eretail12 - Jorij Abraham - ecommerce foundation
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  • 1. Introducing The eCommerce BenchmarkAmsterdam, 8th of March 2012 Jorij Abraham
  • 2. Introducing the eCommerce BenchmarkAgenda› Why the eCommerce Benchmark?› What is the eCommerce Benchmark?› Some preliminary results?› What’s in it for you?
  • 3. Why the eCommerce Benchmark?Getting insights into your eCommerce Performance…
  • 4. Introducing the eCommerce BenchmarkWho am I….
  • 5. Introducing the eCommerce BenchmarkHow am I doing? Page views Growth strategy Email base Open ratio Conversion Ratio CPS HTML 5 Order lines Order value Order lines Facebook shop PSP Calls handled Abandonment Fulfilment costs CTR ICT Sourcing FTE % Returns Tablets Pickup ratio Mobile commerce # Product managers Online share ICT budget Internationalization Bounces Order lines Content costs© eCommerce Foundation | Page 5
  • 6. What is the eCommerce Benchmark?A Mirror to Compare your Company‘s eCommerce Performance
  • 7. Introducing the eCommerce BenchmarkWhat is the eCommerce Benchmark? We are growing faster than the market. My PSP cost per order are much lower than average. Financial (4,6) Perspective Our conversion ratio is slightly above industry average. Our e-commerce department is relatively small Total Channels Total Internal (4,4) Perspective 3.5 Benchmark (2,9) Perspective Our average order value is market average Our competitors have SEA/SEO experts in house. Should we too? Innovation (2,2) Perspective We are behind in mobile payment. Everybody is focusing on product loyalty management, why aren’t we?© eCommerce Foundation | Page 7
  • 8. Introducing the eCommerce BenchmarkHow can the Benchmark help You? We should strive for a CPC of € 0.16 or lower. We should hire a SEA Set targets: expert like the others. Where should I be? We should create a Create a roadmap: competitive advantage How do I get there? out of our fulfillment costs. Our average CPC of € 0.21 for traffic is Let’s increase our much higher than fulfillment scale further. average. Compare: Where am I now? Our fulfillment cost per order of € 4.25 is better than average. © eCommerce Foundation | Page 8
  • 9. Introducing the eCommerce BenchmarkThe eCommerce Foundation: The eCommerce Foundation is a non-profit organization created with the intent to help both companies as well as whole industries improve their e-commerce activities, by sponsoring research studies, facilitating knowledge sharing and supporting benchmarking efforts. The eCommerce Benchmark is our first initiative and is being rolled out globally. The eCommerce Foundation is committed to protecting any data and/or personal information submitted to the eCommerce Benchmark. It guarantees the anonymity of all figures provided, and also that these will not in any case be disclosed to others including sponsors, media partners, etcetera.© eCommerce Foundation | Page 10
  • 10. Introducing the eCommerce BenchmarkOur Partners Business Partners Media Partners Industry Organizations Participants* * All participants shown in this presentation have given the eCommerce Foundation explicit authorization to display their logos
  • 11. Who is Participating?Preliminary Results
  • 12. Who is Participating?Participation by Country 248 250 200 150 99 100 59 46 50 36 23 12 9 9 7 6 6 0 N = 560© eCommerce Foundation | Page 16
  • 13. Who is Participating?Participation by Company Size 300 250 200 150 100 50 0 1 to 10 FTE 11 to 25 FTE 25 to 100 FTE 100 to 250 FTE 250 to 1000 FTE 1000+ FTE Unspecified N = 560.© eCommerce Foundation | Page 17
  • 14. Who is Participating? Participation by Industry 400 350 300 250 200 150 100 50 0 Finance Production Retail Travel & Leisure Wholesale Unknown N = 560 © eCommerce Foundation | Page 18
  • 15. Who is Participating?Participation within the Retail Industry 120 101 100 94 80 60 58 40 36 22 20 20 13 14 0 Department stores Electronics- Fashion Food Home & garden Media (books, Specialty stores Unspecified DVD, CD, Games)© eCommerce Foundation | Page 19
  • 16. Who is Participating?Participation by Retail Sub-Industry 35 30 25 20 15 10 5 0© eCommerce Foundation | Page 20
  • 17. Channel PerspectivePreliminary Results
  • 18. Channel Perspective Traffic Sources100 Search Engine - Organic 90 Search Engine - Paid 80 Referrals - Other Paid 70 Referrals - Non Paid 60 Referrals - Email 50 Newsletter 40 Referrals - Affiliates 30 Referrals - cps 20 Referrals - cpc 10 Direct 0 … © eCommerce Foundation | Page 22
  • 19. Channel PerspectiveTraffic Sources Referrals - cpc, 3% Referrals - cps, 1% Search Engine - Paid, 21% Direct, 22% Referrals - Affiliates, 4% Referrals - Email Newsletter, 6% Search Engine - Organic, 37% Referrals - Non Paid, 4% Referrals - Other Paid, 2%© eCommerce Foundation | Page 23
  • 20. Channel Perspective Average number of Page Views per Visitor250200150100 Fashion: 7.8 Home & Garden: 8.1 Specialty Stores: 11.9 50 0 0 <5 <10 <15 <20 <25 <30 <35 <40 <50 >50 unspecified © eCommerce Foundation | Page 24
  • 21. Channel PerspectiveShopping Card Abandonment Rate (Retail)302520 <10% 11 to 20%15 21 to 30% 31 to 40% 41 to 50%10 >50% 5 0 Shopping Cart Abandon Rate Retail (categories) Average Abandonment Rate in the Retail industry is 41.7%. Fashion: 49.5%. Home & Garden: 32.3%. Specialty Stores: 35.2%.© eCommerce Foundation | Page 25
  • 22. Channel PerspectiveConversion Ratio per Retail Sub-Industry 10.0% 9.0% 8.0% 7.0% 6.0% 5.1% 5.0% 4.2% 4.0% 3.3% 3.0% 2.0% 1.5% 1.0% 0.7% 0.4% 0.1% 0.0% Department stores Electronics Fashion Food Home & garden Media (books, DVD, Specialty stores CD, Games) N = 358.© eCommerce Foundation | Page 26
  • 23. Channel PerspectiveEmail Open and Click Through Ratio Frequency201510 5 Email Click Through % Email Open % 0 5 10 15 20 25 30 35 40 45 50 Percentage Average Click Through Ratio in the Retail industry is 14.89%© eCommerce Foundation | Page 27 Email Open Ratio is 28.68%.
  • 24. Channel PerspectiveThe Ideal Emailing Frequency… N = 79 Email Frequency Once every three More than once a Differs per customer Email Open ratio Not / rarely Once a month weeks Bi-weekly Once a week week (segment) Unspecified 0 4 1 1 1 3 1 10 2 1 1 3 14 1 1 14.5 1 15 1 1 1 17 1 1 18 1 19.29 1 20 1 2 1 2 1 4 21.8 1 22 2 23 1 24 1 25 5 1 2 26 1 28 1 30 1 1 1 1 33 1 2 34.93 1 35 2 1 1 36 1 40 1 2 1 1 43 1 1 45 1 52 1 60 1 1 1 1 67 1 71 1 75 1© eCommerce Foundation | Page 28
  • 25. Organization PerspectivePreliminary Results
  • 26. Organization PerspectiveSize of the eCommerce Team 25 Frequency 20 15 10 5 0 <1 FTE 1 FTE 2 to 10 FTE 10 to 25 FTE 25 tot 50 FTE >100 FTE N = 68. Average E-commerce Team = 7,43 FTE© eCommerce Foundation | Page 30
  • 27. Organization PerspectiveHow is eCommerce Organized? 55 45 35 25 15 5 Completely centralized Completely decentralized Mainly centralized Mainly decentralized Mixed / hybrid Other -5© eCommerce Foundation | Page 31
  • 28. Organization PerspectiveWhere is eCommerce Placed? 40 35 30 25 20 15 10 5 0 Differs across the ICT Is an independent Logistics Marketing Sales Other organisation unit© eCommerce Foundation | Page 32
  • 29. Financial PerspectivePreliminary Results
  • 30. Financial PerspectiveWeb Order Value per Sub-Industry 10 9 8 7 6 Fashion 5 Specialty stores 4 3 2 1 0 <50 50 to 100 100 to 150 150 to 200 200 to 250 250-300 Average Web Order Value in Fashion is € 98,-. For Specialty Stores: € 44.10.© eCommerce Foundation | Page 34
  • 31. Financial PerspectiveOrder Mutation Ratio 25 20 15 10 5 0 <5 5 6 to 10 11 to 20 21 to 30 31 to 40 Average Mutation Ratio in Fashion is 2.8%. Specialty Stores: 3.4%. B2B companies have far higher Order Mutation Ratio’s.© eCommerce Foundation | Page 35
  • 32. Financial PerspectiveOrder Return Ratio 35 30 25 20 15 10 5 0 <10% 10 to 20% 21 to 30% 31 to 40% >50% Average Return Ratio in Fashion is 20.6%. Specialty Stores: 12.6%.© eCommerce Foundation | Page 36
  • 33. Number of Order Lines141210 8 Home & garden 6 Fashion Specialty stores 4 2 0 <2 2 3 4 5 >5 Average Number of Order Lines Fashion is 2.0.© eCommerce Foundation | Page 37 Specialty Stores: 2.9. Home & Garden: 2.5.
  • 34. Financial PerspectiveMarketing budget spend on Online 100% 90% 80% 70% 60% Production eRetail 50% Retail 40% Travel & Leisure Wholesale 30% 20% 10% 0% % marketing budget for promition website© eCommerce Foundation | Page 38
  • 35. We are Just Starting…Please Join for Free & Anonomously
  • 36. We are Just StartingJoin 250 other Companies! Just register at www.ecommercebenchmark.org Financials (9,6) Customer Total Internal (8,9) 7.3 (5,9) Get Fill in the immediate questionnaire results Innovation (4,8) Receive an email when new entries are made And get your Anonymous and Free Benchmark© eCommerce Foundation | Page 40
  • 37. Introducing the eCommerce BenchmarkInterested? Questions? Please Contact Us! Jorij Abraham Board Member Jorij.Abraham@eCommerceFoundation.org +31 6 5234 2568 Benoit Mouret Research Manager Benoit.Mouret@eCommerceFoundation.org +31 6 2437 5762© eCommerce Foundation | Page 41