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What CEOs Need to Know About E-Commerce 081914

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What CEOs Need to Know About E-Commerce 081914

  1. 1. What CEOs Need to Know About E-Commerce Ray  Alimurung    |    DCOM  Summit    |    Aug  2014   Singapore  |  Thailand  |  Indonesia  |  Philippines  
  2. 2. Singapore  |  Thailand  |  Indonesia  |  Philippines   Agenda Defini5on  &  Business  Models   Market  &  A=tudes   Building  an  E-­‐commerce  Business   Trends   2
  3. 3. Definition & Business Models
  4. 4. Singapore  |  Thailand  |  Indonesia  |  Philippines   Definition 4 E-­‐commerce.  Type  of  business  model  wherein  a  firm  or   individual  trades  products  or  services  over  the  Internet     [Addendum  for  emerging  markets]   …  regardless  of  whether  the  commercial  transac5on  is   completed  online  or  offline  
  5. 5. Singapore  |  Thailand  |  Indonesia  |  Philippines   5 Rationale To  harness  the  power  of  the  Internet  to  drive  reach   and  the  number  of  simultaneous  transac5ons   426  Amazon  transacBons  per  second   on  Cyber  Monday  2013   37m  Amazon  items  sold   on  Cyber  Monday  2013   $5.8b  Alibaba  sales  volume   on  Singles’  Day  2013  
  6. 6. Singapore  |  Thailand  |  Indonesia  |  Philippines   Business Models: Product Offerings Digital  Goods   Digital  Services   Physical  Services   Physical  Goods   B2C           B2B             C2C             6
  7. 7. Singapore  |  Thailand  |  Indonesia  |  Philippines   Business Models: Revenue Streams AdverBsing   Commission   SubscripBon   Retail   (Goods  &  Services)   B2C           B2B             C2C             7
  8. 8. Singapore  |  Thailand  |  Indonesia  |  Philippines   Marketplace  /   Classifieds   Marketplace  +   Merchant  Services   Single  brand  /     MulB-­‐brand   Retail   MulB-­‐brand   Private  /  Flash  Sales   Merchant  Services   C2C           B2C             B2B             Business Models: Traditional E-Commerce 8
  9. 9. Market & Attitudes
  10. 10. Singapore  |  Thailand  |  Indonesia  |  Philippines   Attitudes Towards E-commerce 10 Why  don’t  you  shop  online   (more  oYen)?     Security   Payment  op5ons   Payment  convenience   Want  to  handle/view  product   Speed   Source:  Surveys  within  several  top  PH  corpora=ons;  TNS  Online  Shopper  Study:  Philippines,  Feb  2013   Why  didn’t  you  do  your  last   non-­‐necessity  purchase  online?     Selec5on/Availability   Payment  convenience   Pricing   Want  to  handle/view  product   Security   40%  of  online  Filipinos  who  have  never  shopped  online   expect  to  buy  online  in  the  next  12  months  
  11. 11. Singapore  |  Thailand  |  Indonesia  |  Philippines   11 S.E.Asia E-commerce Market (2013E) Unit ID SG PH VN TH MY China US PopulaBon   M   248   5.2   95   88   67.5   28.9   1,350   315   #  Online   M   75   3.9   33   31   32   18   513   246   %  Online   %     30%   74%   34%   35%   46%   63%   38%   79%   #  Social  Media  Users   #     66   3.6   38   24   27   17   NA   168   #  E-­‐commerce  Shoppers   #     5.6   1.8   5.8   13.2   14.5   10.5   164   184   E-­‐commerce  Shoppers   %     2.3%   34%   6%   15%   21%   36%   12%   58%   Retail  Sales   USD  B   134   31   34   108   139   51   2,380   4,700   B2C  E-­‐commerce  Market   USD  B   0.9   1.1   0.4   0.5   1.1   0.7   190   343   E-­‐commerce  %  of  Retail   %     0.7%   3.5%   1.1%   0.5%   0.6%   1.4%   8%   9%   Annual  Customer  Spend   USD   252   917   172   42   365   68   726   1,864   Source:  UBS  Research,  Nielsen,  Comscore,  PWC  HK,  ATKearny,  researchandmarkets.com,  Dailysocial,  smu.edu.sg,  E-­‐commerce.org.sg  
  12. 12. Singapore  |  Thailand  |  Indonesia  |  Philippines   US retail growth is driven mostly by e-commerce Source:  US  Census,  Internet  Retailer,  BI  Intelligence  es=mates   12
  13. 13. Singapore  |  Thailand  |  Indonesia  |  Philippines   Amazon   15%   Rest  of  North   America   85%   Amazon  Market  Share  of   North  America  E-­‐commerce  (2013)   13 Amazon is only 15% of North America e-commerce Source:  BI  Intelligence  es=mates  
  14. 14. Building an E-commerce Business
  15. 15. Singapore | Thailand | Indonesia | Philippines 15 E-commerce Activities Customer  Service   CopywriBng  &  Content   Web  &  Mobile  Design   IT  Development   ProducBon  &  Photography   Sourcing  &  Merchandising   Payment  Processing   Business  Intelligence   MarkeBng  
  16. 16. Singapore | Thailand | Indonesia | Philippines 16 Customer  Ordering   Storage   Packing   Order  Processing   Picking   Cash  on  Delivery  Delivering  Dispatching   Inbounding   E-commerce Activities (2)
  17. 17. Singapore  |  Thailand  |  Indonesia  |  Philippines   17 E-commerce Challenges for Brands & Retailers Lack  of  in-­‐house  talent  –  Current  organiza5on  may  not  understand  e-­‐ commerce  complexity  and  may  lack  a  leader  for  its  strategy  and  execu5on   Fulfillment  is  not  set  up  for  single  orders  (B2C)  –  Set  up  to  fulfill  B2B  bulk   orders  on  pallets,  not  individual  customer  orders;  need  separate  processes   and  systems  to  manage  B2C  handling,  storage,  delivery,  returns.   Customer  service  must  respond  to  high  demands  –  Need  phone  and   email  team  that  can  handle  high  volume  and  personalized  service  such  as   product  ques5ons,  website  how-­‐to’s,  order  status,  and  aYer  sales   Channel  conflict  –  Mul5  channel  is  not  omni  channel.  Need  a  unified  view   on  assortment,  pricing,  returns   E-­‐commerce  plaiorm  implementaBon  –  Current  technology  does  not   support  online;  need  new  implementa5ons  for  order  management,   warehouse  systems,  customer  service,  CRM,  etc.    
  18. 18. Singapore  |  Thailand  |  Indonesia  |  Philippines   Functional Organization CEO   Buying   &  Sourcing   Store   Opera5ons   Warehouse   Opera5ons   Marke5ng   Offline   Marke5ng   Digital   Online   Marke5ng   E-­‐Commerce   Head   Online   Customer  Service   IT   Finance   Customer   Service   18
  19. 19. Singapore  |  Thailand  |  Indonesia  |  Philippines   Functional Organization (2) E-­‐Commerce   Head   Buying  &   Sourcing   Marke5ng   IT   Opera5ons   Business   Intelligence   Finance   Product   Management   19
  20. 20. Singapore  |  Thailand  |  Indonesia  |  Philippines   Functional Organization (3) E-­‐Commerce   Head   Buying   &  Sourcing   Buying  / Merchandising   Buying   Opera5ons   Inventory   Planning   Inventory   Management   Pricing   Marke5ng   Online   Marke5ng   SEM  /  Display   Ads   SEO   Social  Media   Email   Affiliates   Crea5ves   Design   Copywri5ng   Branding   Offline   Marke5ng   Category   Management   IT   Development   Network   Systems   Database   Helpdesk   20
  21. 21. Singapore  |  Thailand  |  Indonesia  |  Philippines   Functional Organization (4) E-­‐Commerce   Head   Opera5ons   Warehouse   Opera5ons   Order   Processing   Inbound   Inventory   Outbound   Logis5cs   Returns   Content  &   Produc5on   Content   Management   Copywri5ng   Photography   &  Edi5ng   Customer   Service   Inbound   Phone   Outbound   Phone   Email   QA  /  Training   Business   Intelligence   Repor5ng   Marke5ng   Analy5cs   CRM   Analy5cs   Finance   Payments  /   Fraud   Refunds   Product   Management   21
  22. 22. Singapore  |  Thailand  |  Indonesia  |  Philippines   22 Benefits of Outsourcing E-commerce Go-­‐to-­‐market  faster   Limit  need  to  recruit  and  build  in-­‐house  team   Access  industry  best  prac5ces   Research,  test,  and  learn  before  over-­‐inves5ng     Lower  costs  due  to  economies  of  scale  
  23. 23. Singapore  |  Thailand  |  Indonesia  |  Philippines   23 Selecting Outsourcing Partners One-­‐stop  Shop   Web  Design,  Devt,  Maintenance   Delivery   Order  &  Inventory  IT  Systems   Copywri5ng  &  Produc5on   Online  Marke5ng   Payment  Gateway   Warehouse  Storage  &  Fulfillment   Customer  Service  
  24. 24. Trends
  25. 25. Singapore  |  Thailand  |  Indonesia  |  Philippines   25 Trends •  Mobile  is  25%  of  global  e-­‐commerce  traffic…  and  growing   •  Marketplaces  dominate  Asian  e-­‐commerce   §  Alibaba  drives  $157b  in  GMV  à  43%  of  B2B;  50%  of  B2C;  95%  of  C2C   •  Cash  on  Delivery  (COD)  accounts  for  at  least  50%  of  PH  tradi5onal   e-­‐commerce,  while  escrow  is  preferred  in  China   §  Alipay  is  used  for  e-­‐commerce,  remilance,  bills  payment,  bus  5ckets   Source:  “The  Future  of  Retail:  2014”,  BI  Intelligence  
  26. 26. Key Takeaways
  27. 27. Singapore  |  Thailand  |  Indonesia  |  Philippines   27 Key Takeaways •  The  opportunity  is  huge  and  the  market  is  ready   •  E-­‐commerce  is  complicated;  be  open  to  outsourcing     •  Structure  your  opera5ons  and  organiza5on  accordingly   •  Now  is  the  5me  to  research,  test,  and  learn  
  28. 28. There  is  so  much  stuff  yet  to  be  invented.   There’s  so  much  new  that’s  going  to  happen.   People  don’t  have  any  idea  how  impacnul  the  Internet  is   going  to  be  and  that  this  is  s5ll  Day  1  in  such  a  big  way.     Jeff  Bezos,  Founder  &  CEO,  Amazon.com      
  29. 29. Thank You ray.alimurung@acommerce.asia   Singapore  |  Thailand  |  Indonesia  |  Philippines  

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