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Conversion in the moment of buying- don’t disappoint your customer
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Conversion in the moment of buying
- don’t disappoint your customer
DIBS E-Commerce Survey 2011
• The purpose of The DIBS E-Commerce Survey is to give
a comprehensive overview of e-commerce in all
industries
• The survey covers Sweden, Denmark, Norway, Finland,
UK, Germany, France, Poland and Spain
• Interviews with over 9,000 Internet users and 333 online
retailers in the third quarter of 2011 by research agency
YouGov
• The study used Europe * for the sum of Finland, Great
Britain, Germany, France, Poland and Spain
SLIDE 2
Massive Market A growth opportunity for merchants
E-shoppers
77%
84%
86%
96%
95%
90%
85%
94%
92%
82%
90%
87%
94%
94%
89%
92%
95%
94%
0% 20% 40% 60% 80% 100% 120%
Spain
Poland
France
Germany
UK
Finland
Norway
Denmark
Sweden
Male Female
SLIDE 4
Average number of purchases (six month)
4,3
5,0
5,6
7,6
10,5
5,6
6,4
6,1
6,3
4,8
5,9
6,0
7,7
11,7
6,1
7,6
7,5
6,9
0 5 10 15
Spain
Poland
France
Germany
UK
Finland
Norway
Denmark
Sweden
Male Female
SLIDE 5
The Brits are
the most keen
on e-shopping
Average consumption
429
293
569
618
813
752
952
717
693
443
487
554
618
594
987
763
600
0 200 400 600 800 1000 1200
Spain
Poland
France
Germany
UK
Finland
Norway
Denmark
Sweden
2010 2011
SLIDE 6
Norwegians are
the top online
consumers
Euro
Total market per industry
26
28
24
54
13
17
12
21
18
0 10 20 30 40 50 60
Electronics
Household consumables
Home non consumables
Travel
Media
Clothes
Personal care
Services
Other
SLIDE 7
The online trave
market is a
massive 54 billion
euros
Billion euro
E-commerce is a safe place to sell
89%
98%
92%
93%
80% 85% 90% 95% 100%
Europe*
Norway
Denmark
Sweden
SLIDE 8
E-stores see
e-commerce
as a safe channel
Structural drivers Optimism for growth
Optimism for further growth, consumers
72%
65%
63%
79%
79%
89%
79%
82%
86%
68%
61%
76%
73%
87%
84%
85%
91%
0% 20% 40% 60% 80% 100%
Spain
Poland
France
Germany
UK
Finland
Norway
Denmark
Sweden
Same or more 2010 Same or more 2011
SLIDE 10
Growing optimism
in the largest
markets
Drivers of e-commerce, consumers
69%
61%
60%
59%
44%
4%
0% 20% 40% 60% 80%
Saves time/it's easy
Lower prices
Always open
To compare products and
prices
Larger product range
Other reason
SLIDE 11
Optimism for further growth, e-stores
67%
80%
63%
72%
16%
9%
12%
9%
9%
4%
7%
15%
0% 20% 40% 60% 80% 100%
Europe*
Norway
Denmark
Sweden
Less2 Same More
SLIDE 12
Commerce is going mobile The young are leading the way
E-stores offering mobile commerce
70%
21%
4% 4%
2% No
No, but we will soon
Yes, via own mobile site Yes, via apps
Yes, through other solutions
SLIDE 14
21% of the stores are about to
launch m-commerce
M-consumers
18%
16%
11%
7%
5%
3%
0%
5%
10%
15%
20%
15-24 25-34 35-44 45-54 55-64 65-74
SLIDE 15
M-commerce is
reaching out to
younger crowds
Years old
How m-consumers paid for the service or product
0% 20% 40% 60% 80% 100%
Spain
Poland
France
Germany
UK
Finland
Norway
Denmark
Sweden
By SMS By mobile bill By card By invoice
SLIDE 16
SMS is so far the
most used form
of payment
What they bought with their phone
16%
9%
14%
16%
25%
10%
6%
17%
18%
0% 5% 10% 15% 20% 25% 30%
Electronics
Household consumables
Home non-consumables
Travel
Media/ Entertainm…
Clothes and shoes
Personal care
Services
Other
SLIDE 17
M-commerce is
especially
success-ful for
services to be
consumed ”on the
go
Why they have not done m-commerce
59%
30%
14%
9%
5%
4%
15%
0% 20% 40% 60% 80%
Cannot see the need
Don´t feel safe
Too complicated
Want to see product
Not receive product
Need help
Other
SLIDE 18
Perceived need
is the key
Expectations for m-commerce, stores
29%
23%
27%
31%
29%
28%
26%
26%
0%
1%
2%
1%
0% 10% 20% 30% 40%
Europe*
Norway
Denmark
Sweden
Less Same More
SLIDE 19
M-stores in all
countries are
overwhelmingly
optimistic about
growth in m-
commerce
Perceived obstacles for m-commerce, stores
31%
26%
15%
12%
9%
3%
10%
16%
0% 10% 20% 30% 40%
No customers demand yet
Lack of Knowledge
Products not suitable
Lack of financial …
Lack of efficient platform
No trust in payment
Other
None
SLIDE 20
Two thirds of the
stores do not say
that there is no
customer demand
Commerce is going mobile Denmark
M-consumers per age group in Denmark
27% 26%
19%
11%
4%
7%
0%
10%
20%
30%
15-24 25-34 35-44 45-54 55-64 65-74
SLIDE 22
Over a quarter of
Danes below the age
of 34 are m-shopping
Years old
What Danish mobile consumers buy with their
phone
7%
1%
3%
34%
18%
3%
0%
28%
20%
0% 10% 20% 30% 40%
Electronics
Household consumables
Home non consumables
Travel
Media
Clothes
Personal care
Services
Other
SLIDE 23
Travel is a large
part of the m-
commerce market
Mobile payment methods consumers used in
Denmark
45%
25%
25%
5%
SMS
Mobile phone bill
Card
Invoice
SLIDE 24
In Denmark, 58% of
m-consumers have paid via SMS
How to pay Finding the right payment methods across Europe
Preferred payment method - Consumer
42%
9%
17%
7%
1%
18%
1%
3%
0% 10% 20% 30% 40% 50%
Card
Direct via Internet bank
Invoice
Cash on delivery
Mobile telephone
Micropayment services
Instalment/ financing
Other method
SLIDE 26
Card is the most
popular method,
but not in every
country
How to choose payment method
53%
52%
12%
11%
7%
3%
6%
3%
0% 10% 20% 30% 40% 50% 60%
Safest
Easiest
Billed later
Cheapest
Only method available
Possibility to finance
I get bonus points
Other
SLIDE 27
Safe and easy,
that’s the triggers
Reason for abandoning a purchase
32%
30%
25%
22%
20%
19%
17%
4%
15%
0% 10% 20% 30% 40%
Uncertain conditions
Not preferred payment
Lack of confidence
Technical problems
Insufficient information
Registration process
Payment process
No in-store delivery
Other
SLIDE 28
30% of the
consumers have
abandoned a
purchase due to
lack of payment
alternative
How to pay? Scandinavia
Preferred payment methods in Denmark
87%
4%
3% 2% 0% 3% 0% 0%
Card
Direct via Internet bank
Invoice
Cash on delivery
Mobile telephone
Micropayment services
Instalment/financing
Other method
SLIDE 30
The Dankort dominates the
market
Preferred payment methods in Sweden
42%
24%
24%
2% 0% 4% 1% 1%
Card
Direct via Internet bank
Invoice
Cash on delivery
Mobile telephone
Micropayment services
Instalment/financing
Other method
SLIDE 31
Three main alternative
methods
Payment methods preferred in Norway
65%
9%
10%
3%
0%
10% 1% 0%
Card
Direct via Internet bank
Invoice
Cash on delivery
Mobile telephone
Micropayment services
Instalment/financing
Other method
SLIDE 32
Card has the strongest appeal
Preferred payment methods in Finland
28%
41%
17%
3%
0% 6%
3% 0% Card
Direct via Internet bank
Invoice
Cash on delivery
Mobile telephone
Micropayment services
Instalment/financing
Other method
SLIDE 33
Internet transfer is big
How to pay? Selected contries
Preferred payment methods in UK
71%
4%
1%
1%
0%
19%
1% 1% Card
Direct via Internet bank
Invoice
Cash on delivery
Mobile telephone
Micropayment services
Instalment/financing
Other method
SLIDE 35
People pay with the plastics
Preferred payment methods in Germany
9%
5%
50%
4%
1%
24%
1% 6% Card
Direct via Internet bank
Invoice
Cash on delivery
Mobile telephone
Micropayment services
Instalment/financing
Other method
SLIDE 36
Cards dominate, with
micropayments being very
popular
Preferred payment methods in France
65% 4%
3%
2%
1%
17%
3% 3%
Card
Direct via Internet bank
Invoice
Cash on delivery
Mobile telephone
Micropayment services
Instalment/financing
Other method
SLIDE 37
Cards and micropayments
Preferred payment methods in Poland
9%
42%
3%
33%
2%
4% 2% 3%
Card
Direct via Internet bank
Invoice
Cash on delivery
Mobile telephone
Micropayment services
Instalment/financing
Other method
SLIDE 38
Cash on delivery is more
popular than elsewhere
Cross border opportunities
E-consumers who shopped abroad
32%
12%
20%
14%
16%
42%
49%
47%
31%
32%
0%
25%
15%
19%
43%
53%
51%
33%
0% 10% 20% 30% 40% 50% 60%
Spain
Poland
France
Germany
UK
Finland
Norway
Denmark
Sweden
2010 2011
SLIDE 40
Euro
Why shop abroad
42%
39%
11%
8%
5%
0% 10% 20% 30% 40% 50%
Product not found at home
Lower price than at home
Lower tax/VAT
Product to be used there
Other
SLIDE 41
Conversion in the moment of buying A dificult choice
DIBS Mobile – standard design
Mobile app/page - customized
Internet payment – standard design
SIDE 45
Internet payment - custumized
SIDE 46
Internet payment - custumized
SIDE 47
Internet payment - custumized
SIDE 48
Internet payment - custumized
SIDE 49
Internet payment - custumized
SIDE 50
Summary A huge market opportunity, still in its infancy
E-commerce on the move
• E-commerce is well established among all consumer segments and it is a disruptive force in all industries
• It is a massive market opportunity for merchants, total value estimated to amount to 213 billion Euro for 2011
• Still a fraction of total consumption and consumers do just above one purchase per month
• Wide varieties in paying preferences across Europe, merchants have to take actions to cater for different preferences
• The choice of how to integrate the payment functionality have an effect on the conversion in the shop
• M-commerce is gaining tractions – Is it time to be a part of this?
SLIDE 52