levers, approaches and results of online marketplace pricing
TRANSCRIPT
2
AGENDA
Source: Strategies for Two-Sided Markets (Thomas Eisenmann, Geoffrey Parker, and Marshall W. Van Alstyne), 2006
Top strategic challenges for Two-Sided Markets
2 Cope with winner-take-all competition!
Avoid envelopment! 3
1 Get the price right!
Focus of today
9
IT-Kompetenz: fehlende Fachkompetenz und
mangelnde personelle Abdeckung zentraler Themen wie
z.B. UX Design, mobile und Front End Development
Investitionen: signifikante Anfangsinvestitionen in
technische Voraussetzungen (Hard- und Software)
sowie hohe laufende Kosten (Wartung, Aktualisierungen,
etc.) sind im kleinen Markt schwer zu amortisieren
Online Marketing Know-how: fehlende Erfahrungen
und mangelnde Expertise im Umgang mit neuen Online
Marketing-Kanälen bspw. Re-Targeting, SEO und PPC
Business Intelligence: Big Data stellt völlig neue
Anforderungen an die strukturierte Erhebung,
Auswertung und Interpretation von Online-
Geschäftsdaten und -kennzahlen
15
Quelle: http://www.similarweb.com/country/switzerland 19.09.2014
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
0.1 1 10
Property Cars
24 Quelle: Handelsverband Deutschland 2013, company information, Nielsen media research, Google ad planer, industry reports, broker research, comScore
Relative market share (x unique visitors of #2)
EBITDA margin (%)
Squarefoot
Immonet Immowelt
Idealista
AutoScout24 Zilow
mobile.de
Autotrader US
Autotrader UK
SeLoger
Funda
Blocket
Carsales
Rightmove1)
ImmoScout24
25 Source: Simon-Kucher project database
0
400
800
1'200
0 20 40 60
Beispiel: Immobilien Portale Deutschland
Price (in €)
# of objects
0
400
800
0 30 60 90 120 150 180 210 240 270 300
Beispiel: Auto Portale Deutschland
Price (in €)
Avg. # of ads/months
1
2
3
1
2
26 Source: Simon-Kucher project database
Criteria Importance (% naming among top 2) Description
Sales volume Quantity, speed of selling, selling
price
Fees Insertion fees, feature fees,
commission fees
Selling
environment
Unpaid items, returned items,
payment process, cross-selling,
repeat business generation
Operational
costs
Easy/fast listing, simple shipping
process, low effort for customer
support
59%
59%
45%
35%
- 26 -
Importance of decision criteria for sellers in platform choice (marketplace)
"I list the item
where I can sell it
at the highest
price!"
27 Source: Simon-Kucher project database
*NPS = Net promoter score
Customer satisfaction & reach:
Example: Large online shops/platform
Customers' shopping club spending share
Customer satisfaction measured by NPS* Customer satisfaction measured by NPS*
Reach (% of visitors on website)
Customer satisfaction & market share:
Example: Online shopping clubs
28 Source: Simon-Kucher project database
Importance of decision criteria in online shop decision
Criteria Importance
% naming among Top 5
Description
Price Low base price, low shipping fees
Convenience
(process)
Fast shipping, simple pick-up and
return, extended return fine
Assortment Broad/deep assortment, good
availability
Safety (trust) Positive shop reputaion, safe
payments
Finding Good usability/finding,
recommendations
Extra services Extended warranties, insurances
Rewards Loyalty rewards, discounts
Multi-channel Possibility to see and touch items in
store
Indirectly
influenced by
marketplace
and pricing
72%
46%
37%
35%
22%
4%
2%
1%
31
Offer shown to sample 1
Price €19
Plus surcharges €54
Total price €73
Offer shown to sample 2
Flight: Frankfurt - London
Services: Basic
Price €49
Plus surcharges €24
Total price €73
Flight: Frankfurt - London
Services: Basic
Question: “Do you agree, that this is good value for money?”
91% 55%
Beispiel: low cost carrier
Source: Simon-Kucher project database
32
Seller
Typical
marketplace
price
components
Subscription
Exposure
Visit
Sale
Payment
Insertion
Platform price components
Subscription fees
Feature fees
Cost per click
Commission
Payment fees
Insertion fees
35
Listing Fees 25%
Promo Fees 27%
Success Fees 48%
Vor “Abacus”
Listing Fees 21%
Promo Fees 13%
Success Fees 62%
PLP 4%
Nach “Abacus”
2014 2013
39
First step in August 2013
Changing fee structure to a more «back-end loaded» revenue model did work (revenue shift & b2c business
growth)
Second step in July 2014
Differentiating success fees per category and seller type (private vs.
pro)
"Wow, 10% is cheap"
“I cannot afford 10% "
Clothing seller (>40% Marge)
Electronics Seller (<7% Marge)
40
Kategorien-
Familie
Abschluss-
gebühr Prof.
(%)
Abschluss-
gebühr Privat
(%)
Sammeln 6.5%
8%
Elektronik 6%
Medien 5%
Mode, Schmuck &
Beauty
9%
Hobby, Sport &
Spielzeuge
7%
Haus & Büro 8%
Tickets 8%
Fahrzeugzubehör 6%
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