John Donahoe (President & CEO of eBay, Inc. presenting)
9:22: We are at an inflection point—the commerce and payment landscape will change more in the next three years than the last 15
In almost half of all retail transactions, a consumer accessed the web at some point in the commerce experience
First and foremost, the consumer is in charge
Cosnumers have a mall in their pocket
9:29: We were the first to open up our platform to external developers. Now, there's more—we have opened the full commerce stack. Retailers are not tech companies, and so we have multiple stakehoders.
X.commerce is the world's first open commerce ecosystem: bring together the full suite of commerce tools and services and open them up so that you (merchants and businesses) can open up the world of a new commerce reality
- Create compelling consumer applications
- Partnering with merchants, not competing with them
- Partnering with X.commerce platform partners like you
Matthew Mengerink (VP and General Manager, X.commerce)
9:40: X.commerce is the most complete commerce platform in the world. And it's open. As much about respecting the merchant's brand as the developer's independence.
The X.commerce ecosystem
Ray Tanaka (@rtanaka) opens up the Magento store and Carlos' inventory and his online store is nearly complete.
Accepting payments, tracking inventory, tracking and analytics are all available. Look and feel completed—and you're done.
[eBay integration shown]
[Milo.com integration shown for local presence]
Bill Ingram, VP Product Management with Adobe
Adobe's analytic tools are the perfect match for X.Commerce. Analytics drive business strategy and improve customer satisfaction, and must be intergrated across all channels.
[Magento enterprise admin shown with Adobe's analytical tools] This data tells the merchant where sales are happening and where to put marketing dollars.
Search is the default way to find products—direct path to purchase and high conversion rate. Are the searches your customers are using finding your products? [Search analytic tool shown]
[The interface for the end merhant user on Magento is pretty sexy—very simple flow showing marketing->searches->browsers->buyers with clear analytics #killerapp].
9:58 Kenshoo talks about their automated demand generation, demoed:
Flow: Kenshoo dashboard for ad spend, placement automatically into Facebook and Google ads.
Roy Rubin, Co-Founder, Magento
Positioned to bring developers and merchants together through extensions—even more powerful than apps. Can make changes to the core operating system.
Easy search for extensions that can be purchased and enabled with just a few clicks. Plug'n'play integration
We intend to create a one-stop shop for extensions in 2012.
Mark Lavelle, VP Strategy, PayPal
Demos Tiny.me—sell items in 60 secs or less. A one-time ask for permission to sign in with PayPal credentials. Can use OpenID principles on your own site in a similar fashion after you go to x.com/identity to register your site.
Betsy Poirier, Director of Digital Channels and Partnerships, Toys R Us
Introducing partnership with eBay Local tab to offer in-store pickup of products ordered online (for those last minute purchases).
Can also use Red Laser on his phone to identify the product and find related products, purchase via Paypal on his phone and go to the local store to pickup at the customer service desk.
Social+Local+Mobile with Facebook: Katie Mitic, Facebook (now on X.commerce Board of Directors)
10:25: How do we find the best gifts? We find out from friends [wonder where this is going… :)]
The old new model was the collection of documents on the web to find information—but the new model, the second phase of the web is personalized with our REAL identities. No cryptic code names or weird handle.
It's discovery, not search. Facebook calls this social design: moving from the what to the who. Decisions about car purchasing, for example, are not so scientific and solitary—friends talk about what they love. Last Cyber Monday, Levi's traffic was from Facebook by 50%. American Eagle found that Facebook-referred customers spent 57% more than other customers.
The Open Graph as the map of all the connections between people and things. You connect to something on the open graph by Liking something. Mapping these connections put order to them and made them integrateable. Giving them the opportunity to like things was not enough. The open graph is about to be updated to do more than like—don't just like a book, but read it—listen to music instead of just liking it.
In commerce, customers can do more than just like them. They can own them, like them, add them to a wishlist and more. Friends can ask friends how clothes look on them, for example.
Social design takes word of mouth marketing and put a bullhorn to it.
Magento developers can now seamlessly integrate open graph actions into their toolsets. This means that your store can become social nearly instantly.
Forrester asserts that merchants intend to increase online spend up to ten-fold.