If you follow our blog frequently, you will have read some time on how to choose an eCommerce platform or what factors / criteria should be taken into consideration when evaluating them, however these analyzes were focused on e-commerce software programs for small and medium-sized companies, usually open source. Today we will start a set of articles in which we will evaluate the panorama and state of the art of tools that enable commerce in general (that is to say, although its core is electronic commerce, they allow for other operations of commerce through other channels / omnichannel ).
To do this analysis, we will focus on the latest Forrester reports, which conduct an exhaustive analysis of the main vendors of digital commerce software for B2C models in 2015. These trading suites are the following:
SAP Hybris Oracle Commerce
Today we will start with the first: Hybris Software. The methodology of the analysis will cover the following areas:
Offer of services
Hybris , is a company of Swiss origin that has grown enormously in the last two years as a result of the purchase by SAP, which is exerting a remarkable influence when trying to introduce the hybris trading capabilities in the current customers in which it already has installed any of its products (mainly the ERP), through its numerous partners established in a wide geography.
According to its home page, Hybris is "your partner in digital transformation". They provide advanced customer data management, contextual marketing tools and unified business processes for all channels and, in effect, this is how they are commercially focusing their service offering, aimed at both a B2B audience and a B2C audience. It is perhaps the most complete suite on the market, which translates into the high of its establishment licenses and implementation costs.
According to the built-in benchmarking tool Builtwith , we see that the following distribution places Hybris with a 4% market share (within the Enterprise eCommerce category) and as one of the fastest growing trade tools within the sector. The graph below shows a comparison of the market shares within the TOP10K Alexa sites.
And the one that we put next shows us the ranking with the evolution of its growth.
Beyond a mere analysis with graphs, it has been investigated about which are its main clients (or the clients of those who show in their portfolio) in order to evaluate real cases and perform user experience tests. It is about the following:
Customers in Spain
Among the national customers, we find the following companies: DIA Supermarkets (perhaps the most renowned), Hoss Intropia (fashion) or Pecomark (B2B).
In the customer section on the Hybris website, we have a total of 471 distributed throughout the world (we assume the number will be higher due to the constant production of new projects). These clients belong to a diverse range of industries, but they tend to be basically accounts located in the middle market or large accounts.
If we take a look at the following graphs, we will see that this solution is strongly extended in countries of an industrial nature or exporting, that need capabilities that allow them to quickly and easily extend their business to third countries where they have presence or where they plan to have a presence in the short-medium term.
Something very important to understand what kind of clients this solution is aimed at, is to understand the flow of migrations between eCommerce platforms. The flow of migrations shows us what kind of platform a company had before installing Hybris, or what type of platform a company that already had Hybris had installed. Why is this important? Mainly because it highlights the main motivators that made a company choose one or another option (as well as the weaknesses of those platforms).
Let's analyze what happens in the case of Hybris.
After taking a look at the previous image, we can see that in recent years, the profiles of companies that have migrated to Hybris, had Magento Enterprise, GSI Commerce, IBM Websphere and Oracle Commerce. In the case of the first two, the reasons may be that they needed platforms with greater capabilities. In the case of the second two, the reasons may not respond to scalability or flexibility (as both are), but to price or discontent with the previously installed platform.
Analyzing the opposite case, that is, migrations of Hybris to other systems, we can see that companies choose mainly either customized developments, or lower performance systems such as OXID or Magento Enterprise. Here the reasons may be that they are very large companies that need very personalized developments and can afford that kind of deployment, or companies that do not need suites so complete or can not afford the costs of licenses as they grow.
The analysis of quotas shows interesting data, but the previous table with numerical data yields equally remarkable conclusions: the number of migrations detected in Hybris is less than the number of migrations to other systems, that is, there are more Hybris leaks what new projects. This does not mean that the system is not all the good that experts' analyzes say, perhaps it responds more to the increase in licenses since the purchase by SAP, which is encouraging migrations to cheaper systems. To highlight the fact that we found migrations from IBM and Oracle to Hybris, but not in the opposite direction, with which the satisfaction with the system must be positive in the case of large accounts (which are essentially those that use these three platforms) . In the case of migrations to and from Intershop, we find a neutral balance.
Sectors / Industries
One of the strengths of Hybris over other platforms "enterprise level" is the specialization in certain verticals (telco, B2B, insurance ...). However, and as is logical, the table below shows that your business is focused on B2C and B2B (Shopping and Business) consumption in general.