Current trends in Commerce. Opportunities in Belgium

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Current trends in Commerce. Opportunities in Belgium

  1. 1. IAB-session:Current Trends in CommerceOpportunities for BelgiumRoel Naessens, Industry Head Google Belgium30th March 2011
  2. 2. Belgium is behind EU average Individuals last online purchase in 12 months (2010) United Kingdom Netherlands France EU (27 countries) Belgium 0 10 20 30 40 50 60 70 80 % Source : Eurostat, 2011 Google Confidential and Proprietary 3
  3. 3. ! And foreign players concur our market Investment share of top 10 players for Belgian market in Q410 Air travel Books Clothing label 16% 44% 46% 56% 54% 84% Credit cards Home improvement Video 6% 31% 46% 54% 69% 94% Source : Google internal data, 2011 Google Confidential and Proprietary 4
  4. 4. The main barrier for eCommerce is recognition Besides the offer, what else? Google Confidential and Proprietary 5
  5. 5. The seniors are the main segment lagging Individuals age that made an online purchase in the 12 months Internet access at home in 2010 UK UK Males Females BE BE 0 20 40 60 80 100 % 0% 20% 40% 60% 80% 100% Individuals age that made an online purchase in the 12 months 80 220% 70 170% 60 50 120% 40% 30 70% 20 20% 10 0 -30% 16 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years 55 to 64 years 65 to 74 years old old old old old old EU (25) Belgium United Kingdom Delta UK vs. BE Source : Google internal data, 2011 Google Confidential and Proprietary 6
  6. 6. The responsibility of the Belgian market High streets retailers with a localized full webshop120% 100% 100%100% 80%80% 60%60%40% 35% 20%20% 0% Consumer electronics Home & Garden Shopping Apparel Source : Insights for Search to determine top high street retailers popularity in Belgium Google Confidential and Proprietary 7
  7. 7. BUT! E-commerce is growing in Belgium Google Confidential and Proprietary 8
  8. 8. Fueled by Apparel and Entertainment 2008 2010 "590million "903million Apparel Travel Apparel Travel Ents Finance Ents +28 % YoY Growth Tech Tech Home and Finance Home and Garden Garden Google Confidential and Proprietary 9 Source: Ogone
  9. 9. E-commerce is consumers to buy online? So what drives 3.6 billion Google searches per day Search is the most popular online activity after e-mail 1.2 billion people online Google Confidential and Proprietary 10
  10. 10. The functional benefits are most prominent! 41%28% 27% 27% Google Confidential and Proprietary 11
  11. 11. !And whats stopping them from buying online?E-commerce is 3.6 billion Google searches per day Search is the most popular online activity after e-mail 1.2 billion people online Google Confidential and Proprietary 12
  12. 12. Again functional, but emotional barriersare significant too!.. 51% 41% 17% 36% Google Confidential and Proprietary 13
  13. 13. !The question is: How do you thrive online?E-commerce is 3.6 billion Google searches per day Search is the most popular online activity after e-mail 1.2 billion people online Google Confidential and Proprietary 14
  14. 14. Give them what they want! Characteristics of an e-shop Free shipping costs Availability of special online offers Usability / ease of use of the website Presence of well-known, trustable brands There is a physical address in Belgium Wide range of products Fast delivery Clear return options if unsatisfied Clear after-sales services Existence of a phone number Google Confidential and Proprietary 15
  15. 15. Example... Zappos Google Confidential and Proprietary 16
  16. 16. Another Example... Google Confidential and Proprietary 17
  17. 17. OK, but it’s not a big deal for my business!.. Google Confidential and Proprietary 18
  18. 18. Why is online so key? I have changed my mind about which brand to buy following research on the web The internet is usually the first place I go when researching products to buy Google Confidential and Proprietary 19
  19. 19. Why is online so key? How do you get to know about new websites / e-shops? Results from a search engine Talks with friends or colleagues Direct mail (e-mail) Offline media (Radio, TV, Press!) Internet Banners Social media (Facebook, Linkedin!) Direct mail (via post) Google Confidential and ProprietarySource: TNS Infratest 20
  20. 20. Online is just one part of the puzzle Google Confidential and Proprietary 21
  21. 21. And Online clearly influences Offline Research Online In-Store Online •  18% of all purchases 15% 3% were made onlinePurchase •  63% researched In-Store 48% 33% online before purchasing Google Confidential and Proprietary Source:GFK Fashion Study 2010; Research Online, Purchase Offline (ROPO) – Insights into the Fashion Buying Process
  22. 22. Sales (units sold) 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 06-May-07 06-Jun-07 06-Jul-07 06-Aug-07 06-Sep-07 Radio 1% Other drivers 1% Press 3% 06-Oct-07 06-Nov-07 06-Dec-07 Catalogues 15% 06-Jan-08 06-Feb-08 06-Mar-08 06-Apr-08 06-May-08 2% Price promotion 06-Jun-08 06-Jul-08 11% 06-Aug-08 06-Sep-08 TV Advertising 5% Pc City web traffic 06-Oct-08 conversions driven by of offline 06-Nov-08 06-Dec-08 06-Jan-09 06-Feb-09 06-Mar-09 06-Apr-09 06-May-09 06-Jun-09 Knowing how much can be measured 06-Jul-09 Regular price 12% 06-Aug-09 06-Sep-09 Sales Offline volumes 06-Oct-09 8% 06-Nov-09 Seasonality 06-Dec-09Google Confidential and Proprietary 06-Jan-10 Base Sales 42%23 06-Feb-10
  23. 23. Google Confidential and Proprietary 24
  24. 24. New phase of Internet growth Google Confidential and Proprietary
  25. 25. 1.The Web is mobile Google Confidential and ProprietaryHalf of all new Internet connections now come from mobile devices
  26. 26. 2. The Web is social << I ve already added this photo to my Picasa album !"#$%&()*+$,)) %"+-(),%(.-,) "/".#0) Ive already tweeted about how weird this guy is >> Google Confidential and Proprietary
  27. 27. 2. The Web is social Google Confidential and Proprietary
  28. 28. 3. The Web is personal Google Confidential and ProprietarySource: ray-ban.com
  29. 29. 4. The Web is Local Google Confidential and Proprietary
  30. 30. And The future is now!. Google Confidential and Proprietary 31
  31. 31. "A great wind is blowingand that gives you either imagination or a headache" Catherine the Great Thank you. roelnaessens@google.com Google Confidential and Proprietary

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