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Ponencia sobre Ecommerce en tiempos de Amazon | #FTVA19

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Publicado el

Keynote de Pablo Renaud en la decimocuarta edición de la Feria de Tiendas Virtuales, que tuvo lugar en Huesca el 5 de abril de 2019.

En esta ponencia Pablo nos dio las claves para hacer negocio online en mercados dominados por marketplaces. Ideas en torno a la verticalización, la personalización de la experiencia y la evolución hacia modelos de marketplace.

Más información sobre estos temas en: https://campus.universidadecommerce.net/

Publicado en: Internet
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Ponencia sobre Ecommerce en tiempos de Amazon | #FTVA19

  1. 1. Ecommerce en tiempos de Amazon Claves para vender online con éxito en un ecosistema dominado por marketplaces #FTVA19 Pablo Renaud | www.renaud.es
  2. 2. Objetivo Entender las claves para vender online hoy en día, en un sector ecommerce dominado por marketplaces FTVA 2019
  3. 3. 1999
  4. 4. 2019
  5. 5. Sé tú mismo, a menos que puedas ser como Jeff Bezos
  6. 6. SESGO DE SUPERVIVENCIA
  7. 7. 2000 2019 NI IDEA MI #EXPERIENCIA EN ECOMMERCE ALGO SÉ
  8. 8. Evolución 2000 2019 Mi primer proyecto ecommerce
  9. 9. Evolución 2000 2019 DIA D 6 MAR 2000 Mi primer proyecto ecommerce
  10. 10. Evolución 2000 2019 DIA D 6 MAR 2000 Mi primer proyecto ecommerce DIA D+1 CIERRE DEL PROYECTO
  11. 11. Evolución 2000 2019
  12. 12. 2000 2019 NI IDEA MI #EXPERIENCIA EN ECOMMERCE ALGO SÉ Fracaso Fracaso Fracaso Fracaso ÉXITO
  13. 13. En tiempos de Amazon Cómo hacer ecommerce
  14. 14. #CírculoVirtuoso
  15. 15. Yo gano pasta ¡SEGURO!
  16. 16.  Cómo vender 14M$ en un solo día  Sin tener una tienda online, con un único producto  Sin gastar nada en MARKETING Caso de éxito
  17. 17. Ventas Prime Day 2018
  18. 18. Ventas Prime Day 2018
  19. 19. Ventas Prime Day 2018 90,000 televisions 2 million toys 1 million pairs of shoes 200,000 headphones …
  20. 20. Ventas Prime Day 2018 215.000 UNITS 215.000 * 69$ = 14,8 MILLONES
  21. 21. NO ES SENCILLO
  22. 22. Yo gano pasta ¡SEGURO!
  23. 23. Bruno Sanders
  24. 24. Procedimiento para operación completa en Amazon Entender las implicaciones de VENDER EN AMAZON Investigación de producto Estimación de las ventas mensuales, precios y márgenes Branding (dentro y fuera de Amazon) Búsqueda de proveedores (sourcing) Fabricación, imagen, packaging Creación de productos (listing) Normativa de Amazon, códigos Consideraciones logísticas Ventas y marketing Automatización emails y reviews Análisis permanente
  25. 25. Y, ¿aparte de Amazon?
  26. 26. Ámbito geográfico  220 marketplaces en Europa
  27. 27. Y, ¿aparte de los marketplaces existentes?
  28. 28. Marketplaces españoles
  29. 29. Marketplaces españoles
  30. 30. Marketplaces españoles
  31. 31. Marketplaces españoles
  32. 32. De los marketplaces EL FUTURO
  33. 33. Yo gano pasta ¡SEGURO!
  34. 34. TENDENCIAS
  35. 35. Personalización en tiempo real LA EXPERIENCIA ES CLAVE
  36. 36. EXPERIENCIA
  37. 37. https://www.toolstop.co.uk
  38. 38. FENÓMENO DNVB VERTICALIZACIÓN
  39. 39. ¿Qué es lo más difícil de vender online?
  40. 40. El producto Un producto que todos tenemos No sabemos cuándo hay que comprar uno nuevo No sabemos cuánto gastarnos
  41. 41. Cómo se compra Hay que ir a verlo/probarlo Elegir entre 5000 variaciones posibles Creernos lo que el comercial nos cuenta Jugárnosla y comprarlo
  42. 42. Datos para contexto Sólo 10% de las ventas de colchones son online Casper vende “sólo” 200M$ al año
  43. 43. Qué hemos visto Amazon Marketplaces Evolucionar a Marketplaces Trabajar la experiencia Personalización Verticalización
  44. 44. Qué me llevo No hay atajos. Esfuerzo, equivocación Sesgo de SUPERVIVENCIA Aprender constantemente (las reglas cambian) Experimentar, analizar, repetir Dejarse ayudar
  45. 45. https://universidadecommerce.net Universidad Ecommerce
  46. 46. Yo gano pasta ¡SEGURO!
  47. 47. #FTVA19 Pablo Renaud | www.renaud.es GRACIAS

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