Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
e-Commerce PART I 
Author: Justyna Skorupska 
Lecturer: Justyna Skorupska 
September 2014, Warsaw
Agenda 
1.Definition & introduction to the market environment - Key trends 
2.Online sales in relation to company’s key bu...
Definition & introduction to the market environment - Key trends
1. What is e-commerce? 
•E-commerce – all activities and procedures that use electronic means and devices, using computer ...
1.1 E-commerce is not only about sales channel 
It is about all the environment company marketing perspective: 
Offline ma...
1.2.1. E-Commerce: macro/micro-environment 
•Marketing agencies 
•E-commerce agencies 
•E-commerce platforms suppliers 
•S...
1.2.2. E-commerce macro/micro-environment 
•Manufacturers 
•Distributors 
•Wholesalers 
•Offline trade (TT+MT) 
•Online sh...
1.3.1. E-commerce Europe
Author: Justyna Skorupska 
1.3.1. E-commerce Europe
1.3.2 E-commerce Southern Europe
1.3.3 E-commerce Central Europe
1.3.4. Poland compared to Europe
% of PL internet users buy online 
13 
Source: Garapich A., E-commerce w polsce. Rynek, nabywcy, trendy, PBI
Purchased products 
 For each category of products listed on the chart, select if you ever bought them by the Internet an...
Most recognize e-commerce services in PL 
15
Factors affecting on the choice of particular service 
What makes you decide for first purchase at the particular website ...
Źródło: Megapanel PBI/Gemius, luty 2013 
1.3.3.TOP 4 e-shops categories in PL e-commerce 
Jewellery 
69,8% 
Clothing 
68,6...
1.4 E-commerce Obstacles of internationalization 
1. Insuficient offering of legal services on the cross-border level 
2. ...
The eTail International Delivery Report 2014 
1.4.1 Obstacles - logistics example
The eTail International Delivery Report 2014 
1.4.1 Obstacles - logistics example
1.5 E-commerce How to sell internationally? 
1.Online strategy 
2.Niche products gives the possibility to think about the ...
5.Payment methods popular in target countries 
6.Trust of the local customers – prefering country entrepreneurs 
7.Accepti...
1.6.1. E-commerce market trends 
Ongoing growth in e-commerce sales and profesionalization 
Growing sector of e-commerce...
1.6.2. E-commerce market trends 
Any device any platform 
customers will use multiple device to find and buy the products...
2. Online sales in relation to company’s key business processes Understanding changes in buying process
Online sales in relation to company’s key business processes 
The New Shopper. Today’s Purchase Path and the Media that In...
Online & offline Recomendations 
27 
Do you trust recomendations and opinions posted in the web? 
Trust recomendations and...
Let’s discuss 
Fundamental needs of shoper stays the same. It is all about new available sources of information. Before ch...
THANK YOU! 
Justyna Skorupska 
CEO 
justyna.skorupska@symcore.net 
M: 781 580 484 
www.symcore.net 
eBusiness Consulting S...
Upcoming SlideShare
Loading in …5
×

e-commerce introduction to PL with key trends 2014

1,713 views

Published on

1. Definition & introduction to the PL market
environment - Key trends
2. Online sales in relation to company’s key
business processes
- Understanding changes in buying process
- Introducing online in offline company
3. Operational Techniques of selling in e-commerce
- Understanding the customer
- Online merchandising
- Customer service

Published in: Internet
  • Login to see the comments

e-commerce introduction to PL with key trends 2014

  1. 1. e-Commerce PART I Author: Justyna Skorupska Lecturer: Justyna Skorupska September 2014, Warsaw
  2. 2. Agenda 1.Definition & introduction to the market environment - Key trends 2.Online sales in relation to company’s key business processes  Understanding changes in buying process  Introducing online in offline company 3.Operational Techniques of selling in e-commerce Understanding the customer Online merchandising Customer service
  3. 3. Definition & introduction to the market environment - Key trends
  4. 4. 1. What is e-commerce? •E-commerce – all activities and procedures that use electronic means and devices, using computer networks in order to conclude remote transaction / close remote sale E-commerce ≠ e-marketing
  5. 5. 1.1 E-commerce is not only about sales channel It is about all the environment company marketing perspective: Offline marketing – Point of Sale (POS) Online marketing Tomasz Mazur, Wybrane aspekty działań marketingowych producenta wspierające sprzedaż online , Polish eCommerce Summit 2014
  6. 6. 1.2.1. E-Commerce: macro/micro-environment •Marketing agencies •E-commerce agencies •E-commerce platforms suppliers •Software houses •Payment systems •Hosting agencies •Logistics companies •Warehousing companies •Market associations •Market experts •Consulting agencies •Media •Country Legislators •EU Commision •Many other...
  7. 7. 1.2.2. E-commerce macro/micro-environment •Manufacturers •Distributors •Wholesalers •Offline trade (TT+MT) •Online shops •STAKEHOLDERS (business parnters) •COMPETITORS
  8. 8. 1.3.1. E-commerce Europe
  9. 9. Author: Justyna Skorupska 1.3.1. E-commerce Europe
  10. 10. 1.3.2 E-commerce Southern Europe
  11. 11. 1.3.3 E-commerce Central Europe
  12. 12. 1.3.4. Poland compared to Europe
  13. 13. % of PL internet users buy online 13 Source: Garapich A., E-commerce w polsce. Rynek, nabywcy, trendy, PBI
  14. 14. Purchased products  For each category of products listed on the chart, select if you ever bought them by the Internet and if you are going to buy them in the future. % for answer „I bought in the past” 14 22% 24% 26% 29% 38% 39% 40% 41% 44% 45% 45% 51% 53% 55% 57% 57% 58% 59% 66% 77% 80% insurance groceries articles for collectors pharmaceutical products computer software multimedia (applications, e-books, etc.) jewellery furniture and interior design computer games cars and automotive components travel, reservation articles for children / toys sportswear cosmetics / perfumes computer equipment footwear tickets to the cinema / theater phones, smartphones, tablets, GSM accessories electronics and household appliances books, CDs, movies clothing, accessories http://www.ecommerce.gemius.pl/raport-e-commerce.html
  15. 15. Most recognize e-commerce services in PL 15
  16. 16. Factors affecting on the choice of particular service What makes you decide for first purchase at the particular website instead some other, offering similar products / services? 16 http://www.ecommerce.gemius.pl/raport-e-commerce.html
  17. 17. Źródło: Megapanel PBI/Gemius, luty 2013 1.3.3.TOP 4 e-shops categories in PL e-commerce Jewellery 69,8% Clothing 68,6% General eshops 58,9% Toys & small children 60,8% Flowers 68,4% Weapons & military 81,8% Automotive 66,6% Erotics 66,1%
  18. 18. 1.4 E-commerce Obstacles of internationalization 1. Insuficient offering of legal services on the cross-border level 2. Lack of infromation for companies wanting to sell online and lack of clear customer rights regulation 3. Unproper payment systems and logistics 4. Many malpactices and disputes that are impossible to solve 5. Insuficient cover of fast broadband and technological solutions EU Commision, Główne przeszkody w funkcjonowaniu jednolitego rynku cyfrowego
  19. 19. The eTail International Delivery Report 2014 1.4.1 Obstacles - logistics example
  20. 20. The eTail International Delivery Report 2014 1.4.1 Obstacles - logistics example
  21. 21. 1.5 E-commerce How to sell internationally? 1.Online strategy 2.Niche products gives the possibility to think about the cross-border perspective 3.Knowledge – on e-commerce and about the markets 4.Sufficient funding 5.Managing the cost of logistics
  22. 22. 5.Payment methods popular in target countries 6.Trust of the local customers – prefering country entrepreneurs 7.Accepting the local customer rights 8.Knowledge or advisory on legal issues (TAX, intelectual property, administrative law, regulation on transport cost, customer contracts law) 9.Knowing or hiring employees with the knowledge of local languages 1.5 E-commerce How to sell internationally?
  23. 23. 1.6.1. E-commerce market trends Ongoing growth in e-commerce sales and profesionalization Growing sector of e-commerce operational processes outsourcing EU Consumer Rights directive – changes in procedures and shop regulations New „self pick-up points” – using existing infrastructure Expansion and internationalization of companies across Europe outsourcing logistics and distribution points in low-cost areas Consolidation of smaller e-businesses against big competitors
  24. 24. 1.6.2. E-commerce market trends Any device any platform customers will use multiple device to find and buy the products what will affect company’s strategy and technological approach to e-commerce ROPO effect Research Online Purchase Offline – the way the customer search, find and buy the product. It is more about which channel does the customer use and how structure the sales processes in companies in order to generare the biggest revenue. The Super Consumer... Super Consumers are a segment of Heavy Users that are highly engaged with a category and a brand beyond their high purchasing levels. Super Consumers might have a special connection or association with a brand, or they may value certain aspects of a product’s usage more than other buyers. Super Consumers to purchase your product more often than the average Heavy User. The company’s role is to retain and offer the best possible customer service/customer excellence. 1.Cube Research 2. Key trends for e-commerce, Global Ecommerce Summit 2014, Wijnand Jongen
  25. 25. 2. Online sales in relation to company’s key business processes Understanding changes in buying process
  26. 26. Online sales in relation to company’s key business processes The New Shopper. Today’s Purchase Path and the Media that Influences It. Online surveys among those aged 16 or older were completed in 17 countries by Microsoft Advertising & Carat US,, 2013 The proces of buying is no more linear! Nowadays customer having a mobile device can be in one local store and in many online shops New structure of buying decision proces:
  27. 27. Online & offline Recomendations 27 Do you trust recomendations and opinions posted in the web? Trust recomendations and opinions posted in the web Yes totally Yes No Partially
  28. 28. Let’s discuss Fundamental needs of shoper stays the same. It is all about new available sources of information. Before choosing a product customer needs mainly: info about product, opinions/recomendations, price.
  29. 29. THANK YOU! Justyna Skorupska CEO justyna.skorupska@symcore.net M: 781 580 484 www.symcore.net eBusiness Consulting Sp. z o.o. Ul. Londyńska 25 03-921 Warszawa NIP: 113-286-66-59 KRS: 469349

×