Levers, approaches and results of online marketplace pricing

2

AGENDA

Source: Strategies for Two-Sided Markets (Thomas Eisenmann, Geoffrey Parker, and Marshall W. Van Alstyne), 2006

Top strategic challenges for Two-Sided Markets

2 Cope with winner-take-all competition!

Avoid envelopment! 3

1 Get the price right!

Focus of today

3

AGENDA

4 Quelle: Boston Consulting Group's e-friction index 2013

5 Quelle: Y&R «MUI Index» 2014 + Cross-Channel Studie 2014, HSG

6 Quelle: Boston Consulting Group's e-friction index 2013

7 Quelle: A.T. Kearney Marktstudie

8

9

IT-Kompetenz: fehlende Fachkompetenz und

mangelnde personelle Abdeckung zentraler Themen wie

z.B. UX Design, mobile und Front End Development

Investitionen: signifikante Anfangsinvestitionen in

technische Voraussetzungen (Hard- und Software)

sowie hohe laufende Kosten (Wartung, Aktualisierungen,

etc.) sind im kleinen Markt schwer zu amortisieren

Online Marketing Know-how: fehlende Erfahrungen

und mangelnde Expertise im Umgang mit neuen Online

Marketing-Kanälen bspw. Re-Targeting, SEO und PPC

Business Intelligence: Big Data stellt völlig neue

Anforderungen an die strukturierte Erhebung,

Auswertung und Interpretation von Online-

Geschäftsdaten und -kennzahlen

10 Quelle: GfK Switzerland, VSV ASVAD, 2014

11 Quelle: bvh «Interaktiver Handel in Deutschland» 2013 + ECC

12 Quelle: DWH ricardo.ch und ebay.de Impressum

13

1999

2000

2012

2009

2014 2015

2008

14

15

Quelle: http://www.similarweb.com/country/switzerland 19.09.2014

16 Quelle: DWH ricardo.ch

17

18 Quelle: DWH ricardo.ch

19 Quelle: DWH ricardo.ch

20

21

22

Handelszeitung, 12.06.2014

23

AGENDA

-20%

-10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

0.1 1 10

Property Cars

24 Quelle: Handelsverband Deutschland 2013, company information, Nielsen media research, Google ad planer, industry reports, broker research, comScore

Relative market share (x unique visitors of #2)

EBITDA margin (%)

Squarefoot

Immonet Immowelt

Idealista

AutoScout24 Zilow

mobile.de

Autotrader US

Autotrader UK

SeLoger

Funda

Blocket

Carsales

Rightmove1)

ImmoScout24

25 Source: Simon-Kucher project database

0

400

800

1'200

0 20 40 60

Beispiel: Immobilien Portale Deutschland

Price (in €)

# of objects

0

400

800

0 30 60 90 120 150 180 210 240 270 300

Beispiel: Auto Portale Deutschland

Price (in €)

Avg. # of ads/months

1

2

3

1

2

26 Source: Simon-Kucher project database

Criteria Importance (% naming among top 2) Description

Sales volume Quantity, speed of selling, selling

price

Fees Insertion fees, feature fees,

commission fees

Selling

environment

Unpaid items, returned items,

payment process, cross-selling,

repeat business generation

Operational

costs

Easy/fast listing, simple shipping

process, low effort for customer

support

59%

59%

45%

35%

- 26 -

Importance of decision criteria for sellers in platform choice (marketplace)

"I list the item

where I can sell it

at the highest

price!"

27 Source: Simon-Kucher project database

*NPS = Net promoter score

Customer satisfaction & reach:

Example: Large online shops/platform

Customers' shopping club spending share

Customer satisfaction measured by NPS* Customer satisfaction measured by NPS*

Reach (% of visitors on website)

Customer satisfaction & market share:

Example: Online shopping clubs

28 Source: Simon-Kucher project database

Importance of decision criteria in online shop decision

Criteria Importance

% naming among Top 5

Description

Price Low base price, low shipping fees

Convenience

(process)

Fast shipping, simple pick-up and

return, extended return fine

Assortment Broad/deep assortment, good

availability

Safety (trust) Positive shop reputaion, safe

payments

Finding Good usability/finding,

recommendations

Extra services Extended warranties, insurances

Rewards Loyalty rewards, discounts

Multi-channel Possibility to see and touch items in

store

Indirectly

influenced by

marketplace

and pricing

72%

46%

37%

35%

22%

4%

2%

1%

29

•

•

•

•

•

•

30

AGENDA

31

Offer shown to sample 1

Price €19

Plus surcharges €54

Total price €73

Offer shown to sample 2

Flight: Frankfurt - London

Services: Basic

Price €49

Plus surcharges €24

Total price €73

Flight: Frankfurt - London

Services: Basic

Question: “Do you agree, that this is good value for money?”

91% 55%

Beispiel: low cost carrier

Source: Simon-Kucher project database

32

Seller

Typical

marketplace

price

components

Subscription

Exposure

Visit

Sale

Payment

Insertion

Platform price components

Subscription fees

Feature fees

Cost per click

Commission

Payment fees

Insertion fees

33

34

•

•

•

•

•

•

•

•

•

•

-30%

-20%

-10%

0%

10%

20%

30%

40%

27%

25%

21%

48%62%

13%

35

Listing Fees 25%

Promo Fees 27%

Success Fees 48%

Vor “Abacus”

Listing Fees 21%

Promo Fees 13%

Success Fees 62%

PLP 4%

Nach “Abacus”

2014 2013

36 Source: DWH ricardo.ch

37 Source: DWH ricardo.ch

38 Source: DWH ricardo.ch

39

First step in August 2013

Changing fee structure to a more «back-end loaded» revenue model did work (revenue shift & b2c business

growth)

Second step in July 2014

Differentiating success fees per category and seller type (private vs.

pro)

"Wow, 10% is cheap"

“I cannot afford 10% "

Clothing seller (>40% Marge)

Electronics Seller (<7% Marge)

40

Kategorien-

Familie

Abschluss-

gebühr Prof.

(%)

Abschluss-

gebühr Privat

(%)

Sammeln 6.5%

8%

Elektronik 6%

Medien 5%

Mode, Schmuck &

Beauty

9%

Hobby, Sport &

Spielzeuge

7%

Haus & Büro 8%

Tickets 8%

Fahrzeugzubehör 6%

′

′

41 Source: DWH ricardo.ch

42 Source: DWH ricardo.ch

43

•

•

•

•

•

44

AGENDA

AGENDA

45

Weisheiten des Tages

46

2

1

3

4

5

6

7

47