E-commerce in Action

Know what you / your
business / your customers
want.

Serve the consumers with
good products, content, and
community.

Pay close attention to concept
and visual design.

Implement the system using
the right platform.

Get the right vendors and
manage them properly.

Manage also your own
people, processes and
thinking.

Remember that your
business starts after the
project ends – prepare for it.

Exove is a leading Northern European
company specialising in open source
web services design and development.

We help our clients to
grow their digital business.

Our Approach
Understanding
your business

Our Approach
Understanding
your business
Our expertise

Our Approach
Understanding
your business
Our expertise
Power of open
technologies

Results
Beautiful,
functional &
business-driven
services

70+ people, over 175 customers,
5.0 MEUR revenue 2013, profitable,
offices in Helsinki, London, Oulu & Tallinn

Agenda
9.00 Opening words Janne Kalliola
9.10 Drupal Commerce Platform Robert Douglass, Commerce
Guys
9.40 Break
9.50 Choosing a Good Payment
Solution
Jacob Segercrantz, Suomen
Maksuturva
10.20 Content Driven E-Commerce Brian Mak, Wauwaa
Juha Jauhiainen &
Topias Dean, Exove Design
10.50 Discussion

Commerce Guys
Exove eCommerce seminar
Helsinki, November 2014

Commerce Guys is the software
company behind
&
Founded in 2010, 60 employees
Paris, France (25)
Ann Arbor, Michigan (20)
London, UK (15)
VC Funded, raised $10M

Drupal & Drupal Commerce
Built to work together
2
0
Content
Workflow
Graphics
c.5mn websites (2.5%)
1mn registered members
1,049 most visited site
User
Generated
Content
Scalability
Security
Social
SEO
Products
Search
Cart
Checkout
Pricing
Currencies
Taxes
Sales &
Promotions
Analytics
Real-time
Monitoring PCI
Compliance
Shipment
Cross-sell
/ Up-sell
33k websites
c.2k net monthly
additions
Languages
/ Locales

50,000+ Drupal Commerce websites

Lush.co.uk
What so special about Lush?
- It’s a brand, not a catalog
of products
- Recycling, colours &
textures, smell, green
- Design at the essence
- Mobile & tablet first
- Target in 2 years: 1/3rd of
the revenue online

Olsson Gerthel
What so special about
Olsson Gerthel
- Pure player
- Not just about the catalog
- All about matching your
taste
- Inspiring by an intensive
use of medias (pictures
mostly)
- In a modern, tablet
inspired way

Eurostar
Eurostar
- Drupal Commerce for the
front end
- Eurostar not selling
tickets, but travel
experience
- Fully integrated with
complex Information
systems
- Huge traffic & number of
transactions

Platform.sh
Platform.sh?
- Content, documentation,
blogging & commerce
- Development & Hosting
solution with different plans
- Advanced billing capabilities,
including recurring, complex
invoicing, meter based billing,
postpaid, pro-rata for the
month in progress, vouchers
and other sophisticated

The strengths of
CMS & eCommerce
More traffic = more revenue
Attract traffic and makes customer
more loyal by deeply integrating
content, social and ecommerce.
React faster to market changes
with continuous delivery, benefit
from open source and open
roadmap innovation.
Adapts to the way you work
Make your ecommerce more
efficient with a customizable
back-office and clean
integration with backend
systems.
Operational excellence
- Scalability
- Security
- Lower TCO
- Vendor support
Leverage powerful billing
capabilities
Platform.sh
The Drupal Commerce Cloud
enables to develop & deploy
seamlessly and in full
confidence.

COMPARISON DRUPAL
COMMERCE & MAGENTO

High level MAGENTO – DRUPAL COMMERCE Comparison (1/2)
Features Magento
Drupal
Commerce
Comments
Ready to use +++ ++
Drupal Commerce is a very flexible framework that fits within
existing infrastructure & business processes better. As a result,
there is slightly less out of box functionality but a greater ability
to configure and customize to meet unique needs. A site
accelerator (Commerce Kickstart) is also available, which can
cut up to a month off of development time.
Open source, open
code, innovation + +++
Drupal Commerce is GPLV2, and has only one version of code,
which stimulates community contributions and fosters much
greater innovation and advancement of the product. Magento
Enterprise requires a commercial license, that must be renewed
annually, and which creates a barrier for community contribution.
Functional feature
set +++ +++
Magento has more "out of the box" eCommerce features, but
Drupal Commerce comes with more advanced "web features",
including critical eCommerce features like SEO, Search and
very powerful tools like the Views and Rules engines.
Support ++ +++
Drupal Commerce Support provides coverage for your entire
Commerce site including modules and customizations while
Magento support covers bugs only associated with Magento
Core. Magento support does not cover any modules or
customizations.

High level MAGENTO – DRUPAL COMMERCE Comparison (2/2)
Features Magento
Drupal
Commerce
Comments
Content
Management and
Community
features
+ +++ Magento has very limited CMS functionality, while Drupal
Commerce was built on Drupal, the world’s most widely used
CMS. This enables sites one unified system at the heart,
weaving rich content experiences (video, photos, etc.) with
powerful community features (reviews, ratings, etc.), integrated
social network connections, and commerce all within a single
environment, back-office, and database
Ease of use +++ ++
Magento has more "out of the box" features, while Drupal
Commerce offers much stronger customization of the back
office, enabling role segmentation (marketing, call center) with
powerful team collaboration tools.
External Systems
integration ++ +++
Drupal Commerce was built to behave best in conjunction with
an existing system like an ERP. Very careful attention was
brought to the clarity and quality of API documentation. All Back-office
interfaces are then disabled in order to lighten the
application.
Digital & recurring + +++
Drupal Commerce is highly suitable for non-physical goods and
business models that rely on recurring payment, subscription or
metered billing. These features are unique and exclusive to
Drupal Commerce.
Scalability, security + +++
Drupal Commerce benefits from the powerful scalability of Drupal and
the ongoing oversight by the Drupal. Magento, on the contrary, depends
almost entirely on internal resources and funding to address security
and scalability issues.

PLATFORM.SH INTRODUCTION
The continuous delivery cloud

DEVELOPMENT
Is broken with half baked features and
work-in progress.
STAGING
Is an unholy mix of hot fixes and
features for next release(s) with
“lorem ipsum”, you can never know
what to test.
PRODUCTION
Has bugs that only appear on
production and cannot be reproduced
in staging or development.
TRADITIONAL
INFRASTRUCTURES
ARE BROKEN

Platform.sh is different
INSTANT URL FOR
EVERY BRANCH
GIT-DRIVEN
INFRASTRUCTURE
MULTIPLE APPS
MULTIPLE STACKS
ROBUST MODERN
PRODUCTION

INSTANT URL FOR
EVERY BRANCH
Platform.sh allows for agile methodology best practices

GIT-DRIVEN
INFRASTRUCTURE
- Modern web projects have increasingly complex
architecture requirements.
- Platform.sh allows you to describe the infrastructure
alongside with the code of your applications.

MULTIPLE APPS
MULTIPLE STACKS
- Each Platform.sh project can contain multiple applications
in the same Git repository.
- Multiple stacks

ROBUST MODERN
PRODUCTION
Platform.sh Enterprise add-on
provides high availability hosting
options.
- Integrated CDN;
- High availability deployment
(3x redundancy);
- Zero downtime scalability: Go
from a few to a hundred CPUs

1. Quickly onboard new
developers
Perfect for freelancers, outsourcing, specialists

2. Spend zero time setting
up servers
Stop doing DevOps. This is NoOps.

3. Rapid prototyping
Launch new modules or themes with one line of code.

4. Instant
demonstration
Each branch has a URL.

5. Continuous testing,
Continuous integration
Webhooks and the CLI make Jenkins happy.

6. Confidence in deployment:
repeatable, reversible
Each Git Push is a deployment. You get lots of practice.

7. Local development
to cloud
With the CLI, the build process is the same everywhere.

8. Instant communication
across the team
Includes native Hipchat and Github integration

9. Flexibility in
technology choices

10. Intelligent
Production Architecture
3x redundancy, integrity guarantee, CDN grade cache

https://platform.sh
@platformsh

What to consider when choosing a
payment solution?
E-commerce in Action Seminar
Nov 18th 2014, Jacob Segercrantz
Intelligent Online Payment Services

Suomen Maksuturva Oy is an authorized payment institution supervised by the
Financial Supervisory Authority (FIN-FSA). We provide Intelligent Online Payment
Services consisting of the most comprehensive set of high quality service features
in the Finnish market.
Intelligent Online Payment Services E-commerce in Action Seminar
More companies usingMaksuturva and some case stories below:
https://www.maksuturva.fi/en/for-web-stores/solutions-for-enterprises/case-examples/
https://www.maksuturva.fi/en/references/

What to consider when
choosing a
payment solution?

What to consider when choosing a car?
A B
Engine
Transmission
Safety
Size
Colour
Emissions
Quality
4x4
Price
Consumption
Petrol vs. diesel vs. electric
Power

What to consider when choosing a payment solution?
Integrations
Buyer Webshop
Customer
service
Settlement model
Safety
Accounting
Reporting
ERP
Quality
Consumer
experience
Refund
handling
Payment methods
Net vs. gross
Mobile
€
Customer segment
Return form
Local vs. global
Price Legal issues

…working in the back-office
might not always be
as uncomplicated!
Although the web shop has a great
and functional facade…

What is the payment solution’s role?
Purchase
Before purchase After purchase
Activities leading to
online sales
Manual
Ostoksen jälkeiset
after sales
aktiviteetit
work
Time
PS
Payment and
reporting
Brief active role

What is the payment solution’s role?
Purchase
Before purchase After purchase
Activities leading to
online sales
PS
Ostoksen jälkeiset
aktiviteetit
Payment, reporting, settlements, reconciliation, refunds
and returns, customer service etc.
Manual after sales work
Time
Longer active role

Things to consider:
The payment and payment methods
Target market
Segment
Product
category
Mobile
Checkout
process
User experience
Branding
Legal issues
Fraud management
Payment method maintenence

Direct
payment
via bank
(~ 40-70 %)
Invoice
(~ 40 %)
The most popular
payment methods
in the Nordics
Card
(~ 70 %)
Card
(~ 80 %)

Example: the use of payment methods
in different product categories
Source: TNS Gallup – Nordic e-commerce 2012

Things to consider:
Refund and return handling
Return data
collection
Warehouse
Product
category
Manual vs. automatic
refunds
User experience
Time used and cost
Legal issues
Reporting and reconciliation
Return percentage
Cost reduction

Example: Returns within different product
categories in the Nordics
Source: PostNord – E-commerce in the Nordics 2014

Things to consider:
Settlements and reporting
Settlement model Sales ledger
demands
Centralization
Reconciliation
Customization
ERP system demands
Audit-trail
Report data & format

Brick-and-mortar retail
…has been around for a long time
ERP Sales ledger
Accounting
Purchase
ledger
Buying customers
AUTOMATED PROCESSES
Master data
Bank
accounts
= AUTOMATION
Copyright © Maksuturva | Lindorff

E-commerce
…is for many companies still a quite new business area…
Buying customers ”
Web Shop Order
Order
In some extreme cases
there is no technical
communication
between the different
sales channels
Brick-and-mortar
X X
X X
X X
Copyright © Maksuturva | Lindorff

Jacob Segercrantz
Sales Director, solution sales
+358 40 562 9802
jacob.segercrantz@maksuturva.fi
Suomen Maksuturva Oy
Ruoholahdenkatu 23
00180 Helsinki

Combining community, content and online retail
An Integrated Value-Added Experience

Publishers must use advertising to monetise content
=
Less content, poor quality
Problem 1

E-commerce sites need engaged users over
a long period of time
=
High cost of marketing, decreased LTV,
only loyal to the cheapest
Problem 2

Communities need depth, breadth and engagement
=
How do you support the model?
Problem 3

Refined
shopping
experience
Commerce
Contextually
relevant
content
Content
Critical
mass for
community
Community

Thank you!
Brian Mak • brian.mak@wauwaa.com

About content, commerce,
design and parenthood

The upcoming version of wauwaa.com was designed with
simplicity, contextuality and responsiveness in mind.

E-commerce in Action

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