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E-commerce research among Romanian web stores 
Research study on year 2013 and 2014 
1 
September 2014.
©2014 eNET Internetkutató Kft. Minden jog fenntartva! 2 
Table of contents 
1.Introductionpage 3 
2.eNET Supply Side Surve...
3 
Introduction 
eNET online research, May-August 2014
©2014 eNET Internetkutató Kft. All rights reserved. 
TurnoverinRomaniane-commerce(inmillionEUR) 
4 
77 
206 
272 
441 
473...
5 
Supply Side SurveyInvestigation of Romanian web shops dealing with online retail 
eNET online research, May-August 2014
6 
ThisresearchsummaryintroducessomeoftheeNETonlinesurveyresearchresults.Mostoftheresultsfocusontheyear2013. 
eNETisaHunga...
7 
Operation and sales activitiesof the webshop
©2014 eNET Internetkutató Kft. All rights reserved. 8 
Web store characteristics 
53% 
47% 
Do you have traditional, offli...
©2014 eNET Internetkutató Kft. All rights reserved. 9 
Web store characteristics: size matters? 
21% 
28% 
36% 
6% 
8% 
Nu...
©2014 eNET Internetkutató Kft. All rights reserved. 
Online sales data –number of purchases 
10 
974 
1 670 
2 310 
0 
500...
©2014 eNET Internetkutató Kft. All rights reserved. 
Sales data –net income (in 1000 RON) 
11 
893 853 
1 431 440 
0 
200 ...
©2014 eNET Internetkutató Kft. All rights reserved. 12 
Productcategory 
Products inthecategory 
Food for the family, alco...
©2014 eNET Internetkutató Kft. All rights reserved. 13 
Product category 
% in the sample* 
Average number of transactions...
14 
Summary 
Most of the web shops in our sample are small ones, two-thirds of them have only one business unit in Romania...
15 
Future expectations
©2014 eNET Internetkutató Kft. All rights reserved. 
Future expectations of Romanian web shops1. 
16 
Whilethereisanexpect...
©2014 eNET Internetkutató Kft. All rights reserved. 
Future expectations of Romanian web shops2. 
17 
Webshopsexpecttheris...
©2014 eNET Internetkutató Kft. All rights reserved. 
Future expectations of Romanian web shops 3. 
18 
Webshopsthinkthatth...
19 
Summary 
Whilemostofthewebshopsanticipatethesignificantgrowthofinternetusers(77%)andsmartphoneusers(85%)andonlineshopp...
20 
Payment and delivery methods
©2014 eNET Internetkutató Kft. All rights reserved. 21 
94% 
79% 
52% 
48% 
24% 
24% 
0% 
3% 
0% 
20% 
40% 
60% 
80% 
100%...
©2014 eNET Internetkutató Kft. All rights reserved. 
97% 
80% 
60% 
29% 
11% 
31% 
0% 
91% 
78% 
44% 
69% 
38% 
16% 
0% 
0...
©2014 eNET Internetkutató Kft. All rights reserved. 
Available delivery methods among web shops 
23 
96% 
57% 
37% 
27% 
1...
©2014 eNET Internetkutató Kft. All rights reserved. 
Available delivery methods among web shops 
24 
Itisnotasurprisethatp...
©2014 eNET Internetkutató Kft. All rights reserved. 
Available courier services among web shops 
25 
56% 
42% 
27% 
19% 
1...
©2014 eNET Internetkutató Kft. All rights reserved. 
Available courier services among web shops 
26 
Inaveragetherearemore...
27 
Summary 
CashondeliveryserviceisthemostcommonpaymentmethodamongRomanianwebshops.94%ofthesamplegivesthisoptiontocustome...
28 
The role of mobile platform
©2014 eNET Internetkutató Kft. All rights reserved. 
Mobile phone optimization 
29 
37% 
43% 
39% 
50% 
40% 
45% 
13% 
17%...
©2014 eNET Internetkutató Kft. All rights reserved. 
Smartphone applications among web shops 
30 
2% 
13% 
7% 
34% 
28% 
3...
©2014 eNET Internetkutató Kft. All rights reserved. 
Proportion of mobile platform in sales 
31 
27% 
16% 
20% 
27% 
24% 
...
©2014 eNET Internetkutató Kft. All rights reserved. 
Expected proportion of sales on mobile platforms for 2015 
32 
28% 
2...
33 
Summary 
E-traderretailersexpectahighersmartphonepenetrationthatenhancestheimportanceofmobileplatformine- commerce.The...
34 
Online platforms, price comparison sites and another marketing tools
©2014 eNET Internetkutató Kft. All rights reserved. 
Different online platforms for web shops 
35 
85% 
67% 
67% 
65% 
18%...
©2014 eNET Internetkutató Kft. All rights reserved. 
Different online platforms for web shops 
36 
Companieshavingonlyonli...
©2014 eNET Internetkutató Kft. All rights reserved. 
Presence on price comparison sites 
37 
84% 
61% 
39% 
30% 
27% 
25% ...
©2014 eNET Internetkutató Kft. All rights reserved. 
The role of price comparison sites 
38 
Although46%saidthatShopmania....
©2014 eNET Internetkutató Kft. All rights reserved. 
Advertising rates of price comparison sites 
39 
Compari.roandShopman...
©2014 eNET Internetkutató Kft. All rights reserved. 
Effectiveness of different price comparison sites 
40 
Compari.roandS...
©2014 eNET Internetkutató Kft. All rights reserved. 
Effectiveness of the different online marketing tools 
41 
Webshopsth...
©2014 eNET Internetkutató Kft. All rights reserved. 
Usage of different online marketing tools 
42 
PresenceonthePPCmarket...
43 
Summary 
85%ofthewebshopsinthesamplehaveanowndevelopedwebsiteand18%alsousetheoptiontorentastoreunderanexistingonlinepl...
©2014 eNET Internetkutató Kft. Minden jog fenntartva! 44 
Attribution-NonCommercial-NoDerivatives4.0International(CCBY-NC-...
©2014 eNET Internetkutató Kft. Minden jog fenntartva! 45 
eNET Internet Research and Consulting Ltd. 
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Studiu piata e-commerce Romania - magazinele online romanesti 2013 & 2014

Studiu despre piata de e-commerce din Romania la nivelul 2013-2014 realizat de eNet Internet Research and Consulting cu sprijinul GPeC

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Studiu piata e-commerce Romania - magazinele online romanesti 2013 & 2014

  1. 1. E-commerce research among Romanian web stores Research study on year 2013 and 2014 1 September 2014.
  2. 2. ©2014 eNET Internetkutató Kft. Minden jog fenntartva! 2 Table of contents 1.Introductionpage 3 2.eNET Supply Side Survey page 5 Operation and sales activities of the web shopspage 7 Future expectations page 15 Payment and delivery methods page 20 The role of mobile platform page 28 Online platforms, price comparison sites and another marketing toolspage 34
  3. 3. 3 Introduction eNET online research, May-August 2014
  4. 4. ©2014 eNET Internetkutató Kft. All rights reserved. TurnoverinRomaniane-commerce(inmillionEUR) 4 77 206 272 441 473 527 647 794 929 1046 1145 0 200 400 600 800 1 000 1 200 1 400 2006 2007 2008 2009 2010 2011 2012 2013* 2014* 2015* 2016* *-2013-2016dataareestimations. BasedonthePriceWaterhouseCoopersresearchthereisamassiveandconstantgrowthinRomaniane- commerce.Basedontheirnumbers(includingnotonlyproductsofwebshopsbutservices,too)theturnoverinthissectorwasEUR647millionbutthereisanoptimisticestimationofanalmostdoubledturnoverfor2016.) PWC –YmensTeamnet2012
  5. 5. 5 Supply Side SurveyInvestigation of Romanian web shops dealing with online retail eNET online research, May-August 2014
  6. 6. 6 ThisresearchsummaryintroducessomeoftheeNETonlinesurveyresearchresults.Mostoftheresultsfocusontheyear2013. eNETisaHungarianresearchandconsultingcompany.OneofeNET'sresearchfieldise-commerce,thefirmhasbeenrunningonlinesurveysinHungaryonthetopicsince2001.ThisyearthefirsttimewelaunchedourfirstonlinesurveyresearchonRomaniane- commercemarketforwebshops. Aim of the research:investigation of Romanian companies dealing with online retail. Subject of the research:investigation of web shops dealing with online retail and having a Romanian language website Methodology:Online (html-based) survey. Surveys were sent to 4930 web shops. The total sample covers the data of 177 respondents. Research timing:May –August 2014 Our partner in the research is Naspers OCS Hungary Kft. Naspers is the owner of the Romanian price comparison siteCompari.ro. Another local partner is GPeC–the Gala PremiilorE-Commerce. Details of the 2014 year supply side survey research
  7. 7. 7 Operation and sales activitiesof the webshop
  8. 8. ©2014 eNET Internetkutató Kft. All rights reserved. 8 Web store characteristics 53% 47% Do you have traditional, offline sales activity? Yes No 1% 1% 1% 1% 2% 2% 1% 6% 11% 14% 10% 25% 25% 1% When did you open the online sales platform of your web store? 1998 1999 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Half of the web shops in the sample was opened since 2012. Almost half of the web shops has offline activities, too –internet is not the only sales platform for them. The average conversion rate of the web stores is 11.2%. This rate is lower (8.8%) among only online shops than among shops with both online and offline activities (13.9%).
  9. 9. ©2014 eNET Internetkutató Kft. All rights reserved. 9 Web store characteristics: size matters? 21% 28% 36% 6% 8% Number of employees working for the web shop 1 person 2 persons 3-5 persons 6-10 persons More than 10 persons 3% 64% 11% 8% 3% 2% 4% 1% 1% 1% 1% Number of stores / branches / business units in Romania 0 1 2 3 4 5 7 9 12 20 50 Average number of employees: 3.94 Among only online shops: 3.79 Among shops with online and offline activities: 4.06 Average number of units: 2.58 Among only online shops: 1.37 Among shops with online and offline activities: 3.49 The web shops in our sample are quite small, 64% of them have only one business unit. Half of them hasonly 1 or 2 employees, another third has 3-5 employees.
  10. 10. ©2014 eNET Internetkutató Kft. All rights reserved. Online sales data –number of purchases 10 974 1 670 2 310 0 500 1 000 1 500 2 000 2 500 2013 2014 (expected) 2015 (expected) Number of online purchases (orders) Almostallrespondentsexpectariseinthenumberofpurchases.2014expectationsare71%higherthanin2013andfor2015theyareevenmoreoptimistic:comparedto2013datatheexpectationsareon263%.
  11. 11. ©2014 eNET Internetkutató Kft. All rights reserved. Sales data –net income (in 1000 RON) 11 893 853 1 431 440 0 200 000 400 000 600 000 800 000 1 000 000 1 200 000 1 400 000 1 600 000 How much was the net income of your total (traditional + online) sales activates in 2013? What kind of amount do you expect for 2014 from all salesactivities? Net income from total sales activities (online+offline) Companiesdealingwithtraditional(offline)salesactivities,tooexpecta60%riseintotalsalesnumbersfor2014comparedtothepreviousyear.
  12. 12. ©2014 eNET Internetkutató Kft. All rights reserved. 12 Productcategory Products inthecategory Food for the family, alcoholic drinks, coffee, tobacco Food for the family for not-prompt consumption, alcoholic beverages, coffee, tobacco products, e-cigarette Food and drink orders for one meal (gastro) Food and drinks for prompt consumption Health, wellness and sports Bio food, food supplements, vitamins, medicines, pharma products, medical tools, sporting goods, exercise and fitness tools, accessories for outdoor activities and hobbies, special sport clothes (not for street wear) Beauty products and cosmetics Cosmetics and personal care items, perfumes Fashion, clothing, baby products, jewelry, watches and accessories Textiles, clothes, shoes, leather goods, bags, general sporting clothes (for street wear, too), products for babies and theirmothers, baby clothes, watches, jewelries and accessories Drug store and household supplies Non-durable consumer goods, cleaning and washing supplies but no medicines Household appliances, brown and white goods Household durables, major and small home appliances Household electronics Television, radio, tape recorder, video player, CD-player, DVD-player Blu-ray-player, hi-fi system, music players, cameras, camcorders, video games, PC and console games IT products Computers and accessories, software (not downloadable) Mobile phone Mobile phones and accessories Home décor and furniture, home improvement and building, DIY and garden Furniture, home decoration products, furnishing, lamps and lighting; metal and sanitary ware, wallpaper, house building and improvement materials and tools, hardware, paint; DIY tools and materials, small gardening tools Books, newspapers, magazines Printed books, newspapers and magazines Gifts, toys and games Toys, games, gifts and flowers Office products, school supplies Office products, office furniture, school products and supplies, official forms and documents Pet food and supplies Pet food and products for pet care Audiovisual products (music, film, CD, DVD) Films, music, CD, DVD, tape, videotape, record, audiobook Downloadable content (voice, music, video, software) Downloadable content for the customers’ devices (not containing stream and cloud services): videos, music, voices, picture, software, e-books Automotive products New and second-hand vehicles, car and motor accessories Other products Other articles and products Details of product categorizations used by eNET
  13. 13. ©2014 eNET Internetkutató Kft. All rights reserved. 13 Product category % in the sample* Average number of transactions Home décor and furniture, home improvement and building, DIY and garden 28 851 Beauty products and cosmetics 19 149 Fashion, clothing, baby products, jewelry, watches and accessories 19 468 Health, wellness and sports 17 1060 Gifts, toys and games 16 1056 Automotive products 14 294 Household appliances, brown and white goods 12 5 Household electronics 9 (nodata) Food for the family, alcoholic drinks, coffee, tobacco 6 50 Drug store and household supplies 6 300 IT products 6 3 Office products, school supplies 4 250 Audiovisual products (music, film, CD, DVD) 4 200 IT products specialized on laptop, notebooks and netbooks 3 (nodata) IT products specialized on tablets 3 (nodata) Mobile phone 3 (nodata) Mobile phone specialized on smartphones and PDAs 3 (nodata) Pet food and supplies 1 50 Other products 17 754 Product categories * One web shop can trade more than one product category, therefore the sum of the percentages are higher than 100%.
  14. 14. 14 Summary Most of the web shops in our sample are small ones, two-thirds of them have only one business unit in Romania and half of them has not more than 2 employees and did not have an online activity before 2012. 47% of them have offline sales, too. The average yearly number of purchases did not exceed 1000 orders but for the next years there is an expectation of an increase in transactions numbers: for 2014 they anticipate a 71% rise in that, and for 2015 a 163% growth compared to 2013. The average conversion rate of the web stores is 11,2% that is lower among only online shops. The most common marketed product categories in our sample are: Homedécorandfurniture,homeimprovementandbuilding,DIYandgarden(28%) Beautyproductsandcosmetics(19%) Fashion,clothing,babyproducts,jewelry,watchesandaccessories(19%) Health,wellnessandsports(17%) Gifts,toysandgames(16%) Automotiveproducts(14%)
  15. 15. 15 Future expectations
  16. 16. ©2014 eNET Internetkutató Kft. All rights reserved. Future expectations of Romanian web shops1. 16 WhilethereisanexpectationofagrowthinthenumberofRomanianinternetusersandonlineshoppersandalsointhenumberofpurchases,thistendencyismoremoderateintheincreaseofonlinetransactionsvalueinthenext3-4years. 3% 3% 3% 4% 3% 3% 4% 4% 16% 4% 4% 30% 37% 36% 40% 27% 40% 54% 48% 34% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The number of Romanian internet users will significantly rise in thenext few years. The number of Romanian online shoppers will significantly rise in thenext few years. The number of online transactions in Romania will significantly rise inthe next few years. The purchase value of online transactions will significantly rise in thenext few years. Completely disagree Rather disagree Neither-nor Rather agree Completely agree
  17. 17. ©2014 eNET Internetkutató Kft. All rights reserved. Future expectations of Romanian web shops2. 17 Webshopsexpecttheriseofdeliverybycouriercompaniesinthenext3-4yearsthatisamoreconvenientwayofgettingtheorderedgoodsforthecustomers.However,theincreaseofonlinetransactionspaidonlineisnotsomuchanticipated,onlyhalfoftherespondentsagreedonthat. 9% 1% 10% 4% 18% 1% 22% 16% 36% 9% 30% 25% 12% 31% 24% 34% 25% 57% 13% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pickup of online orders in stores will be more typical. Delivery of online orders via courier companies will be more typical. The payment of online orders will be arranged rather via cash. The payment of online orders will be arranged rather via e-moneythrough the internet. Completely disagree Rather disagree Neither-nor Rather agree Completely agree
  18. 18. ©2014 eNET Internetkutató Kft. All rights reserved. Future expectations of Romanian web shops 3. 18 Webshopsthinkthatthenumberofsmartphoneuserswillsignificantlyriseintheforthcoming3-4years. Thereisamassiveexpectationoftheappearanceofnewplayersonthee-commercemarket,alsofromforeigncountries. 3% 4% 5% 3% 1% 5% 9% 10% 29% 33% 39% 26% 52% 45% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The number of Romanian smartphone users will significantly rise inthe next few years. The number of competitors in the market of web stores’ products will significantly rise in the next few years. We expect some significant international players to enter theRomanian market of the web stores. Completely disagree Rather disagree Neither-nor Rather agree Completely agree
  19. 19. 19 Summary Whilemostofthewebshopsanticipatethesignificantgrowthofinternetusers(77%)andsmartphoneusers(85%)andonlineshoppers(90%)inthefollowing3-4years,thereisanexpectationofhighercompetition,too.84%oftherespondentsagreedthatthenumberofwebshopswillbesignificantlyhigherand61%thinksthatinternationalplayerswillentertheRomanianecommerceretailmarketinthenextyears. 83%agreesthatthenumberoftransactionswillbehigherbutonly61%thinksthatthevalueofpurchaseswillgrow,too. Theyalsoexpectachangeincommondeliverymethods:88%agreesthatdeliveryviacourierserviceswillbemoretypical.Wecannotseesimilartendenciesifwelookatthepaymentmethods:although53%thinksthatonlinepaymentwillbemorecommonbutstilltherearemorerespondentswhoexpectthecashpayment’spopularitythanrespondentswhodenyit.
  20. 20. 20 Payment and delivery methods
  21. 21. ©2014 eNET Internetkutató Kft. All rights reserved. 21 94% 79% 52% 48% 24% 24% 0% 3% 0% 20% 40% 60% 80% 100% Cash on delivery service (via own employee, postal or courier service) Payment by bank transfer Online payment with bank card Cash payment at the store or at a partner Bank card payment at the store or at a partner Payment via online operator (e.g. Payu, PayPal) Payment via mobile provider service (e.g. MasterCard PayPass, Visa PayWave) Other Available payment methods among web shops OneofthemostsignificantproblemofRomaniane-commerceisthehighproportionofdealspaidbycashondeliveryservice.94%ofwebstoresgivesthisoptiontoitscustomers,meanwhilebanktransferasapaymentoptionisgrantedby79%ofthem.Cashpaymentatthestore(orpartner)andpaymentwithbankcardisalsopopular,wehavefoundthispaymentmethodamonghalfofe-traders. Averagenumberofavailablepaymentmethods:3.34
  22. 22. ©2014 eNET Internetkutató Kft. All rights reserved. 97% 80% 60% 29% 11% 31% 0% 91% 78% 44% 69% 38% 16% 0% 0% 20% 40% 60% 80% 100% Cash on delivery service (via own employee, postal or courier service) Payment by bank transfer Online payment with bank card Cash payment at the store or at a partner Bank card payment at the store or at a partner Payment via online operator (e.g. Payu, PayPal) Payment via mobile provider service (e.g. MasterCard PayPass, Visa PayWave) Only online activities Online+offline sales activities Available payment methods among web shops 22 Two-thirdsofthewebshopshavinganofflineactivity,toogivethelocalcashpaymentasanoptionthatismuchalowerproportionamongwebshopsonlywithonlineactivity.But60%ofonlyonlineshopsprovidebankcardpaymentonlinetotheircustomers. * Felvásárlás miatt a GTR-re vonatkozó adatokat is tartalmazza a DPD értéke. Average number of available payment methods: 3.34 Among only online shops: 3.09 Among shops with online and offline activities: 3.63
  23. 23. ©2014 eNET Internetkutató Kft. All rights reserved. Available delivery methods among web shops 23 96% 57% 37% 27% 18% 6% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Delivery via courierservice Personal pickup at thestore Own employee delivers Traditional postaldelivery Personal pickup at apartner Via internet (for non- material goods) Other DeliveryviacourierserviceisthemostcommondeliverymethodamongRomanianwebshops–itisavailableinalmosteachofthem.Personalpickupatthestoreisalsoapopularoption,morethanhalfoftheshopsprovideitfortheircustomers. Averagenumberofavailabledeliverymethods:2.45
  24. 24. ©2014 eNET Internetkutató Kft. All rights reserved. Available delivery methods among web shops 24 Itisnotasurprisethatpersonalpickupatstoreasadeliveryoptionismorepopularamongwebshopshavingtraditionalsalesactivities,too.Theselateronesprovidemoredeliveryoptionsfortheirclients. 97% 75% 44% 25% 25% 6% 0% 94% 40% 31% 29% 11% 6% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Delivery via courier service Personal pickup at the store Own employee delivers Traditional postal delivery Personal pickup at a partner Via internet (for non- material goods) Other Online+offline sales activities Only online activities Average number of available delivery methods: 2.45 Among only online shops: 2.19 Among shops with online and offline activities: 2.72
  25. 25. ©2014 eNET Internetkutató Kft. All rights reserved. Available courier services among web shops 25 56% 42% 27% 19% 14% 13% 13% 9% 3% 3% 3% 2% 2% 2% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ThemostpopularcourierserviceamongwebshopsinRomaniaisFanCourier–theirserviceisavailableinmorethanhalfofthewebstoresinsample.UrgentCourierisalsosignificantplayerwith:theydeliverforthecustomersof42%oftheshopsandoneinfourwebshopsusesPostaRomaniaasacouriercompanyfordelivery. Averagenumberofavailablecourierservices:2.19
  26. 26. ©2014 eNET Internetkutató Kft. All rights reserved. Available courier services among web shops 26 InaveragetherearemorethantwocourierservicesavailableamongRomanianwebshops.Thosedealerswhohaveofflinesalesactivities,tooaremorelikelytohavemorecouriercompaniesthanonlyonlineshops.PostaRomaniaismorepopularamongonlyonlinewebshopsthanamongtraderswithtraditionalandonlinesales. 61% 48% 23% 16% 19% 19% 10% 6% 6% 0% 3% 3% 3% 52% 36% 30% 21% 9% 6% 15% 0% 0% 3% 0% 0% 24% 0% 10% 20% 30% 40% 50% 60% 70% Fan Courier Urgent Courier Posta Romana Cargus GLS NemoExpress TNT DPD Sprint Courier DHL Dragon Star OTTO Courier Other Online+offline sales activities Only online activities Average number of available courier services: 2.19 Among only online shops: 2.15 Among shops with online and offline activities: 2.23
  27. 27. 27 Summary CashondeliveryserviceisthemostcommonpaymentmethodamongRomanianwebshops.94%ofthesamplegivesthisoptiontocustomersand48%allowscashpaymentatthestoreoratapickuppartner.Onlinepaymentviabanktransferisavailablein79%oftheinvestigatedstoresand52%givesthebankcardpaymentoption. Theaveragenumberofavailablepaymentmethods:3.34 DeliveryviacourierserviceisthemostcommondeliverymethodamongRomanianwebshops–itisavailablein96%ofthembut37%triestoarrangeitviaownemployers,too.Personalpickupatthestoreisalsoapopularoption,57%providesitfortheircustomers. Theaveragenumberofavailabledeliverymethods:2.45 FanCourieristhemostoftenhiredcourierservicecompany:in56%ofwebshopswheredeliveryhappensviacouriercompanies,FanCourierisavailable.ThesamenumberforUrgentCourieris42%. PostaRomanaisthethirdmostcommonoption(27%). Theaveragenumberofavailablecourierservices:2.19
  28. 28. 28 The role of mobile platform
  29. 29. ©2014 eNET Internetkutató Kft. All rights reserved. Mobile phone optimization 29 37% 43% 39% 50% 40% 45% 13% 17% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Online+offline sales activities Only online activities Total Yes No but we plan to have one in 2014 No and we don’t have plans for that 4in10webshopshaveanoptimizedsiteformobiledevicesandanother45%planstodeveloponein2014. Amongwebshopswithoutofflineactivitytheproportionofalreadyoptimizedsitesisabithigher.
  30. 30. ©2014 eNET Internetkutató Kft. All rights reserved. Smartphone applications among web shops 30 2% 13% 7% 34% 28% 31% 64% 60% 62% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Online+offline salesactivities Only online activities Total Yes No but we plan to have one in 2014 No and we don’t have plans for that Smartphoneapplicationisnotsopopular,almosttwo-thirdsoftherespondentssaidtheydonotplantodevelopanapp.Thosewhohaveorplantohaveonein2014preferAndroidbutiOSisalsoasignificantplatform. 79% 55% 32% 5% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Android iOS (iPhone) WindowsPhone Blackberry Symbian(Nokia)
  31. 31. ©2014 eNET Internetkutató Kft. All rights reserved. Proportion of mobile platform in sales 31 27% 16% 20% 27% 24% 22% 27% 20% 21% 0% 10% 20% 30% 40% 50% Total number of web store visitors coming from mobileplatforms Total number of online shoppers coming from mobileplatforms Turnover from online purchases coming from mobileplatforms Online+offline sales activities Only online activities Total Withtheexpansionofe-commerceandmobileinternetpenetrationtheproportionofwebshoptrafficfrommobiledevicesisbecomingmoreandmoreimportant.Ourrespondentssaidthat16-21%oftheirtrafficcomesfrommobiledevices.
  32. 32. ©2014 eNET Internetkutató Kft. All rights reserved. Expected proportion of sales on mobile platforms for 2015 32 28% 26% 29% 35% 28% 31% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Number of online transactions/purchases on mobile platforms (in 2015) Net income from online purchases (in 2015) Online+offline sales activities Only online activities Total Bothinthenumberoftransactionsandinthenetincomethereisanexpectedgrowth:inthenumberoftransactionswecanseearisefrom20%(2013)to28%(2015).Theincreaseisevenhigherifwecompareturnoverexpectationsonlyfrommobileplatforms,itwas21%in2013anddealerexpecta31%proportionfor2015.
  33. 33. 33 Summary E-traderretailersexpectahighersmartphonepenetrationthatenhancestheimportanceofmobileplatformine- commerce.Thewebshoptrafficfrommobiledevicesisbecomingmoreandmoreimportant,16-21%ofthetrafficofwebstoresinoursamplefrommobiledevices:27%oftheirvisitors,20%oftheirshoppersand21%oftheirturnovercomesfrommobilephones. Bothinthenumberoftransactionsandinthenetincomethereisanexpectedgrowthfrommobileplatformsforthefollowingyears. Therearetwopopularwaystofacilitatemobilee-commerce:websiteoptimizationformobiledevicesanddevelopmentofownapplications.Thislaterisnotsoimportantforsmallwebshopsbutmobileoptimizationisquitecrucialintheemergingcompetition. 39%ofthewebshopsinthesamplealreadyhasanoptimizedsiteformobiledevicesandanother45%planstodeveloponein2014. Developingasmartphoneapplicationisnotsopopularandisnotanoptionforeverye-trader,62%doesnotplantohaveanownsmartphoneapp.Thosewhohave(7%)orplantohave(31%)anownsmartphoneapplicationin2014preferAndroid(79%)becauseitisthemostcommonsmartphoneoperationsystembutiOS(iPhone)55%andWindowsPhone32%arealsosignificantmobileoperationplatformsforthem.
  34. 34. 34 Online platforms, price comparison sites and another marketing tools
  35. 35. ©2014 eNET Internetkutató Kft. All rights reserved. Different online platforms for web shops 35 85% 67% 67% 65% 18% 12% 9% 5% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% We run an ownweb store with anown homepage(own domain) We are present onsearch sites (e.g. Google) We are present onprice-comparisonsites We are present onsocial networkingsites (e.g. Facebook, Twitter) We run an ownweb store under arented online shopplatform We sell via auctionportals We sell via onlinemarketplaces andweb plazas We have businessvia coupon sites Other onlineplatform Havinganownwebsiteforthewebshopisthemostcommonwayofrunninganecommerceactivityand85%ofwebstoresusethisoption.Only18%oftherespondentssaidthattheyrentawebstoreunderanonlineshopplatform.Two-thirdsofthewebshopsusesocialnetworkingsitesandGoogleforitsserviceandthesameproportionispresentonpricecomparisonsites.
  36. 36. ©2014 eNET Internetkutató Kft. All rights reserved. Different online platforms for web shops 36 Companieshavingonlyonlinesalesactivitiesaremorelikelytorentawebshopthantodevelopanownone,26%rentsawebstoreunderanonlineshopplatform.Theyaremorelikelytojointoapricecomparisonsite,toothanshopswithbothtraditionalandonlinesales. 91% 63% 66% 69% 9% 13% 6% 3% 3% 79% 71% 68% 62% 26% 12% 12% 6% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% We run an own webstore with an ownhomepage (owndomain) We are present onprice-comparison sites We are present onsearch sites (e.g. Google) We are present onsocial networking sites(e.g. Facebook, Twitter) We run an own webstore under a rentedonline shop platform We sell via auctionportals We sell via onlinemarketplaces and webplazas We have business viacoupon sites Other online platform Online+offline sales activities Only online activities
  37. 37. ©2014 eNET Internetkutató Kft. All rights reserved. Presence on price comparison sites 37 84% 61% 39% 30% 27% 25% 16% 14% 11% 9% 9% 5% 5% 2% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Shopmania.roandCompari.roarethemostpopularpricecomparisonsitesinoursample,theyseemtobethetwomajorplayersinthissector.
  38. 38. ©2014 eNET Internetkutató Kft. All rights reserved. The role of price comparison sites 38 Although46%saidthatShopmania.rogeneratesthemostvisitorsbutinthenumberofcustomerswecan’tseedifferencebetweenCompari.roandShopmania.ro.Furthermore,ifweinvestigatetheturnoverCompari.roismoreeffective. 8% 5% 9% 5% 3% 3% 3% 5% 36% 37% 41% 3% 5% 3% 5% 3% 46% 37% 38% 3% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Which price comparison site generates the most visitors? Which price comparison site generates the most customers? Which price comparison site generates the biggest turnover? Allshops.ro Bizoo.ro Cauti.ro Compari.ro Okazii.ro Price.ro Shopmania.ro Other
  39. 39. ©2014 eNET Internetkutató Kft. All rights reserved. Advertising rates of price comparison sites 39 Compari.roandShopmania.roarethemostoftenusedpricecomparisonsitesbut27%ofthewebshopsperceivedthemasexpensive(expensiveorratherexpensive). 68% 51% 54% 66% 61% 80% 14% 75% 72% 42% 73% 27% 9% 84% 84% 69% 96% 3% 16% 19% 3% 9% 7% 10% 11% 13% 3% 10% 17% 22% 3% 3% 13% 12% 14% 16% 9% 15% 10% 29% 4% 6% 6% 13% 29% 20% 9% 9% 9% 0% 9% 8% 8% 3% 12% 21% 7% 6% 9% 12% 24% 3% 3% 9% 4% 3% 3% 9% 10% 12% 5% 17% 6% 11% 9% 3% 3% 17% 4% 3% 27% 3% 10% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Allshops.ro Bizoo.ro Cauti.ro Clubafaceri.ro Compara.ro Compara-pret.ro Compari.ro Cumparaturi.ro Kaboo.ro Okazii.ro Practicmagazin.ro Price.ro Shopmania.ro Shopping-experts.ro Shoprider.ro Smartbuy.ro Other We have no experience Cheap Rather cheap Neither-nor Rather expensive Expensive
  40. 40. ©2014 eNET Internetkutató Kft. All rights reserved. Effectiveness of different price comparison sites 40 Compari.roandShopmania.roareconsideredasmoreeffectivetoolsforsalesamongpricecomparisonsitesbytheRomanianwebshopretailers. 61% 53% 58% 75% 67% 84% 21% 86% 79% 46% 77% 41% 4% 83% 83% 68% 88% 6% 15% 14% 3% 7% 3% 2% 7% 7% 3% 5% 4% 3% 7% 6% 27% 21% 14% 19% 23% 10% 9% 3% 10% 20% 16% 16% 18% 10% 7% 19% 13% 9% 8% 3% 21% 3% 3% 14% 6% 24% 31% 3% 6% 6% 6% 3% 3% 26% 6% 5% 24% 3% 3% 21% 11% 8% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Allshops.ro Bizoo.ro Cauti.ro Clubafaceri.ro Compara.ro Compara-pret.ro Compari.ro Cumparaturi.ro Kaboo.ro Okazii.ro Practicmagazin.ro Price.ro Shopmania.ro Shopping-experts.ro Shoprider.ro Smartbuy.ro Other We have no experience Not effective at all Rather not effective Neither-nor Rather effective Very effective
  41. 41. ©2014 eNET Internetkutató Kft. All rights reserved. Effectiveness of the different online marketing tools 41 WebshopsthinkthatSEOisthemosteffectivemarketingtoolfortheirbusinessgoals.Joiningtoapricecomparisonsiteisthesecondmosteffectivemarketingtoolforwebshopsbutpaidadvertisements(PPC) andpresenceonsocialnetworkingsitesarealsoconsideredaseffective. 20% 5% 3% 14% 8% 38% 38% 9% 66% 9% 2% 6% 15% 12% 26% 20% 15% 9% 29% 6% 21% 32% 26% 12% 12% 9% 9% 21% 20% 24% 17% 17% 17% 12% 17% 6% 11% 21% 26% 11% 17% 3% 9% 17% 3% 11% 47% 20% 12% 21% 5% 9% 33% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sending newsletters Search Engine Optimization (SEO) Paid advertisements (e.g. Google AdWords, ETARGET) Banner ads (web banner click-through advertisements) Presence and advertising on social networking sites (e.g. Facebook) Using e-coupons and joining coupon sites Affiliate program (joining partner sites) Presence on price comparison sites Other marketing tool We have no experience in this field Not effective at all Rather not effective Neither-nor Rather effective Very effective
  42. 42. ©2014 eNET Internetkutató Kft. All rights reserved. Usage of different online marketing tools 42 PresenceonthePPCmarket,socialnetworkingsitesandhavingSEOeffortsseemtobeimportantforRomanianwebshopsbutpresenceonpricecomparisonsitesisthemostcommonmarketingtoolusedbythem. 32% 9% 23% 32% 14% 65% 59% 14% 75% 26% 21% 18% 26% 15% 18% 15% 9% 8% 20% 18% 14% 21% 15% 9% 17% 12% 11% 8% 23% 14% 9% 15% 5% 2% 15% 14% 29% 32% 12% 41% 3% 8% 50% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sending newsletters Search Engine Optimization (SEO) Paid advertisements (e.g. Google AdWords, ETARGET) Banner ads (web banner click-through advertisements) Presence and advertising on social networking sites (e.g. Facebook) Using e-coupons and joining coupon sites Affiliate program (joining partner sites) Presence on price comparison sites Other marketing tool We don’t use it at all Not often Neither often nor rarely Often We use it continuously
  43. 43. 43 Summary 85%ofthewebshopsinthesamplehaveanowndevelopedwebsiteand18%alsousetheoptiontorentastoreunderanexistingonlineplatform.65-67%areactiveonsearchsitesandsocialnetworkingsitesandonpricecomparisonsites,too.71%oftheonlyonlinewebshopsusestheservicesofpricecomparisonsites Shopmania.roandCompari.roarethemostpopularandmosteffectivepricecomparisonsitesforthewebshopsinoursample.46%saidthatShopmania.rogeneratesthemostvisitorsbutinthenumberofcustomersthereisnodifferencebetweenCompari.roandShopmania.ro.Furthermore,Compari.roismoreeffectiveincaseofturnover. Thereareotherwaystoincreasethetrafficofthewebshops.Whilejoiningtocouponsitesandaffiliateprogramsarenotpopular–andarenotconsideredaseffectivemarketingtools–thepresenceonsocialnetworkingsitesisquitegeneral(56%usesitoftenorpermanently),evenifitisnotaseffectiveasPPCadsandsearchengineoptimization.SEOisconsideredasthemosteffectiveonlinemarketingtool(68%saiditiseffective)butitisdifficulttomanageinahighlycompetitiveenvironmentandrequiresalotofwork,sopaidadscanhelptoincreasethewebshop’straffic.Classicbanneradsaregoingtolosetheirformerimportance.
  44. 44. ©2014 eNET Internetkutató Kft. Minden jog fenntartva! 44 Attribution-NonCommercial-NoDerivatives4.0International(CCBY-NC-ND4.0) Pleaserefertothisstudy:eNET-E-commerceresearchamongRomanianwebshops(Researchstudyonyear2013and2014) Youarefreeto: Share—copyandredistributethematerialforprivate,non-profit,educationalandawareness-raisingpurposes Underthefollowingterms: Attribution—Youmustgiveappropriatecredit,providealinktothelicense,andindicateifchangesweremade.Youmaydosoinanyreasonablemanner,butnotinanywaythatsuggeststhelicensorendorsesyouoryouruse. NonCommercial—Youmaynotusethematerialforcommercialpurposes. NoDerivatives—Ifyouremix,transform,orbuilduponthematerial,youmaynotdistributethemodifiedmaterial.
  45. 45. ©2014 eNET Internetkutató Kft. Minden jog fenntartva! 45 eNET Internet Research and Consulting Ltd. For more information send us an email: ecom.ro@enetgroup.euenetgroup.eu/ro eNET Internet Research and Consulting Ltd. Rádaystreet 42-44.Budapest, H-1092Tel: +36 1 373-0779, +36 1 373-0780Fax: +36 1 323-3280E-mail:info@enet.hu Web: www.enetgroup.eu/ro

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