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Daniel Rabinovich - Etsy - New York

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Daniel Rabinovich - Etsy - New York

  1. 1. Lessons learnedin the largest e-commerceplatform in Latin AmericaDaniel RabinovichCTOwww.mercadolibre.com@drabinovichNew YorkAug 6th, 2012
  2. 2. Who we are (1’) MercadoLibre (NASDAQ: MELI) is the largest e-commerce platform in Latin America, and one of the top 10 in the world (Comscore) Some data (2011):  13 countries - #1 in each country  14MM buyers, 5MM sellers  100K professional sellers (Nielsen)  4.8BN gross volume  53MM units sold  1.3BN gross payment volume  1600 employees
  3. 3. Big challenges1999 2012 Complexity Innovation Monochannel Personalization (Product) (Platform) (Mobile) (Social)
  4. 4. Substracting is harder than addingEach separate part made sense, but the resulting product was too complex Old version (1/5 scale) New version (1/5 scale)
  5. 5. Simple is HardSteve Jobs: “Don’t come back until you achieved a phone with only one button” Simplify, simplify Thoreau Credit: Chris Nodder (N/N Group) and Rich Hickey (Clojure)
  6. 6. It takes more than just “Web Design”In our case, it required a deep change in the business model Old Optional Feature Fees New “Listing Types” allow cleaner results
  7. 7. Another “brilliant” ideaRevenue-induced features that harm user experience Old version: paid pictures New version: all pics for free
  8. 8. Get out of the Monkey Trap
  9. 9. Re-think the pricing modelIt was neccesary to fix revenue induced anti-patterns Revenue streams Business Units Pricing Model
  10. 10. Big challenges1999 2012 Complexity Innovation Monochannel Personalization (Product) (Platform) (Mobile) (Social)
  11. 11. From a Website to a PlatformOur own properties must use the exact same API we’re sharing with 3rd parties MELI Mobile Desktop 3rd Party Back Properties Apps Apps WebApps Office One common API
  12. 12. Decoupling is a great investmentEven in small teams, hard-decoupling enables sustainable growth
  13. 13. 3rd parties contributing to the ecosystemNew browsing options, back-end solutions, etc
  14. 14. Big challenges1999 2012 Complexity Innovation Monochannel Personalization (Product) (Platform) (Mobile) (Social)
  15. 15. Mobile is larger than desktopPlus, accelerating migration to smartphones Fuente: Business Insider
  16. 16. HTML5 is the future, but not the presentThe greatest quality is achieved on native platforms
  17. 17. Fragmentation is your problem, not user’sGenerate a great product for all platforms. If you can’t, focus on one (Instagram) Inhouse Via partners
  18. 18. An example: back buttonEach platform has particular usability standards.
  19. 19. Mobile web as a landingSorted by its impact: transactional e-mails, Facebook, Google
  20. 20. Big challenges1999 2012 Complexity Innovation Monochannel Personalization (Product) (Platform) (Mobile) (Social)
  21. 21. Facebook is eating the webBut no e-commerce site has unlocked its potential yet Source: Salesforce
  22. 22. Social circles influence purchasing decisionsIt was always like this. Now we have the proper technology to take advangate of it. Credit to Paul Adams (Facebook)
  23. 23. Special items for special circlesIntent is easier to capture, but not stronger than behavior
  24. 24. Activity Feed IntegrationCustom verb “see” (a listing)
  25. 25. Timeline integration“Seen listings” summary
  26. 26. Take advantage of the OpenGraphA combination of FB social widgets and periodic aggregations
  27. 27. Social is different from Viral“Chicken and egg” problem. Social products need connected users. D = Clics A = Connections Clics per story per Clic Viral Factor Stories A*B*C *D Connections C = Stories B = Publishers per publisher Publishers per connection Credit to Ed Baker (Facebook)
  28. 28. Growth can be exponentialIt’s key to properly “close” the viral loop
  29. 29. Key takeaways  This experience is for all websites, not only large ones.  Simple is Hard: substracting is easier than adding.  A/B testing is useless when evaluating dramatic changes.  HTML5 is the future, not the present.  Native apps deliver the best UX. Mobile web as a landing.  Social apps are useless unless they are truly viral.  Once virality is achieved, growth could be exponential
  30. 30. Lessons learnedin the largest e-commerceplatform in Latin AmericaDaniel RabinovichCTOwww.mercadolibre.com@drabinovichNew YorkAug 6th, 2012

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