The Impact of COVID 19 on E Commerce
Summary
TLDR在这段对话中,James Thompson,作为buy box experts的合伙人以及前亚马逊商业领导者和顾问,讨论了COVID-19对电子商务特别是亚马逊中心的电子商务世界的影响。Thompson指出,消费者现在在亚马逊上购买几乎所有商品,而沃尔玛在线杂货领域也在迅速增长。他提到,尽管亚马逊在杂货领域有所涉足,但沃尔玛在这一特定类别中占据领先地位。Thompson还强调了亚马逊品牌的强大吸引力,以及消费者在疫情期间首次体验在线购物,可能会长期继续使用亚马逊平台。此外,沃尔玛通过将Jet.com的身份整合到Walmart.com中显示出了其品牌信心。对话还涉及了在线杂货购物的便利性,以及“点击提货”或“在线订购后现场取货”的模式,Thompson对此表示了一定的保留意见。最后,Thompson讨论了小型电子商务商家如何通过解决最后一英里配送问题来成功进入市场,并强调了可扩展物流建设的重要性。
Takeaways
- 📈 **电商增长**:COVID-19疫情加速了电子商务的增长,消费者更多地在亚马逊和沃尔玛等平台上购物。
- 🏪 **实体转线上**:消费者开始在亚马逊上购买他们通常在实体店购买的所有商品。
- 🛒 **沃尔玛在线杂货业务**:沃尔玛在在线杂货领域领先,尽管亚马逊也有所涉足,但沃尔玛在这一特定类别中占据优势。
- 🔑 **亚马逊的吸引力**:亚马逊吸引了那些历史上不习惯在线购物的消费者,他们现在开始在线购买,并且很可能会持续使用亚马逊。
- 💡 **品牌忠诚度**:亚马逊的品牌忠诚度高,对于不熟悉网购的消费者来说,亚马逊往往是他们的首选。
- 📦 **物流挑战**:尽管面临物流挑战,亚马逊仍能够在美国大部分地区合理时间内交付产品。
- 👨👩👧 **不同客户群体**:沃尔玛和亚马逊服务的客户群体在社会经济层面上存在差异。
- 🍽️ **杂货购物习惯改变**:疫情期间,许多人首次尝试在线购买食品,并发现这非常方便。
- 🛵 **点击提货/现场取货**:尽管有人使用并首次体验了点击提货模式,但有些人更喜欢直接送货到家的服务。
- 🚚 **最后一公里配送**:小型电商企业要想成功,需要解决最后一公里配送问题,这可能需要与物流合作伙伴建立关系。
- 📊 **电商模式可扩展性**:随着越来越多的人发现电商的便利性,物流扩展将成为关键,这可能需要昂贵的投资和商店改造。
Q & A
COVID-19对电子商务产生了哪些影响?
-COVID-19导致消费者更多地在亚马逊等在线平台上购物,同时沃尔玛在在线杂货领域也取得了领先。
亚马逊在COVID-19期间的增长主要体现在哪些方面?
-亚马逊的增长主要体现在消费者开始在亚马逊上购买他们通常在实体店购买的几乎所有商品。
沃尔玛在电子商务领域的表现如何?
-沃尔玛在在线杂货领域表现突出,尽管亚马逊也有一定的杂货业务,但沃尔玛在这一特定类别中占据了领先地位。
小型电子商务玩家在当前市场环境下如何保持增长?
-小型电子商务玩家通过建立自己的网站并能够持续吸引顾客访问他们的购物车来实现增长,这可能包括Shopify或BigCommerce等平台。
COVID-19如何改变了消费者对在线购物的态度?
-COVID-19促使那些历史上不习惯在线购物的消费者开始尝试网上购买产品,并且可能会在疫情结束后继续使用这一渠道。
亚马逊品牌对消费者有何吸引力?
-亚马逊品牌因其广泛的商品选择、通常较低的价格以及在满足挑战后仍能快速交付产品的能力而对消费者具有吸引力。
沃尔玛如何增强其电子商务竞争力?
-沃尔玛通过将Gedcom身份整合到Walmart.com中,显示出其对品牌竞争力的信心。
在大流行期间,杂货和食品在线购买有何变化?
-许多人首次尝试在线订购食品,并发现这非常方便,这可能导致他们之后继续使用这项服务。
点击提货(Click and Collect)模式在当前环境下的接受度如何?
-尽管点击提货模式在某些情况下很方便,但有些人可能更喜欢直接送货上门的服务,因为它避免了额外的出行。
小型电子商务商家如何成功地进入市场?
-小型电子商务商家可以通过与最后一公里配送伙伴建立合作关系,快速将产品送到顾客手中,从而成功进入市场。
电子商务在COVID-19之后的趋势如何?
-电子商务在COVID-19之前就一直在稳步增长,疫情可能会加速这一趋势,使其以更永久的方式发展。
对于小型零售商来说,实现电子商务的关键是什么?
-对于小型零售商来说,实现电子商务的关键在于建立自己的购物网站和购物车,并且拥有最后一公里配送能力。
Outlines
📈 电商在COVID-19期间的增长
James Thompson,作为Buy Box Experts的合伙人和前亚马逊业务领导者,讨论了COVID-19对电子商务特别是亚马逊中心的电商世界的影响。他指出,消费者开始在亚马逊上购买他们通常在实体店购买的所有商品,而沃尔玛在线杂货店的增长也超过了其他所有竞争对手。尽管亚马逊在杂货领域有一定的市场份额,但沃尔玛在这一特定类别中处于领先地位。Thompson还提到,较小的参与者也在经历销售增长,但大多数消费者的购物活动主要集中在亚马逊和沃尔玛。此外,那些通常不在线购物的消费者现在开始转向亚马逊,体验了亚马逊渠道的便利,并可能在疫情结束后继续使用这个渠道。
🛒 沃尔玛的在线杂货销售增长
沃尔玛最近将其在线身份Gedcom整合到Walmart.com,显示出他们对品牌的信心,并认为可以与亚马逊竞争。沃尔玛和亚马逊虽然服务不同的客户群体,但沃尔玛的强项在于其实体零售店,而亚马逊则是一个电子商务公司。在疫情期间,杂货和食品的在线订购量大幅增加,许多人发现在线订购食品非常方便。Thompson认为,如果消费者在疫情期间的在线杂货购物体验是积极的,他们可能会在疫情之后继续选择这种购物方式。他还讨论了本地杂货店如何通过建立在线配送选项来适应消费者的需求,并且可能在疫情之后保留一部分客户。
🚛 电商物流和配送的未来
讨论了电商物流和配送的未来,以及小型电商商家如何在这个领域取得成功。Thompson认为,小型商家可以通过与最后一公里配送伙伴合作,快速将产品送到顾客手中,从而有效地参与电商。他指出,即使是小型零售商,如果能够解决最后一公里配送的问题,也可以在电商领域取得成功。他还提到,随着越来越多的人发现电商的便利性,配送需求将大幅增加,这要求零售商进行相应的调整,比如亚马逊在收购Whole Foods后对其一些店铺进行了改造,以支持在线订单的自提和配送服务。Thompson认为,即使是小型零售商,也可以通过合理的投资和与物流伙伴的合作,实现快速配送,从而在电商领域取得成功。
Mindmap
Keywords
💡电子商务
💡亚马逊
💡沃尔玛
💡消费者行为
💡物流
💡最后一公里配送
💡在线杂货销售
💡点击提货
💡COVID-19
💡小型零售商
💡多渠道零售
Highlights
COVID-19对电子商务产生了显著影响,尤其是亚马逊中心化的购物模式。
消费者开始在亚马逊上购买他们通常会去实体店购买的几乎所有商品。
沃尔玛在线杂货业务在疫情期间的增长超过了其他所有竞争对手。
尽管亚马逊在杂货领域有所布局,但沃尔玛在该类别中占据领先地位。
小型玩家也在经历销售增长,但大多数消费者的购物活动转向了亚马逊和沃尔玛。
历史上不习惯在线购物的消费者现在开始在亚马逊上购物,并且可能会在疫情结束后继续使用该平台。
亚马逊品牌的强大影响力可能是消费者在线上购物时的首选。
亚马逊拥有比任何竞争对手更多的选择和通常最低的价格。
即使在履行挑战中,亚马逊仍能在合理的时间内交付产品。
沃尔玛通过将Gedcom身份整合到Walmart.com中,展示了其品牌的信心。
沃尔玛和亚马逊服务于不同的客户群体,沃尔玛通常服务于不同社会经济阶层的家庭。
疫情期间,杂货和食品在线订购的增长显著,许多人发现在线订购食品非常方便。
积极的在线杂货购物体验可能会使消费者在疫情过后继续选择该渠道。
对于许多人来说,去杂货店购物也是为了出门透透气,做一些不涉及孩子或工作的活动。
发展在线配送选项的杂货店可能会在疫情后保留一部分消费者的购物习惯。
点击提货或在线订购后到店自提可能成为消费者的一个可接受选项。
对于不想去商场或商店的消费者来说,直接送货到家的服务可能更有吸引力。
小型零售商可以通过与最后一公里配送伙伴合作,成功进入电子商务领域。
对于小型零售商而言,建立自己的购物网站和购物车,同时确保最后一公里配送能力是关键。
电子商务的增长在疫情之前就在稳步增长,但现在看起来将以一种更永久的方式起飞。
Transcripts
[Music]
I'm speaking today with James Thompson
he is a partner with buy box experts and
a former Amazon business leader and
consultant James welcome thank you for
having me on today Robert what has been
the impact so far of Kovan 19 on
e-commerce specifically my world is very
Amazon centric and I've seen two very
specific things happen number one
consumers are shopping on Amazon for
basically everything and anything they
would otherwise go to brick-and-mortar
stores to buy the other thing we're
seeing is Walmart calm in the online
grocery space continues to surge ahead
of everybody else while Amazon does have
some grocery presence it is Walmart calm
that has won that particular particular
category today
mmm-hmm so you just talked about the two
big behemoths in in e-commerce those are
the ones who are really making waves
then right yes certainly there are
smaller players that are also finding
that they are seeing sales increases but
for most consumers if we're talking
specifically the consumer markets most
of those dollars have been moved
specifically towards amazon.com and
walmart.com there are some smaller
sellers smaller brands that have
established websites and have been able
to continue to drive their customers to
their shopping carts be that a Shopify
site or a big commerce site or something
like that but the disproportionate
amount of activity has moved to
amazon.com
well it's particularly unusual about the
circumstances of COBIT is that consumers
who historically have not purchased
products online are now starting to not
only buy online but they're
disproportionately moving to Amazon so
they're experiencing what that Amazon
channel is like and I suspect many of
them are going to continue to use that
channel long after COBIT has settled
down and weary emerge in some sort of
normal do you think it's a question that
the Amazon brand is just so dominant
that that is just the reflexive decision
they make when they go online the first
thing they do is type in amazon.com they
don't even think
about other brands for consumers who
have not experienced online shopping
extensively they may be going to
amazon.com they may be going to Google
if they go to Google chances are they're
going to end up finding Amazon product
listings very quickly anyways and so
here in the United States as a consumer
if you're on whatever shopping
destination that you may be to look for
products online you're going to quickly
end up finding that Amazon is the place
to be they have more selection than
anybody else
they have typically low or lowest prices
of anyone here in the US and they're in
a position that even with all of the
fulfillment challenges they had through
April they're still able to deliver
products basically anywhere in this
country within a reasonable time period
faster than what a consumer would
otherwise have to do themselves if they
have to wander out and try to find a
store that was still open providing
access to products yeah I guess as you
say Walmart though is still big out
there they must be very confident in
their brand because they just announced
today that they were folding the gedcom
identity into Walmart comm which they
said they would do about a year ago
anyway so it shows some confidence on
their part that they can compete does it
not as a brand Walmart has a little bit
different customer base than Amazon we
talk about the Amazon Prime customer
being from a household with income
typically over $100,000 Walmart
typically serves a family that it is not
necessarily the same socio-economic
category but nonetheless Walmart
strengths have typically been their
physical brick and mortar facilities
versus their online presence Amazon is
obviously the flipside where Amazon
doesn't have a lot of physical stores
yes they have some whole food locations
but they first and foremost are an
e-commerce company versus being a
physical retail bar mm-hmm but grocery
and food is really where we're seeing
the big shift during the pandemic is it
a lot of people who never dreamed that
it would be an acceptable thing to order
food over the Internet now have done it
and they found out it's pretty damn
convenient and maybe it was whoever is
providing that service whether it's
Amazon Walmart or your local Safeway or
something is probably going to hang
to a good part of that business post
pandemic right I would think so for many
consumers this is the first time they
are experiencing the process of buying
groceries online and so if the
experience is a positive one regardless
of which channel they're choosing to
select that experience is positive I
would think that a lot of consumers will
say you know what some aspects of my
grocery shopping I can do without and
let's let's just figure out a way to
have things delivered to my home that
being said for many of us the experience
of going to the grocery store is just as
much an excuse to get out of the house
and go and do things that don't involve
children or don't involve work and so I
would expect that many grocery stores
will find that foot traffic comes back
to the stores the interesting case will
be grocery stores that have had to
develop some sort of online delivery
option for consumers in the last two
months if they built those relationships
or they already had those relationships
in place I think what we'll find is that
consumers are more acclimated now to
make at least some of their purchases
back through the local grocery store
that could do local delivery mm-hmm do
you think also click and Collect or pick
up at the site after ordering on in over
e-commerce or online isn't it's going to
become an acceptable option for
consumers I'm not a big fan of this
model I know there are certainly many
people that that have used this and have
experienced it for the first time during
the last eight to nine weeks I believe
that there are consumers that simply
don't want to have to make a trip to the
mall or to the store I got products
while it is convenient that you can line
up and have the bag put in your car it
still requires you to show up at the
store and so if I think of the model of
I'm working in the office I'm going home
in two hours I need to feed my family do
I want to have to stop by the local
grocery store the local target the local
Walmart to pick up my products or do I
simply drive home and have the groceries
waiting for me when I arrive at my
doorstep mm-hmm I like the second model
a lot more that this is all an
evolutionary process where different
groups of consumers have different
comfort zones and there will certainly
be some consumers that say I have to
drive by the local Target anyways
because I'm picking up my kids so it's
not
big deal for me too to stand in line
with my car and eventually get the
products dropped off mm-hmm again I'm
not I'm not a particularly big fan but I
think it's a very good intermediate
model for retailers that obviously want
to leverage their retail space and
haven't yet built out sophisticated
multi warehouse facilities with
inventory balancing of all grocery items
across geographies that's a very
complicated model to build so if I for
example wear target.com
I already have hundreds of stores let's
leverage those in a way where consumers
who are already buying through my
channel will now pull it their grocery
share of wallet back into my store
because I'm making it safe right you're
fulfilling from in those cases from the
store not from some distribution center
then right yet that is closer to the
coast and the case of grocery stores
they are probably closer to the consumer
than anyone else I mean there's probably
they're probably most people are within
at least a few miles of a grocery store
so it seemed to be a good proposition
there to fulfill from a Safeway or
something like that as well if I live in
an urban location there are grocery
stores nearby if I live in the rural
America I'm going to have the same
challenge as whether I'm having it
shipped to me or driving 40 miles to the
local Walmart store in both situations
it's not particularly convenient so have
the players been set into place going
forward is there any room for smaller
EECOM merchants to find a way to squeeze
into this picture and make a success out
of it ecommerce works for companies that
have figured out distribution and so if
you're a small player and you can create
a partnership with a last-mile
distribution partner someone who can get
the products quickly to your customers
even if your customer base is only 50
miles from around your particular store
figuring out how to do that last mile
delivery is the critical lever that I
believe allows traditional retailers to
be able to get into e-commerce in a
meaningful way not everybody wants to
have a net nationwide distribution
network and for a smaller regional
grocery store or a smaller regional
department store or just a small
stand-alone brick-and-mortar store if
they're going to be engaged in capturing
ecommerce customers they're going to
need a shopping site of their own with a
shopping cart but they also need to have
that last mile delivery capability put
in place even if they're not the ones
ultimately owning that that part of the
logistics yeah and that being the case
they are you pretty confident that this
model can scale is more and more people
find the appeal of e-commerce it's going
to be a hell of a lot more deliveries
going on can they make it work yes so
building out scalable logistics gets to
be expensive very quickly if you're not
already leveraging your physical store
most retailers stores are not set up to
be able to build shipments and get them
out the back door the side door to
delivery teams in large numbers we will
see retailers having to make those types
of adjustments just as Amazon did when
they bought Whole Foods and they started
retrofitting some of their stores to be
able to support pickup pickup my
consumers as well as pick up buy
delivery services that that
functionality needs to be put in place
to be able to support those online
orders and that's certainly something
that even a small retailer with a few
stores could say we can make a sizable
for them but yet reasonable investment
to be able to reduce some retrofitting
we will partner then with a logistics
partner who will do that last mile
delivery and do it with high confidence
to create a good warm feeling for
consumers that they're going to get
their products quickly unlike Amazon
most companies don't want to own last
mile delivery and so Amazon has has been
able to do that and be able to do it
quite well allowing it to scale during
this COBIT period but lots of companies
can move into the online space without
needing to be in the logistics business
themselves yeah well it sounds like some
permanent changes are in store for
e-commerce it was growing pretty
steadily before but boy sounds like it's
really going to take off now in a very
permanent way James Thompson of by box
experts I want to thank you so much for
giving us your view of how this world is
changing pretty fast thanks very much
for being with us today appreciate it
thank you Robert
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