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Andrew Smith
 

Andrew Smith

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  • E-commerce has a bad reputation in South Africa.So much negativity, except for the people who actually use it.Do you shop online?Most South Africans don’t.
  • And yet in a survey we did, only 5% of people said they would never.Why aren’t 95% of South African’s shopping online?Many reasons, but one is how South African e-commerce sites are developed.Start-up, or a big company decides to build an online store. Who do they turn to?
  • These guysThis is me.The IT departmentthe guy who fixes their computersloves playing with technology and expects everyone to know as much as him.
  • Your nephew.The result is…
  • Can you imagine a Pick n Pay shop front looking like this?Where are the products?They have highly qualified merchandisers, marketers, sales people, but it looks like they were all ignored by the programmers.
  • Where's the milk?Has anyone sat with a real-life customer and watched them use the site?That’s not something techies do very often.
  • This is what you end up with.It feels like it should be working, but it’s not.No customers, and no selling.
  • Now this page was designed by salespeople and marketers.The products are the hero (not the log-in form).Benefits clearly spelt out (fast, half the price)The problem is our hang-ups as to what e-commerce really is.
  • Wrong!At it's simplest, I define it as a \"Sales pitch with a contact method“It’s often simpler to start without these 2 elephants (credit card, shopping cart) and focus on the rest
  • An example. no shopping cart, no registration, nothing that can go wrong.You enter your details and say how many CDs you want.She does have credit card facilities online, but even that is voluntary.
  • To show that technology is the least of your worries
  • when starting an online store technology is not the primary obstacle.For more complex sites you have a few options.
  • This is one of our companies, Yuppiechef3 years selling kitchen tools.We’ve learnt that
  • What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
  • What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
  • What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
  • What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
  • What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
  • What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
  • What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
  • What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
  • What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
  • What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
  • What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)

Andrew Smith Andrew Smith Presentation Transcript

  • E-commerce is not about Technology By Andrew Smith Live Alchemy Silver Sponsors
  • “I don't really shop online, too afraid the purchased items won't get to me” Nicole “Would love to do online shopping, but too many online scammers around!” Anonymous “I'm always worried about credit card scams. All it takes is one mistake and they got you.” Tony
  • Would never shop online (5%) Would shop online (95%)
  • What comes to mind?
  • www.wufoo.com
  • www.yuppiechef.co.za
  • Hard to Find
  • Hard to Find Trusted Brand
  • Hard to Find Trusted Brand Easy to Deliver
  • Credibility
  • Credibility Word of Mouth
  • Credibility Word of Mouth Community
  • Real People
  • Real People In Touch
  • Real People In Touch Full Time
  • LiveAlchemy.com andrew@livealchemy.com Twitter.com/sqroot Yuppiechef.co.za Silver Sponsors