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Slides from a presentation giving an overview of ecommerce for small and medium businesses including Distribution, Customer, Service, Accounting, SEO, Social Media and Web Analytics.
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eCommerce
More Visitors!
More Customers!
More Sales!
Presented by
Philip Oakley
Outserve Limited
http://uk.linkedin.com/in/philoakley
http://outserveweb.com
http://facebook.com/outserveweb
http://twitter.com/outserveweb
Agenda
• Distribution, Customer Service & Accounting• Online Payments• Multi-Channel Strategies• SEO and Social Media• Web Analytics
• Coffee Break 11.15
• Wrap up 12.50
Aim
Definition - eCommerce
Commonly known as eCommerce or e-commerce, consists of the
buying and selling of products and services over electronic systems
such as the Internet and other computer networks.
-http://en.wikipedia.org/wiki/Electronic_commerce
Examples
• General goods – Books, CD, DVD’s Toys• Food, Perishables• Live Animals• Services - Online• Services - Physical• Digital Products• Mesh Products
Digital Products
• Software/apps• In App Purchases• Music/Audio (Podcasts)• Video/TV/Vidcast• Training Materials• E-books• Stock Photo/Video
Mesh Products
• Do not rely on ownership• Shared Physical/Digital Products• Examples
• LoveFilm
• Spotify
• Streetcar (Zipcar in the US)
• Safari Books online
Selling
• Website eCommerce solution• Proprietary system – Shopify• Open Source – Magento• Open Source CMS plugins WordPress, Drupal, Joomla• Integrated System
• SME - BrightPearl WinWeb
• Enterprise – Oracle, SAP, IBM
eCommerce UK Growth
• 54% of UK consumers buy online today• Forrester predicts that online shoppers will increase from
31m today to 40m in 2014• UK online shoppers outspend EU and USA counterparts
How much is the UK eCommerce Market worth?
YouTube - The Connected Kingdom.mp4
DISTRIBUTIONDistribution, Accounting and Customer Service
Distribution
• Storage• Stock Control• Wrapping/Packing• Delivery
• UK
• Europe
• Rest of the World• Lost and Returned
Shipping - SWOT
• FREE!• International• Options• Make it clear• Threats
• Royal Mail strikes
• Weather
• International issues
Free Postage
• Critical customer decision factors• Build it into costings• Offer FREE ‘low cost’ option• Avoid over charging criticism• ‘Minimum Order Value’ - increase sales• Offer Premium delivery as well• International Postage is cheap• ‘Free Postage’ club – e.g. Amazon Prime• Multiple orders (offer quantity discounts)
Delivery Services
Parcel Point
CUSTOMER SERVICEDistribution, Accounting and Customer Service
Customer Service
• More important not less• User Friendly Site• Clear Polices• Shipping Terms• Good photos (not misleading)• FAQ’s• Shopping Experience
When things go wrong
• Put a Name/Voice/Face to customer service• Speed of response• Apologise/take responsibility• Social Media/Networks• These are your customers
What should be on an eCommerce website
BY LAW RECOMMENDED
7 Customer Service Tips
• Call your customer and Thank Them• Include a hand written ‘Thank You’ note• Upgrade shipping for free• Refund the postage with voucher• Include something free (sample)• Include a printed coupon
ACCOUNTINGDistribution, Accounting and Customer Service
Accounting
• All UK Tax Laws apply to UK businesses• All UK law applies to exports• All relevant laws apply in country of destination• VAT threshold £70,000 12 months• VAT100, EC Sales List, Intrastat• Exports outside of the EU (CN22/23)
Customs declaration completed for all:
• Outside the EU• BFPO (British Forces)• Also
• Channel Islands- Jersey, Guernsey, Alderney, Herm and
Sark
• Andorra
• Canary Islands
• Gibraltar
• San Marino
• Vatican City State
Under £270 – CN22
Over £270 – CN23
Components of eCommerce
Accounting System Integration
+++
ONLINE PAYMENTS
Online Payments
• Visa/Master Card/Amex• PayPal• Google Checkout• SagePay• RBS WorldPay
• PayPal is not a UK Bank• Headquartered in Luxemburg• Covered by Luxembourg Finance regulations• Frozen accounts are common• Seller protection• Buyer Protection
Tips – online payments
• Know your fees• Know your terms• Understand your customer
What payments do people use?
MULTI-CHANNEL SELLING
Marketplaces you can sell on?
• Launched 1995 (UK 1998)• Launched Market Place 2000 (UK 2002)• Has sites in US, UK, France, Germany, Japan, China
Canada• Sells to even more countries• Amazon A-Z guarantee• Sales 2010 $34B (2009 $25B)• Christmas ¼ increased 36% 2009-2010
• Amazon Marketplace• Manage the whole online purchase process• Including payment• Amazon Fulfilment -Stock, Pick, Pack, Wrap, Deliver• Amazon Fulfilment -Customer service• Feedback system
Amazon Stores
Amazon Fees (December 2010)
• Set Monthly store fee £28.75 • Listings are free• DVDs/Books/CD’s – 17.5% of sale + small fee• Everything else is 8.05%-28.75%• Standard 17.5%• No payment charges
Amazon Seller Central:
https://sellercentral.amazon.co.uk
Self Publish on a Kindle
• 70% Royalty – Price £1.49-£6.99• 35% Royalty – Price £0.75-£120.00• Delivery cost 10p per mb• Kindle for :
• Kindle
• iPad, iPhone, iPod touch, Mac,
• Blackberry, and Android
Kindle Publishing - https://kdp.amazon.com/
“We seek to be Earth’s most customer-centric company for three primary
customer sets: consumer customers, seller customers and developer
customers.”
• Launched 1995 UK 1999 (Now in 37 countries)• 14 million active users UK• 10 million items for sale• Auctions in decline• eBay re-inventing itself
• Fixed Price
• Outlets
• Attracting business large and small• 20% Growth in Businesses in 2010
eBay fees (+PayPal fees)
• Basic eBay Shop – 14.99 per month• Insertion fee of 20p per item• Up to 49.99 @ 9.99%• £50 – 599.99 @ 5.99%• Over £600 @ 1.9%
• PayPal• 3.4% + £0.20 GBP per transaction
Ebay Business Centre –
http://pages.ebay.co.uk/businesscentre
Amazon vs eBay Fees
• Depends on your products• And business style (e.g. volume)• Amazon can suit better
• high volume / high rotation• eBay can suit better
• high price / low rotation
Marketplaces
• Strategy/ Branding• Offer
• Quick route to market
• Stock Holding + Shipping + Customer Service
• Easy margin calculations
• Integration to back office software
• Massive audience (UK & Worldwide)• Downsides
• Very price competitive
• Race to the bottom
Other Marketplaces
• Overstock• Etsy/Folksy• Play.com• Pixmania• Rakuten• PriceMinsiter• ASOS• Facebook (Marketplace, Etsy, Ebay, Payvment )
And in Summer 2011
Local/Coupons
• Groupon – Local Bulk Deals• Vouchers Codes• Clicks and Mortar• Milo (Not currently in the UK)
SEO- SEARCH ENGINE OPTIMISATION
SEO and Social Media
Own Search Box
43% of visitors to online retail sites
said the very first thing they do is type the product name or product category into the sites search box
(Source: Marketing Sherpa).
Tips for own search box
• Make the search box stand out• Make it big (enough)• Give a suggestion of how they might search• Auto completion can help• Review your search terms
Search Engine Optimisation - Google
• 90% of UK search• 90% European Searches• 99% Mobile Search• Organic listing• Google Shopping listings• Google Image listings• Ad Words
• Own
• Via eBay/Amazon
Google Results
Google Organic Search
Google Ads
Google Shopping results
Google Shopping
Google Images
Google Shopping results
SOCIAL MEDIASEO and Social Media
Social Media
• Facebook – 573m users (28M UK)• More than 50 million Tweets per day• eCommerce Businesses need a presence• Off Site (Facebook page)• On Site Integration • ‘Social Shopping’• ‘Social CRM’• Advertising on Social Sites
LinkedIn – Product and Services Page
WEB ANALYTICS
What can Web Analytics tell us?
• How many visits your site is getting?• What location visitors are coming from ?• How they got to your site?
• Search engine
• Facebook/Twitter etc
• Direct• What pages do they look at?• Did they BUY anything?
eBay Analytics
eCommerce Analytics
eCommerce Analytics
Web Analytics and Adsense
Customer Tracking
• Did the visitor leave without buying?• Where did the visitor leave?• Why did the customer leave?• Goals• Funnels
Future - Mobile
Actions
• Selling Online?• Multi- Channel Strategy?• On-site search review?• Google search optimisation
• Upload to Shopping
• Google Adwords• Analytics (Google Analytics)