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Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
Follow the Customers: Selling on Amazon & eBay & webstores
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Follow the Customers: Selling on Amazon & eBay & webstores

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Michael Levit of Vendio.com presented this session to attendees of the Internet Merchants Association & ASD attendees on August 9, 2010 in Las Vegas.

Michael Levit of Vendio.com presented this session to attendees of the Internet Merchants Association & ASD attendees on August 9, 2010 in Las Vegas.

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  • So let’s get started by talking about SEO. I love SEO because while it may sound complicated and can get complicated, it’s actually very easy to implement and to meet the minimum threshold for a pretty big return. SEO stands for search engine optimization which means optimizing your website so that search engines can 1) find it or “index it” 2) determine its relevancy based upon the content of your website so that 3) they can rank your website in search results. SEO has become more and more important in the last few years which really raises the bar for website quality. The reason search engine traffic is so valuable is because users are actively seeking for information or a product and if your website shows up on the first page of search results, you will get essentially “free” website traffic which turns into sales. There are 5 things that you can do today to get started with SEO. First, look at your product line & determine what keywords people are using to describe your product. Create a short list of keywords that strike a balance between competitive (e.g. Designer Jeans) and detailed (e.g. Seven for all Mankind Flynt Jeans). Remember that you don’t have to cover every single product – again this goes back to figuring out what’s your area of expertise? Or, what can you create content on? Once you have the keyword list – you can then create meta tags. Meta tags tell search engines what your website is all about. They include page title & page description. Remember to create meta tags for each page. If you have the ability to do so – customize your URLs to be specific, keyword targeted. Search engine consider URLs also to be an important indicator of what your website is all about. Because search engines want to provide the best experience for the user, they look at the amount of content on your website that should again be targeted based on your initial set of keywords as well as external links pointing back to your website. The more external links from relevant, valuable websites, the better. One way of getting these back links is by creating external content – whether it’s via a blog, content site like eHow or directory listing. This is why social media which I’ll speak to next, has risen in prominence. I’ve included some of my favorite websites which have free and extremely useful tools to help you get started on selecting your keywords and furthering your SEO education. Google Insights is very cool because it can tell you trends in what people are searching for so that you can feature or perhaps even sell the right products during the right season. So when you’re looking to build a website – make sure you find one that allows you to easily edit your meta tags and content so that you can be flexible with running promotions according to selling trends. Also, it’s important to avoid “Black Hat” tactics such as keyword stuffing, link buying and copying someone else’s content. That’s why if you do decide to use an outside SEO agency or contractor – ask them specifically about their tactics.
  • Transcript

    • 1. Follow the Customers: Selling on Amazon, eBay and Webstore
      Michael Levit - Vendio EVP Marketing
      August 9, 2010
      @Vendio
      @Levitmc
      #eCommerce
    • 2. Agenda-ish
      Why am I Talking to You
      eCommerce Industry Overview
      The Goliath’s – eBay and Amazon
      Other Marketplaces
      Emerging Channels
      Storefronts
    • 3. Vendio Introduction
      Leading On-demand eCommerce platform for small and medium sized merchants (SMM)
      70,000 merchants selling over $1.5 Billion of goods annually
      Incorporated in 1999, headquartered in Silicon Valley
      Offices in Romania and India
      ~70 employees worldwide
      Multi-channel eCommerce Platform offering
      Customizable fully-hosted online store
      Inventory, channel & business management solutions
      Reporting & analytics
      Dealio.com – Vendio’s comparison/social shopping site
      Acquired by Alibaba.com last month – Now enabling B2B2C
      3
    • 4. Sales Volume of Select Customers
      The Digital Oasis
      $1,952,000
      $4,665,000
      $1,075,000
      $1,000,000
      $1,900,000
      $1,000,000
      $865,000
      $770,000
      $1,023,000
      $802,000
      $935,000
      $1,140,000
      $953,000
      $673,000
      $1,432,000
      $447,000
      $1,611,000
      $3,283,000
      $2,175,000
      $1,150,000
      $2,000,000
      $945,000
      $1,225,000
      $430,000
      In aggregate, Vendio merchants generate >$1.7 Billion in annual sales
    • 5. Growth Continues in eCommmerce…
      U.S. Retail eCommerce Sales
      Revenue of IR 500’s 100 Smallest Merchants
      U.S. eCommerce - $128 billion projected to grow at a 8% CAGR from 2010 to 2013
      • Online retail growth will continue to outpace brick & mortar sales
      • 6. Total U.S. retail is a ~$4 trillion market, of which eCommerce only represents ~3-4%
      9% CAGR
      13.2% Growth
      Source: Internet Retailer.
      Majority of SMMs have yet to deploy eCommerce or payment processing
      • 70% have an online presence
      • 7. Fewer than 25% have deployed eCommerce functionality
      Small (ish) merchant growth outpacing overall market
      5
    • 8. Online Shoppers Use Multiple Sources for Purchases
      89%
      Marketplaces/ Store/ retailer Websites
      Search Engines
      86%
      78%
      Manufacturer Websites
      77%
      User ratings and reviews of products
      66%
      Recommendations (People who bought)
      Recommendations (recently viewed)
      65%
      Recommendation emails
      61%
      61%
      Recommendations (People who viewed)
      59%
      Recommendations (Best sellers)
      Question and answer sites
      49%
      20%
      40%
      80%
      100%
      0%
      60%
    • 9. “The reality is that any merchant selling online will list their items for sale in multiple locations—on Amazon, eBay, their own Websites, etc.”
      - November, 2008
      7
    • 10. SMMs Relied on eBay 5 Years Ago
      Merchant
      Online Store
      8
    • 11. Google is Changing the Landscape
      Merchant
      Online Store
      +
      9
    • 12. Creating Challenges
      and Opportunities
      Merchant
      Channel
      Management
      CSE’s/ Search
      Online
      Store
      10
    • 13. Ensure you have Channel Management
      11
    • 14. Largest Marketplaces in the World
    • 15. Winner Take All?
      Merchants Globally List Items Across Stores & Marketplaces
      Assortment Attracts Buyers
      • Selection/ Brand
      • 16. Natural Search (UGC)
      • 17. Affiliate
      Items
      Lower
      Costs
      (Scale)
      Lower
      Prices
      Merchants
      Buyers
      Orders
      Buyers Generate Transactions
      Transactions Attract More Merchants
    • 18. eBay vs. Amazon GMV
    • 19. 3rd Party GMV - eBay vs. Amazon
      GMV in Thousands
    • 20. eBay and Amazon are Huge
    • 21. Amazon is Executing Very Well
      Expanding into new markets
      Amazon Payments
      Mechanical Turk
      eBooks and Kindle – growing
      Cloud computing
      Fulfillment by Amazon (FBA)
      Growing FBA but still competing with their sellers
      Aggressively growing 3rd party merchant base
      30% items sold by 3rd party merchants
      2MM merchants
    • 22. The Only Constant is Change
      Lowering insertion fees as they are traded for final value fees
      Many promotions can bring down costs for merchants (i.e, free listings)
      Complex pricing… changes favor ‘store’ subscriptions with no store benefits
      Facing extreme item dilution with millions of new items flowing into the ‘core’
      Focused on streamlining the buyer experience and increasing cataloging
      Merchants can still sell successfully but need a strategy…
    • 23. Other Marketplaces to Consider
    • 24. Analyzing the Other Marketplaces
    • 25. Analyzing the Other Marketplaces
    • 26. eBay and Amazon are Huge
    • 27. Should You Care About Mobile?
      eBay is projecting $1.5 billion in mobile GMV in 2010
      Amazon completed $1 billion in sales in the past year
    • 28. Other Commerce Opportunities?
      Private Online Sales
      Online/ Offline Commerce
    • 29. Riding the Facebook Rocketship
    • 30. The Third Leg of the Stool – Your Own Storefront
    • 31. Ewwwww, ahhhhhh, How Pretty…
      Beauty Is more than skin deep
      27
    • 32. Vendio Platform—Channel Mgmt
      Simultaneous item publishing
      Single inventory item created and marketed across all channels
      Channel specific requirements simplified with “profiles”
      Inventory quantities kept in sync across channels as items sell
      User defines “stock out” risk to determine reserved quantities
      Includes refund management and inventory audit tracing
      Unified order and customer management
      Each channel has a unique and complex management system
      Merchants see a comprehensive view of all customer activity
      Customization lets each user tailor the experience to their needs
      Extensible through web services integration
      28
    • 33. Other Store Considerations
      Storage and Bandwidth
      SKU’s
      Search Engine Optimization (SEO)
      Security/ PCI Compliance
      Item & Order Management
      Third Party Integration
      CSE Feeds
      Customer Support
      Designs/ Templates
      Price
    • 34. Different Types of Store Providers
      Multi-Channel
      Providers
      Store Centric
      Providers
      Domaineers
    • 35. A Further Slice of Providers
    • 36. Signup and Setup Should be Easy
    • 37. Domains Should Integrate Easily
    • 38.
    • 39. Simple Setup for Categories
    • 40. Add Items to the Store
      Vendio Stores feature full Inventory Management. Easily add and remove items for sale including post-sale functionality such as automating coupons to your past bidders.
      Manage one set of inventory from one dashboard, across your Vendio store and if you choose – other channels such as eBay, Amazon, Google (CSE).
    • 41.
    • 42. Comparison Shopping Engine 101
      CSE’s/ Deal Sites/ Coupon Sites
      Google
      Shopping.com, Pricegrabber, Shopzilla/ Bizrate, Smarter, Become
      Dealio, Thisnext, Kaboodle, Couponcabin, Retailmenot, Fatwallet, ebates, Shopstyle, Shopwiki, Dealnews, Ciao
    • 43. CSE’s are in Tough Spot
    • 44. SEO 101 – How do you SEO?
      SEO is a ‘black box’ that is purposefully hard to understand.
      Pick target keywords
      Optimize page
      Title
      Content
      URL
      Description/ Images/ Meta Tags
      H1’s
      Secure Backlinks
      Free Tools
      Seobook.com / Seomoz.org
      Keyworddiscovery.com
      Google Insight
      Avoid “Black Hat” tactics (i.e, keyword stuffing, buying links and copying content)
    • 45. SEM Work 101
      SEM is complex too however it is more transparent
      • Q-score (Landing page, CTR, ad copy, bounce rate)
      • 46. Bid amount
      • 47. Keywords and keyword groups
      • 48. Content networks vs. search network placement
      SEM can be as little as $0.05 CPC & go up above $200 CPC
      Track, track, and track some more
      Set low spending caps so you don’t lose your shirt
      Get Free bonuses for getting started
    • 49. Questions?
      Michael Levit
      mlevit@corp.vendio.com
      Twitter: levitmc

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