the future of e-commerce in 2028 - casaleggio associati€¦ · e-commerce hub 1998 2008 2018 2028...
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ECONOMIES AND SERVICES
PHYSICAL AND ONLINE
INTERFACES ADVERTISINGPURCHASING METHODS
REFERENCE METRICS
SHIPPING GLOBAL E-COMMERCE HUB
CREATION OF GLOBAL ECONOMIES
OF SCALE WITH LOCAL SERVICES
PHYSICAL AND ONLINE PURCHASING
BECOME A SINGLE EXPERIENCE
INTERFACES BECOMEVOCAL
CUSTOMISED ADVERTISING BASED ON THE SPECIFIC
INDIVIDUAL AND SPECIFIC MOMENTS IN HIS/HER LIFE
PURCHASES CHANGE AND
BECOME AUTOMATED
MAXIMISATION OF THE LIFETIME
VALUE AND RELATION SHARE
MADE TO MEASURE DELIVERY
THE ASIA-PACIFIC AREA IS THE NEW
GLOBAL E-COMMERCE HUB
1998
2008
2018
2028
Brickand mortar
PureplayerVS
Pure Player set up dedicated goods collection points and Brick
and mortar operations start selling directly online or entering
into partnerships
Death by Amazon:lists the 50 traditional retailers most
vulnerable to Group competition
Pop-up stores without traditional branding: product trial, online
purchase or Click & Collect delivery
Physical in-store purchasing debited directly to the client’s
Amazon virtual account
Personal Shopper becomes virtual
Pick & Collect, home delivery, online booking and in-store
product trial
2000:Italy1999: China
1995: USA 1995: USA
1996:Holland
Success on local markets
1994:Italy
1999: FrancePurchases
becomeonce-off
Subscription-based purchases
Dash Button to re-order on request and the first automated
purchases
For the provision of clothing for special occasions, according to sharing
economy principles
For the provision of entertainment
content
For weekly home shopping
Amazon Dash Button: one-click purchase of a specific product,
increasing number of brands available
Pantry: monthly
pack with fixed
shipping cost
Registerand save:
10% discount and free shipping
WePlenish, re-order
replacement coffee capsules
Items order on our behalf
Automated monthly
deliveries
Automatic re-ordering costs less
Local partnerships
Investment in local products
Localpurchases
Chatbot
In 2016, transactions via mobile devices overtakes
that via desktop units
Desktop
Mobile
By 2022, 85% of all interactions will be
with bots
By 2020, 40% of users will be making
use of voice shopping assistant rather than
a website
2015 > Europe and Middle East
Asia Pacific
2005: acquired by Booking Holdings Inc. > USA
2008: acquired
Venere > USA
Expansion on National and International markets
Consolidating globalisation
2009: USA > world
> Europe
Italy> France
France > Italy
2008: Germany >
Europe
2011: Germany > Worldwide
> Local acquisitions such as Lazada
> Worldwide (2015, partnership with
eLong, China)
Local acquisitions such as Whole Foods
> Worldwide
> Europe (2017, acquired by Unieuro)
> Worldwide (since 2015, Apps for online coffee sales)
> Partnerships with Ctrip (China) and Panorama Group (Indonesia)
> Investment in local products such as Tea in India
> Europe (since 2015, opening of logistics centres
in the EU)
USA
ASIA PACIFICO
EUROPE
WORLDWIDEEXPANSION
WORLDWIDECONSOLIDATION
USA
ASIA PACIFIC
EUROPE
USA EXPANSION
ASIA PACIFICEXPANSION
EUROPE EXPANSION
THE FUTURE OF E-COMMERCE IN 2028
One2One marketing
Search linked to keywords
Display advertising
OneMoment marketing
55% n.a.
Display Keyword
4% 27%
Display KeywordINVESTMENT
IN ADVERTISING
INVESTMENTIN ADVERTISING
Targeted content based on the user’s purchasing behaviour and preferences
Enables the user to book his/her coffee via the Facebook Messenger bot and to know precisely when it will be ready
Create san own bot that enables the user to practice his/her desired language, generating engagement and developing the user’s brand loyalty
Enables the user to access suggestions on what underwear to buy, sizes and latest trends, based on suggestions from other users and bloggers
Made up of micromoments: the importance of being available precisely when users want to
know, go, purchase or do something
Partnership withplayers to offer
a voice shopping option
Website hits
Transactions
Lifetime value
Invests everything into the proprietary application that enables the development
of a relationship with the client
Invests in and on services aimed exclusively at a particular client
Introduction of web streaming to anticipate the arrival of new content,
thus increasing the LTV by 6%
Investment in the relationship with the client rather than in
the conversation
Acknowledging the exclusivity of
the interaction
Dronedelivery
Robotdelivery
The purchaser makes his/her purchase and
personally collects the goods
Structured delivery system based on courier services and lockers
Companies are structured around the use of courier services for the delivery
of their goods
Crowdsourced shipping
Subscription services
Made to measure services: delivery that does not require the client’s
presence at home
Click & Collect
On-demand Click & Collect delivery
Automatic delivery
AsiaPacific
EUUSA
E-commerce turnoverby geographic area
(values in millions of Dollars)
USA36
Europe3.4
Asia Pacific2.8
USA133
Europe259
Asia Pacific99
USA462
Europe321
Asia Pacific1,349
Integration of on-line and off-line
Client experiencetouch point
Interchangeable channels for:getting to know the product, trying it
out and getting in touch with the brandpurchasing
recognising the userdelivery