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No one understands e-Commerce
@ecommretailBarcelona April
24th 2010
Agenda• 1. Meet the curtain raisers
• II. Cognitive dissonance
• III. 3 bottlenecks to progress
–User interfaces
–Customer service
–Payment systems
• IV. Conclusions
• V. A new hope?
• VI. Q & A
Meet the curtain raisers@abarrera
Addicted to Silicon Valley, returns every year to cope with Spain
Founder @Inkzee and Resident Hacker @TetuanValley
alwaysnewmistakes.com
@luisriverag
Wrote business plans with clickballs before dotcom burst
Startup advisor and investor @OkuriVentures and @TetuanValley
luisriverag.com
Reward $100k
“buying and selling of products or services over electronic systems such as the Internet and other computer networks”
Wikipedia
5
“[...] Commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design and collaboration on the World Wide Web.”
Wikipedia
Cognitive dissonance
The excuse• Visitors don’t come to
my site because Internet usage is low and the advertising agency ripped us off
• Spaniards don’t like to enter their contact details
• People don’t complete purchases because they are afraid of entering their credit card
Reality• Your proposal is wrong,
even the smallest niches can be profitable online
• Site blinks “I’m going to spam you”
• User experience is so bad only hackers can find their way through some websites
USER INTERFACE FAIL
Circa 1992
Circa 2005
Circa 2007
FAIL
?
WTF!!
CUSTOMER SUPPORT FAIL
WTF (again)
Hours??
WTF (again)
0
250
500
750
1000
Millones d
e dolares
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Zappos Annual Revenue
PAYMENT SYSTEMS FAIL
2006
3M customers
+55 M €
CONCLUSIONS
• e-Commerce doesn’t work in Spain because customer experience and payment systems are subpar
• Real success cases have quickly shifted to larger markets (Privalia vs Barrabes) but most of us still “think small”
• We are missing out the Latin American opportunity
THANK YOU!!
Q & A
[email protected] (@abarrera)[email protected] (@luisriverag)
http://www.slideshare.com/luisriverag
