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Understanding the E
Commerce
Opportunity for
Tourism
Hayden Sutherland

© Ideal Interface Ltd
Introduction
Who am I ?

© Ideal Interface Ltd

• Hayden Sutherland
• Founder and lead consultant at Ideal
Interface
• A strategic digital and eCommerce
consultancy
• Based in Glasgow
• Twitter: @haydens30
• Blog: http://press20.blogspot.co.uk
Introduction
Some of our clients

© Ideal Interface Ltd
The Digital Economy
Think Big. Think
Global

© Ideal Interface Ltd

• Two billion people are now
connected to the Internet
• Almost $8 trillion now changes
hands each year through
eCommerce
• In some developed markets,
about two-thirds of all businesses
have a Web presence of some
kind
• And one-third of small & mediumsized businesses extensively use
Web technologies
eCommerce
Definition time

© Ideal Interface Ltd

• Definitions differ of what
eCommerce actually is
• “The buying and selling of products
or services conducted over electronic
systems such as the Internet (and
other computer networks)”
Wikipedia
• It’s
• B2C: Business to Consumer
• B2B: Business to Business
• And.. System to System
Scottish specific
Scottish e-Commerce
Study
May 2012

© Ideal Interface Ltd
© Ideal Interface Ltd
© Ideal Interface Ltd
Population & Internet
Penetration
Population
2012

Penetration
2012

© Ideal Interface Ltd
Population & Internet
Penetration
Population
2012

c

Penetration
2012

Europe
62% penetration
503M online users
© Ideal Interface Ltd
Population & Internet
Penetration
Population
2012

Penetration
2012

North America
80% penetration
281M online users

© Ideal Interface Ltd
Population & Internet
Penetration
Population
2012

Penetration
2012

© Ideal Interface Ltd

South America &
Caribbean
40% penetration
244M online users
Population & Internet
Penetration
Population
2012

Penetration
2012

Middle East & Africa
20% penetration
263M online users
© Ideal Interface Ltd
Population & Internet
Penetration
Populati
on
2012
Penetra
tion
2012

Asia & Oceania
29% penetration
1,133M online users
© Ideal Interface Ltd
Online Spend
UK
$49 Billion

Germany
$32 Billion
Japan
$64 Billion

Brazil
$12 Billion

USA
$226 Billion

Mexico
$1.7 Billion

China
$169
Billion

Argentina
$1.9 Billion
© Ideal Interface Ltd

India
$1.6 Billion
New
models
New
markets

© Ideal Interface Ltd

• It’s not just about replicating your
shop or printed brochure
• You have less physical and
product restrictions online
• Combine different approaches to
find what works
• It’s far easier to test & learn online
• What doesn’t work in one market,
might work in another
But forget about
International eCommerce…
… if you can’t get the basics right
first

© Ideal Interface Ltd
The basics
to serve
any market

•
•
•
•
•

Product
Payment & security
Fulfilment & returns
Customer Service
Marketing
(e.g. SEO, Social Media, PPC, etc.)

• User Experience
• Analytics

© Ideal Interface Ltd
Analytic
s
• Stand up please
• Stay standing if you currently
have an eCommerce site
• Stay standing if you are using
web analytics
• Stay standing if you use it to get
regular KPI’s (visits)
• Stay standing if you have ‘goals’
set up on your site
• Stay standing if you’re measuring
online sales in real time
• All of this is free!
© Ideal Interface Ltd
There’s an
opportunity

© Ideal Interface Ltd

• The UK leads in eCommerce
maturity
• Tourism competes globally
• Understand where your
customers are
• Use the free services
• Test & learn
© Ideal Interface Ltd
My Contact Details
• Hayden Sutherland
• hayden@idealinterface.co.uk
• www.idealinterface.co.uk
• @haydens30
• 0780 1341955

© Ideal Interface Ltd

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eCommerce Opportunity for Tourism ETAG 2014

Hinweis der Redaktion

  1. Source: McKinsey & Company (2012)
  2. Source: McKinsey & Company (2012)
  3. Source: Forrester World Online Population Forecasts
  4. Source: Forrester World Online Population Forecasts
  5. Source: Forrester World Online Population Forecasts
  6. Source: Forrester World Online Population Forecasts
  7. Source: Forrester World Online Population Forecasts
  8. Source: Forrester World Online Population Forecasts
  9. *Includes consumer to consumer salesSource: Forrester Online Retail Forecasts
  10. Stay standing if you have linked PPC to analytics