Ecommerce Trends

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e-­‐Commerce
 Trends
 
 
from
 2014
 to
 2015
 

1

potenGal
 impact
 on
 market
 

E-­‐Commerce
 Trends
 for
 2015
 
•  Machine-­‐learning
 Services
 
 
•  Omnichannel
 
•  Digital
 Content
 
•  New
 Business
 Models
 
 
•  Own
 Brands
 
•  Bitcoin
 
•  Mobile
 
•  3D
 prinGng
 
 
•  ProgrammaGc
 Ad
 Buying
 
•  Security
 
  •  mPayments
 
and
 MarkeGng
 Auto
 
•  Cross-­‐border
 
Game
 Changers
 

  B2C
 

  •  Mobile-­‐First
 MarkeGng
 
•  Wearables
  •  Beacon
 Technology
  •  Automated
 

  Pricing
 OpGmizaGon
 
 

 
•  New
 Customer
 
•  Big
 Buying
 
  Days
 
 
AquisiGon
 Models
 
 

Quick
 Wins
 

•  Social
 Commerce
  •  Free
 Returns
 

•  Next-­‐day
 delivery
 
  •  Free
 Shipping
 
•  In-­‐store
 Pickup
 
•  Content
 MarkeGng
 
•  hybris
 
•  Magento
 
Worth
 considering!
 

maturity
 /
 roi
 

B2C
 eCommerce
 Sales
 Worldwide
 
e-­‐Commerce
 sales
 worldwide
 will
 reach
 $1.7
 trillion
 in
 2015
 

Next
 year,
 local
 consumers
 all
 
over
 the
 world
 will
 discover
 
global,
 or
 foreign,
 web
 sites
 in
 
a
 major
 way,
 and
 spend
 a
 
larger
 por;on
 of
 their
 online
 
budgets
 on
 non-­‐local
 e-­‐
retailers.
 This
 will
 pose
 serious
 
challenges
 to
 local
 merchants
 
but
 will
 also
 create
 new
 
opportuni;es
 for
 them
 to
 sell
 
abroad.
 
Jörgen
 Bödmar,
 CEO
 of
 
Scandinavian
 Design
 Center
 
An
 increasing
 number
 of
 e-­‐
retailers
 are
 beginning
 to
 see
 
the
 benefits
 of
 physical
 
stores.
 
 
Karl
 Prytz,
 CEO,
 Animail
 

hVp://www.staGsta.com/staGsGcs/261245/b2c-­‐e-­‐commerce-­‐sales-­‐worldwide/
 
hVp://ecommercenews.eu/key-­‐e-­‐commerce-­‐trends-­‐in-­‐2015
 
 

B2C
 eCommerce
 Sales
 Worldwide
 
•  Business-­‐to-­‐consumer
 (B2C)
 ecommerce
 
sales
 worldwide
 reached
 $1.471
 trillion
 in
 
2014,
 increasing
 nearly
 20%.
 
 
•  Asia-­‐Pacific
 is
 the
 leading
 region
 for
 
eCommerce
 sales
 in
 2015
 and
 represents
 
33.4%
 of
 the
 total,
 compared
 with
 31.7%
 
in
 North
 America
 and
 24.6%
 Western
 
Europe.
 
•  Cross-­‐border
 B2C
 
–  The
 worldwide
 leaders
 in
 B2C
 eCommerce
 
export
 include:
 USA,
 UK,
 Germany,
 Nordic
 
naGons,
 Netherlands
 and
 France.
 Their
 overall
 
online
 retail
 cross-­‐border
 export
 is
 forecast
 to
 
top
 EUR
 100
 billion
 by
 2020.
 
–  Cross-­‐border
 B2C
 eCommerce
 thrives
 in
 Europe,
 
supported
 by
 the
 iniGaGves
 of
 lawmakers
 in
 
creaGng
 a
 single
 online
 retail
 infrastructure
 and
 
regulaGon.
 
 

hVp://www.emarketer.com/ArGcle/
Worldwide-­‐Ecommerce-­‐Sales-­‐Increase-­‐
Nearly-­‐20-­‐2014/1011039
 

 
GLOBAL
 CROSS-­‐BORDER
 B2C
 E-­‐COMMERCE
 
2014,
 yStats.com
 ,
 
hVp://ystats.com/uploads/report_abstracts/
1076.pdf
 
 

The
 World's
 Leading
 eCommerce
 Companies
 
1. 
2. 
3. 
4. 
5. 
6. 
7. 
8. 
9. 
10. 

Amazon
 
 
JD.com
 
Wal-­‐Mart
 
eBay
 
OVo
 Group
 
Alibaba
 (excluding
 wholesale)
 
Groupe
 Casino
 (Cnova)
 
Tesco
 
Rakuten
 
Best
 Buy
 

In
 terms
 of
 growth,
 Alibaba
 outpaces
 all
 its
 
compe;tors
 in
 the
 top
 10,
 more
 than
 doubling
 
the
 revenues
 from
 retail
 marketplaces
 last
 
year.
 
 

 
JD.com
 Inc.
 ranks
 next
 with
 close
 to
 +70%.
 
 
Casino
 Group
 is
 combining
 businesses
 of
 
Cdiscount
 in
 France,
 Colombia
 and
 Asia1,
 and
 
Nova
 Pontocom
 in
 Brazil
 (company
 jointly
 held
 
by
 GPA
 and
 ViaVarejo).
 
About
 13
 million
 ac;ve
 customers
 in
 Europe,
 
La;n
 America
 and
 Asia.
 It
 plans
 to
 raise
 as
 
much
 as
 $375
 million
 in
 an
 ini;al
 public
 
offering
 in
 the
 U.S.
 
 in
 2015.
 

hVp://finance.yahoo.com/news/research-­‐markets-­‐worlds-­‐leading-­‐e-­‐154500570.html
 
 
hVp://www.businessweek.com/news/2014-­‐10-­‐31/casino-­‐e-­‐commerce-­‐arm-­‐cnova-­‐seeks-­‐up-­‐
to-­‐375-­‐million-­‐in-­‐u-­‐dot-­‐s-­‐dot-­‐ipo
 
 

Capital
 Market
 
Interes'ng
 IPOs
 of
 2014
 
•  Alibaba
 (NYSE:
 BABA).
 Already
 the
 
world’s
 largest
 online
 and
 mobile
 
commerce
 company,
 the
 Chinese
 giant,
 
whose
 mission
 is
 “to
 make
 it
 easy
 to
 do
 
business
 anywhere”.
 Largest
 ever
 global
 
IPO.
 
– 
 Market
 CapitalizaGon
 $236
 billion
 (€186
 
billion)
 

• 

Rocket
 Internet
 (ETR:
 RKET).
 Founded
 in
 
2007
 by
 the
 Samwer
 brothers,
 the
 
German
 Internet
 start-­‐up
 incubator.
 The
 
company’s
 stated
 mission
 is
 “to
 become
 
the
 world’s
 largest
 Internet
 plarorm
 
outside
 the
 United
 States
 and
 China”
 
– 
 Market
 CapitalizaGon
 $7.2
 billion
 (€5.7
 
billion)
 

We
 are
 seeing
 larger
 funds
 spread
 across
 
fewer
 firms.
 In
 2015
 we
 can
 expect
 to
 see
 
the
 average
 deal
 size
 increase
 with
 an
 up;ck
 
in
 later
 growth
 rounds.
 
Tony
 Tijan,
 CEO,
 Cue
 Ball
 Group
 

hVp://www.pracGcalecommerce.com/arGcles/
69413-­‐13-­‐Notable-­‐Ecommerce-­‐IPOs-­‐for-­‐2014,
 
hVp://www.fool.de/en/2014/11/06/rocket-­‐
internet-­‐vs-­‐alibaba-­‐showdown-­‐of-­‐the-­‐e-­‐
commerce-­‐ipos-­‐of-­‐2014/
 
 
 
 
 
hVp://nvca.org/index.php?
opGon=com_content&view=arGcle&id=344&Itemi
d=103
 
 
hVps://www.cbinsights.com/blog/ecommerce-­‐
venture-­‐capital-­‐investors-­‐2014
 ,
hVp://techcrunch.com/2014/12/31/7-­‐venture-­‐
capitalists-­‐predict-­‐what-­‐will-­‐happen-­‐in-­‐2015/
 
 
 
 
 
 
 

eCommerce
 Startups
 to
 Watch
 
• 

Wish
 is
 a
 mobile
 shopping
 startup
 that
 looks
  • 
like
 Pinterest
 but
 only
 shows
 you
 what
 
 you
 
want
 to
 buy.
 
 
hVps://www.wish.com
 
 
 
• 

• 

• 

Casper
 wants
 to
 tackle
 the
 tradiGonally
 
convoluted
 process
 of
 buying
 a
 maVress
 and
 
streamline
 it
 for
 the
 web.
 
 
hVps://casper.com
 
 
 
• 
With
 Instacar
 ,
 you
 can
 order
 groceries
 
 by
 
the
 phone
 or
 online,
 and
 have
 them
 
delivered
 to
 your
 apartment
 in
 less
 
 than
 
 
an
 hour.
 
hVps://www.instacart.com
 
 


 

 
hVp://www.businessinsider.com/the-­‐16-­‐best-­‐startups-­‐that-­‐
launched-­‐in-­‐2014-­‐2014-­‐12
 
hVp://www.businessinsider.com/14-­‐startups-­‐to-­‐watch-­‐
in-­‐2015-­‐2014-­‐12
 
 
 

• 

Jet
 has
 announced
 it
 will
 offer
 shares
 of
 stock
 
to
 early
 users.
 
hVps://www.jet.com
 
 
 
Thanks
 to
 Glamsquad,
 
 you
 press
 
 a
 buVon
 
and
 a
 stylist
 will
 show
 up
 at
 your
 home.
 
hVp://www.glamsquad.com
 
 
Spring
 is
 an
 Instagram
 for
 shopping.
 
hVps://www.shopspring.com
 
 
 
Curbside
 lets
 you
 buy
 at
 brick-­‐and-­‐mortar
 
stores
 ,
 using
 
 your
 phone.
 Instead
 of
 waiGng
 
for
 delivery,
 you
 pick
 up
 your
 purchases
 from
 
the
 store
 —
 curbside
 —
 without
 ever
 having
 
to
 get
 out
 of
 your
 car.
 
hVps://www.shopcurbside.com
 
 

B2B
 Buyers
 Want
 Useful
 Services
 
 
•  Driven
 by
 their
 online
 buying
 experiences,
 B2B
 buyers
 are
 demanding
 
omnichannel
 capabiliGes
 when
 making
 work-­‐related
 purchases.
 
 
•  Nearly
 half
 (49%)
 of
 them
 prefer
 to
 make
 work-­‐related
 purchases
 on
 the
 
same
 websites
 they
 use
 for
 personal
 purchases.
 
 
–  32%
 
 begin
 their
 research
 on
 brand
 manufacturer
 sites
 
 and
 25%
 -­‐
 on
 search
 engines
 .
 

•  They
 expect
 the
 next-­‐day
 delivery
 or
 an
 esGmated
 Gme
 of
 the
 product
 
arrival.
 
•  B2B
 buyers
 want
 useful
 services
 to
 support
 their
 shopping
 journey:
 self-­‐
servicing
 accounts,
 store
 locators,
 personalized
 product
 recommendaGons
 
and
 reviews.
 
Future
 technology
 innovaGon
 will
 focus
 on
 automated
 pricing
 opGmizaGon
 
 

Building
 The
 B2B
 OmniChannel
 Commerce
 Plarorm
 Of
 The
 Future,
 Forrester,
 2014
 

In
 my
 opinion,
 regarding
 B2B
 area,
 
the
 forthcoming
 year
 will
 result
 in
 
bigger
 awareness
 and
 decisiveness
 
as
 to
 the
 investment
 in
 higher
 
quality
 technology.
 
Tomasz
 Lis,
 B2B
 eCommerce
 
Manager,
 Brand
 DistribuGon
 
 

Omnichannel
 
 
•  In
 recent
 years,
 the
 mul;channel
 concept
 
has
 morphed
 into
 omnichannel.
 
•  From
 the
 customer’s
 perspecGve,
 there
 is
 
only
 a
 single,
 technology-­‐enabled
 channel
 
that
 brings
 together
 all
 touchpoints.
 
•  8%
 of
 retail
 companies
 are
 planning
 to
 add
 
a
 Chief
 Omnichannel
 Officer
 or
 SVP,
 EVP
 or
 
Head
 of
 Omnichannel
 to
 the
 roles
 in
 the
 
next
 18
 months.
 

Omni-­‐channel
 refers
 to
 the
 prac;ce
 that
 
leads
 to
 a
 consistent
 shopping
 
experience
 across
 channels
 and
 this
 
includes
 brand
 messaging,
 promo;ons,
 
pricing,
 customer
 service,
 etc..
 
According
 to
 Google
 -­‐
 85%
 of
 online
 
shoppers
 start
 a
 purchase
 on
 one
 device
 
and
 finish
 on
 another.
 
 
Vlad
 Zachary,
 Director
 Omni-­‐Channel
 
Commerce
 at
 Upshot
 Commerce
 

What
 are
 the
 most
 
valuable
 ways
 
your
 omnichannel
 
strategies
 have
 
improved
 your
 business?
 
 

hVp://www.getelasGc.com/omnichannel-­‐vs-­‐mulGchannel-­‐and-­‐the-­‐store-­‐of-­‐the-­‐future/
 
 
Exclusive
 2014
 Surver
 Report:
 The
 Omnichannel
 Challenge:
 Strategies
 That
 Work,
 Oracle,
 2014
 

Omnichannel
 
 
£140,00
 

OMNICHANNEL AND ORDER VALUE

£126,00
 

£120,00
 
£100,00
 

£81,00
 

£83,00
 

£118,00
 
£99,00
 

£93,00
 

£80,00
 
£60,00
 
£40,00
 
£20,00
 
£0,00
 

offline
 

online
 
 

offline
 +
 research
 
during
 the
 
shopping
 
 

offline
 +
 research
 
online
 BEFORE
 
the
 shopping
 
 

online
 research
 
and
 online
 
shopping
 
 
 

ROPO
 

With
 omnichannel
 retail
 at
 American
 Eagle
 Ou`iaers
 a
 customer
 might
 bring
 their
 phone
 into
 the
 
store,
 scan
 a
 barcode
 and
 comparison
 shop
 in
 real-­‐;me.
 As
 Chief
 Digital
 Officer
 Joe
 Megibow
 
explained,
 if
 they
 decide
 to
 order,
 it’s
 up
 to
 the
 retail
 associate
 to
 recognize
 the
 online
 order
 is
 being
 
placed
 in
 the
 store,
 and
 to
 fulfill
 that
 order
 in
 person.
 
 
hap://www.forbes.com/sites/jasonbloomberg/2014/09/30/omnichannel-­‐more-­‐than-­‐a-­‐digital-­‐transforma;on-­‐buzzword/
 
 

The
 omnichannel
 opportunity.
 Unlocking
 the
 power
 of
 the
 connected
 consumer,
 DeloiVe,
 2014
 

Big
 Buying
 Days
 are
 Ge}ng
 Bigger
 
•  Cyber
 Monday,
 Black
 Friday,
 Super
 
Saturday,
 Small
 Business
 Saturday,
 Green
 
Monday,
 Singles
 Day,
 …
 
 jumping
 in
 on
 the
 
holiday
 season
 as
 early
 as
 possible
 
•  Last
 year,
 U.S.
 Cyber
 Monday
 sales
 were
 
$2.3
 billion—up
 29
 %
 from
 the
 year
 
before.
 
 
•  Cyber
 Monday
 morphed
 into
 Cyber
 Week.
 
•  About
 70%
 of
 U.S.
 eCommerce
 shipments
 
during
 the
 2014
 Christmas
 shopping
 period
 
included
 free
 shipping.
 
hVps://www.shipwire.com/w/blog/9-­‐e-­‐commerce-­‐trends-­‐2015-­‐influence-­‐buyer-­‐
experience/
 
hVp://www.bloomberg.com/news/2013-­‐11-­‐07/china-­‐singles-­‐day-­‐record-­‐seen-­‐as-­‐
bmws-­‐sell-­‐cheap-­‐online.html
 
 
 
hVp://www.pracGcalecommerce.com/arGcles/75840-­‐6-­‐Holiday-­‐Online-­‐Shopping-­‐
Trends-­‐to-­‐Watch-­‐in-­‐2014
 
 
hVp://www.pracGcalecommerce.com/arGcles/75840-­‐6-­‐Holiday-­‐Online-­‐Shopping-­‐
Trends-­‐to-­‐Watch-­‐in-­‐2014
 
 
hVp://ibmbenchmarklive.mybluemix.net/#/realGme/conversion
 
 
 
 
hVps://www.internetretailer.com/2014/12/26/online-­‐sales-­‐rise-­‐83-­‐christmas-­‐day
 
 

This
 year,
 Alibaba
 only
 took
 two
 hours
 to
 
reach
 $2
 billion
 in
 sales
 on
 Singles
 Day,
 
and
 by
 day’s
 end
 reported
 sales
 
surpassed
 $9
 billion.
 
Christmas
 Day
 ’14:
 IBM
 Benchmark
 Live
 
•  Average
 order
 value
 was
 $100.33,
 up
 
6.2%
 from
 a
 year
 earlier.
 
•  Smartphones
 accounted
 for
 40.6%
 of
 
online
 traffic
 and
 tablets
 15.9%.
 
 
•  Tablets
 accounted
 for
 18.4%
 of
 online
 
sales
 and
 smartphones
 16.3%.
 
•  Computers
 accounted
 for
 42.6%
 of
 
online
 traffic,
 and
 65.2%
 of
 online
 
sales.
 
 
 
•  Consumers
 spent
 21.4%
 more
 on
 
average
 when
 shopping
 on
 their
 
desktops.
 
•  The
 conversion
 rate
 was
 4.56%
 on
 
computers
 and
 2.15%
 on
 mobile
 
devices.
 

Flexible
 Delivery
 
•  Next-­‐day
 delivery
 and
 rapid
 in-­‐store
 pickup
 will
 rock
 in
 
2015.
 

–  Browse
 online
 and
 use
 the
 store
 as
 your
 personal
 pick-­‐up
 center.
 
 

•  Amazon
 Prime
 Now
 allows
 its
 Prime
 members
 to
 get
 
items
 delivered
 in
 just
 one
 hour
 in
 NY.
 
•  Companies
 are
 keeping
 warehouses
 closer
 than
 ever
 to
 
buying
 hubs.
 
•  Uber
 and
 Ly•
 have
 built
 a
 massive
 local
 transportaGon
 
network
 -­‐
 courier
 and
 same-­‐day
 delivery
 could
 make
 an
 
enGcing
 field
 of
 expansion.
 
•  Returns
 are
 criGcal
 to
 the
 ongoing
 user
 experience.
 The
 
next
 fronGer
 is
 free
 shipping
 on
 returns.
 
 
•  Some
 eCommerce
 startups
 will
 be
 giving
 discounts
 to
 
consumers
 in
 exchange
 for
 the
 wait
 for
 their
 products.
 
hVps://www.shipwire.com/w/blog/9-­‐e-­‐commerce-­‐trends-­‐2015-­‐influence-­‐buyer-­‐experience/
 
hVp://recode.net/2014/12/18/amazon-­‐introduces-­‐one-­‐hour-­‐delivery-­‐in-­‐new-­‐york/
 
 

Where:
 
in-­‐store
 pickup
 
post
 office
 of
 my
 choice
 
office
 
home
 
parcel
 locker
 

How
 
gi•
 wrapped
 
sprayed
 with
 perfume
 
embossed,
 
Engraved
 

When
 
 
same
 day
 
next
 day
 
deferred
 delivery
 
rerouGng
 

Own
 Brands
 
•  Amazon’s
 own
 line
 of
 diapers
 -­‐
 
 Amazon
 
Elements.
 The
 line
 of
 diapers
 and
 baby
 wipes
 
will
 only
 be
 available
 to
 customers
 who
 
belong
 to
 the
 Amazon
 Prime
 membership
 
program.
 
•  Zalando
 brand
 awareness
 in
 countries
 with
 
Zalando
 shop
 launched
 before
 2012
 is
 89%.
 
 
•  Nerlix
 is
 moving
 away
 from
 buying
 content.
 
It
 would
 rather
 draw
 addicts,
 who
 have
 just
 
one
 just-­‐for-­‐Nerlix
 show
 that
 prevents
 them
 
from
 canceling..
 

hVp://recode.net/2014/12/04/amazon-­‐unveils-­‐its-­‐own-­‐line-­‐of-­‐diapers-­‐
confirming-­‐partners-­‐biggest-­‐fears/
 
 
Zalando
 –
 Europe’s
 leading
 online
 fashion
 desGnaGon,
 Zalando
 AG,
 2014
 
hVp://iveybusinessreview.ca/cms/3198/arrested-­‐economics-­‐assessing-­‐the-­‐
business-­‐case-­‐of-­‐nerlixs-­‐original-­‐content/
 
 

Ne`lix
 is
 hedging
 against
 rising
 
content
 licensing
 costs,
 which
 are
 up
 
700%
 over
 the
 past
 two
 years.
 While
 
per-­‐show
 licenses
 will
 never
 surpass
 
the
 cost
 of
 original
 producing
 a
 series,
 
their
 increases
 will
 make
 ongoing
 
investments
 in
 House
 of
 Cards
 less
 
expensive
 on
 a
 differen;al
 basis.
 
MaVhew
 Ball
 

Shopping
 Malls
 
•  Online
 stores
 and
 websites
 are
 already
 
making
 a
 shi•
 toward
 mobile
 opGmized
 
shopping
 experience.
 
•  You
 can
 expect
 more
 businesses
 to
 focus
 
on
 creaGng
 mobile-­‐friendly
 stores
 and
 
even
 hybrid
 experiences
 in
 their
 physical
 
stores
 to
 accommodate
 mobile
 shoppers.
 
•  Wearables
 may
 just
 be
 the
 link
 between
 
eCommerce
 and
 the
 physical
 world.
 
•  Google
 Launches
 Store
 Visits
 Metric
 to
 
help
 prove
 online2offline
 impact.
 
hVp://searchengineland.com/google-­‐store-­‐visits-­‐esGmated-­‐
conversions-­‐metric-­‐adwords-­‐211254
 
 

hVp://www.addshoppers.com/blog/2015-­‐ecommerce-­‐trends-­‐what-­‐to-­‐expect
 
 
hVp://www.shopify.com/pos/touch-­‐screen
 
 

 

One
 dashboard
 to
 manage
 your
 retail
 
and
 online
 stores
 in
 Shopify
 
Mul;-­‐channel
 really
 transforms
 to
 
omni-­‐channel
 for
 all
 categories,
 if
 you
 
want
 fast
 growth.
 We
 will
 also
 see
 
smart
 players
 combining
 online
 and
 
offline
 in
 innova;ve
 ways
 -­‐
 think
 events,
 
popups,
 physical
 retail
 and
 new
 delivery
 
op;ons.
 
Dylan
 Fuller,
 Head
 of
 Ecommerce,
 Ales
 
by
 Mail
 

Mobile
 Traffic
 will
 ConGnue
 to
 Rise
 
•  The
 world
 is
 moving
 quickly
 to
 3G
 and
 4G
 networks.
 
 
•  Mobile
 users
 watch
 a
 lot
 of
 video.
 
 
•  Global
 mobile
 transacGons
 are
 averaging
 42%
 annual
 
growth
 in
 volume
 and
 value
 between
 2011
 and
 2016.
 
•  Asia-­‐Pacific
 is
 leading
 the
 world
 in
 terms
 of
 mobile
 
users’
 enthusiasm
 for
 shopping
 via
 mobile
 device.
 

For
 several
 years,
 keeps
 repea;ng
 that
 next
 year
 will
 be
 the
 year
 of
 
mobile,
 but
 it
 is
 at
 the
 end
 of
 2014,
 in
 the
 US
 the
 ;me
 spent
 on
 mobile
 
outgrown
 the
 ;me
 spent
 in
 front
 of
 the
 TV.
 Is
 ecommerce
 prepared
 for
 it?
 
Karol
 Pokojowczyk,
 Founder,
 CEO,
 Colibri.io
 

hVp://www.forbes.com/sites/connieguglielmo/2014/02/05/mobile-­‐traffic-­‐will-­‐conGnue-­‐to-­‐rise-­‐
rise-­‐rise-­‐as-­‐smart-­‐devices-­‐take-­‐over-­‐the-­‐world/
 
 
hVp://etc-­‐digital.org/digital-­‐trends/ecommerce/mobile-­‐commerce/
 
 

 

Each
 day
 you
 see
 a
 curated
 
selecGon
 of
 items.
 Swipe
 
right
 to
 save
 an
 item,
 swipe
 
le•
 to
 skip
 it.
 
hVps://www.getstrut.co/
 
 

Mobile
 Commerce
 
• 
• 
• 

• 

• 
• 
• 

In
 the
 past
 four
 years,
 the
 mobile
 eCommerce
 
market
 in
 US
 has
 grown
 by
 19%.
 
36.9%
 of
 visits
 to
 online
 stores
 have
 come
 
from
 mobile
 devices.
 
Over
 the
 last
 two
 years,
 iPhone’s
 share
 of
 
eCommerce
 orders
 has
 gone
 down
 from
 
75.1%
 in
 2012
 to
 53.6%
 in
 as
 of
 March
 2014.
 
 
Samsung
 have
 more
 than
 quadrupled
 their
 
share
 of
 phone
 orders
 -­‐
 
 from
 6.9%
 in
 2012
 to
 
30.5%
 in
 2014.
 
iPad
 sGll
 accounts
 for
 the
 biggest
 share
 of
 
tablet
 eCommerce
 orders.
 
Purchases
 made
 on
 Amazon
 Kindle
 Fire
 are
 
now
 accounGng
 for
 4.5%
 of
 all
 tablet
 orders.
 
 
In
 2014
 email
 markeGng
 generated
 26.7%
 of
 
sales
 on
 mobile
 phones,
 compared
 to
 only
 
20.9%
 on
 desktop,
 and
 23.1%
 on
 tablet.
 

Looking
 at
 data
 from
 over
 100,000
 
ecommerce
 stores
 that
 use
 the
 Shopify
 
pla`orm,
 we
 saw
 50.3%
 of
 traffic
 
coming
 from
 mobile
 (40.3%
 from
 mobile
 
phones,
 10%
 from
 tablets)
 and
 just
 
49.7%
 from
 computers.
 
Tobi
 Lütke
 
Founder,
 CEO,
 Shopify
 
People
 are
 actually
 buy
 on
 mobile
 now.
 
Compared
 to
 last
 year,
 when
 most
 
transac;ons
 were
 started
 on
 mobile
 and
 
were
 either
 abandoned
 or
 completed
 on
 
desktop.
 
Murry
 Ivanoff,
 CEO
 of
 Metrilo,
 
metrilo.com
 
hVp://blog.custora.com/2014/07/custora-­‐pulse-­‐
mobile-­‐report/
 
 

Wearables
 
 
•  Businesses
 will
 be
 able
 to
 
rapidly
 update
 consumers
 on
 
price
 changes,
 promoGons,
 
etc.,
 while
 marketers
 will
 have
 
a
 whole
 new
 method
 of
 
catching
 their
 aVenGon,
 a
 way
 
that
 only
 stops
 when
 a
 person
 
is
 asleep.
 
 
•  Wearable
 tech
 is
 on
 the
 rise.
 

Most
 importantly
 we’ve
 seen
 mobile
 payments
 via
 
NFC
 or
 Apple
 Pay
 become
 a
 reality,
 changing
 the
 
func;on
 of
 mobile
 devices
 forever.
 
 
Sarah
 Watson,
 Group
 Mobile
 Manager,
 Net-­‐A-­‐Porter
 
Group
 

–  Cisco
 esGmates
 that
 there
 were
 
21.7
 million
 wearable
 devices
 in
 
2013.
 
 
In
 five
 years,
 that
 number
 is
 
expected
 to
 rise
 to
 176.9
 million
 
devices
 
hVp://www.addshoppers.com/blog/2015-­‐ecommerce-­‐
trends-­‐what-­‐to-­‐expect
 
hVp://www.cisco.com/c/en/us/soluGons/service-­‐provider/
visual-­‐networking-­‐index-­‐vni/index.html
 
 
hVps://econsultancy.com/blog/65911-­‐mobile-­‐markeGng-­‐
commerce-­‐trends-­‐from-­‐2014-­‐into-­‐2015/
 
 

 

Then
 come
 2016
 expect
 a
 v2.0
 Apple
 Watch
 that
 blows
 
us
 all
 away...
 maybe
 with
 100%
 accurate
 voice
 
recogni;on.
 
MaV
 Hobbs,
 Just
 Eat
 

e-­‐Commerce
 Design
 Trends
 
•  In
 2015
 responsive,
 
 mobile-­‐friendly
 
 
eCommerce
 websites
 will
 stop
 being
 
 a
 
compeGGve
 advantage
 and
 start
 to
 become
 a
 
necessity
 for
 doing
 business
 online.
 
 
•  Web
 design
 trends:
 
1.  data
 science
 
2.  hidden
 menus
 (someGmes
 called
 hamburger
 menus)
 
•  People
 don’t
 yet
 understand
 what
 the
 hamburger
 menu
 
icon
 means.
 

3. 
4. 
5. 
6. 
7. 
8. 

responsive
 design
 for
 large
 screens
 
flexible
 and
 large
 typography
 
large
 photography
 
video
 content
 and
 backgrounds
 
slippy
 UX
 
material
 design
 by
 Google
 
hVp://www.google.com/design/spec/material-­‐
design/introducGon.html
 
 
 
 

hVp://www.pracGcalecommerce.com/arGcles/77729-­‐6-­‐Ecommerce-­‐Design-­‐Trends-­‐for-­‐2015
 
 
hVp://uxmag.com/arGcles/the-­‐top-­‐ux-­‐predicGons-­‐for-­‐2015
 
 

hVp://www.reserved.com/de/en/
 
 

Social
 Media
 
• 
• 

• 

• 
• 

Social
 commerce
 is
 evolving
 to
 meet
 
companies’
 needs.
 
TwiVer
 joins
 other
 companies
 like
 Facebook
 in
 
trying
 to
 prove
 that
 social
 commerce
 is
 
working.
 
Facebook
 dominates
 as
 a
 source
 of
 social
 
traffic
 and
 sales
 -­‐
 average
 of
 85%
 of
 all
 
eCommerce
 orders
 from
 social
 media
 come
 
from
 Facebook.
 
Community
 style
 sites
 like
 Polyvore,
 Instagram
 
can
 generate
 high
 average
 order
 value.
 
Facebook
 has
 the
 highest
 conversion
 rate
 for
 
all
 social
 media
 ecommerce
 traffic
 at
 
1.85%Social
 commerce
 workarounds
 like
 
hVp://liketoknow.it/
 and
 
hVp://www.curalate.com/soluGons/like2buy/
 
 

hVp://www.entrepreneur.com/arGcle/237684
 
 
hVp://www.shopify.com/infographics/social-­‐commerce
 
 

In
 2014,
 only
 a
 handful
 of
 e-­‐commerce
 
businesses
 interacted
 with
 all
 their
 
customers
 online,
 regardless
 of
 the
 
channel.
 I
 believe
 2015
 will
 bring
 a
 
breakthrough
 in
 social
 customer
 
support.
 More
 and
 more
 companies
 
invest
 in
 monitoring.
 Huge
 contact
 
center
 companies
 crea;ng
 social
 media
 
divisions.
 Moreover,
 2015
 will
 bring
 a
 
concrete
 data
 -­‐
 case
 studies,
 reports
 -­‐
 to
 
prove
 how
 valuable
 engaging
 your
 
customers
 online
 really
 is.
 
Michal
 Sadowski,
 CEO,
 Brand24
 
 
Wow
 the
 customer
 or
 die!
 
And
 next
 will
 be
 the
 shopping
 
func;onali;es
 in
 the
 social
 realm
 
(Facebook’s
 &
 Twiaer’s
 “buy”
 buaons
 &
 
Curalate’s
 Like2Buy
 pla`orm
 for
 
Instagram)
 tell
 me
 that
 social
 is
 going
 to
 
get
 a
 whole
 lot
 more
 shoppable
 in
 2015.
 
 
Karol
 Pokojowczyk,
 CEO,
 Colibri.io
 

eMarkeGng
 
• 

Content
 MarkeGng
 growing
 bigger
 than
 ever:
 
–  It
 already
 is
 necessary
 for
 companies
 to
 adapt
 content
 
for
 mobile
 users.
 

• 
• 
• 
• 
• 

Video
 will
 sGll
 be
 growing
 
 in
 popularity.
 
The
 length
 and
 value
 of
 the
 content
 will
 be
 
more
 essenGal
 than
 ever
 for
 effecGve
 SEO
 .
 
Mobile-­‐First
 MarkeGng
 
ProgrammaGc
 Ad
 Buying
 
By
 2018,
 50%
 of
 online
 display
 adverGsements
 
in
 America
 will
 be
 bought
 this
 way.Marketers
 
will
 try
 new
 cu}ng-­‐edge
 digital
 markeGng
 tools,
 
 
–  Some
 inspiraGon:
 
hVp://www.smarGnsights.com/managing-­‐digital-­‐
markeGng/markeGng-­‐innovaGon/digital-­‐markeGng-­‐
trends-­‐2015/
 
 

hVp://www.russellsgroup.com/internet-­‐markeGng-­‐resources/top-­‐markeGng-­‐
trends-­‐2015.html
 ,
 Mobile
 AdverGsing
 Trends
 Report,
 FunMobility,
 2014
 
hVp://www.clickz.com/clickz/column/2386192/10-­‐digital-­‐markeGng-­‐trends-­‐
for-­‐2015
 ,
hVp://www.economist.com/news/special-­‐report/21615872-­‐rise-­‐electronic-­‐
marketplace-­‐online-­‐ads-­‐reshaping-­‐media-­‐business-­‐buy
 
 

As
 we
 are
 reaching
 the
 edges
 of
 where
 
we
 can
 go
 with
 brand
 SEO,
 PPC
 and
 
Affiliate
 Marke;ng,
 we
 are
 looking
 for
 
more
 ways
 to
 win
 business.
 
 2015
 will
 be
 
all
 about
 local
 search
 and
 employing
 
Google+
 to
 win
 at
 a
 local
 search
 level.
 
Nigel
 Apperley,
 Head
 of
 E-­‐Commerce
 
for
 Kwik
 Fit,
 UK,
 chain
 of
 800
 garages
 
In
 the
 future,
 all
 adver;sing
 on
 social
 
media
 will
 be
 na;ve
 instream
 ads.
 The
 
right
 rail
 and
 banners
 will
 disappear
 
altogether.
 
Jan
 Rezab,
 CEO
 of
 Socialbakers
 
It
 is
 not
 about
 finding
 a
 hole
 in
 Google’s
 
algorithm
 ,
 but
 offering
 true
 content
 
that
 benefits
 the
 community.
 
 
Richard
 Mancuso,
 CEO,
 Unify
 One
 

Driving
 Loyalty
 
•  One
 of
 the
 big
 challenges
 in
 retail
 is
 
turning
 a
 one-­‐Gme
 shopper
 into
 a
 loyal
 
customer.
 
 
•  6
 million
 people
 use
 Shopkick,
 which
 
makes
 it
 the
 most-­‐used
 shopping
 app.
 
–  Users
 get
 points
 (called
 kicks)
 for
 entering
 a
 
store
 and
 further
 kicks
 for
 scanning
 items
 and
 
purchasing.
 
 

•  Retailers
 have
 to
 be
 more
 innovaGve
 in
 
implemenGng
 their
 loyalty
 efforts:
 
–  early
 access
 to
 products
 or
 services,
 
–  unexpected
 rewards,
 
–  tailored
 perks.
 
hVp://www.inc.com/rebecca-­‐borison/top-­‐trends-­‐in-­‐ecommerce-­‐for-­‐new-­‐
year.html
 
 
hVps://econsultancy.com/blog/64185-­‐the-­‐five-­‐most-­‐interesGng-­‐mobile-­‐
loyalty-­‐apps#i.vozbhlf4mf3iV
 
 
hVps://www.linkedin.com/pulse/20140821180819-­‐81464881-­‐3-­‐loyalty-­‐
program-­‐add-­‐ons-­‐that-­‐delight-­‐and-­‐win-­‐over-­‐customers
 

 

 

Buyers
 of
 b2c
 will
 always
 want
 lower
 
prices.
 The
 same
 is
 not
 true
 with
 b2b
 
where
 you
 are
 selling
 to
 someone
 who
 is
 
spending
 someone
 else’s
 money.
 
 
 In
 this
 
case,
 
 it’s
 about
 making
 their
 personal
 
experience
 beaer.
 
 If
 a
 buyer
 is
 going
 to
 
personally
 receive
 an
 iPad
 aqer
 
spending
 $5000
 of
 the
 their
 employers
 
money,
 they
 won’t
 mind
 paying
 10-­‐15%
 
higher
 on
 prices.
 
 They
 can
 even
 jus;fy
 
this
 price
 increase
 if
 we
 are
 saving
 them
 
;me
 during
 the
 purchase
 process.
 
 We
 
plan
 to
 put
 a
 blog
 out
 on
 rewards
 in
 the
 
new
 year.
 
Richard
 Mancuso,
 CEO,
 Unify
 One
 
For
 commodi;es
 with
 easy
 distribu;on,
 
which
 can
 be
 easily
 compared
 with
 each
 
other
 and
 without
 the
 need
 for
 physical
 
connec;on,
 the
 transparency
 will
 create
 
a
 “winner
 takes
 it
 all’
 situa;on.
 
 
Torkel
 Hallander,
 CEO,
 BytHjul.com
 

Digital
 Content
 
•  Music:
 The
 digital
 now
 accounts
 for
 39%
 of
 total
 industry
 global
 revenues,
 
and
 in
 three
 of
 the
 world’s
 top
 10
 markets,
 digital
 channels
 account
 for
 the
 
majority
 of
 revenues.
 
–  Music
 subscripGon
 services
 including
 SpoGfy
 and
 Deezer
 have
 broken
 through
 the
 $1bn
 
sales
 barrier
 worldwide.
 

•  News:
 The
 growing
 range
 of
 business
 models
 in
 digital
 news
 suggests
 the
 
industry
 will
 be
 much
 more
 segmented
 now
 than
 previously.
 
 
•  Games:
 Free2Play
 model
 will
 remain
 popular
 in
 2015
 and
 beyond:
 
–  PlayStaGon
 4
 and
 Microso•’s
 Xbox
 One
 will
 offer
 more
 F2P
 opGons
 than
 before.
 
–  Revenue
 from
 mobile
 gaming
 is
 likely
 to
 surpass
 console
 gaming
 in
 2015.
 

•  VOD
 -­‐
 TechNavio's
 analysts
 forecast
 the
 Global
 Video
 on
 Demand
 market
 to
 
grow
 at
 a
 CAGR
 of
 16.8%
 over
 the
 period
 2011-­‐2015.
 
•  E-­‐books
 -­‐
 real
 progress
 for
 authors:
 
–  Self-­‐published
 authors
 are
 now
 earning
 nearly
 40%
 of
 all
 e-­‐book
 royalGes
 on
 the
 Kindle
 
store.
 
hVp://www.digitalnewsreport.org/essays/2014/new-­‐approaches-­‐to-­‐paid-­‐digital-­‐content/
 
IFPI
 Digital
 Music
 Report
 2014,
 hVp://www.theguardian.com/books/2014/jul/18/report-­‐self-­‐publishing-­‐surging-­‐ebook-­‐market-­‐amazon
 
 
hVp://www.internap.com/2014/12/01/top-­‐five-­‐online-­‐gaming-­‐industry-­‐trends-­‐2015/
 
 

Payments
 
•  About
 15%
 of
 purchases
 
 in
 Starbucks
 U.S.
 
happen
 via
 mobile
 apps.
 
 
 
•  Apple
 equips
 iPhone
 6
 
 with
 an
 e-­‐wallet
 
called
 Apple
 Pay.
 
•  eBay
 suddenly
 
 resolves
 to
 spin
 off
 PayPal
 in
 
2015.
 
•  Companies
 like
 LendUp,
 Kreditech,
 and
 
Zestcash
 are
 working
 on
 models
 to
 assess
 
creditworthiness
 with
 new
 criteria,
 e.g.
 
behavior
 on
 social
 media.
 
•  Crowdfunding
 sites
 have
 proven
 remarkably
 
good
 at
 aVracGng
 reliable
 borrowers.
 
•  Digital
 currencies
 such
 as
 Bitcoin
 will
 
conGnue
 to
 gain
 tracGon
 next
 year.
 
hVp://www.strategyand.pwc.com/perspecGves/2015-­‐payments-­‐trends
 
hVp://www.mobilepaymentsworld.com/mobile-­‐payment-­‐trends-­‐2015/
 
 
 

The
 baale
 for
 consumer
 digital
 IDs
 
and
 informa;on
 will
 accelerate
 in
 
2015.
 This
 is
 a
 key
 underlying
 trend
 
which
 drives
 interest
 in
 mobile
 
payment
 systems
 
Christophe
 Uzureau,
 Analyst,
 Gartner
 

Security
 
•  InformaGon
 security
 was
 one
 of
 the
 biggest
 
stories
 of
 2014.
 
 

–  Kmart
 ,
 JPMorgan,
 Snapchat,
 Apple
 iCloud,
 Sony,
 Xbox,
 …
 

•  54%
 of
 the
 aVacks
 targeted
 eCommerce
 systems.
 
 
–  Point-­‐of-­‐sale
 (POS)
 aVacks
 come
 next,
 making
 up
 33%.
 
•  Experts
 believe
 that
 these
 two
 types
 of
 breaches
 
will
 dominate
 the
 landscape
 in
 the
 upcoming
 
years.
 
 
•  Java,
 Adobe
 Flash,
 Adobe
 Reader
 and
 other
 third-­‐
party
 applicaGons
 accounted
 for
 85
 %
 of
 the
 
exploits
 used
 in
 the
 cyberaVacks
 last
 year.
 
•  Many
 organizaGons
 are
 sGll
 incapable
 of
 
detecGng
 data
 breaches
 themselves.
 According
 to
 
Trustwave’s
 report,
 71%
 of
 vicGms
 have
 been
 
noGfied
 by
 others.
 
 

15
 Ways
 to
 Protect
 Your
 
Ecommerce
 Site
 From
 Hacking
 
and
 Fraud
 
hap://www.cio.com/ar;cle/
2384809/e-­‐commerce/15-­‐
ways-­‐to-­‐protect-­‐your-­‐
ecommerce-­‐site-­‐from-­‐hacking-­‐
and-­‐fraud.html
 
 

hVp://mashable.com/2014/12/30/
infosec-­‐2014-­‐hacking/?
utm_campaign=Mash-­‐Prod-­‐RSS-­‐
Feedburner-­‐All-­‐ParGal&utm_cid=Mash-­‐
Prod-­‐RSS-­‐Feedburner-­‐All-­‐ParGal
 
 
hVp://www.securityweek.com/
most-­‐2013-­‐data-­‐breaches-­‐affected-­‐e-­‐
commerce-­‐and-­‐pos-­‐systems-­‐trustwave
 
 

eCommerce
 Plarorms
 
•  Alexa
 1
 million
 top
 sites
 survey
 
unveiled
 leadership
 of
 Magento
 
among
 world
 top
 
 
eCommerce
 plarorms.
 
•  Most
 of
 the
 Top
 100
 Online
 
Retailers
 use
 in-­‐house-­‐built
 
eCommerce
 plarorms.
 
–  Oracle
 ATG
 Commerce
 was
 chosen
 by
 
25
 companies
 from
 the
 top
 100
 
eRetailers.
 
–  IBM
 WebSphere
 was
 chosen
 by
 20
 
companies
 from
 the
 top
 100
 
eRetailers.
 
–  Other
 eCommerce
 plarorms
 used
 by
 
online
 retailers
 as
 the
 top
 100
 
include:
 eBay
 Enterprise,
 Fry/MICROS,
 
RedPrairie/JDA,
 Hybris/SAP,
 
Demandware,
 Intershop,
 Digital
 River.
 
hVp://blog.aheadworks.com/2014/10/e-­‐commerce-­‐plarorms-­‐share-­‐invesGgaGon-­‐october-­‐2014/
 
hVps://www.sparkred.com/blog/2014-­‐leading-­‐ecommerce-­‐plarorms-­‐for-­‐the-­‐top-­‐100-­‐online-­‐retailers-­‐
america/
 
 
 

Other
 Trends
 to
 Watch
 
 
•  Beacon
 technology
 –
 sGll
 waiGng
 for
 the
 killer
 app,
 
•  Speech
 recogniGon
 –
 Amazon
 Echo,
 
•  Machine
 learning
 services
 /
 deep
 learning
 –
 Google
 
Brain,
 
•  3D
 prinGng
 –
 new
 materials
 and
 business
 models
 –
 
possibly
 the
 fastest
 growing
 area
 of
 the
 IT
 sector,
 
•  New
 business
 models
 -­‐
 e.g.
 Pay
 What
 is
 Fair
 model,
 

 
We’re
 making
 a
 big
 bet
 on
 the
 fact
 that
 most
 people
 out
 there
 

 are
 trustworthy,
 good,
 honest
 people,
 and
 those
 are
 the
 kinds
 of
 

 customers
 we
 want.
 -­‐
 Andrei
 Cherny,
 CEO,
 AspiraGon
 

 
•  New
 customer
 acquisiGon
 models
 –
 e.g.
 Personal
 
Buying
 Assistants
 (app
 Fetch).
 

hVp://www.wired.com/2014/11/andrei-­‐cherny-­‐aspiraGon/
 
 

About
 Divante
 
• 

• 

• 

Started
 in
 2008,
 we
 are
 a
 rapidly
 
developing
 
 
eCommerce
 Agency
 
 based
 in
 Wroclaw,
 
 
Poland.
 
To
 ensure
 high
 quality
 with
 flexible
 
approach
 to
 business
 requirements,
 we
 
work
 using
 SCRUM
 methodology.
 
We
 are
 a
 full-­‐service
 eCommerce
 
Agency
 backed
 up
 by:
 
–  Magento,
 hybris,
 CRM,
 CMS,
 PIM
 
–  more
 than
 150
 employees
 
–  more
 than
 80
 developers
 (PHP,
 .NET,
 RoR,
 
iOS,
 Android)
 
–  6
 Magento
 CerGfied
 Developers
 
–  10
 project
 managers
 
–  12
 UX
 designers
 

• 

 

Case
 studies:
 
 
hVp://divante.co/porrolio/
 
 

THANK
 YOU!
 


 
HTTP://DIVANTE.CO/BLOG
 

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