E-commerce

INTERNATIONAL TRAINING ON E-COMMERCE

COURSE BACKGROUND

The rise of the internet and mobile technology has fundamentally reshaped the retail landscape, creating an explosive growth in E-commerce. Moving beyond traditional brick-and-mortar stores, businesses can now reach a global audience, operate with lower overheads, and provide unparalleled convenience to customers. For organizations that fail to establish a digital storefront and an effective online strategy, they risk becoming obsolete in a market where consumers increasingly prefer the speed, transparency, and variety that online shopping offers. A well-executed e-commerce strategy is a powerful engine for business growth, market expansion, and enhanced customer engagement.

The adoption of e-commerce in Kenya and the wider East African region is accelerating, fueled by high mobile money penetration (such as M-Pesa), a young and tech-savvy population, and improving internet infrastructure. However, successfully navigating this market requires more than just building a website. It demands a holistic understanding of online business models, digital marketing, secure payment gateways, efficient logistics, and excellent customer service. Businesses must be equipped to overcome challenges like building customer trust, managing last-mile delivery, and navigating the local regulatory environment.

ECAS Institute offers this “E-commerce” course to provide entrepreneurs, small business owners, marketers, and existing retailers with the essential knowledge and practical skills to plan, launch, and manage a successful online business. This program will empower participants to build a profitable e-commerce presence that meets the needs of the modern consumer and thrives in the competitive digital economy.

COURSE OBJECTIVES OF THE TRAINING

Upon successful completion of this course, participants will be able to:

1. Understand the foundational concepts and various business models of e-commerce.
2. Plan and launch an online store using a suitable e-commerce platform.
3. Implement effective digital marketing strategies to drive traffic and sales to an online store.
4. Integrate secure online payment systems and manage order fulfillment and logistics.
5. Develop strategies for exceptional online customer service and customer retention.
6. Utilize analytics tools to measure performance, optimize operations, and increase profitability.
7. Understand the legal and regulatory environment for e-commerce in Kenya.
8. Identify and adapt to emerging trends and technologies in the e-commerce space.

WHAT YOU WILL LEARN

This course will provide you with the comprehensive toolkit to build and operate a thriving e-commerce business from the ground up. You will learn to:

• Select a viable e-commerce business model (e.g., B2C, B2B, dropshipping) and define your niche.
• Choose and set up an e-commerce platform (e.g., Shopify, WooCommerce, etc.) and customize its design.
• Source products, manage inventory, and create compelling product descriptions and visuals.
• Implement Search Engine Optimization (SEO) and Social Media Marketing to attract organic traffic.
• Run targeted paid advertising campaigns (PPC) to drive immediate sales.
• Integrate local payment gateways (M-Pesa, Airtel Money) and international card payment processors (Visa, Mastercard).
• Develop a robust fulfillment and logistics strategy (packaging, shipping, returns).
• Provide excellent online customer service through various channels (chatbots, social media, email).
• Track key e-commerce metrics (e.g., conversion rate, average order value, customer lifetime value) using tools like Google Analytics.
• Address e-commerce security (SSL certificates, data protection) and fraud prevention.
• Understand local e-commerce regulations and consumer protection laws in Kenya.
• Build customer loyalty through email marketing, personalization, and retention programs.

DURATION AND PROGRAM

This is a structured, highly practical, and hands-on training course designed for immediate application. The program will feature a blend of expert-led lectures, interactive workshops on platform setup and digital marketing tools, practical exercises in product listing and analytics, and real-world case studies of successful e-commerce ventures in Kenya and internationally. Participants will work on a practical project to either plan a new e-commerce business or optimize an existing one, fostering direct experience and strategic thinking. The specific duration of the course will be communicated upon registration, tailored to ensure comprehensive coverage and the development of actionable e-commerce expertise.

TARGET PARTICIPANTS

This course is essential for anyone looking to launch, manage, or expand an online business, as well as professionals supporting e-commerce operations. It will particularly benefit:

• Entrepreneurs and Small Business Owners
• Existing Retailers looking to create an online channel.
• Marketing Managers and Digital Marketing Specialists
• Sales Professionals
• Students and Graduates interested in e-commerce careers.
• IT Professionals involved in building e-commerce websites.
• Logistics and Operations Managers responsible for online order fulfillment.
• Anyone with an idea for an online business.

TRAINING MODULES

No	Module	Details
1.	E-commerce Fundamentals and Strategy	This module sets the foundational knowledge, helping participants understand the e-commerce landscape and develop a strategic business plan before diving into the technical aspects. Key Topics: E-commerce business models (B2C, B2B, dropshipping, etc.). Conducting market research and competitive analysis for an online store. Creating a comprehensive e-commerce business plan. Understanding the customer journey in a digital environment. Defining your unique value proposition and niche.
2.	Building Your Online Store & User Experience (UX)	This module focuses on the practical and technical aspects of setting up a functional, user-friendly, and visually appealing online store that converts visitors into customers. Key Topics: Choosing an e-commerce platform (e.g., Shopify, WooCommerce, etc.). Website design and branding for an online store. Developing a seamless user experience (UX) and navigation. Product photography, copywriting, and a compelling catalog. Mobile commerce (M-commerce) best practices.
3.	E-commerce Digital Marketing	This module is crucial for driving traffic and attracting customers to the online store through various digital channels. Key Topics: Search Engine Optimization (SEO) for e-commerce. Social Media Marketing and paid social advertising. Email Marketing for customer acquisition and retention. Pay-Per-Click (PPC) advertising (Google Ads) and retargeting. Content Marketing for building brand authority and driving organic traffic.
4.	E-commerce Operations & Payments	This module covers the back-end processes that ensure a smooth transaction and post-purchase experience, which is vital for customer trust and retention. Key Topics: Integrating local and international online payment gateways. Order management, inventory control, and fulfillment processes. Developing an efficient logistics and shipping strategy. Managing returns, refunds, and customer disputes. E-commerce security and fraud prevention.
5.	E-commerce Analytics & Optimization	This module focuses on using data to measure performance, understand customer behavior, and make data-driven decisions to continuously improve the business. Key Topics: Key E-commerce metrics (conversion rate, AOV, customer lifetime value). Using Google Analytics and other tools to track website performance. A/B testing and website optimization to improve conversions. Customer data analysis for personalization and targeted marketing. Reporting and dashboards for monitoring business health.

TRAINING STYLE

The modules will be taught through PowerPoint presentations, and lectures and will include a case study/field visit, breakout sessions, case studies and other interactive discussion components.

The course will also include a few guest speakers, both in person and via Zoom and other online learning platforms for overseas speakers. This provides useful real-world insights alongside the more theoretical aspects of the course.

The conference faculty shall consist of experienced decision makers, as well as practitioners and representatives from established educational and research institutions active around climate change, engineering and international development. Throughout the course, theoretical presentation of concepts will be moderated and more group discussions and plenary engagements will be optimized. PowerPoint presentations will be made by facilitators and resource persons, to highlight key concepts before embarking on group work.

GENERAL NOTES

• Training manuals and additional reference materials are provided to the participants.
• Upon successful completion of this course, participants will be issued with a certificate.
• We can also do this as a tailor-made course to meet organization-wide needs. Contact us to find out more: info@ecasiafrica.org.
• Payment should be sent to our bank account before the start of training and proof of payment sent to: info@ecasiafrica.org.

ABOUT ECAS INSTITUTE

The ECAS Institute designs and delivers independent and targeted training, research, and consulting services. Our work focusses on climate change and resilience building, carbon markets, renewable energy, nature-based solution, biodiversity conservation, agriculture and food systems, We are located in Nairobi Kenya and work across the African region. We have implemented training and research assignments in Kenya, Tanzania, Uganda, South Sudan, Somalia, Malawi, Rwanda, Congo, and South Africa. Globally, we have supported our partners from the UK, Denmark, Italy, Sweden, Germany, and USA.