E-Commerce Platforms
Which ones are relevant to get a competitive advantage today and tomorrow ?
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SPEAKERS’ PRESENTATION JEAN-BAPTISTE CHETTI
HUGUES ODASSO
Managing Partner Co-founder
Senior Consultant
THINKMARKET
THINKMARKET
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WE HAVE STUDIED 17 E-COMMERCE PLATFORM EDITORS THAT ARE REPRESENTATIVE OF THE CURRENT MARKET A hyper-competitive market
Various platforms for various utilizations
Woocomm erce 26.89%
Others 27.09%
Salesforce Big 1.51% commerce 1.76% IBM SAP Webspher Open cart Hybris e 2.01% Squarespa 2.61% 2.51% Prestasho ce 3.01% p 5.02%
Magento 14.55% Shopify 13.05%
• • • • • • • • • •
Drupal commerce Magento Open cart Oxatis Prestashop Shopify Squarespace WiziShop Woocommerce Zencart
HIGH HIGH MARKET MARKET CA > CA > 20M 20M
MIDDLE MIDDLE MARKET MARKET 5M< 5M< CA CA < < 20M 20M
LOWER LOWER MARKET MARKET CA < CA < 5M 5M • • • • • • • • •
Bigcommerce Elastic path Intershop Magento entreprise Proximis Shopify + Sitecore Solusquare Visiativ retail
• IBM websphere commerce • Oracle Commerce cloud • Salesforce commerce cloud • SAP Hybris
Source: Datanyze (marketshare in volume)
3 3 distinctives distinctives approaches approaches Historically, the e-merchants have been used to develop their own platform internally, as no solution was available on the shelf. Still, the emergence of open source solutions have created a more modular-approach for websites. The emergence of business software solutions has enabled a true democratization of the e-commerce website construction.
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THE PLATFORMS HAVE BEEN COMPARED ON 5 CRITERIAS IN ORDER TO HAVE A AN EXTENSIVE ANALYSIS
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02
03
04
05
Robustness of the partner
Integration into the IT landscape
Business model
A platform suited for my customer base
Effective steering of my online activity
A financially robust partner but also adapted to the size of my company and my market-specific needs
A platform that can smoothly connect to my IT landscape while respecting my standards for performance, security & accessibility
A model a price, SLA & support that is adapted to my financial constraints
A platform which frontoffice is suited for my targetsâ&#x20AC;&#x2DC; needs & desired experience
A back-office management which is adapted to my structure & processes
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WE HAVE DEFINED 5 USE CASES THAT ARE REPRESENT THE CURRENT MARKET SO AS TO IDENTIFY THE MOST RELEVANT EDITORS
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2
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4
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Service offering
B2B going B2C
Unified Commerce
As a B2B player, I'd like to implement an ecommerce platform in order to easily address new targets of a variety of sizes and geographical areas, while also facilitating the efforts of my sales force (kept to a reasonable size).
Migration for a more advanced As a retailer, I'd like to platform switch e-commerce
As a French retailer, I'd like to develop some service offers linked to my product ranges in order to retain my customer base while also generating additional footfall.
As a French industrial group specializing in B2B, I'd like to develop a new business line sold online as a complement to my non-merchant industrial site in order to reach a B2C customer base, while also connecting to my existing IT made of multiple solutions.
Development of B2B activity
o Drupal o Oxatis o Wizishop
o Intershop o Solusquare o Visiativ
o Oracle Commerce cloud o Magento o Salesforce o Woocommerce
platform in order to natively provide innovative functions/services (AR, chatbots, image recognition, etc.) while also benefiting from simplified management of the various traffic drivers
o Magento o Oracle Commerce cloud o SAP Hybris o Shopify
As a consumer brand with my own distribution network, I'd like to develop an unified commerce approach in order to improve the customer experience while also controlling the impacts on my IS.
o Proximis o Salesforce o Shopify
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THE UNIFIED COMMERCE APPROACH IS IN LINE WTH THE NEW CUSTOMERâ&#x20AC;&#x2122;S EXPECTATIONS FOR OMNICHANNEL & SERVICE QUALITY The unified commerce is the key for
The unification of channels is need for
customer experience
a seamless customer experience
Customers have taken (back) the upper-and and the e-merchant must provide an adequate level of service
Open-up the stocks to optimize the delivery possibilities (ship to/from store, availability within 2 hours, etc.)
The customer journey must be as simple as possible to prevent churn or missedopportunities
Coherence & continuity between web & in-store customer journey (store to web, ROPO, etc.)
The best experience must be provided on each point of contact (phone, mobility, delivery, shop, etc.)
Personalized & adapt the experience according to customer knowledge
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THE RESULTS OF OUR BENCHMARK ON UNIFIED COMMERCE SHOW THREE EDITORS THAT STAND-OUT Noteworthy functions Common data hub for online and offline Proximis One-hour delivery by courier Proximis Management of online orders by the store & advanced store intranet Salesforce Management of sales in-store (notably pop-up store) using tablets Shopify
Functional scope
Leading editors
Proximis which provides commerce tools shared by online & offline
Salesforce which provides advanced functions for unified order management between the various sales channels (notably with the Commerce Cloud Order Management component)
Shopify which provides advanced functions for small stores and pop-up stores
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THE E-COMMERCE PLATFORM MUST EVOLVE WITH THE FUTURE USE, SO AS TO ALWAYS MAGNIFYING THE CUSTOMER EXPERIENCE New interfaces Voice control
Upgrade existing interfaces CMS headless
The future of customer experience either for recurrent buys or simple ones Top Editors : Salesforce, SAP Hybris
Is an answer for the personalization of content & journey according to customer types Top Editors : Drupal, Elastic Path, Magento, Woocommerce
Chatbots (augmented through AI)
Image search
To sale complex products (such as an alarm system or an insurance) Top Editors : Intershop, Oracle, Salesforce, Hybris
Favors the impulsive buy (through Instagram for example) and simplifies the sale of complex products (such as electric space parts) Top Editors : Intershop,Salesforce
Continuous Continuous improvement improvement The technological & customer behavior evolutions push the e-merchant to always implement new functionalities & new journeys so as to better improve the sales transformation rates & theirs customerâ&#x20AC;&#x2DC;s fidelity. The most dynamic business software providers propose those evolutions (at least until now) which give them an important competitive advantage. In particular, the marketplace of plug-ins are, for some editors, a pool of very interesting functionalities, accessible at a rather low price.
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GIVE ITS EXPERTISE, BOTH BUSINESS & TECHNICAL : THINKMARKET RECOMMENDS THE FOLLOWING STEPS OF IMPLEMENTATION SCOPE & DEFINITIO N
o Sponsorship at the highest level o Lead by the business (vs the IT) o Defining objectives toward the customers, markets and the company
BUSINESS CASE
REQUEST FOR PROPOSAL/ SELECTION
o Create the team & allocate tasks
o Define selection criteria adapted to the context
o Realize an impact analysis o Create a realist & TCO-based Business Case
o Take the time for a request for proposal (requirement specifications, ranking, POC)
IMPLEMENTATI ON METHODOLOGY
o Adapt itself to the company's constraints: availability & skills of internal resources, time, costs, etc. o Build a realistic product roadmap
CHANGE MANAGEMENT
o Not to be neglected (key success factor) o To start at the beginning of the project o Not to be limited to training
LAUNCHING
We recommend launching in two steps: 1. Launch without communicati on to test in real conditions 2. Real communicati on plan (following companyâ&#x20AC;&#x2DC;s objectives)
CONTINUOUS IMPROVEMENT
o Quantitative follow-up of the initial objective & traffic analysis o Generalize the A/B testing o Have an-agile method for the product roadmap & monitor the innovations
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SIZING THE ACTIVITY
o Creation new jobs o Handle the need for training o The winning team is multidisciplinary
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A FEW WORDS OF CONCLUSION Commerce has became massively digital, the ecommerce platform is not just a tool but a «core business » asset, to be processed and make evolve tactically The e-commerce platform must serve an ambition : without a true marketing & commercial strategy, the performance will be low
The customer must be put at the center of the strategy as he is leading today’s & tomorrow’s requests
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PRÃ&#x2030;SENTATION DU SPEAKER
Caroline GRANGE
Omnichannel Marketing Director LONGCHAMP
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PRÉSENTATION DU SPEAKER Martial BONNAS
Digital Manager Alliance Marine
Our core activity rests on two strategic pillars : Designing, developing and manufacturing proprietary products such as safety at sea and rescue equipment Distributing boat fit-out and maintenance complete solutions for which the group's affiliates team up with leading specialists 14 companies 732 employees WIFI digitbench19
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Smart Data & Dataviz: Implications for decision making THIBAULT LEFEVRE
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