V E R Z U S W E L C O M E T O - American Marketing ......2020/03/14 · 1 © 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED. V E R Z U S W E L C O M E T O 4 © 2020 SABIR SEMERKANT. ALL

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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.

V E R Z U SW E L C O M E T O

ECOMMERCE SUCCESS

PLAYBOOK

SABIR SEMERKANT03.01.2020 - V1.4

ASK ME [email protected]

NOT FOR DISTRIBUTION

Copyright © 2020 Sabir Semerkant. All rights reserved.Copyright © 2020 Sabir Semerkant. All rights reserved.

WHO AM I?

2

Founder Growth By Sabir

(eCommerce Agency)

Strategic Advisor Matt Higgins, Recurring Guest Shark on Shark Tank

CEO & Co-Founder of RSE Ventures

SVP eCommerce GaryVee & VaynerMedia

Copyright © 2020 Sabir Semerkant. All rights reserved.Copyright © 2020 Sabir Semerkant. All rights reserved. 3

BRACE YOURSELF

LOTS OF KNOWLEDGE AHEAD!

4


THE IMPORTANT QUESTIONS

LET ME ASK

Here are some hard-hitting questions for client

companies to answer to understand what the

eCommerce opportunity looks like.

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Why eCommerce?QUESTION

● B2C eCommerce reached $2.85T worldwide in 2017 and is growing at a rate of 15% year-over-year while US retail store sales have been declining by 5.6% year-over-year

● APAC ($1.75T) and North America ($595B) lead the pack by region in B2C eCommerce

● Still in 2018, brands are still asking “Should we be doing eCommerce? Is Amazon important?” This needs to change ASAP to “How should we be doing eCommerce and how can we win on Amazon?”

● Social and digital advertising drives sales in-store and online and everything is now connected

● Paradigm shift. Consumer is at the center of this universe. Brands are not in control. Retailers are not in control.

● Mobile devices are the computers and the TVs of 2018 and will continue to dominate the consumer experience (CX)

● Voice becomes more relevant in the shopping experience. Currently, it’s $2 billion in 2018 with a projection of $40 billion by 2022.

6


What percentage of your revenue comes from eComm?

QUESTION

$1MM IN TOPLINE REVENUE

$100-$150K (10-15%)eCOMMERCE REVENUE

$20-30K (20-25%)AMAZON REVENUE

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WHY OPTIMIZE AMAZON?

QUESTION

● 55% of all web-based product searches start on Amazon.com (not Google.com)

● 70% of Amazon customers never click beyond page 1 of search results

● 35% click on the first product in the search result● First 3 items account for 64% of the clicks● Increasing Sales Velocity also surfaces the product in

other Amazon features like Trending and Hottest New Releases etc.

● More facts:○ Amazon Product pages typically convert 10%○ Optimized product pages with photos, videos and

enhanced content convert around 40%○ With the retargeting that Amazon does across

Google and Facebook network, this conversion jumps to 80%

● Buyers at other retailers utilize Amazon.com as a product discovery tool into Hottest trending products to make buying decisions in their organization

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HOW CAN I SUCCEED ON AMAZON?

QUESTION

● Establish working relationships with Amazon (Seller v. Vendor) - Hybrid is recommended

● Brand Registry to take control of your brand on Amazon● Rationalize the Product Catalog and consolidate SKUs● Identify “authorized sellers” and remove others through Brand

Registry● Build a “Brand Store”● Establish Amazon FBA (fulfilled by amazon)● Make FBA KPI/Operations data your religion or risk getting delisted● Follow 80/20 Rule. Optimize Top-80% revenue Product Detail Pages

(PDP) with Enhanced Content & Video● Execute Top-80% revenue Certified VINE Reviews (Vendor) or Seller

Reviews (Seller)● Establish Customer Reviews cadence and monitor/engage regularly● Establish Q&A cadence and monitor/engage regularly● Submit “Related Video Shorts” for “Recipes”● Report/monitor progress through Seller Central Reports or Vendor

Retail Analytics (Retail Analytics Premium recommended for long term)

● Use tools like Jungle Scout, Viral Launch, Merchant Words, Unicorn Smasher, Moz keyword exploration, KW Index Checker and Amazon’s Onsite A9 Auto-Suggest

● Use “#” hashtag in front of the search word to see the popularity of variations

For a fully optimized eCommerce, Amazon represents 20-25% of total sales.

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WHY OPTIMIZE B2C DTC?

QUESTION

● Full control over your narrative, consumer experience and branding● First-Party (1P) Consumer data● Remarketing through email and native pixels from Google and

Facebook networks - You cannot do this on other online marketplaces or retailer websites

● Best eCommerce sites have a conversion rate of 2.59-3.7% (2.6-3.7 transactions from every 100 unique visitors to the site)○ Conversion rates widely range among product categories;

Cosmetics/beauty have the lowest conversion rates● Ability to collect as much behavioural data as you like - technical

details like devices/browsers, visitor behavior, traffic sources, conversion detail, product detail, etc.

● Tagging each traffic source allows you to scale your media spend and to improve the RoAS (return on ad spend)

● Understanding the consumer journey is really important in order to continue to profitably build your customer database

For a fully optimized eCommerce business, DTC represents 60-80% of overall eCommerce revenue.

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HOW CAN I SUCCEED ON B2C DTC?

QUESTION

1. Site redesign optimized for mobile, tablet and desktop2. Keep page load < 2 seconds (impacts UX and Google SEO) across all

devices3. SEO Optimize all the visible content4. FREE SHIPPING is a tablestake (See DTC section for details by category)5. Take the “Enhanced Content” from Amazon (see Amazon Tips) and

utilize on your sitea. Text, photos, videos, consolidated product reviews (BazaarVoice)b. If the product is sold through retail stores, introduce Where-To-Buy

(WTB) functionality for consumersc. Consolidate/curate social content from all social channels on your

sited. Integrate blog/video content from YouTube directly on the site and

make it discoverable and searchable6. Optimize On-site Search for relevance7. Streamline purchasing funnel to make it super easy to place first time

order8. Introduce additional payment options: Major credit cards, Credit line,

Paypal, Apple Pay, Android/G Pay9. For replenishment businesses, introduce Quick Reorder by Item, Quick

Reorder from Order History10. Cross-sell feature on-site (PDP, Shopping Cart, Order History))11. Triggered email CRM based on buying behavior with quick reorder and

cross-sell feature (Bluecore)12. Build out a robust eCommerce channels:

a. Organic channels: Organic SEO, Email/CRM marketing, Affiliate marketing,

b. Paid channels: Google Adwords, Google PLAs, Facebook, Instagram, Twitter, YouTube, Pinterest, Comparison shopping engines, etc.

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WHY OPTIMIZE RETAIL PARTNERS?

QUESTION

● 67% of US smartphone users complement product research via smartphone with in-store visits

● Webrooming and Showrooming is growing. Almost half (46%) of US young shoppers researched products digitally and bought in-store versus one-third (32%) researched in-store and bought online

● By 2020, US adult internet users want to: (1) Have access to products/sizes in-store without engaging a sales associate (62%), (2) Virtually view how furnishings and decor fit in a home prepurchase (55%), and (3) Compile a shopping list on a store’s app and receive a map to locate products in-store (54%)

● BOPIS (buy online pickup in-store) is gaining a lot of momentum among younger shoppers - 87% of US millennial internet users have bought via smartphone and picked up in-store versus 79% of US Gen X internet users have bought via smartphone and picked up in-store

Your brand and products are getting BILLIONS of impressions across all the retail partner sites and if you are not optimized on their shopping platform, you are missing on a lot of sales and branding opportunity

For many CPG (consumer packaged goods) and HPC (health & personal care) brands, optimizing retail partner sites is a low-hanging fruit that can increase sales in-store and on the retail partner’s shopping website and/or mobile apps

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HOW CAN I SUCCEED ON RETAIL PARTNER

SITES?

QUESTION

● Most retailer sites have been following in Amazon’s footsteps so if you build enhanced content, photos and videos for Amazon, you can utilize most of your content on the retailer’s site (See HOW CAN I SUCCEED ON AMAZON slide)

● Most retailers offer digital co-op marketing (via trade dollars) on their sites and apps, smarter brands seek out these opportunities to utilize the retailer’s email marketing capabilities, on-site sponsored ads and Google/Facebook advertising opportunities to increase sales

● Localized and geo-targeted sponsored ads can drive in-store sales and online shopping/product discovery

● Identify BOPIS retailer programs and make sure that your product is eligible for online ordering and store pickup - specially if your product is going after the US Millennial shoppers

● Identify mobile sponsored ads and mobile opportunities with the retailer to engage the consumer for product discovery, awareness, education and purchase

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WHY OPTIMIZE CONNECTED COMMERCE?

QUESTION

● Voice commerce is HUGE! Currently, $2 billion across the US and UK and projected to grow to $40 billion by 2022

● Voice search is projected to grow 1,900% and will account for HALF of all searches

● 30% of browsing sessions will not involved a display screen● Voice search and shopping is currently a closed system. Alexa is

on Amazon while Google Home is open to a select roster of retailers like Walmart, Costco and Bed, Bath & Beyond. It becomes super important for brands to optimize their product listings for voice discovery on these retailer platforms

● Being the first product returned in voice search or voice shopping becomes more important compared to the first page of search results on a desktop or mobile site

● 25,000 Alexa Skills in January 2018 compared to 7,000 in January 2017

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WRITE HEREYOUR NICE TITLEABOUT YOUR SERVICES

Y O U C A N W R I T E H E R E

A company is an association or collection of individuals, whether natural persons, legal

persons, or a mixture of both. Company members share a common purpose and unite in

order to focus their various

We will define what

eCommerce means and how to

conquer it to scale/grow your

brand.

INTRODUCTIONWe tackle all the foundational

blocks that need to be

addressed, fixed and optimized.

The plus-ups puts your brand on

fire and increases conversion

rate across platforms.

DEEP DIVEImportance of collecting various

types of data and building out

your CRM.

DATA & CRMThis is the recommended

timeline for the next 365 days of

your life.

NEXT STEPS

01 02 03 04

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INTRODUCTION TO GROWTH HACKING IN ECOMMERCE

GETTING STARTED

We will define what eCommerce means and

how to conquer it to scale/grow your brand.

16



UNCERTAINTY

OPTIMIZING THE CONSUMER JOURNEY FROMUNCERTAINTY TO CERTAINTY

CERTAINTY

BASICS• Product Discoverability (SEO, Onsite Search)• Product Info• Photos / Videos• Transparent Pricing• Product Highlights• Enhanced Content• Store Associate Training

PLUS UP• Reviews / Ratings• Q & A• Social validation (Influencers, Friends, Family)• UGC Videos / Unboxing• Promotions• Additional Context/Uses/Recipes (Fashion v. Function)• Trial / Return Policy• Purchase / Payment• Buy online/ship, Buy online/pickup, Buy in-store/pickup, Buy in-store/ship (out of stock)

ECOMMERCE EXPERIENCE OPTIMIZED

+STORE

EXPERIENCE OPTIMIZED

DISCOVER EXPLORE BUY

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ONLINE PURE PLAY

ON-DEMANDAMAZON CONNECTED

COMMERCE BRAND.COM (B2C)

MEDIA & INFLUENCERS

REVIEWS & CRM

BRAND

RETAIL.COMCLICK-N-COLLECT

CONTENT + COMMERCE MUST COME TOGETHER FOR A GREAT SHOPPING EXPERIENCE

WHOLESALE PORTAL (B2B)

DEFINING THE HOLISTICECOMMERCE ECOSYSTEM

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RETAIL PARTNER SITES

ECOMMERCE CHANNEL #1

This channel contains all of your brick & mortar retail channel partners that also have a shoppable eCommerce

website(s). You need to identify the foundational opportunities like product listing to organic marketing

opportunities to paid marketing opportunities.

For example, Steiner Sports.Started by Brandon Steiner in 1987 with $4,000, a Mac

computer and an intern, Steiner Sports is now the largest company of its kind in America. The company specializes

in helping companies use the power of sports to grow their business and has spent over 25 years building relationships with more than 2,000 athletes, national relationships with the major sports leagues and partnerships with the best

teams in sports. These relationships are the foundation for the unique sports experiences they provide. Steiner Sports

is also the leading producer of authentic hand-signed collectibles.

SteinerSports.com

https://steinersports.com

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ONLINEPURE PLAYS


This channel contains all of your online pure play retailers who only have website(s) and/or mobile apps and do all of

their marketing and customer acquisition through digital/social platforms. First, you need to make sure that

your product catalog is setup properly. Then, identify organic and paid marketing opportunities. The online pure

play tend to be more digital savvy as this is the only mechanism they know to grow and scale their business.

They tend to be more willing to take risks with campaigns with you and are better setup to handle changes quicker than the retail partner counterparts. Also tend to be more niche/specialty players. Shoppable posts on social media

platforms also falls in this category.

For example, Lax.com is a niche player while Fanatics.com is a sports-related licensed merchandise platform.

Founded in 2000, LAX.com quickly set the bar for online retailers becoming the top e-commerce destination for the growing sport of lacrosse. In February 2010, LAX.com was

acquired by a seasoned team of entrepreneurs and dedicated lacrosse players and coaches committed to

taking the business to the next level.The LAX.com warehouse also includes an artificial grass

surface that we use for product testing and some serious demo's.

LAX.com Fanatics.com

https://lax.com

https://fanatics.com

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AMAZONECOMMERCE CHANNEL #3

This channel contains everything related to Amazon. Amazon offers many selling and marketing opportunities on amazon.com and across amazon network and devices.

The basics of this platform needs to be conquered first and you need to quickly move into the “plus ups” rapidly in order to grow and scale your business on this platform.

Amazon also affords a tremendous brand impression since Amazon has 120+ million active shoppers in the US every

month.

Amazon is the #1 Internet Retailer in the US and many other regions of the world. Amazon provides you with a

very robust selling platform. You can have a vendor relationship with Amazon similar to other retail partners or

you can be a seller on the platform. Amazon also offers variety of fulfillment options: FBA (fulfilled by amazon),

Seller fulfilled or Seller Prime Certified fulfillment.

On the marketing end, amazon offers AMS for bidding on keywords on the platform for sponsored ads. For more

sophisticated vendors, amazon also offers AAP/AMG option that allows to build audiences on amazon, facebook and

google platforms within the amazon ad platform.

amazon.com

https://amazon.com

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CONNECTED COMMERCE


This channel contains all connected devices like amazon alexa, google home to connected packaging in a retail

setting that allows interaction with your brand.

For the commerce end of the connected devices, we will focus on optimizing our shopping experience on the

platform to make sure that your products surface to the top when a consumer asks Alexa for something specific

that relates to your product category or a team.

We may also explore “skill development” on this platform across the devices to give our consumers a more

immersive shopping experience.

amazon.com

“Alexa, order a case of Pepsi”

https://amazon.com

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BRAND.COM(B2C)


This channel contains all the direct-to-consumer sites or mobile apps allowing the end-consumer to purchase

directly from your brand.

For your brand, there may be multiple shoppable websites or apps: consumers, prosumers and custom.

Shopify and Shopify Plus platforms are feature-rich SaaS platforms that bring a lot of eCommerce functionality to businesses to help them grow and scale quickly sans the

big cost of owning a platform.

This section is quite extensive (see specific section for details).

shopify.com/plus

https://shopify.com/plus

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WHOLESALE(B2B)


This channel contains all the B2B customers that buy from the brand: resellers, distributors, schools, colleges,

companies, non-profit organizations, etc. Typically, this type of a customer buys in bulk for their entire team.

For your brand, there may be multiple B2B shoppable websites or apps as outlined above.

For entry-level B2B sites, we recommend Shopify Plus platforms. They are feature-rich SaaS platforms that bring

a lot of B2B eCommerce functionality to businesses to help them grow and scale quickly sans the big cost of owning a

platform.There are B2B marketplaces that would allow us to sell the

product to a wider audience. For instance, Amazon Business, Oberlo. There are also drop-shipping type B2B

platform integrations that would make the product available to more retailers and online pure plays whereas

your brand does the dropshipping.

This section is quite extensive (see specific section for details).

shopify.com/plus

https://shopify.com/plus

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DEEP DIVE INTO EACH ECOMMERCE CHANNEL

TAKING A

We will take a deep dive into each of the main

eCommerce channels to identify the CRAWL,

WALK and RUN stages to owning the channel.

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WORLDWIDE ECOMMERCE SALESECOMMERCE IN NUMBERS

Major eCommerce markets and eCommerce as % of sales

NORTH AMERICA

10%$565B WESTERN

EUROPE

9%$398B

ASIA-PACIFIC

18%$1.75T


27

WORLDWIDE ECOMMERCE SALESECOMMERCE IN NUMBERS

APAC leads in total retail sales and also in eCommerce sales at $1.7 trillion while North America (mostly US) is $564 billion

though NA is a more a mature market.

In totality, eCommerce is in its infancy, though it’s 24 years old in 2018.

NOTE: WE WILL COVER US ECOMMERCE SALES HERE BUT WE CAN DIG INTO ANY MARKET FOR DATA


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US RETAIL ECOMMERCE SALESECOMMERCE IN NUMBERS

Total Retail eCommerce Sales has been growing 13-15% year-over-year.

Top analysts are aligned on the growth from present to 2022 at a rate of 13% going forward.

A lot of categories have not grown yet from eCommerce perspective.

Currently, eCommerce sales as a total of Total Retail is projected to reach 15% by 2022.


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ECOMMERCE SALES BY CATEGORYECOMMERCE IN NUMBERS

One of the smallest eCommerce sales category is Food & Beverages is projected to be one of the biggest growth sectors with a

growth rate of 18.1%. Next is Furniture & home furnishing at 18.2%.

Both of these categories have made tremendous improvements in recent years to overcome their biggest hurdles:

direct-to-consumer order fulfillment & shipping/handling. Major players are putting a lot of investments in 2017-2018 to

address this challenge and to get huge market shares.


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MOBILE IS GETTING HUGE!ECOMMERCE IN NUMBERS

eCommerce sales via Smartphones is projected to hit almost $150 billion at a growth rate of 44%.

eCommerce Sites need to be mobile-optimized first.

By 2022, mCommerce sales are projected to be $435 billion.


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IMPACT OF HOLIDAY SALESECOMMERCE IN NUMBERS

Holiday Season Sales represent 23.5% of overall eCommerce Sales, whereas, in traditional retail, it’s 18.7% of total retail sales.

Holiday eCommerce Sales are in-line with total eCommerce growth at 15%.

©2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.

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MOBILE APPS ON CYBER MONDAYECOMMERCE IN NUMBERS

Wish mobile app is the most active. More active than Amazon and eBay combined. Both Amazon and eBay has taken noticed,

as Wish is projected to surpass $2 billion in revenue this year (2018).

WISH MAY BREAK $2 BILLION IN REVENUE THIS YEAR: Wish, the e-commerce startup that specializes in discounts and mobile shopping, raked in over $1 billion in revenue for the first time in 2017, CEO Peter Szulczewski told CNET. And, after doubling revenue in every year of its existence — it was founded in 2010 — Szulczewski says Wish is on track to repeat the trend in 2018. The startup has also attracted 75 million monthly active users as of April, has more than 1 million merchants on its marketplace, and boasts a product selection that's eclipsed 200 million items. - 06/12/2018, Business Insider Intelligence


http://e.businessinsider.com/click/13533885.4176/aHR0cHM6Ly93d3cuY25ldC5jb20vbmV3cy9zaG9wcGluZy1hcHAtd2lzaC1pcy1idWlsZGluZy1hLXJldGFpbC1lbXBpcmUtb24tMi1zdW5nbGFzc2VzLw/57dab87e0aea116e518b50d7B62aeb828

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THE PLAYERSRETAIL PARTNER SITES

Here are some retail partner sites across products categories

Your brand receives BILLIONS of impression across this universe. You have to be optimized on every platform - both

organically with content and branding, and via paid media/trade dollars digitally.

Optimizing these digital platforms also drives in-store retail traffic and conversion.




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OMNICHANNEL SHOPPINGECOMMERCE IN NUMBERS

We are all connected thanks to smartphones and social media. Retailers that understand and implement strategies that cater

to this understanding will win big. For brands, they have to make sure that they are fully optimized on the retail partner sites

(both desktop and mobile) in order to maximize the revenue production from the retail partner - both in-store and online. For

most retail partners, they are following in the footsteps and best practices from Amazon.

Back-end technologies will revolutionize supply chain and fulfillment.

Showrooming won’t be a problem—it’ll be the reason for many stores to exist. However, the integration has to move beyond simply merging online and offline merchandising and sales attribution.

Amidst globalization, localization will grow more important. Store merchandising will become more local. Location-targeted ad spending will double between 2017 and 2021.


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CONSUMER DECIDES WHERE TO SHOP AND WHERE TO MAKE THE PURCHASE

ECOMMERCE IN NUMBERS

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MOBILE PLAYS A HUGE ROLE IN DIGITALLY INFLUENCED IN-STORE SALES


40

CONSUMERS WHO USE MORE CHANNELS TO ENGAGE RETAILERS ARE

MORE LIKELY TO PURCHASE WEEKLY


● This is even more pronounced for in-store purchases

● Engagement channels include things like ads, social media and email newsletters

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THE PLAYERSONLINE PURE PLAYS

Here are some online pure plays (sites and mobile apps) across products categories

Your brand receives BILLIONS of impression across this universe. You have to be optimized on every platform - both organically with content and

branding, and via paid media/trade dollars digitally. Online pure players tend to be more digitally savvy than their retail counterparts.

Optimizing these digital platforms also drives in-store retail traffic (for instance, Instacart powers Costco same-day delivery) and conversion.


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WHY AMAZON IS A BIG DEAL


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AMAZON IS WHERE ONLINE SHOPPERS START SEARCHING

50%of buyers today use

Amazon as their first stop for

product searches

Amazon owns 71% market share

of voice home devices

And by 2020, voice will be

50% of all searches

4Xgreater than

Walmart.com

Amazon.com’s traffic is


46

...AND WHERE THEY ULTIMATELY MAKE A PURCHASE

70%of all online

growth in the US came from Amazon in

2017

3rdlargest grocer

behind Kroger and Walmart by 2021

44%of ALL online

retail sales went through

Amazon in 2017Amazon will be the

50%of all holiday online sales

went through Amazon in 2017

18%of all online grocery

sales

Amazon represents

Top growth categories were luxury beauty,

Pantry, grocery, and furniture


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AMAZON PRIME MEMBERS ARE LOYAL & SPEND MORE

Paid subscription service that gives members access

to free 2-day delivery,

streaming video and music, and

other benefits for a monthly or

yearly fee

64%of all US

households

Amazon now has

$700more per year than

non-members

Prime members spend on average

about


48

THE AMAZON ECOSYSTEM IS VAST (AND KEEPS GROWING)

OWNED PROGRAMS

PHYSICAL

CONSUMER ELECTRONICS

ONLINE SERVICES

DIGITAL PROPERTIES

PRIVATE LABEL BRANDS(80 Total)


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ALEXA, BEAM ME UP!ECOMMERCE IN NUMBERS

Two-thirds of US smart speaker users will use an Amazon Echo in 2018, but its share of the market will shrink as uptake of

Google Home and other speaker brands grows. This year, for instance, 28.2% of US smart speaker users are expected to

make at least one purchase via voice command, equivalent to 6.3% of the population. Between 2017 and 2018, the number

of US smart speaker buyers will double to 17.2 million.

Voice Shopping is $2 billion across the US and UK today - estimated to grow to $40 billion by 2022.


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ALEXA, LOOK WHO’S TALKING?ECOMMERCE IN NUMBERS

Currently, the user penetration is more male than female (20% v 16.8%) and much younger Millennials (34.3%) over older

generations - GenX 25% versus Baby Boomers 11.3%. Audio listeners over-index at 74% as the most popular activity but

shopping is on the rise, currently at $2 billion across US and UK and forecasted to grow to $40 billion by 2022.


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ALEXA, WHATCHA DOIN?ECOMMERCE IN NUMBERS

Doing Online Searches is the most popular activity in the US (69%) and Worldwide (60%).

Researching a product in which I am interested is the next most popular activity (53%) US and (51%) Worldwide - a very

strong signal that voice shopping is set to SKY ROCKET TO THE MOON making it a strong strategic eCommerce platform

that brands need to be optimizing right now in 2018.


Breakdown of American smart speaker usage from National Public Radio and Edison Research

https://www.nationalpublicmedia.com/smart-audio-report/

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ECOMMERCE HOSTED PLATFORMSB2C ECOMMERCE SITE FOR BRAND.COM

Builtwith.com, an online tech usage statistics site, reports the following eCommerce hosted solution usage among the Top 100,000 eCommerce sites on the web.

Missing from this list is Magento because it is NOT a hosted platform. Magento powers 790,465 sites compared to Shopify at 890,000 sites (as of June 2018). Wix

Stores is gaining momentum among sites ranking beyond 100,000+ (the smallest sites) and these sites are switching between Shopify and Wix Stores evenly.

Shopify is the leader at 36% of the Top 100,000 sites and among the entire internet powers 890,000 sites. Second is BigCommerce at only 13%.


Other Display Social Email Affiliate Paid Search

Free Search

Direct

1% 1%

A HEALTHY BREAKDOWNFor Established eCommerce Businesses, 3-5 Years In

US E-Commerce Orders, By Referral Channel

20172016

23%

19%

6% 6%

1% 1%

14%

16%

13%

16%

18%

20%

24%

21%


☝ Data is from the May 2018 Monetate "Ecommerce Quarterly Report: Q1 2018." The report analyzes a random sample of billions of digital shopping experiences using same-store data across each calendar quarter. An experience refers to any interaction wherein a consumer visits a site. Averages throughout the report are calculated across the entire sample. Key performance indicators, such as average order value and conversion rate, vary by industry and market type. These averages are published only to support the analysis in each release of the report and are not intended to be benchmarks for any ecommerce business. Monetate is an internet marketing services company.

CONVERSION: NEW + EXISTING

EDUCATION & (RE)CONSIDERATION: NEW + EXISTING

PRE-PURCHASEOrganic + Paid“Lead Generation”

PURCHASE INTENTPaid Media“Lead Qualification”

PURCHASEPaid + eCommerce + Retail“Customer”

BRAND EQUITY & AWARENESS: NEW CUSTOMERS

POST-PURCHASECRM Loyalty & Remarketing

“Repeat Customer”

ILLUSTRATIVE

MANAGE THE FUNNEL PROACTIVELY


1. Upload your product catalog

2. Place Facebook pixel on your site

3. Create a dynamic template

4. Turn on dynamic ads

HOW IT WORKS

SPOTLIGHT: FACEBOOK’S DYNAMIC PRODUCT ADS

75% of shoppers who abandon carts say they plan to return to a retailer's website to make a purchase


SPOTLIGHT: FACEBOOK & YOUTUBE’S SHOPPABLE VIDEOS

● Feature + enable product purchase while relevant video is streaming

● Link directly to product detail pages or transact without leaving the platform

HOW IT WORKS


59

IMPORTANCE OF FREE SHIPPINGB2C ECOMMERCE SITE FOR BRAND.COM

Consumers have come to expect FREE SHIPPING in certain product categories specially luxury apparel (92%) and on average 65% across all categories.

Online retailers need to offer free shipping in some capacity in order to stay competitive: everyday free shipping to promotional free shipping.

UPS SurePost and FedEx SmartPost are good economical options for free shipping but have longer delivery times (7 to 10 business days).

Amazon Prime offers a 2-day delivery option as part of the overall Amazon Prime program (paid).


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NEXTSTEPS

SO WHAT’S NEXT?

This is the recommended step-by-step to

success in eCommerce.

DON’T ATTEMPT TO BOIL THE OCEANThink long term, but focus on low hanging fruit

Embrace Amazon and Direct to Consumer

Invest in collection & analysis of consumer data

WHAT NOW?

1

2

Media matters: pay to play, and know where your dollars are going

Never stop testing and optimizing

Change with the market or risk irrelevancy

3

4

5

6


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FOUNDATION

CRAWL

Lay or fix the foundation

for your eCommerce

ecosystem. MVP is DTC

and Amazon. Test paid

media channels.

SCALE MEDIA & CHANNELS

WALK

Scale the media that you

have tested in the crawl

phase in DTC and Amazon.

Explore more channels like

retail partner sites and

pure plays. Test paid media

channels with these new

channels.

SCALE & B2B

RUN

Scale all the media in all

the established channels.

Lay the foundation for B2B

portal and eCommerce.

Test out CRM and paid

media for B2B channel.

SCALE EVERYTHING

TO THE MOON

Scale all the media across

both B2C and B2B

channels.

STEP-BY-STEP TO SUCCESSROADMAP RECIPE

It is super important for brands to create a roadmap and start executing

against it. Test, learn and optimize should become your daily rituals

whether you are launching a specific channel or scaling the paid media.

And always - data is king. Collect it, measure it and optimize against it.



Q&A

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ASK ME [email protected]

65


Thank You

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