MOSCOW, June 6By 2030, bank cards will account for only 20% of purchase payments, and each offline and or online store will provide its customers with at least three or four payment methods, this forecast was given by the vice president with reference to data from the T-Kassa payment acceptance service , Deputy Director of the Payment Systems Department of T-Bank Sergey Khromov.
He took part in the discussion “You can’t give up selling. Does everyone need to go to marketplaces and how to develop in eCom”, held at the T-Dvora site in St. Petersburg.< br />
According to Khromov, the more ways payment is provided by the seller — the better for the buyer and, therefore, for the seller, since the conversion to purchase and profit increases.
“Payment conversion is a very important element. Everyone spends money on attracting customers, but we see how not all of those attracted make the purchase and abandon the cart because there is no convenient payment method, there is no card at hand, and so on. And the entrepreneur loses the purchase. Therefore, it is necessary to provide the widest possible list of methods with high conversion,” T-Bank quoted Khromov as saying.
Offering various payment methods is also a seller’s tool in the fight for profit in the increasingly competitive e-commerce market through marketplaces.
“There is a monetary threshold at which we see a cut-off — 70 thousand rubles. Every fourth new seller does not reach a turnover of 70 thousand rubles and leaves the marketplaces, because the competition is high. If it reaches 70 thousand, this means that the entrepreneur is succeeding, and he “survives,” said Khromov.
T-Bank eCommerce Director Ilya Kretov added that every month about 15-20 thousand entrepreneurs register individual entrepreneurs and LLCs in order to enter marketplaces “More than 100 thousand a year. But 50-60% of them “survive” until six months of sales. There is a strong consolidation of major players. Roughly speaking, 90% of all sellers on marketplaces make only 10% of all sales,” he noted.
Discussion participants pointed out in this regard trend towards the revival of independent e-commerce — many sellers are returning, in particular, to the development of their own websites for customer interaction.
“Marketplaces help you enter the market, test your product. This is an easy way to enter, because you don’t need to create your own online store or organize delivery. But at the next stage, when all the tests have been passed and it’s clear that the business has started, marketplaces are not a panacea , this is just one of the sales channels along with your own online store,” noted Khromov.
Today, business is trying to diversify sales channels on various platforms.
“You can develop according to a fairly popular scheme in the market: when anchor products are launched on the marketplace — and they work for the brand, and premium products and exclusives are sold in their own online store with greater margins and demand,” Khromov summed up.