eBusiness Models: eBay, Lands' End, and Ecolab Compared
This paper examines how the design and features of a company's website reflect its underlying business model by comparing three organizations: eBay, Lands' End, and Ecolab. For each company, the paper identifies the target audience, describes the website's structure and features, and connects those features to the organization's eBusiness strategy. eBay's dual-audience marketplace model, Lands' End's direct-merchant catalog approach, and Ecolab's B2B information-support model each produce distinctly different websites. The comparison demonstrates that website functionality is not arbitrary but is a deliberate expression of how a company generates revenue and serves its customers.
- Introduction: Website features reflect business model purpose
- eBay: A Two-Sided Marketplace Model: eBay serves both buyers and sellers online
- Lands' End: The Direct Merchant Catalog: Lands' End targets buyers via interactive catalog
- Ecolab: B2B Information and Support: Ecolab website supports offline B2B sales
- Conclusion: All three sites mirror their business models
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What makes this paper effective
- Applies a consistent analytical framework — target audience, site description, and business model linkage — across all three companies, making the comparison structured and easy to follow.
- Grounds observations in specific website features (e.g., the "My eBay" dashboard, the Swim Finder, Ecolab's location selector) rather than speaking only in generalities.
- Draws a clear through-line: website design choices are not aesthetic but strategic, each feature serving a revenue-generating purpose.
Key academic technique demonstrated
The paper demonstrates comparative analysis with a consistent evaluative lens. By asking the same three questions of each organization — who is the audience, what does the site offer, and how does this serve the business model? — the author makes implicit contrasts explicit without having to state them repeatedly. This method is effective in business writing because it lets the evidence speak rather than relying on assertion.
Structure breakdown
The paper opens with a brief framing introduction before moving through three parallel case sections, one per company. Each section follows the same internal order: audience → site features → business model connection. A one-sentence conclusion ties the three cases back to the central claim. This tight, parallel structure suits a comparative analysis at the undergraduate level and would serve as a useful model for similar assignments.
Introduction
The features and functions of a website are a reflection of the purpose of that website, which is in turn a function of the underlying business model. This relationship can be illustrated by comparing the websites of three companies: eBay, Lands' End, and Ecolab. For each website, the target audience will be described, the site itself will be examined, and its features will be linked to the company's business model.
References
Campanelli, M. (2005). Sharing the wealth: Want to get a piece of the eBay pie? Joining its affiliate program can be a good way to do just that. Retrieved May 30, 2005, from Entrepreneur. Web site:
eBay. (2005). The company. Retrieved May 30, 2005, from eBay. Web site: http://pages.eBay.com/abouteBay/thecompany/companyoverview.html
Ecolab. (2005). Company profile. Retrieved May 30, 2005, from Ecolab. Web site:
Lands' End. (2005). About Lands' End. Retrieved May 30, 2005, from Lands' End. Web site:
Lands' End. (2005). The Lands' End/supplier connection: A series of valuable partnerships. Retrieved May 30, 2005, from Lands' End. Web site:
Lands' End. (2005). Swim Finder. Retrieved May 30, 2005, from Lands' End. Web site:
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