Boosting the E in E-Commerce at eTrade Summit

•

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InSites on Stage

Presentation by Pieter De Vuyst at the eTrade Summit on October 4, 2013.

Business Actualités & Politique

@pieterdvuyst
E-Trade Summit
4th of October 2013

@pieterdvuyst E-Trade Summit 4/10/2013
FACTS & FIGURES
1.000 BELGIANS

DIFFUSION OF INNOVATIONS
E. ROGERS
“Trying to convince the mass of a new idea is useless. Convince
innovators and early adopters first.”
@pieterdvuyst E-Trade Summit 4/10/2013

46% 57%
E-COMMERCE HAS REACHED
THE NEXT LEVEL
2012 2013
@pieterdvuyst E-Trade Summit 4/10/2013

2011
E-COMMERCE IS STILL ON
THE RISE
43%
2012
45%
2013
47%
MORE THAN 100€
PAST MONTH
2011
130
€
2012
163
€
2013
170
€
AVERAGE SPENDING
PER MONTH
@pieterdvuyst E-Trade Summit 4/10/2013

2011
E-COMMERCE IS STILL ON
THE RISE
17%
2012
16%
2013
24%
MONTHLY PURCHASES
2011
29%
2012
29%
2013
36%
SPENDING MORE
COMPARED TO LAST YEAR
@pieterdvuyst E-Trade Summit 4/10/2013

Certainly
Not
E-COMMERCE IS STILL ON
THE RISE
Probably
Not
Neutral
FUTURE USAGE
Probably
51%
Certainly
38%
@pieterdvuyst E-Trade Summit 4/10/2013

57%
59%
49%
42%
18-27
28-43
44-59
60+
2012
60%
62%
56%
55%
18-27
28-43
44-59
60+
2013
E-COMMERCE IS FOR ALL
GENERATIONS
@pieterdvuyst E-Trade Summit 4/10/2013

TOP 5 CATEGORIES
@pieterdvuyst E-Trade Summit 4/10/2013

CATEGORY
SEGMENTATIONPenetration
Frequency
SPECIALS
VOLUME
GENERATOR
NO VOLUME NICHE
@pieterdvuyst E-Trade Summit 4/10/2013

CATEGORY
SEGMENTATIONPenetration
Frequency
New kids on
the block
Luxurious / expensive
Products / services
Food
Entertainment &
fashion
@pieterdvuyst E-Trade Summit 4/10/2013

TRENDS
12345
@pieterdvuyst E-Trade Summit 4/10/2013

TRENDS
12345
Pricebreaker.
Price became an important differentiator.
@pieterdvuyst E-Trade Summit 4/10/2013

DRIVERS OF E-COMMERCE
43%I can find products and
services at lower prices
42%it saves time
35%it gets delivered to my door
34%I get access to special
discounts, promotions...
33%I'm able to shop 24
hours a day
+6%
+3%
@pieterdvuyst E-Trade Summit 4/10/2013

TRENDS
12345
Streaming > buying.
Streaming has capitalized on digital entertainment.
@pieterdvuyst E-Trade Summit 4/10/2013

Penetration
Frequency
CATEGORY
SEGMENTATION
SPECIALS
VOLUME
GENERATOR
NO VOLUME NICHE
CD / DVD / Blue-Ray
Digital Music
Digital Films / Series
@pieterdvuyst E-Trade Summit 4/10/2013

TRENDS
12345
F@shion forward.
Fashion is the new star of e-commerce. Personal care,
sport products, toys & DIY are the new challengers.
@pieterdvuyst E-Trade Summit 4/10/2013

46%
@pieterdvuyst E-Trade Summit 4/10/2013

BUY MORE IN
THE NEXT YEAR
2011
37%
2012
41%
2013
48%
@pieterdvuyst E-Trade Summit 4/10/2013

CATEGORY
ADVERTISING
@pieterdvuyst E-Trade Summit 4/10/2013

WEBSHOP AWARDS BELGIUM 2013
@pieterdvuyst E-Trade Summit 4/10/2013

2011
NEW CHALLENGERS ON
THE MARKET
16%
2012
19%
2013
23%
PERSONAL CARE
2011
8%
2012
9%
2013
11%
SPORT PRODUCTS
SPECIAL DISCOUNTS LOWER PRICES
@pieterdvuyst E-Trade Summit 4/10/2013

TRENDS
12345
Fingerfood.
Purchasing food online is for a niche.
@pieterdvuyst E-Trade Summit 4/10/2013

VOLUME
GENERATOR
NO VOLUME NICHE
Penetration
Frequency
CATEGORY
SEGMENTATION
SPECIALS
Food / Supermarket
@pieterdvuyst E-Trade Summit 4/10/2013

TRENDS
12345
Trust or die.
Increasing trust is crucial to ensure a sustainable
growth.
@pieterdvuyst E-Trade Summit 4/10/2013

I HAVE FAITH IN
E-COMMERCE
2009
39%
2011
59%
2012
66%
2013
60%
@pieterdvuyst E-Trade Summit 4/10/2013

NO SMOOTH BUYING
PROCESS
2012
4%
2013
10%
@pieterdvuyst E-Trade Summit 4/10/2013

CREDIT CARD RELIABLE
PAYMENT METHODS
2012
57%
2013
49%
@pieterdvuyst E-Trade Summit 4/10/2013

CONSCIOUS FAULTY
INFORMATION
2012
17%
2013
25%
@pieterdvuyst E-Trade Summit 4/10/2013

FRAUD
RETURN SHIPMENT
2012
7%
2013
20%
@pieterdvuyst E-Trade Summit 4/10/2013

IT’S NOT A REVOLUTION
IT’S AN EVOLUTION
@pieterdvuyst E-Trade Summit 4/10/2013

TRUE, IT’S AN EVOLUTION
SO LET’S SURF THE BIGGER WAVE
@pieterdvuyst E-Trade Summit 4/10/2013

‘‘Contrairement aux
autres pays, il n'y a pas
systématiquement de
boutiques online sur les
sites des magasins en
Belgique. ”
BELGIANWEBSITES
@pieterdvuyst E-Trade Summit 4/10/2013

MULTICHANNEL
“In 2030 denk ik dat
webshops nog groter zullen
geworden zijn. Toch zou ik
ook nog effectief gaan
winkelen omdat ik dat
gewoon leuk vind. Slenteren
langs de uitstalramen,
genieten, nee dat zou ik ook
niet willen missen.”
ONLINE BUYING, OFFLINE EXPERIENCE
@pieterdvuyst E-Trade Summit 4/10/2013

MULTICHANNELONLINE BUYING, OFFLINE EXPERIENCE
@pieterdvuyst E-Trade Summit 4/10/2013

NEW CHANNELSWANT A PIECE OF THE PIE
@pieterdvuyst E-Trade Summit 4/10/2013

M-TAILINGGENERATION
50%Receive a discount/coupon on your mobile
phone when you walk past a certain shop
30%Ability to purchase products via your
mobile phone
32%
Ability to receive more detailed product
information on your mobile phone when
looking at a product in a shop
@pieterdvuyst E-Trade Summit 4/10/2013

WRAP-UP
7 KEY TWEET-AWAYS
The next level
Pricebreaker.
Streaming > buying.
F@shion Forward.
Fingerfood.
Trust or die.
Surft the bigger wave.
@pieterdvuyst E-Trade Summit 4/10/2013

Pieter De Vuyst
Senior Research Manager
@pieterdvuyst
Pieter.DeVuyst@insites-consulting.com

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1. @pieterdvuyst E-Trade Summit 4th of October 2013

2. @pieterdvuyst E-Trade Summit 4/10/2013 FACTS & FIGURES 1.000 BELGIANS

3. DIFFUSION OF INNOVATIONS E. ROGERS “Trying to convince the mass of a new idea is useless. Convince innovators and early adopters first.” @pieterdvuyst E-Trade Summit 4/10/2013

4. 46% 57% E-COMMERCE HAS REACHED THE NEXT LEVEL 2012 2013 @pieterdvuyst E-Trade Summit 4/10/2013

5. 2011 E-COMMERCE IS STILL ON THE RISE 43% 2012 45% 2013 47% MORE THAN 100€ PAST MONTH 2011 130 € 2012 163 € 2013 170 € AVERAGE SPENDING PER MONTH @pieterdvuyst E-Trade Summit 4/10/2013

6. 2011 E-COMMERCE IS STILL ON THE RISE 17% 2012 16% 2013 24% MONTHLY PURCHASES 2011 29% 2012 29% 2013 36% SPENDING MORE COMPARED TO LAST YEAR @pieterdvuyst E-Trade Summit 4/10/2013

7. Certainly Not E-COMMERCE IS STILL ON THE RISE Probably Not Neutral FUTURE USAGE Probably 51% Certainly 38% @pieterdvuyst E-Trade Summit 4/10/2013

8. 57% 59% 49% 42% 18-27 28-43 44-59 60+ 2012 60% 62% 56% 55% 18-27 28-43 44-59 60+ 2013 E-COMMERCE IS FOR ALL GENERATIONS @pieterdvuyst E-Trade Summit 4/10/2013

9. TOP 5 CATEGORIES @pieterdvuyst E-Trade Summit 4/10/2013

10. CATEGORY SEGMENTATIONPenetration Frequency SPECIALS VOLUME GENERATOR NO VOLUME NICHE @pieterdvuyst E-Trade Summit 4/10/2013

11. CATEGORY SEGMENTATIONPenetration Frequency New kids on the block Luxurious / expensive Products / services Food Entertainment & fashion @pieterdvuyst E-Trade Summit 4/10/2013

12. TRENDS 12345 @pieterdvuyst E-Trade Summit 4/10/2013

13. TRENDS 12345 Pricebreaker. Price became an important differentiator. @pieterdvuyst E-Trade Summit 4/10/2013

14. DRIVERS OF E-COMMERCE 43%I can find products and services at lower prices 42%it saves time 35%it gets delivered to my door 34%I get access to special discounts, promotions... 33%I'm able to shop 24 hours a day +6% +3% @pieterdvuyst E-Trade Summit 4/10/2013

15. TRENDS 12345 Streaming > buying. Streaming has capitalized on digital entertainment. @pieterdvuyst E-Trade Summit 4/10/2013

16. Penetration Frequency CATEGORY SEGMENTATION SPECIALS VOLUME GENERATOR NO VOLUME NICHE CD / DVD / Blue-Ray Digital Music Digital Films / Series @pieterdvuyst E-Trade Summit 4/10/2013

17. @pieterdvuyst E-Trade Summit 4/10/2013

18. @pieterdvuyst E-Trade Summit 4/10/2013

19. @pieterdvuyst E-Trade Summit 4/10/2013

20. TRENDS 12345 F@shion forward. Fashion is the new star of e-commerce. Personal care, sport products, toys & DIY are the new challengers. @pieterdvuyst E-Trade Summit 4/10/2013

21. 46% @pieterdvuyst E-Trade Summit 4/10/2013

22. BUY MORE IN THE NEXT YEAR 2011 37% 2012 41% 2013 48% @pieterdvuyst E-Trade Summit 4/10/2013

23. CATEGORY ADVERTISING @pieterdvuyst E-Trade Summit 4/10/2013

24. WEBSHOP AWARDS BELGIUM 2013 @pieterdvuyst E-Trade Summit 4/10/2013

25. 2011 NEW CHALLENGERS ON THE MARKET 16% 2012 19% 2013 23% PERSONAL CARE 2011 8% 2012 9% 2013 11% SPORT PRODUCTS SPECIAL DISCOUNTS LOWER PRICES @pieterdvuyst E-Trade Summit 4/10/2013

26. @pieterdvuyst E-Trade Summit 4/10/2013

27. TRENDS 12345 Fingerfood. Purchasing food online is for a niche. @pieterdvuyst E-Trade Summit 4/10/2013

28. VOLUME GENERATOR NO VOLUME NICHE Penetration Frequency CATEGORY SEGMENTATION SPECIALS Food / Supermarket @pieterdvuyst E-Trade Summit 4/10/2013

29. @pieterdvuyst E-Trade Summit 4/10/2013

30. TRENDS 12345 Trust or die. Increasing trust is crucial to ensure a sustainable growth. @pieterdvuyst E-Trade Summit 4/10/2013

31. I HAVE FAITH IN E-COMMERCE 2009 39% 2011 59% 2012 66% 2013 60% @pieterdvuyst E-Trade Summit 4/10/2013

32. NO SMOOTH BUYING PROCESS 2012 4% 2013 10% @pieterdvuyst E-Trade Summit 4/10/2013

33. CREDIT CARD RELIABLE PAYMENT METHODS 2012 57% 2013 49% @pieterdvuyst E-Trade Summit 4/10/2013

34. CONSCIOUS FAULTY INFORMATION 2012 17% 2013 25% @pieterdvuyst E-Trade Summit 4/10/2013

35. FRAUD RETURN SHIPMENT 2012 7% 2013 20% @pieterdvuyst E-Trade Summit 4/10/2013

36. IT’S NOT A REVOLUTION IT’S AN EVOLUTION @pieterdvuyst E-Trade Summit 4/10/2013

37. TRUE, IT’S AN EVOLUTION SO LET’S SURF THE BIGGER WAVE @pieterdvuyst E-Trade Summit 4/10/2013

38. ‘‘Contrairement aux autres pays, il n'y a pas systématiquement de boutiques online sur les sites des magasins en Belgique. ” BELGIANWEBSITES @pieterdvuyst E-Trade Summit 4/10/2013

39. MULTICHANNEL “In 2030 denk ik dat webshops nog groter zullen geworden zijn. Toch zou ik ook nog effectief gaan winkelen omdat ik dat gewoon leuk vind. Slenteren langs de uitstalramen, genieten, nee dat zou ik ook niet willen missen.” ONLINE BUYING, OFFLINE EXPERIENCE @pieterdvuyst E-Trade Summit 4/10/2013

40. MULTICHANNELONLINE BUYING, OFFLINE EXPERIENCE @pieterdvuyst E-Trade Summit 4/10/2013

41. NEW CHANNELSWANT A PIECE OF THE PIE @pieterdvuyst E-Trade Summit 4/10/2013

42. M-TAILINGGENERATION 50%Receive a discount/coupon on your mobile phone when you walk past a certain shop 30%Ability to purchase products via your mobile phone 32% Ability to receive more detailed product information on your mobile phone when looking at a product in a shop @pieterdvuyst E-Trade Summit 4/10/2013

43. WRAP-UP 7 KEY TWEET-AWAYS The next level Pricebreaker. Streaming > buying. F@shion Forward. Fingerfood. Trust or die. Surft the bigger wave. @pieterdvuyst E-Trade Summit 4/10/2013

44.

45. Pieter De Vuyst Senior Research Manager @pieterdvuyst Pieter.DeVuyst@insites-consulting.com

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