The number of total population that EU that shop online varies from 45%-85%, while average yearly spend of total population EU varies from €94 to €953.
Still, there are a number trading obstacles to take care of.
To succeed, Bödmar said, publishers need unique products/services and economies of scale. The crossborder in Europe is also beginning to show its potential.
E-commerce outside EU is increasing as well. Free trade agreements increase the opportunities for e-commerce. Price will be challenged in a highly competitive world, and logistics will be of utmost importance, he said.
In e-commerce marketing, performance marketing is becoming the norm, according to Bödmar. Print is being discontinued more and more, and he’s seeing a hesitation towards TV media. Operating multi-channel is becoming more interesting, and new channels of marketing are evolving.
Consumers also are changing. They are multi-channel, they go everywhere and anywhere, and require instant fulfillment.
The e-commerce challenges nowadays are:
- Increased diversity.
- Increased complexity.
- Increased speed of change.
- Finding people with multi-lingual and cultural skills.
- Finding people with the right attitude and competencies.
- Keeping the speed up over time.
- E-commerce platforms are undervalued as advertisement channels.
- They represent a potential for direct contact with end consumers, e.g. focus groups.
- They are very often dead on in their target group, which make them efficient.
- The valuation paradigm shift is soon to come.
- “The only that is statistic is change.”