technology

e-commerce hotter

e-commerce is hotter than ever.

Whether in mature markets, where consumer spending is shifting online because of convenient purchases, or in growth markets where rapid urbanization and increasing (mobile) internet penetration are unlocking new shopping habits, shoppers are ‘e-commercing’ it up.

e-commerce

Some stats ( from trendwatching.com) in 2012 vs 2016-2017:

  • US e-commerce sales will grow 62% by 2016, to $327 billion (Source: Forrester, February 2012) – the actual data – $322 billion (Source: Statistica.com)
  • European e-commerce sales will grow by 78% by 2016, to USD 230 billion (Source: Forrester, February 2012).
  • Brazilian e-commerce sales will grow 21.9% in 2012 to USD 18.7 billion (Source: eMarketer, January 2012).
  • Chinese e-commerce sales were CNY 780 billion (USD 124 billion) in 2011, an increase of 66% from 2010. E-commerce is expected to rise from 3% of consumption to 7% by 2015 (Source: IDC, March 2012) – 2016 data:  $ 681 billion
    • Over 40% of the total global e-Commerce spend came from China in 2015
      Approximately $14.3 billion was spent on last year’s “Singles Day”, the one day Chinese digital shopping holiday
    • The total number of digital shoppers in the country reached 468 million last year
      Online wallets are the top payment method of choice, with 33% of Chinese shoppers utilizing the technology to complete transactions
  • India’s e-commerce market is expected to grow to USD 70 billion by 2020, from just USD 600 million in 2011 (Source: Technopak Advisors, February 2012).
  • According to a new study by Forrester Research, approximately a fifth of total retail sales will take place online by 2021 in Asia Pacific, with 78 percent of that coming from mobile, up from 63 percent in 2016. The study adds that online retail via mobile will grow at a CAGR of 15.6 percent, to reach $1 trillion in 2020, up from $539 billion in 2016.

forrester online retail report

 

Maturing customer

World over, apparel is the largest category for online retail, followed by consumer electronics and computer hardware.

However, grocery, beauty and cosmetics, home appliances and furniture are the fastest-growing categories, showing the increasing maturity of online shopping in Asia Pacific.

 

New Google Hummingbird Algorithm

A couple of days ago Google switched on a new search algorithm, new Google Hummingbird Algorithm, the system it uses to sort through all the information it has when you search and come back with answers.

It was merged together with 15th anniversary of Google.

We love Google for its great search engine, for helping us finding the most relevant information, for collecting so many information globally.

I believe that Google is a great source for education, business and inspiration. It gives equal opportunity for all people with Internet access to the knowledge and information.

Yes, we are in an information age.

Recently I read a couple of post about SEO changes due to Google recent algorithm. It looks like Google finally judges the content value, brand and technical preparedness – not links, backlinks and all SEO hidden activities.

This will change the whole situation.

“Hummingbird” Algorithm

I see it very well on my own websites. It looks that natural search rules, like great content, great meta tags, alt tags and speed of website, are the most important now.

Google said that Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or meaning are taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.

google hummingbird

I see it – my websites statistics show better data now and are more visible in natural search.

Paid Search – Google Adwords

On the other hand I noticed that Google Adwords take now 6 lines on each page and sidebar.

It looks like it is the very important change and income source for Google.

Let’s see if this recent change has impact on average conversion rate.

We managed a couple of campaigns recently for our clients and we noticed many major changes: more functions and more customization possibilities.

Multidevice online searches

Our habits are changing all the time. The multidevice online searches are really common activity. We use many electronic devices that are connected to Internet at home, at work. As a consequence search engines started monitor our online searches and our behaviour.

According Google – the tablets and smartphones changed the web searching experience:

77% of mobile searches are in a location (home or work) where people are likely to have a
PC available to them.
Source: Mobile Search Moments Study
March 2013

90% of multiple device owners switch between screens to complete tasks.
Source: The New Multi-Screen World
August 2012

According Google data our multivice online searches have changed our habits importantly, especially in e-commerce area.

Please look at the infographic below:

multi device search

PDF version – multi-screen-world-infographic_infographics

I saw also other researches that presented a purchase process by using different devices.

Simply the outcome of  multidevice purchasing was following:

  • if a customer see the same product offer on many devices correctly, she/he will be more willing to buy. This pre-purchasing activity will help in taking decision. 67% of Internet users are buying by using many devices in the same time.
  • if a customer sees too many products at your offer on PC, you can differentiate this offer by mobile device – less products on tablets, lesser products on smartphone website.
  • you can combine multichannel sales to present better offer.
  • usability of websites on different devices is a key factor of success
  • the great content, great offer – it is another surplus!

More targeted offer  – the less risk and higher conversion of sales

Product optimization vs. consumer health

Today I read a great article about the food product optimization vs. consumer health in relation to the junk food in USA. There are people that really would like to change the production of food and try to change it. Good people, good engineers.

My thoughts after reading this article are following:

  1. Junk food is a very efficient business and very prosperous for their producers ( there are great examples in the article)
  2. CEO of junk food producers are not interested in healthy society and don’t understand their engineers language
  3. Junk food is a art of chemistry – not an art of nutrition that is needed for people.
  4. Junk food is everything about smell, touch, feel, sip, swirl and taste
  5. the food industry already knew some things about making people happy – sugar
  6. Product optimization has different annotations for producers and consumers. We want to have a healthy, tasty food, they want to sell more and more in efficient way.
  7. Sensory-specific satiety is a guiding principle for the processed-food industry. The biggest hits — be they Coca-Cola or Doritos — owe their success to complex formulas that pique the taste buds enough to be alluring but don’t have a distinct, overriding single flavor that tells the brain to stop eating
  8. “Discover what consumers want to buy and give it to them with both barrels. Sell more, keep your job! How do marketers often translate these ‘rules’ into action on food? Our limbic brains love sugar, fat, salt. . . . So formulate products to deliver these. Perhaps add low-cost ingredients to boost profit margins. Then ‘supersize’ to sell more. . . . And advertise/promote to lock in ‘heavy users.’ Plenty of guilt to go around here!”

junk food

And some marketing information I found:

“In the process of product optimization, food engineers alter a litany of variables with the sole intent of finding the most perfect version (or versions) of a product. Ordinary consumers are paid to spend hours sitting in rooms where they touch, feel, sip, smell, swirl and taste whatever product is in question. Their opinions are dumped into a computer, and the data are sifted and sorted through a statistical method called conjoint analysis, which determines what features will be most attractive to consumers. “

More you can find on nyt.com