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UNIT 1
E-commerce Fundamentals
1. Internet & Web 2.0
2. What is E-commerce
3. Why E-commerce
4. Who is Who in E-commerce
5. E-Commerce process
6. HR in E-comerce

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03 ►Why E-commerce?

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CHARACTERISTICS OF E-COMMERCE:

24/7 AVAILABILITY COST - EFFICIENCY

GLOBAL REACH DATA DRIVEN DECISION

PERSONALIZATION CUSTOMER SERVICE

MK & PROMOTION

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Benefits of E-COMMERCE?
CONSUMERS COMPANIES
Convenience Global Reach
24/7 shopping access and home delivery Access to a worldwide customer base

Variety and Choice Lower Operational Costs

Wide selection of products and comparison Reduced need for physical stores.

Better Prices Data-Driven Insights

Lower costs, frequent discounts, and deals. Better decision-making and personalized MK

Detailed Product Information Rapid response to market needs

Comprehensive descriptions & customer
Easier to scale operations based on demand.
reviews

Personalization Globalization of markets

Customized recommendations & targeted
Real-time tracking and stock level automation.
promotions

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E-Commerce Sales Grew 50% to $870 Billion During The Pandemic

Year 2020

$792 billion
US Sales 2020

14%
E-Commerce % sales
Over TTL Retail

Source: Statista

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Why E-commerce?

Is there any opportunity in

e-Commerce?

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Why E-commerce?
Ranking of the companies that bill the most in e-commerce in Spain 2022

5,2K Million

1,4K Million

0,8K Million

Source(s): STATISTA

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Why E-commerce?

Worldwide retail e-commerce sales from 2014 to 2023 E-commerce share of total global retail sales from
(in billions of U.S. dollars) 2015 to 2023

7000 6.542 23,9%

22%
6000 5.695 21,9%
20%
Sales in billion U.S. dollars

4.927 19,9%
5000 18,1%

Share of e-retail sales

4.206 17,9%
16,1%
4000 3.535 15,9%
2.982 14,1%
3000 13,9%
2.382 12,2%
1.845 11,9% 10,4%
2000 1.548
1.336
9,9% 8,6%
1000 7,4%
7,9%
0 5,9%
2014 2015 2016 2017 2018 2019 2020* 2021* 2022* 2023* 2015 2016 2017 2018 2019 2020* 2021* 2022* 2023*

Global retail e-commerce sales 2014-2023 Global e-commerce share of retail sales 2015-2023.

Source(s): eMarketer; ID 379046

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Why E-commerce?

Which are your thoughts on these

figures?

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Why E-commerce?

E-commerce sales as a percentage of total retail Retail e-commerce sales CAGR forecast by
sales by country in 2017. country from 2019 to 2023
E-retail as a share of total retail sales in selected countries 2017. Digital market outlook: retail e-commerce sales
CAGR in selected markets 2019-2023.

Percentage
0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 0,0% 5,0% 10,0% 15,0% 20,0%
of total sales
China 23,1% India 17,8%

Spain 11,1%
UK 19,1%
China 11%
South Korea 16% Indonesia 10,3%

Denmark Argentina 10,1%

12,6%
South Africa 9,9%
United States 9% Saudi Arabia 9,5%

Germany 7,9% Global 8,9%

Mexico 8,6%
Japan 7,4%
United States 7,8%
Italy 3,2% France 7,7%

Brazil 2,7% Canada 6,8%

Germany 6,3%
India 2,2%
Australia 6,2%
Mexico 1,7% United Kingdom 5,7%

Source(s): eMarketer; ID 255083

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Why E-commerce?

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Why E-commerce?

consumer-to-
consumer retail
online store
providing a platform
for small businesses
and individual
entrepreneurs to
open online stores
that mainly cater to
consumers in
Chinese-speaking
regions

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Why E-commerce?

Ok, that’s cool, but, what’s happening in

Spain?

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E-commerce Spain

77% of Spanish Internet users aged 16-74 use the internet as a shopping channel, which
represents around 26 million individuals.

Source: iab - estudio e-commerce Spain 2023

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E-commerce Spain

Source: iab - estudio e-commerce Spain 2023

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E-commerce Spain

The percentage of buyers who declare combining the on+off channels (hybrid) remains the sam.
and it is still the option they opt for for their purchases in the future.
The percentage of exclusive on and off shoppers is also stabilizing compared to 2022: 20% buy
mainly in physical stores (22% in 2022) and 17% online (16% in 2022)).

Source: iab - estudio e-commerce Spain 2023

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E-commerce Spain

The main influencers of online shopping continue to be: online recommendations (60%),
friends/acquaintances/family (56%), search engines (50%) and the brand's website (46%). The
sms/WhatsApp channel stands out, which is the one that grows the most, +11pp, compared to 2022.

Source: iab - estudio e-commerce Spain 2023

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E-commerce Spain

Physical products are the most purchased online (88%), followed by services (72%). Mentions of
digital content decreased, from 52% to 41%. On the other hand, products exclusively for use on
mobile devices or tablets are the ones that are bought the least.

Source: iab - estudio e-commerce Spain 2023

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E-commerce Spain

Among the exclusive buyers of the online channel, 62% use marketplaces as a channel to search
for information and the majority, 8 out of 10, buy on these platforms (either through computer or
mobile).

Source: iab - estudio e-commerce Spain 2023

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E-commerce Spain

Fashion, travel/stays, entertainment/culture, food, home and technology/communication are still the
categories that are bought the most. We continue to see how "travel and stays" increases positions
until reaching the 2nd position it already had before the pandemic: 2019 2nd place, 2020 4th place,
2021 6th place, 2022 5th place.

Source: iab - estudio e-commerce Spain 2023

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E-commerce – US Browsing and Buying Categories

Source: Shopify: Top Online Shopping Categories (2024)

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DIGITAL CONSUMER BEHAVIOUR

Research Looks Mobile High Social

& for Shopping Expectations Media
Compare Personalization Customer Service Influence

Trust Look Convenience Value

& Prefer
For & Reviews/
Security Multichannel
Deals Speed Recommendations

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DIGITAL CONSUMER BEHAVIOUR

And… which could be the

obstacles/fears of those customers?

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DIGITAL CONSUMER BEHAVIOUR

DELIVERY ISSUES – 63%

PRODUCT QUALITY – 53%

RETURN POLICY - 47%

CUSTOMER EXPERIENCE – 42%

CUSTOMER SERVICE – 38%

SECURITY / PRIVACY – 34%

Source: https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey.html

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DIGITAL CONSUMER BEHAVIOUR

But… don’t forget offline

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ON-OFFLINE
E-commerce should be an opportunity to complement a physical store:

- 95% of SMEs have corporate websites with their own domain and email
address.
- Including an online sales channel brings big benefits for a relatively small outlay
- Established initial customer base
- Selected target audience
- Logistics management (has a storage space)
- Transaction security (customers who are afraid of online transactions can do
them in the physical store).
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ON-OFFLINE - Best Practices

Integrate the online and offline experience through technology: According to Google data, leading brands are 3.5 times
more likely to offer barcodes, QR codes, NFC (near field communication) or beacons as a means for customers to view
product details in their brick-and-mortar stores. In addition, they are twice as likely to have kiosks or other digital devices that
simplify the experience and integrate with the online channel.

Simplify online order pickup: Analysis indicates that leading brands are 90% more likely to clearly indicate where the order
pickup area is located in their physical stores, as well as 65% more likely to use physical stores to promote their online store.

Using websites to promote physical store offers and events: Leading experiential brands are 3.5 times more able to
promote events and special offers from their physical stores through their websites, compared to 11% of all other brands that
do so.

Streamline the experience when switching between channels and devices: Other data indicates that leading brands in
Europe are 80% more likely to offer gift cards that can be purchased and redeemed both online and in-store. They are also
60% more likely to allow customers' account wish lists to sync across all their devices.

Speed of online order delivery: Leading brands are 1.6 times more likely to offer next-day delivery on at least some of their
online orders. In addition, they are 1.4 times more likely to report expected delivery or pickup times on their product detail
pages.

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ON-OFFLINE - Best Practices

• Visibility: Google My business

• Transparency: What you offer and at what price. Search and filtering tools
• Easy Payment – Different possibilities - Bizum
• User Experience - Engaging Web
• Store pickup – Personal contact
• Online assistance – Human touch
• Allow store returns - Trust

E-Commerce 24-25 66 Tomás Carrasco

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UNIT 1
E-commerce Fundamentals
1. Internet & Web 2.0
2. What is E-commerce
3. Why E-commerce
4. Who is Who in E-commerce
5. E-Commerce process
6. HR in E-comerce

E-Commerce 24-25 67 Tomás Carrasco

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04 ►Who is Who in E-commerce?

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Who is who en E-commerce

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Who is who en E-commerce

E-Commerce 24-25 Tomás Carrasco

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Who is who en E-commerce

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Top eCommerce Companies by Market Cap

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Top eCommerce Companies by Market Cap

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Who is who en E-commerce - Spain

Back to Spain!

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Who is who en E-commerce - Spain

Source: ecommerceDB.com

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Who is who en E-commerce - Spain

Source: ecommerce guide; SimilarWeb

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Who is who en E-commerce - Spain

Source:Tandem Up

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E-commerce typologies based in participation agents

AGENTS CONSUMER BUSINESS GOVERNMENT

CONSUMER C2C C2B C2G

BUSINESS B2C B2B B2G

GOVERNMENT G2C G2B G2G

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ACCORDING TO TYPE OF CUSTOMER

B2B: Business To Business. Sale of goods or services

between companies.

B2C: Business To Consumer. Its objective is the direct

sale to the end user, it is the best known and most
popular.

B2A Transactions between companies and public

administrations through electronic means.

B2E: Business To Employee. Operations between the

company and the employees.

C2C:Debate:
Consumer To Consumer.
What Direct
they do and whoexchange
systems between consumers

E-Commerce 24-25 Tomás Carrasco