INNOVATE OR GET KODAK’ED
5 Guiding Principles to NOT F#%K up Modern Commerce
June 2022
Guido X Jansen – Global Business & Technology Evangelist

“GET KODAK’ED”?
spryker.com

“GET KODAK’ED”?
Cameras
sold
(film
or
digital,
in
Millions)
Rolls
of
film
sold
(in
Millions)
spryker.com

“GET KODAK’ED”?
spryker.com

Guido X Jansen
Global Business & Technology Evangelist @ Spryker
● Applied Cognitive Psychologist
● In E-com & CRO since 2008
● Ran 1000+ controlled experiments
● Build several international CRO teams at Ecom merchants
● Did things with Magento
● Won the individual Experimentation Culture Award in 2020
● Host of the CRO.CAFE & Sheeptank Podcasts
gui.do/linkedin
@guido
To give you some context…

5 Guiding Principles

But before that…

6 Commerce Challenges

Number of years it
took for 25% of
the US population
to adopt a new
technology
10 20 30 40 50 years
TELEVISION
TELEPHONE
LIGHT
BULB
COMPUTER
SMARTPHONE
INTERNET
Source: US Census via Wall
Street Journal
Challenge 1: We have to anticipate a world that is changing
exponentially FASTER

Challenge 2: Supply chain disruptions

Challenge 3: Customer journeys & business processes
become COMPLEX
1995 -
2007
2007 -
2010
2010 -
2014
2013 -
2017
2018 2018 -
Ongoing
spryker.com

Sustainability and transparency
will play more important roles as
buying criteria”
The sustainable commerce trend has already begun in B2C,
driven by more sustainable materials, business practices,
shipping, and transparency. This will see a large uptick in B2B,
and IDC expects sustainability/ethics to show up on RFPs.
spryker.com

Challenge 5: Most commerce platforms were built for
yesterday’s customer journey
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Challenge 6: Autonomous commerce
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5 Guiding Principles

2. Methodology
1. Technology
3. Approach
4. KPIs
5. Strategy

1. Technology

Remember Commerce 1.0?
− DISCONNECTED Systems of Record
− MANUAL processes
− MONOLITHIC Commerce Suites
− RIGID ERP SYSTEMS
− Homegrown LEGACY TECHNOLOGY solutions
spryker.com

Remember these Enterprise IT landscapes?
spryker.com

Modern Enterprise Architecture
Cart &
Lists
Price &
Promotion
Product
Category Checkout
API Orchestration Layer
External
Search
External
Tax
Custom
PBCs
Packaged Business
Capabilities
spryker.com
Payment
Tax
App
Composition
+
ERP
PIM
Reporting
Analytics
Integration Mediation Tier
Pricing &
Discounts
CRM
+

2. Methodology

spryker.com

Digital Best Practices
− NEVER ENDING PROCESS, not a project
− Prioritize based on CUSTOMER NEEDS
− NEAR-TERM high-impact vs. BIG
innovations
− TIME is your most important KPI
− Build Measure Learn
spryker.com

Go for an MVP - not RfP
How not to build
a Minimum
Viable Product
How to build a
Minimum Viable
Product
spryker.com

How to do MVP (1/2)
− WHO do we want to prove something to?
− WHAT do we want to prove?
− WHAT are the underlying KPIs to prove success?
− HOW are we going to measure them?
spryker.com

Step by step MVP approach…
Start with the top 3
customer journeys
Pick your main
stakeholder
Get Feedback
and learn
Go-Live in
<100 days
Integrate only the needed
systems (be pragmatic)
1
2
3
4
5
6
Repeat
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3. Approach

New challenges require a new mindset
Dimension
Strategy
Culture
Talent
Technology
User experience
IT Philosophy
Business model
Digital
Innovation
Collaboration
High skill
Cloud, Composable, API
Mission critical
Default to “yes”
Relationship & partner
Traditional
Efficiency
Hierarchy
Low Cost
Legacy
“Who cares?”
Default to “no”
Service & support
spryker.com

Business Agility
Methodology
Teams
Releases
Traditional
Waterfall
Project-Team
Annual
“New”
Scrum
Horizontal
Bi-weekly
Today
Modern Agility
Vertical
10x a day
spryker.com

Re-definition of Front-end
1995 -
2007
2007 -
2010
2010 -
2014
2013 -
2017
2018 2018 -
Ongoing
spryker.com

4. KPIs

KPIs in a yesterday’s world - Efficiency & Savings first
− Optimize order to delivery time
− Lower sales and logistic cost
− Find the best location for a new factory
− Lower IT spend
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Modern KPIs - Innovation speed first
− MARKET SHARE for digital offering
− Customer EXPERIENCE, attractiveness
− SPEED
− Safe vs. Experimental bets
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− Attractiveness & RETENTION of digital talent

5. Strategy

Things Change:
“I sell books.” vs. “I sell whatever the f*** I want.”
spryker.com

… It’s impossible to imagine a
future… where a customer comes
up and says, ‘Jeff I love Amazon; I
just wish the prices were a little
higher,’ or ‘I love Amazon; I just wish
you’d deliver a little more slowly.’
- Jeff Bezos, Amazon CEO
Focus on: What is NOT going to change…?

Market Evolution
1. Analog procurement processes
2. Legacy EDI portals
3. Sales force dominated channels
5. Digital Catalogs for small accounts
4. Responsive spare part shops
spryker.com

What used to be exciting isn’t anymore…
- Spare part shop
- EDI processes
- Personalization
- …
2005 2015 2022
Excitement
Commodity
spryker.com

Market Evolution
Cloud
Commerce OS
Sell Side Buy Side
Role-based experiences
Social
Apps
Shop
POS
IoT
Voice
Bot
and more
Cloud
Commerce OS
Empowered Customer
5. Subscriptions
4. Commerce of Things
2. Integrated Customer journeys
3. Opex vs. Capex Business Models
1. Consumer-like web & mobile
experiences in B2B
spryker.com

MARKETPLACE AS
A FUTURE-PROOF
GROWTH
STRATEGY.

Marketplace Models are on the rise
FOOD & BEVERAGES
LEARNING & DEVELOPMENT HEALTH CARE & PHARMA
CONSTRUCTION & RAW MATERIALS
SERVICES TRANSPORTATION & PACKAGING

Marketplace Models are on the rise
spryker.com

The rise of marketplaces in numbers
$2.67
TRILLION
spent globally on the top 100 online marketplaces in 2020
Source: Gartner Inc, digitalcommerce360, Roland Berger
of Global Online Retail Sales are
accounted for by Marketplace Sales
62%
of the enterprise marketplaces launched will
serve B2B transactions by 2023
70%
Gross Merchandise Value Growth of 100
marketplaces, 2019-20
+29%
Asia USA UK France
REGIONAL MATURITY
Marketplace share in the regional e-commerce
market in %
$50B - $100B+
TOP 100
Size of the Top 100 Marketplaces broken down by
GMV in Billion US-$ in 2020
$1M - $40M $40M - $250M $250M - $1B $1B - $10B $10B - $50B
ON THE RISE
Marketplaces are driving the growth of GMV in Billion
US-$ of the worldwide e-commerce market
2014 2017 2018 2021e
Marketplace Wholesale

Marketplace is a logical consequence of an ambitious
and sustainable growth strategy
Fully owned inventory +
direct shipping
Mix of dropship/
marketplace inventory
Pure platforms without any
own inventory
Online-Shop Hybrid Platform
Inventory
Risk
Product choice
Customer
Lifetime
Value

Enterprise Marketplace offers benefits for all parties
MARKET-
PLACE
Operator
Operator
+ products & services w/o
inventory increase
+ additional revenue streams
+ harmonization of channels
Customer
Customers
+ transparency
+ products & offers
+ curated offers
Merchant
+ access to new customers
+ operate in standardized
environment
+ Partial outsourcing value chain
+ self-service selling
Merchant
spryker.com

The only feature that mattered was
that everyone was there.
Whoever gets the network effect
first, wins.
James Currier
NFX Guild

HOW OUR
CUSTOMERS
APPROACH THE
TOPIC OF
MARKETPLACE
spryker.com

Electronics DIY Wholesale
Transport Manufacturing
Supply Chain
Food
Spryker Marketplace Supports wide range of Industries
Retail
spryker.com

Sourceability: disrupting the electronic component supply chain
by the numbers
1B+
Products
$400M
Revenue 2021
$8K
Average Order
4K
Marketplace Merchants
50+
New Merchant
Application per Week

2. Methodology
1. Technology
3. Approach
4. KPIs
5. Strategy

Spryker?

Spryker - Fastest growing modern Enterprise platform
People
Customer
Partner
650+ team
in 41
countries
>100% YoY
growth
150+ Global
Enterprise Clients
150+
SI & Technology
Partners
spryker.com

Headless
ENABLE SOPHISTICATED TRANSACTIONAL BUSINESS
MODELS
B2C, B2B, ENTERPRISE MP & IoT PLATFORM
spryker.com
Cloud native
Fully Composable

Complexity, speed and innovation ask for new
PLATFORMS…
Time-to-Market
Flexibility
Highest
Flexibility
Fastest
Time to Market
Packaged Capabilities
Monolith
Microservices
Fast
Slow
Low
High
spryker.com

Trusted by Global Enterprise Leaders
spryker.com

Enabling customers in sophisticated industries…
Construction
& Tools
Utilities
Groceries,
Food &
Beverages Manufacturing
Pharma &
Medical Tech
Wholesale
Supply
Chain
and more
spryker.com

Recognized by Analysts & Customers
“Major player
in B2B
e-commerce”
VISIONARY Strong Performer “Flexible,
future-focused B2B
e-commerce solution”
spryker.com

Emerce Live 2022 - Roundtable 2
(R)evolution of Commerce - from Monolithic to
Composable Architecture
X

Raffle
Join our Raffle for a chance to win an Apple Watch Series 7
Here is what you need to do:
- Visit our booth
- Scan the QR code
- Fill in and submit your contact details
- Confirm your e-mail address
And that’s it!
We will draw and and contact the winner
at the end of the day.
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And now

Thx!

Packaged business capabilities (and
headless commerce) will drive growth”

Composable Thinking is a mindset
that change is the means to new
business value and modularity is
the tool to master the risk of
accelerating change.”
© Gartner, Inc

Incorporate new Business Models into Commerce Strategy
Split Order
Operator & Merchant
Dashboards
Operator
Back Office
Offer & Product
Management
Merchant
Portal
Marketplace
Storefront
many more

Personalization
By 2025, over 15% of B2B digital commerce interfaces will
provide personalized product and service information/content
based on a buyer’s company size, industry, organizational role,
purchasing history, etc.
Personalized product information”

Recap
Datadriven / AI
PBCs / Composable
Personalization
Marketplaces