1. What we’ve learned from eTail
Inspiration to
become the best
shop

2. 2
We are bol.com

3. 32 million visits per
month
13,5 million products
6,6 million customers
1.200 employees
12.800 partners
225.000 private sellers
bol.com
= Dutch
Amazon
Growing
very fast
Happy
customers!
Our mission: to be the best place to buy & the best place to sell
This is bol.com

4. 0
5
10
15
20
25
30
1999 2004 2009 2015
Categories
Books Music Film English
books
Games&
Software
Consumer
Electronics
Computer 2nd hand
books Digital
books
2nd hand
media
Small &
Major
Domestic
Appliances
Baby Jewelry &
watchesMobile
phones
Toys
Cooking
& Dining
Health &
Beauty Sports
apparel
Baby&
Toddler
apparel
Pets
Gardening
DIY
Living
Sports &
Leisure
Bags&
Access.
This is bol.com
From media store to shopping platform

5. Fun & inspiration all over Europe
5 Years of eTail

6. eTail London
2011
Start of the
mobile
evolution

7. External mobile
website on
Open API
First mobile
apps by
affiliates
Launched
our own
apps
Launched
responsive
checkout
Insourced
mobile
website
2010 2011 2012 2013 2014 2015
July 1st
Full website
responsive
2016
The bol.com mobile evolution started in 2010
We started mobile with affiliates and partners to learn
Extended
mobile website
and Open API

8. 8
Bol.com goes
responsive
inspired by
Hepsiburada

9. The results until now are impressive
With the responsive checkout we doubled our mobile conversion overnight
Conversion on
Mobile
NEW: www.bol.com
OLD: m.bol.com NEW
OLD
The main reason for this
increase was not
UX improvements
The increase was driven by
maintaining only one
checkout
and as a result
500% decrease in technical
errors

10. 10
eTail Paris 2014
ecommerce is
going social
how customers
influence each
other
(and what we can learn
from that)

11. Product
recommen-
dations
Customer
reviews
Real-time
merchan-
dising
Expert
Recommen-
dations
Personal
recommen-
dations
Q & A by
customers
2003 2004 2007 2011 2014 2015
Experts =
Customers &
Partners
2016
Of course we started way before 2014
From passive to active involvement of customers & partners

12. Experts & their personal recommendations

13. Expert recommendations by employees & partners

14. Compared to average list pages there is an uplift of all KPI’s per visit
Expert recommendations show huge potential
+ 642%
x 7.4
+ 316%
x 4.2
+ 333%
x 4.3
+ 140%
x 2.4
+ 154%
x 2.5

15. 15
BlaBlaCar & Airbnb
inspired us to take it
to the next level

16. Who do you trust?
Lists derived from popular
media show huge
uplifts
Lists without a (recognizable) profile
picture are
less successful
Advise from ‘real life’
parents works better
Famous people don’t impress our customers

17. Unleash the expertise of our customers & partners!
Where do we go from here?
Improve integration in
customer journey (search &
browse)
Improve usability of tooling (for
customers, partners &
employees)

18. eTail Berlin
2015
The rise of the
Marketplaces
continues

19. 2nd hand Dutch
books – C2C
2nd hand
Entertain-
ment
Plaza
cross-
border
Logistics via
bol.com
Plaza open for
retailers
Plaza
only
2007 2010 2011 2013 2014 2015
Plaza up
to par
2016
Our marketplace started as a 2nd hand bookstore
Today it’s a multi-million cross-border business

20. What we’ve learned at eTail: It’s all in the network
If we want to be the best
place to buy
we have to be the best
place to sell
How to enable the network
to create value?

21. The Plaza revenue has grown exponential
Plaza: a phenomenal success story!
2007 2008 2009 2010 2011 2012 2013 2014 2015
Plaza revenue

22. … But we still have
some growing up
to do

23. Experiment with a Plaza seller
Can we boost Plaza sales using our knowledge & tooling?
We introducedVerhoef Dakramen to bol.com ecommerce experts and used all internaltools available

24. Sales in 2015 have grown 650%
The results surprised even us
Our challenge is to
improve
Plaza tooling & usability
Only then we can really
combine forces!
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2014 2015 2016

25. eTail Nordic
2016
a great place
to be inspired
in one way or
another (Abdul Dezkham, Grundfos)

26. Make life as easy for our employees & partners as we do
for our customers!
Our biggest learning (making this presentation):
Great UX starts with
maintainability – zero
errors
Social commerce is all
about trust – and making
that happen
To be the best place to
buy, you have to be the
best place to sell

27. See you all at eTail 2017
Frederieke Ubels fubels@bol.com
Feike Groen fgroen@bol.com
(and maybe with a track about scalability & retail way of
working?)