The growth of eCommerce: does it impact brand strategy?
Shopinomi 2012 Deck
1. Shopinomi is a user generated video site founded to
help customers review e-commerce sites and tell their
stories for a better online shopping experience.
2. Shopinomi Market Reach: 9,5$ B
E-CommerceVolume: 12$ B
Online Shoppers: 6 M
Turkey E-commerce Market
http://www.deloitte.com/assets/Dcom-Turkey/Local%20Assets/Documents/turkey_tr_cb_retailsectorupdate_040612.pdf
E-commerce Transactions Through VPOS
millionTL
0
7.500
15.000
22.500
30.000
2005 2011
C
AG
R=60%
3. E-commerce is still at a very early stage inTurkey. Below %10 of total population buy online, it
is very low compared to UK and US markets.
E-commerce companies need new marketing channels to reach their customers. Google and
Facebook dependence is not healthy and profitable.
There isn’t a dedicated platform for e-commerce only. People try to learn other’s experience
from Eksisözlük, Blogs and Forums.
Marketing has changed, old fashioned web advertising won’t be giving the same returns as before.
It is time to interact and communicate with the customer.
Unbiased platform for customers. Instead of avoiding bad reviews, sites will solve the problem
and become more reliable.
E-commerce is expected to grow but it needs to be fueled by e-commerce enabler startups
to reach the potential
Current E-commerce Market
4. Online Shopping
Concerns
Payment Habits
Past Negative
Experiences
Online Shopping Review
Platform Absence
%90 of the
population don’t buy
online because they
have problems with
online shopping
• price sensitivity
• delivery issues
• quality concerns
• product authenticity
Turkish E-commerce Market Problems
5. E-commerce players can’t just afford to let people struggle to make a decision
before buying online
Customer Behaviour
People look for reviews from forums and blogs.
Text reviews has trust issues, customers want to know the reviewer and the product.
Over %90of shoppers look for online reviews before buying.
Retail site visitors who view video are 85%more likely to purchase than other site visitors.
71%of consumers say that video is the best way to bring product features to life.
90%of consumers watch online video.
57%of consumers say product videos make them more confident in a purchase, less likely to return an item
6. Future of the Video
Internet video traffic will be 69%of all global
consumer Internet traffic in 2017. -CISCO, 2013
Video Usage on Online Retailer Product Pages
0
0,2
0,4
0,6
0,8
2005 2009 2010
%73
%55
%20
Global consumer Internet traffic
in 2017
OtherTraffic
%31
VideoTraffic
%69
http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/
white_paper_c11-481360.html
7. A platform for
online shoppers
only
Located at the last
steps of
customer’s
decision making
cycle.
An unbiased site
built for
customer’s benefit
Only video to avoid trust
issues
Shopinomi makes a
unique place for e-
commerce sites to
interact with the
customer
Shopinomi Solution
8. Why would a user upload an unboxing video to
Shopinomi?
Maslow’s Hierarchy of Needs
Social reputation is very important and one of the main drivers for people to display
themselves.
People actually enjoy giving back to the community. Shopinomi is the perfect place to do that.
• For self-fulfilment: 69% said they share information
because it allows them to feel more involved in the world.
• To get the word out about causes they care about:
84% of respondents share because it is a good way to
support causes or issues they care about.
• To define themselves to others: 68% of respondents
said they share to give others a better sense of who they
are and what they care about.
• To bring valuable and entertaining content to one
another. A significant 94% of respondents carefully
consider how the information they share will be of use to
other people
9. Why would a user upload an unboxing video to
Shopinomi?
Current Social Habits: People are already
uploading unboxing videos toYoutube,Vine
and Instagram.
Proven Traction: Shopinomi is live on beta,
without any incentive and marketing, 50
unboxing videos are uploaded.
Easy Accessibility: Shopinomi has mobile
applications which facilitate users to upload
directly from their smart phones.
10. Value to Users
Viewers Uploaders E-commerce Sites
• Video reviews will help
people decide where to
buy
• Rating of the videos
determine whether rely
on the video or not
• In case of decision, one-
click to e-commerce site
in the video
• Share their opinion with
public in a very trustable
format
• Rate and effect the site’s
overall points
• Reach highly relevant
viewers and achieve high
engagement
• Become trusted reviewer
and effect others
decisions
• Unique data of their
customer’s perception
• Direct reach to online
shopping community
• High conversion rates
than classic marketing
channels
• Acquisition of absolute
new users which are not
shopping online
11. Monetization
Membership Affiliate Native Advertising
• Membership of e-
commerce sites
• Depending on the need,
different packages will be
offered
• Only way for e-
commerce sites to
interact with customers
• Every video page can
redirect user to the e-
commerce site
mentioned in the video
• Revenue per sale or click.
• Benefit of being on the
last steps of buying cycle
• The whole audience is
actually what e-
commerce sites want to
target in any marketing
channel
• Native ads which doesn’t
harm user’s experience
• Cutting edge video ad
formats
12. Risks & Mitigations
Low barriers to entry, potential global
competitors can emerge
First player to utilize video for review
Youtube,Vimeo, Instagram,Vine can develop
rating system for unboxing videos
Incentive for uploaders may be needed for
high growth
Charging e-commerce sites may delay
depending on the content density
Higher conversion rates than Google and
Facebook
Viral growth because of user generated
content
Deliver value from the day one,
indispensable platform for e-commerce
sector
13. Marketing Strategy
Acquisition
Google Adwords
Google Remarketing
YoutubeTruview
Youtube Remarketing
Facebook Newsfeed Ads
Facebook Retargeting Ads
Twitter Ads
Twitter Cards
Video Podcasts
Street Interviews
Blogger Events
Activation
Event based e-mail marketing
Remarketing Ads
Mobile App Download Ads
Application Notifications
Invitation Only Membership
Retention
Instagram
Youtube
Spotify
Snapchat
Vine
Foursquare
Pinterest
Facebook
14. Marketing Strategy
Analytics
Google Analytics
Mixpanel
Customer.io
Segment.io
Prediction.io
Vzaar
Shopinomi SEO is naturally strong. For every search term a user looked in
Google, Shopinomi will at least show one video result in Google.There are
incredible lack of content of e-commerce reviews. Shopinomi infrastructure is
made to support and fulfil that opportunity
SEO
State of art analytics tools will be used. Mixpanel,
Customer.io, Segment.io, Prediction.io, Google
Analytics,Vzaar will enable us to analyse the users
behaviours. Shopinomi will provide valuable
analytics data to e-commerce sites.
