April 3, 2020
How small countries are leveling up with global eCommerce – Thomas Leskowsky | eCommerce Talks #7

How small countries are leveling up with global eCommerce – Thomas Leskowsky | eCommerce Talks #7

Divante presents eCommerce Talks for
industry experts share their insights about the ever-changing world of
e-commerce today we will be talking with Head of Community Management at A-COMMERCE Thomas Laskowsky – All right welcome one more time guys we have a
special guest today Thomas Laskowsky from Austria and what is your role right
now well you’re working with A_COMMERCE right? -Yes of course I do if you can tell us a little bit more
about that before we start talking about the trends and what’s going on in Austria
and the market in general in the DACH region – Okay alright um A-COMMERCE is like the e-commerce network or community in Austria so we are hosting
like k5 in Austria it’s more or less a small event a smaller event with like
700 people just from the e-commerce society and in Austria we hosted in
Vienna mainly but we’ve got 14 other events in Austria that we are hosting
throughout the year and on the other hand we are a strategic ecommerce
consultant which means we are helping companies starting from the
pattern more or less and on the other side if there are already established
brands or established online shops already we help them to grow better and
faster than it did before -All right how is the ecosystem looking
in Austria we talked a little bit before and you were saying that it looks
like it’s a bit behind so you’re guys trying to make them catch up with
what’s happening with the rest of the world so how is it tell us a little
bit more about the ecosystem in Austria and how are the companies coping
with it – It’s very funny if we can if we compared with the whole DACH region
everybody thinks it’s all the same and in the in the end we are like three or
four years behind Germany which also means that the technical improvement
takes some time and also we see it in the companies itself they need to get
the culture right to get the digitalization
in general forward that means we have to help them to get on the right
track to keep up with the whole DACH
region itself so in Austria we got many merchants many manufacturers but I
think the potential is still there and we are just starting right now – What are the areas that they’re more advanced I mean what are they for
example fast fashion is it video games or and what are the companies that
they already getting there – Yeah it’s more or less hidden champions like
we used to say I don’t think we have like to pick fashion brands but we
got like Swarovski and big family companies in Austria from scones or
hot Louis maaske all the names that you hear in Austria where you don’t know
don’t really know what’s behind it and where’s the history starting and where
does it go already and we also got very much industry in Austria it’s like in
the upper part of Austria where we’ve got a very tight section
where all the company sits and they just wait to get started in the whole
ecommerce sector and we just crushing in – And now what are you guys bringing
your knowledge from I mean obviously companies there I mean like shutoffs
Keogh or things that companies that they’re being around for a while so
actually let me rephrase the question what are they mostly lacking what are
they looking for where do they need help – First of all they need to note that
nowadays their customers want a different customer experience for
example ten years ago we started like with the desktop things and oh it’s
awesome to buy some things online and now we have to see that the customer
it’s like a multi-channel guy or girl in the end so we’re starting to search
online then we go to the shop and we purchase it online and we’re kind of
used to that but if the company itself doesn’t offer that to the customer the
customer things like okay what’s going on here is just a company stop or
how will it go into the future and there we have to set the point that
we have to get into the culture itself and also
have to tell them that they need to have like the mobile first addiction they our
customers like I think you will agree with that we are all having our
smartphones in our pocket yeah and we can shop wherever we want however we want and on which mobile phone or end devices we want – Now you mentioned that
you work with smaller companies newer companies and also traditional
companies that they’re already settled let’s say what are the main challenge for the
new companies because I mean I’m thinking the bigger companies they can
they have budget to get everything fixed if needed
but for the younger companies that they’re trying to break in not only
in the Austrian market but eventually Europe and maybe the world like what are
them I mean what are the challenges for them – They first have to know that they
have to have a strategy if especially when they are studying into the
e-commerce business most of the people or the company start like ok let’s sell
something online and they try it I like the spirit of just make some mistakes or
failures you can learn from that it’s the lessons learned we already all have
heard about but in the end if you have too much mistakes and you don’t learn
from it you will have no money in the end and in the end you will be
disappointed that nothing happens like you want it like so therefore they
really have to see where is their specific point in the market where they
have to crush through and on the other hand that they have the right
technical infrastructure on the other hand that they can raise this ecommerce
shop for example in the right direction – So and when you talk about
A-COMMERCE your company you guys are covering most of these steps right so
you could grab one of the clients hand all the way till the end of the
process and technically wise because we know that there is a
how can I put it there’s not
enough people to cover all the needs from the e-commerce world I mean
companies are having to outsource a lot or they’re having a hard time trying to
find the right people how is Austria coping with this I mean
do you guys have enough developers or you have to outsource some of your stuff
outside and how’s it working – I think in the whole DACH region we won’t have any
developers at all so it’s like a neverending story there is too much
needed and too less that’s already offered on the market so the company’s
tried to catch from the other side more or less and have to find other ways to
get to the developers that’s also the thing in the companies itself they are
looking for outsource developers that they can find wherever they want to and
try to integrate them into their own company and it’s more like the developer
doesn’t mind if they have to if they work from somewhere else in the end
– Exactly the remote culture nowadays is – Yeah in the end the end product more or less should fit
in the end – All right and if we look for example at the cases that you guys been dealing with what will you what was one of the cases you’re most proud or I
mean not maybe just from your company but in general from Austria like one of
the companies that adapted well or fast enough to go at least Europe wide – Okay yeah there would be many references more or less in the end but we have like
one of the biggest companies in Austria for example lager house and they have
like some in Austria we say can awesome shufflin I don’t know the English word
already but it’s like every – I’m sure someone will find it at home and let us know what it is – And they started that
right time to get on the e-commerce track already because there are like
many systems that have to be integrated and was a long long long journey to
get where they are now and they and everybody sees that this is not the end
if you are focusing to 2019 for example to launch the online shop everybody
thinks of ok and then check it’s done no it’s not uhm ecommerce is like a
never-ending journey in the end so you still have to see what’s on
the market which new technologies will host at the market and you have to be on
track and that’s also our part to get the companies to know other companies
which provide them with technologies and so on – We’ve been doing a lot of Europe lately and one of the main things
that people brings up is GDPR right GDPR was something that came up not so long
ago and companies are still trying to adapt to that into the whole GDPR
one of the main things that we’ve been there also discussing is having a
monolithic system versus like micro services so moving from your own server
to different companies offering you all the solutions
how is in the market in Austria do you see companies trusting moving this to
moving into the cloud moving into micro services or they still very like I’m
not sure if I should put my stuff somewhere else – 50/50 I think there’s
no winner right now and we will see in the next five to ten years where
journey will go but I think nowadays the shift goes into the cloud because we’ve
got like shows where they can pitch their products for example and they see
ok I get as many customers I never calculated with and now they see ok if I
have like for example like Cloud servers I can have as many customers as
I want on that without closing my online shop for one hour or something
it’s like wasting money in aggregate – And are company’s understanding the
investment going again to the example of big and small companies are big
company’s aware of the transformation and the costs and I don’t mean just
money-wise but the cost of time and investment and are they willing to do
that or some of them are trying to step back and say now we’re fine we will deal
with that later – Again 50/50 yeah you have to take
them by the hand to see ok if you have like requirements to fulfill
and you want something and you also have to be aware of that this will cost some
time money whatever in the end and we have to take them by the hand and see
okay if you want to have those requirements already fulfilled you have
to invest now because if you don’t do it you will get behind new-commerce for
example which we’ll see what’s the chances behind those new technologies
for example like PIM systems you see they have to do it it’s not if they do
it just when it’s just a question of when will they do it to keep
on track – And from all the biggest challenge I mean we know that Europe it’s not as powerful money-wise or market wise like the US right I mean the
US is a massive market and here we’re still talking about how smaller
countries are moving at different speeds like you said Austria is a
bit behind Germany and maybe Switzerland it’s not even maybe they don’t even care I don’t know – I can tell yeah – But I’m regarding this piece how do you see the future of this how are the countries in Europe in general trying to level up
the way they sell the way they relate to the customer the way
they actually faced with e-commerce – Okay that’s a very good question could
you’ve got a little bit deeper inside that – Yeah yeah I mean basically
I would love to know like how the different countries how do you see the
future of the different countries leveling up their e-commerce
efforts or the e-commerce knowledge even the education of how much they know
about about the challenges to come – I think that’s also one of our missions in
the end to get at to the companies it’s also one of my main points in our
company to get to face the customers itself to tell them what’s new on the
market and I think we are also as a news
platform it’s our mission to tell them okay
please Austria try to get to know new technologies that you have
to get back on track with all the countries around us
and therefore I can’t tell how we are for example compared with the US I think
there are still different roles between us not just kilometers and in
the end we will see where the journey will go on we will do our best to keep
pushing forward everything around the technologies – I’m gonna ask you want one
question that we ask all of our guests like if you have to recommend a good
book or a good podcast for people that they’re planning to go global or they’re planning to move heavily into e-commerce what will you recommend – Okay there
are very many let’s see which one would I recommend I’m also writing on my own book it’s also a point where we would suggest to read that just comparing everything that we
already learned from our references and now I can come tell I think everything
coming from the Amazon site shows best how you will get back to the status quo
now because Amazon also started with the bookstore and it’s now like hosting a
marketplace and we see that companies – They’re all the world – Yeah they’re all the world already and we can
see that on other companies they just want to start a marketplace and we say
hey keep it slowly start with your online shop and then go back
to the marketplace I can tell which book is already exactly hitting this spot – But that’s the area that they should be looking at – Therefore you should look into that – Cool Thomas thank you so much for joining us today and I mean I love
talking about trends especially in Europe and it’s great to see that Austria is
I’m sure it’s gonna be a little bit faster thanks to you guys – Thank you
for it – And Thank you guys for watching it one more time we’ll see you next time

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