The new ecosystem of online businesses: ecommerce+ and the opportunities for SMEs

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1 The new ecosystem of online businesses: ecommerce+ and the opportunities for SMEs Marcos Pueyrredon VP America Latina VTEX ecommerce Cloud Application President of Instituto Latinoamericano de Comercio Electronico - einstituto! 1

ecommerce Cloud Application President of Instituto Latinoamericano

2 Roadmap Goals ecommerce situacion in America Latina State of the art and its impact on PyMEs The new ecosystem: ecommerce+ Conclusions 2

3 Roadmap Goals ecommerce situacion in America Latina State of the art and its impact on PyMEs The new ecosystem: ecommerce+ Conclusions 3

4 ecommerce strenght around the world EUROPE US$330MM 12% AGR NORTH AMERICA US$348MM 16% AGR CEMEA US$55MM 22% AGR ASIA US$280MM 34% AGR LATIN AMERICA US$43MM 50% AGR Fuente: Nothing but Net, JP Morgan Estudio de e-commerce regional de América Economía 2012 > US$ 1 BILLION IN

LATIN AMERICA US$43MM 50% AGR Fuente: Nothing but Net, JP Morgan

5 ecommerce strenght around the world E- commerce Total Expenditure in La4n America (US$ million) Electronic Commerce con4nues growing at an accelerated pace in La4n America promoted by Brasil, by Tourism and by big Retailers Fuente: AméricaEconomía Intelligence 5

growing at an accelerated pace in La4n America promoted by

6 Electronic Commerce s strenght by country II Share by country in the Total Expenditure of regional B2C Countries /regional blocks, B2C in millions of US$ Fuente: AméricaEconomía Intelligence 6

7 Electronic Commerce s strenght by country III 7

8 Electronic Commerce s strenght by country I Electronic Commerce growth B2C as a percentage of PIB Fuente: AméricaEconomía Intelligence 8

9 Mercosur and the cross-border Electronic Commerce ì The cross-border Electronic Commerce B2C exceeds in 8% both EEUU and China purchases ì Fuente: einstituto The cross-border ecommerce B2C intrazone is less than 1% Fuente: AméricaEconomía Intelligence e instituto Latinoamerciano de Comercio Electronico einstituto

The cross-border ecommerce B2C intrazone is less than 1% Fuente: AméricaEconomía

10 Cross-border Electronic Commerce barriers in the Mercosur Fuente: einstituto Fuente: Instituto Latinoamerciano de Comercio Electronico einstituto

11 Net revenue decentralization in Electronic commerce. Ranking Top 1 Top 10 Top 20 Top 50 Long Tail (PyMEs) Participación de Mercado 1º. Sem/08 2º. Sem/09 41,5% 36,0% 76,3% 74,1% 85,6% 83,8% 91,9% 90,3% 8,1% 9,7% Diferencia Marketshare -5,5% -2,3% -1,8% -1,6% 1,6% Fuente: camara- e.net e ebit (Brasil) / 2009 ì The Electronic Commerce Ecosystems evolution in the Region clearly promotes the entrance of SMEs on online sales. It also impacts on the decentralization of net revenue in e-commerce. ì Brazil decentralization of Electronic Commerce, with a high impact and participation on PyMEs and entrepeneurs is a reality in all the contries of the Region. 11 Fuente: Proyecto Regional Comercio Electronico Trasnfronterizo Instituto

net e ebit (Brasil) / 2009 ì The Electronic Commerce Ecosystems evolution in the Region clearly promotes the entrance of SMEs on online sales.

12 Indicators of Digital Economy in LATAM Fuente: Estudio Regional de Comercio Electrónico América Economía

13 Regional and National research on Electronic commerce Regional; ecommerce-america-latina/ Argentina 13

14 Roadmap Goals ecommerce situacion in America Latina State of the art and its impact on PyMEs The new ecosystem: ecommerce+ Conclusions 14

15 2200 Millones de personas online Rusia: московский экономичес кий институт China: 周笔畅 India: Sania Mirza South Africa: Kalula 1200 millones Nuevas personas online desde el 2000 Argentina: Buenos Aires Marcos Pueyrredon :: Instituto Latinoamericano de Comercio Electrónico einstituto Copyright

desde el 2000 Argentina: Buenos Aires Marcos Pueyrredon :: Instituto

16 Many questions Direct Mail Telephone <1990 TV Radio Print Display IM Direct Mail Telephone IM Direct Mail Telephone 1990s 1999 Mobile SMS IM Direct Mail Telephone0 2000s TV Radio Print Display Display Website SearchOnline Display Landing Pages Microsites Online Video Webinars Affiliate Marketing Blogs RSS Podcasts Wikis Social Networks Mobile Web 16 Addressable Voice Mobile SMS + MMS IM Direct Mail Telephone TV Radio Print Display Display Website SearchOnline Display Landing Pages Microsites Online Video Webinars Affiliate Marketing Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Pinterest TV Radio Print Display Display Website SearchOnline Display TV Radio Print Display Display Website SearchOnline Display Landing Pages Microsites Online Video Webinars Affiliate Marketing 16

Mobile Email SMS + MMS IM Email Direct Mail Telephone0 2012 TV Radio Print Display Display Website SearchOnline Display Landing Pages Microsites Online Video Webinars Affiliate Marketing Blogs RSS

17 What does a Pyme search for in Internet? Clients = Sales = Convertion 17

18 What does the consumer search for in Internet? OMNI SERVICE Suscriptions Goods OMNI CHANNEL NEW CONSUMER Digitales goods and servicess Fuente: Cybersource 18 18

19 Current situacion of supply and demand Omni-Present Consumers evolution Consumers are more clever. Mobile They get more information, are more contact whit technology and get more demanding every day Social Web Web Site Store POS Call Center Store Kiosk Endless19 Limited Source: IBM Global Retail Industry IBM2013 Global Retail Industry ecommerce DAY Marcos Pueyrredon :: Instituto Latinoamericano de Comercio Electrónico einstituto - Source: - Copyright 19

Store POS Call Center Store Kiosk Endless19 Limited Source: IBM Global Retail Industry IBM2013 Global Retail Industry

20 Consumers are getting more added value on each point of contact. They are deconstructing the purchase process Customer Consumer Awareness Browse & Research Purchase Receive Service & Support 20 Source: IBM Global Retail Industry 20

21 To give customers service to all clients as a sole brand, independent of To It s key to the bussiness Research & Browse Out-of-Store Shopping Experience Service & Support Service & Support Service & Support Service & Support Service & Support Collect & Receive Service & Support Transact & Pay Experience Contact Center Awareness Browse & Purchase Receive Research Purchase DecisionIn-Store Shopping Awareness Employee Mobile Service & Support Awareness Browse & Purchase Receive Research Research & Browse Kiosk Awareness Browse & Purchase Receive Research Awareness Browse & Purchase Receive Research Consumer Mobile Awareness Browse & Purchase Receive Research Web Site Awareness Browse & Purchase Receive Research Point of Sale Purchase Decision Transact & Pay Collect & Receive 21 Source: IBM Global Retail Industry 21

22 How the offer satisfie the consumer in internet? Technology The plataform is the product used by clients, the service that we give, and the experience clients live: suitable design, easy to use and databese accessible to all. emarketing Drive trafic and increase conversion rate trafficregistration-transactions, development and clients retention Logistics and y operations Ability for processes triggered in the Front End of the web interface to be resolved correctly on the back-end operations. Positive experience Ability to generate an online shopping experience that meets or exceeds the experience offline

23 The 6 apocalyptic horsemen of the ecommerce Pilars Strategics Marketing mix Technology Safety = Confidence Means of payment Logistics and Operations Client care 23

24 Components of an ecommerce System 1) Domain 2) Hosting 3) Technology 4) Means of payment 5) Logistics operator 6) Internet Marketing 7) Safety 8) Operations 9) After sales care 24

25 Online Business Management Back- end CRM Processing purchase order Front- end shop Taxes External services Domain Provider e- SAC Work flow NoMficaMons External control fraud ERP System PromoMons & Discounts Service Plan Manager Payment Gateway WMS Shopping cart Internal control fraud SSL Provider TMS / LogisMcs emarkemng 25

26 Roadmap: Online Channel B2C Opening Domain Management Hosting Management Management of the Online Channel Development Structure of the online business HR Means of Payments Management Process Logistics Management Process Business Management Process Internal Training Process 26

27 Roadmap Goals ecommerce situacion in America Latina State of the art and its impact on PyMEs The new ecosystem: ecommerce+ Conclusions 27

28 The new ecosystem Online Businesses: ecommerce+ What we call ecommerce + or ecommerce Plus Online shopping positive experience Online sale positive experience Support services Logistics and operations Means of payment Platform Client 2.0 WOM Client satisfaction Fidelity Internet Marketing Conversion rate Online shopping decision ROPO Fuente: 28

29 ecommerce+ The New Ecosystem of online ebusinesses Fuente: 29

30 ecommerce+ The new Ecosystem of the online business Fuente: 30

31 Roadmap Goals ecommerce situacion in America Latina State of the art and its impact on PyMEs The new ecosystem: ecommerce+ Conclusions 31

32 Ecommerce Challenges Exogenous Variables Simplifying the tax and customs regime Overcome the fragmentation of the consumer protection rules. Facilitate dispute resolution and building trust Providing solutions of copyright and trademark management Proving payment systems and logistics. Promote strategies of business orchestration versus value chain" Facilitating the expansion of Offer of products and services sold online Promote the generation of new business models and innovative business strategies (eg network cluster or B2B2C) Promote ebusiness good practices 32

33 We invite you to feel the online business Latin beats 33

34 Muchas Gracias por su atención!!! Marcos Pueyrredon Presidente blog personal: skype: pueyrredonline 34

35 Licencia de Copyleft This document is protected under the license Attribution - No Derivative Works 2.5 of Creative Common ( Copyright 2013 Marcos Pueyrredon <marcos@pueyrredonline.com> El autor permite: Compartir - copiar, distribuir, ejecutar y comunicar públicamente la obra citando el autor No se permite su uso comercial y la realización de obra derivadas, a no sea ser que se obtenga permiso expreso del autor. 35

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