories, and help search engines in understanding the relationship between the parent and child categories, as below:
Domain.com/category/is the parent URL structure for these child URLs: Domain.com/category/sub-category/.
Removal of the .html suffix 8 this silo structure and the distribution of authority/equity.
It is also key that URLs could not be seen by search engines as spammy, and that keywords are not 9 just for the sake of SEO. This means that repeated and unnecessary keywords should be removed.
Domain.com/shoes/red-shoes/should be renamed Domain.com/shoes/red/so that search engines do not see the site as over-optimized.
4. Increase Your Organic Visibility
Not all of us are lucky enough to have a domain authority big enough to drive traffic despite poor site structure (you know who you are…), and for those smaller brands that 10 on great content the correct implementation is imperative for the search engine bots and users to effectively see your hard work.
Whether you can implement the correct structure before the site goes live or make the changes retrospectively, working to the above is sure to improve your visibility in the major search engines.