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20130711 - Praxisforum: Herausforderungen im E-Commerce, wie steigert man Umsatz und Profit? - Klarna Austria - Robert Hadzetovic
The document discusses the challenges and growth of e-commerce in Europe, highlighting issues such as high checkout abandonment rates due to payment preference and security concerns. It presents data indicating that only a fraction of users complete purchases online due to a lack of preferred payment methods and excessive steps in the process. Klarna 2.0 is introduced as a solution aimed at improving the checkout experience across various platforms while addressing merchants' needs.
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20130711 - Praxisforum: Herausforderungen im E-Commerce, wie steigert man Umsatz und Profit? - Klarna Austria - Robert Hadzetovic
- 1. e-Commerce Challenges Robert Hadzetovic CountryManager Austria July 2013
- 2. 2 E-Commerce growth M: $4.8bn G: 13% CAGR R: $50 mn M: $40 bn G: 15% CAGR R: $417 mn M: $365 bn G: 12% CAGR R: $3,810 mn M: $286 bn G: 8% CAGR R: $2,982 mn M: $39 bn G: 12% CAGR R: $405 mn M: $296 bn G: 19% CAGR R: $3,091 mn M: $11 bn G: 13% CAGR R: $113 mn Data from Euromonitor International (2013)
- 3. 3 European e-Commerce Non EU-membersupports own ecosystem High execution quality, some first mover advantage To small to support own ecosystem, highly successful for foreign entrants Big potential, big risk, small market Biggest European players, but lacks localization interest Price leader Slow adaption, very local 50% allegro, equal size with Czech, will grow a lot Non-existent Severely affected by crisis
- 4. 4 Brands, retailers ande-Commerce
- 5. Mission 5 The online paymentprocess is broken $2x bn But only 33 finalize purchase on desktop On smartphone it’s even worse with only 3 that finalize purchase 100 people go to the checkout Proceed to checkout Loss almost doubles by 2016 $x bn Lost in sales each year
- 6. Q: How oftenhave you terminated a purchase on the Internet due to the following? I was not able to pay the way i prefer I did not feel safe There were some technical issues in the checkout There were too many steps in the payment process I was asked to enter sensitive data I did not have my credit card details available 71% 69% 59% 54% 46% 17% Mission 6 Checkout abandon rate is a huge problem – But why do people drop out? Lack of preferred payment methods (Only 60% of Europeans have VISA/Mastercard) Lack of safety Too much friction
- 7. 7 Wie würden Sieam liebsten bezahlen, wenn Sie im Internet einkaufen? Quelle: GFK Studie 2012 im Auftrag von Klarna Frage: Wie würden Sie am liebsten bezahlen, wenn Sie im Internet einkaufen? 3%1% 3% 25% Kredit-/ Bankomatkarte PayPal oder andere Ewallets NachnahmeDirektüber- weisungen Vorauskasse Andere 16% 3% Rechnung nach Warenerhalt 49%
- 8. 8 Online-Einkauf abgebrochen bzw.die Website des Anbieters verlassen Quelle: GFK Studie 2012 im Auftrag von Klarna Frage: Haben Sie aus den unten stehenden Gründen schon einmal einen Online-Einkauf abgebrochen bzw. die Website des Anbietersverlassen? Ich habe mich nicht sicher gefühlt. Der Online-Shop hat nur eine Banküberweisung im Voraus als Zahlungsvariante angeboten. 83% Die von mir bevorzugte Bezahlart wurde nicht angeboten. 74% 68% Ich fühlte mich unsicher und wollte meine persönlichen Daten nicht angeben. 57% 56% Ich musste beim Bezahlprozess vom Anfang bis zum Ende zu viele Schritte durchlaufen. Der Shop hatte keine Bezahlvarianten angeboten, bei denen man nach der Lieferung zahlen konnte. Ich hatte nicht alle Informationen zur Hand, die der Shop für die Durchführung des Kaufs verlangt hat. 53% 47%
- 9. 9 Mobile is thefinal frontier in online shopping Buy when you want Mobile traffic is increasingly pushing alternative payment methods, since cards simply do not convert on the phone Buying on mobile doesn’t have to be complicated number of smartphones worldwide by 2016 10bn e-Commerce traffic through mobile in 2012 20% 3.5x increase in mobile commerce by 2016
- 10. +27% MissionKlarna 2.0 =Checkout – Online payments solved! +27% Klarna 1.0 was only a payment method. With 2.0 - Klarna Checkout - we now offer the same great experience for all the merchant‘s customers independent of their preferred payment method. Klarna 2.0 adds much value to the merchants ✓ Reduce cost: One supplier, one contract, one integration, one payment, one currency, one price and one set of rules ✓ Full global coverage including local payment methods ✓ Platform independent, mobile, desktop and tablet ✓ Integrate once and still benefit continuous improvements Klarna 2.0 further improves conversion rates and increases sales on existing merchants 10
- 11. 11 MissionKlarna 2.0 isMOBILE and platform independent! Klarna 2.0 makes conversion on the phone as efficient as on desktop!!! More focus on our mobile KCO and communications around mobile since this will be a key driver to acquire merchants