How To Pick An Ecommerce Platform Thinking about expanding your business to capture more sales on the web? Building or redesigning a site is painless if you know what to look for when choosing a shopping cart and host for your ecommerce site. Join Rick Wilson, President of Miva Merchant as he shares the inside info on what you need to know about choosing a shopping cart and host for your site.

1. How To Pick An Ecommerce Platform
Internet Merchants Association
Las Vegas, Nevada
March 26, 2012

2. History
• Based in San Diego, California
• Founded in 1995
• Data Centers in California, Florida and Georgia
• Focus on scalability, rapid deployment and ease of use
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3. Part 1 – The Ecommerce Universe
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4. A Growing US Market (+12% in 2011) of $218 Billion
US Online Retail Forecast
$279
$259
$240
$218
$197
$176
(in billions)
$157
2009 2010 2011 2012 2013 2014 2015
Revenue $157 $176 $197 $218 $240 $259 $279
% Change 11% 13% 12% 10% 10% 8% 8%
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5. Mobile Commerce Fastest Growing Segment (+50% in 2011)
$31
$25
(in billions)
$19
$14
$10
$6
$3
2010 2011 2012 2013 2014 2015 2016
Revenue $3 $6 $10 $14 $19 $25 $31
% of Ecommerce 1% 2% 3% 4% 5% 6% 7%
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6. Ecommerce Software Investment Remains Strong
We already have a
project underway
11%
In the next 36 months
4%
In the next 24 months
6%
In the next 18 months We are not planning to
6% replatform in the
foreseeable future
52%
In the next 12 months
21%
• Forrester B2C Ecommerce Platform Wave Report Q4 2010
• Base: 291 US online retail professionals
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7. Types of Ecommerce Platforms
• SaaS/Hosted
• Multi-Tenant (Yahoo, ProStores, Amazon Webstores)
• Silo (Miva Merchant, Pinnacle Cart)
• Distributed/Downloaded
• Open Source (OS Commerce, ZenCart, Magento)
• SMB (WordPress Carts)
• Enterprise (Oracle ATG, IBM WebSphere)
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8. Cost of Development
• Small/Home Business Software as a Service
• Do It Yourself Template Driven – 40 to 80 Hours
• Do It For You Template Driven - $500 - $2,500
• Open Source
• Do It Yourself Template Driven - $100 - $500 and 100 – 500 Hours
• Do It For You Template Driven - $5,000 - $10,000
• Enterprise
• Licensing Begins Around $20,000/year
• Total Packages $50,000 - $2,000,000
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9. Template Site
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10. Custom Site
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11. Most Expensive Site Of All Time
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12. Cost to Operate (Beware of Hidden Costs)
• Hosting
• Flat Monthly Fee ($30 - $500)
• Percentage of Sales (.5 – 30%)
• PCI/Regulatory
• Merchant Banks PCI Fees
• Automation/Maintenance
• How Much Human Time Does It Actually Take?
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13. Part 2 – Your Business Needs
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14. What Are You Selling Online?
• Digital Goods
• Downloadable Software
• Music
• Video Content
• Games
• Physical Goods
• Are you shipping directly?
• Are you using a fulfillment center?
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15. Fulfillment
• Shipping Fees/Logistics
• What Will It Cost To Pick/Pack/Ship?
• How Will You Charge Your Customer?
• Secure Downloads
• Preventing Piracy
• Keeping Track Of Usage
• Digital Rights Management
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16. Marketing – Do You Have A Built In Audience?
• Your Own Brand
• You Don’t Have To Be A Household Name
• Media Exposure
• Today Show
• Good Morning America
• QVC/HSN
• Distribution Channels
• Traditional Retail
• OEM Partnerships
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17. Your Own Brand
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18. Media Exposure
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19. Distribution Channels
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20. Marketing – In Demand With No Exposure?
• You have a great price on highly sought after product
• You have an exclusive on highly sought after product
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21. Marketing – In Demand With No Exposure?
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22. Marketing – In Demand With No Exposure?
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23. Marketing – Does Your Product Need To Be “Discovered”?
• Etsy
• Online Communities
• Groupon
• eBay
• Amazon
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24. www.etsy.com
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25. Deals Sites
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26. How Will You Know You’re Succeeding?
• Analytics
• Google Analytics
• KISS Metrics
• Crazy Egg
• Reporting
• Platform Reporting
• QuickBooks/Accounting System
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27. Google Analytics
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28. Platform Reporting
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29. Part 3 – Aligning Your Needs With The Market
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30. What Do I Do Now?
• Pick A Platform That Matches Your Needs
• Calculate Total Cost Of Ownership
• Understand Your Ongoing Maintenance/Development Costs
• If You’re Small – Get Started Now
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31. Ecommerce Marketplace
Websphere
ATG
completeness of functionality
NetSuite
MIVA MERCHANT Magento
Volusion
Shopify
Yahoo Store
Amazon
Ebay
Paypal
pricing
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32. Thank You
Contact Information:
(800) 608-MIVA
www.mivamerchant.com
Rick Wilson
rwilson@mivamerchant.com
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