The Commerce Graph
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The “Commerce Graph” is a new framework we have developed to think about the future of physical exchange. The model offers an alternative to the dominant narrative about the commerce landscape that frames digital networks as an adversary of physical exchange — a force that will inevitably drive us to buy and sell nearly everything virtually.
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The Commerce Graph
- 1. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Commerce Graph: Charting a future for physical exchange Steven Jacobs, Deputy Editor at Street Fight
- 2. 1910 2014 @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs
- 3. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs “Retail guys are going to go out of business and ecommerce will become the place everyone buys. You are not going to have a choice.” - Marc Andreessen
- 4. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Consumers should have a choice.
- 5. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Decide Remotely Decide In-person Decide Remotely Decide In-person Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-CommerceCOMMERCE GRAPH
- 6. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Decide Remotely Decide In-person Decide Remotely Decide In-person Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce Commerce Graph is a new way to think about the way we buy goods and services bringing together remote and in-person commerce ! into one cohesive system.
- 7. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Decide Remotely Decide In-person Decide Remotely Decide In-person Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce First, three assumptions about the future
- 8. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce The growth in connected devices will make the distinction between “online” and “offline” behavior less distinct. This will force “e- commerce” and “local commerce” companies into each other’s markets. One. 50#billion#connected#devices# 2020
- 9. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce The process of “buying” will become invisible. ! The moment we decide to make a purchase, the transaction will go through. Two.
- 10. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-CommerceThe Internet will not replace the physical world.Three.
- 11. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Decide Remotely, Fulfill In-person Decide In-person, Fulfill In-person Decide Remotely, Fulfill Remotely Decide In-person, Fulfill Remotely Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce
- 12. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Decide Remotely Decide In-person Decide Remotely Decide In-person Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce In the commerce graph, there are two axes: decisioning and fulfillment.
- 13. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Decide Remotely Decide In-person Decide Remotely Decide In-person Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce The process of making a decision to buy a product. The process of bringing the product/service to a customer after point-of-purchase.
- 14. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Decide Remotely Decide In-person Decide Remotely Decide In-person Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce These axes are weighted by “in-person” and “remote” activities.
- 15. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Decide Remotely Decide In-person Decide Remotely Decide In-person Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce An interaction with a product/service provider in the real world An interaction with a product/service provider which is not physically present.
- 16. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Decide Remotely Decide In-person, Fulfill In-person Decide Remotely Decide In-person ‘Brick-and-mortar’
- 17. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Decide Remotely Decide In-person Decide Remotely, Fulfill Remotely Decide In-person (Brick-and-mortar retail) Ecommerce
- 18. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Decide Remotely, Fulfill In-person Decide In-person Decide Remotely Decide In-person, Fulfill Remotely (Brick-and-mortar retail) ‘Omnichannel’
- 19. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Decide Remotely Decide In-person Decide Remotely Decide In-person Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce Consumers already shop across the commerce graph.
- 20. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-person Decisioning Fulfillment Local Commerce E-Commerce Nearly everyone buys goods or services offline.
- 21. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-person Decisioning Fulfillment Local Commerce E-Commerce Nearly everyone buys goods or services offline. 196.6 million Americans shopped online last year. That’s 90% of all Internet users
- 22. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-person Decisioning Fulfillment Local Commerce E-Commerce Nearly everyone buys goods or services offline. 196.6 million Americans shopped online last year. That’s 90% of all Internet users 78% of consumers said they bought in- store after browsing digitally.
- 23. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-person Decisioning Fulfillment Local Commerce E-Commerce Nearly everyone buys goods or services offline. 196.6 million Americans shopped online last year. That’s 90% of all Internet users 78% of consumers said they bought in- store after browsing digitally. 72% of consumers said they bought online after browsing in store.
- 24. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person c Decisioning Fulfillment But sellers have lagged demand. The bulk of digital innovation has remained in the remote — or e— commerce quadrant. Decide Remotely, Fulfill Remotely
- 25. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Ecommerce sales are projected to hit $491.5 billion by 2018. $125.00 $250.00 $375.00 $500.00 2012 2013 2014 2015 2016 2017 2018 (billions) !25
- 26. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment $10 trillion ! The biggest opportunity today is in where remote and in-person commerce intersect. But that’s still only 9% of the $10 trillion consumers spent on retail goods last year.
- 27. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Over the next decade, the companies driving value creation will bring together remote and in-person commerce. Decide Remotely, Fulfill In-person Decide In-person, Fulfill Remotely
- 28. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce A portion of that market will be owned by the existing players.
- 29. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment
- 30. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment
- 31. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment
- 32. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment
- 33. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment
- 34. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment
- 35. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment
- 36. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Decide Remotely Decide In-person Decide Remotely Decide In-person Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-CommerceHowever, new (and existing) firms will grow by solving problems within each “omnichanel” quadrant.
- 37. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment We’ve already seen explosive growth in the decide online, buy in- person quadrant. ! These companies are often labeled as “local commerce” firms
- 38. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Yelp has nearly doubled unique visitors since 2009. ! Today, the reviews company draws 128 million UVs every month.
- 39. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment In 2013, the company announced Yelp Platform, a new initiative to close the gap between discovery and transaction.
- 40. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment The decide in-person, fulfill remotely quadrant has seen less innovation. ! But there’s a big opportunity for new brands to flourish.
- 41. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment This is the Tesla showroom in LA. (There’s no lot.) Customers can test drive and buy a car, but its delivered weeks later. ! A “showroom” model allows Tesla to sell its product in malls and other high-traffic areas.
- 42. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Decide Remotely Decide In-person Decide Remotely Decide In-person The future of commerce lies at the intersection of digital and physical marketplaces.
- 43. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Decide Remotely Decide In-person Decide Remotely Decide In-person
- 44. @ 2014 Hyperlocal Industries LLC.#commercegraph@stevenhjacobs Remote Remote In-person In-personDecisioning Fulfillment Local Commerce E-Commerce STEVEN JACOBS DEPUTY EDITOR, STREET FIGHT Decide Remotely Decide In-person Decide Remotely Decide In-person