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Data based overview of the German E-Commerce market
Erik Meierhoff
Head of B2B Business
@Meierhoff
agenda
3 data insights – focus on customers
1 market overview and idealo key facts
2 data insights – focus on marketplaces and shops
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E-Commerce market in Germany Desktop & mobile Page impressions in q4/2017
*source: similarweb.com, without App traffic
1,400m
145,9 Mio.
776m
146m
128m
50m
16m
46m
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E-Commerce market in Germany Development of desktop & mobile traffic from q4/2016 to q4/2017
+ 0.76%
+ 1.74%
- 1.29%
+ 32.57%
- 24.93%
+ 21.88%
+ 54.73%**
*source: similarweb.com, without App traffic ** q4/2016: real.de + hitmeister.de
highest absolute growth: 31.5 million
q4 / 2016
q4 / 2017
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idealo key facts
18 years of experience
42% direct traffic*
700+ employees
*direct traffic 42% (direct + App-usage
16m+ visitors every month
5.5m App downloads – 90,000 daily active users
4th biggest E-Commerce website in Germany**
** based on desktop and mobile page impressions, no apps; source: similarweb.de
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Data aggregation
50,000 ONLINE SHOPS
42 MILLION VISITS PER MONTH
2+ MILLION PRODUCTS
330 MILLION OFFERS
2 BILLION DATA CHANGES PER DAY
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agenda
3 data insights – focus on customers
1 market overview and idealo key facts
2 data insights – focus on marketplaces and shops
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When we talk about the German E-Commerce market, we must talk about Amazon.
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an Amazon offer on position 9 gets as much clicks as an average-offer on position 3 (brand-performance)
almost 30% of Amazon lead-outs go to foreign marketplace-sellers
96% of idealo users are Amazon customers
48% of idealo users are Amazon prime customers
0.7% of all Amazon.de visits are from idealo.de; referral No.1
7 of top 10 Amazon marketplace-sellers are not from Germany
Amazon and idealo Amazon is a key partner of idealo
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In which categories are merchants better than Amazon?
(based on brand performance)
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Merchants vs. Amazon In which categories are merchants better than Amazon?
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So Amazon must have competitive prices, right?
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Cheapest price on idealo:
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WELL THEN?
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1. IMPORTANCE OF POSITIONING ON IDEALO
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Lead-out share depends on positioning of OoP*
11 €
11 €
13 €
14 €
15 €
16 €
17 €
18 €
19 €
20 €
position 1
position 2
position 3
position 4
position 5
position 6
position 7
position 8
position 9
position 10
lead-outs depend on positioning
50.6%
18.8%
9.7%
6.2%
4.2%
3.1%
2.4%
1.9%
1.5%
1.3%
Want this presentation? [email protected] * OoP = Offers of Product
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2. THERE HAS TO BE MORE THAN THE PRICE
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Price is not the only important criteria In which categories are pure players better than marketplaces?
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3. KNOW THE CUSTOMER
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INFORMATION VS. PURCHASE
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Lead-outs 2016 vs. 2017
January March May July September November
50% increase of lead-outs comparing Black Friday 2016 vs. 2017
2016 2017
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Deep Dive: PIs, lead-outs and direct purchases Main category: Cars & Motorcycles
0%
4%
8%
12%
16%
20%
Monday
Tuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Page impressions
Lead-outs
Direct purchases
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Monday is “information-day”
Sunday is “buying–day”
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Deep Dive: PIs, lead-outs and direct purchases Main category: Baby & Kids
0%
4%
8%
12%
16%
20%
Monday
Tuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Page impressions
Lead-outs
Direct purchases
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Wednesday is the most important day since information and buying are outstanding
highest direct purchase rate on Fridays
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Deep Dive: PIs, lead-outs and direct purchases Main category: Pharmacy & Health
0%
4%
8%
12%
16%
20%
Monday
Tuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Page impressions
Lead-outs
Direct purchases
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FMCG: Information and buying almost at the same level (except on Mondays)
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Deep Dive: PIs, lead-outs and direct purchases Main category: Electronics
0%
4%
8%
12%
16%
20%
Monday
Tuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Page impressions
Lead-outs
Direct purchases
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high information rates at the beginning of the week
Sunday is buying-day
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Deep Dive: PIs, lead-outs and direct purchases Main category: Food & Drinks
0%
4%
8%
12%
16%
20%
Monday
Tuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Page impressions
Lead-outs
Direct purchases
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Deep Dive: PIs, lead-outs and direct purchases Main category: Gaming
0%
4%
8%
12%
16%
20%
Monday
Tuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Page impressions
Lead-outs
Direct purchases
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Deep Dive: PIs, lead-outs and direct purchases Main category: Home & Garden
0%
4%
8%
12%
16%
20%
Monday
Tuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Page impressions
Lead-outs
Direct purchases
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deep hole on Fridays (page impressions, lead-outs and purchases)
most buying transactions on Sundays
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Deep Dive: PIs, lead-outs and direct purchases Main category: Fashion & Accessories
0%
4%
8%
12%
16%
20%
Monday
Tuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Page impressions
Lead-outs
Direct purchases
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the weekend is full of movement
on Monday way below average
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Deep Dive: PIs, lead-outs and direct purchases Main category: Sport & Outdoor
0%
4%
8%
12%
16%
20%
Monday
Tuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Page impressions
Lead-outs
Direct purchases
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ensure your “Direktkauf” performance on Sundays
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Deep Dive: PIs, lead-outs and direct purchases Main category: Pet supplies
0%
4%
8%
12%
16%
20%
Monday
Tuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Page impressions
Lead-outs
Direct purchases
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ensure your “Direktkauf” performance on Sundays even more!
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What merchants can get from us.
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Data for merchants
• Performance Pixel. Track your Lead-outs
• Performance data. Visibility, Lead-outs (Shop), Lead-outs (marketplaces)
• Industry data (category based)
• Price data from competitors
• more to come…
Extract
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agenda
3 data insights – focus on customers
1 market overview and idealo key facts
2 data insights – focus on marketplaces and shops
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Present individual offers because the customers wants it?
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Customers and their data The (not) transparent customer
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I do NOT like the fact that my data, which I leave online, is evaluated and used for individualized offers.
Yes No don’t know
16%
32%
52%
I’m scared companies know too much about me and my preferences.
14%
30%
56%
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Customers and their data The (not) transparent customer
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Yes No don’t know
If I get offered attractive benefits, then I’ll reveal my personal details.
18%
30%
52%
BUT…
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Customers and their data The (not) transparent customer
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highly relevant little/not relevant relevant
How relevant are such individual advertisements and offers? 52%
36%
12%
AND…
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Where customers want to be advised in 2018…
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Advice the customer… …but where?
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(partly) Yes (partly) No neither ... nor
I check a product in a local store before I buy it online.
32%
32%
36%
AHA.
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Advice the customer… …but where?
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(partly) Yes (partly) No neither ... nor
On the internet I’ll rather find a more neutral advice than in a local store.
11%
38%
51%
OK.
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Advice the customer… …and how?
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(partly) Yes (partly) No neither ... nor
On the Internet, I can inform myself about a product in peace and quiet without being disturbed by a salesman.
3%
15%
82%
WOW!
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By the way, what about Alexa and Co.?
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Voice Commerce? Market penetration of smart home devices
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Yes No plan to buy
Do you have a smart home device?
26%
53%
21%
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Voice Commerce? Not at the moment.
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Yes Nope
For what have you used your smart home device, or for what can you imagine using it?
78%
70%
Listening to music
Order food / taxi
Gathering information
Set a phone call / text message
Use connected devices / smart home control
Order products (voice commerce)
83%
67%
71%
66%
22%
30%
17%
33%
29%
34%
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Want this presentation* Mail to:
presentation @ idealo . de
*) You will be subscribed to our newsletter
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Want some good advices right now?
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Want some good advices right now?*
come to our booth!
*) No bullshit
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Thank you!
Erik Meierhoff
Head of B2B Business
@Meierhoff
Presentation made with by the idealo B2B department
