2012

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

27. Strategies and techniques

28. International search engine optimization

29. SEO: Stats Counter

30. SEO: Keywords

31. SEO: Adwords external tool

32. Marketplaces: emarketservices

33. Social Media

34. Social Media-Methodology
1) Protect your brand
2) Analyze
3) Set your goals
4) Define your action plan
5) Measure

35. Social Media-Brand protection

36. Social Media-Monitoring

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