Understanding the eCommerce Opportunity
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Transcript of Understanding the eCommerce Opportunity
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Understanding the eCommerceOpportunity
Hayden SutherlandOctober 2013
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IntroductionWho am I ? Hayden Sutherland
Founder and lead consultant at Ideal Interface
A strategic digital and eCommerce consultancy
Based in Glasgow
Twitter: @haydens30Blog: http://press20.blogspot.co.uk
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IntroductionSome of our clients
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The Digital EconomyThink Big. Think Global • Two billion people are now connected to the
Internet.
• Almost $8 trillion changes hands each year through eCommerce.
• In some developed markets, about two-thirds of all businesses have a Web presence of some kind and one-third of small & medium-sized businesses extensively use Web technologies.
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eCommerceDefinition time • Definitions of what eCommerce actually is differ.
• “The buying and selling of products or services conducted over electronic systems such as the Internet (and other computer networks)” Wikipedia
• It’s not just…• B2C: Business to Consumer• B2B: Business to Business• And.. System to System
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Population & Internet Penetration
Population2012
Penetration2012
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Population & Internet Penetration
Population2012
Penetration2012
North America80% penetration
281M online users
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Population & Internet Penetration
Population2012
Penetration2012 South America & Caribbean
40% penetration244M online users
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Population & Internet Penetration
Population2012
Penetration2012
Middle East & Africa20% penetration
263M online users
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Population & Internet Penetration
cPopulation2012
Penetration2012
Europe62% penetration
503M online users
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Population & Internet Penetration
Population2012
Penetration2012
Asia & Oceania29% penetration
1,133M online users
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Online SpendUK
$49 BillionGermany
$32 Billion
Japan$64 Billion
China$169 Billion
India$1.6 Billion
Argentina$1.9 Billion
Brazil$12 Billion
Mexico$1.7 BillionUSA
$226 Billion
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eCommerceAdoptionPath
EmailSocial Networks
Online BankingTravel
Online retailTech & Books
Online retailFashion & Food
Phase 1 Phase 2 Phase 3 Phase 4
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eCommerceAdoptionPath
Phase 1 Phase 2 Phase 3 Phase 4
Indonesia
India
Brazil
UK
USA
China
Markets are maturing
EmailSocial Networks
Online BankingTravel
Online retailTech & Books
Online retailFashion & Food
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But forget about International eCommerce…
… if you can’t get the basics right at home first
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• Merchandising & catalogue management• Payment & security• Fulfilment & returns• Customer Service• Marketing• User Experience & conversion optimisation• Analytics
The basics
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• Stand up please• Stay standing if you currently have an
eCommerce site• Stay standing if you are using web analytics• Stay standing if you use it to get regular
KPI’s (visits)• Stay standing if you have ‘goals’ set up on
your site• Stay standing if you are measuring
eCommerce values• All of this is free!
Analytics
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• It’s not just about replicating your shop or catalogue
• You have less physical and product restrictions online
• Combine different approaches to find what works
• It’s far easier to test & learn online
New modelsNew markets
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eCommerceIsn’t just for the big boysBiccies.com
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eCommerceIsn’t just for the big boysBiccies.com
• Started by a local cake shop owner• Identified an opportunity for biscuits as
presents and corporate gifts• Uses postal service for fulfilment• Opportunity to franchise & scale the business
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eCommerce:The ability to create a businessaskherfriends.com
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eCommerce:The ability to create a businessaskherfriends.com
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• Combines eCommerce with Social Media & email
• Builds up recommendations from friends & family
• Doesn’t actually transact online, acts as an affiliate
eCommerce:The ability to create a businessaskherfriends.com
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eCommerce:The ability to transform an industryuber.com
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eCommerce:The ability to transform an industryuber.com
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• Disrupting the taxi market in 20+ cities worldwide
• Combines location-based app & eCommerce• Uses familiar (Amazon.com) features:
• Cashless payments (billed to credit card)• Ability to ‘rate your driver’
• Founded in 2009• Now currently valued at $3bn+
eCommerce:The ability to transform an industryuber.com
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• There is still a huge opportunity• The UK is one of the most mature markets• Consider the local vs. international opportunity• Measure everything• Online practices don’t have to replicate offline• Make £Billions!
In Short
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© Ideal Interface Ltd
My Contact Details• Hayden Sutherland
• [email protected]• www.idealinterface.co.uk
• @haydens30• 0780 1341955