Presentation by Pieter De Vuyst at the eTrade Summit on October 4, 2013.

1. @pieterdvuyst
E-Trade Summit
4th of October 2013

2. @pieterdvuyst E-Trade Summit 4/10/2013
FACTS & FIGURES
1.000 BELGIANS

3. DIFFUSION OF INNOVATIONS
E. ROGERS
“Trying to convince the mass of a new idea is useless. Convince
innovators and early adopters first.”
@pieterdvuyst E-Trade Summit 4/10/2013

4. 46% 57%
E-COMMERCE HAS REACHED
THE NEXT LEVEL
2012 2013
@pieterdvuyst E-Trade Summit 4/10/2013

5. 2011
E-COMMERCE IS STILL ON
THE RISE
43%
2012
45%
2013
47%
MORE THAN 100€
PAST MONTH
2011
130
€
2012
163
€
2013
170
€
AVERAGE SPENDING
PER MONTH
@pieterdvuyst E-Trade Summit 4/10/2013

6. 2011
E-COMMERCE IS STILL ON
THE RISE
17%
2012
16%
2013
24%
MONTHLY PURCHASES
2011
29%
2012
29%
2013
36%
SPENDING MORE
COMPARED TO LAST YEAR
@pieterdvuyst E-Trade Summit 4/10/2013

7. Certainly
Not
E-COMMERCE IS STILL ON
THE RISE
Probably
Not
Neutral
FUTURE USAGE
Probably
51%
Certainly
38%
@pieterdvuyst E-Trade Summit 4/10/2013

8. 57%
59%
49%
42%
18-27
28-43
44-59
60+
2012
60%
62%
56%
55%
18-27
28-43
44-59
60+
2013
E-COMMERCE IS FOR ALL
GENERATIONS
@pieterdvuyst E-Trade Summit 4/10/2013

9. TOP 5 CATEGORIES
@pieterdvuyst E-Trade Summit 4/10/2013

10. CATEGORY
SEGMENTATIONPenetration
Frequency
SPECIALS
VOLUME
GENERATOR
NO VOLUME NICHE
@pieterdvuyst E-Trade Summit 4/10/2013

11. CATEGORY
SEGMENTATIONPenetration
Frequency
New kids on
the block
Luxurious / expensive
Products / services
Food
Entertainment &
fashion
@pieterdvuyst E-Trade Summit 4/10/2013

12. TRENDS
12345
@pieterdvuyst E-Trade Summit 4/10/2013

13. TRENDS
12345
Pricebreaker.
Price became an important differentiator.
@pieterdvuyst E-Trade Summit 4/10/2013

14. DRIVERS OF E-COMMERCE
43%I can find products and
services at lower prices
42%it saves time
35%it gets delivered to my door
34%I get access to special
discounts, promotions...
33%I'm able to shop 24
hours a day
+6%
+3%
@pieterdvuyst E-Trade Summit 4/10/2013

15. TRENDS
12345
Streaming > buying.
Streaming has capitalized on digital entertainment.
@pieterdvuyst E-Trade Summit 4/10/2013

16. Penetration
Frequency
CATEGORY
SEGMENTATION
SPECIALS
VOLUME
GENERATOR
NO VOLUME NICHE
CD / DVD / Blue-Ray
Digital Music
Digital Films / Series
@pieterdvuyst E-Trade Summit 4/10/2013

17. @pieterdvuyst E-Trade Summit 4/10/2013

18. @pieterdvuyst E-Trade Summit 4/10/2013

19. @pieterdvuyst E-Trade Summit 4/10/2013

20. TRENDS
12345
F@shion forward.
Fashion is the new star of e-commerce. Personal care,
sport products, toys & DIY are the new challengers.
@pieterdvuyst E-Trade Summit 4/10/2013

21. 46%
@pieterdvuyst E-Trade Summit 4/10/2013

22. BUY MORE IN
THE NEXT YEAR
2011
37%
2012
41%
2013
48%
@pieterdvuyst E-Trade Summit 4/10/2013

23. CATEGORY
ADVERTISING
@pieterdvuyst E-Trade Summit 4/10/2013

24. WEBSHOP AWARDS BELGIUM 2013
@pieterdvuyst E-Trade Summit 4/10/2013

25. 2011
NEW CHALLENGERS ON
THE MARKET
16%
2012
19%
2013
23%
PERSONAL CARE
2011
8%
2012
9%
2013
11%
SPORT PRODUCTS
SPECIAL DISCOUNTS LOWER PRICES
@pieterdvuyst E-Trade Summit 4/10/2013

26. @pieterdvuyst E-Trade Summit 4/10/2013

27. TRENDS
12345
Fingerfood.
Purchasing food online is for a niche.
@pieterdvuyst E-Trade Summit 4/10/2013

28. VOLUME
GENERATOR
NO VOLUME NICHE
Penetration
Frequency
CATEGORY
SEGMENTATION
SPECIALS
Food / Supermarket
@pieterdvuyst E-Trade Summit 4/10/2013

29. @pieterdvuyst E-Trade Summit 4/10/2013

30. TRENDS
12345
Trust or die.
Increasing trust is crucial to ensure a sustainable
growth.
@pieterdvuyst E-Trade Summit 4/10/2013

31. I HAVE FAITH IN
E-COMMERCE
2009
39%
2011
59%
2012
66%
2013
60%
@pieterdvuyst E-Trade Summit 4/10/2013

32. NO SMOOTH BUYING
PROCESS
2012
4%
2013
10%
@pieterdvuyst E-Trade Summit 4/10/2013

33. CREDIT CARD RELIABLE
PAYMENT METHODS
2012
57%
2013
49%
@pieterdvuyst E-Trade Summit 4/10/2013

34. CONSCIOUS FAULTY
INFORMATION
2012
17%
2013
25%
@pieterdvuyst E-Trade Summit 4/10/2013

35. FRAUD
RETURN SHIPMENT
2012
7%
2013
20%
@pieterdvuyst E-Trade Summit 4/10/2013

36. IT’S NOT A REVOLUTION
IT’S AN EVOLUTION
@pieterdvuyst E-Trade Summit 4/10/2013

37. TRUE, IT’S AN EVOLUTION
SO LET’S SURF THE BIGGER WAVE
@pieterdvuyst E-Trade Summit 4/10/2013

38. ‘‘Contrairement aux
autres pays, il n'y a pas
systématiquement de
boutiques online sur les
sites des magasins en
Belgique. ”
BELGIANWEBSITES
@pieterdvuyst E-Trade Summit 4/10/2013

39. MULTICHANNEL
“In 2030 denk ik dat
webshops nog groter zullen
geworden zijn. Toch zou ik
ook nog effectief gaan
winkelen omdat ik dat
gewoon leuk vind. Slenteren
langs de uitstalramen,
genieten, nee dat zou ik ook
niet willen missen.”
ONLINE BUYING, OFFLINE EXPERIENCE
@pieterdvuyst E-Trade Summit 4/10/2013

40. MULTICHANNELONLINE BUYING, OFFLINE EXPERIENCE
@pieterdvuyst E-Trade Summit 4/10/2013

41. NEW CHANNELSWANT A PIECE OF THE PIE
@pieterdvuyst E-Trade Summit 4/10/2013

42. M-TAILINGGENERATION
50%Receive a discount/coupon on your mobile
phone when you walk past a certain shop
30%Ability to purchase products via your
mobile phone
32%
Ability to receive more detailed product
information on your mobile phone when
looking at a product in a shop
@pieterdvuyst E-Trade Summit 4/10/2013

43. WRAP-UP
7 KEY TWEET-AWAYS
The next level
Pricebreaker.
Streaming > buying.
F@shion Forward.
Fingerfood.
Trust or die.
Surft the bigger wave.
@pieterdvuyst E-Trade Summit 4/10/2013

45. Pieter De Vuyst
Senior Research Manager
@pieterdvuyst
Pieter.DeVuyst@insites-consulting.com