Challenges and Differences in Czech and Slovak E-Commerce
Jan Penkala, CEO www.acomware.eu
Agenda
•People
•Turnover and market growth
•Biggest e-shops
•Major portals for e-commerce
•Interesting segments
•Stu...
People
CZ
SK
Population
10.5 mio
5.4 mio
Population with internet access
6.5-7 mio
3.5-4 mio
Smartphone users
2....
Turnover and market growth
CZ
SK
Total online turnover
2.5 bil €
350 mio €
Annual increase
15 %
20-30 %
Share in ...
Biggest e-shops
Biggest CZ e-shops
Revenue
SK
Alza.cz
400 mio €
E-shops from CZ: Alza, Mall, Hej.sk, Okay, Parfums
...
Major portals for e-commerce
Price comparators
Monthly attendance
Price comparators
Monthly attendance
Heureka.cz
2....
Verticals with most significant online presence
CZ
SK
Electronic goods, photography, mobiles
Electronic goods, photogr...
Highest growth potential by verticals
CZ
SK
Grocery, drugstore
Fashion
Apparel, footwear
Grocery, Drugstore
DIY, ho...
Study of retailer attitudes to the internet
Entering the Czech market - specifites
•High competition
•Price war
•Brand is important
•Margins in retail and online ...
Online marketing – Czech market
•PPC works very well
•CPT display campaigns at Seznam.cz work quite well
•RTB relativel...
Social and RTB
Data source: advertising tools, Adform report 8/2014
CZ
SK
Twitter
190 000
80 000
Facebook
4 mio
2...
Common characteristics/blending of CZ and SK market
•Many e-shops expand from CZ to SK, only several shops in reverse
•1...
Thank you for your attention!
More information www.acomware.cz and www.acomware.eu Let’s follow @acomware and my personal...
Prezentace z Ecommerce Trends CEE 2014
Prezentace z Ecommerce Trends CEE 2014
Prezentace z Ecommerce Trends CEE 2014
Prezentace z Ecommerce Trends CEE 2014
Prezentace z Ecommerce Trends CEE 2014
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Prezentace z Ecommerce Trends CEE 2014

Prezentace Jana Penkaly z varšavské konference - srovnání českého a slovenského e-commerce trhu.
Published on: Mar 4, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Prezentace z Ecommerce Trends CEE 2014

  • 1. Challenges and Differences in Czech and Slovak E-Commerce Jan Penkala, CEO www.acomware.eu
  • 2. Agenda •People •Turnover and market growth •Biggest e-shops •Major portals for e-commerce •Interesting segments •Study of retailer attitudes to the internet •Entering the Czech market – specificities •Online marketing •Common characteristics/blending of CZ and SK market
  • 3. People CZ SK Population 10.5 mio 5.4 mio Population with internet access 6.5-7 mio 3.5-4 mio Smartphone users 2.2 mio 1 mio Have shopped online 98 % 96 % Shop online at least 1 per month 40 % 25 % Largest group 35-44 years olds, 25-34 years olds 15-24 years old, 25-34 years old Data source: TNS Digital Life, Netmonitor
  • 4. Turnover and market growth CZ SK Total online turnover 2.5 bil € 350 mio € Annual increase 15 % 20-30 % Share in retail revenue 8 % 2 % Number of e-shops 35 000 8 000 Number of e-shops that „really mean it“ 6 000 1 000 Data source: APEK, Pricemania.sk, Heureka.cz
  • 5. Biggest e-shops Biggest CZ e-shops Revenue SK Alza.cz 400 mio € E-shops from CZ: Alza, Mall, Hej.sk, Okay, Parfums Mall.cz (Netretail Holding) 285 mio € Shoppie.sk (NAY) HP Tronic (Euronics, eProton, Kasa.cz) 125 mio € Interesting local brands: Martinus.sk, Muziker.sk, Shark.sk, TPD.sk, Parfems.sk Parfums.cz 90 mio €
  • 6. Major portals for e-commerce Price comparators Monthly attendance Price comparators Monthly attendance Heureka.cz 2.7 mio Heureka.sk 1.3 mio Zbozi.cz 1.7 mio Najnakup.sk 0.3 mio Hyperinzerce.cz 0.8 mio Pricemania.sk 0.2 mio Aukro.cz 1.5 mio Attendance in 8/2014 – real users est., data source: Netmonitor.cz, aimmonitor.sk Comparator of discount offers Skrz.cz 0.9 mio Odpadnes.sk 0.3 mio Comparator of retail discount offers Kupi.cz 0.6 mio Akcniceny.cz 0.5 mio
  • 7. Verticals with most significant online presence CZ SK Electronic goods, photography, mobiles Electronic goods, photography Books, toys Tyres Sports equipment Perfumes, cosmetics Furniture, garden Books Perfumes, cosmetics Tyres
  • 8. Highest growth potential by verticals CZ SK Grocery, drugstore Fashion Apparel, footwear Grocery, Drugstore DIY, hobby Hobby Furniture
  • 9. Study of retailer attitudes to the internet
  • 10. Entering the Czech market - specifites •High competition •Price war •Brand is important •Margins in retail and online •Stronger biggest players and the smallest one •Multichannel in logistics, customer service and communication with customers - also in web accesses •2014: grocery started to be sold online
  • 11. Online marketing – Czech market •PPC works very well •CPT display campaigns at Seznam.cz work quite well •RTB relatively developed •SEO is more complicated •Facebook – narrow target groups, Twitter, LinkedIn – small penetration •Emailing – still efficient despite of „mass emails“ •Affiliate – strong position of CJ, total turnover is rather small •Aukro (Allegro) maintains its position – transition from C2C to B2C and brand shops, Ebay + Amazon in minority •Google Analytics, about 20 e-shops may have Omniture/Webtrekk •TV campaigns work relatively well for the biggest players
  • 12. Social and RTB Data source: advertising tools, Adform report 8/2014 CZ SK Twitter 190 000 80 000 Facebook 4 mio 2.2 mio Linkedin 440 000 85 000 RTB inventory CZ SK Facebook 4198 mio 5350 mio Double Click (Google) 2595 mio 1146 mio Other networks (Admeta, Rubicon) 5333 mio 1155 mio
  • 13. Common characteristics/blending of CZ and SK market •Many e-shops expand from CZ to SK, only several shops in reverse •10-30% level of CZ turnovers in SK •Ratio of personal pick-ups is rather high – company branches, showrooms, outsourced branches, distribution points at newsagents’, sellers’ depots •Payment method: pay on delivery •Mobile payments, credit cards, PayPal •Certificate „Certified by customers“ at Heureka.cz/sk •AdWords is slightly more efficient in Slovakia •RTB more developed in CZ, media are relatively more expensive in SK •Responsive web/mobile app is convenient but not necessary
  • 14. Thank you for your attention! More information www.acomware.cz and www.acomware.eu Let’s follow @acomware and my personal @inteligentemail Your Q and my A: jan.penkala@acomware.cz

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