eBay has presented the conclusions of The Omnichannel Opportunity, a study commissioned to Deloitte on the effect of eCommerce about him traditional trade. According to the conclusions of this report, the adoption of a omnichannel strategy by retailers in Europe you can do increase turnover of shops and brands.
This report is, according to eBay, the firstto econometric research on the effect of eCommerce on traditional commerce and on the benefits that can be obtained by implementing an omnichannel sales strategy.
In the words of Alexander von Schirmeister, Vice President of eBay EMEA:
The study shows that the presence of retailers and sellers on eBay can help grow store sales as stores gain greater brand recognition. Supported by technology and services from eBay Inc, which partners with brands and sellers to enable them to compete on a level playing field, size is no longer a barrier for any retailer looking to harness the potential of omnichannel strategies.
Clear examples of omnichannel with eBay are the mobile sales support provided by our App, which is widely accepted in Spain, the 'Click & Collect' collection, already available in the United Kingdom or the payment in store through PayPal, implemented in these moments in Germany.
About omnichannel strategies
ECommerce has revolutionized hábitos de consumo, since they offer a shopping experience much more flexible. In this sense, omnichannel strategy allows you to buy products that consumers cannot find in your nearby stores.
El omnichannel commerce ccontinue to generate new opportunities to increase sales quickly through these channels such as mobile, in addition to offering us the possibility of capture new markets.
Report conclusions
Of the report The Omnichannel Opportunity presented by eBay, four conclusions can be drawn:
# 1 - Online sales complement those made in the physical store
It is increasingly common for consumers to use a combination of various channels throughout the purchase process. This is what we call omnichannel or omnichannel.
Una omnichannel strategy consists of retailers taking advantage of all the channels at their disposal to reach consumers both from their physical establishments, as well as through online stores, mobile applications, discount voucher programs (couponing), third-party e-commerce platforms ( marketplaces), social networks, etc.
# 2 - Omnichannel commerce encourages cross-border sales
One of the and advantages of omnichannel commerce is that it encourages sales beyond the borders of the own country.
According to the Deloitte study, a third of Spanish online shoppers have made cross-border purchases at some point.
This figure has been increasing by almost 20% each year since 2008 and is expected to continue growing in the next four years
# 3 - The omnichannel strategy is key to reaching the super buyers
The super buyers are twice as likely to use mobile as part of their purchase process, and 30% more likely to do their research on the Internet before visiting a physical store.
The super buyers They investigate to discover which channel offers an optimal proposal, taking into account various variables, such as available inventory, price, etc. The omnichannel strategy is key to attracting this consumer profile.
# 4 - Selling through a marketplace like eBay increases the traffic of a physical store
According to the report presented by eBay, retailers who open a store on eBay increase sales in their physical stores by 1,2%.
Differences between markets
According to the study, the weight and composition of online sales varies between European countries. Thus, while Germany, the United Kingdom and France have adopted omnichannel retail quickly, in Italy and Spain these strategies are implemented more slowly. However, the popularity of cross-border shopping in Spain stands out compared to other countries.
More information - Challenges of small businesses to eCommerce
Downloads - The Omnichannel Opportunity
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