Management and marketing

2.2 Payment service as a basic element of the company's e-commerce infrastructure


The trading infrastructure of the virtual market in e-commerce
differs significantly from the traditional commodity distribution infrastructure.
If wholesale and retail trade is carried out by traditional methods
(settlement and cash services, contractual system of relationships, etc .), then e-commerce for the layman looks like a kind of analogue fair trade with a large number of retailers and buyers.
In addition, sellers and buyers are not geographically present in the same territory. In such conditions, network intermediaries and suppliers are not able to independently perform the functions of logistics support for sales (storage and sorting of goods, shipment of products, etc.). Therefore , the level of development of e-commerce is determined by the level of development
of related logistics services.
Researchers identify three system-forming elements, without which e-commerce is impossible: Internet communications, payment transactions and transport services (logistics) .
The payment environment is the most important condition for the existence of e-commerce. In the network economy, the competitiveness of its subjects is determined by the level of development and mutual integration of trading and payment instruments. For effective commercial activity , it is necessary that banking institutions and payment systems can process transactions in real time, both intra-system, intra-state, as well as intersystem and cross-border.
It is in this direction that payment services and tools in e commerce are developing today.
The main source of institutional development of systems operating in the field of payment services and their tools in the consumer market is the final demand. At the same time, the growth of the audience of users of online payment services exceeds the growth of the Internet audience as a whole, increasing annually by about 3-10% (depending on the region) [26].
At the same time, there are imbalances in the e-commerce market, indicating a change in the structure of the Internet audience and user preferences. For example, according to the data
of the consulting company "Data Insight" [59], in Russia the following categories of the population are leading in the use of online payments: young people under 35 people with high incomes, residents of Moscow and St. Petersburg and
experienced Internet users. However , there is a completely different trend in e-commerce: the main increase in purchases falls on the peripheral regions of Russia, buyers with low incomes and people who have recently connected to the Internet.
It can be said that if in large cities e-commerce is adjacent to other advantages of using the Internet, then in the regions it is for the sake of online shopping that users master the Internet. At
the same time, suppliers and sellers of goods in e-commerce are no less interested than buyers in expanding the geography of online sales, opening up new markets for them.
E-commerce has gradually developed and is currently being established as one of the important channels of commodity circulation, the natural factor and limiter of which are online payments.
Despite the fact that the range of electronic payments is extremely wide. They are carried out not only on specialized websites, but also with the help of smartphones, computer telephony, information kiosks and ATMs, payment terminals, interactive television, etc.
Due to their specialization, payment service providers take the first place in the organization of remote sales. The basic
subject of payment relations becomes a processing company
that provides software and technical interaction between the subjects of the electronic payment system (if it is registered by the Central Bank of Russia as such and included in the corresponding register of payment systems), or a payment service system (as in the case of the one we are considering
The "TelePay" system or its closest competitor – the "Qiwi" System). Such companies not only provide financial services, but also ensure the functioning of a specific product of the network economy – "electronic money".
The main advantage of non-bank payment services is their
virtuality and greater suitability for accepting small payments.
Non-bank electronic payment services are most associated with e-commerce. There are many reasons for this: from the lack
of a minimum payment amount, anonymity, to high availability of services, convenience of mobile applications. That is why they have recently experienced significant growth. For example, in 2012, the turnover of remote payment services in Russia reached 896 billion rubles. (49% of the turnover of all electronic payments), and by 2017 their share in electronic payments has grown to 70%, exceeding 2.6 trillion. rubles [94].
The conversion, revenue and profit of any commercial site directly depend on how well payment for orders is organized on this site , as well as on the availability and convenience of additional financial services.
Here are the main requirements that companies focused on online sales currently impose on the payment service operator:

• 
  uninterrupted and scalable processing;
  
• 
  customization of widgets and payment pages;
  
• 
  a set of payment instruments: the possibility of payment with
  

bank cards issued by Russian and foreign banks (VISA, MasterCard, Maestro, MIR, UnionPay, American Express), the ability to pay with electronic money of various systems, online banking API, payment by barcode and QR code, etc;

• 
  partnership with other systems and readiness for rapid technical integration with them;
  

the ability to flexibly configure 3D Secure when paying with bank cards (because in practice this function reduces conversion by 15-40%), and the ability to prevent fraud by anti-fraud;

• 
  other measures taken to increase the conversion of payment
  

pages;

• 
  adaptation of reporting forms to the needs of online business;
  
• 
  commission charging; availability of mobile applications from the payment company, the ability to integrate into Apple Pay and Android Pay;
  
• 
  round-the-clock monitoring and technical troubleshooting service;
  
• 
  a ready-made solution for 54-FZ, which can be implemented quickly;
  
• 
  technical support 24x7, etc.The main elements of the e-commerce system infrastructure
  

are:
1) special software;
2) database and application management system;
3) telecommunications and communications;
4) security system of acts of purchase and sale of goods and services;
5) legal, legal support;
6) virtual banking system;
7) special payment systems;
8) automated warehouse management;
9) the system of delivery of goods and services;
10) financial institutions (brokerage and other offices);
In an interconnected form, the infrastructure is shown in Diagram 2.