This presentations was used in the event taken place in Hyderabad (India) on 26th July 2014

1. E-Commerce A to Z

2. Topics on the discussion today
1) Introduction to E-Commerce
2) Technology options available
3) Understand your business deeper
4) Marketing E-Commerce Business
5) Measuring of E-Commerce
6) Importance of non marketing divisions
7) Grow E-Commerce business
8) Closing notes
9) Question and Answers

3. Introduction to E-Commerce

4. What is E-Commerce?
exchange of money for goods and services over
the Internet.
Flipkart.com
Bookmyshow.com
Great online shopping festival (GOSF)by Google
started in 2012
www.thegosf.com
This year it’s 11th to 13th Dec 2014

5. Types of E-Commerce?
1) B2C – Flipkart.com
2) B2B – Tradeindia.com
3) C2C – Olx.in
4) C2B – Google Adsense
4) C2G – Income tax e filling
5) E-learning – classteacher.com

6. Why it’s becoming popular?
- It’s convenient – free home delivery
- Low prices – save money
- Saves time – for busy people
- Anytime shopping from anywhere
- Wider product range
- Great discounts & coupons

7. Advantages for E-Retailers?
- Don’t need fancy buildings & infrastructure
- Can set up at low cost areas
- Reduced man power
- The need to maintain inventory
- As growing population is constraint to find fancy
locations
- Developing infrastructure and internet
connectivity

8. Top E-Commerce Sites India?
1) Flipkart – Myntra
2) Jabong
3) Amazon India
4) Snapdeal
5) Ebay India
Source – Comscore 2013

9. Top E-Commerce Sites Global?
1) Amazon
2) Staples Inc
3) Apple
4) Walmart – only 3% online sales
5) Dell

10. E-Commerce Platforms
(Self Hosted X Pre Hosted)

11. Self Hosted E-Commerce Platforms
1) Magento
2) PrestaShop
3) osCommerce
4) WooCommerce – for Wordpress
5) VirtueMart – for Joomla
6) Ubercart – for Drupal

12. Pre Hosted E-Commerce Platforms
No technology hassles just monthly fee or
commission based on sale
1) Shopify
2) Bigcartel
3) BigCommerce
4) 3D Cart
5) Amazon
6) EBay

14. Understand Your Business
Better Before you Market

15. - What is the market size
- Who are your prospects
- What they do & demographic and
psychographic
- Who are competitors
- What is your unique offering
- Define your rules (Ex: what’s app no ads)

16. Understand Business Trends
- Which day of the week you get more orders
- What impact weather has on your business
- What impact school holiday’s has
- Which season or festival drives more sales
- What products are most popular & why exactly
- How other factors impact your sales
- What is the % of new traffic & % of new orders
- What is the % of mobile traffic, tablets & desktops
- What traffic channel is driving quality traffic

17. Analyze all the available
business data and
understand the loop holes
and hidden opportunities
Ex: Snapdeal cash on
deliveries

18. Hire Right People with Right Mix
- Brand Marketers – Digital Marketer
- Data Scientists – Data Analyst
- Story Tellers – Content Writers
- Growth Hackers – Innovative Marketer
Make sure 50% of the team works on data
Companies spend lot of money on advertising and
marketing but not on the human resources & right
talent

19. Invest Your Money in Right
Proportions
Marketing 50%
People 30%
Tools 20%

20. E-Commerce Marketing

21. 1) Write your marketing objectives
2) Define your media plan
3) Create campaigns
4)Optimize continuously based on
data analysis

22. Calculate CLTV and Don’t
Spend CPA’s more than that
to acquire a customer
- At least 2 years data required
- Only for existing businesses
- For new business understand how much you can
spend based on your revenue model

23. Don’t think your campaigns drive
100% new users
Check your Google analytics
reports, you see your campaigns
driving returning visitors

24. Market on All Channels
(online X offline)
Every channel has it’s advantage

25. 1) SEO (Low cost, Trusted & Longer)
2) SMO (Reach, Viral & Traffic Driver)
3) Paid (Display & Search)
(Instant, Quality, Result oriented)
4) SMM (Branding)
5) Email Marketing (Low cost & effective)
6) Content Marketing (Long lasting)
7) Affiliate Marketing (Additional channel)
8) Friend Referrals (Most trusted)

26. Importance of Social Media
Facebook post life is 1 day &
twitter’s it’s hours
Can get lot of followers & likes
but if not relevant no
business value

27. Don’t Forget Mobile Marketing
(first search may start on mobile)
Get mobile app or optimized website

28. Remarketing is Important
(Only for potential prospects)
1) Google Remarketing
(Based on Cookies)
2) Facebook Retargeting
(Based on Cookies & Emails)

29. Keep Close Eye on your
Advertisements regularly.
Where ever you are paying
money directly needs daily
attention

30. Get more reviews from
customers…genuine
customer reviews have lot
of impact on the new
customers

31. Keep Experimenting…have
separate budget for
experiments
Growth hacker is the person
spend this for his new ideas

32. Build Your Brand
When some says the product name your brand should recall
Ex: Google, Apple, Microsoft
People have different opinions on brands, make sure your build them right

33. Automate Your Marketing
- Use right tools to make your job easy
- Sending personalized mails
- Sending mails based on rules
- PPC bidding
- Complaint confirmation mails

34. Take risks and experiment your
ideas
….you may find a gold mine for
your business with new idea

36. Importance of Non Marketing
Divisions
Marketing accounts only 25%
of ecommerce success

37. Your Website = Physical Store
Keep it clean

38. Product is primary unit in retail.
Keep products in stock always
20% of products drive 80% of sales.
If a product is not selling check why not? Is it
because product is in deeper category
level or does not have demand?

39. Biggest pain to the customer to buy online is
the quality of products, they can’t touch &
feel the products.
Most of the companies are trying to
convince the customers by free 30 days
return…but lenskart.com did it in different
way…they built a feature that you can
upload your pick and see how lens fit to
you.

40. Cash Flows
Another thing is cash on deliveries..it’s
hurting like anything. 60% of the
payments are cash on deliveries
Companies charging additional on cash on
deliveries…and working on rejections as
well

41. Customer Support
(Provide exceptional customer service)
Only customer service team interact with the customers
Provide them right service have right team to deal with
customers. They should be able to manage all the
situations & frustrations of the customers
Respond to customer queries in less than 2 hour

42. Deliveries
(In time & with proper packing)
One of the important area & has lot of impact on
customer satisfaction
Delivery boys are the only people interact directly
with customers in ecommerce. So, they represent
whole company, make sure to train them right
and have dress code to present the company in
right manner

44. Measure Your Marketing
Performance

45. Implement Analytics Tracking
On your store
as well as Advertisements
Each link should be tagged so, we know the
value of all the marketing elements

46. Define your KPI’s
(Micro X Macro)
1)Acquisition rate
2)Registration rate
3)Conversion rate
4)Retention rate
What ever you want…..

47. Measure based on KPI’s

48. Understand Data Granular at Level
Ad Group Level Data
Campaign Level Data

49. Ad group level data with device split

50. Analyze Data from More Dimensions
- by User Type
- by Location
- by Age
- by Device
- by Traffic Channel
- by Campaign
- by Keyword
- by Operating System
- by Behavior (site search users)

51. Your Site Search Data is the
Valuable Source
- New product ideas
- Important products

52. Segment Traffic Before You Analyze
Overall data gives your wrong
understanding
1) Leaving in 10 secs
2) Leaving in a minute
3) Bounced X No bounced
4) Suspects
5) Prospects
6) New Customers
7) Returning Customers etc

53. Data Fool’s You Some Time
Apply Human Intelligence
Male order value - £54 | Female order value - £45

54. Right Team & Right
Information
Data analysis is most complex task
You data scientist should know all the
ins & outs of your business...if not
you don’t get right insights

55. Data Analysis Heart of
Ecommerce
Right Talent Can Save Half of
Your Marketing Budget and
Drive 50% More Sales in you
Store

57. Grow Your E-Commerce
Business

58. Sell more to existing customers
1) Personalized suggestions
2) Cross selling
3) Up selling
4) Adding more new products
6% increase in
sales

59. Increase the retention rates
1) Better & unforgettable service
2) Loyalty schemes

60. Acquire more new customers
1) Increasing product range
2) Selling specific product or brand
which is not available anywhere
(Moto mobiles on flipkart)
3) Spending more on marketing

61. Strategic Alliance
Or
Acquisition
Or
Merger
Example: Google, Amazon
Flipkart & Myntra

62. Useful Data for Aspiring
E-Commerce
Entrepreneurs
(All the data is from the Indian online shoppers
survey conducted in 2013)

63. Opportunity for E-Commerce?
- Just at infant stage, huge market to occupy
- India is the fastest growing country in ecommerce
$675 billions
$25 billions
India's Retail Market Size by 2015 - 2016
Total Retail Market Size
E-Commerce Market Size

64. 12
8
5
4.5 4.5
4
3 3
0
2
4
6
8
10
12
14
Internet Users In Millions
Source: IAMAI

65. Source: Survey by baggout.com
Twice & more in a
month, 44%
Once in a month,
31%
Once in
a quarter, 13%
Very
rarely, 11%
Never, 2%
How Frequently they Shop Online?

66. Source: Survey by baggout.com
0%
10%
20%
30%
40%
50%
60%
70%
Cloths &
Accessories
Books Electronics Home Products Baby Products
What Do they Buy in Online?

67. Source: Survey by baggout.com
70%
43%
81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Convenience Variety Discounts & Cashbacks
Why does Customers Buy in Online?
Series1

68. Source: Survey by baggout.com
28%
55% 55%
30%
0%
10%
20%
30%
40%
50%
60%
Credit/Debit Card &
Personal Information
Risk of Bad Quality
Products
Can't Look & Feel Fake/Biased Reviews
What's Stopping to Buy in Online?

69. Source: Survey by baggout.com
41%
45%
12%
2%
Impact of Friend’s Referral on Buying?
Definitely
Consider
No Change
Will Reduce

70. Source: Survey by baggout.com
Yes, 41%
Not a Problem,
26%
May be, 24%
No, 9%
Is Product Suggestions Okay?

72. If you have courage to
dream…you will be the
next person in line to be
in online business
But it takes 5 – 7 years to
get into profits

73. Select the niche
area…understand the
market size & your
prospects…market them
in right ways…do the
best to serve your
customer….you can
make it

74. Around 200 E-Commerce
ventures have been
closed in India till now
allschoolstuff.com
So, It’s not an easy task
If you go with me to business, the probability of
failure is 90%, but it only 30% for innovative
business ideas

75. Get an innovative idea or
use your creativity a to
create your market from
the exiting market
Tata Docomo’s creativity
shaken the entire
telecom industry

76. If you set up a company
“Your every day’s &
single goal is to keep it
alive for tomorrow…at
any cost”

77. If you set up a company
“Your every day’s &
single goal is to keep it
alive for tomorrow…at
any cost”

79. www.ecomlytics.com/ecommerceatoz

80. Ravindra Reddy Chitla
+919701641046
ravindrareddychitla@gmail.com
www.ecomlytics.com