Methods and opportunities of attracting clients by E-trade, - - PowerPoint PPT Presentation

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Methods and opportunities of attracting clients by E-trade, - - PowerPoint PPT Presentation

Feb 04, 2023 244 likes •549 views

Methods and opportunities of attracting clients by E-trade, technologies, analytics and success cases April, 2015 01 03 E-commerce today Yandex.Market description 02 Why Yandex Russian e-commerce market monthly users online 82.9 58%

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Methods and opportunities of attracting clients by E-trade, technologies, analytics and success cases

April, 2015

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01

E-commerce today

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Why Yandex

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Yandex.Market description

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Russian e-commerce market

users buy in e-shops

Source: eMarketer, December 2014

82.9 million

monthly users online

  • f all population

30.6 million 58%

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Where Russians buy goods

Source: The Consumer Barometer Survey 2014 (survey of Internet users)

48% 49% 63% 53% 46% 55% 49% 55% 40%

Sweden The Czech Republic Russia Poland Norway Spain Denmark Germany UK

Offline stores

38% 38% 29% 34% 39% 31% 37% 35% 48%

Online stores

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Source: Euromonitor, Morgan Stanley, 2014

10,2% 10,1% 5,7% 5,3% 4,8% 1,9% UK USA China France Germany Russia

E-trade VS Total retail

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Russian e-commerce market in figures

Source: Data Insight, EWDN, 2014

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▌31 000 000 buyers online ▌50 000 e-shops (TOP – 200 less than 25% of GMV) ▌440 bln Rub in 2014 (physical goods) ▌27% growth in rubles, 5% growth in USD

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Source: РБК.Research

Categories

17,5% 15,1% 10,4% 7,7% 7,1% 5,3% 5,0% 5,0% 4,6% 5,7% 16,6%

Digital/computer equipment Air tickets Clothing, footwear and accessories Home appliances Train tickets Perfume, cosmetics Baby goods Decoration Car accessories Building materials Others

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E-commerce Growth - Regions

Source: selection from 150 Metrika accounts among TOP advertisers in Yandex.Market

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55% 0% 10% 20% 30% 40% 50% 60% Москва и МО Регионы РФ Спб и ЛО

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Why Yandex?

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Radical shifts in Russian advertising market 2000- 2017 (%)

33% 6% 0% 20% 41% 0%

2000

45% 5% 1% 10% 6% 33%

TV Radio Cinema/Indoor Outdoor Press Internet

2017

Source: ZenithOptimedia, December 2014

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Contextual advertising is the most popular type of online advertising

58% 60% 61% 63% 68% 72% 42% 40% 39% 37% 32% 28% 2008 2009 2010 2011 2012 2013 Banners Contextual

And its market share continues to grow

Russian online ad market structure dynamics.

Source: RACA, 2014

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Yandex – the biggest internet ad platform

558.000

advertisers

55%*

  • nline ad market share

Source: Company Information, FY 2014, *RACA for 2013, adjusted for commissions

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Yandex is Russia’s leader in contextual advertising market

Source: eLama, 2014

70% 28.5% 1.5%

Yandex Google Russia Other

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Bigger than any TV channel

Source: TNS TV Index, TNS Web Index, Russian daily audience aged 12-54, cities with population 100 000 and more , without mobile devices, August 2014.

27M 3M 9M 15M 21M

Daily reach 2008 2009 2010 2011 2012 2013 2014

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Yandex gives 72% of commercial traffic

Source: Yandex.Metrika data. TOP 200 shops on Yandex.Market

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53% 19% 28% Yandex.Direct Yandex.Market Others

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Yandex.Direct for e-trade

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Yandex.Direct expenditures

Yandex.Direct data 2015 19

39%

  • 10%
  • 30%
  • 7%

8%

  • 25%

79%

  • 21%

9%

  • 2%
  • 24%

СОТОВЫЕ ТЕЛЕФОНЫ ТВ И ВИДЕОАППАРАТУРА ПЛАНШЕТНЫЕ КОМПЬЮТЕРЫ АУДИОАППАРАТУРА ОБОРУДОВАНИЕ ДЛЯ СОТОВОЙ СВЯЗИ НОУТБУКИ КИНО И ФОТОАППАРАТУРА ФОТОАППАРАТЫ АУДИО, ВИДЕО, КИНО И ФОТОТЕХНИКА (РАЗНОЕ) ИСТОЧНИКИ ЭЛЕКТРОПИТАНИЯ ЭЛЕКТРОННЫЕ КНИГИ Q1 2014 Q1 2015

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Yandex.Market for e-trade

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Yandex.Market

Main attributes of Yandex.Market 21

▌Price aggregator ▌CPC model or CPC+CPA model ▌Auction model ▌YML ▌Ratings and shop reviews

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Yandex.Market

Main page on Yandex.Market 22

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Yandex.Market

Product Page on Yandex.Market 23

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Yandex.Market

Yandex.Market on Yandex Search Page 24

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Yandex.Market in figures

Data from Yandex.Market, TNS 2015 25

▌66 000 000 goods ▌in 2 000 categories ▌15 000 active stores ▌20 mln users per month

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Categories by clicks

Clicks on Yandex.Market, February 2015 26

22% 20% 13% 12% 7% 6% 5% 5% 10% Electronics Home and garden Computers Home appliances Auto Baby goods Clothes, footwear and accessories Sport and leisure Others

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Visitors by categories on Yandex.Market

Source: Yandex.Market data. Unique visitors’ dynamics by categories. January 2014 vs January 2013

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13% 18% 19% 126% 71% 63%

  • 1%

28% 27% 67% 3% Все категории Авто Бытовая техника Детские товары Дом и дача Досуг и развлечения Компьютеры Одежда, обувь и аксессуары Подарки и цветы Спорт и отдых Электроника

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CR by categories on Yandex.Market

Source: Yandex.Market data, January 2015. Share of visitors who were transferred to e-store in the total number

  • f the category’s visitors

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36% 35% 30% 39% 62% 16% 26% 25% 40% 42% 24% Все категории Авто Бытовая техника Детские товары Дом и дача Досуг и развлечения Компьютеры Одежда, обувь и аксессуары Подарки и цветы Спорт и отдых Электроника

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tiotio@yandex-team.ru +7 968 6426585 Igor Tarasenko Igor Tarasenko

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