ecommerce opportunity for tourism etag 2014

© Ideal Interface Ltd

Understanding the E Commerce Opportunity

for Tourism

Hayden Sutherland


IntroductionWho am I ? • Hayden Sutherland

• Founder and lead consultant at Ideal Interface

• A strategic digital and eCommerce consultancy

• Based in Glasgow • Twitter: @haydens30• Blog: http://press20.blogspot.co.uk

http://press20.blogspot.co.uk/




IntroductionSome of our clients


The Digital EconomyThink Big. Think Global • Two billion people are now

connected to the Internet• Almost $8 trillion now changes

hands each year through eCommerce

• In some developed markets, about two-thirds of all businesses have a Web presence of some kind

• And one-third of small & medium-sized businesses extensively use Web technologies


eCommerceDefinition time • Definitions differ of what

eCommerce actually is• “The buying and selling of products

or services conducted over electronic systems such as the Internet (and other computer networks)” Wikipedia

• It’s • B2C: Business to Consumer• B2B: Business to Business• And.. System to System


Scottish specificScottish e-Commerce StudyMay 2012


Population & Internet Penetration

Population2012

Penetration2012



c

Europe62% penetration

503M online users

Population2012

Penetration2012



North America80% penetration

281M online users

Population2012

Penetration2012



South America & Caribbean

40% penetration244M online users

Population2012

Penetration2012



Middle East & Africa20% penetration

263M online users

Population2012

Penetration2012



Population2012

Penetration2012

Asia & Oceania29% penetration

1,133M online users


Online SpendUK

$49 BillionGermany

$32 Billion

Japan$64 Billion

China$169

Billion

India$1.6 Billion

Argentina$1.9 Billion

Brazil$12 Billion

Mexico$1.7 BillionUSA

$226 Billion


• It’s not just about replicating your shop or printed brochure

• You have less physical and product restrictions online

• Combine different approaches to find what works

• It’s far easier to test & learn online• What doesn’t work in one market,

might work in another

New modelsNew markets


But forget about International eCommerce…

… if you can’t get the basics right first


• Product• Payment & security• Fulfilment & returns• Customer Service• Marketing

(e.g. SEO, Social Media, PPC, etc.)• User Experience• Analytics

The basics to serve any market


• Stand up please• Stay standing if you currently

have an eCommerce site• Stay standing if you are using

web analytics• Stay standing if you use it to get

regular KPI’s (visits)• Stay standing if you have ‘goals’

set up on your site• Stay standing if you’re measuring

online sales in real time• All of this is free!

Analytics


There’s an opportunity

• The UK leads in eCommerce maturity

• Tourism competes globally • Understand where your

customers are • Use the free services• Test & learn


My Contact Details

• Hayden Sutherland• [email protected]• www.idealinterface.co.uk

• @haydens30• 0780 1341955

mailto:[email protected]

http://www.idealinterface.co.uk/

ecommerce opportunity for tourism etag 2014

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