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Wednesday 24th October 2012



   The impact of e-commerce
   and the digital economy in
           Catalonia



 Carles Revilla
 @crevilla

                              Cycle Digital Commerce
Digital Commerce Cycle

                               About me…


                I have worked in both the private and public sectors
                predominantly focusing on developing competitiveness,
                business growth and internationalization through the different
                forms of digital media.
 I am currently functioning as a freelance digital strategist enhancing
companies’ visibility and online business opportunities gain. I have experience
performing insights research and building customized and efficient digital
strategies in today connected world.

www.carlesrevilla.me
TW: @crevilla
www.linkedin.com/in/crevilla
Catalunya


Population: 7,5M (16%)
GDP: 220M (20%)
Exports: 55M (25%)
Capital: Barcelona, 1,6M
Port of BCN: 38M travelers
Airport: 33M passangers
Catalunya




                           GDP                                   GDP/cap



Font: http://prezi.com/cl1e3hslz3qz/singulars-jonathan-tepper/
ACC1Ó


ACC1Ó is the agency set up by the Catalan Government to make
Catalan enterprises more competitive throughout the world. Its
key aims are to drive innovation, internationalization and attract
inward investment.

ACC1Ó is based in Barcelona with an international network of a
further 34 Business Promotion Centers covering some 70
markets worldwide. It provides advice and practical help for
businesses with a vocation to expand worldwide.
ACC1Ó - Internation network
B                             The Internet economy in Europe


By 2016, the Internet economy will reach $4.2 trillion in
the G-20 economies.

If it were a national economy, the Internet economy
would rank in the world’s top five.

The Internet will contribute to contribute up to 8% of
GDP in some economies.

Font: Forrester European Online Retail Forecast: 2011 to 2016
 E-commerce in Europe


European markets will increase from €96.706M in 2011 to
€171.957M by 2016, a compound annual growth rate of
12.2%. Annual growth forecasted in Spain is around 18%.

By 2016, online sales will account for more than 14% of
total retail sales in the UK and 10% in Germany, the two
leading European markets in online sales. Average in the
UE will stand between 3,8% and 6,8%.


Font: The Boston Consulting group: The Internet Economy in the G-20
Sales / Purchases online




Percentage of companies selling/buying   Percentage of companies selling/buying
online in the UE                         online in Spain
Percentages of European
                                consumers buying online




                                                                  Catalunya: 40%




Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
B2C popular sales online



 The most popular items bought online in Catalunya are:

 - Hotels reservations
 - Flights
 - Clothing
 - Sports items
 - Books


Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia


                                                                                   Fashion & complements
                                                                                   group buying

                                                                                   Founded in 2006 in BCN
                                                                                   2011 turnover: 320M (+90%)
                                                                                   Markets: Spain, Italy, Mexico
                                                                                   & Brasil.
                                                                                   Acquired German dress-for-
                                                                                   les in 2011.
                                                                                   1000 employees
                                                                                   10.000 customers



Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia


                                                                    Flight & hotels search, comparison
                                                                    and booking engine

                                                                    Founded in 1999 in BCN
                                                                    Markets: Spain, Italy, France, Portugal,
                                                                    the UK, US, Turkey,…
                                                                     In 2011 merged with GO Voyages and
                                                                    acquired Opodo and Travellink to
                                                                    found the ODIGEO group.
                                                                    ODIGEO: 12 million customers in 28
                                                                    countries. €3.500 million turnover.



Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia



                                                                    Leisure group buying social
                                                                    ecommerce

                                                                    Founded in 2010 in BCN
                                                                    Markets: Spain & Italy. 130 cities
                                                                    Users: 6 million
                                                                    2011 turnover: 120 million
                                                                    Employees: 350
                                                                    Facebook fans: 450.000




Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia


                                                                    Fashion

                                                                    Founded in 1984 in BCN. Online shop
                                                                    in 2000.
                                                                    Markets: EU, USA, Canada, Turkey,
                                                                    Russia, China & Japan.
                                                                    Employees: 8.600
                                                                     2011 turnover: 36,2 millions (online)




Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia


                                                                    Tourism group buying social
                                                                    ecommerce

                                                                    Founded in 2010 in BCN
                                                                    Markets: Spain, Italy, Portugal,
                                                                    Mexico, Argentina, Chile, Colombia &
                                                                    Uruguay.
                                                                    Partnered with US LivingSocial
                                                                    Users: 35 million subscribers (6M in
                                                                    Spain)
                                                                    Employees: 600
                                                                    2011 turnover: 1000 million


Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
Top e-commerce sites from Catalonia


                                                                                   Online supermarket

                                                                                   Founded in 2010 in BCN.
                                                                                   Markets: Spain
                                                                                   Employees: 20
                                                                                   Users: 60.000




Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
How ACC1Ó supports the Catalan SMEs




                    Create a
                    methodology

Detect a            Locate & select the
                    experts
shortage
                    Co-financing
The shortage


Catalan companies were underperforming on the Internet:

- No creation business opportunities
- Low rate of ecommerce
- Lack of digital strategies
- No links within online marketing and internationalization, lack
of market orientation
- Poor web designs and architectures
- No use of social platforms
The 2BDigital initiative



The 2BDigital initiative: Internet as an international marketing
tool.

MISSION: Incorporate Internet on the SME internationalization
strategy. Help Catalan companies develop a digital marketing
plan targeting their international markets and audiences.
The Consultants



PROFILE: External digital strategists; freelance or
small agency.

SELECTION PROCESS: Agency and personal profile +
cases studies + interview + pilot.
The Methodology



RESEARCH
GOALS
STRATEGY & TECHNIQUES
ARQUITECTURE
ANALYSIS
Research



AUDIENCE: Demography, sources of information, shopping
behaviour, social network presence,…
SECTOR: Marketplaces, directories, blogs, social networks,…
COMPETITION: web structure, usability & design, SEO
keywords, ORM, social networks,…
COMPANY: Resources, knowledge, team,…
Reseach: Links
Research: Trends
Set your goals


MARKETS   AUDIENCE          KPIs
Strategies and techniques
International search engine optimization
SEO: Stats Counter
SEO: Keywords
SEO: Adwords external tool
Marketplaces: emarketservices
Social Media
Social Media-Methodology



1)   Protect your brand
2)   Analyze
3)   Set your goals
4)   Define your action plan
5)   Measure
Social Media-Brand protection
Social Media-Monitoring
Social Media-Set your
           goals


- Increase sales?
- Brand awareness?
- Customer service?
- Human resources?
- Product feedback?
- Create loyalty?
Social Media – Action plan




- Choose the platforms
- Define the campaigns
- Schedule
- Assign responsibilities
- Train your team
Social Media - Measure




Measure what really matters to
incentive the company take the right
decisions.

-Have I get their attention?
- Are they sharing my content?
- Am I increasing sales?
DEFINE A GOOD WEBSITE




USABILITY: Make sure the user finds the information with the
minimum amount of clicks and intellectual effort.
Navigability



- Logical web architecture
- Easy to find information
- Load speed
- Easy contact or buying process
Accessability



                            Devices: responsive design
                            Browsers




www.responsinator.com                    Adobe browser lab
Readability


  - Structured content
  - Design and media
  - Fonts and colors




www.responsinator.com                  Adobe browser lab
Measure
Co-financing



       60 hours = 3.900€ (50%)
 30% web development (max. 3000€)
50% online advertisement (max. 1000€)
What’s next
From developed to developing countries
From fix to mobile
The Internet of things
A data explosion
The MWC



 67.000 people from 205 countries.
 1.500 companies
 12.500 app developers



 Develop a new industrial sector around
 mobility and transform Barcelona into the
 world’s leading mobile city.
Merci!
    @crevilla
 www.carlesvilla.me

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E-commerce and the digital economy in Catalonia

  • 1. Wednesday 24th October 2012 The impact of e-commerce and the digital economy in Catalonia Carles Revilla @crevilla Cycle Digital Commerce
  • 2. Digital Commerce Cycle About me… I have worked in both the private and public sectors predominantly focusing on developing competitiveness, business growth and internationalization through the different forms of digital media. I am currently functioning as a freelance digital strategist enhancing companies’ visibility and online business opportunities gain. I have experience performing insights research and building customized and efficient digital strategies in today connected world. www.carlesrevilla.me TW: @crevilla www.linkedin.com/in/crevilla
  • 3. Catalunya Population: 7,5M (16%) GDP: 220M (20%) Exports: 55M (25%) Capital: Barcelona, 1,6M Port of BCN: 38M travelers Airport: 33M passangers
  • 4. Catalunya GDP GDP/cap Font: http://prezi.com/cl1e3hslz3qz/singulars-jonathan-tepper/
  • 5. ACC1Ó ACC1Ó is the agency set up by the Catalan Government to make Catalan enterprises more competitive throughout the world. Its key aims are to drive innovation, internationalization and attract inward investment. ACC1Ó is based in Barcelona with an international network of a further 34 Business Promotion Centers covering some 70 markets worldwide. It provides advice and practical help for businesses with a vocation to expand worldwide.
  • 7. B  The Internet economy in Europe By 2016, the Internet economy will reach $4.2 trillion in the G-20 economies. If it were a national economy, the Internet economy would rank in the world’s top five. The Internet will contribute to contribute up to 8% of GDP in some economies. Font: Forrester European Online Retail Forecast: 2011 to 2016
  • 8.  E-commerce in Europe European markets will increase from €96.706M in 2011 to €171.957M by 2016, a compound annual growth rate of 12.2%. Annual growth forecasted in Spain is around 18%. By 2016, online sales will account for more than 14% of total retail sales in the UK and 10% in Germany, the two leading European markets in online sales. Average in the UE will stand between 3,8% and 6,8%. Font: The Boston Consulting group: The Internet Economy in the G-20
  • 9. Sales / Purchases online Percentage of companies selling/buying Percentage of companies selling/buying online in the UE online in Spain
  • 10. Percentages of European consumers buying online Catalunya: 40% Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
  • 11. B2C popular sales online The most popular items bought online in Catalunya are: - Hotels reservations - Flights - Clothing - Sports items - Books Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
  • 12. Top e-commerce sites from Catalonia Fashion & complements group buying Founded in 2006 in BCN 2011 turnover: 320M (+90%) Markets: Spain, Italy, Mexico & Brasil. Acquired German dress-for- les in 2011. 1000 employees 10.000 customers Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
  • 13. Top e-commerce sites from Catalonia Flight & hotels search, comparison and booking engine Founded in 1999 in BCN Markets: Spain, Italy, France, Portugal, the UK, US, Turkey,… In 2011 merged with GO Voyages and acquired Opodo and Travellink to found the ODIGEO group. ODIGEO: 12 million customers in 28 countries. €3.500 million turnover. Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
  • 14. Top e-commerce sites from Catalonia Leisure group buying social ecommerce Founded in 2010 in BCN Markets: Spain & Italy. 130 cities Users: 6 million 2011 turnover: 120 million Employees: 350 Facebook fans: 450.000 Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
  • 15. Top e-commerce sites from Catalonia Fashion Founded in 1984 in BCN. Online shop in 2000. Markets: EU, USA, Canada, Turkey, Russia, China & Japan. Employees: 8.600 2011 turnover: 36,2 millions (online) Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
  • 16. Top e-commerce sites from Catalonia Tourism group buying social ecommerce Founded in 2010 in BCN Markets: Spain, Italy, Portugal, Mexico, Argentina, Chile, Colombia & Uruguay. Partnered with US LivingSocial Users: 35 million subscribers (6M in Spain) Employees: 600 2011 turnover: 1000 million Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
  • 17. Top e-commerce sites from Catalonia Online supermarket Founded in 2010 in BCN. Markets: Spain Employees: 20 Users: 60.000 Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
  • 18. How ACC1Ó supports the Catalan SMEs Create a methodology Detect a Locate & select the experts shortage Co-financing
  • 19. The shortage Catalan companies were underperforming on the Internet: - No creation business opportunities - Low rate of ecommerce - Lack of digital strategies - No links within online marketing and internationalization, lack of market orientation - Poor web designs and architectures - No use of social platforms
  • 20. The 2BDigital initiative The 2BDigital initiative: Internet as an international marketing tool. MISSION: Incorporate Internet on the SME internationalization strategy. Help Catalan companies develop a digital marketing plan targeting their international markets and audiences.
  • 21. The Consultants PROFILE: External digital strategists; freelance or small agency. SELECTION PROCESS: Agency and personal profile + cases studies + interview + pilot.
  • 22. The Methodology RESEARCH GOALS STRATEGY & TECHNIQUES ARQUITECTURE ANALYSIS
  • 23. Research AUDIENCE: Demography, sources of information, shopping behaviour, social network presence,… SECTOR: Marketplaces, directories, blogs, social networks,… COMPETITION: web structure, usability & design, SEO keywords, ORM, social networks,… COMPANY: Resources, knowledge, team,…
  • 26. Set your goals MARKETS AUDIENCE KPIs
  • 34. Social Media-Methodology 1) Protect your brand 2) Analyze 3) Set your goals 4) Define your action plan 5) Measure
  • 37. Social Media-Set your goals - Increase sales? - Brand awareness? - Customer service? - Human resources? - Product feedback? - Create loyalty?
  • 38. Social Media – Action plan - Choose the platforms - Define the campaigns - Schedule - Assign responsibilities - Train your team
  • 39. Social Media - Measure Measure what really matters to incentive the company take the right decisions. -Have I get their attention? - Are they sharing my content? - Am I increasing sales?
  • 40. DEFINE A GOOD WEBSITE USABILITY: Make sure the user finds the information with the minimum amount of clicks and intellectual effort.
  • 41. Navigability - Logical web architecture - Easy to find information - Load speed - Easy contact or buying process
  • 42. Accessability Devices: responsive design Browsers www.responsinator.com Adobe browser lab
  • 43. Readability - Structured content - Design and media - Fonts and colors www.responsinator.com Adobe browser lab
  • 45. Co-financing 60 hours = 3.900€ (50%) 30% web development (max. 3000€) 50% online advertisement (max. 1000€)
  • 47. From developed to developing countries
  • 48. From fix to mobile
  • 49. The Internet of things
  • 51. The MWC 67.000 people from 205 countries. 1.500 companies 12.500 app developers Develop a new industrial sector around mobility and transform Barcelona into the world’s leading mobile city.
  • 52. Merci! @crevilla www.carlesvilla.me