eCommerce Opportunity for Tourism ETAG 2014
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Transcript of eCommerce Opportunity for Tourism ETAG 2014
© Ideal Interface Ltd
Understanding the E Commerce Opportunity
for Tourism
Hayden Sutherland
© Ideal Interface Ltd
IntroductionWho am I ? • Hayden Sutherland
• Founder and lead consultant at Ideal Interface
• A strategic digital and eCommerce consultancy
• Based in Glasgow • Twitter: @haydens30• Blog: http://press20.blogspot.co.uk
© Ideal Interface Ltd
IntroductionSome of our clients
© Ideal Interface Ltd
The Digital EconomyThink Big. Think Global • Two billion people are now
connected to the Internet• Almost $8 trillion now changes
hands each year through eCommerce
• In some developed markets, about two-thirds of all businesses have a Web presence of some kind
• And one-third of small & medium-sized businesses extensively use Web technologies
© Ideal Interface Ltd
eCommerceDefinition time • Definitions differ of what
eCommerce actually is• “The buying and selling of products
or services conducted over electronic systems such as the Internet (and other computer networks)” Wikipedia
• It’s • B2C: Business to Consumer• B2B: Business to Business• And.. System to System
© Ideal Interface Ltd
Scottish specificScottish e-Commerce StudyMay 2012
© Ideal Interface Ltd
© Ideal Interface Ltd
© Ideal Interface Ltd
Population & Internet Penetration
Population2012
Penetration2012
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Population & Internet Penetration
c
Europe62% penetration
503M online users
Population2012
Penetration2012
© Ideal Interface Ltd
Population & Internet Penetration
North America80% penetration
281M online users
Population2012
Penetration2012
© Ideal Interface Ltd
Population & Internet Penetration
South America & Caribbean
40% penetration244M online users
Population2012
Penetration2012
© Ideal Interface Ltd
Population & Internet Penetration
Middle East & Africa20% penetration
263M online users
Population2012
Penetration2012
© Ideal Interface Ltd
Population & Internet Penetration
Population2012
Penetration2012
Asia & Oceania29% penetration
1,133M online users
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Online SpendUK
$49 BillionGermany
$32 Billion
Japan$64 Billion
China$169
Billion
India$1.6 Billion
Argentina$1.9 Billion
Brazil$12 Billion
Mexico$1.7 BillionUSA
$226 Billion
© Ideal Interface Ltd
• It’s not just about replicating your shop or printed brochure
• You have less physical and product restrictions online
• Combine different approaches to find what works
• It’s far easier to test & learn online• What doesn’t work in one market,
might work in another
New modelsNew markets
© Ideal Interface Ltd
But forget about International eCommerce…
… if you can’t get the basics right first
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• Product• Payment & security• Fulfilment & returns• Customer Service• Marketing
(e.g. SEO, Social Media, PPC, etc.)• User Experience• Analytics
The basics to serve any market
© Ideal Interface Ltd
• Stand up please• Stay standing if you currently
have an eCommerce site• Stay standing if you are using
web analytics• Stay standing if you use it to get
regular KPI’s (visits)• Stay standing if you have ‘goals’
set up on your site• Stay standing if you’re measuring
online sales in real time• All of this is free!
Analytics
© Ideal Interface Ltd
There’s an opportunity
• The UK leads in eCommerce maturity
• Tourism competes globally • Understand where your
customers are • Use the free services• Test & learn
© Ideal Interface Ltd
© Ideal Interface Ltd
My Contact Details
• Hayden Sutherland• [email protected]• www.idealinterface.co.uk
• @haydens30• 0780 1341955