The people behind WooCommerce stores

Transcript

1. Aviva Pinchas Product Lead for the WooCommerce Marketplace @Automattic
2. The people behind WooCommerce stores WooSesh 2018
3. The people behind WooCommerce stores 12 surprising findings about WooCommerce users WooSesh 2018
4. Who are the people behind WooCommerce? The question
5. How many stores are out there? Where are they from? Part 1
6. How many stores are out there? 4M+ Active Installs
7. How many stores are out there? 250K Tracked Active Stores
8. How many stores are out there? Growing
9. How many stores are out there? +50% year-over-year
10. Where are they from? Surprise! 1
11. Where are they from? Surprise?
12. What kinds of stores run on WooCommerce? Part 2
13. • Survey to existing WooCommerce.com customers • Our aim was to get better, richer, deeper, more nuanced mental models of who buys on WooCommerce.com • This may not map 100% to the ecosystem, but we believe it’s directionally accurate • Separate questions for Store Runners / Managers and Store Builders About the Survey
14. Woo Marketplace customers are DIY Builders creating stores with complex products across many verticals
15. Woo Marketplace customers are DIY Builders creating stores with complex products across many verticals
16. Type of Store
17. Type of Store
18. Woo Marketplace customers are DIY Builders creating stories with complex products across many verticals
19. Industries Less likely Business Owner -Charity & Causes -Construction & Industrial Store Builder -Other More likely Business Owner -Other Store Builders -Charity & Causes -Construction & Industrial -Professional Services -Travel & Leisure Business Owner Store Builder
20. Who makes and runs WooCommerce stores? Part 3
21. Woo Marketplace customers are DIY Builders creating stores with complex products across many verticals
22. Customer Types for our Marketplace
23. Four Types of Users • Established Business Owners • eCommerce Newcomers • Agencies • Assemblers
24. Established Business Owners What makes them unique: • Physical presence: Has a brick-and-mortar store or may host events • Time-based products: More likely to offer appointments, rentals and reservations and tickets • Industry: More likely to be in Electronics & Computers and Health & Beauty industries Business details: • 2-3 employees (37%), or 4+ (39%) • 5+ years in business- a third have been in business more than 10 years • May have a dedicated website person/team Priorities: reaching more customers & getting more efficient Spends more time on: running promotions
25. Established Business Owners What makes them unique: • Physical presence: Has a brick-and-mortar store or may host events • Time-based products: More likely to offer appointments, rentals and reservations and tickets • Industry: More likely to be in Electronics & Computers and Health & Beauty industries Business details: • 2-3 employees (37%), or 4+ (39%) • 5+ years in business- a third have been in business more than 10 years • May have a dedicated website person/team Priorities: reaching more customers & getting more efficient Spends more time on: running promotions 2
26. Established Business Owners What makes them unique: • Physical presence: Has a brick-and-mortar store or may host events • Time-based products: More likely to offer appointments, rentals and reservations and tickets • Industry: More likely to be in Electronics & Computers and Health & Beauty industries Business details: • 2-3 employees (37%), or 4+ (39%) • 5+ years in business- a third have been in business more than 10 years • May have a dedicated website person/team Priorities: reaching more customers & getting more efficient Spends more time on: running promotions 3
27. Established Business Owners What makes them unique: • Physical presence: Has a brick-and-mortar store or may host events • Time-based products: More likely to offer appointments, rentals and reservations and tickets • Industry: More likely to be in Electronics & Computers and Health & Beauty industries Business details: • 2-3 employees (37%), or 4+ (39%) • 5+ years in business- a third have been in business more than 10 years • May have a dedicated website person/team Priorities: reaching more customers & getting more efficient Spends more time on: running promotions 4
31. eCommerce Newcomers What makes them unique: • Their entire business is online • Physical goods only, paid for at checkout. • If move beyond this, it’s often to recurring payments and/or digital products. • Industry: More likely to be in Fashion & Apparel and Art, Music & Photography industries Business details: • Lone-preneur - no employees • In business for less than a year (31%) or 1 to 5 years (47%) Priorities: reaching more customers Spends more time on: adding and updating products
32. eCommerce Newcomers What makes them unique: • Their entire business is online • Physical goods only, paid for at checkout. • If move beyond this, it’s often to recurring payments and/or digital products. • Industry: More likely to be in Fashion & Apparel and Art, Music & Photography industries Business details: • Lone-preneur - no employees • In business for less than a year (31%) or 1 to 5 years (47%) Priorities: reaching more customers Spends more time on: adding and updating products 5
35. Agencies What they do: • Offer custom coded solutions • Advise clients, who make the final decision • More likely to offer Marketing services Business details: • Worked on at least 10 projects last year • Have likely tried a variety of other platforms
36. Agencies What they do: • Offer custom coded solutions • Advise clients, who make the final decision • More likely to offer Marketing services Business details: • Worked on at least 10 projects last year • Have likely tried a variety of other platforms 6
37. Agencies What they do: • Offer custom coded solutions • Advise clients, who make the final decision • More likely to offer Marketing services Business details: • Worked on at least 10 projects last year • Have likely tried a variety of other platforms 7
39. Assemblers What they do: • Combine and configure themes, extensions to serve clients • They make the final technology decisions on behalf of clients Business details: • Worked on less than 10 projects last year • Likely haven’t tried other platforms Surprise: slightly more likely to be women
40. Assemblers What they do: • Combine and configure themes, extensions to serve clients • They make the final technology decisions on behalf of clients Business details: • Worked on less than 10 projects last year • Likely haven’t tried other platforms Surprise: slightly more likely to be women 8
41. Assemblers What they do: • Combine and configure themes, extensions to serve clients • They make the final technology decisions on behalf of clients Business details: • Worked on less than 10 projects last year • Likely haven’t tried other platforms Surprise: slightly more likely to be women 9
42. Client Revenue 10
43. Builders & Experience Segment 3: Agencies Segment 4: Assemblers No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .7% 1.4% 7% 22.38% 68.53% Configuring themes .35% 1.75% 4.9% 18.88% 74.13% Writing PHP code 2.1% 8.39% 15.73% 30.42% 43.36% Writing HTML/CSS code .7% 2.1% 3.5% 14.69% 79.02% Writing JavaScript code 7.69% 9.79% 19.58% 28.67% 34.27% Working with the WordPress REST API 20.98% 25.52% 19.58% 18.88% 15.03% Working with the WooCommerce REST API 26.57% 27.97% 17.48% 18.43% 11.54% No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .4% 3.61% 6.83% 35.24% 53.82% Configuring themes 0% 1.61% 8.43% 29.32% 60.64% Writing PHP code 16.87% 28.31% 34.54% 15.66% 4.82% Writing HTML/CSS code 4.02% 7.23% 17.27% 36.55% 34.94% Writing JavaScript code 32.13% 32.93% 20.08% 11.65% 3.21% Working with the WordPress REST API 55.42% 29.32% 10.04% 4.42% .8% Working with the WooCommerce REST API 60.24% 27.31% 8.03% 4.02% .4%
44. Builders & Experience Segment 3: Agencies Segment 4: Assemblers Implications: These users will likely struggle with anything beyond configuring plugins and themes No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .7% 1.4% 7% 22.38% 68.53% Configuring themes .35% 1.75% 4.9% 18.88% 74.13% Writing PHP code 2.1% 8.39% 15.73% 30.42% 43.36% Writing HTML/CSS code .7% 2.1% 3.5% 14.69% 79.02% Writing JavaScript code 7.69% 9.79% 19.58% 28.67% 34.27% Working with the WordPress REST API 20.98% 25.52% 19.58% 18.88% 15.03% Working with the WooCommerce REST API 26.57% 27.97% 17.48% 18.43% 11.54% No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .4% 3.61% 6.83% 35.24% 53.82% Configuring themes 0% 1.61% 8.43% 29.32% 60.64% Writing PHP code 16.87% 28.31% 34.54% 15.66% 4.82% Writing HTML/CSS code 4.02% 7.23% 17.27% 36.55% 34.94% Writing JavaScript code 32.13% 32.93% 20.08% 11.65% 3.21% Working with the WordPress REST API 55.42% 29.32% 10.04% 4.42% .8% Working with the WooCommerce REST API 60.24% 27.31% 8.03% 4.02% .4%
45. Builders & Experience Segment 3: Agencies Implications: Even ‘advanced’ users are not very familiar with the REST APIs Segment 4: Assemblers No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .7% 1.4% 7% 22.38% 68.53% Configuring themes .35% 1.75% 4.9% 18.88% 74.13% Writing PHP code 2.1% 8.39% 15.73% 30.42% 43.36% Writing HTML/CSS code .7% 2.1% 3.5% 14.69% 79.02% Writing JavaScript code 7.69% 9.79% 19.58% 28.67% 34.27% Working with the WordPress REST API 20.98% 25.52% 19.58% 18.88% 15.03% Working with the WooCommerce REST API 26.57% 27.97% 17.48% 18.43% 11.54% No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .4% 3.61% 6.83% 35.24% 53.82% Configuring themes 0% 1.61% 8.43% 29.32% 60.64% Writing PHP code 16.87% 28.31% 34.54% 15.66% 4.82% Writing HTML/CSS code 4.02% 7.23% 17.27% 36.55% 34.94% Writing JavaScript code 32.13% 32.93% 20.08% 11.65% 3.21% Working with the WordPress REST API 55.42% 29.32% 10.04% 4.42% .8% Working with the WooCommerce REST API 60.24% 27.31% 8.03% 4.02% .4% 11
46. Customer Types for our Marketplace
47. Customer Types for our Marketplace 12
48. Who are the people behind WooCommerce? The question
49. Business owners and Store Builders around the world (esp. Europe!) The answer
50. Established business owners with retail locations, offering reservations or appointments The answer
51. eCommerce newcomers branching out into subscriptions The answer
52. Agencies advising clients on technology and marketing The answer
53. Assemblers who make decisions for their clients The answer
54. All of the above :) The answer