My slides from my current set of presentations to Scottish-based businesses on the opportunities and potential that eCommerce can create.

1. Understanding the
eCommerce
Opportunity
Hayden Sutherland
October 2013
© Ideal Interface Ltd

2. Introduction
Who am I ?
Hayden Sutherland
Founder and lead consultant at Ideal Interface
A strategic digital and eCommerce consultancy
Based in Glasgow
Twitter: @haydens30
Blog: http://press20.blogspot.co.uk
© Ideal Interface Ltd

3. Introduction
Some of our clients
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4. The Digital Economy
Think Big. Think Global
• Two billion people are now connected to the
Internet.
• Almost $8 trillion changes hands each year
through eCommerce.
• In some developed markets, about twothirds of all businesses have a Web presence
of some kind and one-third of small &
medium-sized businesses extensively use
Web technologies.
© Ideal Interface Ltd

5. eCommerce
Definition time
• Definitions of what eCommerce actually is differ.
• “The buying and selling of products or services
conducted over electronic systems such as the
Internet (and other computer networks)”
Wikipedia
• It’s not just…
• B2C: Business to Consumer
• B2B: Business to Business
• And.. System to System
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6. Population & Internet Penetration
Population
2012
Penetration
2012
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7. Population & Internet Penetration
Population
2012
Penetration
2012
North America
80% penetration
281M online users
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8. Population & Internet Penetration
Population
2012
Penetration
2012
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South America & Caribbean
40% penetration
244M online users

9. Population & Internet Penetration
Population
2012
Penetration
2012
Middle East & Africa
20% penetration
263M online users
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10. Population & Internet Penetration
Population
2012
c
Penetration
2012
Europe
62% penetration
503M online users
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11. Population & Internet Penetration
Population
2012
Penetration
2012
Asia & Oceania
29% penetration
1,133M online users
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12. Online Spend
UK
$49 Billion
USA
$226 Billion
Mexico
$1.7 Billion
Japan
$64 Billion
Brazil
$12 Billion
China
$169 Billion
Argentina
$1.9 Billion
© Ideal Interface Ltd
Germany
$32 Billion
India
$1.6 Billion

13. eCommerce
Adoption
Path
Phase 1
Email
Social Networks
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Phase 2
Online Banking
Travel
Phase 3
Online retail
Tech & Books
Phase 4
Online retail
Fashion & Food

14. eCommerce
Adoption
Path
Phase 1
Phase 2
Phase 3
Phase 4
UK
Markets are maturing
India
USA
Brazil
Indonesia
Email
Social Networks
© Ideal Interface Ltd
Online Banking
Travel
China
Online retail
Tech & Books
Online retail
Fashion & Food

15. But forget about
International eCommerce…
… if you can’t get the basics right at home
first
© Ideal Interface Ltd

16. The basics
•
•
•
•
•
•
•
© Ideal Interface Ltd
Merchandising & catalogue management
Payment & security
Fulfilment & returns
Customer Service
Marketing
User Experience & conversion optimisation
Analytics

17. Analytics
• Stand up please
• Stay standing if you currently have an
eCommerce site
• Stay standing if you are using web analytics
• Stay standing if you use it to get regular
KPI’s (visits)
• Stay standing if you have ‘goals’ set up on
your site
• Stay standing if you are measuring
eCommerce values
• All of this is free!
© Ideal Interface Ltd

18. New
models
New
markets
© Ideal Interface Ltd
• It’s not just about replicating your shop or
catalogue
• You have less physical and product restrictions
online
• Combine different approaches to find what
works
• It’s far easier to test & learn online

19. eCommerce
Isn’t just for
the big boys
Biccies.com
© Ideal Interface Ltd

20. eCommerce
Isn’t just for
the big boys
Biccies.com
© Ideal Interface Ltd
• Started by a local cake shop owner
• Identified an opportunity for biscuits as
presents and corporate gifts
• Uses postal service for fulfilment
• Opportunity to franchise & scale the business

21. eCommerc
e:
The ability
to create a
business
askherfriends.com
© Ideal Interface Ltd

22. eCommerc
e:
The ability
to create a
business
askherfriends.com
© Ideal Interface Ltd

23. eCommerc
e:
The ability
to create a
business
askherfriends.com
© Ideal Interface Ltd
• Combines eCommerce with Social Media &
email
• Builds up recommendations from friends &
family
• Doesn’t actually transact online, acts as an
affiliate

24. eCommerc
e:
The ability
to transform
an industry
uber.com
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25. eCommerc
e:
The ability
to transform
an industry
uber.com
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26. eCommerc
e:
The ability
to transform
an industry
uber.com
© Ideal Interface Ltd
• Disrupting the taxi market in 20+ cities
worldwide
• Combines location-based app & eCommerce
• Uses familiar (Amazon.com) features:
• Cashless payments (billed to credit card)
• Ability to ‘rate your driver’
• Founded in 2009
• Now currently valued at $3bn+

27. In Short
•
•
•
•
•
•
© Ideal Interface Ltd
There is still a huge opportunity
The UK is one of the most mature markets
Consider the local vs. international opportunity
Measure everything
Online practices don’t have to replicate offline
Make £Billions!

28. My Contact Details
• Hayden Sutherland
• hayden@idealinterface.co.uk
• www.idealinterface.co.uk
• @haydens30
• 0780 1341955
© Ideal Interface Ltd