digitaltalks alve november 2014
TRANSCRIPT
Comparison Search Engines (CSEs) and
their impact on E-commerce
Sarantis Katsikis - Country Manager
So … what is a CSE ???
What is a CSE ?
What is a CSE ?
What is a CSE ?
Or else??? AVM40% of users are using CSEs
1. Feel good about themselves
2. Accessibility & Convenience especially with the emergence of m-commerce
3. Abundance of unbiased information
4. Alerts / community aspect
About Us...
= Varyemez Amca
1.400+
shops
111 mil.
Pageviews
4.1 mil.
Unique users
12,5 mil.
Searches / month
About us...
Launched April 2013
230+
Shops
2.000.000
pageviews
350.000
Unique visitors
40%
mobile
About us...
CSEs have changed consumer habits.
Or Have they???
Turkish consumer characteristics✔ Credit cards' familiarization vs online distrust paradox
✔ Bargaining part of DNA and social interaction
✔ Intense emotional reactions, distrust
Consumer Habits
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Sessions
Ecommerce Europe Stats 2013
Consumer Habits
Pop. 75,6 mn
Int. 34,7 mn (46% - EU low)
12 mnShoppers
(16%)
Average Spend in Euro0
200
400
600
800
1000
1200
1400
744842
1376
Turkey
Southern Europe
Europe
Turkey
BUT:
✔ 50% less than 30 yrs old
✔ 3rd fastest growth rate
after Russia and Ukraine
in ecommerce sales€ 8.9 bn ecommerce sales. 3rd after Spain & Italy in South Europe
Consumer Habits
Ecommerce Europe Stats 2013
Most popular product categories in Turkey
1. Clothing/Fashion
2. Sport Goods
3. Electronic Equipment
4. Household Goods
Etail vs. Retail
100%
2%
Ecommerce in tandem with brick & mortar
ROPO / O2S
Look & Feel of products
Store experience
Ecommerce vs. Traditional Retail
E-Business & the Long (e)TailP
op
ula
rity
Niche products(e-tailing)
Bestsellers (Traditional markets
– Bricks & Mortar)
Products Volume
Pareto principle 80/20 rule
Head
Tail
Ecommerce vs. Traditional Retail
Product price as a purchase decision
The Deal-Seeking Continuum (Simmons National Consumer Study, US)
Product Price
Consumer Electronics (Source: Granify)
Product Price
Fashion (Source: Granify)
Product Price
Jewelry (Source: Granify)
Product Price
Home Appliances & Decoration (Source: Granify)
Product Price
Source: ComScore
Product Price
Product Price
….leads to
Restriction of cash flows
''Cheap Website” perception
Acquire the least loyal clients “barterers” who are always after
lowest price and easy to jump ship
Product Price
Fighting for the lowest price...
Solutions:
Improve your services / customer satisfaction / user
experience
Differentiate product portfolio – Higher margins
Select specific products to promote online
'' Short-term
thinking
Is the enemy of
Long-term
success''
Product Price
Closing Summary – Key takeaways
CSEs = Online shopping malls
Ecommerce supplementary to traditional retail.
Choose wisely what to promote over internet and brick
& mortars
Reducing prices, usually is not the best way to go
Invest in customer satisfaction and user experience
Long-term instead of short-term thinking
Sarantis Katsikis - Country Manager
@skatsikis / [email protected] / Sarantis Katsikis
@Alve_TR / Alve.com