Businesses go where people go, and right now it’s online, mobile and eventually on wearables. Globally a large population shops on the go, and increasingly look for ways to know more before they spend, and how quickly they can be delivered, at the most acceptable price. But more importantly, it’s an experience that sets your business and the rest apart. In this session we will talk about the many types of ecommerce businesses active today, some interesting ideas, key ingredients to make things work, new tools and ways to reach your customer, and building experiences and relations with customers.

1. Creating an Experiential
E-Business
Session at
24 April 2015

2. We will talk about…
• What is ecommerce
• E-tailer / e-marketplace
• Key ingredients
• Accessibility
• Tools
Nuggets of interesting facts and stats along the way
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3. So what is ecommerce anyway…
Buying and selling of products over the
internet
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4. I would say…
Any transaction that is completed solely or
for the most part through electronic means
can be considered e-commerce
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5. E-tailer vs e-marketplace
In simple terms:
E-tailer is your regular shop…
Can only work as a B2B or B2C platform
E-marketplace is like a shopping mall, multiple parties sell their goods
Works for B2B, B2C and C2C transactions
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6. Examples
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7. Ecommerce today
Some interesting facts and figures

8. Global B2C revenues
1,058
1,233
1,471
1,700
1,922
2,143
2,356
2012 2013 2014 2015* 2016* 2017* 2018*
Sales in billions of US Dollars
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9. Mobile % of Global EcommerceTransactions
23%
30%
35%
40%
H1 2014 H2 2014 H1 2015* H2 2015*
Supported by growing number of mobile responsive websites and native apps
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10. Ecommerce in Pakistan
• Suggested revenue of $35 million last year
• Investors suggest this can grow to more than $100 million in a few years
• More than 200 small to large ecommerce sites in Pakistan
• On an average day I would safely assume about 1,500 to 2,000 orders
fulfilled per day across the country
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11. What does this say?
• Large population, most of it unserved
• Many business areas to be explored
• Different needs of people
• Ecommerce is more than just goods
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12. Key ingredients
The things that make it all happen

13. Vision
The business objective
What do you want to do
Where do you want to be
No matter what you do… don’t change this
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14. Strategy
How will you achieve the objective
This is your working plan, a step by step guide for your business
Serves as a guideline to all involved
It is flexible and adaptable
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15. Product / offer
What
Why
How
When
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16. Price
What is the right price?
It is the price the customer is willing to pay…
A price is a combination of
Value of the goods + value added
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17. Payment
•While the world conveniently uses cards and the likes of
PayPal
•The Middle East and South Asian region prefers Cash on
Delivery
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18. For the most part…
• Values
• Economic conditions
• Education
• Rules and regulations
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19. Though the fact is…
• There are more innovative options being explored
• The un-banked being converted to banking customers
• Branchless banking
• Increasing Smartphone penetration
• Low cost 3G / 4G
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20. Creating more opportunities
(and this is all without the Chinese investments)
Multiple companies involved in creating new payment platforms.
Find out and work with them.
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21. Logistics
• Begins with your product and your business model
• E-tailers have to bulk purchase and storage
• E-marketplaces don’t store anything, source when needed
• Digital goods / services can be downloaded or accessed
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22. Most important --- Experience!
User interface
Speed of the website
Product range
Correct pricing and offers
Simple communication
Help during purchase
Post sales assistance feedback
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23. Experience
• Promise
• Value
• Quality
• Reward
• Service
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24. Accessibility
Where and how to make your presence most effective

25. Data usage
• More than 25 million internet users
• More than 12 million 3G / 4G subscribers (GPRS / EDGE – 3-4 million)
• Data usage is now 25% of telco revenues
• 52% use mobile data on a regular basis
• 600% growth in data use compared with last year
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26. Mobile phone imports
More than $465 million till February, in 2014-15
Approx. 6.7 million handsets at an average of PKR 7,000 per handset
13%
23%
31%
0%
5%
10%
15%
20%
25%
30%
35%
Jan-13 Jan-14 Jan-1526
SMARTPHONE
PENETRATION

27. Mobile segmentation
84% free apps vs 16% purchased apps
Free apps include:
• Absolutely free apps (no ads)
• Freemium apps
• Ad infested apps (spammy apps or no one wants to pay to use)
Android
68%
iOS
24%
Windows
8%
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28. Weapon of choice
Responsive and compatible website
Mobile app for all 3 platforms (at least)
Integrated with 3rd party tools and services
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29. Engagement
•Understand audience and preferences
•Speak in their tongue, make them feel at home
•Avoid spamming
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30. 30

31. 31

32. Media
NoYouTube? no problem!
• Vimeo (Dailymotion is too ad infested)
• Periscope and Meerkat – live broadcast on iPhone
• Snapchat
• Blogs
• Cloud solutions – when your business grows
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33. Communication
• Simplify the tone and language, alter
default styles
• Use simplified form structures … check
outTypeForm.com
• Simply worded emails
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34. Tools
What to use and how

35. Search
• Speed up search results
• Suggestions and corrections
• Example: JadoPado.com
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36. Content
• Keep it simple, most important info first
• Include user reviews and feedback
• Add or create review or promo videos
• Use easy loading for faster display
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37. Location
• Serve ads and product information based on user’s location
• Tailor preferences
• Determine delivery times
• Determine best customer agent to support
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38. Data
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Collect
Analyze
InsightStrategy
Execute

39. Building an experience
• Customer feedback
• Response times
• Make things simple and efficient
• Reward and thank
• Celebrate
• Personal attention
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40. Thank you
Any comments or thoughts?
Data source will be shared and updated to this presentation

41. Follow me…
• LinkedIn: www.linkedin.com/in/nawaz
• Twitter: @nwzm
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42. Sources
• Phoneworld
• Grappetite
• Propakistani
• Moremag
• Statistica
• Criteo eCommerce Industry Outlook 2015 report
• DailyTimes
• Tribune
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