1.Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 1 TONCNHTHNGMIINT-2012 Ngithchin:JoshYang

2. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 2 2.ExecutiveSummary(1of3) Tngquanthtrng TheU.S.e-commercemarketisbig($200B+),gettingbigger(9%CAGRthrough2015),andstill early(only9%oftotalretail) ThngmiintlmtthtrnglntiM(gitrhn200tUSD),cnhiutimnng phttrintrongtnglai(tltngtrngtnghphngnml9%tnhnnm2015)v vncnlmtthtrngmi(chim9%thtrngbnl) - MarketgrowthhasbeendrivenbyconsumersbecomingincreasinglyInternet-connected andcreditcardholding,andtheseconsumersbeingincreasinglyopentopurchasing online - Nguynnhndnnsphttrincathngmiintlnhvicngycngc nhiungitiudngsdngInternetvthtndng,hcxuhngcimvchp nhnvicmuahngtrnmnghn. Astheoveralle-commercemarkethasexpandedindollarvalue,e-commercestart-ups(e.g., nicheretailers,serviceproviders)havestartedtocommandlargeenoughaddressablemarkets tobecomesustainablebusinesses Nhnchung,vicgitrcathtrngthngmiinttngln(tnhtheonvUSD) khincccngtythngmiintkhinghip(Vd:cctrangbnl,cungcpdchv) btuhngnnhngthtrnglnchosphttrinbnvngvmrngvmtquy mtrongtnglai. - Inthelasttwoyears,severalnewbusinessmodelshavegarneredVCattentionand beguntoscale(e.g.,groupbuying,flashsales,subscription,onlinebrands) - Trong2nmvaqua,nhiumhnhkinhdoanhmithuhtschcaccquu tmohimvbtumrngquym.(Vd:hnhthcmuatheonhm,Flashsale, trphsdngsnphm/dchvtrongmtkhongthigian,thnghiuonline) - Consumershaveshownanewfoundwillingnesstotestnewe-commercebusiness models(seeShoeDazzle,RenttheRunway,GiltGroupe),buttheseareprimarilywealthier consumers 3. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 3 - Ngitiudngthhinsthchthvsnsngtrongvicthcchnhthcthng miintmi(VdnhShoeDazzle,RenttheRunway,GiltGroupe),nhngaphnh ucthunhpkhcao. - Theonlynewe-commercebusinessmodelthathasgainedsignificanttractionwiththe massconsumerisgroupbuying - Mhnhkinhdoanhthngmiintduynhtthuhtcschcaas ngitiudnglmuatheonhm. Thereisarestillseveralavenuestocreatingnewopportunitiesforine-commercebusiness Newbusinessmodelsarestillbeingborn-personalizationcompanieslikeTrunkCluband onlinebrandslikeWarbyParkercontinuetobringofflinemodelsintoexistenceonline Vncnnhiuconngtoranhngchimitronglnhvcthngmiint-Cc mhnhmivnangcthainghnvhonthin.Nhngcngtythinvvicxydng tringhimcnhnchongitiudngnhTrunkClubvccthnghiuonlinenhWarby Parkertiptcbinccmhnhvihnhthcbanulofflinethnhonlinechongitiu dng. Thereisalsoroomforcompaniestocloneorapplyexistingbusinessmodelstonewproduct categories,and/ortargettodifferentcustomersegments(e.g.,low-endvs.high-end,malevs. female) - Nhngcngtyvimhnhchocchcopyccmhnhmivncthtmthych ngtrongthtrngthngmiintbngcchnhmnsnphm/dchvmi hoctmkimnhngphnkhckhchhngkhc.(Vd:phnkhckhchhngtrung lu,thnglu,phnvnng) - Start-upsoftentakeexistingbusinessmodelsandapplyamarketingpivotoralternate strategy - Cccngtykhinghipthngbtuvinhngmhnhkinhdoanhcsnvch trngnhiunccchindchmarketingcngnhccchinlcthayth. 4. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 4 3.ExecutiveSummary(2of3) However,e-commercebusinessmodelsthatdontprovidereallong-termvaluetoconsumers willlikelymeetconsumerdisenchantment,churn,andendupasjustapassingtrend Tuynhin,ccmhnhthngmiintkhngcungcpcgitrludichongitiu dngsnhanhchnggpphisthcathtrngsaumtthigianngnvktthcnh mtxuhngnhtthi. Ingeneral,thenewerbusinessmodelsthathaveemerged(e.g.,subscription,C2C marketplaces,flashsales)tendtobefocusedonimpulsepurchases Nhnchung,ccmhnhkinhdoanhminigny(Vd:trphsdngsnph/dchv trongmtkhongthigian,chC2C,Flashsales)cxuhngtptrungvovicthcy ngitiudngmuasmnhiuhnngoikhoch. Althoughplannedpurchasesmakeupthemajorityofretailspendhistorically,older companieslikeAmazonandWayfairseemtohavelockedupplannedpurchasingontheweb,as thisrevolvesmorearoundsearchandcataloglayoutsthanemaildigests Dvicmuasmckhochcangitiudngchimphnlnthphntronglchsth trngbnl,nhngnhngcngtyluinhAmazonvWayfaircvnhanghnch muasmckhochtrnwebsitevnslmngitiudngtmkimvthamkhocatalog nhiuhnlcnidungcanhngemailthngbogin. Impulsebuyinghastakenofftargetedatthosewithmoretospend,buttheproblemhere isthatthesepurchasesgenerallyhavehigherratesofregretafterpurchase(i.e.,morereturns and/orchurn) Victhcyngitiudngmuasmnhiuhnngoikhochskhinngitiu dngchitinnhiuhn,nhngvnychnhlkhibthcgicmuasm,tlngitiu dngctchinhngsaukhimuacaohn(hocbmntquaytrlinhiuhn) Twonewerbusinessmodelsthatarelessreliantonimpulsepurchasesareonlinebrandsand crowdsourceddemand Haimhnhkinhdoanhmignytchtrngvovicthcymuasmlccthnghiu onlinevbnsnphm/dchvtheonhucucaaskhchhng. Onlinebrandsaresimplynewbrandsthathavechosenonlineasthemarketingchannel ofchoiceoverofflinebarrierstoentryinonlinebrandsincludestheexpertiserequiredtobuild averticallyintegratedsupplychain 5. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 5 Ccthnghiuonlinechnthunlnhngthnghiumichnknhmarketingchnhl online-nhngrocnchovicthmnhpvothtrngthnghiuonlinebaogmvictm kimnhngchuyngiacnthitxydngtchhpdctrongchuicungng. Crowdsourceddemandstart-ups(e.g.,Modcloth)alsorelylessonimpulsepurchases,as dosocialbookmarkingstart-upslikePinterest,whereuserscreateproductwishlistsforbuy later3 Mhnhbnsnphm/dchvtheonhucucaaskhchhng(Vd:Modcloth)cngt davovicthcynhucumuasm,cngtykhinghipmngxhinhPinterestlmt inhnhngch,ngidngcaPintereststoranhngdanhschsnphmmong munmuatrongtnglai. 6. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 6 4.ExecutiveSummary(3of3) AsmoreeyeballsmovefromPCtomobile,mobilee-commercewillbecomeveryimportant, andtheexperiencetodayisstillinearlystages Bivngycngcnhiungitiudngsdngccthitbdingnhiuhnmytnhc nhn,thtrngthngmiinttrnthitbdingtrnnrtquantrng,nhngnhng kinhnghimivithtrngnyvncnrtt. Currently,fewe-commercecompaniesarefocusedonmobile,leavingconsumersto browsee-commercesitesonbrowsersordownloadoneappperretailerthatactuallyhasone Hinti,rttcngtythngmiintchtrngthtrngcanhngngisdngthit bding,mthngngitiudngtruycpncctrangthngmiinttrncc trnhduytwebhoctingdngtngngcaminhphnphibnl. Thereiscriticaldistributionproblemformobilee-commerce,too,asconsumersmust downloadonenewappforeachretailer iunylmnysinhvnvphnphiivithtrngthngmiinttrnthitbdi ngvvimtnhbnl,ngitiudngliphitimtngdngtngngcanhbnl .Ngitiudngkhngcmtngdngchungtruycpchottcccnhphnphibn l. Start-upstacklingthespaceincludeCoffeeTable,TheFindCatalogue,andGoogleCatalog, buttheyareverybasicpreliminaryproducts cnhngcngtykhinghipcgnggiiquytvnnynhCoffeeTable,TheFind CataloguevGoogleCataloguenhngnhngcngcnyvncnrtngin. Finally,theproliferationofsocialnetworksinrecentyearscouldpotentiallyopenup opportunitiestocreateinherentlysocialshoppingexperiencesonline;however,this opportunityhasyettobecracked Cuicng,sbngncamngxhitrongnhngnmgnymraccchimiy timnngtoracctringhimmuasmonlinebngmngxhi;tuynhin,chiny vnchackhaithcnhiu. MostofthesocialcommerceactivityoccurringtodayareFacebookpop-upstoresand Twitter/Facebookbuttonsembeddedone-commerceproductpages Phnlncchotngthngmiinttrnmngxhichdnglimccccahng onlinetrnFacebookvnhngchcnngtheodi/thchcctrangfanpagesnphmthng miint. 7. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 7 Somecompaniesalsousethesocialgraphtomakereferralprogramseasier Mtscngtycngsdngbiuolnglngngitruycpwebsite,fanpagelm nhngchngtrnhgiithiusnphm/dchvthngquangitiudngddnghn. However,noclearclassofscalable,defensiblestart-upshascomeoutofsocialcommerce yet Tuynhin,vnchacmtcngtykhinghipnokhnngphttrinvcnhtranhbc rakhithtrngthngmiintcamngxhi. 8. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 8 5.Agenda Mclc E-CommerceMarketOverview Tngquanvthtrngthngmiint E-CommerceInnovationCycles Chukimitrongngnhthngmiint Appendix Phlc - KeyE-CommerceThemes - Chthngmiintchnh - MobileE-CommerceOverview - Tngquanthtrngthngmiinttrnding - SocialE-CommerceOverview5 - Tngquanvthtrngthngmiints5 9. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 9 6.TheU.S.e-commercemarketisbig($200B+),gettingbigger(9%CAGRthrough2015),andstill early(only9%oftotalretail) TnggitrcathtrngbnlthngmiinttiMln(hn200tUSD),angngy cngtngtrnglnhntrongtnglai(Tltngtrngtnghphngnml9%tnhn nm2015),vthtrngnyvncnkhmi(Chchim9%tngthtrngbnl). Source:Forrester,USOnlineRetailForecast(Feb2011) (http://www.forrester.com/rb/Research/us_online_retail_forecast%2C_2010_to_2015/q/id/58 596/t/2) 10. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 10 Ngun:Forrester,DbothtrngbnlcaM(Thng2/2011) (http://www.forrester.com/rb/Research/us_online_retail_forecast%2C_2010_to_2015/q/id/58 596/t/2) 11. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 11 7.MoreInternetusersareusingthewebforshopping,andfrequencyperuserisexpectedto increase Ngycngcnhiungisdnginternetsdngwebsitetrongvicmuasm,vicnydn tiskvngtngtnsutmuasmtrn/ngitrongthigianti. Source:DepartmentofCommerce,InternetWorldStats,Companyreports,JPMorgan2011 InternetSectorOutlook(http://www.slideshare.net/victori98pt/2011-internet-sector-outlook- by-j-p-morgan) Ngun:Bthngmi,Thngkvsdnginternet,BococacngtyJPMorgannm 2011:Trinvngphttrincathngmiint (http://www.slideshare.net/victori98pt/2011-internet-sector-outlook-by-j-p-morgan) 12. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 12 8.Consumersarecontinuingtoshiftretailbuyingonline,attheexpenseofthelikesofBestBuy, Macys,andWestfield Ngitiudngangcxuhngtiptcchuynsangsdngcchthngbnlonline,v chiphphitrchonhngnhnhiucachungnhBestBuy,MacysvWestfield Source:Forrester,USOnlineRetailForecast(Feb2011) (http://www.forrester.com/rb/Research/us_online_retail_forecast%2C_2010_to_2015/q/id/58 596/t/2) Ngun:Forrester,DbothtrngbnlonlineM(Thng2/2011) (http://www.forrester.com/rb/Research/us_online_retail_forecast%2C_2010_to_2015/q/id/58 596/t/2) 13. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 13 9.withthemostactiveonlinebuyersbeingthemostaffluent Nhngngimuahngonlinecnhhnglnnhttrnthtrngthngmiint Source:J.P.MorganInternetUserSurvey2010(http://www.slideshare.net/victori98pt/2011- internet-sector-outlook-by-j-p-morgan) Ngun:Khostngisdnginternet2010caJ.P.Morgan (http://www.slideshare.net/victori98pt/2011-internet-sector-outlook-by-j-p-morgan) 14. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 14 10.Althoughinnovationine-commercehadbeenlaggingfor10+years,thelast1-2yearshas seenanuptick Dsimitrongngnhthngmiintcxuhngkhngnnhtronghn10nm qua,chngtacngcchngkinnhngtphnibttrong1-2nmgny. Overall,innovationhasbeenrampantontheweb Nhnchung,ccwebsitelintcccpnhtvimi. 11ofthetop15overallsitesdidnotexisttenyearsago - 11websitetrongtop15websitengukhnghtnticchy10nm. SeveralfastriserscatertotheChinamarket(Baidu,QQ,Taobao,Sina) - MtlnsngthngmiintnilnpngnhucutithtrngTrungQuc (Baidu,QQ,Taobao,Sina) However,throughMarch2010,e-commercehadnotchangedmuch Tuynhin,tthng3nm2010,ngnhthngmiintkhngcnhiusthayi ByMarch2010,all15tope-commercesitesexisted10yearsago(NewEggfoundedin2001) -Trcthng3nm2010,top15websitethngmiinttntic10nm(ring NewEggcthnhlpvonm2001) Inthelasttwoyears,severalnewbusinessmodelshavebeguntomateriallydisruptthee- commercespace 15. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 15 Trong2nmgny,nhiumhnhkinhdoanhmixuthinbtuphnchialithphn thngmiint GrouponandLivingSocialhavebeguntoptraffickedsites - Mhnhmuatheonhmvsnhnggimgileolntopnhngwebsitevilng truycpnhiunht MultiplyisaprimitivebuthighlytraffickedmarketplaceservingSoutheastAsia - DchvmngxhiMultiplytuycnskhinhngcngtycmtthtrngtim nngngNamvilngtruycpcao. Source:AlexaTop500GlobalSites(note:subsidiarieslistedonAlexawereremoved,e.g., AmazonUK)FirstRoundCapital(http://redeye.firstround.com/2010/03/some-more-thoughts- on-innovation-in-ecommerce.html) Ngun:Bngxphng500websitetoncuclngtruycpcaonhttAlexa(ch:cc cngtyconclitktrnAlexabloib,Vd,AmazonUK)vFirstRoundCapital (http://redeye.firstround.com/2010/03/some-more-thoughts-on-innovation-in- ecommerce.html) 16. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 16 11.Overtime,thee-commercelandscapehasgravitatedtowardwealthycustomersandhigh- marginproducts(upandtotheright) Quathigian,thtrngthngmiinthngvnhngkhchhnggiucvnhngsn phmclinhunbincao(Trnvbnphihnhdi) 17. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 17 12.E-commercecompaniestypicallyhaveloweroperatingexpensesthanofflineretailers (Zapposisanexception) Cccngtythngmiintthngcchiphiuhnhthphncchthngbnltrc tuyn.(Zapposlmtngoil). 18. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 18 Typically,e-commerceretailingischeaperthanofflineretailing Thngthng,hthngbnlthngmiintrhnhthngbnloffline. Primarilydrivenbyonlinestorebeingcheaperthanoffline - Nguynnhnchyuldochiphxydngvvnhnhmtcahngonlinerhnca hngoffline. However,thisisnotalwaysthecase Tuynhin,khngphiiunylunlunng E-commercestart-upsoftenbuyatsmallerscale,slightlyhurtingCOGS Cccngtythngmiintkhinghipthngmuahnghavislngnh,iuny sgynhhngngihnghabnra. E-commercecompaniesoftenofferfreeshippingandreturnshippingtoencouragee- commerceadoption,drivingupfulfillmentcosts Nhiucngtythngmiintlachnminphtinvnchuynvitrhngha khuynkhchngitiudngsdngthngmiintnhiuhn,iunylmtngccchi phhonthnhmtnhng. Thehotteste-commercestart-upstendtofocusonhigh-margincategories,butfinancially speakinglow-margingoodscanbeprofitableonlineaswell Cccngtythngmiintanglnhinnaycxuhngtptrungvonhngngnhhng vilinhunbincao,tuynhinccngnhhngvilinhunbinthpcngcthsnsinhra linhun. Note: Ch: TargetdatabasedonFY200910-K(excludingitsnon-retailbusinesses) *10-KlmtbocohngnmcquynhbiybanchngkhonM(SEC)dngtm tt tnhhnhtichnhcacngtycphn.(Ngun:http://en.wikipedia.org/wiki/Form_10-K) DliucaTargetdatrntngktnmtichnh200910-K(loitrnhnglnhvckinh doanhkhnglinquannbnl) 19. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 19 AmazondatabasedonFY200510-K(priortoKindleandAWSbusinesses).However,this includesitsmarketplacebusiness DliucaAmazondatrntngktnmtichnh200510-K(trckhiphthnhKindlev dchvxydngwebsitecaAmazon(AmazonWebServiceAMZ)).Tuynhin,dliuny baogmttcccthtrngcaAmazon. BlueNiledatabasedonFY201010-K DliucaBlueNiledatrntngktnmtichnh201010K ZapposdatabasedonFY2008financials(fromHBScase) DliucaZapposdatrntngktnmtichnh2008(Tdliucatrngihc Harvard(HarvardBusinessSchool-HBS)) Source:Company10-Ks,HBScaseonZappos,InterviewwithHBSRetailingExpert Ngun:Boco10Kcacccngty,dliucatrngihcHarvard(HarvardBusiness SchoolHBS)vcngtyZappos,phngvnvichuyngiabnlcatrngihcHarvard). 20. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 20 13.Thebigplayersine-commerceappeartobemovingslowly(andtritely),leavingmuchroom forupstartstoplay Nhngngikhngltrongngnhthngmiintbtuxuthinnhngduhiu chmchp(vcnhmchn),nhnglichngchocccngtykhinghip. Amazoncontinuestoaddincremental featurestoitssite,whilecontinuously drivingtraffictootherdestinationsites (MyHabit,Soap,Endless,etc.) Amazontiptcthmvoccchcnng mitrnwebsite,trongkhivntiptc hnglngngitruycpncc websiteconkhccaAmazon(MyHabit, Soap,Endless,) Amazonappearstobeinvestingin mobilee-commerceviavoice-activated shopping,asitrecentlyacquiredavoice recognitiontechnologyYap Amazonbtuutvothtrng thngmiinttrnthitbding thngquacngnghmuasmbngcch nhndingingni,ngthiAmazon cngvamithutmccngngh nhndingingniYap. AsgrowthisslowingineBayscore marketplacebusiness,itappearstobe focusingonPaypal,particularlyinthe offlinemobilepaymentsspace VthtrngchnhcaeBayangtng trngchmli,nnhngbtutp trungvodchvPaypal,cbitltrong mngtrtinbngthitbdingkhimua hngoffline. Aseriesofacquisitionshavebolstered Paypalsreachandtechnology(Where, 21. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 21 Zong,Figcard,RedLaser,etc.) Mtlotcccngnghcmua cngcthmchodchvPaypals(Where, Zong,Figcard,RedLaster,) Walmarthascreated@WalmartLabsto exploresocialandmobileinnovationine- commerce Walmartthnhlpphngthnghim cngnghWalmartnghincucc tngmitrongngnhthngmiin ttrnthitddingvmngxhi However,itsrumoredideasarent innovative,anditwilllikelyexecuteslower thanstart-upsinthespace Tuynhin,cnhngtinnxuthin cctngctoratphngth nghimcaWalmartkhngthcsmang tnhsngtolmvthigiantrinkhai chmhncccngtykhinghiptrong cngngnh. Googlethreatenedtomakeaforayinto e-commercewithBoutiques,butrecently shutteredthateffortandappearstobe contentdrivinge-commercetrafficvia productsearch Googleedasthmnhpngnh thngmiintviwebsiteBoutiques, nhngmiyGooglengca Boutiquesvtptrungylngtruycp lnthngquavictngcngccchc nngtmkimsnphm. 22. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 22 23. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 23 14.Amazoncontinuestoaddincrementalfeaturestoitssite,whilecontinuouslydrivingtraffic tootherdestinationsites Amazontiptcthmvoccchcnngmitrnwebsite,trongkhivntiptchnglng ngitruycpnccwebsitekhc. Amazonscorebusinesscontinuestogrow,asmediaandgeneralmerchandisee-commerce continuetomakeupthebulkofrevenue NhngthtrngkinhdoanhchnhcaAmazontiptctngtrng,mngmedia/nidungs vbnlhnghathngmiintnichungtiptcchimphnlndoanhthu. Bysellingitsownelectronicplatformswell(KindleandFire),Amazonsrazor-bladestrategy hascontinuedtogrowitsmediabusiness(~13%CAGR2008-10) - Bngcchbnnhngthitbintnntngcamnh(KindlevFire),chinlcli dao-daococaAmazon(BnccthitbintnhKindlevigirgnnhkhng clinhunvkimlitvicbnccsnphmntheonhbiht,sch,video..)tip tcgipntngtrngmngkinhdoanhmedia/nidungs(tltngtrngtnghp hngnm13%200810) ServicessuchasAWSstillonlymakeuponly~4%ofnetrevenues(FY2010) - MngkinhdoanhdchvcaAmazonchchim4%doanhthuthun(Boconmti chnh2010) Onthepuree-commerceside,Amazonhasrecentlyre-designedthesitesaestheticsand addedfeatures Nuchxtvkhacnhthngmiintnthun,Amazongnytithitkligiao dincawebsitevthmvonhiuchcnng Potentiallytacklingmobilee-commerceproblemsbybuildingavoice-activatedpersonal shoppingassistant,similartoSiri(acquiredYapinNovember2011foritsvoice-recognition technology);hasalsorecentlyupdateditsmobileapps - Amazonangtmgiiphpchonhngvncathngmiinttrnthitbdi ngbngcchxydngngdnghtrmuasmcnhnckchhotbngging ni,tngtnhSiri(cmualibiYapvothng9nm2011nhmmcchs hucngnghnhndingingni);gnyngdngnyccpnhttrnthit bding. AmazonhasdecidednottoincludeFacebookConnectnorLikebuttons,optingforitsin-house system 24. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 24 - AmazonquytnhkhngnhngntktniFacebookhayntthchchohthng trongnh. Moreover,Amazonisfocusingongrowinge-commerceproductcategorieswithadistributed destinationsitestrategy(ratherthanhoardingalltraffictoAmazon.comforallcategories) Hnthna,Amazonangchtrngmrngmthngkinhdoanhbngcchtoranhng trangwebconphnphihngha(hnlhngttccclngtruycpnach Amazon.comchottcccloimthng) LaunchedMyHabit(Giltcompetitor)forwomensapparelinMay2011andEndlessforshoes - MyHabitlwebsitednhchoccmthngthitrangphnxuthinvothng5/2011 (dngcnhtranhviithGilt)vWebsiteEndlessdnhringchomthnggiy dp. AcquiredQuidsiinNov2010,thenlaunchedYoyo.comfortoysandWag.comforpetproducts - AmazonmualiQuidsivothng11/2010,sauchoramttrangYoyo.comchuynv chivWag.comdnhchonhngsnphmlinquannchmscthcng. Soap.comisexpandingintogroceryasofOct2011,despiteAmazonsownforayinearly2011 - Soap.comangmrngthnhmtcahngtphatthng10/2011,btchpsxm nhpcachnhAmazonvounm2011. Source: (1)http://techcrunch.com/2011/11/09/amazon-snaps-up-yap-and-its-voice-recognition- technology/ (2)http://online.wsj.com/article/SB10001424053111904716604576549413463996484.html (3)http://techcrunch.com/2011/10/31/amazons-shoes-and-accessories-e-commerce-site- endless-launches-iphone-app/ (4)http://techcrunch.com/2011/10/24/amazons-online-drugstore-soap-com-adds-groceries-to- the-list/ (5)http://www.techflash.com/seattle/2011/01/amazon-plans-to-expand-grocery.html (6)http://techcrunch.com/2011/09/20/after-pets-diapers-and-soap-amazons-quidsi-tackles- toys-with-retail-site-yoyo/ (7)http://techcrunch.com/2011/08/01/amazon-takes-gilt-groupe-competitor-myhabit-mobile- with-new-iphone-app/ 25. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 25 (8)Amazon2010AnnualReport(page27) Ngun: (1)http://techcrunch.com/2011/11/09/amazon-snaps-up-yap-and-its-voice-recognition- technology/ (2)http://online.wsj.com/article/SB10001424053111904716604576549413463996484.html (3)http://techcrunch.com/2011/10/31/amazons-shoes-and-accessories-e-commerce-site- endless-launches-iphone-app/ (4)http://techcrunch.com/2011/10/24/amazons-online-drugstore-soap-com-adds-groceries-to- the-list/ (5)http://www.techflash.com/seattle/2011/01/amazon-plans-to-expand-grocery.html (6)http://techcrunch.com/2011/09/20/after-pets-diapers-and-soap-amazons-quidsi-tackles- toys-with-retail-site-yoyo/ (7)http://techcrunch.com/2011/08/01/amazon-takes-gilt-groupe-competitor-myhabit-mobile- with-new-iphone-app/ (8)BocothngnincaAmazonnm2010(trang27) 26. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 26 15.Asmarketplacegrowthslows,eBayisexploringmobilepayments Vtctngtrngchmlicathtrngchnh,eBayangkhaithclnhvcmi:chitr thngquathitbding Growthinthee-commerceauction marketplacebusinesshasslowed,as Paypalnowrepresents39%ofeBays overallrevenueMarketplace HinPaypalchimti39%tngdoanhthu caeBay,iunychothytngtrng tronglnhvcbnugithngmi intcaeBaychmli. Consumerpurchasersaregradually shiftingawayfromauctione-commerceas othere-commercesupplyhasopenedup newbuyingchannels(e.g.,flashsales, offlineretailerscreatingonlinepresences) Ngitiudngangttdchchuynt knhbnhngthngmiintthng quauginccknhmuasmmi hn(Vd:flashsale,cahngonlineca ccnhbnloffline) eBayuserscannowscanproduct barcodesin-storeandaccesseBay marketplacelistingsontheirphones (resultofJune2010acquisitionof RedLaser) NgidngeBaycthscanmsnphm trongcahngvtruycpeBaynhn liktqutngngclitktrn inthoicah.(Ktqutvicmuali cngnghRedLaservothng6nm 2010) Userscanalsopostproblemsforsale withaquickscanofanofflinebarcode Ngidngcngcthginhngvn casnphmchbngcchscannhanh 27. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 27 mtmcodesnphmoffline. eBayuserscanalsoscanproduct barcodestofindlocalretailersinventory ofthatsameSKU.Onlinesearchescanalso accesslocalretailerinventory(resultof Miloacquisition) NgidngeBaycthscanmsnphm tmranhngnhbnlaphngc cngmsnphm.Khitmkimonline, ngidngcngcthtruycpnkho hngcanhbnlaphng(Ktqu cavicmualicngnghcaMilo). eBayultimatelywantslocalretailersto acceptPaypalasaformofpayment,but thisgrowthhasbeenslow.Itsacquisition ofWhereinSpring2011giveseBaya networkoflocalSMBs chncuicngcaeBaylmong munccnhbnlaphngchp nhnhnhthcchitrthngquaPaypal, nhngmcchnyvncnrtlumi tc.VicmualiWherevoma xunnm2011manglichoeBaymng licaccdoanhnghipaphngva vnh. ItsacquisitionofFigCardisalsoan attempttoincreasePaypalpenetrationin offlinepaymentsPaypal(FigCardisaUSB allowinguserstopayatlocalSMBsfrom theirmobilephonesviaPaypal).Italso acquiredZong,enablingusersto potentiallypayviatheirmobilephonebills VicmualiFigcardlmttrongnhngn lcnhmtngtrngthphncaPaypal tronglnhvcchitroffline(Figcardlmt USBchophpngidngtrticcmng 28. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 28 lidoanhnghipaphngvavnh tinthoidingcahthngqua Paypal).EbaycngmualiZong,chophp ngidngcthchitrhanin thoi. eBayhashadtheGroupGiftsfeature since2010,streamliningthegroupgifting process.TheyacquiredTheGiftsProjectin Sept2011,whichwaspreviouslypowering GroupGifts eBaycngchoramtchcnngmua qutheonhm(GroupGifts)ktnm 2010,nmgiqatrnhphttrinca muaqutheonhm.Hmualidn TheGiftstngthngtrhnhthcmua qutheonhmvothng9nm2011. Muaqutheonhmlhnhthcmibn bcngtrtinchomtmnquv ngimuachchnhthcbtrtintrong tikhonkhittcngicmimua quutrtintrneBay. eBayisalsoworkingonproduct recommendationsbasedonFacebookdata (justacquiredHunch)andafeature allowinguserstosolicitfeedbackfrom Facebookfriendspriortopurchase eBaycngangxctinraichcnng mi:khuynnghmuahngdatrnd liucaFacebook(bngcchmuali Hunch)vmtchcnngchophpngi sdngtphpnhngnhnxtcabn btrnFacebookaraquytnh muahng. Ngun: (1)http://techcrunch.com/2011/05/15/connecting-the-dots-on-ebays-local-shopping-strategy/ (2)http://techcrunch.com/2011/06/15/milo-fetch-allows-local-retailers-to-upload-their- inventory-to-ebay/ 29. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 29 (3)http://allthingsd.com/20110908/ebay-bets-on-social-commerce-with-acquisition-of-the- gifts-project/ 30. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 30 16.Walmart,meanwhile,isalsofocusedonsimilarsocialandmobileinitiatives,althoughwith lessurgency TrongkhiWalmartcngangtptrungvonhngsngkintngttrongngdngln mngxhivthitbding,nhngtcpbchhn. Walmarthasleverageditsgiganticofflinebrandintoe-commerce,garnering1.5billionvisits toWalmart.comeachyear(fourthhighest-traffice-commercesitebehindAmazon,eBayand Netflix,accordingtoAlexa) Walmartcngnngcpthnghiuofflinekhnglcanthnhthngmiint,thu htc1.5ttruycpvoWalmart.comminm(ngthbntrongtopccwebsitec lngtruycpcaonhtsauAmazon,eBayvNetflix,theosliuthngktAlexa) Evenso,e-commerceisstillasmallpartofitsoverallbusiness,whichgenerated$419Bin annualsalesand10.5billioncustomervisitsperyear(7xtheonlinetraffic) - Dvy,thngmiintvnchlmtphnnhtrongmingbnhWalmart thnghiuvidoanhsbnhngnml419tUSDv10.5triultkhchving thmminm(gp7lnlngtruycponline) ThisfocusonthecorebusinessmaylimitWal-Martsurgencytoinnovatequicklyandinvest heavilyine-commerce - VicchtrngnngnhkinhdoanhchnhcthhnchtnhcpbchcaWal-Mart trongvictoranhngngdngsngtonhanhchngvutmnhvothngmi int. LikeeBay,theybelievethatthenextfrontierfore-commercewillbesocialandmobile,and acquiredKosmixfor$300M+toformSiliconValley-based@WalmartLabs GingnheBay,htinrngchintrngtiptheocathngmiintsdinratrn mngxhivthitbding,WalMartmuaKosmixvigihn300triuUSDtonn phngnghincu@WalmarttithunglungcngnghSilicon. Onthesocialfront,theyarefocusedongiftingandvirtualend-caps(personalizedSKU recommendationsbasedonFacebookdata,intheformofcuratedemails) - Vmngxhi,Wal-Marttptrungvomngqutngvhthngktnio(c nhnhasnphmxutchokhchhngdatrndliucaFacebook,sau thngbocchnlcquaemailchokhchhng) Onthemobilefront,theyjustrevampedtheiriPadandiPhoneappsallowinguserstobrowse inventoryatlocalstores(likeMilo),scanproducts(likeRedLaser),andcreatevoice-activated shoppinglists 31. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 31 - Trnmttrnthitbding,Wal-MartchmicitinlingdngtrniPadviPhone chophpngisdngltquakhohngtinhngcahngaphng(nhMilo), scansnphm(nhRedLaser),vtoradanhschshoppingckchhotbnggng ni. Ngun: (1)http://allthingsd.com/20110615/what-wal-mart-has-in-store-for-making-commerce-social/ (2)http://www.washingtonpost.com/business/technology/walmart-introduces-new-iphone- ipad-apps/2011/11/09/gIQADBAC5M_story.html 32. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 32 17.Googlehaspulledbackonaforayintoane-commercedestinationsite,butisinnovatingon e-commercesearch Googlekhngtptrungvovicthmnhpth trngthngmiintthngquanhngtrang webconnamthcyccsngtotrongth trngtmkimthngmiint. GooglelaunchedBoutiques.cominNovember 2010,buthasdecidedtoshutitdowninOctober 2011 GooglechoraiwebsiteBoutiques.comvo thng11/2010,nhngquytnhngcan vothng10/2011. Boutiqueswasane-commercesiteallowing anyonetocurateaboutiqueoffavoriteproducts - Boutiquelmtwebsitethngmiint chophpbtkngisdngtoramtgian hngbaogmnhngsnphmyuthchcamnh. Shopperscouldfollowtheirfavoritecuratorsandclick-throughtotransactonotherretailers site - Ngimuahngcththeodinhngnhnhiuyuthchcahvnhpchut chuynnwebsitecanhbnl. However,theyrecentlyupdatedtheirProductSearchsite,withaheavyemphasison computervisionandmachinelearningalgorithms - Tuynhin,gnyGooglenngcpwebsitetmkimsnphmvivicnhnmnh voccthuttontmkimvphntch,giim,tnghphnhnh,dliutthgii tht. Theaimistoshowuserssimilarproductsortoallowuserstosearchbyproductcharacteristic (e.g.,reddress) - Mcchlnhmgipngisdngthngknhngmthngtngtvchophp htmkimsnphmbngcctnhnngcasnphm(Vd:Ngidngcnmuamt chicvy) Ngun: 33. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 33 http://googlecommerce.blogspot.com/2011/09/enhancing-shopping-experience-on- google.html 34. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 34 18.Agenda Mclc E-CommerceMarketOverview Tngquanvthtrngthngmiint E-CommerceInnovationCycles Chukimitrongthngmiint Appendix Phlc KeyE-CommerceThemes Nhngchchnhtrongthngmiint MobileE-CommerceOverview Tngquanthtrngthngmiinttrnthitbding SocialE-CommerceOverview Tngquanthtrngthngmiinttrnmngxhi 35. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 35 19.Typically,e-commercebusinessmodelsfollowacycle Thngthng,ccmhnhthngmiintthngitheomtchuk Description Miut Examples(Flash sales)Vdin hnh Oneorseveral companiesdevelop anewbusiness model Mthocnhiu cngtycngnhau phttrinmhnh kinhdoanhmi Oftenoriginates fromofflineanalog ortweakonother onlinemodel Gnnhlunbt ngunyhtt nhnghnhthc kinhdoanhoffline hociuchnht cchnhthconline khc GiltGroupe,m hnhVentePrivee Severalcompanies willclonegood business Nhiucngtycopy cchnhthckinh doanhmanglili nhun Slightvariations mayinclude geography, branding,strategy Chcskhcbit RueLaLa,Ideeli, Hautelook,MyHabit (Amazon), FashionVault(Ebay) 36. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 36 nhtrongitng khchhng,th trng,thnghiu vchinlc Severalcompanies beginreplicatingthe businessmodelin differentproduct categories. Nhiucngtybt umphngyht ccmhnhkinh doanhtrongccmt hngkhcnhau. OneKingsLane, Totsy,Zulily,Apply Lot18,GiltTaste, Jetsetter,Little CategoriesRue Severalcompanies willpulldifferent marketingleversto differentiate, includingtheme, pricing,content, influencer- marketing,etc Nhiucngtytos khcbitbngcc chindch marketingvicc cpkhcnhau, baogmch,ni dung,chinlctc nglnnginh hng, Fab,Ahalife, OpenSky,Net-a- Porter Insomeindustries, aggregatorscanbe succesfull Trongmtsngnh kinhdoanh,cc cngtyraisau thakcnhng kinhnghimvu MyNines, RowNine Aggregator 37. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 37 imcamhnhi trcvncth thnhcng. Criteriainclude highlyfragmented, commoditized products,low emphasison membership,etc Tiuchthnh cngbaogm ngnhcngnghip phiphnmnh cao,snphmmang tnhthngmi ha,tnhnmnh ntcchhi vin, 38. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 38 20.Severalbusinessmodelscyclesareshownbelow Chukcaccmhnhkinhdoanh TraditionalE- retailing Hnhthcbn ltruyn thng C2C Marketplace Thtrng C2C FlashSales FlashSales Group Buying/ Coupons Muatheo nhm/ Coupons Subscription Trphs dngsn phm/dch vtrong mtkhong thigian Amazon Ebay GiltGroupe, VentePrivee Woot ShoeDazzle Buy,NewEgg Half.com, Amazon, Marketplace RueLaLa, Ideeli, Hautelook, MyHabit (AMZ), FashionVault (Ebay) Groupon, LivingSocial, BuyWith Me, Facebook Deals, Google Offers Justfab, JewelMint Wayfair, B&N, ShoeBuy, Expedia AirBnB, SkillShare, Qraft OneKings Lane,Totsy, Zulily,Lot18, GiltTaste, Jetsetter,Little Rue,Gilt Home Plum District, Bevvy, Poggld Beachmint, Babbaco, Manpacks, Guyhaus Zappos, Bonobos Etsy Fab,Ahalife, OpenSky,Net- a-Porter, HotelTonight GiltCity Birchbox, Not AnotherBill 39. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 39 Shopzilla, PriceGrabber, Shopping.com, Google Product n/a MyNines, RowNine Yipit, DailyD, 8Coupons, TheDealMap n/a 21.Oneapproachtobrainstormingnewbusinessmodelsisportingofflineretailmodelsonline Mtcchtoranhngmhnhkinhdoanhmichnhlchuynccmhnhbnloffline sangonline Offlinemodel Mhnhoffline OfflineExample(s) Vdoffline OnlineAnalog(s) Mhnhonline tngt TraditionalRetail Hnhthcbnl truynthng Singlebrandretail stores Ccthnghiu bnlmtngnh hng Gap,American Apparel Everlane,Betabrand Walmart,Macys Amazon,Walmart 40. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 40 Multiplebrand retailstores Ccthnghiu bnlangnh hng Wholesaleretail Cchthngbnl theogis Costco None Venuegiftstore Cccahngqu tng Disneylandstores, stadiumstores Cahnglunim Disneyland,ca hnglunimtrong snvnng Facebookpop-up shops(toasmall extent) Nhngcahng Facebookdidng qungcopopup (chimdintch nh) Importgoodsshop Cccahngbn hnghanhpkhu n/a Ahalife Boutique/mom- and-pops n/a Shoptiques Outletretailstores Hthngcahng gimgicacc thnghiubnl Gap,BR Gilt,RueLaLa(to someextent) Gilt,RueLaLa(quy mnh) Alternativemodels Hnhthcbnl thayth Garagesale n/a C2Cmarketplace (Copious,Poshmark, Craigslist) ThtrngC2C (Copious,Poshmark, Craigslist) Auctions Bnugi n/a eBay,Swoopo Fukuburuku Baseballcards LBB 41. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 41 Fukuburuku:Phong tccaNhtdinra vongyunm mi.Ccsnphm sctngu nhintrongccti maymnvthng bnchbngmt nagisovibnh thng. Mailorder thngquath Mail-ordercatalogs Catalogsgin khchhngqua ngbuin TheFindCatalogues, CoffeeTable Ofthemonth clubs CLBcathng BMGCDClubs,Book clubs CLBBMGCD,CLB sch ShoeDazzle, Direct-Response TV Muatrctipqua TV AsseenonTV,HSN Ccchngtrnh muatrctiptrn TV,chngtrnh muasmtinh (HomeShopping NetworkHSN) Joyus Inflightdutyfree Cccahngmin thutrongsnbay Skymall Notpossible Khngth 42. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 42 22.E-commercecategoryanalysisshowsthatapparelandhomegoodsarefragmentedand competitive Phntchccngnhhngcathngmiintchrarngmthngthuvthitbnh cactnhphnmnhcaovcnhtranh. Note:InternetRetailerTop500Guide,WilliamBlairandCo,Expertanalysis Ch:Top500nhbnltrninternet,tcgiWilliamBlairvCo,Chuyngiaphntch. 43. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 43 23.Generally,buildingtherightproductandmarketingitwellarethekeyfactorsforasuccessful retailbusiness. Nichung,xydngsnphmthchhpvmarketingttlchakhachomtthnghiu bnlthnhcng. RetailSuccessFactors Yuttonnthnhcngchomtnhbnl Descriptio n Mt BuildingGreatRetailProduct Xydngsnphmbnltt MarketingThisRetailProductWell Marketingsnphmbnltt Whatyousell.Sourcingtheright products,basedoncustomerdemand Bncig?Chnngsnphmda trnnhucukhchhng Howyousellit.Choosingthe appropriatebusiness/pricingmodel Cchbnbnsnphm?Chnm hnhkinhdoanhvgihpl Buildingstrongbrand Xydngthnghiumnh Overallcustomerexperience (includinganyentertainmentvalue) Chntringhimtngth cakhchhng(baogmbtk gitrgiitr) Outboundmarketing(e.g.,mediabuying, marketingpartnerships,affiliateprog) Outboundmarketing(Vd:Mediabuying, tmkimitchptcqungb, chngtrnhhivin) Inboundmarketing(e.g.,SEO) Inboundmarketing(Vd:SEO) Incentivesforreferrals Khuynkhchkhchhnggiithiusn phmnnhngkhchhngkhc Incentivesforloyalty(i.e.,repeat purchase) Khuynkhchkhchhngthtchtlng trungthnhvithnghiu(Vd:Mua smnhiuln) Goals Mcch Drivehigherconversionratesonnew traffic ytlchuynicaohntrn lngngitruycpmi. Driveorganicreferralsandorganic loyaltyviaexcellentcustomer Driveneworganicandinorganictraffic ylngtruycptnglnthngquacc cngctmkimminphnhGooglev thngquaccqungcoadword,PPC (qungcotrtintrnmiclickchutca ngidnginternet-Payperclick) 44. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 44 experience yslncgiithiutrnnhng cngctmkimminphnhGoogle lncaohnvthtchtlngtrung thnhhuccakhchhngivi thnghiuthngquanhngtri nghimtuytvi. Driveinorganicreferrals ylnggiithiuvcln Driveinorganicloyalty Thtchtlngtrungthnhvccakhch hng Keysteps involved Ccbc chnh 45. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 45 24.Differentbusinessmodelsemploydifferentstrategiesalongeachstep,someofwhichare generalizable Ccmhnhkinhdoanhkhcnhauscnnhngchinlckhcnhauchomibcphttrin, mtstrongcthkhiqut. Group Buying Muatheo nhm Heavily market discounts Gimgi mnh Largesales teamsworking withlocal merchants Cncmti ngsalemnh lmvicvicc nhcungng aphng Simplistic, focusesondeal oftheday nginha li,chtrng dealcangy Affiliate programs Chng trnhhi vin Payheavily forcustomer acquisition Cnchiph lntrong victm kimkhch hng Email programs Chngtrnh email FlashSales FlashSales Exclusivity / membership club cquyn/ thnhvin culcb Heavily market discounts Gimgi mnh Source remnant inventoryfrom topbrands Hngtnkhot ccnhnhiu hngu Layoutnot focusedon category/search Cchspxp websitekhng chtrngn mthng/tm kim Content marketing Nidung marketing Referral programs Chng trnhgii thiusn phmthng quakhch hng Affiliate programs Email programs Chngtrnh email Referral programs (storecredit) Chngtrnh giithiusn phmthng quakhch hng(H thngtnh imcho khchhng) 46. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 46 Chng trnhhi vin Useof celebrities (OS) Sdngcc ngisao (OS) Subscriptio n Trph sdngsn phm/dch vtrong mtkhong thigian Curation, convenience and/or sampling Chuyngia chnla, tinliv/ hocpht muth Curators sourceindie goods Chuyngiatrong viccungcp ccsnphm canhng thnghiuc lp Freegoodsfor trialing Minphhng hachokhch hngdngth Userquizzes for personalization tcuhicho ngisdng tngtnhc nhnha Useof celebrities (ShoeDazzle) Sdngcc ngisao (ShoeDazzle) HeavyEmail programs Ccchng trnhgiemail ln Naturally retains khchhng tquaylivi thnghiu Online Brands Ccthng hiuonline Charity- focused (Warby Parker) Chtrng vong gptthin (Warby Parker) Unsophistcated manufacturing Quytrnhsn xutsnphm khngphctp Inspiration board (Betabrand) Chngtrnh tocmhng chonkhch hng (Betabrand) Affiliate programs Chng trnhhi vin Referral programs Chng trnhgii thiusn phmthng quakhch hng Email programs Chngtrnh giemail Salesand offers Gimgiv tngqu 47. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 47 Salesand offers Gimgiv tngqu Social Bookmarkin g Social bookmarkin g Design- rich,next- gen browsing Thitk phongph, ccthh trnhduyt webtip theo Mostlyaffiliate (crowd-sourced) Phnlnl chngtrnh thnhvin(Bn snphmda trnnhucuca askhch hng) Pinboard layoutoftop- ratedSKUs Hinthtop nhngsn phmc nhgicao Sharingis easyand natural Chiasth ddngv lbncht tnhinca conngi Standalone valueof creating wishlists value Nhnggi trco trongvic todanh schgitr khchhng mongmun nhnc tthng hiu Gamification (Lockerz) Thitkcc trchicho khchhng tngstng tcvithng hiu High entertainment (browsing) Tnhgiitr cao(ltweb) 48. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 48 25.Thereareseveralshoppingneedsthate-commercecompanieshavestillhadtroublefilling to-date Vncnnhiunhucumuasmmcccngtythngmiintvngpphircritrong vicgiiquytthamnkhchhngchonhmnay Description Miut E-commerce Progress Cchthngmi intgiiquytvn InstantGratification/ Immediacy thchnhtthi/ngaylp tc Consumersoftenwantto receive(andperhaps consume)purchased productsimmediatelyafter transacting Ngitiudngmun nhn(vcthlsdng) snphmcmuangay saukhihonthnhgiao dch AmazonPrimetwo-day shipping Chngtrnhvnchuyn hngtrongvng2ngyca Amazon SensoryExperience/ Sampling Tringhimvcmgic/ muth Consumersoftenneedto touchafabric,smella cologne,orsamplefood beforebuying Ngitiudngthng cnchmthvovi,ngi thnchoahocdng thmtmuthcnth trckhimua Birchboxandother samplingsites(low-cost sampling) Brichboxvnhngwebsite chuyncungcpmuth khc(Muthgithp) Free,easyreturns(e.g., Zappos,TrunkClub) itrhngminphv ngin(Vd:Zappos, TrunkClub) Education/Personalized Selling Giodc/cnhnhavic bnhng Forsomecategories, producteducationand/or personalizedsellingisthe norm(e.g.,cars,TVsets, make-up) Vimtsngnhhng, TrunkClubpersonalstylist Phongcchcnhnca TrunkClub Heavyeditorialand/or video(e.g.,Lot18,Jetsetter) 49. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 49 vicgiodcchongitiu dnghiuvsnphmv/ hoccnhnhatri nghimmuasmlchtiu nhgi(Vd:Xemy,b TV,mphm) Ccbivit,video(Vd: Lot18,Jetsetter) Note:HarvardBusinessKnowledge:RetailingRevolution,Oct2011 (http://hbswk.hbs.edu/item/6813.html?wknews=10122011) Ch:NgunttrngihcHarvard:Cuccchmngcangnhbnl,thng10/2011 (http://hbswk.hbs.edu/item/6813.html?wknews=10122011) 50. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 50 26.Agenda Mclc E-CommerceMarketOverview Tngquanvthtrngthngmiint E-CommerceInnovationCycles Chukimitrongthngmiint Appendix Phlc KeyE-CommerceThemes - Chchnhtrongthngmiint Groupbuying/couponing Muatheonhm/couponing Flashsales Flashsales Subscription Trphsdngsnphm/dchvtrongmtkhongthigian C2CMarketplaces ThtrngC2C OnlineBrands Ccnhnhiuonline Personalization Cnhnha CrowdsourcedDemand Bnsnphmdatrnnhucucaaskhchhng Miscellaneous Nhngphnkhc 51. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 51 MobileE-CommerceOverview Tngquanvthtrngthngmiinttrnthitbding SocialE-CommerceOverview Tngquanvthtrngthngmiinttrnmngxhi 52. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 52 27.Thegroupbuying/couponingspacehaslostabitofitsluster Ngnhkinhdoanhnhmmua/couponnhmtimtchthoquangtrongnhngngy ucan. GrouponandLivingSocialwerefrontrunnersintothedailydealsspace,spurringscoresof copycatsandnichecompetitors GrouponvLivingSociallnhngngiiutrongthtrngkinhdoanhdealhngngy,thc yvicraiccithlintccopyvcnhtranhvichnhh. However,initsthirdyearnow,thegroupbuyingindustryisfacingrisingdisenchantment,both fromcustomersandmerchants Tuynhin,sau3nmrai,ngnhkinhdoanhmuatheonhmangimtvisthang tngln,ctngitiudnglnnhsnxut. Merchantscomplainthatthelong-termeconomicsofdoinggroupbuyingisnotfavorable,as Groupondoeslittleforcustomerretention - Nhsnxutthanphinrngmctiukinhtludicavicthamgianhmmuakhng trinvnglm,vhnhthcmuatheonhmcngkhnggiphduytrkhchhngtt hn. Customersbuyingimpulsivelyoftendontendupusingthecoupons,resultingin~20% breakageuponexpiry - Victhcykhchhngmuadealngaylptcthngkhngktthcbngvichs sdngdeal,ktqul20%dealbquhnsdng. Somecustomersbuyandsellinsecond-handmarkets,but75%eitherbreakevenorlose moneyonthesedeals Mtskhchhngmuavbndeallilnhai,nhng75%trnghpbnlithngblhoc mttin. Asaresultofcustomerdisenchantment,dailydealssiteshavestruggledtoorganicallyretain customers,andmanyhavespentenormousamountsoncustomeracquisitionandarenow strugglingwithprofitability Nhmtktquttyucasthtkhchhng,nhngwebsitebndealphivtln gichnkhchhng,nhiuwebsitephibramtkhonphkhngltrongvictmkim khchhngvgpvnvivlinhun. 53. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 53 AccordingtoYipit,one-thirdoftrackeddaily-dealsites(170of530)havebeenshutdownor soldsofarin2011(includingthe#3player,BuyWithMe,sellingtoGilt);largercompanies effortshavefaredevenworse ThngquaYipit,1/3nhngtrangwebbndealctheodi(170trongs530)phsn hocbnlitrongnm2011(Baogm3wesitesln:BuyWithMe,SellingtoGilt);nlcca nhngcngtylnthmchcnkhintnhhnhtrnnthn. FacebooklaunchedadailydealsserviceinApril,onlytoshutdowninAugust - Facebookmmtdchvbndealhngngytrongthng4vngcachsau4 thnghotng. YelpslasheditsdailydealsproductteambyhalfinAugust,citingusersbeingunhappywith YelpDeals - Yelpctgimbphnchutrchnhimsnphmdealhngngycnmtna,vil dongitiudngcmthykhngthamnviYelpDeals. Foursquarehasoptednottogetintothedailydealsbusiness,butrathertopartnerwithlarger playerslikeGrouponandLivingSocial - Foursquarelachnkhngthamgiavongnhkinhdoanhdealhngngy,thayvo lbttayhptcvicccngtylnnhGrouponvLivingSocial Source: http://online.wsj.com/article/SB10001424053111904491704576575233025971542.html Ngun: http://online.wsj.com/article/SB10001424053111904491704576575233025971542.html 54. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 54 28.GrouponandLivingSocialsleadseemstobeexpanding,astherestofthepackcantmatch customeracquisitionspending GrouponvLivingSocalscvnhangmrngbivnhngcngtykhckhngthchu cchiphtmkimkhchhngmi. Source: http://www.readwriteweb.com/archives/over_1_billion_in_daily_deal_value_has_disappeared. php Ngun: http://www.readwriteweb.com/archives/over_1_billion_in_daily_deal_value_has_disappeared. php 55. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 55 29. Customershavebecomedisenchantedwithdailydeals,buyingonimpulsethenoftennotusing thecoupons Khchhngtrnnthvidealhngngy,muahngdatrnvicthcgickhchhng khngcncsdngnhiutrongmhnhkinhdoanhnhmmua BasedonasurveybyCityDeals,20%ofpurchaseddealsgounusedbeforeexpiring DatrnkhostcaCityDeals,20%dealcmuakhngcsdngtrckhihthn Somecustomersattempttosellunwanteddealspurchasedonimpulse,withonly25%making aprofit Khimuachvbthcgic,mtskhchhngcgngbnnhngdealkhngmunsdng, nhngch25%cli. 34%sellataloss,whichlikelyshapesthecustomertobecomemoredisciplinedaboutdaily dealpurchasesorquitaltogether - 34%bndealvigil,iunykhinkhchhngcntrngvnghimkhchn trongvicmuadealhngngyhoclkhngbaogimuana. 56. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 56 Source: http://www.readwriteweb.com/archives/over_1_billion_in_daily_deal_value_has_disappeared. php Ngun: http://www.readwriteweb.com/archives/over_1_billion_in_daily_deal_value_has_disappeared. php 57. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 57 30.Thecostofcustomeracquisitionhasskyrocketed(andARPUdeclined)asthedailydealhas struggledtoattractandretaincustomers Chiphchovictmkimkhchhngtngvt(vlinhuntrungbnhtrnmingis dnggimi)khilnhvckinhdoanhdealhngngyangphivtlnthuhtvduytr khchhng. Ngun:(1) http://online.wsj.com/article/SB10001424053111904491704576575233025971542.html; (2) http://online.wsj.com/article/SB10001424053111904563904576589132713012682.html 58. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 58 31. JungleCentsisaGrouponfore-commercegiftcertificates JungleCentslmtcngtythngmiintkinhdoanhhnhthcnhmmuachuynv mngqutngvoucher BonoboshasrunarecurringpromotiononJungleCents(distributedonAskMen),allowing userstopay$48fora$100Bonobosvoucher - BonoboschymtchngtrnhkhuynmitrnJungleCents(cphnphibi AskMen),chophpngisdngtr$48chomtvouchercaBonobostrgi$100. Onlye-commerceretailersexpectingveryhighuplift(90%+)willbeprofitablethesedeals - Chcnhngnhbnlthngmiintkvngtltngtrngcaotbin (90%+)micthsinhlitrongnhngthngvny. Note:sampleeconomicsforpartnerretailersisshowntotheleft - Ch:Nhngbiukinhtmuchoviclinktgiaccnhbnlbntri AsoflateNov2011,JungleCentshad2.2Mregisteredusers Tnhncuithng11/2011,JungleCentsc2.2triungingksdng Raised$1.5MinseedmoneyfromMarkCubaninOctober2010 Tngtinut1.5triuUSDtMarkCubanvothng10/2010 Ngun: 59. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 59 (1)Joshsanalysisandassumptions; (2)http://techcrunch.com/2010/10/22/mark-cuban-junglecents/ (3)http://techcrunch.com/2011/11/30/startups-investing-and-daily-deals-five-questions-with- mark-cuban/ 60. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 60 32.Agenda Mclc E-CommerceMarketOverview Tngquanvthtrngthngmiint E-CommerceInnovationCycles Chukimitrongthngmiint Appendix Phlc KeyE-CommerceThemes - Chchnhtrongthngmiint Groupbuying/couponing Muatheonhm/couponing Flashsales Flashsales Subscription Trphsdngsnphm/dchvtrongmtkhongthigian C2CMarketplaces ThtrngC2C OnlineBrands Ccnhnhiuonline Personalization Cnhnha CrowdsourcedDemand Bnsnphmdatrnnhucucaaskhchhng Miscellaneous Nhngphnkhc 61. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 61 MobileE-CommerceOverview Tngquanvthtrngthngmiinttrnthitbding SocialE-CommerceOverview Tngquanvthtrngthngmiinttrnmngxhi 62. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 62 33.Theflashsalesmodelisunderpressureonthesupplyside,asremnantinventorylevelsare decreasing Hnhthckinhdoanhflashsale(chsalemtsnphmduynhttrongmtkhongthigian nhtnh)angphichuplctnhcungngbivlnghngtnkhoanggimi. Whiletodaysflashsalesleaders(e.g.,Gilt,Hautelook,VentePrivee)havegrowntheir businessesbysellingluxuryretailersremnantinventory,todaytheyarelookingtochange businessmodelsasunsoldinventorysuppliesarelower - Trongkhicccngtydnutrongmhnhflashsale(Vd:Gilt,Hautelook,Vente Privee)mrngquymbngcchbnnhngmthngtnkhoxax,ngthihcng angtmcchthayimhnhkinhdoanhnhmtnguncungcphngtnkho khngbncvigithphn. Giltandcompetitorsrodethewaveofobscenelyhighinventorylevelsduringtherecession (upto10xnormallevels,accordingtoaformerexecutiveofNiemanMarcus),butretailershave adjustedandinventorylevelsaregoingdown - Giltvnhngcngtyithlmdylnlnsnglutrhngtnkhovislng lnsutthikkhnghong(gp10lnslngbnhthng,theomtchuyngiaca NiemanMarcus),nhngccnhbnliuchnhlivlnghngtnkhoang gimxung. Therefore,asflashsalessupplyisdecreasing,suppliespricesareincreasingandflashsales discountsaredecreasing(Giltsaveragediscounthasdecreasedfrom70%to40-50%,according toanalystreports) - Vnguncungchoflashsaleanggimvginguncunglitnglnnnkotheophn trmgimgicnggimxung(%gimgitrungbnhcaGiltsgimt70%n40% -50%,theomtbocophntch) Despitetheheadwinds,flashsalesitescontinuetoraiselargeamountsofventuremoneyat highvaluations Btchpnhngcnsngd,Flashsalevntiptcthuhtutvistinlntccqu utmohim BeyondtheRackraised$37MinNov2011,Giltraised$138MinMay,andIdeeliraised$41M - SauRackgyquut37triuUSDtrongthng11/2011,thng5Giltgyquc 138triuUSDvIdeelil41triuUSD. 63. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 63 Moreover,VentePrivee(Europeanflashsalesleader)justannouncedplanstoentertheU.S.in aJVwithAmericanExpress(licensingtheVentePriveebrandtotheJVandusingAmerican Expressslargecustomerlistasanacquisitionchannel) - Hnna,VentePrivee(ngutrongngnhkinhdoanhflashsalecachuu)chva micngbkhochthmnhpvothtrngMtrongmtlindoanhviAmerican Express(CpgiyphpchophpsdngthnghiuVentePriveecholindoanhvb li,lindoanhsccdanhschkhchhngcaAmericanExpresscngnhcc knhtmkimkhchhng) Giltandothershavebeenshiftingvendormixawayfromluxurybrandstowardsindiebrands Giltvnhngcngtykhcbtuchuynhngtnhngthnghiuxaxsangcc thnghiuclp Moreover,Gilthasbeguntoleverageitsstrongbrandtosellfull-pricedproductsintheU.S., departingfromsourcingremnantinventoryinitslatestproperty,Park&Bond - Hnthna,Giltbtunngcpthnghiubnnhngsnphmvigigc M,btutvictmkimnguncungtsnphmtnkhocnstlitrong WhiletheU.S.fashionflashsalessupplymightbesaturated,Giltisstillexpandingthismodel to90+countriesinternationally,aswellastonewcategories(e.g.,newlylaunchedGiltHometo competewithOKL) - Trongkhinguncungcamngthitrangtrongngnhkinhdoanhflashsaleangbbo hathGiltvnmrngmhnhnynhn90qucgiatrnkhpthgiingthi viccmthngmikhc.(Vd:GiltangmmttrangmicnhtranhviOKL) Ngun: (1)http://www.businessinsider.com/vente-prive-is-going-after-the-50-billion-us-remnant- inventory-market-2011-9 (2)http://techcrunch.com/2011/11/08/gilt-goes-global-expands-flash-sales-site-to-over-90- countries/ (3)http://techcrunch.com/2011/11/09/flash-sales-site-and-gilt-competitor-beyond-the-rack- raises-37-million/ (4)http://www.reuters.com/article/2011/10/17/us-flashsales-idUSTRE79G41X20111017 (5)http://techcrunch.com/2011/10/18/gilt-groupe-debuts-new-home-focused-retail-and- curated-content-site-to-take-on-one-kings-lane/ 64. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 64 34.However,theflashsalesmodelisstillpopularonthedemand-side,andfairlyconsistently acrossincomelevelstoo Tuygpkhkhnvmtnguncung,nhucuchoflashsalesvncnkhcao,vncngthch hpvinhiumcthunhpkhcnhau Notes:*Rolling4weeksendingAugust6,2011 Ch:Khostctinhnhtrongvng4tunvktthcvongy6.8.2011 Source:ExperianHitwise,August2011 (http://weblogs.hitwise.com/heatherdougherty/2011/08/huge_growth_continues_for_flas_1.h tml) 65. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 65 Ngun:ExperianHitwise,Thng8/2011 (http://weblogs.hitwise.com/heatherdougherty/2011/08/huge_growth_continues_for_flas_1.h tml) 66. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 66 35.andthereisstillplentyofstart-upactivityaroundflashsalesandotherdiscountede- commercemodels VvncnrtnhiuhotngcacccngtykhinghipxoayxungquanhFlashsalev nhnghnhthcgimgithngmiintkhc. Fromacustomerstandpoint,flashsaleanddailydealsitesprovideseveralkeycustomervalue propositions: Tquanimcamtkhchhng,flashsalevdealhngngycungcpchokhchhngnhiu gitrtrinvng. Discounts.Buying,thenmarketingandsellingremnantinventoryisonewaytooffer customersdiscounts,butflashsitesarealsohelpingbrands(primarilyindiebrands)get discoveredbyofferingselectproductsatdiscount - Gimgi.Mua,saumarketingvbnhngtnkhocnstlicnglmtcch nghgimgichokhchhng,nhngcctrangflashsitesngthicnggipqungb thnghiu(chyulccthnghiuclp)bngcchxutchokhchhngcc snphmchnlccgimgi. Curation.ThedearthofSKUsinmanyearly-stageflashsalesiteshelpedthembrand themselvesascuratorseverySKUseemedhand-pickedtothecustomer.Tothisend,flashsale sites(morethantraditionale-commercesites)havefocusedtheirmarketingonexpertcuration - Chuyngia.Skhanhimcasnphmtrongnhngnmucacctrangflashsale giphxydngthnghiunhlnhngchuyngiatuynchnsnphmmisn phmcvnhcgiaotntaynkhchhng.Timny,tacththycctrang flashsale(nhiuhncctrangthngmiinttruynthng)chtrngvokhacnh marketingthnghiunhccchuyngiatuynchnsnphm. Exclusivity.Whilemostflashsalesitesarenolongerexclusive,theurgencyandlimitedsupply ofdealsofferedstillcontributetotheexclusivitynatureoftheirbrands - cquyn:Trongkhiphnlncctrangflashsaleukhngcncquyn,tnhcp bchvnguncunghnchvntiptccngctnhcquynvnccaccthng hiu. Asaresult,severalstart-upshaveemergedinnon-fashioncategorieswithasimilarfeelto flashsalesites,butnotnecessarilysourcingremnantinventory Nhmtktquttyu,nhiucngtykhinghipnilntccngnhhngkhnglin quannthitrangckhnhiucimtngtvicctrangflashsale,nhngkhngcn thitphiitmccnguncungngthnghacntnkho. 67. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 67 Lot18,forexample,sellsdiscountedwineonline(whichisntnew),buttriestobranditselfas anexpertcuratorwithtop-notcheditorialcontentalongwithitsdeals - Lot18lmtvdkhibnruonline(khngphilrumi),nhngcgngxydng thnghiuchobnthnnhmtchuyngiatuynchnvinidunggiithiudnh chogiithnglubncnhnhngdealcaLot18. Severalothershavetakenotherapproachestoofferthesevaluepropositions Ccwebsitecnlithchnlanhngcchtipcnkhcnhaumangngitrchokhch hng Fab.comlaunchedaflashsalessitebrandingitselfaroundthethemeofdesign,sellingany numberofproductcategories,mostlyfromsmallbrandsanddesigners.Theyfocusheavilyon curation,butalsobringthediscountandexclusivityelement - Fab.commmttrongflashsalemivtxydngthnghiubnthnxoayxung quanhccthitkco,bnsnphmvibtkslngnomkhchhngmong mun,phnlnltccthnghiunhvccnhthitk.Hchtrngmnhn viclachn,nhngngthicngmangnccgimgihpdnvnhngyutc quyn. OpenSkyrecentlypivotedtobecomeaflashsalessiterelyingoncelebritiesasexpertcurators (andmarketers)ofdiscountedproducts(butnotnecessarilyremnantinventory) - OpenSkygnycngangxydngthnhmttrangflashsalevivicdavocc ngisaonhlccchuyngiatuynchn(vnhtipth)canhngsnphmgimgi (nhngkhngnhtthitphilhngtnkhocnstli) 68. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 68 36.Flashsalese-commercehascontributedseveralcustomeracquisitionbestpracticestothe e-commerceecosystem HnhthckinhdoanhthngmiintFlashsalecungcpnhngvdthctttnht trongvictmkimkhchhngivihthngthngmiint Emailprogram Chngtrnhgiemail Traditionally,e-commercee-mail programswereseenasspammyEmail Programs Nhngchngtrnhgiemailcamhnh thngmiinttruynthngbnh ginhlchngtrnhspamemail. However,giventhedailynatureof flashdeals,consumersbegantoaccept well-crafteddailyemailsfromflashand dailydealsites Tuynhin,cthuytphcbibncht salehngngycanhngdealthucflash sale,ngitiudngbtuchpnhn nhngemailcthitkpmttcc trangflashsalevdailydeal. Othere-commercesiteshavebegun usingcontent-filledemailprograms(e.g., Etsy) Cctrangthngmiintkhcbt usdngccchngtrnhgiemailc nidunghuch. Contentandcommerce Nidungvthngmi Excellenteditorial,photography,and videosarebeingusedinblogformsto attractandretaincustomers,pointing themtoproducts Nhngbivitxutsc,nhchp,vc videoangcsdngtronghnhthc blognhmmcchthuhtvduytr khchhng,chchohthyccsnphm thngmiint FlashsalessiteslikeNet-a-Porterand Giltarebringingcontentandcommerce totheforefrontasakeycustomer acquisitiontool NhngtrangFlashsalenhNeta-Porter vGiltangiutrongvicmangn nidungvthngmiintnhl mtcngctmkimkhchhnghiu 69. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 69 qu. OneKingsLane,Lot18,Birchbox,and Etsyarejustafewothercompanies buildingoutheavycontentprograms OneKingsLane,Lot18,BrichboxvEtsyl mttrongstnhngcngtyangxy dngccnidungchngtrnhviquy mln Refferalprogram Chngtrnhgiithiusnphmthng quakhchhng Flashsalestookoffassocialmedia sharingfeatureswerebecomingmain stream,andReferralProgramsmade invitingfriendstoane-commerce membershipeasy Trongngnhflashsalecangxuhng ngdngcccngcsocialmedia,vcc chngtrnhgiithiugipvicmibn btrthnhthnhvincamttrang thngmiinttrnnddnghn. Alongwithflashsalesbeliefinhigh lifetimevalue(retainingcustomerswith emailandcontentprograms),manyoffer creditdiscountstomemberswho successfullyinvitefriendstojoinas members Bncnhnimtincangnhkinhdoanh flashsaletrongviccungcpccgitr mangtnhludi(duytrkhchhngvi emailvnidungchngtrnhhuch), nhiunhcungcptngimchokhch hngnhngngithnhcngtrongvic mibnbcahthamgiavochng trnhthnhvin. Ngun: http://www.quora.com/Why-is-e-commerce-such-a-hot-area-in-venture-capital-now 70. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 70 37.Fabisaflashsalessitethathasgrownquickly,sellingseveralcategoriesofproductsalong onetheme:design Fablmttrangflashsalempht trinnhanhchngtkhimirai, bnnhiumthngkhcnhaucng vichchnh:Thitk Fabisadesign-basedflashsalessite thathasgrownquickly Fablmttrangflashsaledatrn victhitkmphttrinnhanh chngtkhirai Pivotedfromgaysocialnetwork, Fabulis,whichhad350kusers - Btutmtmngxhidnhringchogay,Fabulis,cimc350000ngis dng. In3-4months,Fabhasreached650kregisteredusersandestimated~$10Mgrossrevenue(at 1.2MusersbyDec11) - Trongvngt3-4thng,Fabtc650ngnngingksdngvctnh tngdoanhthul10triuUSD(vothng12.2011,Fabtc1.2ngingk sdng) Unlikeotherflashsalesventures,Fabdoesntjustapplythebusinessmodeltoafewnew productcategories(alaOKL,Lot18,GiltTaste) Khngnhnhngquutvomhnhflashsalekhc,Fabkhngpdngmhnhkinh doanhchvimtvimthng(alaOKL,Lot18,GiltTaste) Instead,Fabhaschosenatrendythem,design - Thayvo,Fabchnmtxuhngring,thitk Fabsellsanycategoryofproductaslongastheproductfitsitsdesigntheme - Fabbnbtkmthngnominlmthngphhpvichthitkcan. Customerswithaninterestinthistrend/themecanbuyallofitemshere 71. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 71 - Nhngkhchhngchngthvixuhng/chnycthmuattcccvtdng tiFab. InAugust2011,Fabraiseda$8MSeriesAledbyMenloVentures Vothng8nm2011,Fabnhncmtlotccut8triuUSDtquutMenlo. Source: (1) Joshsanalysisandassumptions (2) (2)FabCEOblog(http://betashop.com/post/10657024333/115-days-650-000-members- 100-000-orders-200-000) (3) http://betashop.com/post/8993831254/fab-com-further-integrates-social-commerce- with (4) http://venturebeat.com/2011/12/08/fab-com-40m-series-b/ 72. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 72 38.HotelTonightisessentiallyalast-minuteflashsaleforhotelremnantinventory,only availableonmobilephone HotelTonightlmtflashsalecnthitthamgiavothtrngtronggiaioncuivimt hnglphngtrngtrongcckhchsn,HotelTonightchcthsdngthngquainthoi ding. HotelTonightcuratessame-dayhotel inventorysoldtoconsumersfordiscounts HotelTonightlchuyngiatrongvictm kimnhngphngcntrngtrongkhch sncgimgitrongnhngngyging nhau. Focusedonasimplemobilebooking experience,booking"basic,""elegant,"or "hip"hotelsonthego Claimsthattheaverageaccountset-up takes80taps(vs.300onPCs)and4taps forsubsequentreservations(vs.100on PCs) - Chtrngvovictochokhch hngtringhimnginthngquavic tphngbngccthitbding,cho dltphnghngmccbn,hngnhthaylxaxtrnngi. - HotelTonightkhngnhrngvictomttikhontrntrangwebnychmt80ci gnhtrnbnphm(sovi300trnmytnhcnhn)v4lngchothaotct phngtiptheo. Expediaestimatesthat60%ofmobilebookingsaresameday(80%forHotwire) - Expediatnhtonrng60%cavictphngtrnthitbdinglcngmtngy (80%lthngquaHotwire) Thecompanywasoperatingin23marketsasoflateSept2011,andjustadded14new markets Cngtyhinangcmtti23thtrngkhcnhautnhtthng9/2011,vvamicthm 14thtrngmi 73. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 73 750,000downloadsasoflateSept2011 - Tnhnthng9/2011,ngdngctruycp750,000ln Unlikehardgoodsretail(e.g.,fashion,homegoods),hotelremnantinventoryisverydifficult tocontrolandlimit(novariationin"production"asinhardgoods) Khngnhccnhbnlchuynvsnphmhuhnh(Vd:Thitrang,giadngtrong nh),bnccphngcnstlicakhchsnrtkhqunlvhnch(khngcsa dngvsnphmnhsnphmhuhnh) Raised$3.25MfromBattery,Sequoia,andFirstRound cBattery,SequoiavFirstRoundrt3.25triuUSD Source:(1)http://allthingsd.com/20110510/hoteltonight-raises-2-25-million-for-last-minute- hotel-booking-app/ (2)http://techcrunch.com/2010/12/20/hotel-tonight-fulfills-some-of-paul-carrs-fantasies- actually-safe-for-work/ (3)http://gigaom.com/2011/09/29/hotel-tonight-looks-beyond-biz-travelers-to-vacations/ (4)http://venturebeat.com/2011/11/16/hoteltonight-calls-room-service-orders-up-8-6-million- series-b/ 74. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 74 39.oBazisacrowdsourcedhagglingservice,allowinguserstospecifydemandthenofferinga groupbuyingmodel oBazlmtdchvbnsnphmvthnglnggicdatrnyucucamng,cho phpngisdngcchnhrnhucucahsaulpthnhmtnhmmua. oBazisacrowdsourcedhagglingservice,allowinguserstovoteonproductstheylike oBazlmtdchvbnsnphmvthnglnggicdatrnyucucamng,n cnchophpngimuabnhchnsnphmmhyuthch oBazthennegotiatespriceswithvendorsonce25voteshavebeencast -oBazsausthnglnggicvinhcungcpcmilnslngbnhchnchosn phmtngln25ci. oBazalsocreatedafeaturecalledAisles,whichissimilartoOpenSky oBazcngtoramtchcnngcgilAisles,tngtviOpenSky Eachaisleisacategory(e.g.,parents,musicians,chefs,students)andexpertcuratorsfindflash deals(althoughnotcelebrity) 75. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 75 - Mimtaislelmtmthng(Vd:Bm,nhcs,bptrng,hcsinh)vnhng chuyngiastmkimccflashdeals(dkhngphiccngisao) RaisedaseedroundfromLightbankinJuly2011 ThuhtctinuttLIghtbankvothng7/2011 Ngun: http://techcrunch.com/2011/11/09/lightbank-backed-haggling-platform-obaz-shifts-focus-to- product-discovery-and-curation/ 76. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 76 40.BlippypivotedearlierthisyeartoHeartsy.me,aflashsalessiteforartisanalgoods BlippybtuunmnaytiachHeartsy.me,mttrangflashsalechuynvccsn phmthcng Heartsyisaflashsalessiteforartisanal goods,sellingproductssimilartothoseon Etsy Heartsylmttrangflashsalechuynvcc snphmthcng,ncngbnccsn phmtngttrnEtsy Retailingartisanalgoodsisnotaneasy business Bnlccsnphmthcngkhngphil mtngnhkinhdoanhddng EtsyhasthousandsofSKUsanddoesnt havetotakeinventoryriskbypredicting demandforanygivenSKU - Etsychngngnsnphmvkhngphichunguyclutrhngtnkhobngcch donnhucucakhchhngtrnmisnphm MostofEtsyproductsaresoldinsmallbatchsizes PhnlnsnphmcaEtsycbnvicclhngnh Heartsy,ontheotherhand,hasalimitednumberoflongtailSKUs - TrnmtkhacnhkhcthHeartsyphihnchslngsnphmvilngsale khngcao Tractionappearstobeslow,asHeartsysTwitterandFacebookfollowingsarequitesmall SlnggiaodchcaHeartsykhnglnlm,nguynnhnlvlngtheoditrnTwitterv Facebookkhnh. Ngun: http://techcrunch.com/2011/07/05/blippys-new-direction-daily-deals-for-artisanal-goods-at- heartsy-me 77. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 77 41.Agenda Mclc E-CommerceMarketOverview Tngquanvthtrngthngmiint E-CommerceInnovationCycles Chukimitrongthngmiint Appendix Phlc KeyE-CommerceThemes - Chchnhtrongthngmiint Groupbuying/couponing Muatheonhm/couponing Flashsales Flashsales Subscription Trphsdngsnphm/dchvtrongmtkhongthigian C2CMarketplaces ThtrngC2C OnlineBrands Ccnhnhiuonline Personalization Cnhnha CrowdsourcedDemand Bnsnphmdatrnnhucucaaskhchhng Miscellaneous Nhngphnkhc 78. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 78 MobileE-CommerceOverview Tngquanvthtrngthngmiinttrnthitbding SocialE-CommerceOverview Tngquanvthtrngthngmiinttrnmngxhi 79. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 79 42.Whilesubscriptione-commercehasreceivedhype,thejurysstilloutonwhetherthese businessesaresustainable Dhnhthctrphsdngsnphm/dchvtrongmtkhongthigiannnhn csyuthch,vncncnhiulongivtnhbnvngcamhnhkinhdoanhny. Subscriptione-commercehasexistedforyears,oftenintheformofcrudeof-the-monthclubs (e.g.,beermonthclub.com,wineofthemonthclub.com),butmanystart-upshavebuiltnext- generationversionsofthesebusinessesinthelastfewyears Hnhthctrphsdngdchv/snphmtrongmtkhongthigiantrongthngmi inttntinhiunmqua,thngxuthintronghnhthcbnththnhvincacc clbmithng(Vd:beermonthclub.com,wineofthemonthclub.com),nhngnhiucngtykhi nghipxydngccphinbnthhtiptheocamhnhnynhngnmgny. ShoeDazzle,Justfab,andBeachminthavescaledthefastest,shippingfashiongoodsmonthly topaidsubscribersandmobilizingthroughpartnershipswithcelebrities - ShoeDazzle,JustfabvBeachminthnhthnhchthngchuynhngnhanh chngnhttrongmngthitrangchonhngthnhvinngkdchvvlinktvi ccngisao. FollowingShoeDazzlesbuzz,otherstart-upshavecopiedthemodelforothercategories,with mixedsuccess(Manpacks,Guyhaus,Babbabox,Foodzie,etc) - TiptheohintngcaShoeDazzles,cccngtykhinghipkhccopymhnhny chonhngmthngkhcvtrnnthnhcng(Manpacks,Guyhaus,Babbabox, Foodzie,) CompanieslikeBirchboxhavereceivedalotofbuzzbyofferingcuratedsamplesona subscriptionbasis - CccngtynhBrichboxnhnchnglottinnvvicbnccmuthcho nhngngitrphcbnsdngdchv/snphmcacngty. Themodelhassomeclearbenefitsonboththesupplyanddemandsides Mhnhnycnhnglichrtdthychocnhcungcplnkhchhngcnhucu E-commercecompaniesareattractedtothesubscriptionmodel,asARPUismuchstablerand generallylargerthansellingone-offproducts.Customerretentioneffortsareminimized - Cccngtythngmiintangbthuhtbimhnhtrphsdngsn phm/dchvtrongmtkhongthigian,bivdoanhthutrungbnhtrnmtkhch 80. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 80 hngthbnvngvcaohnsovivicsnxutsnphmdatrnnhucuringbit cakhchhng.Cngtycngtphibracngscvchiphduytrkhchhng. Subscriptione-commercealsooffersseveralbenefitstocustomers,includingcuration,the convenienceoflesstime-spentshopping,andtheabilitytotrialproducts(forsomecompanies) - Mhnhthngmiinttrphsdngsnphm/dchvtrongmtthigian cngmanglinhiulichchokhchhng,baogmvicsdngsnphmctuyn chn,titkimcthigiankhiimuasm,vcsdngthsnphm(ivi mtscngty) buthowchurnrateswilltrendaftertheinitialhypewearsoffwilldependonwhetherornot subscriptione-commerceprovidesenoughvaluepropositiontocustomers Nhngvicxuhngnyccncduytrsaumtthigiannhncschontth trngcntythucvovicmhnhtrphsdngsnphm/dchvtrongmtthi gianccungcpcccgitrhavikhchhnghaykhng. Pastofflinesubscriptioncommerceprogramshaveoftenbeenlabeledasmarketingscamsand endedovertimeaschurnincreased(e.g.,BMGMusic12foroneCDdeals) - Ccmhnhtrphsdngsnphm/dchvofflinetrongqukhtngbdn nhnnhlmarketingladikhchhngvktthcbnglnsngphni. Subscription-focusede-commercestart-upswillsoonhavetofacethequestion:isthe subscriptionmodelengagingenoughtobuildscalablebusinesses,orsimplyafeatureand/or pricingscheme? Mhnhtrphsdngsnphm/dchvthngmiintcacccngtykhinghip sphinhanhchngimtvicuhi:Liumhnhnycthmrngraviquymln, haychnthunlmtchcnngv/hocchlmththngnhgi? 81. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 81 43.Subscriptione-commerceoffersconsumersoneormoreofseveralbenefits Mhnhtrphsdngsnphm/dchvmangnchokhchhngnhiuhnmtlich Benefits Lich Description Mt Analysis Phntch Curation Tuynchn Forconsumerswhowant someoneelsetellthem whattheywant Dnhchonhngkhch hngmunngikhcch chomnhthyhmung Beerclubshavebeen doingthisforyears CcCLBBeerpdngci nytrongnhiunmlin ShoeDazzlebroughtthis modelintothelimelight ShoeDazzlemangm hnhnyphbinrngri Priceatpremiumcaters towealthiercustomers whattheywantwillingto payapremiumforcuration service Gicaohngnnhng khchhngthunhpcao snsngtrmcgicao nhncdchvtuyn chnsnphmgipkhch hng. Oftenrequiresawell- respected/branded curationteam(e.g., celebrities,topic influencers,crowdsourced, in-houseteam) Cncmtingnhng ngituynchnsnphm ctntrngvcdanh tingtt(Vd:Ccngi sao,nhngnginh hng,mhnhbnsn phmdatrnnhucu mng,ingnhn vintt) Onlysustainablefor productcategoriesthat usersbuyconstantly(else churnwillbehigh) Chcthphttrinbn vngvludiviccmt hngmngisdng mualintc(nukhng lngngirimhnh 82. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 82 nyscao) Bestsuitedfor fragmentedindustrieswith indiebrands Thchhpnhtvinhng ngnhkinhdoanhctnh phnmnhcaovcc thnghiuclp Convenience Tinli Forconsumerswhowant someonetoshopforthem outofconvenience Dnhchonhngkhch hngmunngikhci muasmgimh ManpacksandGuyHaus promisetosavecustomers timebymailingbasicthing ManpackvGuyHausha sgipkhchhngtit kimthigianbngcch chgimailchokhchhng nhngghcn. Pricingacrosstheboard, curationnotasimportant Giathp,tuynchnsn phmkhngphilmt yutquantrng Bestsuitedforneed products(vs.want) Thchhpnhtchonhng snphmCn(Vs. Mun Onlysustainableforfast- movingproductcategories thatconstantlyneedtobe replaced(elsechurnwillbe high) Chcthphttrinbn vngvinhngmthng lintcthayimum (Nukhnglngngiri bmhnhnyscao) Trial/Sampling Hng/Muth Forconsumerswhowant tosamplecheaplybefore theybuy Chokhchhngnhng ngimunmuaccmu thgirtrckhimua mtsnphmno Birchboxbroughtthis Pricingacrosstheboard- canevengofree Githpthmchlmin ph Curationisnotrequired buthelpful Khngcnthitphituyn chnsnphmgipkhch 83. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 83 modelintothelimelight Birchboxmangmhnh nynvithtrng hngnhngtrongtrng hpcthsrtclicho mhnh Onlysustainablefor productcategories fragmentedsetofbrands Chcthphttrinbn vngvinhngmthng cqunhiuthnghiu Ngun: http://robgo.org/2011/08/27/what-will-the-big-winners-in-subscription-commerce-look-like/ 84. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 84 44.Themostpopularsubscriptione-commercesitescanbemappedbydemoandsize Biuvquymvthngtinkhchhngcacctrangthngmiinttrphsdng snphm/dchvphbinnhthinnay. Ngun: http://socialcommercetoday.com/subscription-commerce-the-infographic/ 85. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 85 45.ShoeDazzlewasafrontrunnerinthesubscriptione-commercespace,leveragingcelebrity influenceasacurator ShoeDazzleltrangthngmiintiutrongmhnhtrphsdngsnphm/dch v,sdngtmnhhngcaccngisaonhlccchuyngiagipbnchnlasn phm Shopperbuysonepairofshoes,thenbeginstopay$39.95/mo Khingimuasnphmbtumuamtigiy,hstrphsdngdchvl39.95USD/ thng ShoeDazzlesmonthlyplancreatesasenseofcustomerloyalty/stickiness MithngShoeDazzleuckhochtht chtlngtrungthnh/ktnicakhchhng ivithnghiu Eachmonth,ShoeDazzlerecommends5 pairsofshoesforthebuyerandthebuyerpicks one - Mithng,ShoeDazzlesxut5i giyphhpchokhchhngvkhchhngs chnlamttrong5i Ifthebuyerrejectsall5,shecanelectnotto payforthatmonth - Nukhchhngtchic5ithcykhngcnphitrphsdngdchvcho thng. Shippingisfree - Vnchuynhontonminph Co-founderisKimKardashian MttrongnhngngisnglplKimKardashian Hasraised$60MfromAndreessenHorowitz,Lightspeed,andPolaris - nhnc60triuUSDuttAndreessenHorowitz,LightspeedvPolaris Ngun: 86. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 86 http://venturebeat.com/2010/04/27/shoedazzle-raises-13m-as-kim-kardashian-hawks-its- footwear/?obref=obnetwork 87. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 87 46.JustfabandBeachminthavealsotakenthecelebrity-curationsubscriptionmodel,with moreemphasisonnewcategories JustfabvBeachmintcngpdngccmhnhtrphsdngsnphm/dchvccc chuyngiatuynchnlnhngngisao,vivicchtrngvoccmthngmi JustfabisadirectcompetitortoShoeDazzle,featuringTVstarKimoraLeeSimmons(President andCreativeDirector) JustfablithcnhtranhtrctipviShoeDazzle,imnhncaJustfabchnhlngisao truynhnhKimoraLeeSimmons(Chtchvlgimcsngto) AsofSept2011,grossingmonthlyrevenueof$3M(vs.$500kfromSept2010),with3M registeredmembers - Tnhnthng9/2011,tngdoanhthuhngthngl3triuUSD(sovi500nghnUSD vothng9/2010),vi3triungingklmthnhvin Planningtoexpandintonewcategorieswithcelebrities - angckhochmrngccmthngmivinhngngisaokhc Raised$62MfromMatrix,TCV,others - Nhnc62triutinuttMatrix,TCVvccqu/cnhnkhc Beachmintisanothercompetitor,whichhaslaunchedJewelmint(KateBosworth),Stylemint (Olsentwins),andBeautyMint(JessicaSimpson) 88. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 88 Beachmintlmtithkhc,thnghiunymcacctrangJewelmint(Kate Bosworth),Styleminh(cpsinhinhaOlsen),vBeautyMint(JessicaSimpson) AsofJune2011,grossingmonthlyrevenueof$500k.ShoeDazzlewas$5M Tnhnthng6/2011,tngdoanhthuhngthngl500nghnUSD.ShoeDazzlel5triuUSD BeachmintlaunchedalivevideochannelonFacebookforCyberMonday2011,with celebritiesdiscussingproductsinadirect-responseTVformat.Thisgarneredmorethan50k viewers - Beachmintmmtknhtruynhnhtrctiptrnfacebookvomith2nm2011, viccngisaocngtholunvsnphmvphnhitrctipvingitiudng quaTV.Chngtrnhnythuhthn50ngnltview. Beautymintgarnered500kvisitorsonfirstday - Beautymintcngthuhtc500ngnngitruycpvowebsitetrongngyu tin Ngun: (1)http://techcrunch.com/2011/09/21/gilt-groupe-investor-matrix-partners-leads-33m-round- in-fashion-retail-and-styling-platform-justfabulous/ (2)http://techcrunch.com/2011/11/29/beachmints-celeb-filled-cyber-monday-draws-over- 50000-viewers-with-help-from-rtoz/ 89. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 89 47.Babbacoisasubscriptionsiteforkidseducationalproducts Babbacolmttrangtrphsdngsnphm/dchvchuynvccsnphmgiodc dnhchotrem. Description Miut InvestmentThesis Mngutchnh BabbacosendsamonthlyBabbabox withafun&enrichingexperiencefor3-6 yearolds BabbacosgimthpBabbamtln/ thngvinhngtringhimvui&bch chotremt36tui Offerscurationandconveniencebenefits tocustomers Mangnnhngsnphmcchnla vtinlitikhchhng Theychargeparents$30/moforabox with4components(plusasurprisegiftfor parents) Mithngccbcchamstrph30USD nhnmtchichpbaogm4thnh phn(vmtmnqubtngdnhcho cham) Create:3-4projects - Tora:3-4projects Explore:activitiestoengagewiththe worldandnature - Khmph:Cchotngtr hanhpvothgiivtnhin StoryTell:relatedbooksandstories - Ngikchuyn:Nhngquyn schvcuchuynlinquan Digital:relatedsoftware - Kthuts:Ccphnmmlin quan - Curation:buildingtrustasacurator withafamilialbrand,products fittingformonthlypurchase,very fragmentedindustry - Snphmctuynchn:Xy dngnimtinvthnghiunh lmtchuyngiatrongvictuyn chnsnphmvimtthng hiuquenthuc,snphmphhp vimcphbra,vlmtngnh kinhdoanhctnhphnmnhcao - Convenience:helpsbusyparents savetimefrombuyingessential products - Tinli:Gipccbcchambn rntitkimthigiantrongvic muaccsnphmcnthit Strongfounder(JessicaKim,Kellogg MBA,formerBMatKraft)whoisbranding thesitewithhernametobuildafamilial brand 90. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 90 Ngisnglpniting,nhiukinh nghim(JessicaKim,banquntrKellogg, tngqunlthnghiutikraft) Eachboxcontainsadifferenttheme (e.g.,bugs) Mimtchichpsbaogmccch khcnhau(Vd:Loib) KiwicrateandLittlePassportsare competitors - KiwicratevLittlePassportsl nhngithchnh Raised$1.2MSeriesAroundinAugust 2011fromLightbank,SVAngel,and Nextview Thuhtcmtlottinut1.2 triuUSDtrongthng8/2011t Lightbank,SVAnglevNextView Ngun: (1)http://thefamilyroom.marthastewart.com/2011/10/04/instant-entertainment-comes-in-a- box/ (2)http://robgo.org/2011/08/27/what-will-the-big-winners-in-subscription-commerce-look- like/ 91. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 91 48.H.Bloomisasubscriptionsiteforkidseducationalproducts H.Bloomlmttrangtrphsdngsnphm/dchvchuynvccsnphmgiodc dnhchotrem H.Bloombrandsitselfassubscribingtohappinessbygettingfrequentdeliveriesofluxurious yetaffordableflowers H.Bloomxydngthnghiuchobnthnnhl Trphnhnlyhnhphcbngcchsdng dchvcnhnccbhoasangtrngnhng vigicphichng. Curation:floralarrangementspreparedby professionaldesigners,sourceddirectlyfrom professionalgrowers - Tuynchnsnphm:Viccmhoac thchinbiccnhthitkchuynnghip, ngunhoaclytrctiptccvntrnghoa chuynnghip. Convenience:frequent,automaticdeliveryofflowers - Tinli:Thngxuyn,tngvnchuynhoa Thereissomequestionoverwhetherornotthisisavaluableservice Diylmtscuhitraliuhnhthcnycphilmtdchvmangligitrcho ngitiudng. flowersareadisposablegoodandoftenconsumedassurprisegifts,notasfrequent purchases - Hoaccoinhlmtmthngchdngmtlnvthngcdngnhmtmn qubtng,chkhngphilmtmthngcnthitphimuathngxuyn. Hasraised$8MinfundingfromBattery,BrianLee,andAntonLevy nhnc8triuuttBattery,BrianLeevAntonLevy Ngun: (1)http://techcrunch.com/2011/09/07/battery-leads-4-7m-round-in-floral-delivery-service-h- bloom/ 92. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 92 49.Blissmoboxisasubscriptionsitefororganic/healthgoods,withaflashsalesfororganic/ sustainableaswell Blissmoboxlmttrangtrphsdngsnphm/dchvchuynvccsnphmhuc/ chmscsckhe,ngthicnglmttrangflashsaleccsnphmhuc/phttrinbn vng Blissmobox(subscriptione-commercesite)isa productofBlissmo,aflashsalessitefororganic/ sustainableproducts Blissmobox(mttrangthngmiinttrph sdngsnphm/dchv)lmtsnphm caBlissmo,mttrangflashsalechuynvcc snphmhucvsnphmphttrinbn vng Monthlysubscriptionpriceis$19,onboxeswith retailvalue$30+(33%+savings) - Phsdngdchvhngthngl19USD,gitrbnltrnhplhn30USD(titkim nhn33%) Doingbothflashsalesandsubscriptionenablestrialstoconverttopurchases - Kinhdoanhtrongchaimngflashsalevtrphsdngsnphm/dchvcho phpchuynisnphmddnggiachaimng. Organic/healthgoodsareaveryfragmentedindustrywhereindiebrandsarevalued Ngnhsnphmhuc/chmscsckhectnhphnhacao,ccthnghiuclp trongngnhnycngcnhgicao Noreportedfundraising Khngcboconovviccgyqu Eco-Emiisasmallcompetitor EcoEmichlmtithnh Ngun: 93. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 93 http://www.springwise.com/eco_sustainability/environmentally-socially-responsible-products- monthly-curated-box/ 94. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 94 50.Quarterly.coallowsuserstopickcontributors(influencers)theywanttoreceivegiftsfrom eachquarter Quaterly.comchophpngisdngchnnhngnhcungcp(nhngngicscnh hng)stngquchohmi3thngmtln Quarterly.coisasubscriptionserviceakintoOpenSky inflashsales Quaterly.colmttrangtrphsdngsnphm/ dchvnhOpenSkytrongmngflashsale Allowsuserstoselectcontributorstheydliketo receivegiftsfrom - Chophpngidngchnnhcungcpmh thch Contributorschoosegiftstheydliketosendout(and probablygetacutofsubscriptionrevenues) - Nhcungcpchnmnqumhmungii (vcthlmtmtchtdoanhthutrnphsdng) Usersgetagiftonceevery3months - Ngidngnhnqu3thngmtln FounderandPresidentwaseditor-in-chiefatGOOD Magazinefor5years NgisnglpvchtchltngbintpcatpchGoodtrongvng5nm BasedinWestHollywood,noreportedfundraising ttrstiphaTyHollywood,khngcboconovvicgyqu NotAnotherBill(UK)alsosendsmonthlygifts(veryrandomandfunproducts)sourcedfrom aroundtheworld,butcuratedbythesiteowneronly NotAnotherBill(AnhQuc)cnggiccmnquhngthng(chnlangunhinvlnhng snphmvuinhn)cngungctkhpthgii,nhngchcchnlabingishu trangweb Ngun: 95. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 95 (1)http://www.fastcodesign.com/1665114/for-25-quarterlyco-delivers-designer-curated-gifts (2)http://www.springwise.com/retail/notanotherbill/ 96. Ngun:EcommerceLandscape2012Lcdch&bintpbi:Action.vn 96 HTPHN1