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Expertime Conférence Marketplace e-commerce_26/09/13

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Expertime Conférence Marketplace e-commerce_26/09/13

  1. 1. Le 26/09/2013 Marketplace Pourquoi et comment se lancer ? Opérateurs vs. Vendeurs
  2. 2. Qui ? Intervenants François Duranton Dir. E-Business Expertime fduranton@expertime.com @DurantonF A notamment servi chez : - Redcats Group Adrien Nussenbaum Dir. Associé Mirakl adrien@mirakl.com @AdrienNus A notamment servi chez : - Fnac.com Pour un échange avec nous, c’est juste après la conférence ! Marie Scholasch Resp e-Commerce Expertime mscholasch@expertime.com @marie_scholasch A notamment servi chez : - Pimkie, Somewhere, Cyrillus
  3. 3. Expertime Expertime : références e-commerce Stratégie Plateforme Trafic CRMConversion
  4. 4. Mirakl Mirakl : quelques références de marketplaces
  5. 5. Agenda Agenda de la conférence Marketplaces (MP) Définition Tendances Vendeurs sur MP Quels gains attendus Quelle mise en œuvre ? Opérateurs de MP Quels gains attendus Quelle mise en œuvre ? Conclusion & Q&A
  6. 6. Marketplaces ?
  7. 7. Marketplace Marketplace : le choix des consommateurs « 70% des acheteurs en ligne ont déjà acheté sur une place de marché » Source : Forrester Research
  8. 8. Marketplace Marketplace : le sens de l’histoire Offline et Online, tous les plus grands distributeurs lancent des Marketplaces
  9. 9. Marketplace Qu’est-ce qu’une Marketplace ? • Espace sécurisé qui met en relation des acheteurs et des vendeurs de biens ou services • Permet de capitaliser sur une marque, un savoir-faire ou une audience • Le e-commerce sans stock et sans logistique • Du vrai e-commerce, pas de la petite annonce • Une Marketplace ce n’est pas du Drop-ship • Ce n’est pas uniquement importer des flux
  10. 10. Marketplace Un process 100% intégré Vendeurs poussent leurs offres dans leur BO (synchro EAN sur catalogue maîtrisé) et elles sont visibles sur le site Client Passe commande sur le site Assistance et hotline Vendeur ou opérateur Encaissement sur le site Paiement du vendeur par l’Opérateur après prélèvement de la commission Vendeur pro ou particulier valide la commande Validation de la réception par le client (par défaut à J+21) (L’opérateur ne gère ni les stocks, ni la logistique) Expédition directement par le vendeur marketplace
  11. 11. L’opérateur est tiers de confiance Marketplace • • • • • • • • • • • • Sélection des vendeurs Sélection des produits Sélection des offres Animation marketing et commerciale Ajout au panier Paiement Confirmation de commande Suivi de commande Evaluation de la commande SAV Paiement des vendeurs Pas de marque blanche
  12. 12. Vendeurs sur les MP
  13. 13. Marketplace Témoignage : Marie Scholasch Gains attendus pour les vendeurs Quelles marketplaces ? Mise en œuvre Optimisation et suivi
  14. 14. Opérateurs de MP
  15. 15. Marketplace Témoignage : Adrien Nussenbaum Petite histoire de Fnac.com Mise en œuvre Optimisation et suivi
  16. 16. Marketplace • Marketplace : croissance et complémentarité Accélérateur de croissance : • Plus de produits, plus de choix, plus de recommandations • Plus de récurrence d’achat • Moins de ruptures de stocks • Pas de cannibalisation • Une vraie qualité de service “Since we focus on profit dollars (EBIT) rather than gross margins, we are largely neutral on whether an item is sold by us or by another seller.” Jeff Bezos, CEO Amazon.com
  17. 17. Marketplace Marketplace : une activité très rentable Sans Marketplace • Le site marchand apporte l’enseigne, l’audience et la plateforme technique • Les  Des coûts fixes entièrement à sa charge  Une offre de produits limitée avec les contraintes de stock et de logistique  Des prix pas toujours compétitifs sans sacrifier la marge Avec Marketplace • Le site marchand apporte l’enseigne, l’audience et la plateforme technique • Les  Des coûts fixes mutualisés entre les différents vendeurs  Une offre produit illimitée sans contraintes de stocks et de logistique (en mutualisant les catalogues des vendeurs)  L’assurance du meilleur prix sans impact sur la marge (en mettant les vendeurs en compétition)
  18. 18. Marketplace Au cœur des enjeux du commerce cross-canal Commandes Marketplace avec un vendeur magasin Vendeur magasin Terminal vendeur Vente du stock magasin en mode Marketplace Stock magasin Elargir l’offre produit en magasin et proposer plus de de produits complémentaires Publication du surstock magasin, retours ou reconditionné dans une boutique vendeur MarketPlace Eviter la perte du client en cas d’indisponibilité Génération de revenus additionnels Tester de nouvelles opportunités produits Sans les coûts d’une activité ecommerce
  19. 19. Marketplace Des motivations variables pour ouvrir une MP La marketplace n’apporte pas des mêmes bénéfices pour tous les opérateurs Elle fait aussi courir des risques différents selon le profil d’opérateurs 3 familles d’opérateurs de MP sont à considérer 1. Pure player bien établi qui ouvre une MP 2. Startup 100% MP 3. Distributeur physique bien établi qui ouvre une MP
  20. 20. Marketplace Ouvrir ma Marketplace ? Lancer une Marketplace c’est très rentable mais c’est un vrai projet Impact sur la chaîne de création de valeurs de l’entreprise, soutien au plus haut niveau Techniquement, l’unification des données produits et l’order management sont un vrai sujet C’est un projet de 9 à 12 mois dont le concept sera affiné sur 24 mois…  Un outil comme Mirakl permet de gagner du temps
  21. 21. En conclusion…
  22. 22. Marketplace Vendeur ou opérateur, qui suis-je ? La question de la marque produit vs. l’enseigne de distribution La taille critique Le positionnement stratégique est-il clair ?  Produit  Prix  Service Dans tous les cas, la marketplace est un accélérateur de business !
  23. 23. Marketplace Questions / Réponses François Duranton Dir. E-Business Expertime fduranton@expertime.com @DurantonF Adrien Nussenbaum Dir. Associé Mirakl adrien@mirakl.com @AdrienNus Pour un échange avec nous, c’est juste après la conférence ! Marie Scholasch Resp e-Commerce Expertime mscholasch@expertime.com @marie_scholasch

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