creating an experiential e-business
TRANSCRIPT
We will talk about…
• What is ecommerce
• E-tailer / e-marketplace
• Key ingredients
• Accessibility
• Tools
Nuggets of interesting facts and stats along the way
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I would say…
Any transaction that is completed solely or for the most part through electronic means
can be considered e-commerce
4
E-tailer vs e-marketplace
In simple terms:
E-tailer is your regular shop…
Can only work as a B2B or B2C platform
E-marketplace is like a shopping mall, multiple parties sell their goods
Works for B2B, B2C and C2C transactions
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Global B2C revenues
1,058
1,233
1,471
1,700
1,922
2,143
2,356
2012 2013 2014 2015* 2016* 2017* 2018*
Sales in billions of US Dollars
8
Mobile % of Global Ecommerce Transactions
23%
30%
35%
40%
H1 2014 H2 2014 H1 2015* H2 2015*
Supported by growing number of mobile responsive websites and native apps
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Ecommerce in Pakistan
• Suggested revenue of $35 million last year
• Investors suggest this can grow to more than $100 million in a few years
• More than 200 small to large ecommerce sites in Pakistan
• On an average day I would safely assume about 1,500 to 2,000 orders fulfilled per day across the country
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What does this say?
• Large population, most of it unserved
• Many business areas to be explored
• Different needs of people
• Ecommerce is more than just goods
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Vision
The business objective
What do you want to do
Where do you want to be
No matter what you do… don’t change this
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Strategy
How will you achieve the objective
This is your working plan, a step by step guide for your business
Serves as a guideline to all involved
It is flexible and adaptable
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Price
What is the right price?
It is the price the customer is willing to pay…
A price is a combination of
Value of the goods + value added
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Payment
•While the world conveniently uses cards and the likes of PayPal
• The Middle East and South Asian region prefers Cash on Delivery
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Though the fact is…
• There are more innovative options being explored
• The un-banked being converted to banking customers
• Branchless banking
• Increasing Smartphone penetration
• Low cost 3G / 4G
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Creating more opportunities
(and this is all without the Chinese investments)
Multiple companies involved in creating new payment platforms.
Find out and work with them.
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Logistics
• Begins with your product and your business model
• E-tailers have to bulk purchase and storage
• E-marketplaces don’t store anything, source when needed
• Digital goods / services can be downloaded or accessed
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Most important --- Experience!
User interface
Speed of the website
Product range
Correct pricing and offers
Simple communication
Help during purchase
Post sales assistance feedback
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Data usage
• More than 25 million internet users
• More than 12 million 3G / 4G subscribers (GPRS / EDGE – 3-4 million)
• Data usage is now 25% of telco revenues
• 52% use mobile data on a regular basis
• 600% growth in data use compared with last year
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Mobile phone imports
More than $465 million till February, in 2014-15
Approx. 6.7 million handsets at an average of PKR 7,000 per handset
13%
23%
31%
0%
5%
10%
15%
20%
25%
30%
35%
Jan-13 Jan-14 Jan-1526
SMARTPHONE PENETRATION
Mobile segmentation
84% free apps vs 16% purchased apps
Free apps include:
• Absolutely free apps (no ads)
• Freemium apps
• Ad infested apps (spammy apps or no one wants to pay to use)
Android68%
iOS24%
Windows8%
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Weapon of choice
Responsive and compatible website
Mobile app for all 3 platforms (at least)
Integrated with 3rd party tools and services
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Engagement
•Understand audience and preferences
•Speak in their tongue, make them feel at home
•Avoid spamming
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Media
No YouTube? no problem!
• Vimeo (Dailymotion is too ad infested)
• Periscope and Meerkat – live broadcast on iPhone
• Snapchat
• Blogs
• Cloud solutions – when your business grows
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Communication
• Simplify the tone and language, alter default styles
• Use simplified form structures … check out TypeForm.com
• Simply worded emails
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Content
• Keep it simple, most important info first
• Include user reviews and feedback
• Add or create review or promo videos
• Use easy loading for faster display
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Location
• Serve ads and product information based on user’s location
• Tailor preferences
• Determine delivery times
• Determine best customer agent to support
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Building an experience
• Customer feedback
• Response times
• Make things simple and efficient
• Reward and thank
• Celebrate
• Personal attention
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Follow me…
• LinkedIn: www.linkedin.com/in/nawaz
• Twitter: @nwzm
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Sources
• Phoneworld
• Grappetite
• Propakistani
• Moremag
• Statistica
• Criteo eCommerce Industry Outlook 2015 report
• Daily Times
• Tribune
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