E-commerce and the digital economy in Catalonia
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The document discusses the impact of e-commerce and the digital economy in Catalonia. It provides statistics on Catalonia's population, GDP, exports, and key cities. It then discusses ACC1Ó, the Catalan government agency that supports business competitiveness. ACC1Ó has helped SMEs in Catalonia develop digital strategies and internationalization plans through its 2BDigital initiative, which provides consultants and co-funding to help companies with areas like research, goal-setting, website usability, and social media strategy. Several top e-commerce companies from Catalonia are also highlighted.
E-commerce and the digital economy in Catalonia
- 1. Wednesday 24th October 2012 The impact of e-commerce and the digital economy in Catalonia Carles Revilla @crevilla Cycle Digital Commerce
- 2. Digital Commerce Cycle About me… I have worked in both the private and public sectors predominantly focusing on developing competitiveness, business growth and internationalization through the different forms of digital media. I am currently functioning as a freelance digital strategist enhancing companies’ visibility and online business opportunities gain. I have experience performing insights research and building customized and efficient digital strategies in today connected world. www.carlesrevilla.me TW: @crevilla www.linkedin.com/in/crevilla
- 3. Catalunya Population: 7,5M (16%) GDP: 220M (20%) Exports: 55M (25%) Capital: Barcelona, 1,6M Port of BCN: 38M travelers Airport: 33M passangers
- 4. Catalunya GDP GDP/cap Font: http://prezi.com/cl1e3hslz3qz/singulars-jonathan-tepper/
- 5. ACC1Ó ACC1Ó is the agency set up by the Catalan Government to make Catalan enterprises more competitive throughout the world. Its key aims are to drive innovation, internationalization and attract inward investment. ACC1Ó is based in Barcelona with an international network of a further 34 Business Promotion Centers covering some 70 markets worldwide. It provides advice and practical help for businesses with a vocation to expand worldwide.
- 6. ACC1Ó - Internation network
- 7. B The Internet economy in Europe By 2016, the Internet economy will reach $4.2 trillion in the G-20 economies. If it were a national economy, the Internet economy would rank in the world’s top five. The Internet will contribute to contribute up to 8% of GDP in some economies. Font: Forrester European Online Retail Forecast: 2011 to 2016
- 8. E-commerce in Europe European markets will increase from €96.706M in 2011 to €171.957M by 2016, a compound annual growth rate of 12.2%. Annual growth forecasted in Spain is around 18%. By 2016, online sales will account for more than 14% of total retail sales in the UK and 10% in Germany, the two leading European markets in online sales. Average in the UE will stand between 3,8% and 6,8%. Font: The Boston Consulting group: The Internet Economy in the G-20
- 9. Sales / Purchases online Percentage of companies selling/buying Percentage of companies selling/buying online in the UE online in Spain
- 10. Percentages of European consumers buying online Catalunya: 40% Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
- 11. B2C popular sales online The most popular items bought online in Catalunya are: - Hotels reservations - Flights - Clothing - Sports items - Books Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
- 12. Top e-commerce sites from Catalonia Fashion & complements group buying Founded in 2006 in BCN 2011 turnover: 320M (+90%) Markets: Spain, Italy, Mexico & Brasil. Acquired German dress-for- les in 2011. 1000 employees 10.000 customers Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
- 13. Top e-commerce sites from Catalonia Flight & hotels search, comparison and booking engine Founded in 1999 in BCN Markets: Spain, Italy, France, Portugal, the UK, US, Turkey,… In 2011 merged with GO Voyages and acquired Opodo and Travellink to found the ODIGEO group. ODIGEO: 12 million customers in 28 countries. €3.500 million turnover. Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
- 14. Top e-commerce sites from Catalonia Leisure group buying social ecommerce Founded in 2010 in BCN Markets: Spain & Italy. 130 cities Users: 6 million 2011 turnover: 120 million Employees: 350 Facebook fans: 450.000 Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
- 15. Top e-commerce sites from Catalonia Fashion Founded in 1984 in BCN. Online shop in 2000. Markets: EU, USA, Canada, Turkey, Russia, China & Japan. Employees: 8.600 2011 turnover: 36,2 millions (online) Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
- 16. Top e-commerce sites from Catalonia Tourism group buying social ecommerce Founded in 2010 in BCN Markets: Spain, Italy, Portugal, Mexico, Argentina, Chile, Colombia & Uruguay. Partnered with US LivingSocial Users: 35 million subscribers (6M in Spain) Employees: 600 2011 turnover: 1000 million Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
- 17. Top e-commerce sites from Catalonia Online supermarket Founded in 2010 in BCN. Markets: Spain Employees: 20 Users: 60.000 Font: El comercio electrónico 2012.:http://goo.gl/9tcXy. Onlines Business School
- 18. How ACC1Ó supports the Catalan SMEs Create a methodology Detect a Locate & select the experts shortage Co-financing
- 19. The shortage Catalan companies were underperforming on the Internet: - No creation business opportunities - Low rate of ecommerce - Lack of digital strategies - No links within online marketing and internationalization, lack of market orientation - Poor web designs and architectures - No use of social platforms
- 20. The 2BDigital initiative The 2BDigital initiative: Internet as an international marketing tool. MISSION: Incorporate Internet on the SME internationalization strategy. Help Catalan companies develop a digital marketing plan targeting their international markets and audiences.
- 21. The Consultants PROFILE: External digital strategists; freelance or small agency. SELECTION PROCESS: Agency and personal profile + cases studies + interview + pilot.
- 22. The Methodology RESEARCH GOALS STRATEGY & TECHNIQUES ARQUITECTURE ANALYSIS
- 23. Research AUDIENCE: Demography, sources of information, shopping behaviour, social network presence,… SECTOR: Marketplaces, directories, blogs, social networks,… COMPETITION: web structure, usability & design, SEO keywords, ORM, social networks,… COMPANY: Resources, knowledge, team,…
- 24. Reseach: Links
- 25. Research: Trends
- 26. Set your goals MARKETS AUDIENCE KPIs
- 28. International search engine optimization
- 30. SEO: Keywords
- 31. SEO: Adwords external tool
- 33. Social Media
- 34. Social Media-Methodology 1) Protect your brand 2) Analyze 3) Set your goals 4) Define your action plan 5) Measure
- 37. Social Media-Set your goals - Increase sales? - Brand awareness? - Customer service? - Human resources? - Product feedback? - Create loyalty?
- 38. Social Media – Action plan - Choose the platforms - Define the campaigns - Schedule - Assign responsibilities - Train your team
- 39. Social Media - Measure Measure what really matters to incentive the company take the right decisions. -Have I get their attention? - Are they sharing my content? - Am I increasing sales?
- 40. DEFINE A GOOD WEBSITE USABILITY: Make sure the user finds the information with the minimum amount of clicks and intellectual effort.
- 41. Navigability - Logical web architecture - Easy to find information - Load speed - Easy contact or buying process
- 42. Accessability Devices: responsive design Browsers www.responsinator.com Adobe browser lab
- 43. Readability - Structured content - Design and media - Fonts and colors www.responsinator.com Adobe browser lab
- 44. Measure
- 45. Co-financing 60 hours = 3.900€ (50%) 30% web development (max. 3000€) 50% online advertisement (max. 1000€)
- 46. What’s next
- 47. From developed to developing countries
- 48. From fix to mobile
- 49. The Internet of things
- 50. A data explosion
- 51. The MWC 67.000 people from 205 countries. 1.500 companies 12.500 app developers Develop a new industrial sector around mobility and transform Barcelona into the world’s leading mobile city.
- 52. Merci! @crevilla www.carlesvilla.me