本報告已在2011年11月23日停止出版。
Abstract
Overview
The e-Commerce market is enjoying double-digit growth, sustained by the
ever-growing number of Internet users, their increased familiarity with online
shopping and by attractive offers.
This report provides an in-depth examination of e-tailers' business models, of
the challenges and innovations in the e-Commerce sector, along with an
analysis of opportunities for operators.
Key questions
- How are the leading e-commerce players positioned: pure players,
traditional retailers and mail order companies?
- e-tailers: detailed cost structure. What are the expected profitability
levels for the different business models?
- Online/offline: What differences in profit levels?
- Is the e-commerce model scalable or more akin to classic retail?
- What innovations to respond to new challenges: affiliation, rich media,
flash sales, 3D, click-to-call, virtual agents, widget, social networking,
blogs, IM...?
- What opportunities for operators: direct sales, monetising their audience,
B2B2C?
⇒Key market data and forecasts for Europe and the United States up
Case Studies
- Amazon
- Barnes & Noble
- Bill Me Later
- eBay
- Kinset
- Meetic
- La Redoute
- ReceiveAndPay
- Tailgate Technologies
- Vente Privee
Table of Contents
1. Introduction
- 1.1. Definition of e-Commerce
- B2C
- Intermediation platforms: B2B2C, C2C
- 1.2. Consumption
- Increasingly widespread
- Increasingly frequent.....
- Internet user categories
- Motives for online shopping
2. e-Commerce Value Chain
- 2.1. The market
- A thriving market
- Steadily rising sales
- Still only a fraction of retail sales
- Value of the average shopping cart rising
- The most commonly purchased products/services
- Typology of e-Commerce sites
- Most popular e-Commerce sites
- Traditional retail players
- Pure players
- Veteran mail order companies
- Market growth factors
- 2.2. e-tailer cost structure
- Revenue structure
- Operating account structure
- Costs: logistics, IT, marketing, advertising, payment
- Operating revenue
- Varied models: affiliate commissions, auctions, order processing,
subscription, ad revenue, financial gains
- Profitable models..... despite the current crisis
- Profitable businesses, with investment capacities
- Impact of the crisis: results down
- 2.3. Comparative profitability of the offline/online model
- Gross margins and operating results
- Travel agency sector
- Retail chain sector
- Distribution of cultural goods
- What differences in the business models?
- Better profitability in the long term?
- Gross margin and net profits
- Operating account
- What long-term profit levels?
- Is the e-commerce model scalable?
3. Challenges and Innovations
- 3.1. Steering qualified traffic to the site
- Affiliation performance marketing
- Advertising: a direct sales channel
- Traffic: flash sales
- 3.2. Making the sale
- Shopping suggestions: personalising the offer
- Enhancing the shopping experience: rich media, 3D
- Accompanying the purchasing process
- The customer service challenge
- Virtual agents
- Reliable and diverse payment solutions
- Online payment: a matter of trust
- Development of online credit
- 3.3. Building customer loyalty
- Shipping
- Areas for improvement
- The e-tailer/shipper relationship
- Web 2.0 building loyalty
- Widgets and RSS feeds, communities
4. Opportunities for Operators
- 4.1. Direct positioning
- Extension and offshoot of offline operations
- An audience-centric strategy
- TV networks: ABC, ITV, NBC, M6, ProSiebenSat.1, TF1
- Operators: AT&T, Free, Orange, T-Mobile, Three UK, Verizon, Vodafone
- Internet companies: AOL, Cyworld, Facebook, Flickr, Google, MSN, MySpace,
Yahoo!
- 4.2. Monetising the audience
- Evolution of the ad-funded model
- Large audience on operators' sites
- e-Commerce strategy integrated into the portal
- 4.3. B2B2C technological solutions
- Online payment
- Click-to-call
- CDN
- For each service analysed:
- Advantages for e-tailers
- Market: sales, key players
- Opportunities for operators
- Quantified forecasts up to 2012
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