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19 Jan 2010

E-shops: Web 2.0 left out of the loop

44 per cent of online retailers miss out on profitable shop features

Half of providers do not make full use of technical possibilities


Community shopping not yet established    
In spite of the Web 2.0 boom, 44 per cent of German-speaking e-shop operators limit themselves to the presentation of goods alone, together with isolated dialogue services. Only around one in three e-commerce companies offer their customers things like product rating features. In not doing so they risk customers drifting away, since online shoppers have become more demanding over recent years. These were the findings of an e-shop survey in which IT service provider novomind questioned 200 e-commerce decision makers.

Ordinary webstores are out of touch    
Internet shoppers pay more and more attention to the possibility of being able to exchange views with other users in virtual shops and spreading their own product experiences through the Web. Differentiated search tools, a wide range of payment methods and helpful advice from other customers are all crucial. By failing to use a broad range of Web 2.0 features, companies aren’t just alienating Web-savvy customers, they are also wasting the opportunity to learn more about shopping habits on the Internet from the shopping community.
It’s not because of a lack of technology    
The majority of e-shop operators have in fact prepared themselves technically for the Web 2.0 age in recent years by updating their shop IT. And yet half of providers are not making full use of what their IT systems are technically capable of. These were the findings of a functionality test by novomind of 15 selected e-shops which have relaunched their shopping IT within the past twelve months. “The use of Web 2.0 features is still uncharted territory for many shop managers,” explains Peter Wiedekamm, Technical Director of novomind. “Most of them are focusing right now on extending functions that shorten the distance to the virtual checkout and make dialogue easier between the customer and the provider. They still have to make the breakthrough to becoming community shops,” says Wiedekamm.

Background information    
The study, entitled “E-shops—decision-maker survey”, was based on CATI (Computer-Assisted Telephone Interview). On behalf of novomind AG, 200 decision makers in the IT area of online shops were questioned as to which e-shop functions they use or plan to use, and which are considered useful by experts, and the results analysed. The data was gathered from September to October 2009. Furthermore, 15 German-speaking e-shops were examined as examples of businesses that have relaunched their shop systems within the past twelve months.

novomind at OnLine Handel 2010
From 20 to 21 January 2010, novomind AG will be exhibiting at OnLine Handel at the Maritim Hotel in Bonn, where the Hamburg-based software company will be providing a detailed look beneath the bonnet of its e-shop platform novomind iSHOP.

novomind AG:

innovative e-business solutions for the modern Internet world and for professional customer communication    Since 1999, Hamburg company novomind has been developing innovative e-business solutions for the modern Internet world in four e-business disciplines: e-commerce (e-shops and zoom server, ePDM (electronic product management), e-marketplace (marketplace integration) and e-communication (solutions for contact and service centres).
novomind is a European technology leader in every service segment and covers the whole digital value-adding chain in retail and electronic customer communication. The Hamburg-based software house is the fastest growing company in the fields of electronic customer communication and mail management.
novomind also provides comprehensive consultancy services for people choosing a suitable IT system for e-commerce. Established licence software like IBM WebSphere Commerce Server and INTERSHOP ENFINITY is considered, as are custom-made novomind solutions based on novomind iSHOP.
novomind AG is currently assisting more than 80 companies including Citibank, Der Club Bertelsmann, Deutsche Rentenversicherung Bund, Ernsting’s family, EnBW, gebrüder götz, OTTO and QVC.