E-commerce platforms - Benchmark by EBG Berlin 2019 - Thinkmarket

1. #digitbench19WIFI digitbench19
E-Commerce platforms: which ones are relevant to
get a competitive advantage today and tomorrow?
Conference 4:30 PM - 5:10 PM
JEAN-BAPTISTE CHETTI
Founder & Partner
Thinkmarket
HUGUES ODASSO
Senior Consultant
Thinkmarket
MARTIAL BONNAS
Digital Manager
Alliance Marine Group
CAROLINE GRANGE
Omnichannel & Media
Marketing Director
Longchamp

2. #digitbench19WIFI digitbench19
E-Commerce
Platforms
Which ones are relevant to get a competitive
advantage today and tomorrow ?

3. #digitbench19WIFI digitbench19
SPEAKERS’ PRESENTATION
JEAN-BAPTISTE
CHETTI
Managing Partner
Co-founder
THINKMARKET
HUGUES
ODASSO
Senior
Consultant
THINKMARKET

4. #digitbench19WIFI digitbench19
WE HAVE STUDIED 17 E-COMMERCE PLATFORM EDITORS
THAT ARE REPRESENTATIVE OF THE CURRENT MARKET
A hyper-competitive market Various platforms for various utilizations
LOWER MARKET
CA < 5M
MIDDLE MARKET
5M< CA < 20M
HIGH MARKET
CA > 20M
• Drupal commerce
• Magento
• Open cart
• Oxatis
• Prestashop
• Shopify
• Squarespace
• WiziShop
• Woocommerce
• Zencart
3 distinctives approaches
• Bigcommerce
• Elastic path
• Intershop
• Magento entreprise
• Proximis
• Shopify +
• Sitecore
• Solusquare
• Visiativ retail
• IBM websphere
commerce
• Oracle Commerce
cloud
• Salesforce
commerce cloud
• SAP Hybris
Historically, the e-merchants have been used to develop their own platform internally, as no solution was available on the shelf. Still, the emergence of open
source solutions have created a more modular-approach for websites. The emergence of business software solutions has enabled a true democratization of
the e-commerce website construction.
Woocomm
erce
26.80%
Magento
14.50%
Shopify
13%
Prestashop
5%
Squarespa
ce 3%
Open cart
2.60%
SAP Hybris
2.50%
IBM
Websphere
2%
Big
commerce
1.75%
Salesforce
1.50%
Others
27%
Source: Datanyze (marketshare in volume)

5. #digitbench19WIFI digitbench19
THE PLATFORMS HAVE BEEN COMPARED ON 5 CRITERIAS IN
ORDER TO HAVE AAN EXTENSIVE ANALYSIS
01 02 03 04 05
Robustness of the
partner
A financially robust partner
but also adapted to the size
of my company and my
market-specific needs
Integration into the
IT landscape
A platform that can
smoothly connect to my IT
landscape while respecting
my standards for
performance, security &
accessibility
Business
model
A model a price, SLA &
support that is adapted to
my financial constraints
A platform suited
for my customer
base
A platform which front-office
is suited for my targets‘
needs & desired experience
Effective steering
of my online
activity
A back-office management
which is adapted to my
structure & processes

6. #digitbench19WIFI digitbench19
WE HAVE DEFINED 5 USE CASES THATARE REPRESENT THE
CURRENT MARKET SO AS TO IDENTIFY THE MOST RELEVANT
EDITORS
As a French retailer, I'd like
to develop some service
offers linked to my product
ranges in order to retain my
customer base while also
generating additional footfall.
o Oracle Commerce
cloud
o Magento
o Salesforce
o Woocommerce
As a French industrial
group specializing in B2B, I'd
like to develop a new
business line sold online as
a complement to my non-
merchant industrial site in
order to reach a B2C
customer base, while also
connecting to my existing IT
made of multiple solutions.
o Drupal
o Oxatis
o Wizishop
o Intershop
o Solusquare
o Visiativ
As a retailer, I'd like to
switch e-commerce platform
in order to natively provide
innovative
functions/services (AR,
chatbots, image recognition,
etc.) while also benefiting
from simplified management
of the various traffic drivers
o Magento
o Oracle Commerce
cloud
o SAP Hybris
o Shopify
o Proximis
o Salesforce
o Shopify
21 3 4 5
Service offering B2B going B2C Development of
B2B activity
Migration for a
more advanced
platform
Unified Commerce
As a B2B player, I'd like to
implement an e-commerce
platform in order to easily
address new targets of a
variety of sizes and
geographical areas, while
also facilitating the efforts of
my sales force (kept to a
reasonable size).
As a consumer brand with
my own distribution network,
I'd like to develop an unified
commerce approach in
order to improve the
customer experience while
also controlling the impacts
on my IS.

7. #digitbench19WIFI digitbench19
THE UNIFIED COMMERCE APPROACH IS IN LINE WTH THE NEW
CUSTOMER’S EXPECTATIONS FOR OMNICHANNEL & SERVICE QUALITY
The unified commerce is the key for customer
experience
The unification of channels is need for a
seamless customer experience
Customers have taken (back) the upper-and and
the e-merchant must provide an adequate level of
service
The customer journey must be as simple as
possible to prevent churn or missed-
opportunities
The best experience must be provided on each
point of contact (phone, mobility, delivery, shop,
etc.)
Open-up the stocks to optimize the delivery
possibilities (ship to/from store, availability within 2
hours, etc.)
Coherence & continuity between web & in-store
customer journey (store to web, ROPO, etc.)
Personalized & adapt the experience according
to customer knowledge

8. #digitbench19WIFI digitbench19
THE RESULTS OF OUR BENCHMARK ON UNIFIED COMMERCE
SHOW THREE EDITORS THAT STAND-OUT
Proximis
which provides commerce tools
shared by online & offline
Salesforce
which provides advanced functions
for unified order management
between the various sales channels
(notably with the Commerce Cloud
Order Management component)
Shopify
which provides advanced functions
for small stores and pop-up stores
Leading editorsNoteworthy functions
Common data hub for
online and offline
Proximis
One-hour delivery by
courier
Proximis
Management of online
orders by the store &
advanced store
intranet
Salesforce
Management of sales
in-store (notably pop-
up store) using tablets
Shopify
Functional scope

9. #digitbench19WIFI digitbench19
THE E-COMMERCE PLATFORM MUST EVOLVE WITH THE FUTURE
USE, SO AS TO ALWAYS MAGNIFYING THE CUSTOMER EXPERIENCE
New interfaces Upgrade existing interfaces
Voice control
The future of customer experience either
for recurrent buys or simple ones
Top Editors : Salesforce, SAP Hybris
Chatbots (augmented through AI)
To sale complex products (such as an
alarm system or an insurance)
Top Editors : Intershop, Oracle,
Salesforce, Hybris
Continuous improvement
The technological & customer behavior evolutions push the e-merchant to always implement new functionalities & new journeys so as to better improve the sales
transformation rates & theirs customer‘s fidelity.
The most dynamic business software providers propose those evolutions (at least until now) which give them an important competitive advantage. In particular, the
marketplace of plug-ins are, for some editors, a pool of very interesting functionalities, accessible at a rather low price.
CMS headless
Is an answer for the personalization of
content & journey according to customer
types
Top Editors : Drupal, Elastic Path, Magento,
Woocommerce
Image search
Favors the impulsive buy (through Instagram
for example) and simplifies the sale of
complex products (such as electric space
parts)
Top Editors : Intershop,Salesforce

10. #digitbench19WIFI digitbench19
GIVE ITS EXPERTISE, BOTH BUSINESS & TECHNICAL :
THINKMARKET RECOMMENDS THE FOLLOWING STEPS OF
IMPLEMENTATION
o Sponsorship at
the highest
level
o Lead by the
business (vs
the IT)
o Defining
objectives
toward the
customers,
markets and
the company
o Create the
team &
allocate tasks
o Realize an
impact
analysis
o Create a
realist & TCO-
based
Business Case
o Define selection
criteria adapted
to the context
o Take the time
for a request for
proposal
(requirement
specifications,
ranking, POC)
o Adapt itself to
the company's
constraints:
availability &
skills of internal
resources, time,
costs, etc.
o Build a realistic
product
roadmap
o Not to be
neglected (key
success factor)
o To start at the
beginning of the
project
o Not to be limited
to training
We recommend
launching in two
steps:
1. Launch without
communication
to test in real
conditions
2. Real
communication
plan (following
company‘s
objectives)
o Quantitative
follow-up of the
initial objective
& traffic analysis
o Generalize the
A/B testing
o Have an-agile
method for the
product
roadmap &
monitor the
innovations
o Creation new
jobs
o Handle the need
for training
o The winning
team is multi-
disciplinary
SCOPE &
DEFINITION
BUSINESS
CASE
REQUEST FOR
PROPOSAL/
SELECTION
IMPLEMENTATION
METHODOLOGY
CHANGE
MANAGEMENT
CONTINUOUS
IMPROVEMENTLAUNCHING
SIZING THE
ACTIVITY

11. #digitbench19WIFI digitbench19
A FEW WORDS OF CONCLUSION
Commerce has became massively digital, the e-
commerce platform is not just a tool but a «core
business » asset, to be processed and make evolve
tactically
The e-commerce platform must serve an ambition :
without a true marketing & commercial strategy, the
performance will be low
The customer must be put at the center of the strategy
as he is leading today’s & tomorrow’s requests

12. #digitbench19WIFI digitbench19
PRÉSENTATION
DU SPEAKER
Caroline
GRANGE
Omnichannel
Marketing
Director
LONGCHAMP

13. #digitbench19WIFI digitbench19
Our core activity rests on two strategic pillars :
Designing, developing and manufacturing
proprietary products such as safety at sea and
rescue equipment
Distributing boat fit-out and maintenance
complete solutions for which the group's
affiliates team up with leading specialists
14 companies
732 employees
PRÉSENTATION
DU SPEAKER
Martial BONNAS
Digital Manager
Alliance Marine