E-Commerce in Belgium,

latest trends and precious tips

Carine Moitier, Expert Consultant e-Commerce Co-

Founder Bivolino.com

www.cmoitier.com

E-Commerce Forum Meridien Brussels - 30.09.08

The Retail Trend

The E-Com Market

Top 10 Lessons…

out of 10 years experience

Retail shifts from a Hit-driven to a Niche economy-source The Long Tail Chris Anderson

Webtechnology is turning Mass Markets based on Hits

into millions of Niches by combining infinite cheap shelfspace

with real-time info, buying trends & public opinion.

The Future of the Business Is Selling Less of More-source The Long Tail Chris Anderson

‘One-stop-Shopping’ Brick & Mortar and Catalogs Retailers will have to (are) extend(ing) their hit-driven business with a varietyof online Niche offerings eiher physical or digital, MtStock or MtOrder.

Custom Clothing = The Long Tail of Fashion-source The Long Tail Chris Anderson

Filters & recommandation technology will guide the customer

from “one-size-fits-all bestsellers clothing” up to the high variety

choice in custom clothing.

Worldwide 875 mio consumers shop online - Source Nielsen 12/07

More than 85% of the world’s population with an Internet connection has already bought something online.

De online worldwide shopping market has grown for more than 40% for the last 2 years.

Books are the most popular (41%)

Clothing/Accessories/Shoes (36%)

Video’s /dvd’s/games (24%)

Flights (24%)

Electronics (23%)

Belgian e-Commerce Market figures - Source BeCommerce 05/08

2005 : 339mio €

2006 : 675 mio€ +99%

2007 : 989 mio€ +46%

2008 : 1236 mio € +25% expectations

A mature market were the whole belgian population is represented.

Belgian e-Shops figures - Source BeCommerce 05/08

2007 : 2100

2008 : 3100 +48% expected

+80 e-shops per month

+ 4 e-shops every working day

++ TOP 10 Lessons… out of 10 years experience

Lesson #1

THINK BIG,STAR T SMALL &STAY FOCUSED.

Lesson #2

e-COMMERCE SHOULD BE IN THE HEARTH & SOUL OF YOUR COMPANY’s CULTURE & VISION.

Lesson #3

THE e-COMMERCE BUSINESS IS NOT JUST

ANOTHER CHANNEL.

Lesson #4

THE e-COMMERCE BUSINESS IS BUILT ON REPEAT CUSTOMERS.

Customers come…

Customers come back…• on any given day, 75% of purchases from returning customers• repeat customers order> 2.5x in the next 12 months.

Customers come back, order more and more often…• repeat customers have higher average order size• 111,98€ - first time customer in Q108• 143,22€ - returning customers in Q108

Lesson #5

WORD OF MOUTH REALLY WORKS ONLINE.

Consumers are the New Authorities

Then

“Turns out the contaminated wheat gluten that has

sickened and killed so many cats and dogs recently

has ended up in quite a few brand names. I finally

found a complete list of the affected brands here. I

feed my cats --- dry food, and fortunately the dry

food was not on the list. The --- wet is, though. Don't

assume that your brand is safe. Check the list!”

- stynes.blogspot.com, 04/05/07

Now

Lesson #6

CREATE REAL VALUE,DO NOT COMPETE ON PRICE.

Lesson #7

MAKE SURE YOUR INVENTORY WEB SITE IS 100% ACCURATE.

Lesson #8

CENTRALLY LOCATE YOUR DISTRIBUTION.

Lesson #9

CUSTOMER SERVICE IS AN INVESTMENT.

(NOT AN EXPENSE)

What customers first see• 24/7 1-800 number on every page• free fast shipping• free return policy

What customers experience• fast & accurate fulfillment • friendly, helpful « above & beyond » customer service• a personal handwritten complement card

What to do internally• no call times • no sales-based performance goal for reps• 5-week customer service & culture training

Lesson #10

DON’T BE SECRETIVE. DON’T WORRY ABOUT COMPETITORS.

JUST DO IT!

THANK YOU !

info@cmoitier.com www.cmoitier.com