随着电子商务的发展，越来越多的人选在在网上购物，小到一个发卡、一本书，大到电脑、汽车，消费者只要舒舒服服的待在家中，选货、下单、付款后只要耐心等待送货上门了。网络交易作为一种新型的商业模式，占据了跨地域无国界的优势，迅速及时，并且有着充足的商品种类和功能介绍，兼具实惠的特点，让网络购物成为了时尚风向标。然而随着网络购物的深入，诚信作为一个全局的问题被抛出水面。消费者面对良莠不齐的商家，充满了抵触和质疑，这些心理因素严重影响了电子商务的购买环境。诚信就犹如电子商务高墙上荆棘草，不披荆斩棘，就难以爬的更高。

时下，我国电子商务市场交易量正在不断扩大，一批网络商业门户涌现，如新浪、搜狐的网上商城，亚马逊、卓越、当当等网上超市，还有易趣、阿里巴巴旗下的淘宝网等网站，吸引了大量的消费者，逐渐形成了与传统商业形态相抗衡的力量。……

电子商务的发展，让物流发挥着越来越重要的作用。人们摆脱了时空的限制，扩大了企业的营业范围，同时也从根本上改变了人们传统的销售方式和购物方式，使送货上门等物流服务成为其发展的必然基础。显然，物流已成为电子商务发展的关键所在！

与发达国家相比，我国物流的发展速度远低于电子商务的发展速度，很大程度上是由电子商务带动其发展，但物流作为电子商务中唯一的实物流，直接影响电子商务运作的效率。目前，我国电子商务可以说是在传统物流向现代物流发展的道路上展开的。也正是因为如此，我国相对落后的物流配送体系极大的限制了电子商务高效快捷的优势的发挥，成为了电子商务发展的瓶颈。……

A White Paper brought to you by ChannelAdvisor.

Executive Summary
The economy continues to change consumers’ mindsets about when they should shop, how to shop and eventually what to purchase. One benefit of this trend for online retailers is that consumers continue to spend large amounts of time online as they seek out and take advantage of the best possible deals they can find.
We are building upon a study we published in Q1 2009 that sought to identify how consumers shopped online during the holiday season in 2008. Here we examine how those behaviors have changed and, more importantly, the trends we have identified that your business needs to be preparing for heading into the holiday season.
We discovered that:
1.
Consumers are spending about the same amount of time online but are spending less money – scouring the Web for deals that yield higher savings and offer extra value above and beyond low prices.

2.
Shoppers don’t necessarily realize where they purchase and may not understand how Google Product Search and other comparison
shopping engines function.


3.
Amazon and eBay are top-of-mind retail brands, but Amazon commands twice the mindshare of eBay.

4.
Free shipping and peer ratings/reviews hold more influence over purchasing decisions than they did in 2008.

5.
70 percent of consumers said they regularly purchase from eBay or Amazon.

6.
81 percent of consumers begin their product searches with Google and 11 percent begin with Yahoo – which is an increase of five percentage points in favor of Google, and a six percent decrease in Yahoo usage.

7.
Bing is making a quick impact since it launched on May 28, accounting for two percent of searches and 13 percent of respondents already having used Bing Cashback – a share that will grow in light of the recent Yahoo/Microsoft search deal.1


8.
Shoppers are diversifying the comparison shopping engines they use to research products, prices and deals. We discovered some useful trends by comparing consumer behavioral data to actual internal sales data from thousands of online retailers that make up the ChannelAdvisor customer base.


These findings are the result of surveys taken by 824 individuals between the ages of 18 and 65 years old and from 29 states throughout the United States.

Consumers are researching more and are spending less
Consumers reported they now spend less money online than they did from our survey in Q1 2009, with 11 percent more consumers reporting they spend $0-$20 per month on online purchases. At the same time, consumers reporting they spend over $76 per month on online purchases declined by nine percent.
This trend coincides with a change in how consumers spend their time online. While we found that consumers did not materially increase or decrease the overall time spent online (seasonality factors like summer vacations no doubt also affect this statistic), browsers are devoting a higher percentage of their time to researching products and prices. This is contributing to a growth in search volume dedicated to online retail,
1http://www.techcrunch.com/2009/07/29/microsoft-yahoo-search-deal-the-most-important-facts-and-some-opinion/
the amount of time spent on retail-specific sites (which has increased by nine percent in the past year), and more effort devoted to seeking out coupons and promotions. For example, consumers are using more sophisticated, specific searches to seek out the exact products and deals they want. As a sign of this trend, Google recently reported an eight percent increase in searches comprised of three words or more.2



Shoppers don’t necessarily realize where they buy
Despite spending a higher percentage of their online time devoted to research and deal-seeking, consumers still may not necessarily realize where they make their final purchase – or the sites they used to get there.
When asked where in the past six months they had purchased a product online, 17 percent believed they had actually purchased a product from a major search engine. And when it came to comparison shopping engines, seven percent believed they had purchased a product from Shopping.com, Shopzilla, NexTag or PriceGrabber.
2Sara Kleinberg and David Saul. State of Search 2009. Google presentation. July 15, 2009.
Yet consumers clearly recognized that they bought from eBay, Amazon and Buy.com, with 76 percent of respondents identifying these sites as purchase points.
We believe this highlights a persistent trend in multi-channel retailing – shoppers don’t necessarily realize where they buy their products, but they will definitely use all the tools at their disposal to locate the deals they want. Furthermore, just because consumers are able to use tools like comparison shopping engines to find deals, it doesn’t necessarily mean these individuals are aware of the sites they’re using. With consumers laser-focused on the lowest possible prices and best deals available when they are ready to make a purchase, it continues to be imperative for online retailers to have a strong presence on as many channels as possible (search engines, comparison shopping engines, marketplaces, online storefront, affiliates, email). This maximizes findability, increases brand awareness and enhances search engine favorability.

eBay and Amazon contribute to 70 percent of purchases
Participants indicated that Amazon is the first online retailer that comes to mind – commanding 30 percent mindshare followed by eBay, Walmart, Target, Overstock and Best Buy.
And when asked from what sites consumers regularly purchased, 70 percent of respondents indicated Amazon and eBay were consistent shopping destinations – with each site ranking very close to each other in terms of purchase regularity.


On-site purchases are driven by value enhancers, security features
Free shipping, peer reviews/ratings, free returns and the ability to view products from multiple angles are the most influential purchase drivers on a retailer’s storefront, consumers report. Free shipping and returns have increased the most in influence since our last survey – as did the ability for consumers to verify the validity of a retailer through “trustmarks” such as Hacker Safe, Verisign, etc.
These trends should not be surprising – consumers want to ensure they are maximizing their time by purchasing products from retailers that offer the best price and the best value. Furthermore, they want to feel secure in their purchase decision, as evidenced by the increase in influence of rich imaging product views and trustmarks. Consumers not only want to ensure they’re going to receive the product they sought out to purchase, but also want a guarantee that their personal data will be safe.


Search is integral to the purchase decision
Search engines remain the essential starting point on the path to a purchase decision – serving as the originator of product research and deal-seeking.
Our results show that Google has benefited the most from consumers who are spending a greater percentage of their time conducting product research, increasing five percentage points to 81 percent of consumers since Q1 2009 as the place where product-related searches are started.
Yahoo’s influence, on the other hand, suffered by six percentage points, while Bing has already captured two percent of origination searches. Search engines in general are benefiting from increased query volumes and are driving more visits than ever before. The net result is more visibility for online retailers, deal sites and product research destinations. Advertisers should definitely take advantage of these trends.
It’s worth mentioning the newest search contender, Bing, and the news that Bing’s ad click rate may be as much as 50 percent higher than Google’s and 20 percent higher tha
n Yahoo’s.3 One explanation may simply be that Bing users are more willing to click on ads – or that Bing’s ad selectivity could be making ads even more relevant to searches, thus increasing the likelihood they’ll be clicked.4
3http://chitika.com/blog/2009/07/24/chitika-analysis-bing-traffic-vs-google-and-yahoo/ 4http://www.searchmarketing.com/searchmarketing/2009/07/are-your-ads-not-showing-up-on-bingcom.html

*Statistics based on Chitika Network June, 2009

Comparison shopping engines can’t be ignored
Comparison shopping engine awareness and usage has remained fairly consistent – including the fact that consumers diversify greatly the sites they use. Shopping.com benefited the most from Q1 2009, as respondents indicated they used the site more often by two percent.
Surprisingly, Yahoo! Shopping and Google Product Search did not rank – we believe this is another example of how unaware consumers are of where they shop or browse. Since both shopping sites are embedded into the search engines, the shopping experience may be seamless enough that the majority of searchers do not realize how they found a product.
Although consumers aren’t attached to specific comparison shopping engines in the same way they’re attached to Google, Amazon and eBay, they still play a significant role in product research and purchasing decisions. It’s no wonder when you consider the sheer number of comparison shopping sites available for consumers to browse. There are a couple of ways retailers should evaluate comparison shopping engines to determine where energy should be focused. First, you should consider which sites consumers are visiting, ie look at traffic. In the chart below, we see traffic measured by comScore in May of 2009.

Being aware of where consumers are doing product research is good, but knowing which comparison shopping engines are generating conversions is even better. Here we’ve taken a look at where ChannelAdvisor customers are seeing sales distributed on comparison shopping engines.


Conclusion
Consumers are becoming increasingly savvy at using all online channels to conduct research before making buying decisions. From pricing, to coupons, to shipping, to reviews, to brand perception, retailers need to be conscious of how they are viewed from a consumers shopping experience.
We believe that retailers should adopt a sound multi-channel strategy for selling online. With the holidays quickly approaching, online retailers need to ensure they are appealing to cautious consumers in as many ways as possible. Use our key findings to improve ways that you reach and communicate to buyers:
· Consumers are researching more and are spending less.
· Shoppers don’t necessarily realize where they buy.
· Amazon and eBay contribute to 70 percent of purchases.
· On-site purchases are driven by value enhancers, security features.
· Search is integral to the purchase decision.
· Comparison shopping engines can’t be ignored

Call ChannelAdvisor at 866.264.8594
ChannelAdvisor helps the world sell online with applications that enable retailers to efficiently distribute their products across multiple online channels, drive shoppers to those products and then convert those shoppers into customers. Our ChannelAdvisor platform empowers retailers to distribute their products across multiple online marketplaces, comparison shopping sites and search engines. With application features such as keyword generation, to in-depth reporting, to our merchandising engine, retailers gain the tools they need to easily fine tune and analyze their marketing efforts to drive more shoppers to their products. Rich media offerings and storefront applications enable them to provide an engaging online shopping experience that represents their brand and is optimized to convert shoppers into customers.

水藻由简单的水生有机体组成，通过光合作用储存光能，生产植物油。而植物油可被转化成“生物柴油”。水藻有几个重要的优点，是许多其他植物不具备的：

A,水藻可被种植在任何地方，且能迅速繁殖，更难能可贵的是，水藻几乎不需要特别的养分，需要的只是阳光、水和二氧化碳。
B,它们不像其他植物那样，需要占用很大面积才能生长，而是可在立体空间里生长，因此能非常迅速地吸收营养。

科学家乐观地预测，只需种水藻提炼燃油，就能让美国摆脱对天然石油的依赖。水藻很容易繁殖,科学家很早就提出用植物来提炼燃油，比如从油菜籽和大豆中提炼，这两种植物本来就可用来榨取食用油。另外一种可提炼燃油的植物是蓖麻。但无论如何，一般人很少想到用水藻来提炼燃油。

　　有几个数字能证明水藻的优点。在美国，如果把所有从石油中提取的交通燃料换成生物柴油的话，每年需要１４００亿加仑（１加仑≈４．５５升）的生物柴油。而如果全部用大豆来提炼生物柴油，就需要３０亿英亩（１英亩≈６．０７亩）肥沃的土地来种植大豆；用油菜籽提炼的话，也得需要１０亿英亩的土地。不幸的是，整个美国只有４．３４亿英亩农田，而且还需要留下一些土地来种植粮食。而水藻只需９５００万英亩的土地就能满足需要。它们不需要肥沃的土地就能生长，可以种植在水塘里、袋子里或水箱中。这样一来，既可在沙漠中种植水藻，也能在产生很多二氧化碳的发电厂附近种植。

一个偶然的机会，塞尔斯对水藻提取油料产生了兴趣，他还在网络上查到了一份“水生植物计划”(ASP)报告。该报告的内容是美国科学家花了近二十年时间寻找到的一种能够产油的水藻，但因为细节处理不当，让其他种类水藻入侵其中，最终没能有效的提取足够的具有使用价值的油料。　塞尔斯找到了解决办法，他用透明的大塑料袋种植水藻，这既可以让充足的光线进入，又能防止其他种类的水藻入侵。

将水藻用于生产生物柴油的人则是将吉姆·塞尔斯，他为此还专门建立了“索利克斯生物柴油公司”。他称自己的发明是全规模水藻“反应堆”。他用两条长105米、间隔1米左右的平等轨道固定大塑料袋，一旦水藻长成，就被送到炼油厂提取油料，然后再转化成生物柴油。

　　目前，用水藻生产“生物柴油”还面临如何选择、种植水藻，如何更科学的提炼油的问题.不过，要想进入后石油时代，让水藻油成为畅销产品，需要解决许多问题。

生产“生物柴油”，第一步就是选择水藻品种。水藻有数千种，选到正确的种类是至关重要的。其次,水藻生长的速度极快，必须控制好它的数量，如果太多，阳光就会不够用，造成大批死亡，而如果太少，达不到所需要的数量。

塞尔斯认为，要解决这个问题，需要借助计算机来控制水藻的生长速度，也就是控制营养成分，不过这样做增加成本，减少水藻业的经济利益。

　　即使成功地收获了水藻，还要面临着另一个难题，那就是如何把油提取出来。从大豆、油菜等植物中提取油用冷压法，但水藻中没有那么多的纤维，不能用这种标准的榨油方法。

不过从理论上说，从水藻中提炼油并没有想象的那么难，参与过ASP项目的美国科学家证实，在绿色的水藻中加入化学添加剂就可以提炼出油来，在水藻浆中加入甲醇或者乙烷是目前最好的选择，相对来说又有效又节省成本。

高油价推动我国水藻动生物燃料的开发
经济研究委员会研究主任丹-刘易斯说，生物燃料—通常可以直接替代汽油和柴油—现在每桶售价约为40到70美元，所以已经具备明显的竞争力。

以水藻为基础的生物燃料能源丰富，生产占地少。绿色基金首席投资官史蒂夫-马洪说，这种生物燃料每公顷的能源生产量是棕榈油的30倍。