The figures of the first quarter of 2010 on the Ecommerce will soon be published and despite the title of this article, it is not going have monstrous drop ...
In January 2010, although there was an increase of nearly 30% of transactions and credit card payments from January 2010 (source JDN) but still down from the month of December 2010!
progression continue, driven by rising creative shops and ecommerce by the significant growth of the biggest (sales-privee.com ...).
Where I'm pessimistic, it is on the margins of these sales sites online that I classified into 3 categories: •
The Mastodons as vente-privee.com, Brandalley, Placedestendances, Cloggs. ..: their resources (funds, files ...) and visibility (pub, buzz ...) put them at the moment free from difficulties, provided they are not resting on their laurels.
(The mail order companies also located in this category by cons have more difficulties because "sealed" by their traditional activity. Ex: Camif ..... their survival lies in their files! )
• Challengers as monshowroom.com, jefchaussures, Tape to the eye, ... are most susceptible.
In the development phase some do leave virtually no margin because of their advertising investments and remittances constants to create attractive and stick to the economic environment that favors the purchase discount (private sales, sales floating ...) This
are usually the sites that have more than one million Euros turnover and have not yet exceeded the 10 ...
Their survival? :
- Exceed the 10 ... by amortizing their costs -
- be "click and mortar" or manufacturer for more flexibility in its margins
- sell known brands
- innovate!
• The Lilliputians whose numbers are exploding ... mostly very limited number of structures (mom, dad, mom and girlfriend ... interns), shops that complement their business with online sales, wholesalers and discounters forrains who convert ...
Many entrepreneurs who are self-satisfied with the ceiling of their status and some marks or signs that have just developed an online catalog on their site without investing showcase.
When you are in this category, do not dream ... there remains limited to a salary as a teacher (but working 3 times) or you risk becoming Challenger to risk losing everything!
The dangers for E-tailers in 2010:
- Google moods: dependence on this search engine is a sword of Damocles ... This may overnight prefer a content site to a site selling online and change its policy of referencing as he could do with comparison shopping. The main
sites incorporate this risk in their business plan.
- outbidding sponsored links: because of competition, acquisition costs will increase significantly. The search of the click will be more difficult and even if "no click, no fee">>> "no fees, no sales" - Similarly, the difficulty of accessing perfectly targeted keywords will bring Marketers to expand investment in secondary keywords that convert less so ...
- race promotions: means lower margin
- saturation emailing: not to mention spam and fishing, fed up with the consumer is feeling the detriment of all. There is a general increase in churn and if tomorrow is sector was led to better legal framework, many files would be discarded ...
Imagine the consequences if the double Opt'in became mandatory?
And yes .. Ecommerce has become a real job that is no longer necessarily in the hands of IT or marketing departments but will tend to search for profiles of managers.
Especially a job that is changing because the old recipes do not work today ...
