Ecommerce Aquilino Peña
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Comercio Electrónico
#CICD, 9 de Mayo 2012
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el eComm es finalmente realidad…
0,2 0,5 1,2 1,5 1,9 2,2
2,8
4,8 5,3
7,7
9,9
12,4
0
2
4
6
8
10
12
14
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Fuente: Red.es Informe ONTSI B2C 2010,Ecomm Retail, análisis propio
€ B
Volumen de comercio electrónico en España( € B – Red.es)
2011
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… aunque con retraso vs. otros mercados
17
83
UK
8
92
USA
2
98
Spain
Fuente: Adigital
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el comercio electrónico está en
el mayor proceso de cambio
desde sus inicios
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el modelo de e-commerce
Captación Conversión Entrega
Web
Home Buscador
Ficha de producto Carrito
Domicilio
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Captación Conversión Entrega
Consumidores
Multiplataforma
Multicanal
nuevos modelos
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Captación Conversión Entrega
Consumidores
Multiplataforma
Multicanal LOCAL
MOVIL
SOCIAL
nuevos modelos
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Captación Conversión Entrega
Consumidores
Multiplataforma
Multicanal
SO - LO - MO
nuevos modelos
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nuevas modelos de venta
social
local
móvil
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nuevas modelos de venta
social
local
móvil
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clubes privados
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clubes privados
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un producto al día
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de producto a servicio
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subs commerce
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subscripciones mensuales
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comparadores
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comparadores
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comparadores
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marketplaces transaccionales
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mass customization
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trazabilidad
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crowd sourcing
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crowd sourcing completo
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nuevos modelos de venta
social
local
móvil
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cambio de paradigma De tienda destino…
..a producto recomendado
WWW
Trafico
Pepe Maria
Recomiendan
Redes Sociales
Joe Mary John
Compran
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el tráfico está cambiando
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cuentos y cuentas en f-commerce
Fuente: Booz & Co, enero 2011, Datos en US B $
“It’s a ma)er of .me—within the next five or so years—before more business will be done on Facebook than Amazon” Sumeet Jain, Principal, CMEA Capital
“In three to five years, 10 percent to 15 percent of total consumer spending in developed countries may go through sites such as Facebook” Mike Fausce)e, Analyst, IDC Consul.ng
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la actividad en redes sociales impulsa la compra
Fuente: 8th Bridge Social Commerce Study, September 2011
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elementos sociales claves en las tiendas
33
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Fuente: hYp://blog.eventbrite.com/social-‐commerce
elementos sociales claves en las tiendas
Revenue Adicional
Facebook: $2.52
Email: $2,02
Linkedin: $ 0.90
Twitter: $ 0,43
7 visitas por Acción
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pinterest, tus intereses
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compra social
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compra social
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compra social
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compra social
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twitter y t-commerce
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El Mercado global es de más de $ 10 B
EA ob^ene el 20% de sus ingresos en Bienes virtuales
FarmVille llego a tener 80 M de usuarios al mes
Auge de monedas virtuales como Facebook credits (2% penetración)
bienes virtuales
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nuevos modelos de venta
social
local
móvil
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ecommerce y marketing local
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cupones y compra en grupo
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groupon es la compañía de mayor crecimiento
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ROPO Research OnL Purchase OffL
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del on al off …
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…y del off and on
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Datos: Shop.org / INE / aDigital
el ROPO es muy relevante
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local buying
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nuevos modelos de venta
social
local
móvil
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modelos de m-commerce
Modelos M Commerce
• Comparadores
• Location Based Services
• Couponing / Ofertas
• Tiendas Móviles
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comparadores
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location based services
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la guerra de los clones en versión móvil
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iPad reclama su i-commerce
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el comercio móvil ya es una realidad relevante
Ventas móviles España
• Privalia
• Telepizza
• Sin Delantal
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hay que ser tendero
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¡ muchas gracias !
@aquilino