e-Commerce Trends from 2014 to 2015

1

Quick Wins

Game Changers

Worth considering!

E-Commerce Trends for 2015

Cross-border B2C

Mobile

Automated Pricing OpGmizaGon

Omnichannel

Big Buying Days

Free Shipping

New Customer AquisiGon Models

maturity / roi

potenG

al im

pact on market

Next-day delivery In-store Pickup

Free Returns

Own Brands

Wearables

Social Commerce

Content MarkeGng

Mobile-First MarkeGng

ProgrammaGc Ad Buying and MarkeGng Auto

Digital Content

mPayments

Bitcoin

Security

Magento hybris

Beacon Technology

Machine-learning Services

3D prinGng

New Business Models

B2C eCommerce Sales Worldwide

hVp://www.staGsta.com/staGsGcs/261245/b2c-e-commerce-sales-worldwide/ hVp://ecommercenews.eu/key-e-commerce-trends-in-2015

e-Commerce sales worldwide will reach $1.7 trillion in 2015 Next year, local consumers all over the world will discover global, or foreign, web sites in a major way, and spend a larger por;on of their online budgets on non-local e-retailers. This will pose serious challenges to local merchants but will also create new opportuni;es for them to sell abroad. Jrgen Bdmar, CEO of Scandinavian Design Center

An increasing number of e-retailers are beginning to see the benefits of physical stores. Karl Prytz, CEO, Animail

B2C eCommerce Sales Worldwide

Business-to-consumer (B2C) ecommerce sales worldwide reached $1.471 trillion in 2014, increasing nearly 20%.

Asia-Pacific is the leading region for eCommerce sales in 2015 and represents 33.4% of the total, compared with 31.7% in North America and 24.6% Western Europe.

Cross-border B2C The worldwide leaders in B2C eCommerce

export include: USA, UK, Germany, Nordic naGons, Netherlands and France. Their overall online retail cross-border export is forecast to top EUR 100 billion by 2020.

Cross-border B2C eCommerce thrives in Europe, supported by the iniGaGves of lawmakers in creaGng a single online retail infrastructure and regulaGon.

hVp://www.emarketer.com/ArGcle/Worldwide-Ecommerce-Sales-Increase-Nearly-20-2014/1011039 GLOBAL CROSS-BORDER B2C E-COMMERCE 2014, yStats.com , hVp://ystats.com/uploads/report_abstracts/1076.pdf

The World's Leading eCommerce Companies

1. Amazon 2. JD.com 3. Wal-Mart 4. eBay 5. OVo Group 6. Alibaba (excluding wholesale) 7. Groupe Casino (Cnova) 8. Tesco 9. Rakuten 10. Best Buy

hVp://finance.yahoo.com/news/research-markets-worlds-leading-e-154500570.html hVp://www.businessweek.com/news/2014-10-31/casino-e-commerce-arm-cnova-seeks-up-to-375-million-in-u-dot-s-dot-ipo

In terms of growth, Alibaba outpaces all its compe;tors in the top 10, more than doubling the revenues from retail marketplaces last year. JD.com Inc. ranks next with close to +70%.

Casino Group is combining businesses of Cdiscount in France, Colombia and Asia1, and Nova Pontocom in Brazil (company jointly held by GPA and ViaVarejo). About 13 million ac;ve customers in Europe, La;n America and Asia. It plans to raise as much as $375 million in an ini;al public offering in the U.S. in 2015.

hVp://www.pracGcalecommerce.com/arGcles/69413-13-Notable-Ecommerce-IPOs-for-2014, hVp://www.fool.de/en/2014/11/06/rocket-internet-vs-alibaba-showdown-of-the-e-commerce-ipos-of-2014/ hVp://nvca.org/index.php?opGon=com_content&view=arGcle&id=344&Itemid=103 hVps://www.cbinsights.com/blog/ecommerce-venture-capital-investors-2014 ,hVp://techcrunch.com/2014/12/31/7-venture-capitalists-predict-what-will-happen-in-2015/

Interes'ng IPOs of 2014 Alibaba (NYSE: BABA). Already the

worlds largest online and mobile commerce company, the Chinese giant, whose mission is to make it easy to do business anywhere. Largest ever global IPO.

Market CapitalizaGon $236 billion (186 billion)

Rocket Internet (ETR: RKET). Founded in 2007 by the Samwer brothers, the German Internet start-up incubator. The companys stated mission is to become the worlds largest Internet plarorm outside the United States and China

Market CapitalizaGon $7.2 billion (5.7 billion)

Capital Market

We are seeing larger funds spread across fewer firms. In 2015 we can expect to see the average deal size increase with an up;ck in later growth rounds. Tony Tijan, CEO, Cue Ball Group

eCommerce Startups to Watch

Wish is a mobile shopping startup that looks like Pinterest but only shows you what you want to buy. hVps://www.wish.com

Casper wants to tackle the tradiGonally convoluted process of buying a maVress and streamline it for the web. hVps://casper.com

With Instacar , you can order groceries by the phone or online, and have them delivered to your apartment in less than an hour. hVps://www.instacart.com

Jet has announced it will offer shares of stock to early users. hVps://www.jet.com

Thanks to Glamsquad, you press a buVon and a stylist will show up at your home. hVp://www.glamsquad.com

Spring is an Instagram for shopping. hVps://www.shopspring.com

Curbside lets you buy at brick-and-mortar stores , using your phone. Instead of waiGng for delivery, you pick up your purchases from the store curbside without ever having to get out of your car. hVps://www.shopcurbside.com

hVp://www.businessinsider.com/the-16-best-startups-that-launched-in-2014-2014-12 hVp://www.businessinsider.com/14-startups-to-watch-in-2015-2014-12

B2B Buyers Want Useful Services Driven by their online buying experiences, B2B buyers are demanding

omnichannel capabiliGes when making work-related purchases. Nearly half (49%) of them prefer to make work-related purchases on the

same websites they use for personal purchases. 32% begin their research on brand manufacturer sites and 25% - on search engines .

They expect the next-day delivery or an esGmated Gme of the product arrival.

B2B buyers want useful services to support their shopping journey: self-servicing accounts, store locators, personalized product recommendaGons and reviews.

Building The B2B OmniChannel Commerce Plarorm Of The Future, Forrester, 2014

In my opinion, regarding B2B area, the forthcoming year will result in bigger awareness and decisiveness as to the investment in higher quality technology. Tomasz Lis, B2B eCommerce Manager, Brand DistribuGon

Future technology innovaGon will focus on automated pricing opGmizaGon

Omnichannel

In recent years, the mul;channel concept has morphed into omnichannel.

From the customers perspecGve, there is only a single, technology-enabled channel that brings together all touchpoints.

8% of retail companies are planning to add a Chief Omnichannel Officer or SVP, EVP or Head of Omnichannel to the roles in the next 18 months.

hVp://www.getelasGc.com/omnichannel-vs-mulGchannel-and-the-store-of-the-future/ Exclusive 2014 Surver Report: The Omnichannel Challenge: Strategies That Work, Oracle, 2014

Omni-channel refers to the prac;ce that leads to a consistent shopping experience across channels and this includes brand messaging, promo;ons, pricing, customer service, etc.. According to Google - 85% of online shoppers start a purchase on one device and finish on another. Vlad Zachary, Director Omni-Channel Commerce at Upshot Commerce

What are the most valuable ways your omnichannel strategies have improved your business?

Omnichannel

With omnichannel retail at American Eagle Ou`iaers a customer might bring their phone into the store, scan a barcode and comparison shop in real-;me. As Chief Digital Officer Joe Megibow explained, if they decide to order, its up to the retail associate to recognize the online order is being placed in the store, and to fulfill that order in person. hap://www.forbes.com/sites/jasonbloomberg/2014/09/30/omnichannel-more-than-a-digital-transforma;on-buzzword/

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126,00

99,00

118,00

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100,00

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140,00

The omnichannel opportunity. Unlocking the power of the connected consumer, DeloiVe, 2014

online research and online shopping

offline online offline + research during the shopping

offline + research online BEFORE the shopping

ROPO

OMNICHANNEL AND ORDER VALUE

Big Buying Days are Ge}ng Bigger

Cyber Monday, Black Friday, Super Saturday, Small Business Saturday, Green Monday, Singles Day, jumping in on the holiday season as early as possible

Last year, U.S. Cyber Monday sales were $2.3 billionup 29 % from the year before.

Cyber Monday morphed into Cyber Week. About 70% of U.S. eCommerce shipments

during the 2014 Christmas shopping period included free shipping.

hVps://www.shipwire.com/w/blog/9-e-commerce-trends-2015-influence-buyer-experience/ hVp://www.bloomberg.com/news/2013-11-07/china-singles-day-record-seen-as-bmws-sell-cheap-online.html hVp://www.pracGcalecommerce.com/arGcles/75840-6-Holiday-Online-Shopping-Trends-to-Watch-in-2014 hVp://www.pracGcalecommerce.com/arGcles/75840-6-Holiday-Online-Shopping-Trends-to-Watch-in-2014 hVp://ibmbenchmarklive.mybluemix.net/#/realGme/conversion hVps://www.internetretailer.com/2014/12/26/online-sales-rise-83-christmas-day

This year, Alibaba only took two hours to reach $2 billion in sales on Singles Day, and by days end reported sales surpassed $9 billion.

Christmas Day 14: IBM Benchmark Live Average order value was $100.33, up

6.2% from a year earlier. Smartphones accounted for 40.6% of

online traffic and tablets 15.9%. Tablets accounted for 18.4% of online

sales and smartphones 16.3%. Computers accounted for 42.6% of

online traffic, and 65.2% of online sales.

Consumers spent 21.4% more on average when shopping on their desktops.

The conversion rate was 4.56% on computers and 2.15% on mobile devices.

Flexible Delivery

Next-day delivery and rapid in-store pickup will rock in 2015.

Browse online and use the store as your personal pick-up center. Amazon Prime Now allows its Prime members to get

items delivered in just one hour in NY. Companies are keeping warehouses closer than ever to

buying hubs. Uber and Ly have built a massive local transportaGon

network - courier and same-day delivery could make an enGcing field of expansion.

Returns are criGcal to the ongoing user experience. The next fronGer is free shipping on returns.

Some eCommerce startups will be giving discounts to consumers in exchange for the wait for their products.

hVps://www.shipwire.com/w/blog/9-e-commerce-trends-2015-influence-buyer-experience/ hVp://recode.net/2014/12/18/amazon-introduces-one-hour-delivery-in-new-york/

Where: in-store pickup

post office of my choice

office

home

parcel locker

How gi wrapped

sprayed with perfume

embossed,

Engraved

When same day

next day

deferred delivery

rerouGng

Own Brands

Amazons own line of diapers - Amazon Elements. The line of diapers and baby wipes will only be available to customers who belong to the Amazon Prime membership program.

Zalando brand awareness in countries with Zalando shop launched before 2012 is 89%.

Nerlix is moving away from buying content. It would rather draw addicts, who have just one just-for-Nerlix show that prevents them from canceling..

hVp://recode.net/2014/12/04/amazon-unveils-its-own-line-of-diapers-confirming-partners-biggest-fears/ Zalando Europes leading online fashion desGnaGon, Zalando AG, 2014 hVp://iveybusinessreview.ca/cms/3198/arrested-economics-assessing-the-business-case-of-nerlixs-original-content/

Ne`lix is hedging against rising content licensing costs, which are up 700% over the past two years. While per-show licenses will never surpass the cost of original producing a series, their increases will make ongoing investments in House of Cards less expensive on a differen;al basis. MaVhew Ball

Shopping Malls

Online stores and websites are already making a shi toward mobile opGmized shopping experience.

You can expect more businesses to focus on creaGng mobile-friendly stores and even hybrid experiences in their physical stores to accommodate mobile shoppers.

Wearables may just be the link between eCommerce and the physical world.

Google Launches Store Visits Metric to help prove online2offline impact. hVp://searchengineland.com/google-store-visits-esGmated-conversions-metric-adwords-211254

hVp://www.addshoppers.com/blog/2015-ecommerce-trends-what-to-expect hVp://www.shopify.com/pos/touch-screen

One dashboard to manage your retail and online stores in Shopify

Mul;-channel really transforms to omni-channel for all categories, if you want fast growth. We will also see smart players combining online and offline in innova;ve ways - think events, popups, physical retail and new delivery op;ons. Dylan Fuller, Head of Ecommerce, Ales by Mail

Mobile Traffic will ConGnue to Rise

The world is moving quickly to 3G and 4G networks. Mobile users watch a lot of video. Global mobile transacGons are averaging 42% annual

growth in volume and value between 2011 and 2016. Asia-Pacific is leading the world in terms of mobile

users enthusiasm for shopping via mobile device.

hVp://www.forbes.com/sites/connieguglielmo/2014/02/05/mobile-traffic-will-conGnue-to-rise-rise-rise-as-smart-devices-take-over-the-world/ hVp://etc-digital.org/digital-trends/ecommerce/mobile-commerce/

Each day you see a curated selecGon of items. Swipe right to save an item, swipe le to skip it. hVps://www.getstrut.co/

For several years, keeps repea;ng that next year will be the year of mobile, but it is at the end of 2014, in the US the ;me spent on mobile outgrown the ;me spent in front of the TV. Is ecommerce prepared for it? Karol Pokojowczyk, Founder, CEO, Colibri.io

Mobile Commerce

In the past four years, the mobile eCommerce market in US has grown by 19%.

36.9% of visits to online stores have come from mobile devices.

Over the last two years, iPhones share of eCommerce orders has gone down from 75.1% in 2012 to 53.6% in as of March 2014.

Samsung have more than quadrupled their share of phone orders - from 6.9% in 2012 to 30.5% in 2014.

iPad sGll accounts for the biggest share of tablet eCommerce orders.

Purchases made on Amazon Kindle Fire are now accounGng for 4.5% of all tablet orders.

In 2014 email markeGng generated 26.7% of sales on mobile phones, compared to only 20.9% on desktop, and 23.1% on tablet.

hVp://blog.custora.com/2014/07/custora-pulse-mobile-report/

People are actually buy on mobile now. Compared to last year, when most transac;ons were started on mobile and were either abandoned or completed on desktop. Murry Ivanoff, CEO of Metrilo, metrilo.com

Looking at data from over 100,000 ecommerce stores that use the Shopify pla`orm, we saw 50.3% of traffic coming from mobile (40.3% from mobile phones, 10% from tablets) and just 49.7% from computers. Tobi Ltke Founder, CEO, Shopify

Wearables Businesses will be able to

rapidly update consumers on price changes, promoGons, etc., while marketers will have a whole new method of catching their aVenGon, a way that only stops when a person is asleep.

Wearable tech is on the rise. Cisco esGmates that there were

21.7 million wearable devices in 2013. In five years, that number is expected to rise to 176.9 million devices

hVp://www.addshoppers.com/blog/2015-ecommerce-trends-what-to-expect hVp://www.cisco.com/c/en/us/soluGons/service-provider/visual-networking-index-vni/index.html hVps://econsultancy.com/blog/65911-mobile-markeGng-commerce-trends-from-2014-into-2015/

Then come 2016 expect a v2.0 Apple Watch that blows us all away... maybe with 100% accurate voice recogni;on. MaV Hobbs, Just Eat

Most importantly weve seen mobile payments via NFC or Apple Pay become a reality, changing the func;on of mobile devices forever. Sarah Watson, Group Mobile Manager, Net-A-Porter Group

e-Commerce Design Trends

In 2015 responsive, mobile-friendly eCommerce websites will stop being a compeGGve advantage and start to become a necessity for doing business online.

Web design trends: 1. data science 2. hidden menus (someGmes called hamburger menus)

People dont yet understand what the hamburger menu icon means.

3. responsive design for large screens 4. flexible and large typography 5. large photography 6. video content and backgrounds 7. slippy UX 8. material design by Google

hVp://www.google.com/design/spec/material-design/introducGon.html

hVp://www.pracGcalecommerce.com/arGcles/77729-6-Ecommerce-Design-Trends-for-2015 hVp://uxmag.com/arGcles/the-top-ux-predicGons-for-2015

hVp://www.reserved.com/de/en/

Social Media In 2014, only a handful of e-commerce businesses interacted with all their customers online, regardless of the channel. I believe 2015 will bring a breakthrough in social customer support. More and more companies invest in monitoring. Huge contact center companies crea;ng social media divisions. Moreover, 2015 will bring a concrete data - case studies, reports - to prove how valuable engaging your customers online really is. Michal Sadowski, CEO, Brand24

Wow the customer or die! And next will be the shopping func;onali;es in the social realm (Facebooks & Twiaers buy buaons & Curalates Like2Buy pla`orm for Instagram) tell me that social is going to get a whole lot more shoppable in 2015. Karol Pokojowczyk, CEO, Colibri.io

Social commerce is evolving to meet companies needs.

TwiVer joins other companies like Facebook in trying to prove that social commerce is working.

Facebook dominates as a source of social traffic and sales - average of 85% of all eCommerce orders from social media come from Facebook.

Community style sites like Polyvore, Instagram can generate high average order value.

Facebook has the highest conversion rate for all social media ecommerce traffic at 1.85%Social commerce workarounds like hVp://liketoknow.it/ and hVp://www.curalate.com/soluGons/like2buy/

hVp://www.entrepreneur.com/arGcle/237684 hVp://www.shopify.com/infographics/social-commerce

eMarkeGng

Content MarkeGng growing bigger than ever: It already is necessary for companies to adapt content

for mobile users. Video will sGll be growing in popularity. The length and value of the content will be

more essenGal than ever for effecGve SEO . Mobile-First MarkeGng ProgrammaGc Ad Buying By 2018, 50% of online display adverGsements

in America will be bought this way.Marketers will try new cu}ng-edge digital markeGng tools,

Some inspiraGon: hVp://www.smarGnsights.com/managing-digital-markeGng/markeGng-innovaGon/digital-markeGng-trends-2015/

As we are reaching the edges of where we can go with brand SEO, PPC and Affiliate Marke;ng, we are looking for more ways to win business. 2015 will be all about local search and employing Google+ to win at a local search level. Nigel Apperley, Head of E-Commerce for Kwik Fit, UK, chain of 800 garages

hVp://www.russellsgroup.com/internet-markeGng-resources/top-markeGng-trends-2015.html , Mobile AdverGsing Trends Report, FunMobility, 2014 hVp://www.clickz.com/clickz/column/2386192/10-digital-markeGng-trends-for-2015 ,hVp://www.economist.com/news/special-report/21615872-rise-electronic-marketplace-online-ads-reshaping-media-business-buy

In the future, all adver;sing on social media will be na;ve instream ads. The right rail and banners will disappear altogether. Jan Rezab, CEO of Socialbakers

It is not about finding a hole in Googles algorithm , but offering true content that benefits the community. Richard Mancuso, CEO, Unify One

Driving Loyalty

One of the big challenges in retail is turning a one-Gme shopper into a loyal customer.

6 million people use Shopkick, which makes it the most-used shopping app.

Users get points (called kicks) for entering a store and further kicks for scanning items and purchasing.

Retailers have to be more innovaGve in implemenGng their loyalty efforts:

early access to products or services, unexpected rewards, tailored perks.

hVp://www.inc.com/rebecca-borison/top-trends-in-ecommerce-for-new-year.html hVps://econsultancy.com/blog/64185-the-five-most-interesGng-mobile-loyalty-apps#i.vozbhlf4mf3iV hVps://www.linkedin.com/pulse/20140821180819-81464881-3-loyalty-program-add-ons-that-delight-and-win-over-customers

Buyers of b2c will always want lower prices. The same is not true with b2b where you are selling to someone who is spending someone elses money. In this case, its about making their personal experience beaer. If a buyer is going to personally receive an iPad aqer spending $5000 of the their employers money, they wont mind paying 10-15% higher on prices. They can even jus;fy this price increase if we are saving them ;me during the purchase process. We plan to put a blog out on rewards in the new year. Richard Mancuso, CEO, Unify One

For commodi;es with easy distribu;on, which can be easily compared with each other and without the need for physical connec;on, the transparency will create a winner takes it all situa;on. Torkel Hallander, CEO, BytHjul.com

Digital Content

Music: The digital now accounts for 39% of total industry global revenues, and in three of the worlds top 10 markets, digital channels account for the majority of revenues.

Music subscripGon services including SpoGfy and Deezer have broken through the $1bn sales barrier worldwide.

News: The growing range of business models in digital news suggests the industry will be much more segmented now than previously.

Games: Free2Play model will remain popular in 2015 and beyond: PlayStaGon 4 and Microsos Xbox One will offer more F2P opGons than before. Revenue from mobile gaming is likely to surpass console gaming in 2015.

VOD - TechNavio's analysts forecast the Global Video on Demand market to grow at a CAGR of 16.8% over the period 2011-2015.

E-books - real progress for authors: Self-published authors are now earning nearly 40% of all e-book royalGes on the Kindle

store.

hVp://www.digitalnewsreport.org/essays/2014/new-approaches-to-paid-digital-content/ IFPI Digital Music Report 2014, hVp://www.theguardian.com/books/2014/jul/18/report-self-publishing-surging-ebook-market-amazon hVp://www.internap.com/2014/12/01/top-five-online-gaming-industry-trends-2015/

Payments

About 15% of purchases in Starbucks U.S. happen via mobile apps.

Apple equips iPhone 6 with an e-wallet called Apple Pay.

eBay suddenly resolves to spin off PayPal in 2015.

Companies like LendUp, Kreditech, and Zestcash are working on models to assess creditworthiness with new criteria, e.g. behavior on social media.

Crowdfunding sites have proven remarkably good at aVracGng reliable borrowers.

Digital currencies such as Bitcoin will conGnue to gain tracGon next year.

hVp://www.strategyand.pwc.com/perspecGves/2015-payments-trends hVp://www.mobilepaymentsworld.com/mobile-payment-trends-2015/

The baale for consumer digital IDs and informa;on will accelerate in 2015. This is a key underlying trend which drives interest in mobile payment systems Christophe Uzureau, Analyst, Gartner

Security

InformaGon security was one of the biggest stories of 2014.

Kmart , JPMorgan, Snapchat, Apple iCloud, Sony, Xbox, 54% of the aVacks targeted eCommerce systems.

Point-of-sale (POS) aVacks come next, making up 33%. Experts believe that these two types of breaches

will dominate the landscape in the upcoming years.

Java, Adobe Flash, Adobe Reader and other third-party applicaGons accounted for 85 % of the exploits used in the cyberaVacks last year.

Many organizaGons are sGll incapable of detecGng data breaches themselves. According to Trustwaves report, 71% of vicGms have been noGfied by others.

hVp://mashable.com/2014/12/30/infosec-2014-hacking/?utm_campaign=Mash-Prod-RSS-Feedburner-All-ParGal&utm_cid=Mash-Prod-RSS-Feedburner-All-ParGal hVp://www.securityweek.com/most-2013-data-breaches-affected-e-commerce-and-pos-systems-trustwave

15 Ways to Protect Your Ecommerce Site From Hacking and Fraud hap://www.cio.com/ar;cle/2384809/e-commerce/15-ways-to-protect-your-ecommerce-site-from-hacking-and-fraud.html

eCommerce Plarorms

Alexa 1 million top sites survey unveiled leadership of Magento among world top eCommerce plarorms.

Most of the Top 100 Online Retailers use in-house-built eCommerce plarorms.

Oracle ATG Commerce was chosen by 25 companies from the top 100 eRetailers.

IBM WebSphere was chosen by 20 companies from the top 100 eRetailers.

Other eCommerce plarorms used by online retailers as the top 100 include: eBay Enterprise, Fry/MICROS, RedPrairie/JDA, Hybris/SAP, Demandware, Intershop, Digital River.

hVp://blog.aheadworks.com/2014/10/e-commerce-plarorms-share-invesGgaGon-october-2014/ hVps://www.sparkred.com/blog/2014-leading-ecommerce-plarorms-for-the-top-100-online-retailers-america/

Other Trends to Watch

Beacon technology sGll waiGng for the killer app, Speech recogniGon Amazon Echo, Machine learning services / deep learning Google

Brain, 3D prinGng new materials and business models

possibly the fastest growing area of the IT sector, New business models - e.g. Pay What is Fair model,

New customer acquisiGon models e.g. Personal Buying Assistants (app Fetch).

Were making a big bet on the fact that most people out there are trustworthy, good, honest people, and those are the kinds of customers we want. - Andrei Cherny, CEO, AspiraGon

hVp://www.wired.com/2014/11/andrei-cherny-aspiraGon/

About Divante

Started in 2008, we are a rapidly developing eCommerce Agency based in Wroclaw, Poland.

To ensure high quality with flexible approach to business requirements, we work using SCRUM methodology.

We are a full-service eCommerce Agency backed up by:

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iOS, Android) 6 Magento CerGfied Developers 10 project managers 12 UX designers

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