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eCommerce Trends from 2014 to 2015 1

e-Commerce Trends from 2014 to 2015

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Page 1: e-Commerce Trends from 2014 to 2015

e-­‐Commerce  Trends    from  2014  to  2015  

1

Page 2: e-Commerce Trends from 2014 to 2015

         

Quick  Wins  

Game  Changers  

Worth  considering!  

E-­‐Commerce  Trends  for  2015  

• Cross-­‐border  B2C  

• Mobile  

• Automated  Pricing  OpGmizaGon    

• Omnichannel  

• Big  Buying  Days    

• Free  Shipping  

 • New  Customer  AquisiGon  Models    

maturity  /  roi  

potenG

al  im

pact  on  market  

• Next-­‐day  delivery    •  In-­‐store  Pickup  

• Free  Returns  

• Own  Brands  

• Wearables  

• Social  Commerce  

• Content  MarkeGng  

• Mobile-­‐First  MarkeGng  

• ProgrammaGc  Ad  Buying  and  MarkeGng  Auto  

• Digital  Content  

• mPayments  

• Bitcoin  

• Security  

• Magento  • hybris  

• Beacon  Technology  

• Machine-­‐learning  Services    

• 3D  prinGng    

• New  Business  Models    

Page 3: e-Commerce Trends from 2014 to 2015

B2C  eCommerce  Sales  Worldwide  

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

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  

Page 4: e-Commerce Trends from 2014 to 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    

Page 5: e-Commerce Trends from 2014 to 2015

The  World's  Leading  eCommerce  Companies  

1.  Amazon    2.  JD.com  3.  Wal-­‐Mart  4.  eBay  5.  OVo  Group  6.  Alibaba  (excluding  wholesale)  7.  Groupe  Casino  (Cnova)  8.  Tesco  9.  Rakuten  10.  Best  Buy  

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    

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.  

Page 6: e-Commerce Trends from 2014 to 2015

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&Itemid=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/              

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)  

Capital  Market  

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  

Page 7: e-Commerce Trends from 2014 to 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    

   

•  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    

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      

Page 8: e-Commerce Trends from 2014 to 2015

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.  

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    

Future  technology  innovaGon  will  focus  on  automated  pricing  opGmizaGon    

Page 9: e-Commerce Trends from 2014 to 2015

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.  

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  

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?    

Page 10: e-Commerce Trends from 2014 to 2015

Omnichannel    

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/    

£81,00   £83,00  £93,00  

£126,00  

£99,00  

£118,00  

£0,00  

£20,00  

£40,00  

£60,00  

£80,00  

£100,00  

£120,00  

£140,00  

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

online  research  and  online  shopping      

offline   online     offline  +  research  during  the  shopping    

offline  +  research  online  BEFORE  the  shopping    

ROPO  

OMNICHANNEL AND ORDER VALUE

Page 11: e-Commerce Trends from 2014 to 2015

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.  

Page 12: e-Commerce Trends from 2014 to 2015

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  

Page 13: e-Commerce Trends from 2014 to 2015

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  

Page 14: e-Commerce Trends from 2014 to 2015

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  

Page 15: e-Commerce Trends from 2014 to 2015

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.  

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/    

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  

Page 16: e-Commerce Trends from 2014 to 2015

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.  

hVp://blog.custora.com/2014/07/custora-­‐pulse-­‐mobile-­‐report/    

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  

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  

Page 17: e-Commerce Trends from 2014 to 2015

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.  –  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  

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  

Page 18: e-Commerce Trends from 2014 to 2015

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.  responsive  design  for  large  screens  4.  flexible  and  large  typography  5.  large  photography  6.  video  content  and  backgrounds  7.  slippy  UX  8.  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/    

Page 19: e-Commerce Trends from 2014 to 2015

Social  Media  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  

•  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    

Page 20: e-Commerce Trends from 2014 to 2015

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/    

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  

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    

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  

Page 21: e-Commerce Trends from 2014 to 2015

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  

Page 22: e-Commerce Trends from 2014 to 2015

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/    

Page 23: e-Commerce Trends from 2014 to 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  

Page 24: e-Commerce Trends from 2014 to 2015

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.    

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    

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    

Page 25: e-Commerce Trends from 2014 to 2015

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/      

Page 26: e-Commerce Trends from 2014 to 2015

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,  

       

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

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  

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

Page 27: e-Commerce Trends from 2014 to 2015

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/    

 

Page 28: e-Commerce Trends from 2014 to 2015

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