What are the success factors in big e-Commerce companies? Didi you know that 85% of online shoppers start a purchase on one device and finish on another?

1. 10+ tips on how to improve your sales results in 7
days
Tom Karwatka

2. What are the success factors in big e-Commerce companies?
150 000 000
in a year after
Implementation
4 times higher growth
of online sales
more than 2 mln
users per month

3. Only the direct involvement of the Board can implement
the Omnichannel strategy
85% of online shoppers start a purchase on one
device and finish on another.
Vlad Zachary, Director Omni-Channel Commerce at Upshot Commerce

4. Only the direct involvement of the Board can implement
the Omnichannel strategy
£81.00 £83.00
£93.00
£126.00
£99.00
£118.00
£0.00
£20.00
£40.00
£60.00
£80.00
£100.00
£120.00
£140.00
online research
and online
shopping
offline online offline + research
during the
shopping
offline + research
online BEFORE the
shopping
ROPO
OMNICHANNEL AND ORDER VALUE
The omnichannel opportunity. Unlocking the power of the connected consumer, Deloitte, 2014

5. Start talking with the Board!
• Conferences
• Reference visit
• Your expectations:
– consistent pricing, orders and returns policy
– all ground points in a coherent strategy
– systems integration
– marking points
– crew training

6. Quick Wins
Game Changers
Worth considering!
E-Commerce Trends for 2015
• Cross-border B2C
• Mobile
• Automated Pricing Optimization
• Omnichannel
• Big Buying Days
• Free Shipping
• New Customer
Aquisition Models
Maturity / ROI
Potential
impact
on
market
• Next-day delivery
• In-store Pickup
• Free Returns
• Own Brands
• Wearables
• Social Commerce
• Content Marketing
• Mobile-First Marketing
• Programmatic Ad Buying
and Marketing Auto
• Digital Content
• mPayments
• Bitcoin
• Security
• Magento
• hybris
• Beacon Technology
• Machine-learning Services
• 3D printing
• New Business Models

7. Delivery
• Amazon Prime Now – 1-hour delivery in NY
• Uber and Lyft, Postmates – fast deliveries network
• Warehouses of e-Commerce companies are closer to the city center
• Reverse direction – the longer you wait, the better price you get
TODO
• Free delivery
• Free and reliable returns
• Click&collect
• Next day delivery
Where:
in-store pickup
post office of my choice
office
home
parcel locker
How
gift wrapped
sprayed with perfume
embossed,
Engraved
When
same day
next day
deferred delivery
rerouting

8. eMail Marketing
• E-mail marketing? Yes, yes!
• Mailing - better quality, more often, personalized
• You can almost always send more mailings than you
think 
Case study: divante.co

9. Promotional events
• Cyber Monday, Black Friday, Super
Saturday, Small Business Saturday,
Green Monday, Singles Day, … + holiday
season comes earlier and earlier
• Cyber Monday sales grow 30% year by
year
• Cyber Monday turns into Cyber Week
• 70% of deliveries in USA are free during
holiday season
Christmas Day ’14: IBM Benchmark Live
• Average order value was $100.33, up
6.2% from a year earlier.
• Smartphones accounted for 40.6% of
online traffic and tablets 15.9%.
• Tablets accounted for 18.4% of online
sales and smartphones 16.3%.
• Computers accounted for 42.6% of
online traffic, and 65.2% of online sales.
• Consumers spent 21.4% more on
average when shopping on their
desktops.
• The conversion rate was 4.56% on
computers and 2.15% on mobile
devices.

10. Owned media
• Encouraging customers to sign up
for a newsletter, social-media.
• Free access to customers.
• Prize system is worth
implementing.

11. UX
• Texts on the page – everything from the names of the categories to the
product descriptions and FAQ.
• Without involving the IT department.
• Boost for navigation – browser and product recommendations.
• Each of these mechanisms can make the 10% of sales, improving UX
significantly.
• With some providers, you can arrange a success-fee model.

12. Customer service
• Customer service – whether it’s not losing threads
and corresponds to the assumed SLA?
• Good to add sales mechanisms (email, phone,
chat) to talk with customers.
Integracja z CRM
Sending client’s data
Downloading client’s data
Cart synchronization (price)
Cart downloading
Cart reservation
Sending orders
Sending RFPs
Downloading offers for a customer
Downloading product price
Downloading product price for a
customer
Downloading invoices data and
invoices in pdf
Downloading order’s history
Downloading order’s data

13. Mobile
• Mobile users watch more video now.
• Mobilne transactions grow 42% year-on-year.
• Mobile market in USA has grown 19 times during
the last 4 years
• 36.9% of eCommerce visits come from mobile.
• eMail marketing generates 26,7% of sales in
mobile.
• All for mobile?
• App or mobile version of your website?
• Responsive Web Design
Looking at data from over 100,000
ecommerce stores that use the
Shopify platform, we saw 50.3% of
traffic coming from mobile (40.3%
from mobile phones, 10% from
tablets) and just 49.7% from
computers.
Tobi Lütke
Founder, CEO, Shopify

14. Digital Content
• Music – 39% of incomes
• News – increasing amount of business models
• Games – Free2Play (also PS4, Xbox One), mobile
revenues will exceed revenues of consoles in 2015
• VOD – further growth of 17% year on year
• eBooks – 40% of Kindle incomes from self
publishing
• Digital content as:
– business starter (blog, newsletter, ebooks)
– subscriber base builder
– added value

15. Dziękuję za uwagę
Tomek Karwatka
tkarwatka@divante.pl