This document discusses shifts and opportunities in e-commerce. It notes that consumers are focusing more on products than brands, and that e-commerce is becoming integrated with offline shopping. Mobile commerce is growing as people want freedom of when, where and how they shop. Cross-border shopping is also increasing. The document outlines challenges like delivery bottlenecks and high shipping costs, and opportunities to address these through improved delivery options and alternative payment models that don't limit consumer freedom.

1. e-commerce
bottlenecks and
opportunities

2. I work at Wijs
A digital Agency in Ghent

3. >>> 3 shifts in e-commerce >>>

4. 1
from Brands to Products

5. BRAND
PRODUCT

6. There is no longer ‘1-DOOR’
Front-page entrances
50%
40%
Growing share of visitors
lands on a specific product
page
Bron: Google Analytics Wijs » random retail clients - exclusive direct traffic

7. Multi-channel consumerpath
YouTube
Blogs &
niche sites
Social media
Online shops

8. People only care about one of your
products at a time, so focus your
attention on each one, and stop spending
all your time creating brand influence for
a mass market.
Baekdal, new media expert

9. 2
eCommerce
electronic => everywhere

10. Everybody is excited about the growth of online
shopping.

11. 2-3%
the share of internet-sales on the total Belgium Retail
turnover.

12. International sales
tly+8%
s sligh
es grow
ine sal
Onl
24%
26%
2010
2012
Bron: TNS, IAB and Google » Consumer Barometer » People who purchased the product/service and are part of the online population

13. International research pre-sale
4%
+6
arch
ese
er
nlin
O
36%
59%
2010
2012
Bron: TNS, IAB and Google » Consumer Barometer » People who purchased the product/service and are part of the online population

14. Focus on research
Inspire
Advice

15. If online influences offline, does this goes the other
way as well?

16. Coolblue
Over 200 webshops
Opens offline shops as ‘service points’
and extension of the webshop
Online sales increases in the
neighborhood of offline shops

17. No longer a difference between online & offline
YouTube
Blogs &
niche sites
Social media
Online shops

18. 3
The trend of mobile

19. But what is mobile?

20. It’s a verb
It’s an action
Mobile is not a devi
ce

21. mobile is freedom
TIME
PLACE
CHOICE

22. When will I do it?
Where will I do it?
How will I do it?
Freedom to not have to plan

23. The ability to act on impulse
NOW
HERE
THIS WAY

25. Growing trend of buying
cross-border

26. Evolution of cross-border shopping
Bought cross-border in a Belgian shop
EU consumers purchasing online cross-border within the EU
20%
18%
15%
10%
12%
5%
7%
0%
2006
9%
9%
9%
9%
2007
2008
2009
2010
2011

27. Why cross-border shopping?
‣
For 50% of the product searches, prices are 10%
cheaper when buying cross-border than buying
from a belgian web shop.
‣
65% of the products we search are only available in
foreign shops.

28. So who is your real client?
DISTRIBUTION
PARTNER
SHOP
CUSTOMER

29. Challenges?
bottlenecks and
opportunities

30. Delivery points

31. Delivery is among the top 3 reasons to buy online
43%
Because I can fi nd products and services at lower prices
42%
Because it saves time
35%
Because it gets delivered to my door
34%
Because I get access to special discounts, promotions...
33%
Because I’m able to shop 24 hours a day
24%
Because I have a wider selection of products/services online
23%
Because I can compare and review different products/services
16%
Because I avoid crowds
15%
Because there is more product information online
14%
Because I get access to products/services that aren’t available in my country
12%
Because I can see whether items are in stock
Source: Comeos Belgium 2013
Other reason
4%
0%
25%
50%

32. Home delivery is by far the preferred option
70%
Home delivery
15%
Pick-up at pick-up point
7%
Pick-up at the shop
Delivery at work
4%
Pick-up in a locker (sealed container to be opened with a code
0%
Does not matter
2%
Other
1%
0%
Source: Comeos Belgium 2013
35%
70%

33. But what is home delivery?

34. CUSTOMER SERVICE MAGIC
1
I just ordered something, but I
might not be home tomorrow.
Can I change it to a delivery point?
How do I do that?
2
The options, advice about the best
solution. Where would you like to
get your delivery?
3
We changed it for you. You’ll get
confirmation mail.
Don’t forget to bring your
passport ;)

35. My home is where... where my car is

36. My home is where... I am at that moment
Are you ready for this?

37. On and offline

38. A pizza (low margin) can be delivered
within 30 min., and it stays hot!

39. Google is entering the market
Shop local stores online and get items
delivered the same day
for everyday items

40. Product > brand > shop

41. Google shopping express
‣
Same prices and promotions as in-store (on- & offline)
‣
Shopping made simple - wherever you are (impulse)
‣
Getting it delivered on your schedule (freedom)
‣
Combining delivery (price) from different stores

42. Are you ready to face your new competitors?

43. Shipping costs

44. One of the (main)reasons we buy online, is because of
price
Europe (2011)
Belgium (2012)
I find cheaper products online
37%
I save time by buying online
42%
I can order at any time of the day/week
33%
It’s easier to compare prices online
33%
22%
22%
I can only find certain products online
16%
19%
There’s more choice online
I can find more information online
I don’t like going to shops
I find better quality products online
I can return products easily 2%
27%
11%
Products are delivered to a convenient place
I can find product reviews by other consumers
66%
10%
9%
8%
6%
31%
22%
16%
14%
39%
50%

45. and in general, it’s true that its cheaper online
Average price difference online vs offline (excluding delivery costs)
-0,90%
Mobile phones
-4,50%
-1,60%
Laptops
Digital cameras
-8,10%
-11,10%
In-car navigation
LCD TVs
-4,10%
Portable MP3 players
Premium women’s fragrances
-16,50%
-7,60%
Video games hardware
Traditional toys
-13,90%
1,50%
-1,80%
Men’s outerwear
Women’s outerwear
Power tools and accessories
Instant standard coffee
Standard milk formula
-6,40%
4,00%
8,70%

46. but not so true, once shipping costs are added to the
equation
Average price difference online vs offline (including delivery costs)
Mobile phones
Laptops
Digital cameras
In-car navigation
LCD TVs
Portable MP3 players
Premium women’s fragrances
Video games hardware
Traditional toys
Men’s outerwear
Women’s outerwear
Power tools and accessories
Instant standard coffee
Standard milk formula
0,70%
-3,10%
2,60%
-5,20%
-8,90%
1,70%
-9,30%
-6,30%
8,50%
7,80%
5,30%
0,50%
46,90%
40,80%

49. $8
$0
$5
$5
$2
$5

50. Clusterf*ck
‣
7 places to check up on my delivery
‣
7 mails to remind me
‣
7 different payment methods
‣
7 different prices
‣
7 different delivery days
‣
7 risks of losing something
‣
7 times frustrations and risks

51. $8
$0
$5
$2
DISTRIBUTION
PARTNER
$5
$5

52. Are you ready to make the shift?

53. Payment models

54. if your shopping-cart > 20 euros

55. price
€ 13
Delivery
€ 2
Price increase
Source: bol.com
15%

56. Limits the freedom to shop NOW
I will wait till there is something else I need

57. Spotify

58. Spotify

59. Monthly fee payed by the consumer
Source: CarDrops

60. If price is the bottleneck for shops AND customers today, do you
think you could address this?

61. So who is your real client?
DISTRIBUTION
PARTNER
SHOP
CUSTOMER

62. How will you leverage freedom without
adding complexity?
How will you leverage freedom without
breaking the connection with the shop?

63. QUESTIONS?
GRATIS
http://wijs.be/nl/downloads/
de-shift-in-retail
@lisamille_be