First of all we need to clarify, that the Hungarian e-commerce is in a fallback because the online buying and online payments started later by us. Due to this in the international overwiev we have bad results regardin the online buying and revenues. This is in real rather a great advantage for the webstore owners because there is still market share, possibility to develop!
Although the number of online paying is growing yearly and the summ of so spent money, we need to know that still the most popular paying method is the paying at delivery, which could be personally at the site of the company or with the postmen or courier with collect package.
The second online paying player is the transfer. The pretransfer possibility is likely among the users, more and more having online bank surfaces, in which they have greater trust than if they need to give the data of their bank card.
After this comes the bankcard paying methods, for example PayU, Otp, Cib, Unicredit, K&H etc...which market is constantly growing in the number of service providers and the sum of spent money.
In our country, mostly the youngsters and those who are also having foreign buys use the Paypal purchasing method, so if you think in foreign directions, it is worth to count with this method.
The sms and the mobile paying methods are in our small country still in one's infancy, but in the forcoming years, with the broadening of the online paying market, these paying methods can be worth to provide for the buyers.
Why is it worth to provide more paying possibilities in the webstore?
Because so many men so many habits...Due to this we can understand for one of costumers this is more confortable for the other that is more handy. For us, the webstore owners it is seeded goal for the costumers to feel themselves the most confortable during the process of the purchase, to have it possible easy and to have positive experiences from the webshops raising the possibility of the later repurchase.
The consistence of the buyers
May be this is the topic with the part of the owners of webstores are realized, others do not have a clue about it, because they do not ask for information about it from the buyers. Than how to know how old are the buyers, what are their sexes and where they are coming from. The answer is the Google Analytics or for those who are sceptical, there is an other online statistics tool Piwick for instance. With these tools it is possible to build in such measure codes with them information can be provided abouth the costumers. This is an incalculable treasure.
Who has not done yet, let's build in to ther webstores these measurer codes, until then you can pick information from the 2013 research of Gemius.
How much percent of the given country has already visited webstores?
And what is the age content?
In Hungary and Slovakia teh most active online buyers is the age group of 25-34 (one third of the age group has already visited webstores).
In Poland the greatest online buyers group is the people under the age of 25 (from them every third has already visited webstores).
In the Czech Republic one fifth of the age groups of 12-24 and 35-44 have already visited such sites.
It is an interesting data that in the Czech Republic and in Hungary as well, the 55+ age group is quite active, they give 15% of the webshop turnover. These age groups in Poland and Slovakia provide around 10% of the turnover. It is a lesson to target them as well and to turn to their needs as well when designing a webshop.
In the introduction I already mentioned that on the Hungarian market the webstore owners do not really know the market, neither the webshop trends. A lot of them only start to develop if the offline shop does not go well or the webstore do not have ravenue at all.
Is it worth to develop further the webstore?
I think I do not surprise a lot of people with the statement, that the answer is Yes!!! It is not an opinion, this is an answer based on research results. I will interpreting the opinion of 490 webstore owners asked by the Webshop-experts.
At the cases, where there were no webstore developments, the annual profit grew by 1,4%.
The owners reported the growth of 14 in the revenues, where there were smaller or bigger developments.
It was around 20% rise in the turnovers at such webstores where it was changed more seriously or even they changed th eone.
It is an observable trend, that it is worth to invest in the development of the website or further development, to automatize the processes, because later on it return from the profit of the webstore.
The development is not only affecting the profit, it is calculable to have the rises in the turnovers of the webstores.
How big is the revenue of an average webstore?
Most of the webstores (75%) have daily 0-200 visitors
Approximately 20% of the webstores have the turnover of 200-1000 persons
Only 5% of the webstores have more than 1000 visitors daily
What are the sexes of the buyers?
The sex of the buyers is naturally highly dependent on the profile of the webstore. A fishing or car parts webstore is for sure visited by more men, while in the case of beauty care, clothes, cooking-baking fields are more visited by women. What is the average? It can be said on the average, that in the pasty years the sexes were 50-50%, due to the trends of this and the coming year, the number of the female buyers will grow. Which is the most important is that these two groups need to be handled in the marketing separately with different tools and to target them with different creatives.
Summary of the first part
Due to the above mentioned facts, e-commerce is a promising investment for any comapny. Among the key factors of the market growth is to familiarize with the costumers and the market and to serve their needs on the highest level, which can be provided by the sophisticated measurement. These can be reached free, you only have to live with them.
In the second part of our article we are looking for the answers from what are afraid of the webstore owners, in what do they feel themselves week? What functions is worth to introduce at a webstore, how do the other competitors perform on the market? I sware, that the next part will be also worth to read, because it is quite interesting and instructive.