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Trender inom e-commerceErik Kurin, [email protected]@ekurinero
5o 11560miljarder miljarder miljarder
(sek)
Agenda
USA
Sverige
Kina
Introduktion
Mobile ate the world
Sammanfattning
Back to work
USA
E-commerce as % US retail revenue
0 %
2 %
4 %
6 %
8 %
10 %
2004 2006 2008 2010 2012 2014US Ecom AMZN
Source: US Census Bureau, Amazon
“Amazon will account for more than half of 2015 e-commerce growth”Macquarie Research, December 22, 2015
“For every $1 of e-commerce growth, Amazon will take 51 cents, and for every $1 of adjusted retail growth, Amazon will take 24 cents. ”
“Every other retailer is fighting for 49 cents and 76 cents of each dollar”
Amazon Prime“The Amazon Tax”
Amazon Dash
“In the past three months alone, orders have grown more than 75%, to the point where a Dash Button is now pressed more than once a minute. That means at least 1 440 new orders a day”Daniel Rausch, Amazon
Amazon echo
Mobile ate the world
By Peter Hamer [CC BY-SA 2.0]
80xCompute
performance
SOURCE: GSMArena, HTC DREAM/T-Mobile GI, ARMI I handset compared to ARMv8-A based Samsung Galaxy S6 Edge
158xGPU
performance
24xScreen
resolution
5xSensor
functionality
2009 2015
Evolution of smartphone over 5 years
Source: a16z
Annual unit sales (bn)
2020 unit sales
200m + PCs 2bn+Mobile
2020 install base
1.5bn PCs 4-5bn Mobile
Mobile usage
75%+ traffic50%+ sales
Scale and innovation move to mobileHardware, software and service innovation move to an ecosystem with 5-10x the scale
SOURCE: a16z
WhatsApp now 50% bigger than global SMSWhatsApp now doing 30bn messages/day - global SMS is ~20bn
Kina
China is the biggest smartphone marketHistoric dominance starting to shift
a16z
Chinese internet users (m)
Chinese dragons
Alibaba Singles Day 11/11
Source: qz.com “Alibaba’s Singles’ Day shopping total was bigger than Facebook’s revenue last year”
City Level Usage RatesIn Chinese 1st Tier cities WeChat has pretty much hit complete saturation. In some cases
users are using multiple accounts to get on to WeChat.
Translations: China Channel Data from: Tencent
93%
69%
43%
27%
28%
1st Tier cities
2st Tier cities
3st Tier cities
4st Tier cities
5st Tier cities
WeChat is the most widely used instant messaging or chat app in China, with 68.6% reach among internet users ages 16 to 65 in July 2015. No 2 QQ reached 59.5% of the same population.- Emarketer/TNS “In China, WeChat Is Widely Used"
State of the Messaging App warsEstimated and reported monthly users for selected top messaging apps
Source: dangrover.com “Bots won’t replace apps, better apps will replace apps”
07:00 Wake UpBrowse Moments
08:30 Arrive Near OfficePay for breakfast with WeChat Pay
10:00Work BreakBrowse Moments, send and receive messages
12:45Work BreakShop using JD, chat with friends in group chats
18:00Go Home After WorkPay for groceries for dinner using WeChat Pay
07:45 Leave For WorkRead two articles, play two games
09:00 Start WorkRead unread group chats
12:00Lunch TimeOpen Lucky Moneyand pay for lunch
17:00Getting Off Work Browse Moments
20:00Watch TVRead articles, browse Moments, play games. shop using JD
22:00Before SleeingChat with friends, grab Lucky Money
A Typical Day for a WeChat User
Source: blog.wechat.com “New Data Revealed – What Does it Mean to Live the WeChat Lifestyle? “
Source: youtube.com “Why brands should care about WeChat l Digiday”
Mobile percentage of e-commerce in U.S. and China
Source: reuters.com “WeChat payments rocket as China's Tencent rides gaming wave”
Sverige
Individuals who purchased online in the last 12 month, 2014By age class, as a percentage of Internet users
SOURCE: OECD, ICT Database; Eurostat, Information Society Statistics Database; ITU, World Telecommunication/ICT indicators Database and national sources, July 2015.
Ebarometern Postnord
Ebarometern Postnord
Source: ehandel.se “Var tredje svensk handlade hälften av klapparna online”
Vilken är den viktigaste orsaken till att du väljer att köpa julklappar på internet istället för att köpa dem i fysisk?
Det är enklare/bekvämare
För att slippa trängas i affären
Det är billigare
För att spara tid
Jag hittar den produkt jag vill ha
Det är större utbud
Varan finns inte där jag bor
Det är lättare att jämföra priser
Den levereras direkt hem till m
ig
Det är långt till affären
Annat, tveksam, vet ej
2 %1 %2 %3 %4 %6 %8 %8 %
15 %
25 %26 %
Bas: Tror att de ska köpa julklappar på internet i år (40%)
Ebarometern Postnord
Ebarometern Postnord
Trendbrott, nu tar svenskarnas shopping fart på allvar i mobilen. Under tredje kvartalet handlades hela 5,5 miljoner varor med telefonen.Siffror från Postnord, 2015.
Ebarometern Postnord
Cognitive load associated with stressful situations
Source: Ericsson Mobility Report MWC Edition February 2016
Ebarometern Postnord
Source: breakit.se “H&M-ägaren Persson och Klarna-grundare investerar i Budbee”
Source: ehandel.se Paketautomater på väg till 43 butiker när Willys storsatsar
Source: ehandel.se “De flesta kollar på nätet innan de shoppar loss i butik”
Starta din egna e-handel har aldrig varit enklare
x as a service
Market places
Frågor?
Sammanfattning
• Mobil
• Framtidens platformar?
• Personalisering
• Marketplaces
• Frakt