E-commerce

Published by: IDATE

Published: Feb. 1, 2009 - 100 Pages

Table of Contents

1. Introduction

1.1. Definition of eCommerce

B2C

Intermediation platforms: B2B2C, C2C

1.2. Consumption

Increasingly widespread

Increasingly frequent…

Internet user categories

Motives for online shopping

2. eCommerce Value Chain

2.1. The market

A thriving market

Steadily rising sales

Still only a fraction of retail sales

Value of the average shopping cart rising

The most commonly purchased products/services

Typology of eCommerce sites

Most popular eCommerce sites

Traditional retail players

Pure players

Veteran mail order companies

Market growth factors

2.2. etailer cost structure

Revenue structure

Operating account structure

Costs: logistics, IT, marketing, advertising,

payment

Operating revenue

Varied models: affiliate commissions, auctions,

order processing, subscription, ad revenue,

financial gains

Profitable models… despite the current crisis

Profitable businesses, with investment capacities

Impact of the crisis: results down

2.3. Comparative profitability of the offline/online model

Gross margins and operating results

Travel agency sector

Retail chain sector

Distribution of cultural goods

What differences in the business models?

Better profitability in the long term?

Gross margin and net profits

Operating account

What longterm profit levels?

Is the ecommerce model scalable?

3. Challenges and Innovations

3.1. Steering qualified traffic to the site

Affiliation: performance marketing

Advertising: a direct sales channel

Traffic: flash sales

3.2. Making the sale

Shopping suggestions: personalising the offer

Enhancing the shopping experience: rich

media, 3D

Accompanying the purchasing process

The customer service challenge

Virtual agents

Reliable and diverse payment solutions

Online payment: a matter of trust

Development of online credit

3.3. Building customer loyalty

Shipping

Areas for improvement

The etailer/shipper relationship

Web 2.0 building loyalty

Widgets and RSS feeds, communities

4. Opportunities for Operators

4.1. Direct positioning

Extension and offshoot of offline operations

An audiencecentric strategy

TV networks: ABC, ITV, NBC, M6,

ProSiebenSat.1, TF1

Operators: AT&T, Free, Orange, TMobile,

Three UK, Verizon, Vodafone

Internet companies: AOL, Cyworld, Facebook,

Flickr, Google, MSN, MySpace, Yahoo!

4.2. Monetising the audience

Evolution of the adfunded model

Large audience on operators’ sites

eCommerce strategy integrated into the portal

4.3. B2B2C technological solutions

Online payment

Clicktocall

CDN

For each service analysed:

Advantages for etailers

Market: sales, key players

Opportunities for operators

Quantified forecasts up to 2012

Abstract

The e-Commerce market is enjoying double-digit growth, sustained by the ever-growing number of Internet users, their increased familiarity with online shopping and by attractive offers.

This report provides an in-depth examination of e-tailers’ business models, of the challenges and innovations in the e-Commerce sector, along with an analysis of opportunities for operators. Key questions

• How are the leading e-commerce players positioned: pure
players, traditional retailers and mail order companies?
• e-tailers: detailed cost structure. What are the expected
profitability levels for the different business models?
• Online/offline: What differences in profit levels?
• Is the e-commerce model scalable or more akin to classic retail?
• What innovations to respond to new challenges: affiliation, rich
media, flash sales, 3D, click-to-call, virtual agents, widget, social networking, blogs, IM...?
• What opportunities for operators: direct sales, monetising their
audience, B2B2C?
• Key market data and forecasts
for Europe and the United-States up to 2012

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