EBE 2019 - E-Commerce Trends 2019 – fear and desire of German online-shoppers
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Erik Meierhoff Head of B2B Business idealo idealo 2019 is the year of change: Artificial Intelligence or Voice Commerce are getting more interesting and yet more feasible to merchants. But what do German online-shoppers think about these innovations and changes? Erik Meierhoff (Head of B2B-Business at idealo) got the answers. Erik Meierhoff deals with digital business processes in the B2B2C area for more than 15 years. Already during his studies he took over the connection to a leading eProcurement marketplace of chemistry. After completing his Master of Political Science, he worked in various consulting / management positions throughout the entire digital ecosystem - from technology startup to big data in small and medium-sized companies to the development of ecommerce and fintech platforms in a Japanese digital company. At idealo, he has been responsible for the strategic and operational development of the B2B business since 2017. The special focus is on the change from a click-based traffic model to a transaction-based platform model.
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EBE 2019 - E-Commerce Trends 2019 – fear and desire of German online-shoppers
- 2. E-Commerce Trends 2019 – fears & desires of German online-shoppers Erik Meierhoff Head of B2B Business @Meierhoff
- 3. agenda 3 Fears and desires of German online shoppers 1 idealo key facts 2 Review Black Friday and X-Mas of the German e-commerce market
- 4. idealo key facts Want this presentation? presentation@idealo.de *direct traffic 42% (direct + App-usage ** based on desktop and mobile page impressions, no apps; source: similarweb.de 19 years of experience 4th biggest E-Commerce website in Germany** 16m+ visitors every month 800+ employees 6.7m App downloads – 90,000 daily active users 42% direct traffic*
- 5. One day @ idealo Want this presentation? presentation@idealo.de Note: idealo.de average Juli 2018; Visits Worldwide, Price Alerts Web & App Content Creation offer imports 3Bn Offers processed Matching 3,100 New products 5,000 Edited photos 33 New texts ~99.99% Automatic matching of products and offers 250M Offers updated 2.4+M Live products 330M Live offers
- 6. Platform index 30% 27% 3% 3% 38% Amazon eBay Otto idealo Rest Traffic (visits) share of TOP 100 Shopping Websites in Germany* Want this presentation? presentation@idealo.de * Source: similarweb.com
- 7. agenda 3 Fears and desires of German online shoppers 1 idealo key facts 2 Review Black Friday and X-Mas of the German e-commerce market
- 8. X-Mas 2018
- 9. X-Mas sales at idealo Visits and clicks at idealo in November/ December 2017 vs. 2018 48.3M 52.6M Want this presentation? presentation@idealo.de
- 10. X-Mas sales at idealo Direct purchase orders and external turnover 2017 and 2018 +191% 2017 2018 +178% 2017 2018 orders turnover Want this presentation? presentation@idealo.de
- 11. Click distribution Comparison of November/December and Black Friday 2018 59% 10% 14% 1% 7% 5% 2%2% 40% 17% 11% 9% 9% 7% 4% 3% Elektroartikel Haus & Garten Gaming & Spielen Mode & Accessoires Sport & Outdoor Drogerie & Gesundheit Auto & Motorrad Sonstige November/ December 2018 Black Friday 2018 Electronics House & Garden Gaming Fashion & Accessories Fitness & Outdoor Drugstore & Health Car & Motorcycle Other Want this presentation? presentation@idealo.de
- 12. Black Friday is the most important day of the German e-commerce And the kickoff for the Holiday shopping season
- 13. Discounts at Black Friday – possible savings Are German online-shoppers participating in Black Friday? Maximum discount Average discount Planned budget YES NO …are planning their purchase in advance …don‘t believe in Black Friday discounts Black Friday Online-Shopping
- 14. Clicks into shops 01.04.2017 – 31.12.2018 2017 2018 Source: own data survey Want this presentation? presentation@idealo.de
- 15. Black Friday recap Development of visits at idealo between 2016 and 2018 +60% +73% 2016 2017 2018 Want this presentation? presentation@idealo.de
- 16. Black Friday recap price comparison Development of clicks into shops between 2016 and 2018 +52% +76% 2016 2017 2018 Want this presentation? presentation@idealo.de
- 17. Black Friday recap direct purchase Development of idealo direct purchase between 2016 and 2018 +441% +190% 2016 2017 2018 Want this presentation? presentation@idealo.de
- 18. Black Friday recap direct purchase Development of idealo direct purchase external turnover +562% +206% 2016 2017 2018 Want this presentation? presentation@idealo.de
- 19. idealo best seller… … as before in 2017 Want this presentation? presentation@idealo.de
- 20. Clicks by brands in the category: Toys November/December 2018* * 2,414 Brands Percentage of all clicks in the category „toys“ Number of online shops Percentage of clicks to platforms (with regard to this brand) Percentage of clicks to example shop (with regard to this brand)
- 21. Clicks by brands in the category: Toys Black Friday 2018* * Insgesamt 2414 Marken
- 22. Comparing Black Friday to Nov/Dec 2018 Number of shops Share platforms Share example shop Nov/Dec BF 18 188 99 39,9 % 42,6 % 3,8 % 2,6 % Number of shops Share platforms Share example shop Nov/Dec BF 18 108 55 42,9 % 50,5 % 3,7 % 3,6 % Number of shops Share platforms Share example shop Nov/Dec BF 18 75 40 34,0 % 47,3 % 6,8 % 2,7 % Number of shops Share platforms Share example shop Nov/Dec BF 18 25 16 64,1 % 82,9 % 3,2 % 0,6 %
- 23. Price development of gifts before christmas 1st week of December 2nd week of December Television Playstation 4 women's fragrance Tablets Lego Wristwatches
- 24. „Shopping holidays“ as BLACK FRIDAY are becoming more and more PLATFORM-DAYS Customers need to be picked up with more transparent information about offers Learnings… Customers love platforms even on Christmas! Electronics, gaming and especially strong brands are performing best at BLACK FRIDAY German online shoppers like to compare prices and save money (price sensitive) Want this presentation? presentation@idealo.de
- 25. agenda 3 Fears and desires of German online-shoppers 1 idealo key facts 2 Review Black Friday and X-Mas of the German e-commerce market
- 26. The ambivalent customer „Privacy against vouchers“
- 27. Customers and their data The (non) transparent customer Want this presentation? presentation@idealo.de I do NOT like the fact that my data, which I leave online, is evaluated and used for individualized offers. Yes No I don’t know 16% 29% 52% I’m scared companies know too much about me and my preferences. 20% 27% 53%
- 28. Customers and their data The (non) transparent customer highly relevant relevant little/not relevant How relevant are individual advertisements and offers? 32% 51% 6% Want this presentation? presentation@idealo.de
- 29. Customers and their data The (non) transparent customer Want this presentation? presentation@idealo.de If I get offered attractive benefits, then I’ll reveal my personal details. 15% 25% 60% (52%) No YesI don‘t know
- 30. 54% 47% 40% 36% 33% 26% 26% 14% Skepticism towards dynamic pricing Competition between merchants Cause confusion for customers Best deals for customers Terminal device Location Browser Logged-in user status Number of views Last viewed products Past purchases None of that What are the main reasons for merchants to adjust prices on a daily basis? Besides time and weekday, which of the following reasons have an influence on the prices shown online? n = 1.037 1. 2. 3. n = 1.037 56% 30% 14% Want this presentation? presentation@idealo.de
- 31. Skepticism towards dynamic pricing Customers expect most expensive prices at… 5 am – 9 am 2% • 34% believe Saturday is the most expensive shopping day • 61% of Germans think prices are more expensive on the weekend 9 am – 12 pm 6% 12 pm – 3 pm 12% 3 pm – 6 pm 21% 6 pm – 11 pm 58% 11 pm – 5 am 2% n = 1.037 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Want this presentation? presentation@idealo.de
- 32. Price changes at idealo Category: TVs 0 € 200 € 400 € 600 € 800 € 1,000 € 1,200 € 1,400 € 1,600 € 1,800 € Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1.160,89 € 1.128,35 € 1.131,19 € 1.111,42 € 1.122,90 € 1.242,31 € 1.169,32 € Price per weekday – Average (all merchants) Average price 1.12.2018 – 3.2.2019 (all merchants) Want this presentation? presentation@idealo.de
- 33. 0 € 100 € 200 € 300 € 400 € 500 € 600 € 700 € Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Price changes at idealo Category: smartphones Price per weekday – Average (all merchants) Average price 1.12.2018 – 3.2.2019 (all merchants) Monday Tuesday Wednesday Thursday Friday Saturday Sunday 530,10 € 525,91 € 533,64 € 524,28 € 535,91 € 524,28 € 525,36 € Want this presentation? presentation@idealo.de
- 34. 44.00 € 45.00 € 46.00 € 47.00 € 48.00 € 49.00 € 50.00 € 51.00 € 52.00 € 53.00 € Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Price changes at idealo Category: Women's fragrances Price per weekday – Average (all merchants) Average price 1.12.2018 – 3.2.2019 (all merchants) Monday Tuesday Wednesday Thursday Friday Saturday Sunday 49,62 € 48,69 € 48,78 € 48,70 € 49,06 € 48,92 € 48,95 € Want this presentation? presentation@idealo.de
- 35. Price changes at idealo Well known consumer electronic merchant – all products (all categories) Price per weekday – Average (all merchants) Average price 1.12.2018 – 3.2.2019 (all products) Monday Tuesday Wednesday Thursday Friday Saturday Sunday 440,80 € 437,02 € 424,98 € 429,39 € 443,38 € 461,35 € 444,45 € 0 € 100 € 200 € 300 € 400 € 500 € 600 € 700 € Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Sonntag ! Want this presentation? presentation@idealo.de
- 37. Characteristics of online-shoppers German online-shoppers • Anxious • Skeptical • Habitual • But: become more comfortable Want this presentation? presentation@idealo.de
- 38. Online-Shopping vs. Offline-Shopping Evaluation of consulting services of online shops and stationary trading Connected Commerce – A mix of both worlds 55% 17% 13% 9% 7% 33% 32% 23% 20% 28% 12% 39% 40% 26% 29% 1% 9% 18% 25% 25% 1% 4% 6% 21% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Strongly agree Agree Neither Disagree Strongly disagree Before purchasing a product I go to the store to have a look at it. I order products online and then pick them up at the store. I feel better advised at the local store, than if I inform myself online about products. At the store I get a more neutral evaluation than if I inform myself online about products. I can inform myself in peace about a product online without a salesman addressing me. Want this presentation? presentation@idealo.de
- 39. Online-Shopping vs. Offline-Shopping Connected Commerce – A mix of both worlds Black Friday 2018 • 140% increase in the use of the idealo mobile app • Above average use of barcode scanner for price verification idealo mobile App Brick & mortar Some product categories did not push through online… 92% 64% 54% Food Furniture Medication Want this presentation? presentation@idealo.de
- 40. Do German online-shoppers keep up with the times?
- 41. Unpopular trends Data and innovations do not work Smart Home Devices Personalised Offers 35% BUT: acceptance of chatbots Want this presentation? presentation@idealo.de
- 42. Voice Commerce? Market penetration of smart home devices Want this presentation? presentation@idealo.de Yes No Plan to buy Do you have a smart home device? 20% 64% 17%
- 43. Voice Commerce? Maybe next year… Want this presentation? presentation@idealo.de Yes Nope For what have you used your smart home device, or for what can you imagine using it? 76% 65% Listening to music Order food / taxi Gathering information Set a phone call / text message Use connected devices / smart home control Order products (voice commerce) 34% 63% 55% 23% 24% 35% 66% 37% 45% 77% 65%Compare prices (voice commerce) 35%
- 44. Contextual Commerce Skepticism is still there… Have you ever purchased a product with the „buy“ button in social media? 13% 14% 73% 1 32 Clothing & Shoes (55%) Cosmetics & Perfume (32%) Watches & Jewelry (25%) Top 3 product groups: 22% 32% 42% 25% 39% 32% 35% 25% 16% 16% 16% 21% 13% 11% 4% 19% 9% 10% 3% 10% 0% 20% 40% 60% 80% 100% Strongly agree Agree Neither Disagree Strongly disagree Please think about the last product that you have purchased with the „buy“ button. Evaluate the following statements: I wanted to buy the product anyways. It was a good deal. I did not plan on buying the product. I was “seduced” to buy the product. Want this presentation? presentation@idealo.de No Yes, more than once Yes, but only once
- 45. Know your customers: online-shoppers want a professional and comprehensive advice about buying products – online and offline. Learnings… Pick up your customers with more transparent information about your offers. Be reserved with individual and personal offers. German customers need time to get ready for new innovations. Want this presentation? presentation@idealo.de
- 46. Do you want this presentation?
- 47. Do you want this presentation* Mail to: presentation @ idealo . de *) You will be subscribed to our newsletter
- 48. Do you want some good advices right now?
- 49. Do you want some good advices right now? visit our booth! D-5.2
- 50. Thank you! Erik Meierhoff Head of B2B Business @Meierhoff Presentation made with by the idealo B2B Marketing department
Editor's Notes
- 3 Mrd und 250 Mio Orifinal aus dem englischen: Offers processed (3 Mrd) und Offers updared (250 Mio)
- Visits: 2017 2018: 8,9 % Wachstum 48,3 mio visits (2017) 52,6 Mio Visits (2018)* Leadouts: 9% Wachstum** DK Orders: 2017 2018: + 178% DK Außenumsatz: +191%
- DK Orders: 2017 2018: + 178% DK Außenumsatz: +191%
- Visits: von 2016 zu 2017: +60%. von 2017 zu 2018: +73%
- Leadouts: von 2016 zu 2017: +52%. von 2017 zu 2018: +76%
- DK Orders: von 2016 zu 2017: +441%. von 2017 zu 2018: +190%
- DK Außenumsatz: von 2016 zu 2017: +562%. von 2017 zu 2018: +206%
- 2 Möglichkeiten bei Vergangenheit
- 2 Möglichkeiten bei Vergangenheit
- Angst vor Dynamic Pricing schätzen es als böse Absicht der Händler ein Eine Auswertung der Verbraucherzentrale hat gezeigt, dass Online-Händler ihre Preise täglich anpassen, wodurch Preise online je nach Tag und Uhrzeit schwanken können. Was glauben Sie, ist der Hauptgrund der Online-Händler, das zu tun?
- (Wollen keine Daten Ängstlich (Wollen keine Daten herausgeben) Skeptisch (siehe dynamic pricing) Gewohnheitsliebend (geben ihren stationären Handel nicht her) Aber: werden bequemer (Mix aus stationärem Handel und Onlineshopping, folgt genauer nächste Folie…)-> )
- Deutsch liebt statioänren handel, aber cleverer & bequemer geworden trend Omni channel exkurs black Friday anstieg app QR Code Scanner Produktgruppen – einige haben es schwer, sich im online handel (möbel, Medikamente, lebensmittel)
- But: Since the last year the acceptance of chatbots has increased. Compared to 30% last year, 35% now think it is useful to use chatbots. This goes in hand with the convenience of online consulting.
- 5 Prozent mehr Deutsche bestellen über Smart Devices Produkte im Vergleich zu letztem Jahr. Kleiner Anstieg – Die deutschen Online-Shopper brauchen Zeit
- Top 3 Warengruppen: Bekleidung & Schuhe (55%) Kosmetik & Parfum (32%) Uhren & Schmuck (25%)