seara yp - trenduri 2016 - elisabeta moraru (google)
TRANSCRIPT
Google Confidential and Proprietary
The e-commerce market in Romania
Google Confidential and Proprietary
The NOW
Romania is online
How often do you go online? Do you go online every day?
%
Especially consumers under 34 years old are online often.
The Connected Consumer Survey 2014-2015
The Romanian e-commerce market is growing
offline purchasesonline purchases
E-commerce growth in Romania ($ million)
+ 12.5% YoY
E-commerce share ($ million)
Online retail counts for a small share of the total retail, but it is growing fast.
GPeC Official Report of Romanian E-commerce Market in 2014 www.gpec.roeNet online research May-August 2014
2.2-2.5%
Top online categories in this market
IT&C
Home & decoFashion
Romanians love to buy electronics, clothes and decorations for home.
GPeC Official Report of Romanian E-commerce Market in 2014 www.gpec.ro
Google Internal Data
Queries evolution for the 3 main online categories in Romania
Online preferred payment & delivery methods
Card
payments 15%
Bank Transfer25-30%Cash on delivery
50-55%Online
payments6%
Romanians prefer to have delivered home their online purchases and to pay cash on delivery.
EuroMonitor 2014, thePayers.com,
There was a 70% increase in home deliveries from online purchases in the first 3 months of 2015.
Fastius Currier 2015, www.wall-street.ro
The Romanian online consumer is multi-device
The most used devices
1.9 devices per person (increase of
19% from 2013)
Romanians are connected and have more screens than ever.
The Connected Consumer Survey 2014-2015
23% 46%
60%
His path to purchase is more complex than ever
76% of consumers research online prior to purchase.
14% research only online.
Internet role in purchasing stages
Online sources used
The Connected Consumer Survey 2014-2015Smartphones are becoming the new research assistants. Research is the most important step online.
The path to purchase - on mobile
Smartphone role in purchasing stages &
activities
Smartphones are becoming the new research assistants.
19% of consumers research on smartphones
prior purchase and 6% used mobiles for their most recent purchase.
More than 100% increase in queries for apparel, home & garden or general merchandise compared to 2014.
The Connected Consumer Survey 2014-2015Google Internal Data
Today’s offline sales can be triggered by an online stimulus
Smart marketers allocate budgets based on the total sales each dollar drives on all touchpoints.
TotalSales
Sales viaCall-Centers
OnlineSales
OfflineSales
76%
29% 47%
Online research
Online purchase
Offline purchase
In Romania:
A lot of the consumers conduct pre-purchase online research and buy
offline.The Connected Consumer Survey 2014-2015
What matters in the consumer journey, online
Consider cross-device
behavior!
Consider Lifetime Value
Start from first interaction!
Move beyond the conversion!
AW
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THINK
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ACT
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Display
Direct
Paid Search
Remarketing
TimeInteractions – Actions – Decisions
First interaction
Organic
Brand
Diversified marketing
efforts
Google Internal Data
Google Confidential and Proprietary
The TOMORROW
Digital will inherit the Earth
Digital will inherit the Earth
Digital will inherit the Earth
The next big platform is...
The next big platform is...
...the subscription model still strives but only if high quality together with freemium content
...native digital ads - read, watch and listen
...ad blocking - improvement of quality - user experience and choice
...TV? - netflix, hulu, apple tv, youtube - convenience - we can watch anything on any device at any time
Money follow eyeballs
Thank you!