4 frågor till Ilya Kretov på eBay
General Manager, Russia and Emerging Europe, eBay
Ilya är en av talarna på Di E-handel och detta framträdande blir första gången han talar på en konferens i Skandinavien.
There’re certain things that make Sweden ecommerce market both attractive and different. First of all, it is strongly growing industry, backed up with strong national economy and constantly changing consumer behavior to online purchasing. Expanding almost 1.5 times over last 4 years and taking almost 9% of overall retail, ecommerce in Sweden reached one of the highest online/offline ratio in Europe, and keeps showing constantly growing. It keeps involving late majority and leggards into online shopping pattern, ensuring further market growth. Secondly, the role of cross border trade is essential for buying. We observe high share of international players led by eBay and followed by Aliexpress and Amazon in Sweden buyers shopping behaviour. And thirdly, ecommerce is not only about buying – it is also about selling. Sweden has a wide range of products that are unique to the world. At eBay we see an emerging trend of Sweden sellers expanding their presence to the world. They sell Fashion, Collectibles, Electronics, goods for Home, Garden and Lifestyle to over 50 countries. We clearly observe that cross border import is the strong current and cross border export is emerging next big trend in Sweden.
2. What trends do eBay predict in global e-commerce market?
At eBay global we think about this as a challenge not about distribution or logistics – the battle for convenience has been done, and it doesn’t make you stand out anymore. Ecommerce is growing by somewhere between 15-20% depending on the market and categories included. That is a big opportunity. There’s been a structural shift in retail in the last 10 years away from traditional bricks and mortar retailers, to online marketplaces and tech platforms.
We think the big battle now is mass personalization and inspiration at scale. Personalization is about taking AI and creating experiences that are completely suited to the individual. If the first stage of personalization was based on your buying habits, the best forms of personalization are about matching that data with knowledge of the individual that allows predictions and suggestions.
Another megatrend in ecommerce can be named as distributed commerce. Over 20 billion objects are connected today, and that number is projected to reach 50 billion by 2020. Digital lifestyles and always-on experiences are becoming the norm. Distributed commerce means being present wherever your shoppers are whether that is on social, on news sites, or in games. It means the whole internet is becoming shoppable. Sometimes this is called the internet of things too.
3. How will the e-commerce industry be affected by these trends?
New business models will thrive: business models that meet digital natives’ needs with simplicity and personalization will thrive. As brands want to reach customers wherever they are, and provide the best experiences, increasingly they will look to acquire technology or create partnerships in the battle for personalization and inspiration. New business models are often predicated on new technology and these are what enable you to beat the competition (ref. Harvard Business Review)
At eBay, for instance, to meet the megatrends – personalization and distributed commerce – we developed such tools as Image Search and Shopbot (personalized shopping assistant). Even eBay’s new homepage experience, built on AI and machine learning, provides shoppers with an unsurpassed level of personalization in three ways:
· Search (based on past search and buy behavior)
· Browse (based on what other people have browsed)
· A curated homepage/storefront based on the brands they love, the styles they live, the teams they’re fans of.
4. What do you look forward to at the Di E-commerce Conference on September 4th?
It would be my first conference in Scandinavian region, which is a very important market within our portfolio. I’m very excited and I am looking forward to meet Swedish audience and learn about their ecommerce experience as buyers and sellers.
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