Check out what the ‘Tudo Sobre eCommerce’ Conference 2019 was all about.
This past weekend, the second edition of the Tudo Sobre eCommerce Conference was held in Porto, gathering several market specialists and online stores’ owners. Part of our team was present at the event that had an Omnichannel strategy and the importance of placing the consumer at the center of the business as main themes. Now, we will share here the main points brought up during the talks by very important names in the market.
A morning focused on Digital
In the morning, Marta Lousada, the Head of Ecommerce and Digital Marketing for Sephora and Andreia Paulo, Público’s Head of Digital, began by talking about how a marketing strategy should include online and offline, and the importance of brand building before conversion.
Then, Tiago Correia, CEO of the online custom shoe store for brides andIwonder, directed his talk to the investment-seeking stage. In addition to having presented several alternatives, ranging from crowdfounding to investment funds. In the later, Tiago reminded the audience of how important it is to put yourself in investor’s shoes. More so, he also sought to demystify some tales related to the subject. According to the speaker, investors are not so inaccessible, and they are not a blocking element for the business. And, one of the biggest misconceptions he teared down in his presentation is that businesses already need to be profiting in order to capture investment. Tiago argues that this can be overcome if the investor can see the vision and capacity of the entrepreneur who is seeking the resources.
Closing the morning talks, Pedro Santos of Sonae MC brought to the public insights on the food retail, complex systems that need to adapt to the constant changes of consumer preferences in order to succeed. It was clear that an Omnichannel approach is a way to get to know consumers and improve their experience at all points of contact.
The morning was closed by a debate among all the morning speakers with the moderation of Paulo Faustino, specialist in Digital Marketing. In this conversation, Pedro and Tiago talked about how valuable the omnichannel customer is, as many consumers search for all the information online to finalize purchases at a physical point of sale.
Marta and Andreia gave their opinions on the use of influencers in brand communication. Whilst for the Head of Sephora it still makes sense to work with these professionals due to their reach and potential to generate traffic to a website, the Head of Digital of Público reminds us that there are some risks associated with this strategy and that, in general, it is a problem for brands to concentrate all their efforts only on social networks, thus being held hostage by algorithms.
From B2B to internationalization
The afternoon started with a DHL Pitch, which showed its shipping solutions, focusing on international eCommerce.
Then Andreia Guedes, eCommerce Manager of the Portuguese brand of baby and children clothes Play Up, brought her experience on how to speed up a B2B business and the importance of process optimization for it. In this talk, an omnichannel approach took the stage again. Andreia commented on the importance of participating at fairs, a very important offline channel for her brand. All this without forgetting to take parts of the B2C mindset also to B2B, offering an online point of sale that is also attractive, responsive, with reviews and good pre-payment solutions. The representative of Play Up finalized her speech also remembering the fundamental role of shipping as a tool to build credibility and trust.
The Tudo Sobre eCommerce conference took a turn to the communication side of things when Chloé Thomas, founder of eCommerce Plan, took the stage to show how an online store can go from 100 to 1000 orders per month. And in resonance to the previous speaker, she also talked about the need for constant optimization to improve traffic and hence, the conversion rate of online stores.
Next, Mercedes Fevre Obarrio, Senior Business Dev. Manager at Amazon Pay in Spain and Portugal, spoke about “seamless experiences”, focusing on payment methods that help the conversion and decrease the abandonment rate of shopping carts. Her greatest example was, naturally, Amazon Pay, the solution developed by her and her team, and that can be integrated even within stores that are not within the Amazon marketplace.
The day continued with Anna Pelkin, Head of Business Development of eBay in Israel, Africa and emerging countries in Europe. Her talk brought many numbers concerning the market, and from eBay itself, which now has 9,000 Portuguese sellers, making an average of one sale every 30 seconds. Anna also announced a great news at the event: within the next few months, Portuguese sellers and buyers will have a local version of eBay.
The round of lectures was finalized by Adolfo Fernandez, Global Program Manager, Int. Growth Strategy of Google, which affirmed that, at the end of 2019, 1.9 billion people will have bought online. In addition, the speaker also showed that 81% of consumers want brands to know them to understand when to make an approach, stressing that understanding the best moment of contact with the customer is a key point of the sale process.
Finally, the last round table of the day brought together the afternoon’s speakers, with the exception of Mercedes Obarrio, and it was moderated by Digital Consultant Marketing Marco Gouveia. At that moment, the conversation revolved around the importance of human translation in the internationalization of a business, even if it is based on technology, and on the differences and similarities between products and services marketing strategies.
Tudo Sobre eCommerce Conference and the market direction.
Throughout the day, two points became clear through all presentations: the importance of working well both online and offline contact points and the need to put the consumer at the center of the business. And, the fact that these themes appeared several times in the talks of professionals from different segments and areas of expertise, shows that in order to achieve a good omnichannel strategy and customer service, all areas need to work for it, each within their own competences, but with a common goal in mind: to make the consumer feel served and understood in all points of contact that he may have with the brand.
Congratulations to our content partner Tudo Sobre eCommerce for the conference initiative and for giving those who were present a day filled with information and great conversations.