Hot e-commerce trends in Europe and how to profit from them - Ralf Priemer
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Transcript of Hot e-commerce trends in Europe and how to profit from them - Ralf Priemer
Hot E-Commerce Trends in Europe and How to Profit from Them
Ralf Priemer
eTrade Summit 2016
Antwerp, 27th of September
• WHY CHANNEL PILOT CAN IDENTIFY EUROPEAN E-COMMERCE TRENDS FROM THE OWN DATA BASE
• EUROPEAN TRENDS - SALES CHANNELS
• EUROPEAN TRENDS - ONLINE SHOP
• HOW TO GENERATE EFFICIENT TRAFFIC AND OVERCOME BARRIERS OF INTERNATIONALIZATION
AGENDA
• WHY CHANNEL PILOT CAN IDENTIFY EUROPEAN E-COMMERCE TRENDS FROM THE OWN DATA BASE
• EUROPEAN TRENDS - SALES CHANNELS
• EUROPEAN TRENDS - ONLINE SHOP
• HOW TO GENERATE EFFICIENT TRAFFIC AND OVERCOME BARRIERS OF INTERNATIONALIZATION
AGENDA
CHANNEL PILOT ALREADY CONNECTS…
… with over 2,000 sales
channels globally!
… over 1,200 Online Shops in Europe…
Online Shop
Online shop
CHANNEL PILOT ALREADY CONNECTS…
… many top retailers and great
brands!
DIFFERENT MODULES OF CHANNEL PILOT
Comparison Shopping
Engine
Market Price Analysis
Product Ads
Marketplace Solution
Dynamic Pricing
…and over 2000 more
Online Shop
Locations
CHANNELPILOT BY THE NUMBERS
Company formation
Product launch
Globalisation
Customers
Employees
Hamburg London Paris Milan Madrid Moscow Amsterdam Stockholm Palo Alto
June 2012
over 30% of 1000 top internet stores in Europe
More than 1200 Country access links
More than 40 More than
50
January 2013
Settlement Volume
CHANNELPILOT BY THE NUMBERS
More than € 100,000,000 worth of sales for our customers monthly
• WHY CHANNEL PILOT CAN IDENTIFY EUROPEAN E-COMMERCE TRENDS FROM THE OWN DATA BASE
• EUROPEAN TRENDS - SALES CHANNELS
• EUROPEAN TRENDS - ONLINE SHOP
• HOW TO GENERATE EFFICIENT TRAFFIC AND OVERCOME BARRIERS OF INTERNATIONALIZATION
AGENDA
CHANNEL PILOT’S TOP 10 SALES CHANNELS FOR ONLINE SHOPS IN CENTRAL EUROPE*
* Source: Channel Pilot data base from over 1,200 online shops in Europe (800 German based). Included sales channels: comparison shopping engines, market places and social media. Affiliate platforms and retargeting platforms are not considered because of overlaps with shown channels.
SALES CHANNEL PERCENTAGE OF REVENUE ONLINE SHOPS GENERATE VIA
THAT CHANNEL
TREND
1. 10.7% ì 2. 10.1% ì
3. 8.2% è
4. 6.5% è
5. 4.5% î
6. 4.0% è
7. 3.2% ì
8. 2.6% é
9. 2.3% è
10. 2.1% ì
STEADY GROWTH BUT NO SURPRISE
IM-PRESSIVE GROWTH
TRENDS: PRODUCT SEARCH ENGINES
• GOOGLE SHOPPING BIGGEST PRODUCT SEARCH ENGINE AND STRONGLY GROWING
• CLASSICAL PRODUCT SEARCH ENGINES – WITH FOCUS ON PRICE COMPARISON – LOOSE BUSINESS TO GOOGLE SHOPPING
• MERGERS & ACQUISITIONS AMONG PRICE COMPARISON SITES (SHOPZILLA & BECOME, NEXTAG & GUENSTIGER …)
• OTHERS PARTNER WITH GOOGLE AND BRING CUSTOMERS TO GOOGLE SHOPPING AND GOOGLE SEA (TWENGA, FORMER #2 IN EUROPE!)
• AMAZON AND EBAY ARE MOST IMPORTANT IN MOST EUROPEAN COUNTRIES
• AMAZON STRONGLY GROWING
• EBAY GENERATES LESS REVENUE THAN AMAZON AND NOT GROWING
• MANY NATIONALLY RELEVANT MARKETPLACES: C-DISCOUNT, ZALANDO, LA REDOUTE, TESCO, OTTO, BOL.COM, …
• NATIONAL MARKETPLACES DO NOT MANAGE TO GO INTERNATIONAL: FYNDIQ, RAKUTEN
• YANDEX BECOMES A MARKET PLACE
• FACEBOOK, INSTAGRAM, PINTEREST ETC. ANNOUNCED TO BECOME MARKET PLACES
TRENDS: MARKET PLACES
• FACEBOOK RECENTLY ENTERED OUR TOP 10 SALES CHANNELS AND STRONGLY GROWING
• INSTAGRAM HAS RECENTLY STARTED AS A SALES CHANNEL
• SOCIAL CHANNELS - HUGE E-COMMERCE POTENTIAL:
- INCREDIBLE REACH - GREAT TARGETING OPTIONS (THEY KNOW EVERYTHING ABOUT US)
- REACH CONSUMERS EARLIER IN PURCHASE DECISION PROCESS (“INSPIRATION PHASE”, IMPORTANT FOR EMOTIONAL AND PREMIUM PRODUCTS)
TREND: BIG SOCIAL PLATFORMS GO E-COMMERCE
• SOME PRODUCT SEARCH ENGINES GROW IMPRESSIVELY DESPITE OF GOOGLE’S AND AMAZON’S PREDOMINANCE:
TREND: RISING STARS AMONG PRODUCT SEARCH ENGINES
TREND: RISING STARS AMONG PRODUCT SEARCH ENGINES
STYLIGHT:
ONLINE FASHION MAGAZINE WITH RECOMMENDATIONS FROM PROFESSIONAL FASHION JOURNALISTS AND
CELEBRITIES
+ PRODUCT SEARCH ENGINE
- NO MEDIA COMPANY HAS MANAGED TO LAUNCH SOMETHING LIKE THIS
- STYLE.COM WILL LAUNCH SOON
TREND: RISING STARS AMONG PRODUCT SEARCH ENGINES
STYLEFRUITS:
FASHION BLOGGERS RECOMMEND COMPLETE OUTFITS FOR ANY OCCASION
+ PRODUCT SEARCH ENGINE
TREND: RISING STARS AMONG PRODUCT SEARCH ENGINES
• WHY DO THEY WIN WHILE CLASSICAL PRICE COMPARISON SITES LOSE BUSINESS? A) INSPIRATIONS FROM PROFESSIONALS, CELEBRITIES OR BLOGGERS B) UNIQUE OWN CONTENT C) SMART INTEGRATION OF SOCIAL MEDIA CHANNELS D) SMART INTEGRATION OF ONLINE-SHOPS
• SIMILAR TO ZALANDO’S STRATEGY – “BECOME THE SPOTIFY FOR FASHION”
TREND: RISING STARS AMONG PRODUCT SEARCH ENGINES
• WHY CHANNEL PILOT CAN IDENTIFY EUROPEAN E-COMMERCE TRENDS FROM THE OWN DATA BASE
• EUROPEAN TRENDS - SALES CHANNELS
• EUROPEAN TRENDS - ONLINE SHOPS
• HOW TO GENERATE EFFICIENT TRAFFIC AND OVERCOME BARRIERS OF INTERNATIONALIZATION
AGENDA
TRENDS: ONLINE SHOPS
• 3 YEARS AGO E-RETAILERS DOMINATED OUR CUSTOMER BASE
• TODAY MANY CONSUMER BRANDS SELL ONLINE -> DIRECT-TO-CONSUMER INITIATIVES THREAT FOR RETAILERS
• RETAILERS: IMPORTANT TO INCREASE E-COMMERCE KNOW-HOW AND REACH
• LARGER ONLINE SHOPS AND STRONG BRANDS PREFER PRODUCT SEARCH ENGINES
• SMALLER ONLINE SHOPS LIKE MARKET PLACES BECAUSE OF REACH, CONSUMER’S TRUST AND LESS COMMERCIAL RISK
TREND: USE OF (BIG) DATA
• SINCE MANY YEARS WE HEAR ABOUT BIG DATA
• UNTIL NOW ONLY MOST SUCCESSFUL ONLINE SHOPS USE THEIR CORE DATA – THE PRODUCT CATALOGUE – WELL AND…
TREND: USE OF (BIG) DATA
A) ADAPT THEIR DATA ACCORDINGLY TO INDIVIDUAL REQUIREMENTS OF THE SALES CHANNEL
TREND: USE OF (BIG) DATA
B) AUTOMATICALLY DELIST PRODUCTS THAT ARE NOT MEETING THEIR KEY PERFORMANCE INDICATIONS (KPI)
✗
TREND: SHIFT OF ONLINE MARKETING BUDGET TO PERFORMANCE CHANNELS
• MANY ONLINE SHOPS EXPECT POSITIVE ROI (>100%) FROM FIRST PURCHASE VIA PRODUCT SEARCH ENGINES – POSSIBLE
• AT THE SAME TIME THEY ACCEPT TO GET <20% OF ROI FROM (EVEN PROGRAMMATIC) BANNER ADVERTISING
• SUCCESSFUL ONLINE SHOPS SHIFT BUDGET FROM BANNER CAMPAIGNS TO PRODUCT SEARCH ENGINES - MARKETING “INVESTMENT”
TREND: USE OF DYNAMIC PRICING
• IN MANY BRANCHES PRICES CHANGE A LOT – CONSUMER ELECTRONICS…
• RETAILERS OBSERVE MARKET PRICE CHANGES
• AND CHANGE THEIR PRICES DYNAMICCALY
• THEY CAN AUTOMATICALLY MANAGE MILLIONS OF PRODUCTS EVEN ON AN ARTICLE BASIS WITH RULES LIKE:
• “I ALWAYS WANT TO BE AMONG THE 5 CHEAPEST RETAILERS BUT NEVER CHEAPER THAN 87,55 EURO”
• WHY CHANNEL PILOT CAN IDENTIFY EUROPEAN E-COMMERCE TRENDS FROM THE OWN DATA BASE
• EUROPEAN TRENDS - SALES CHANNELS
• EUROPEAN TRENDS - ONLINE SHOP
• HOW TO GENERATE EFFICIENT TRAFFIC AND OVERCOME BARRIERS OF INTERNATIONALIZATION
AGENDA
A) TRANSLATION OF PRODUCT CATALOGUE TRANSLATIONS OF PRODUCT INFORMATIONS NEED TO BE INTEGRATED INTO SALES PROCESS SPECIALIZED TRANSLATION COMPANIES CHANNEL PILOT CAN RECOMMEND SEVERAL
INTERNATIONALIZATION
INTERNATIONALIZATION
Market Place Integration Product Search Engine (PSE) Link to Online Shop
How Channel Pilot Can Support
Traffic / Revenue Potential + + Integration into all channels
Consumer‘s Trust + - Integrate into market places
Business Risk + - Optimize PSE
Technical Implementation Effort - + Only one connection to
Channel Pilot necessary
Customer Relation - + Integration of PSE
Openness to Integrate New Brands/Retailers +/- + We support in convincing
market places
New Payment Systems in Online Shop Necessary + - Not our focus
B) FIND THE BEST SALES CHANNELS (DIS-)ADVANTAGES OF MARKETPLACES VERSUS PRODUCT SEARCH ENGINE WHEN ONLINE SHOPS GO INTERNATIONAL:
SPECIALIZED E-COMMERCE CONSULTANTS FOR 10 EUROPEAN COUNTRIES
C) TECHNICAL INTEGRATION OF SALES CHANNELS
INTERNATIONALIZATION
Online Shop
ONLY ONE CONNECTION
D) ADAPTION OF PRODUCT PRESENTATIONS FOR ALL SALES CHANNELS
INTERNATIONALIZATION
E) GETTING SALES CHANNELS PROFITABLE CHANNEL PILOT CAN • TRACK SALES SUCCESS OF EACH PRODUCT ON
EACH SALES CHANNEL – INCLUDING CROSS SALES • MAKE SURE THAT ONLY THOSE PRODUCTS ARE
LISTED ON THOSE CHANNELS THAT BRING PROFITABLE BUSINESS
INTERNATIONALIZATION
THANK YOU!
MOBILE: +49 172 573 00 33
Ralf Priemer Co-Founder & Managing Director Channel Pilot Solutions GmbH