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E-Commerce: Vom Mythos zur Realität

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Vortrag von Alexander Graf beim Handelsimmobilienkongress in Berlin 2014

Veröffentlicht in: Business
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E-Commerce: Vom Mythos zur Realität

  1. 1. E-Commerce – vom Mythos zur Realität Handelsimmobilienkongress Berlin 2014 Alexander Graf, Gründer & Geschäftsführer eTribes
  2. 2. 100 90 80 70 60 50 Der Distanzhandel (rote Kurve) wächst aktuell sehr stark. Er nimmt sich die Marktanteile vom stationären Handel, da der Kataloghandel (schwarze Kurve) schon auf niedrigem Niveau ist 40 30 20 10 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 alexander.graf@etribes.de
  3. 3. 500,00 450,00 400,00 350,00 300,00 250,00 200,00 150,00 100,00 Wenn der Distanzhandel (rot) weiter so wächst, dann wird er 2020 ca. 1/3 von gesamten Einzelhandel (ohne Food) grüne Kurve ausmachen. Inkl. Food ergibt sich die blaue Kurve 50,00 0,00 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 alexander.graf@etribes.de
  4. 4. 74% 59% 50% 41% 45% 30% 25% 6% 63% 66% 68% 69% 54% Das immense Wachstum kommt über das Wachstum der Vielbesteller (mehr als 10x/Jahr online) – rote Kurve. Schon jetzt sind 74% aller Kunden (14-64 Jahre) online – blaue Kurve 8% 9% 11% 11% 13% 14% alexander.graf@etribes.de 17% 21%
  5. 5. Das Wachstum hat erhebliche (negative) Auswirkungen auf den stationären Handel alexander.graf@etribes.de
  6. 6. Multichannel Multichannel kann den stationären Handel nicht retten. Kunden sind nicht loyal. Nur 0,1% der Kunden shoppen vollständig loyal! 0,1% alexander.graf@etribes.de
  7. 7. Stationär Anbieterauswahl Produktauswahl Produktkauf Stationär und online wird sehr verschieden eingekauft. Online ist der Händler nur „Transaktionsgehilfe“ Produktauswahl Anbieterauswahl E-Commerce alexander.graf@etribes.de Produktkauf
  8. 8. Wer gewinnt? Vertikale Händler ( ASOS , Primark) Hersteller (z.B. VITRA) Kostenführer (z.B. AMAZON) Nischenkonzepte (z.B. ETSY) alexander.graf@etribes.de
  9. 9. Der Onlinehandel wurde schon immer unterschätzt AMAZON „Menschen wollen Bücher im Laden kaufen. Sie wollen beraten werden.“ ZAPPOS „Niemand will wirklich Schuhe online kaufen. Schuhe sind komplizierte Produkte. Die muss man vorher anprobieren.“ ??? „Möbel kann man nicht gut online verkaufen. Die Kunden wollen doch vorher mal auf dem Sofa sitzen.“ CARUSO „Ich glaube aber, dass die Wiedergeburt des Einzelhandels kommen wird, wenn Entwickler, Händler und Städte es verstehen, den Einkauf auf eine dauerhafte Basis zu stellen..“ STARBUCKS „The large slowdown we saw in the month of December in traffic was very broad based. It wasn’t unique to any particular region. It wasn’t unique to any particular day-part or product set or product line. There was just fewer people out there shopping, and so fewer people for us to capture and provide some great experiences in our stores.” alexander.graf@etribes.de
  10. 10. Angenommen sie haben ein Spielzeugfachgeschäft. Was würden Sie tun? alexander.graf@etribes.de
  11. 11. Werden die frequenzstarken Lagen in Zukunft alle zu Pop Up Stores? alexander.graf@etribes.de
  12. 12. eTribes: Beratung, Projektmanagement und Interimsmanagement für digitale Geschäftsmodelle. alexander.graf@etribes.de Bilder: Fotolia.com

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