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e-commerce
bottlenecks and
opportunities
I work at Wijs
A digital Agency in Ghent
>>> 3 shifts in e-commerce >>>
1
from Brands to Products
BRAND

PRODUCT
There is no longer ‘1-DOOR’

Front-page entrances

50%

40%

Growing share of visitors
lands on a specific product
page
Bro...
Multi-channel consumerpath

YouTube

Blogs &
niche sites

Social media
Online shops
People only care about one of your
products at a time, so focus your
attention on each one, and stop spending
all your tim...
2
eCommerce
electronic => everywhere
Everybody is excited about the growth of online
shopping.
2-3%
the share of internet-sales on the total Belgium Retail
turnover.
International sales

tly+8%
s sligh
es grow
ine sal
Onl

24%

26%

2010

2012

Bron: TNS, IAB and Google » Consumer Barome...
International research pre-sale

4%
+6
arch
ese
er

nlin
O

36%

59%

2010

2012

Bron: TNS, IAB and Google » Consumer Bar...
Focus on research

Inspire
Advice
If online influences offline, does this goes the other
way as well?
Coolblue
Over 200 webshops
Opens offline shops as ‘service points’
and extension of the webshop
Online sales increases in th...
No longer a difference between online & offline

YouTube

Blogs &
niche sites

Social media
Online shops
3
The trend of mobile
But what is mobile?
It’s a verb
It’s an action
Mobile is not a devi
ce
mobile is freedom
TIME
PLACE
CHOICE
When will I do it?
Where will I do it?
How will I do it?

Freedom to not have to plan
The ability to act on impulse
NOW
HERE
THIS WAY
Growing trend of buying
cross-border
Evolution of cross-border shopping

Bought cross-border in a Belgian shop
EU consumers purchasing online cross-border with...
Why cross-border shopping?
‣

For 50% of the product searches, prices are 10%
cheaper when buying cross-border than buying...
So who is your real client?
DISTRIBUTION
PARTNER

SHOP

CUSTOMER
Challenges?
bottlenecks and
opportunities
Delivery points
Delivery is among the top 3 reasons to buy online
43%

Because I can fi nd products and services at lower prices

42%

Bec...
Home delivery is by far the preferred option

70%

Home delivery

15%

Pick-up at pick-up point

7%

Pick-up at the shop

...
But what is home delivery?
CUSTOMER SERVICE MAGIC

1

I just ordered something, but I
might not be home tomorrow.
Can I change it to a delivery point...
My home is where... where my car is
My home is where... I am at that moment
Are you ready for this?
On and offline
A pizza (low margin) can be delivered
within 30 min., and it stays hot!
Google is entering the market

Shop local stores online and get items
delivered the same day

for everyday items
Product > brand > shop
Google shopping express
‣

Same prices and promotions as in-store (on- & offline)

‣

Shopping made simple - wherever you ar...
Are you ready to face your new competitors?
Shipping costs
One of the (main)reasons we buy online, is because of

price
Europe (2011)

Belgium (2012)

I find cheaper products online...
and in general, it’s true that its cheaper online
Average price difference online vs offline (excluding delivery costs)
-0...
but not so true, once shipping costs are added to the
equation
Average price difference online vs offline (including deliv...
$8
$0
$5

$5
$2

$5
Clusterf*ck
‣

7 places to check up on my delivery

‣

7 mails to remind me

‣

7 different payment methods

‣

7 different ...
$8
$0
$5

$2

DISTRIBUTION
PARTNER

$5
$5
Are you ready to make the shift?
Payment models
if your shopping-cart > 20 euros
price

€ 13

Delivery

€ 2

Price increase

Source: bol.com

15%
Limits the freedom to shop NOW
I will wait till there is something else I need
Spotify
Spotify
Monthly fee payed by the consumer

Source: CarDrops
If price is the bottleneck for shops AND customers today, do you
think you could address this?
So who is your real client?
DISTRIBUTION
PARTNER

SHOP

CUSTOMER
How will you leverage freedom without
adding complexity?

How will you leverage freedom without
breaking the connection wi...
QUESTIONS?

GRATIS
http://wijs.be/nl/downloads/
de-shift-in-retail

@lisamille_be
Logistics and ecommerce
Logistics and ecommerce
Logistics and ecommerce
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Logistics and ecommerce

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The triangular relationship between the online consumer, the e-commerce vendor and the distribution channel. A story of impact and trends by Lieselotte.

Logistics and ecommerce

  1. 1. e-commerce bottlenecks and opportunities
  2. 2. I work at Wijs A digital Agency in Ghent
  3. 3. >>> 3 shifts in e-commerce >>>
  4. 4. 1 from Brands to Products
  5. 5. BRAND PRODUCT
  6. 6. There is no longer ‘1-DOOR’ Front-page entrances 50% 40% Growing share of visitors lands on a specific product page Bron: Google Analytics Wijs » random retail clients - exclusive direct traffic
  7. 7. Multi-channel consumerpath YouTube Blogs & niche sites Social media Online shops
  8. 8. People only care about one of your products at a time, so focus your attention on each one, and stop spending all your time creating brand influence for a mass market. Baekdal, new media expert
  9. 9. 2 eCommerce electronic => everywhere
  10. 10. Everybody is excited about the growth of online shopping.
  11. 11. 2-3% the share of internet-sales on the total Belgium Retail turnover.
  12. 12. International sales tly+8% s sligh es grow ine sal Onl 24% 26% 2010 2012 Bron: TNS, IAB and Google » Consumer Barometer » People who purchased the product/service and are part of the online population
  13. 13. International research pre-sale 4% +6 arch ese er nlin O 36% 59% 2010 2012 Bron: TNS, IAB and Google » Consumer Barometer » People who purchased the product/service and are part of the online population
  14. 14. Focus on research Inspire Advice
  15. 15. If online influences offline, does this goes the other way as well?
  16. 16. Coolblue Over 200 webshops Opens offline shops as ‘service points’ and extension of the webshop Online sales increases in the neighborhood of offline shops
  17. 17. No longer a difference between online & offline YouTube Blogs & niche sites Social media Online shops
  18. 18. 3 The trend of mobile
  19. 19. But what is mobile?
  20. 20. It’s a verb It’s an action Mobile is not a devi ce
  21. 21. mobile is freedom TIME PLACE CHOICE
  22. 22. When will I do it? Where will I do it? How will I do it? Freedom to not have to plan
  23. 23. The ability to act on impulse NOW HERE THIS WAY
  24. 24. Growing trend of buying cross-border
  25. 25. Evolution of cross-border shopping Bought cross-border in a Belgian shop EU consumers purchasing online cross-border within the EU 20% 18% 15% 10% 12% 5% 7% 0% 2006 9% 9% 9% 9% 2007 2008 2009 2010 2011
  26. 26. Why cross-border shopping? ‣ For 50% of the product searches, prices are 10% cheaper when buying cross-border than buying from a belgian web shop. ‣ 65% of the products we search are only available in foreign shops.
  27. 27. So who is your real client? DISTRIBUTION PARTNER SHOP CUSTOMER
  28. 28. Challenges? bottlenecks and opportunities
  29. 29. Delivery points
  30. 30. Delivery is among the top 3 reasons to buy online 43% Because I can fi nd products and services at lower prices 42% Because it saves time 35% Because it gets delivered to my door 34% Because I get access to special discounts, promotions... 33% Because I’m able to shop 24 hours a day 24% Because I have a wider selection of products/services online 23% Because I can compare and review different products/services 16% Because I avoid crowds 15% Because there is more product information online 14% Because I get access to products/services that aren’t available in my country 12% Because I can see whether items are in stock Source: Comeos Belgium 2013 Other reason 4% 0% 25% 50%
  31. 31. Home delivery is by far the preferred option 70% Home delivery 15% Pick-up at pick-up point 7% Pick-up at the shop Delivery at work 4% Pick-up in a locker (sealed container to be opened with a code 0% Does not matter 2% Other 1% 0% Source: Comeos Belgium 2013 35% 70%
  32. 32. But what is home delivery?
  33. 33. CUSTOMER SERVICE MAGIC 1 I just ordered something, but I might not be home tomorrow. Can I change it to a delivery point? How do I do that? 2 The options, advice about the best solution. Where would you like to get your delivery? 3 We changed it for you. You’ll get confirmation mail. Don’t forget to bring your passport ;)
  34. 34. My home is where... where my car is
  35. 35. My home is where... I am at that moment Are you ready for this?
  36. 36. On and offline
  37. 37. A pizza (low margin) can be delivered within 30 min., and it stays hot!
  38. 38. Google is entering the market Shop local stores online and get items delivered the same day for everyday items
  39. 39. Product > brand > shop
  40. 40. Google shopping express ‣ Same prices and promotions as in-store (on- & offline) ‣ Shopping made simple - wherever you are (impulse) ‣ Getting it delivered on your schedule (freedom) ‣ Combining delivery (price) from different stores
  41. 41. Are you ready to face your new competitors?
  42. 42. Shipping costs
  43. 43. One of the (main)reasons we buy online, is because of price Europe (2011) Belgium (2012) I find cheaper products online 37% I save time by buying online 42% I can order at any time of the day/week 33% It’s easier to compare prices online 33% 22% 22% I can only find certain products online 16% 19% There’s more choice online I can find more information online I don’t like going to shops I find better quality products online I can return products easily 2% 27% 11% Products are delivered to a convenient place I can find product reviews by other consumers 66% 10% 9% 8% 6% 31% 22% 16% 14% 39% 50%
  44. 44. and in general, it’s true that its cheaper online Average price difference online vs offline (excluding delivery costs) -0,90% Mobile phones -4,50% -1,60% Laptops Digital cameras -8,10% -11,10% In-car navigation LCD TVs -4,10% Portable MP3 players Premium women’s fragrances -16,50% -7,60% Video games hardware Traditional toys -13,90% 1,50% -1,80% Men’s outerwear Women’s outerwear Power tools and accessories Instant standard coffee Standard milk formula -6,40% 4,00% 8,70%
  45. 45. but not so true, once shipping costs are added to the equation Average price difference online vs offline (including delivery costs) Mobile phones Laptops Digital cameras In-car navigation LCD TVs Portable MP3 players Premium women’s fragrances Video games hardware Traditional toys Men’s outerwear Women’s outerwear Power tools and accessories Instant standard coffee Standard milk formula 0,70% -3,10% 2,60% -5,20% -8,90% 1,70% -9,30% -6,30% 8,50% 7,80% 5,30% 0,50% 46,90% 40,80%
  46. 46. $8 $0 $5 $5 $2 $5
  47. 47. Clusterf*ck ‣ 7 places to check up on my delivery ‣ 7 mails to remind me ‣ 7 different payment methods ‣ 7 different prices ‣ 7 different delivery days ‣ 7 risks of losing something ‣ 7 times frustrations and risks
  48. 48. $8 $0 $5 $2 DISTRIBUTION PARTNER $5 $5
  49. 49. Are you ready to make the shift?
  50. 50. Payment models
  51. 51. if your shopping-cart > 20 euros
  52. 52. price € 13 Delivery € 2 Price increase Source: bol.com 15%
  53. 53. Limits the freedom to shop NOW I will wait till there is something else I need
  54. 54. Spotify
  55. 55. Spotify
  56. 56. Monthly fee payed by the consumer Source: CarDrops
  57. 57. If price is the bottleneck for shops AND customers today, do you think you could address this?
  58. 58. So who is your real client? DISTRIBUTION PARTNER SHOP CUSTOMER
  59. 59. How will you leverage freedom without adding complexity? How will you leverage freedom without breaking the connection with the shop?
  60. 60. QUESTIONS? GRATIS http://wijs.be/nl/downloads/ de-shift-in-retail @lisamille_be

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