eCommerce | July 29, 2022

eBusiness: Projects, trends & status

Our colleague Jaime Ontiveros, Radical Innovation Consultant, has been working in the eCommerce area since he was 19 years old when he found himself launching an eBusiness and experiencing first hand what it's like to deal with the online side of business. He has been involved in analyzing and improving projects within the retail area, SMEs, big corporations and other large consumer centers.

"End-to-end projects" is how he defines the eBusiness projects in which he works at TheCUBE. A work whose process consists of 3 key points: "We analyze eCommerce to understand which are the vitals of the company; we design a strategy to measure the current state of eCommerce and thus be able to draw initial conclusions; finally, we propose challenges, actions and tools that helps customers to improve their sales, visits and results".

From his point of view and with a very sincere opinion, Jaime gives us answers to how the current eBusiness panorama is and which are the trends to take into account when planning to launch a new eCommerce.

How is the eBusiness situation in Spain?

At a macro level, compared to eCommerce in the United States, Asia and the United Kingdom, which is very powerful, Spain is obviously underdeveloped.

At the national level, the market of SMEs and startups is growing at a brutal pace. On the other hand, we also see large companies that have been in retail for years making the switch to the online world.

At TheCUBE, eBusiness projects have not stopped growing since we did the first one for a client in the food sector. Brands think about opening an eCommerce before opening a physical store.

Brands think about opening an eBusiness before opening a physical store.

From which sectors do the clients who demand these projects come from?

More than a sector, it is a style of consumption. The clients that hire us are those that move consumer products: shampoos, gels, toothbrushes. Retail products are the ones that need to be digitized.

Which are the main requests from the clients?

Many companies we work with have made the leap to the online world but without the necessary resources and equipment. Therefore, the first thing they tend to ask for is the structure of a work team. The essential profiles needed to be able to go digital.

A technical audit is also requested. Many times they have their products in their own online portals or other such as Amazon, but they lack in the technical aspects. Example: product sheet, lack of keywords, even prices.

Finally, the strategy. What is the strategy from here to three, five, ten years? We position the company in the digital sector, not just for a year, but for as long as possible.

How do you manage these processes as a team?

In a first approach session, we analyze how developed the company is within the following areas: team, technical and strategy. At TheCUBE we have methodologies that tell us what level of development they have.

We create the team and divide it by channels. I am specialized in Brick & Click, but other colleagues are focused on Amazon and other market places.

Then, we meet, put everything together and make recommendations. If the client would like to make marketing or paid strategies, we have a team that is transversal in all channels and is responsible for analyzing advertising strategies for each of them.

What are the skills needed to work on eBusiness projects?

Having technical knowledge of eCommerce, SEO, advertising campaigns, etc. Understand and know how to apply the tools available to grow the company.

Understand the sector in which you are working and what are the levers of growth in that sector. We have worked in areas where the main levers of growth are the attraction of users at an early age. And others in which this recruitment is done through more powerful marketing strategies.

Knowing how to imagine what the trends in the sector are going to be, radical and innovative, and thus being able to stay ahead of the competition.

Which are those trends?

Achieve product customization in the online world, transfer the experience that gives me the offline to the digital.

Sustainability, logistics or international production chains tend to be much more efficient and simple. In the offline world there is a rather long and sometimes tedious chain to reach the end customer. Not here.

On the other hand and in a more consumer style... going from owner to renter. Before, if you wanted a car you had to go to the concessionaire to buy it, now you access the website and rent it for a certain period of time.

How do you see the future of the sector? Do you think eBusiness will eventually surpass traditional commerce?

Spain is a country that consumes much less of this type of business, so it still has a long way to go. However, while new companies are digital natives, the traditional ones are trying and willing to take their customers to the digital world.

Without a doubt, whoever is not online is already dead. Ten years from now, the digital market is going to be totally predominant. It is no longer a purely transactional tool, but has become a tool of brand value.

The future of eBusiness comes from the development of technologies that allow the offline experience to go online. As a result, more and more startups and companies are creating technology to achieve this.

When this barrier becomes blurred, that is when there will be a quantum leap.


Radical Innovation Consultant

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