This document discusses the impacts of e-channels and e-commerce on businesses. It provides figures on the growth of e-commerce markets and mobile commerce. It outlines advantages like competitive prices and challenges like trust issues. It discusses solutions like shopping cart software and logistics options. It provides best practices around conversion rates and optimization. It also covers trends like the integration of online and offline shopping and personalized retail experiences.

1. E-Channels & E-Commerce
-
Impacts on your Business ?
EMMA - September 2012

2. Agenda
• Figures
• Advantages & Challenges
• Solutions
• Best Practices
• Trends

3. Figures

4. Ecommerce Market
Source : Econsultancy

5. Why to buy online?
Source : Econsultancy

6. Source : Econsultancy

7. M-commerce?
Source : Econsultancy

8. Mobile sales
Source : Econsultancy

9. Mobile Payments

10. Europe
Source : Econsultancy

11. 93%
of buyers search for product /
service information before shopping
Source: GroupM (10/11)

12. Online Sales Revenue vs.
Total Retail Sales Revenue
10%
90%
Bricks & Mortar Online
Source: GroupM (10/11)

13. Online Sales is not
the holy grail
Source: Forrester Research Web-Influenced Retail Sales, Forecast (12/09)

14. But ...

15. 1.1
Bio
€
in
sales
were
generated
on
the
Belgian
web
in
2011
Source
:
Ogone,
2012

16. 73%
of
the
revenue
is
made
from
Belgium
to
Belgium
Source
:
BeCommerce
2011

17. 52%
of
Belgian
popula?on
has
already
purchased
online
Source
:
Comeos,
2012

18. 41,000+
websites
allow
to
order
in
Belgium
Source
:
Comeos,
2012

19. 3%
market
share
:
ecommerce
vs.
retail
Source
:
Comeos,
2012

20. 85
€
is
the
average
Belgian
transac?on
value
Source
:
Comeos,
2012

21. 163
€
is
the
average
amount
the
Belgian
shopper
spends
online
on
a
monthly
basis
Source
:
Comeos,
2012

22. Who
?
Source
:
Comeos,
2012

23. Why not ?
Source : Comeos, 2011

24. Last month spending
Source : Comeos, 2012

25. Average basket / sector
Source : Comeos, 2012

26. Payment
method
&
Shipping
Source
:
Comeos,
2012

27. Purchases
Source : Comeos, 2012

28. Frequency / Volume
(actual)
Source : Comeos, 2012

29. Frequency / Volume
(future)
Source : Comeos, 2012

30. New technologies?
Source : Comeos, 2012

31. Top shopping sites in
Belgium

32. Advantages & Challenges

33. Advantages of ecommerce
Shopper Retailer
• New channel / market
• Competitive Prices
• Sales increase
• Search tools / Info
• Lower cost of sales
• Home delivery
• Higher margins
• Shopping XP (content, video)
• Large spectrum (niche / catalogue)
• Legal protection
• Stock flexibility
• Relationship
• Relationship
• Immediacy (-)
• Cash flow
• Intimacy / Privacy
• Affordable make-over / agility

34. Challenges of ecommerce
Shopper Retailer
• Price war
• Immediate satisfaction differed • Traffic generation
• Only 2 senses activated (on 5) • Legal aspects
• Trust • Lost & Return
• Support • Technical aspects
• User Experience • Floor / Field management
• Cold contact • New
• Logistics

35. What’s your view ?

36. Solutions

37. Shopping Cart Software
Install
Niche Catalog
SaaS
Google trends Review

38. Logistics
Global
SOHO LC
Local

39. Full Service
Global
Brand Network
Local

40. Best Practices

41. Ingredients

42. Basic toolbox

43. Holy Graal :
conversion rate
Source : Econsultancy

44. Cart abandonment rate
Source : Converteo, 2011

45. Abandonment reasons
Source : Converteo, 2011

46. Op?mizing
the
Conversion
Funnel
• Cart
page
• Account
iden?fica?on
&
crea?on
White
Paper
• Delivery
selec?on
Converteo
• Payment
method
• Alternate
means
• Measurement
Source
:
Converteo,
2011

47. Simplified purchasing
funnel
Source : Converteo, 2011

48. Optimization keys
• A strong value proposition is key
• Best practices in sync with the business
• Coherence along the line
• Be transparent and informative
• Step by step to understand granular changes
• A/B split or Multi-variate testing allows objectivity
Source : Converteo, 2011

49. Belgian
examples

50. Top
examples

51. Trends
51

52. Online + Offline = One
Life

53. ROPO ?
Source : http://www.artmail-conseil.com/

54. P&G’s
‘virtual
wall’
Source
:
McKinsey
Quarterly

55. Source
:
PSFK
Future
of
Retail

56. Source
:
PSFK
Future
of
Retail

57. Source
:
PSFK
Future
of
Retail

58. Source
:
PSFK
Future
of
Retail

59. Source
:
PSFK
Future
of
Retail

60. Source
:
PSFK
Future
of
Retail

61. Source
:
PSFK
Future
of
Retail

62. Source
:
PSFK
Future
of
Retail

63. Conclusions

64. 10
lessons
of
Carine
Moi?er
1. Think
Big,
Start
Small,
Stay
6. Create
real
value,
Do
not
Focused compete
on
price
2. E-­‐commerce
should
be
in
the
7. Make
sure
your
inventory
is
heart
&
soul
of
your
100%
accurate
company’s
culture
&
vision 8. Centrally
locate
your
3. E-­‐commerce
business
is
not
distribu?on
just
another
channel 9. Customer
service
is
an
4. E-­‐commerce
business
is
built
investment
(not
an
expense)
on
repeat
customers 10.Don’t
be
secre?ve.
Don’t
5. Word-­‐of-­‐mouth
works worry
about
your
compe?tors.
Just
do
it
!
Co-­‐founder
Bivolino.com
Source
:
hdp://www.slideshare.net/cmoi?er

65. Thank you
dh@theafter.be