C2C vs B2C

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ricardoshops.chautoricardo.ch ricardolino.chricardo.ch

Discussion on:C2C vs B2C – how to combine the

two on a marketplace platform, how

to cooperate with classified

business in the country / in the

groupves !aeder

"eptember #$th, Berlin

19.09.2013

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Basic believes & intro ricardo.ch

Discussion points• Brand

• Format & Pricing• Activities to grow B2C and maintain C2C

Agenda

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Free classifieds is a very disruptive format (free, simple), thatmonetizes a lot less than transaction (

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ricardo Group SwitzerlandStructure

General Free Classifieds(C2C)

Monhtly Traffic Figures*

Unique Visitors: 252kPage Views: 3m

(CH): #127

Current #2 in …..

PropositionConveniently buy and sell

used goods and servicesfrom people like and near

you.

Unaided brand awareness

of 40% 3 month afterlaunch.

Marketplace for Top-Tier-Online-Shops (B2C)



(CH): #7

Restructuring Phase

PropositionBuy from the largest

selection of new brandedproducts from professional

brands and renownedretailers (B2C).

Transferring the ricardo-brand into B2C.

Cars & Bikes Classifieds(C2C & B2C)



(CH): #7

Current #2 in …..

PropositionWe empower users to

make educated decisionswhen dealing with cars and bikes on the largestC2C-platform in vehicles.

Only vehicles platformoffering auction-format.

Auctioning/Marketplace(C2C & b2C)



(CH): #7

Current #1 in …..

PropositionTrade on the largest Swiss

marketplace for uniqueproducts from private

(C2C) and SMBs (b2C).

Annual GMV of CHF

~700m – over 2mregistered members.

*Source: ComScore MyMetrix Switzerland – 3-Month-Average as of February 2013; Local Alexa-rank as of April 4th 2013 (www.alexa.com)

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Agenda

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Umbrella brand strategy inSwitzerland

• brand power transfer from«household brand»ricardo.ch (trust,Swissness)

• Share user base

• explaining the difference“ricardolino.ch vsricardo.ch” to our users

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• What’s the experience in terms of brand

“closeness” in other markets?• What are the pros and cons from your

experience?

• Is the brand a critical part of the winning formula?

Discussion:Brand

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We feel the impact from C2C trade

migrating to free classifieds (incl. our own)

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C2C is still the dominant sellersegment on ricardo.ch

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Strategic priorities ricardo.ch FY2014

Double GMVfrom B2C

sellers year-end

Stable GMVfrom private

sellers

Become fresh,easier to use

and modern

Improve therelevance of

the result set

Be the leadingmobile player

in CH

Abacus - major product release on Aug 20th,addressing 4/5 of our strategic priorities

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Abacus (incl. solr search) feature set

• New search engine core & auto

• New design search result page

• New back loaded pricing on core and auto

• Free Gallery picture, free subtitle, free listing ofprivate cars & auctions with startprice 1.-

• New sell-your-item form on core and auto

• Integration of external ads on auto• New dynamically priced exposure feature on

core

• New SaaS seller tool (ricardo assistant)

• Free live chat in CS

Abacus was a complex release to

significantly improve marketplace health

Improved Buyer

experience• More relevant

search

• Decluttered buyingexperience

• More selection

(esp. B2C)

Improved Seller

experience• Success based fees

• Easy listing tools

• New promotionfeature

• New bulk listingpackages

Objectives

• Improved selection• Improved conversion

• Drive sales volume (not a price hike)

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Agenda

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• New online tool forfrequent listing

• Replacing old offlinetool that was hinderingour top sellers to list

more• Share at 20% of newly

posted articles viaAPIv2.0

Grow B2C…first steps done, still ahuge potential ahead of us

• Improved API, makingit easier to connectdirectly to our platform

• Including a discussion

forum to sharedevelopment ideas /status

• Premium ListingPackages with up to94% discount oninsertion fee

• Sold 1’201 packagesfor CHF 64’328 (excl.VAT)(Aug 21st – Sep 17th)

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Maintain C2C – decrease hurdles forcasual sellers to sell on ricardo.ch

• New Sell-your-item form

• Increased conversion by16% points (according toGA)

• Auctions with start price

< CHF 1 for free• +15% more listings withstartprice < CHF 1(Aug 21st – Sep 17th)

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Discussion:Grow B2C & maintain C2C

• What kind of activities have proven to be most

efficient in your market to grow B2C?• How do you compete against (free) horizontal

classifieds?

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Free classifieds is a very disruptive format (free, simple), thatmonetizes a lot less than transaction (

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Back-up

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Background info:New Articles per category

SWITZERLAND 2'507'105 854'160 3'361'265 B2C C2C TOTAL

Core 2'507'105 854'160 3'361'265 -11.5% -11.9% -11.6%

Antiquitäten & Kunst 97'101 12'764 109'865 0.3% 14.0% 1.7% 1'807

Audio, TV & Video 54'262 23'752 78'014 -30.4% -14.7% -26.3% -27'835

!ie"#$!en 125'327 29'574 154'901 -1.8% 5.9% -0.4% -640

(e! & )o#is 85'355 2'977 88'332 -16.7% 4.1% -16.1% -17'010

!o & *e+e!e 55'913 39'365 95'278 -4.4% 12.6% 2.0% 1'837)o#ute! & et/+e! 85'612 57'578 143'190 -14.9% -26.6% -20.0% -35'776

e!ien & eisen 1'444 107 1'551 -23.8% -17.1% -23.4% -473

i#e & V 73'261 1'695 74'956 -13.5% -84.3% -21.5% -20'532

oto & ti 33'309 26'735 60'044 -23.6% -1.2% -15.0% -10'588

*$#es & ieonsoen 67'389 12'852 80'241 -27.0% -24.2% -26.6% -29'068

$nd+e! & *$!ten 94'717 108'723 203'440 -6.4% 16.5% 4.6% 8'971

$nd, estnet/, un 101'696 107'923 209'619 -34.2% -16.8% -26.2% -74'571

$us($t & o(nen 243'415 111'610 355'025 -4.9% 22.7% 2.4% 8'193Kind & $ 163'165 22'450 185'615 -10.4% -47.9% -17.6% -39'670

Keidun & Aessoi!es 277'488 40'061 317'549 -12.3% 1.8% -10.7% -38'224

Kos#eti & :"ee 38'529 28'717 67'246 -6.3% -7.3% -6.7% -4'823

;ode$u & o 78'687 17'965 96'652 -11.0% -2.1% -9.5% -10'114

;n/en 63'550 6'078 69'628 -3.3% -11.5% -4.1% -2'958

;usi & ;usiinst!u#ente 97'192 22'130 119'322 -20.6% -24.8% -21.4% -32'483

$##en & etenes 233'553 20'904 254'457 -7.8% -72.2% -22.5% -73'976

ie/eu & $sten 131'805 16'747 148'552 -3.1% -33.8% -7.9% -12'717

o!ts 141'888 66'637 208'525 2.3% 12.8% 5.4% 10'769

Tiets & *uts(eine 48'637 2'933 51'570 -1.7% 21.2% -0.6% -321

Tie!/ue(

=(!en & (#u 74'098 33'508 107'606 -21.6% -14.2% -19.5% -25'992

ein & *enuss 18'856 6'284 25'140 -16.9% -15.0% -16.4% -4'945

r!"# To!& 2'507'105 854'160 3'361'265 -11.5% -11.9% -11.6% -441'272

-> Where do the articles go to?

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SWITZERLAND TOTAL

Core -11.6%

Antiquitäten & Kunst 1.7% 1'807

Audio, TV & Video -26.3% -27'835

!ie"#$!en -0.4% -640

(e! & )o#is -16.1% -17'010

!o & *e+e!e 2.0% 1'837

)o#ute! & et/+e! -20.0% -35'776

e!ien & eisen -23.4% -473

i#e & V -21.5% -20'532

oto & ti -15.0% -10'588

*$#es & ieonsoen -26.6% -29'068

$nd+e! & *$!ten 4.6% 8'971

$nd, estnet/, un -26.2% -74'571

$us($t & o(nen 2.4% 8'193Kind & $ -17.6% -39'670

Keidun & Aessoi!es -10.7% -38'224

Kos#eti & :"ee -6.7% -4'823

;ode$u & o -9.5% -10'114

;n/en -4.1% -2'958

;usi & ;usiinst!u#ente -21.4% -32'483

$##en & etenes -22.5% -73'976

ie/eu & $sten -7.9% -12'717o!ts 5.4% 10'769

Tiets & *uts(eine -0.6% -321

Tie!/ue(

ein & *enuss -16.4% -4'945

r!"# To!& -11.6% -441'272

Some of them are migrating toricardolino.ch

Ro L!(e&) L*)e# A#)

roo 445'773

$ & Kind 44'062

$sten & ;ode$u 7'840(e! 16'550

>et!oni 39'012

*$!ten & $nd+e! 15'096

$us($t & o(nen 80'911

?##oiien 13'272

@os & teen 9'326

;oiität 72'515;ode & e$ut 53'152

;usi, i# & *$#es 27'359

$##en & Anties 18'634

e!ies 4'839

o!t & utdoo! 18'617

Tie!e 24'588

r!"# To!& 445'773

Listed articles on ricardolino.ch (KW14-KW33)

70% of ricardo users that used ricardolino (registered with ricardo.ch account on ricardolino) also came backto ricardo.ch (still active).

C2C vs B2C

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