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Wednesday 24th October 2012 The impact of e-commerce and the digital economy in Catalonia Carles Revilla @crevilla Cycle Digital Commerce
Digital Commerce Cycle About me… I have worked in both the private and public sectors predominantly focusing on developing competitiveness, business growth and internationalization through the different forms of digital media. I am currently functioning as a freelance digital strategist enhancingcompanies’ visibility and online business opportunities gain. I have experienceperforming insights research and building customized and efficient digitalstrategies in today connected world.www.carlesrevilla.meTW: @crevillawww.linkedin.com/in/crevilla
Catalunya GDP GDP/capFont: http://prezi.com/cl1e3hslz3qz/singulars-jonathan-tepper/
ACC1ÓACC1Ó is the agency set up by the Catalan Government to makeCatalan enterprises more competitive throughout the world. Itskey aims are to drive innovation, internationalization and attractinward investment.ACC1Ó is based in Barcelona with an international network of afurther 34 Business Promotion Centers covering some 70markets worldwide. It provides advice and practical help forbusinesses with a vocation to expand worldwide.
B The Internet economy in EuropeBy 2016, the Internet economy will reach $4.2 trillion inthe G-20 economies.If it were a national economy, the Internet economywould rank in the world’s top five.The Internet will contribute to contribute up to 8% ofGDP in some economies.Font: Forrester European Online Retail Forecast: 2011 to 2016
E-commerce in EuropeEuropean markets will increase from €96.706M in 2011 to€171.957M by 2016, a compound annual growth rate of12.2%. Annual growth forecasted in Spain is around 18%.By 2016, online sales will account for more than 14% oftotal retail sales in the UK and 10% in Germany, the twoleading European markets in online sales. Average in theUE will stand between 3,8% and 6,8%.Font: The Boston Consulting group: The Internet Economy in the G-20
Sales / Purchases onlinePercentage of companies selling/buying Percentage of companies selling/buyingonline in the UE online in Spain
Percentages of European consumers buying online Catalunya: 40%Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
B2C popular sales online The most popular items bought online in Catalunya are: - Hotels reservations - Flights - Clothing - Sports items - BooksFont: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia Fashion & complements group buying Founded in 2006 in BCN 2011 turnover: 320M (+90%) Markets: Spain, Italy, Mexico & Brasil. Acquired German dress-for- les in 2011. 1000 employees 10.000 customersFont: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia Flight & hotels search, comparison and booking engine Founded in 1999 in BCN Markets: Spain, Italy, France, Portugal, the UK, US, Turkey,… In 2011 merged with GO Voyages and acquired Opodo and Travellink to found the ODIGEO group. ODIGEO: 12 million customers in 28 countries. €3.500 million turnover.Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia Leisure group buying social ecommerce Founded in 2010 in BCN Markets: Spain & Italy. 130 cities Users: 6 million 2011 turnover: 120 million Employees: 350 Facebook fans: 450.000Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia Fashion Founded in 1984 in BCN. Online shop in 2000. Markets: EU, USA, Canada, Turkey, Russia, China & Japan. Employees: 8.600 2011 turnover: 36,2 millions (online)Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia Tourism group buying social ecommerce Founded in 2010 in BCN Markets: Spain, Italy, Portugal, Mexico, Argentina, Chile, Colombia & Uruguay. Partnered with US LivingSocial Users: 35 million subscribers (6M in Spain) Employees: 600 2011 turnover: 1000 millionFont: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia Online supermarket Founded in 2010 in BCN. Markets: Spain Employees: 20 Users: 60.000Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
How ACC1Ó supports the Catalan SMEs Create a methodologyDetect a Locate & select the expertsshortage Co-financing
The shortageCatalan companies were underperforming on the Internet:- No creation business opportunities- Low rate of ecommerce- Lack of digital strategies- No links within online marketing and internationalization, lackof market orientation- Poor web designs and architectures- No use of social platforms
The 2BDigital initiativeThe 2BDigital initiative: Internet as an international marketingtool.MISSION: Incorporate Internet on the SME internationalizationstrategy. Help Catalan companies develop a digital marketingplan targeting their international markets and audiences.
The ConsultantsPROFILE: External digital strategists; freelance orsmall agency.SELECTION PROCESS: Agency and personal profile +cases studies + interview + pilot.
The MethodologyRESEARCHGOALSSTRATEGY & TECHNIQUESARQUITECTUREANALYSIS
ResearchAUDIENCE: Demography, sources of information, shoppingbehaviour, social network presence,…SECTOR: Marketplaces, directories, blogs, social networks,…COMPETITION: web structure, usability & design, SEOkeywords, ORM, social networks,…COMPANY: Resources, knowledge, team,…