E-commerce transfrontalier : comment contourner les obstacles et les transformer en success stories ?


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Anabelle Kinet, Sales & Marketingmanager PFSweb Europe

Comment contourner les obstacles de l’e-commerce transfrontière pour tous les services nécessaires à son développement : plateforme e-commerce, marketing online, logistique et distribution, intégration des systèmes, support client, fraude et paiements en ligne ? Expériences clients…

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E-commerce transfrontalier : comment contourner les obstacles et les transformer en success stories ?

  1. 1. PFSweb’s End2EndeCommerce® SolutionsDos and dontsfor cross-bordere-commercesolutionsPFSweb - Booth S30 ® 2012 PFSweb Europe │ www.pfswebeurope.com
  2. 2. e-Commerce Iceberg Concept Emotions Telling Stories User experience Brand Communications Web platforms Legal Warehouse Order Management VAT IT Systems TransportationExcise Replenishments Custom boxes Gift wrapping 3rd Party IntegrationFraud Management Customer Service Payment Processing
  3. 3. SPOB / Full service end2end e-commerce solutions
  4. 4. Who knows PFSweb?
  5. 5. But what about these brands?
  6. 6. Internal slide• We are behind all these brands but it is never an easy process and it didn’t happen « en un claquement de doigt »• That is what we want to share with you because this is through these learnings that we are so succesfull today
  7. 7. E-commerce Sales in Europe vs. USE-commerce Sales from 2008 to 2012 Since 2008 there has been a quicker increase in the EU e-commerce sales than in the US Between 2008 and 2011, the annual average gross rate was 10.3% in the US compared with 18.6% in Europe
  8. 8. E-commerce Sales in EuropeOnline Sales 2010 - 2011
  9. 9. 10 Attention points1. E-commerce platform 6. Fulfillment2. Legal 7. Transportation & Returns3. IT/system Integration 8. Customer Care4. Fraud 9. IMS5. Online Payments 10. What’s next ?
  10. 10. 1. E-commerce Platform- US Inhouse: « home made »- US as a vendor?- SME versus Enterprise?- Pan European / Localization- GlobalAn e-Commerceplatform needs tocomply with internationalneeds & requirements
  11. 11. 2. Legal (1)There are simple things that need to be covered whenrunning an (international) e-shop. For example:- Terms and Conditions- Visibility on delivery options & returns- Period of withdrawal- Privacy & Safe harbor- Consumer protection law EU versus US- EU regulation vs. domestic execution- Next: cookies??
  12. 12. 2. Legal (2)And other specifications:- Regulation around product characteristics- Age verification- Hazmat- VAT rates for babies vs. other products- Invoicing requirements (Seq. Numbering / country)
  13. 13. Internal slide IT- At the beginning company wanted to do everything internally includin the e-commerce platform (front-end) > They developed e-shops independent from the rest, not connected, not organized and dedicated for online sales and not B2C
  14. 14. 3. IT / systems integration- Batch vs. real time APIs- Front office to back vs. back to back- Customization vs. standard integration- One partner vs. multiple partners- Filters…!
  15. 15. 4. Fraud% Revenue Lost to Online Fraud Source CyberSource- Now we are using a combination of tools from payment service providers & internal tools that reduce drastically the number of fraud
  16. 16. Internal slide Online Payments- US payment provider- Various payment methods to have a higher % of online sales-> By offering the credit cards only (VISA, Mastercard, AMEX) you can loose ahigh % of sales- On the contrary, adding a payment method like ELV can be dangerousbecause it is a direct debit card with higher associated risk.
  17. 17. 5. Online Payments- US payment provider versus European- Activation based vs. Development- Various payment methods vs. risk
  18. 18. Example: O’Neill available payment methods in 2011 BE, GB AT, DE NL BE, GB AT, BE, DK, DE, FR, IT, NL, SP & UK AT, BE, DK, DE, FR, IT, NL, SP & UK AT, BE, DK, DE, FR, IT, NL, SP & UK
  19. 19. Example: O’Neill payment methods in Germany- End 2009 : Introduction of a new payment method Bankwiring- 2009 – 2010 : Increasing of orders volume (+108%)
  20. 20. 1. Online Payments5. Online Payments- You can offer a lot of payment methods / country but you need to choose the right ones, not all are required- By offering credit cards only (VISA, Mastercard, AMEX) you will miss for sure revenue opportunities- On the contrary, adding a payment method like ELV can be dangerous because it is a direct debit card with higher associated risk- Some payment methods also require more manual work on the back-office- Conversion : A-B testing
  21. 21. 6. Fulfillment- Standard pick-pack-ship operations vs. highly customized online buying experience (engraving, special wrapping, gift card message)-Same experience as in retail (increased expectations by both consumer and brand)-“Hiding of brands on the outside”
  22. 22. 7. Transportation & Returns- B2B vs. B2C- Customer expectations by country (door-to-door, postal, drop point, time window delivery)- Cost- Lead time- Pricing strategy- Isolated destinations (remote areas) linked to business industry- Cost of returns ( it is all about convenience!)
  23. 23. 8. Customer Contact Center- Very high expectations from luxury sector companies- Opening hours- Special languages- Dedicated vs. Shared- Native vs. Non native- Level 1 vs. Level 2 – 3- Brand representation- Integration with CRM and offline world
  24. 24. 9. IMS- Budget for IMS is mandatory- Quality database / unique CRM- Attracting - converting - nurturing
  25. 25. 10. Next Steps…Some trends:- International / globalisation (US, Europe, Asia…)- Mobile / Tablet- Cross & Multi Channel- …
  26. 26. Visit PFSweb @ booth S30For more information about what we can do for you…. ® 2012 PFSweb Europe │ www.pfswebeurope.com