From goods EC to service EC!“Sell online” mindset shift for small businesses

From goods EC to service EC!“Sell online” mindset shift for small businesses

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Now, the term “service EC” is attracting attention.

Many people may not be familiar with it yet, but it can be said that the modern EC business environment is steadily shifting from the EC of goods to the EC of services.Therefore, this time, we will send you a detailed report on this change in trend.

In conclusion, the shift from e-commerce for goods to e-commerce for services has become a major trend of the times.In an unprecedented number of industries, it is now inevitable to enter or switch to service-based e-commerce.You can say that.In such an era, we will deliver information and proposals that go into specific measures on how to respond.

What is service EC?what kind of e-commerce

First, let's check the definition of service EC.

Service-based EC is literally an EC where you can purchase services, that is, "services" on the Internet.As a specific example of B to C EC in the service field, the Ministry of Internal Affairs and CommunicationsMarket research on e-commerceThe report cites examples such as travel services, food and beverage services and ticket sales.

For example, a food delivery service such as UberEats is a familiar example of a service-based e-commerce.In addition, many online reservation services, such as airplane and Shinkansen ticket reservations, accommodation reservations, event reservations, etc., are classified as service-type e-commerce.

Possibility of entering service-based e-commerce in various business fields

Thinking in this way, I realize that there is a possibility of advancing into service-based e-commerce in various business fields.

For example, cram schools and certification courses.Even if you don't go to cram school, it is now commonplace for services to be provided in the form of online schools using online calling services such as ZOOM.Such things can also be called service-based EC.

Even services that cannot be used without going to a store, such as beauty salons, beauty salons, and pet salons,Accept appointments onlineIn the form of , it is possible to advance to service EC.This direction is very wide, and if it is a type of business that "goes to the store and receives services", it means that almost all businesses can enter service-based EC.Examples include restaurants, hotels, and gyms.

It should be noted that, in many cases, the actual provision of services at the store will be performed by some kind of staff.For example, in a hair salon, it is the stylists and other staff who actually provide the services.Trainers and coaches at fitness gyms, chefs and hall staff at restaurants, and so on.Ultimately, services are provided by staff = human handsThere will be many things.

In any case, even if the place of provision is a store or an online call, if it is "a service that provides something to customers by human hands", it is possible to advance into service-based EC I think it's good to think that sexuality is also spreading.

Specific examples and success stories of service EC

By the way, if you think that services, that is, "services provided by humans", are provided by "EC = online", I think it is difficult to grasp the image.So let's dig into some more specific examples and success stories.

Service-based EC success story XNUMX: Uber Eats

Uber Eats, a food delivery business, is one of the most well-known successful examples of service-based e-commerce.This is a service that delivers food prepared at the store by our cooking staff to a designated location, such as your home or workplace.

Service-based EC success story XNUMX: McDonald's mobile ordering

Let me introduce another famous example from the restaurant industry.This is a little out of the EC framework, but I think it's an example that makes it easy to grasp the image of selling services online.McDonald's Mobile Order.

McDonald's, a major hamburger chain, offers a service that allows you to complete your order and payment in advance with a smartphone app and receive the product at the store without waiting.In this way, there is also a service-based EC business design in the form of "just order and pay online and receive services at the store".

Service-based EC success case XNUMX: Jalan net

“Jalan net”, which is a reservation portal site for accommodation facilities, can be said to be a famous successful example of service-based e-commerce.Unlike the cases introduced so far, this case can be regarded as a service version of a so-called shopping mall-type EC.Various accommodation facilities are registered, and users can compare accommodation plans, rates, facilities, etc. on the site, make reservations and make payments.Reservations and payments are completed online in advance, so all you have to do is go to the store and receive the service.

Even small and medium-sized companies are accelerating their entry into service-based EC through their own EC

In addition, in addition to opening shopping malls, there is a possibility that small and medium-sized companies will further accelerate their expansion into service-based e-commerce through their own e-commerce.The process of making a reservation for a visit to a store, making a reservation for a consultation/counseling service provided by an online phone call, and making payments for these services is completed on the company's website, and the customer simply receives the service on the day of the reservation.

Significance of working on service EC

The expansion of service-based EC is starting to spread not only to major companies but also to small and medium-sized companies.Let's deepen our understanding of the significance of working on market development and entry into service-based EC, which is not easy and requires a budget.

From Consumption of Things to Consumption of Things: Trends in Consumption Behavior since the 2010s

From a long-term perspective, there will be significant changes in consumer behavior.Until now, the main focus of consumer behavior has been “buying things”.For example, when you think about going to a supermarket to buy milk, if the brand of milk you want is sold at a reasonable price, you will be satisfied.

Of course, this remains basically the same today.In the retail industry, the basic fundamentals are to be able to buy what you want when you want and to be able to buy at a reasonable price.

However, when considering the competitive environment with competing stores, it becomes important to add extra value.There are probably many companies that have been exposed to harsh conditions in the competition without knowing how to add value.Under these circumstances,As a new value addition, the element that has been attracting attention especially since the 2010s is what is called “experience consumption”..

Consider the supermarket analogy from went to buy milkIf there are two stores that sell the same product at the same price, it's natural to want to go to the store where the staff are more pleasant to serve.Also, the fact that there are many services such as point benefits and limited discounts will affect your choice of store.

In any case,"If I can shop in the same way, I would like to choose a shop where I can have a more pleasant shopping experience."That's what I think.

However, this way of thinking is not unique and has been around for a long time.However, the changes in the times that have begun to occur since the 2010s will add even more weight to "experiences."

In the example of the supermarket I mentioned earlier, there was a precondition of "if the same product is sold at the same price."However, in modern times,If there is a shop where the prices are cheap, but the shopping experience is not pleasant, and a shop where the prices are not cheap, but the shopping experience is pleasant, more and more customers are actively choosing the latter.This is not necessarily the case for everyone, but when viewed as a whole, it is certain that such trends are emerging.

In other words, A behavioral model has come to be established that places emphasis on "what kind of experience can be had" rather than "what can be bought" when making decisions on consumer behavior.can be said.This trend is expressed by the phrase "from consumption of goods to consumption of experiences."

Change in awareness of “online shopping” during the corona crisis

Another important factor is the change in consumer awareness during the corona crisis.Through the Covid-XNUMX pandemic, behaviors such as shopping, making purchases, making reservations, and ordering online have spread rapidly.Users who were initially avoiding digital due to psychological resistance and dislike of digital have become accustomed to online consumption behavior through the corona crisis.

ThenMany consumers have become familiar with the "convenience of online" and have come to take it for granted.You can say that.Even if we escape from the corona disaster in the future and society regains its composure, the trend of the times that "what can be done online should be done online" and the change in consumer consciousnessWhat advances as an irreversible momentumIt is considered.

Therefore, even in a service-type business, whether or not reservations and payments can be made online is a factor that greatly influences consumer selection.For example, if you make a reservation at a restaurant, if restaurant A only accepts telephone reservations and restaurant B allows online reservations, restaurant B will be more popular than restaurant A.

"Consumer experience = service", "online": important factor for toC business in 2023

Looking back on these major trends, we see an increase in the number of customers emphasizing experience, from "consumption of goods to consumption of experiences", and a change in consumer awareness that "what can be done online is done online" as a matter of course.Entry into service-based EC will be an extremely important factor in the toC business in 2023You can say that.Grasping this trend is considered to be one of the key points in future toC business.

Service-based EC introduction plan: Possibilities for online support

Various directions can be considered for specific introduction plans for service-based EC.For example, the possibility of expanding into service-based e-commerce is expanding in the following fields.


For example, the idea is to introduce an "online coordination service" to apparel and fashion e-commerce sites.We will consult with you about coordination through online calls and introduce you to our recommended fashion items.It is an image of providing the apparel customer service that is provided at the physical store online.

Other possible developments include, for example, preparing a fitting room in-house and accepting reservations for its use and coordination services online.

Medical clinics and nursing care consultation services

Online diagnosis and online consultation at medical clinics is one of the business forms that is spreading after the corona disaster.Under the same scheme, it is also possible to make efforts such as moving nursing care consultation services online.

Professionals such as lawyers and judicial scriveners, and consulting business

We accept orders for consultations and interviews on our website and provide services via online calls such as ZOOM meetings.This form can also be said to be one of the ways of service-based EC.

Various other service-based e-commerce possibilities: Opportunities for first-mover advantage

In this way, there are various possibilities in service-based EC that are different from conventional product sales-based EC.Since it is a relatively new field, there are not enough successful cases and precedents yet, but conversely, it can be said that there is a great chance to gain first-mover advantage.

“Can this business and this service be brought online?”

“Are there any parts of the customer journey map that can be made online?”

By carefully scrutinizing each flow and thinking that what can be done online should be done online, there is a good chance that new business development can be created.

Summary: From e-commerce of goods to e-commerce of services! Sakurabook can help

From consumption of things to consumption of things, and from e-commerce of goods to e-commerce of services.With the changing times, the toC business environment is also facing a major turning point.Sakurabook will help you to firmly grasp this trend and transform it into a service that can be active in the next era.

Sakurabook is the first Japanese-compatible calendar reservation application for the EC shopping cart "Shopify". On top of Shopify's powerful EC basic functions, we have implemented a full calendar reservation and made it possible to accept reservations and make payments at specified times.

ThisIn addition to realizing EC of "things" with conventional Shopify, it is possible to realize both "EC of services" by calendar reservation EC of things and EC of services.Both are tools that can be achieved to a high standard.

In addition, Sakurabook Support provides not only support for the introduction and usage of Sakurabook, but also general support for the "service EC" business that utilizes Sakurabook.

"Using Sakurabook, I want to realize this"

"I want to use Sakurabook to develop this type of service online."

Please feel free to contact us with these suggestions.

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