Description

Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department

Student Name:
1.Amna Tamihi
2.Ghazal Tariq Bahlas
3. Sara Abdulrahman Alkhanin
4. Lojain Yousif Alzahrani
5. Ghadah Saeed Alsamiri

Student ID:
230035085
230013995
230026361
230049020
230033498

Course Title: E-commerce

Course Code: ECOM101

Academic Year/ Semester:
2024/2025 _Second semester
Instructor Name:

CRN:24652

Student Grade:

Grade Level: High/ Middle / Low

out of

(Part A)

Requirements:
In this project, you are required to evaluate one of the websites below based on what you learn from
this course and your perspective. The evaluation will cover the different aspects of E-commerce such
as business idea, website design, marketing, security … etc.
You will need to analyze the business and provide suggestions to improve the current business
situation.
Current e-commerce businesses:

Know the business.
1. What is the business?

Gathern is the first platform licensed by the Ministry of Tourism for shared housing (peer-to-peer
rental) in Saudi Arabia. This platform features a variety of private holiday homes, including villas,
private apartments, farms, chalets, resorts, camps, and other types of accommodations.
Value Propositions: For guests: Unique, affordable, and convenient accommodations with the
chance to experience a local touch.
For hosts: Opportunity to earn extra income.
Revenue Model: Commission fees are charged for bookings made through the platform.

2. What is the idea?
The platform aims to connect people with available space to rent and those looking for
accommodations. It allows anyone with extra space to become a host and earn additional income
by offering their properties to guests.
Key Concepts: Peer-to-Peer Marketplace: Gathern. Operates on a peer-to-peer model, allowing
individuals to offer their property directly to other individuals.
Diverse Accommodations: The platform offers many accommodation options, from small
apartments to luxury villas and unique stays.
Local Experience: By staying in residential neighborhoods, guests can experience destinations like
locals, often with personalized recommendations from hosts.
Flexibility: Hosts can list their spaces on their terms, setting the prices and availability.
Benefits:
For Hosts: earning them extra income by renting their property
For Guests: have access to a wide variety of accommodations that may be more affordable or
unique than traditional hotels, often with a more personalized touch.

3. What are the types of products and/or services provided?
Gathern.co offers various vacation rental services, connecting travelers with unique
accommodations. The services provided are:
Accommodations: Chalet, Apartments, Farms, Villas, Resorts, Camps, Single Rooms.
Additional Services:
For guests:
Payment Plans: Flexible payment options, including installment plans through partners like Tamara
and Tabby.
24/7 Support: Guaranteed booking and round-the-clock customer support.
Licensed Rentals: All properties are licensed by the Ministry of Tourism, ensuring quality and
safety.
For hosts: The platform will provide real estate owners wishing to rent their properties with a
professional photographer to photograph their units for free and a program to manage their
properties and reservations for free as well. The App is available on the
Apple App Store, Google Play Store, and website. The website provides Expected Income
Calculator insurance Gatherin is a program offered to insurance you in the rare cases in which a
guest causes damage to your property during the stay

4- Explain the business statement, business vision, and business objective.
Gathern’s goal is to make travel in Saudi Arabia more unique by connecting visitors with real
homes from residents. This helps travelers experience the country’s authentic culture while
allowing hosts to earn extra income by renting out their villas, apartments, farms, rooms, chalets,
resorts, and camps, with their statement Wherever your destination is, you will find your second
home in every city in Saudi Arabia
Gather aims to grow, offer more travel choices, and support the country’s 2030 Vision goals

Where is the money?
Most of the money comes from commissions from hosts for each booking.
The platform deducted 15% of the fees from every confirmed reservation.
Hosts can share A referral link of their property to make it easy
If the guests book through the link provided by the property owner the fee is only 5%, tax included.

6- Who and where is the target audience?
The target audience for Gathern are :
•

People with spare rooms or properties to earn extra income.

•

Travelers seeking unique accommodations and guests looking for alternatives to traditional
hotels, such as apartments, houses, farms, etc.

•

Adventure seekers are those who are interested in unique local experiences and adventures.

•

People looking for affordable accommodation options.

•

Locals who are looking for places to host family gatherings or special events

7- Characterize the marketplace
The key features of Gathern’s marketplace:
•

Wide Range of Properties: Offers many rental options.

•

User-Friendly Platform.

•

Secure Payment Methods: Provides multiple secure payment options.

•

Advanced Search: Allows users to filter properties by type and location.

•

Customer Support: to assist with bookings and inquiries.

•

Verified Reviews: genuine reviews from past guests.

The company aims to provide a hassle-free experience for both travelers and property owners

8- Describe the content of the business website
Book your home instantly and guaranteed: reservation is 100% guaranteed.
Secure payment methods :Multiple and secure payment methods
Customer service :Supports you throughout the week
Trusted reviews: Verified ratings and reviews
Photos and videos: Watch from where you are images that mimic reality
Last minutes offers: provides last-minute deals and discounts on rental properties.

9- Conduct a SWOT analysis for the business

Strengths:

Weaknesses:

1. A variety of unique rental spaces.

1. Limited and not expanded by global

2. It is an easy-to-use platform with secure

competitors.

payment options.

2. Reliance on host quality and availability.

3. Strong focus on customer support and

3. Imitators: The business is simple, so it’s easy

transparency.

for others to create a similar platform

Opportunities:

Threats:

1. Expansion into new regions and markets.

1. Intense competition from global platforms like

2. Partner with event planners and travel

Airbnb, booking.com

agencies.

2. Regulatory challenges in the short-term rental

3. Providing additional services, such as

industry.

providing the renter with the most critical areas

3. reduced travel demand can have a significant

around the rented area.

impact on bookings for platforms

10- Develop an e-commerce presence map.
Website and Mobile App: the main platform where users can search for and book accommodations,
experiences, and services.
Email: Used for marketing campaigns, booking confirmations, and personalized offers.
Social media: Gathern is available on most platforms and reaches a vast audience, increasing brand
visibility and recognition.
Offline media: Gathern was the official sponsor of the Saudi Tourism Forum 2025, a workshop
held to help hosts understand tourism permits and how they improve guest experiences and grow
the tourism sector

2- Explain the design of the system (4 marks)
Explain in detail the design of the system (business objectives, system functionality, information
provided)

Business Objective

System Functionality

Information provided
For Hosts: Detailed analytics on booking

Generate revenue by
Booking and Payment

Customer satisfaction

Full-featured mobile

trends, pricing recommendations, and tools

app and website for

to manage their listings.

managing bookings,

For Guests: Information about the property,

communication, and

host profiles, reviews from previous guests,

exploring listings.

and clear cancellation policies

In-app customer

Correspondence Form available on the site

support
The National Information Center verifies all
guests to ensure the booking process is safe.

Trust and Safety

Verification Systems

The Ministry of Tourism also licenses the
Gather In platform, which operates under
the regulations of the Kingdom of Saudi
Arabia.

Community Features

Blog

The blog offers Travel guides, safety tips,
and local guest recommendations.

• What can be improved or added to the system design?
Market Expansion Expanding the platform to new regions and markets to increase the user base.
The site should be developed to fully support English alongside other global languages, making it
user-friendly for non-local people.

3. Explain the current business e-commerce features (2 mark)

The website is easy to use to show the residential units and their specific details, such as the
number of bedrooms, bathrooms, etc. Also, you can find feedback and reviews of units and hosts.
The website shows customers discounts and offers, encouraging them to choose and book a unit.
Moreover, the residential unit has clear and detailed pictures and clips, and providing panoramic

pictures to show all its details realistically is outstanding. As a host, the website offers features that
simplify the process of the reservations for hosts and organize it for them. For example, it provides
a calendar that organizes the dates of reservations so the hosts will not forget any reservations.
Also, there is a page for the financial transactions, which shows the receipts and account
statements.
One annoying function on the website is that when you browse the website and find a unit to book,
you cannot see the exact location until you book and pay for the unit. This feature annoys
customers when they want to know if the location suits them.

Another feature that can enhance the website’s existing functionalities is implementing a “split
invoice” option for group reservations. This would allow users to divide the bill in case of large
reservations according to their preferences, leveraging new applications like Splitwise.

4- Explain the business e-commerce process (2 marks)
The business operates as an online marketplace that connects people who want to rent out their
spaces with those who are looking for accommodations.
How Business Works for Guests: Guests register for the plate form. Their identity is verified by
mobile code, and then they Search for a Place to Stay. Users input their destination, travel dates,
and the number of guests, Guests select a property and click “Reserve” to start the booking process.
guest pays the fees plus insurance if requested.
Last Stay and Review: Guests receive check-in instructions from the host. After the stay, guests can
leave a review and rate their experience.
How business works for Hosts:
The host registers on the platform, verifying their identity and uploading their property location
with all the necessary information. Then, they list the spaces available for booking, setting
availability and pricing. Hosts receive booking requests and can communicate with potential guests
through the platform. Payments are collected after the commission is deducted.

3. Site Design (3 marks)

Evaluation of GatherN Website Design:
1. Ease of Use:
o

Current: Website has a clean layout but homepage is cluttered with images, which
can overwhelm users.

o

Improvement: Simplify the homepage design, reduce unnecessary images, and
have clearer navigation menus.

2. Ease of Purchase:

o

Current: Booking process is straightforward but lacks a guest checkout option and
has too many mandatory fields.

o

Improvement: Offer guest checkout, reduce form fields, and provide more payment
options (e.g., Apple Pay, Google Pay).

3. Simple Graphics and Visual Appeal:
o

Current: High-quality images but too many could slow the site down and may not
scale well on mobile devices.

o

Improvement: Optimize images for faster loading times and ensure they are
responsive on all devices.

4. Mobile Responsiveness:
o

Current: The site is mobile-responsive but menus and images may not scale
properly on small screens.

o

Improvement: Ensure larger touch targets for buttons, readable text, and responsive
images that fit all screen sizes.

5. Trust and Security:
o

Current: Uses SSL encryption but lacks visible trust signals like security badges or
payment options.

o

Improvement: Display payment badges (e.g., Visa, PayPal) and emphasize privacy
and security policies to increase customer trust.

6. Search Functionality:
o

Current: Basic search but lacks advanced filtering options like location, price
range, and property type.

o

Improvement: Implement advanced search filters and refine the search algorithm
for better relevance.

7. Customer Support and Interaction:

o

Current: Customer support is limited to phone calls during specific hours, with no
live chat available.

o

Improvement: Add 24/7 live chat support and quick-response systems like
chatbots.

8. Content Quality and Relevance:
o

Current: Provides accommodation descriptions but lacks additional informative
content like travel guides or FAQs.

o

Improvement: Add comprehensive FAQ sections, blogs, and user-generated
content to enhance engagement and provide valuable information.

Conclusion:
•

GatherN can improve by simplifying design, optimizing mobile responsiveness, enhancing
search functionality, and providing better customer support and content. These changes
would lead to better user satisfaction and higher conversion rates.

4. Business software (2 marks)

To perform the essential functionalities of an e-commerce website, several types of software are
utilized. These include form handling software for capturing user inputs like names, addresses,
and contact details, ensuring smooth interaction between the user and the platform (Turban et al.,
2018). Payment gateway software is used to securely process credit card transactions in real-time,
ensuring safe online payments. This software often integrates with third-party services like PayPal,
Stripe, or credit card processors to handle the transactions securely (Schneider, 2017). For
managing product catalogs, database management systems (DBMS) such as MySQL or
PostgreSQL are used to store and manage product data, prices, and inventory, enabling the website
to retrieve and display updated product details when users search or browse (Dave & Krishna,
2020). Content management systems (CMS) like WordPress or Magento provide tools for site
administrators to easily manage and update content without requiring deep technical expertise.

To improve the software, machine learning algorithms could be implemented for dynamic
content personalization, adjusting advertising and promotions based on user behavior,
preferences, and past interactions. Additionally, incorporating chatbots and AI-powered customer
support could enhance user engagement and resolve customer queries in real-time, improving
overall customer experience (Rayport & Jaworski, 2001).

5. Payment and Security (3 marks) each point worths 1 mark

1. Methods of Payment Available
Currently, Gathern.co offers standard payment methods such as credit card payments (e.g., Visa,
MasterCard), and digital payment systems (e.g., PayPal). These are secure and widely used
methods, ensuring ease of use for most customers. However, additional payment methods could be
introduced, such as mobile wallets (e.g., Apple Pay, Google Pay) and local payment methods
tailored for the Saudi Arabian market, such as STC Pay or Mada, a domestic card payment
network. Adding these payment methods could cater to a broader demographic, improving
convenience for users who prefer mobile payments and regional financial services (Chaffey, 2015).
This would make the site more accessible, especially for younger, tech-savvy customers and those
who prioritize mobile payment options.

2. Technologies Used to Secure Online Transactions
To secure online transactions, Gathern.co likely uses SSL/TLS encryption to protect customer
data during transmission, ensuring sensitive information such as credit card details are securely
sent between the customer and the website. Payment gateways like PayPal or Stripe also offer
additional layers of security through tokenization and fraud detection algorithms. Furthermore,
implementing two-factor authentication (2FA) during login or transaction stages could provide
an extra layer of security by requiring users to verify their identity through another method, such as
a phone number or email (Turban et al., 2018). As e-commerce continues to grow, incorporating
biometric authentication (such as fingerprint or facial recognition) could further enhance security,
ensuring that only authorized users can complete transactions.

3. Current Privacy Policy
Gathern.co’s privacy policy likely outlines the collection and use of personal data, such as users’
names, addresses, and payment information, which are collected during the booking process. This
data is typically used for transaction processing, order fulfillment, and improving user experience
(Laudon & Traver, 2018). Additionally, cookies may be used to track users’ browsing behavior,
which helps in personalizing advertisements and enhancing site functionality. However, the privacy
policy could benefit from more transparency about third-party data sharing. It is essential to
explicitly mention whether Gathern shares users’ data with any external parties, such as marketing
partners or analytics companies (Dave & Krishna, 2020). Additionally, GDPR compliance should
be highlighted for users in the European Union, ensuring that personal data is handled in
accordance with global privacy standards.

6. Categorize marketing and advertising strategy and method (2 marks)

Current Marketing and Advertising Strategies of Gathern.co

Online Marketing Strategy
Gathern.co employs online marketing strategies primarily through search engine optimization
(SEO) and pay-per-click (PPC) advertising. SEO efforts focus on ensuring that their website
ranks highly for relevant keywords in the accommodation and event planning sectors. Additionally,
they might use Google Ads to attract targeted traffic, ensuring visibility to potential customers
actively searching for accommodation or local event experiences. The use of email marketing is
also prominent, sending personalized promotions and newsletters to engage and retain customers
(Schneider, 2017).

Offline Marketing Strategy
Offline, Gathern.co might engage in traditional marketing tactics such as local advertising,
including print ads in travel and lifestyle magazines, or hosting community events to directly
engage with local users. Partnerships with local tourism boards or businesses could help gather
more local and international visitors. Additionally, they may use billboards or transportation ads
targeting travelers within Saudi Arabia, specifically in tourist-heavy areas.

Picture no.1 shows street Advertising in Riyadh city

Social Media Marketing Strategy
Gathern.co has a strong presence on social media platforms such as Instagram, Facebook, and
Twitter, which they use to engage with users through organic posts and paid promotions. The
social media strategy revolves around sharing travel-related content, promoting user-generated
content like customer reviews and experiences, and running contests or giveaways to increase
brand engagement. This allows them to tap into their audience’s network and attract a broader
customer base. They could improve by targeting specific user demographics on these platforms
through social media ads (Turban et al., 2018).

Picture no.2 shows the official page on Facebook for Gathern.co

Picture no.3 shows the official page on Internet for Gathern.co

Suggestions for Improvement
•

Influencer Partnerships: Collaborating with local or international influencers can help to
build credibility and increase visibility.

•

Content Marketing: Invest in a blog focused on travel tips, local experiences, and
destination guides to improve SEO rankings and customer engagement.

•

Retargeting Ads: Implement retargeting ads to capture potential customers who visited the
site but did not complete a booking.

•

platforms. Some of the marketing efforts are outlined below.

Answers

7. Know your competitors (3 marks)
Competitor Analysis: GatherN vs. Airbnb

Competitor: Airbnb (www.airbnb.com)
Airbnb is a global leader in the short-term accommodation marketplace and a direct competitor
to GatherN. The platform allows individuals to list, discover, and book unique accommodations,
ranging from apartments and houses to more unconventional options like treehouses and boats.

Comparison of Features and Functionality

1. User Experience (UX) and Design
o

Airbnb: Airbnb’s website features a clean, minimalist design, which is intuitive
and easy to navigate. The booking process is streamlined, and users can quickly
find what they are looking for. Airbnb also uses a dynamic search feature,
allowing users to filter properties based on various criteria such as price, location,
and amenities. Personalized recommendations are prominently featured, based
on the user’s previous interactions, providing a more customized experience
(Turban et al., 2018).

o

GatherN: While GatherN offers a decent user interface, it lacks some of the
smoothness and user-centered design elements seen on Airbnb’s platform. For
example, the booking process on GatherN could be more streamlined with fewer
steps and better search filters. The visual appeal of the website could be
enhanced by integrating higher-quality images and better-organized content to
improve the overall user experience (Schneider, 2017).

Answers
2. Mobile Experience
o

Airbnb: Airbnb offers a mobile app with seamless functionality, enabling users
to book and manage reservations from their phones. The app also includes
features like real-time booking confirmations and communication tools to
contact hosts directly, enhancing user convenience (Rayport & Jaworski, 2001).

o

GatherN: GatherN does have a mobile-friendly website but lacks the same level
of engagement and ease of use seen on Airbnb’s app. It would benefit from
developing a more robust mobile application to facilitate user interaction,
including real-time booking, user reviews, and messaging with hosts (Dave &
Krishna, 2020).

3. Payment and Security
o

Airbnb: Airbnb uses a variety of payment methods globally, including
credit/debit cards, PayPal, and other local options. It also provides an added layer
of security through its secure payment gateway and host guarantee programs
to build trust (Turban et al., 2018).

o

GatherN: GatherN provides standard payment methods, but it could improve by
offering a wider range of international payment options and integrating
payment security features like two-factor authentication or secure escrow
services for bookings (Schneider, 2017).

What GatherN Can Learn from Airbnb
1. Enhanced Search and Filter Functionality: Airbnb’s robust search filters are a strong
feature. GatherN can improve its website by introducing more granular filters and

Answers
search capabilities, making it easier for users to find specific properties that suit their
needs (Dave & Krishna, 2020).
2. Mobile App Development: A stronger emphasis on developing a native mobile app for
GatherN would help the platform provide a more engaging and convenient experience
for its users, especially for those who prefer booking on-the-go (Rayport & Jaworski,
2001).
3. Customer Trust and Security: Airbnb excels in building customer trust by offering
secure payments and guarantees for both guests and hosts. GatherN should consider
implementing similar safety nets and guarantee policies to enhance user confidence in
the platform (Schneider, 2017).

Conclusion
While GatherN offers a promising platform, learning from Airbnb’s focus on user experience,
mobile engagement, and secure transactions could significantly enhance its competitive edge
in the accommodation marketplace (Turban et al., 2018).

Answers

8. Conclude your report (2 marks)
In conclusion, GatherN has made significant strides in creating an online platform for the peerto-peer accommodation market in Saudi Arabia. However, after analyzing various aspects of its
website, payment and security features, marketing strategies, and user experience, there are
several areas for improvement that could elevate its business and enhance its competitive edge in
the marketplace.

First, enhancing the user experience (UX) by improving the navigation and search
functionality would significantly benefit GatherN’s platform. Incorporating more robust filters
and personalized recommendations, similar to those found on competitors like Airbnb, would
make it easier for users to find relevant properties and experiences (Turban et al., 2018).

Second, the development of a native mobile application is crucial. This would enable users to
have a seamless, on-the-go experience, facilitating real-time bookings and communication with
hosts (Rayport & Jaworski, 2001).

Third, improving payment security by offering additional payment options and integrating
advanced security technologies like two-factor authentication and secure escrow services
would build greater trust with users and improve transaction safety (Schneider, 2017).

Lastly, marketing efforts should be strengthened with a more targeted approach, leveraging
social media and email marketing to reach potential users more effectively. Additionally,

Answers
expanding partnerships with local businesses and event organizers could open new avenues for
growth and increase user acquisition (Laudon & Traver, 2018).

Overall Recommendation: GatherN should focus on improving the user interface, enhancing
mobile engagement, strengthening payment security, and refining marketing strategies to
better serve its audience and stay competitive in the growing online accommodation industry.
These enhancements will likely contribute to greater user satisfaction, higher retention rates, and
increased revenue.

Answers

9. References
Diaa, Mahmoud (July 12, 2020) The Saudi Ministry of Tourism licenses the rental of
private holiday homes through the GatherInn platform for the first time in the Kingdom Tech World

Chaves, Zoe (September 11, 2013). “Introducing Settle Up With Splitwise And
Venmo”. The Splitwise Blog. Retrieved July 22, 2024.

•

GatherN. (n.d.). Our mission. GatherN. Retrieved April 12, 2023, from
/faqs/customer

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GatherN. (n.d.). Frequently asked questions. GatherN. Retrieved April 12, 2023, from
/faqs/customer

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Chaffey, D. (2015). Digital marketing: Strategy, implementation, and practice (6th ed.).
Pearson Education.

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Laudon, K. C., & Traver, C. G. (2018). E-commerce: Business, technology, society (13th
ed.). Pearson Education.

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Turban, E., King, D., Lee, J. K., & Chung, H. M. (2018). Electronic commerce 2018: A
managerial and social networks perspective (10th ed.). Springer.

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Schneider, G. P. (2017). Electronic commerce (12th ed.). Cengage Learning.

Answers
•

Dave, D., & Krishna, M. (2020). Digital business: E-commerce in a digital economy
(1st ed.). Oxford University Press.

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Rayport, J. F., & Jaworski, B. J. (2001). Introduction to e-commerce. McGraw-Hill.

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