A lot of entrepreneurs and startups are fascinated with e-commerce businesses. While it seems fairly simple to setup an e-commerce website on easy to use platforms such as Shopify, running an e-commerce business can be a lot more challenging. This presentation will demystify all the elements you need to put together to run a successful e-commerce business, from how to drive traffic to an e-commerce site, how to convert visitors, to everything else behind the scenes in running a successful e-commerce business. Presentation on building a succesful ecommerce business given by Nishant Kapoor.

1. Building
a
successful
ecommerce
business
1
Nishant
Kapoor
General
Assembly,
Hong
Kong
August
13,
2014
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

2. What
is
ecommerce?
• Why
would
someone
buy
online
when
they
can
get
the
same
item/
same
price
in
the
neighbourhood
store?
2
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

3. What
is
ecommerce?
• Long
tail
=
abundance
of
choice
• Convenience
• InformaMon
/
reviews
• PersonalisaMon
• RecommendaMons
• Price
3
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

4. What
is
ecommerce?
4
ecommerce
Digital/
Online
Retail/
Merchandising
LogisMcs
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

5. 5
Ecommerce
business
models
• Retail
• Marketplace
• SubscripMon
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

6. Ecommerce
equa8ons
6
• Traffic
X
Conversion
=
Orders
• Orders
X
RetenMon
=
Customers
• Customers
=
?
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

7. Traffic
7
• Free
– Organic
Search
– Word
of
mouth
– Social
media
– Partnerships
– Inbound/
Content
• Paid
– Paid
Search
– Display/
Content
ads
– Offline
=
magazines,
direct
mail,
outdoor
ads
– Events
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

8. Conversion
=
Trust
• Building
trust
– Design
– Copy
(no
typos!)
– Site
security
– Contact
informaMon
– Live
Chat
– About
Us
– CerMficaMons
– Reviews
– TesMmonials
8
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

9. 9
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

10. 10
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

11. 11
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

12. 12
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

13. 13
PetProject.HK
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

14. LifeProject.HK
14
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

15. 15
PetProject
‘About
Us’
page
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

16. LifeProject
‘About
Us’
page
16
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

17. 17
Reviews
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

18. 18
Reviews
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

19. Reten8on
=
LEAP
• Loyalty
– Customer
service
– Returns
policy
• Enagement
– Emails/
communicaMon
– Social
media
– PersonalisaMon
• AnalyMcs
• Plagorm/
Plugins
19
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

20. Constantly
measure
and
improve
customer
sa8sfac8on
20
97%
98%
99%
3%
2%
1%
2013
Feb
2013
Oct
2014
Mar
%
Customers
would
Shop
with
us
again
Yes
No
97%
97%
100%
3%
3%
0%
2013
Feb
2013
Oct
2014
Mar
%
Customers
would
Recommend
us
to
Friends
Yes
No
76%
81%
79%
24%
17%
21%
0%
3%
2013
Feb
2013
Oct
2014
Mar
Overall
Experience
Excellent
Neutral
Poor
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

21. Analy8cs!
21
0:03:12
0:02:57
0:03:40
0:03:36
0:03:57
0:03:51
0:04:00
0:04:22
0:04:00
0:03:43
0:03:32
0:03:33
Minutes
on
site
per
visit
3.89
3.75
4.23
4.29
4.42
4.32
4.82
4.95
4.86
5.66
5.54
5.69
Pages
per
visit
1.19%
1.17%
1.73%
1.69%
2.15%
1.58%
1.95%
2.05%
2.03%
2.23%
2.07%
2.09%
Conversion
%
7.4
6.8
10.0
10.9
14.1
10.6
11.9
13.2
12.7
14.0
12.9
12.1
Revenue
per
visit
-­‐
HK$
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

22. Google
Analy8cs
22
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

23. Google
Analy8cs
–
custom
report
23
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

24. Google
Analy8cs
–
building
a
custom
report
24
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

25. Google
Analy8cs
–
purchase
funnel
25
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

26. Google
Analy8cs
–
building
a
purchase
funnel
26
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

27. Ecommerce
technology
/
placorms
• Own
website
– Hosted
SoluMons
–
eg.
Shopify,
Bigcommerce
– ApplicaMons
–
Magento,
OpenCart,
Prestashop
• Marketplace
channels
– Ebay
– Amazon
– Taobao/
Tmall
27
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

28. Ecommerce
Power
-­‐
Plugins!
• Email
–
mailchimp,
constant
contact
etc
• Targeked
segmented
emails
–
Windsor
Circle
• Chat
–
Olark,
Zopim
• Helpdesk
–
Zendesk,
Helpscout
• Inventory
management
• Social
–
JustUno
• Cart
recovery
• AnalyMcs
-­‐
Jirafe
• Mobile
–
martmobi
• Product
recommendaMons
• Reviews
-­‐
Yotpo
• Shopify
App
Store
hkp://apps.shopify.com/
• Magento
Extension
Marketplace
-­‐
hkp://www.magentocommerce.com/magento-­‐connect/
28
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

29. Ecommerce
Business
Model
29
hkps://docs.google.com/spreadsheets/d/1c7ZPiC3_4kOxURjp0_Ycmk7YaMBIjFIcE0kuFEFFR6c/edit?usp=sharing
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

30. 30
Ecommerce
in
Hong
Kong
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

31. 31
Ecommerce
in
Hong
Kong
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

32. 32
Ecommerce
in
Hong
Kong
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

33. 33
Ecommerce
in
Hong
Kong
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

34. 34
Ecommerce
in
Hong
Kong
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

35. Pet
ecommerce
in
Hong
Kong
PetProject
Apepet
Petpetorganic
Bcpets
WNP
HKJpets
Wisepet
Physical
Store
✗
✔
✔
✔
✔
✔
✗
Credit
Card
Checkout
✔
✗
✔
✗
✔
✔
✗
IntuMve
UI
✔
✗
✔
✗
✔
✗
✔
Email
newsleker
✔
✗
✗
✗
✔
✗
✗
Flexi
returns
policy
✔
✗
✗
✗
✗
✗
✔
Loyalty
Points
✔
✗
✗
✗
✗
✗
✗
Automated
follow
up
emails
✔
✗
✗
✗
✗
✗
✗
Product
Reviews
✔
✗
✗
✗
✗
✗
✗
Languages
Eng
&
Chi
Chi
Chi
Chi
Eng
Chi
Eng
Live
Chat
✔
✗
✗
✗
✗
✗
✗
SubscripMon
In
process
✗
✗
✗
✗
✗
✗
Mobile
site/apps
In
process
✗
✗
✗
✗
✗
✗
35
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

36. PetProject
tes8monials
'By
the
way,
if
you
need
to
purchase
pet
food
or
treats,
etc.
I
would
recommend
this
newly
started
online
pet
shop
call
PetProject
HK.
They
have
excellent
customer
service
and
the
their
prices
are
very
reasonable
compared
to
other
ones
out
there.
Free
delivery
to
DB
if
order
over
HKD200.
Here
is
their
website:
hFp://petproject.hk/en
Their
staffs
are
very
friendly
and
speak
very
good
English.'
Posted
by
Angel
Chang
on
Discoverybayforum.com
'Thanks
for
the
delivery
this
morning.
I
am
very
happy
with
your
service
and
prices
and
you
can
count
on
me
as
a
loyal
customer.'
Gwendolyn
Moy,
Sheung
Wan
‘I
just
ordered
some
Frontline
for
my
dogs
from
this
site
-­‐
excellent
service
hFp://www.petproject.hk/’
Posted
by
Ed
on
AsiaXpat.com
pet
forum
'You
guys
are
AMAZING!
My
Pom
had
a
sudden
change
of
food
preferences
in
which
she
suddenly
hates
all
the
food
we
got
her.
Basically
this
meant
that
she
would
have
NO
FOOD
in
2
days
and
given
the
holidays,
I
was
freaking
out
trying
to
find
a
place
to
buy
organic,
gluten
free
food
for
my
furry
baby.
THANK
YOU,
PetProject
for
accommodaYng
my
request
to
deliver
as
early
as
possible!
I
wasn't
expecYng
delivery
unYl
a[er
Christmas
but
you
guys
are
amazing!!!
Thank
you
so
much
for
organizing
so
quickly!
Merry
Christmas!,
Posted
on
our
facebook
page
by
Robbie
Alvendia
These
are
unsolicited
comments
posted
by
these
HAPPY
customers
in
public
forums
J
36
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co

37. PetProject.HK
tes8monials
I
used
to
have
to
go
to
different
pet
stores
to
buy
my
dog
food.
Now
with
PetProject,
I
can
just
sit
at
my
desk
and
order
anyYme,
day
or
night.
I
can
choose
from
many
different
types.
The
Pinnacle
Duck
&
Potato
dry
dog
food
is
not
available
in
the
stores
and
my
dog
loves
it.
He
is
picky
and
has
gone
through
5
days
without
eaYng
if
it's
something
he
does
not
like.
Now
cannot
wait
to
get
his
food
and
waits
for
it
every
day.
Alexandra
Yung,
Jul
11,
2013
Requested
to
match
the
lowest
price
I
found
online
was
not
a
problem
a
refund
was
issued
in
less
than
24
hours.
Great
service
Wanyee
Ho,
Jul
8,
2013
One
of
the
best
online
shopping
experiences
in
HK
Moray
Taylor-­‐Smith,
Jun
30,
2013
Healthy
and
good
quality
food
for
dogs.
Great
delivery
service
from
PetProject.HK
Lesley
Davies,
May
13,
2013
Promptly
responsive
&
highly
efficient!
Zachary
Yeung,
May
2,
2013
Can
easily
buy
the
product(s)
from
this
shop
and
also
save
Yme
for
purchasing.
I
will
come
to
visit
again.
Alice
Leung,
Mar
21,
2013
Very
fast
delivery.
My
cats
love
it.
Alex
Wong,
Mar
20,
2013
Smooth
communicaYon,
helpful
staff,
effecYve
delivery
!
Damien
CHAN,
Mar
13,
2013
37
13-­‐Aug-­‐2014
Nishant
Kapoor,
nishant@lifeproject.co