Anabelle Kinet, Sales & Marketingmanager PFSweb Europe
Comment contourner les obstacles de l’e-commerce transfrontière pour tous les services nécessaires à son développement : plateforme e-commerce, marketing online, logistique et distribution, intégration des systèmes, support client, fraude et paiements en ligne ? Expériences clients…
4. e-Commerce Iceberg Concept
Emotions
Telling Stories
User experience
Brand Communications
Web platforms Legal
Warehouse
Order Management VAT
IT Systems
Transportation
Excise
Replenishments
Custom boxes
Gift wrapping
3rd Party Integration
Fraud Management
Customer Service
Payment Processing
5. SPOB / Full service end2end e-commerce solutions
8. Internal slide
• We are behind all these brands but it is never an easy process and it didn’t happen
« en un claquement de doigt »
• That is what we want to share with you because this is through these learnings that
we are so succesfull today
9. E-commerce Sales in Europe vs. US
E-commerce Sales from 2008 to 2012
Since 2008 there has been a quicker increase in the EU e-commerce sales than in the US
Between 2008 and 2011, the annual average gross rate was 10.3% in the US compared
with 18.6% in Europe
12. 1. E-commerce Platform
- US Inhouse: « home made »
- US as a vendor?
- SME versus Enterprise?
- Pan European / Localization
- Global
An e-Commerce
platform needs to
comply with international
needs & requirements
13. 2. Legal (1)
There are simple things that need to be covered when
running an (international) e-shop. For example:
- Terms and Conditions
- Visibility on delivery options & returns
- Period of withdrawal
- Privacy & Safe harbor
- Consumer protection law EU versus US
- EU regulation vs. domestic execution
- Next: cookies??
14. 2. Legal (2)
And other specifications:
- Regulation around product characteristics
- Age verification
- Hazmat
- VAT rates for babies vs. other products
- Invoicing requirements (Seq. Numbering /
country)
15. Internal slide IT
- At the beginning company wanted to do everything internally includin
the e-commerce platform (front-end)
> They developed e-shops independent from the rest,
not connected, not organized and dedicated for online
sales and not B2C
16. 3. IT / systems integration
- Batch vs. real time APIs
- Front office to back vs. back to back
- Customization vs. standard integration
- One partner vs. multiple partners
- Filters…!
17. 4. Fraud
% Revenue Lost to Online Fraud Source CyberSource
- Now we are using a combination of tools from payment service providers &
internal tools that reduce drastically the number of fraud
18. Internal slide Online Payments
- US payment provider
- Various payment methods to have a higher % of online sales
-> By offering the credit cards only (VISA, Mastercard, AMEX) you can loose a
high % of sales
- On the contrary, adding a payment method like ELV can be dangerous
because it is a direct debit card with higher associated risk.
19. 5. Online Payments
- US payment provider versus European
- Activation based vs. Development
- Various payment methods vs. risk
20. Example: O’Neill available payment methods in 2011
BE, GB
AT, DE
NL
BE, GB
AT, BE, DK, DE, FR, IT, NL, SP & UK
AT, BE, DK, DE, FR, IT, NL, SP & UK
AT, BE, DK, DE, FR, IT, NL, SP & UK
21. Example: O’Neill payment methods in Germany
- End 2009 : Introduction of a new payment method Bankwiring
- 2009 – 2010 : Increasing of orders volume (+108%)
22. 1. Online Payments
5. Online Payments
- You can offer a lot of payment methods / country but
you need to choose the right ones, not all are required
- By offering credit cards only (VISA, Mastercard,
AMEX) you will miss for sure revenue opportunities
- On the contrary, adding a payment method like ELV can
be dangerous because it is a direct debit card with
higher associated risk
- Some payment methods also require more manual
work on the back-office
- Conversion : A-B testing
23. 6. Fulfillment
- Standard pick-pack-ship operations vs. highly customized online buying
experience (engraving, special wrapping, gift card message)
-Same experience as in retail (increased expectations by both consumer and brand)
-“Hiding of brands on the outside”
24. 7. Transportation & Returns
- B2B vs. B2C
- Customer expectations by country (door-to-door, postal, drop point, time window
delivery)
- Cost
- Lead time
- Pricing strategy
- Isolated destinations (remote areas) linked to business industry
- Cost of returns ( it is all about convenience!)
25. 8. Customer Contact Center
- Very high expectations from luxury sector companies
- Opening hours
- Special languages
- Dedicated vs. Shared
- Native vs. Non native
- Level 1 vs. Level 2 – 3
- Brand representation
- Integration with CRM and offline world
