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CB Insights software lets you predict, discuss, and
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TABLE OF CONTENTS
8 Macro trends
15 Investment overview
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Macro trends
While e-commerce adoption expands, not all players are lifted with the rising tide
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E-COMMERCE USAGE ACCELERATES E-COMMERCE
CONTINUES TO
INCREASE IN TRACTION
Although e-commerce is
hardly a new phenomenon,
package and parcel
volume accelerated year-
over-year from 2010 to
2016.
% of U.S. e-commerce sales on Amazon-owned sites Walmart global e-commerce sales year-over-year growth
www.cbinsights.com 10
MANY E-COMMERCE STARTUPS HAVE FAILED
ONE KINGS LANE SOLD FOR LESS THAN $30
MILLION AFTER BEING VALUED AT $900 MILLION
Australia Switzerland
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COMPETITION LEADING TO CONSOLIDATION
www.cbinsights.com 15
E-COMMERCE DEALS
E-COMMERCE ANNUAL GLOBAL FINANCING HISTORY
2013 - 2017 YTD (6/6/17) BOUNCE BACK FOR
FIRST TIME SINCE 2015
941
822
(Full-Year Run Rate)
After declining in 2016,
776
797 deals and dollars to e-
749
commerce startups are
on track for a comeback
$15,351
in 2017.
(Full-Year Run Rate)
$1,517
$1,778
$1,429
$2,573
$4,785
$4,570
$3,363
$4,084
$4,586
$4,452
$2,907
$1,881
$2,356
$2,299
$940
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MATURING INDUSTRY: E-COMMERCE GLOBAL DEAL SHARE SEED / ANGEL DEALS
2013 – 2017 YTD (6/6/17) DECLINE EVERY YEAR
SINCE 2013
13% 13% 17% 19%
24% As the e-commerce
4% 4%
5%
1% 3% 4% space has matured, seed
6% 3% 6%
9% 5% 2% 7% / angel deals have
11% 5%
9% 9% 4%
2% declined.
15%
17% 11%
18% 18% Series E+ deals have
13% increased over the last
few years. In 2017, deals
54%
in this category have
47% 43% included investments
42% 38%
into startups such as
Wish, BigCommerce,
Vestiaire Collective, and
2013 2014 2015 2016 2017 YTD
Flipkart.
Seed/Angel Series A Series B Series C Series D Series E+ Other
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E-COMMERCE GLOBAL DEAL SHARE BY COUNTRY INTERNATIONAL
2013 – 2017 YTD (6/6/17) STARTUPS TAKE
MAJORITY OF DEALS
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STARTUPS SEEK INNOVATION TO STAY AHEAD
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A RENEWAL OF SOCIAL COMMERCE: bringing the
experience of shopping with friends online
Has a new Chinese startup cracked the code to social commerce success?
www.cbinsights.com 22
SOCIAL COMMERCE CHATTER HAS DIED DOWN “SOCIAL COMMERCE”
2012 – 2017 YTD (6/8/17) MEDIA MENTIONS
RAPIDLY DECLINED
AFTER 2012
The idea of “social
commerce” has been
around for years,
promoted by social
networks like Facebook,
Twitter, and Pinterest
with lack luster success.
www.cbinsights.com 23
SIMPLE BUY BUTTONS ARE OUT
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WHAT SETS PINDUODUO APART?
Amount of goods per month sold on platform (gross
merchandise value)
100M yuan
4B yuan
Early 2016 Spring 2017
1) 4B
e-commerce platform first, social components second
yuan
2) incentives for buying with friends / gamified buying features
an 3)
100Myu integration with highly-used social messaging app WeChat
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SECOND WAVE OF SOCIAL COMMERCE STARTUPS
In a shift away from simple “buy-buttons” on social media sites, certain startups have emerged which integrate social elements
into e-commerce-focused platforms.
Mosaic
900
800
760
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ALIBABA APPLIES FOR GROUP CHAT PATENT
“Some e-commerce
websites allow one-to-one
interaction between a
buyer and a seller, but the
e-commerce websites are
typically not able to satisfy
the demand for interaction
Patent: Group messaging for facilitating interactions among multiple buyers
between users with respect to the same
product.”
Date Applied: February 5, 2016
Hans-Peter Ressel
Chief Executive Officer, Lazada Malaysia
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AMAZON COMPETING AGAINST CONSUMER GOODS AMAZON BEGINS
LEADING WITH
PRIVATE LABELS
Amazon is currently
pressuring many
consumer goods
companies to redesign
their products and
packaging for online
Amazon beginning to lead in private labels such
batteries and baby wipes.
sales, instead of in-store
sales.
Select Investor: Spark Capital Select Investor: Andreessen Horowitz Select Investor: Founders Fund
www.cbinsights.com 33
HARRY’S D2C RAZORS GOES VERTICAL AND BUYS FACTORY HARRY’S BUYS
MANUFACTURING
PLANT IN GERMANY
In a newsworthy move,
Harry’s bought its own
manufacturing plant in
Germany.
Vertical integration
allows the startup to
have more control over
pricing and margins.
www.cbinsights.com 34
A BET ON DISCOUNTING: the direct-from-manufacturer model
As discount e-commerce startups Wish and Hollar emerge, a new direct-from-manufacturer
model emerges to the forefront for inexpensive goods
www.cbinsights.com 35
THE DIRECT-FROM-MANUFACTURER MODEL
E-Commerce platforms like Wish and Hollar that sell mostly low-ticket items
directly from manufacturers, at a highly reduced price have gained steam
www.cbinsights.com 36
DISCOUNT KINGS MAKING HEADLINES
HERE’S WHY E-COMMERCE APP WISH
RAISED $1 BILLION IN TWO YEARS
December 6, 2016
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INVESTORS BET ON DISCOUNT PLATFORMS SMART MONEY
INVESTS IN WISH AND
HOLLAR
Each green line indicates one investment deal. Smart money investors are highlighted in yellow. www.cbinsights.com 39
CAN CONSUMER GOODS DO THE SAME?
Startup Beauty Pie is selling luxury makeup directly from manufacturers at a highly discounted price.
www.cbinsights.com 40
SOURCING DIRECTLY DROPS PRICE
Marcia Kilgore
Founder, Beauty Pie
www.cbinsights.com 42
ONLINE USED CAR SALES PROLIFERATE USED CAR BUYING
EXPANDS
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CHINESE INVESTORS POUR IN CASH TO ONLINE USED CAR STARTUPS
Bubble sizes represent total funding raised
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ON THE MOTIVATION TO CREATE MAIDEN HOME
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MEDIA DISCUSSION OF AI AND E-COMMERCE AI E-COMMERCE BUZZ
2012 – 2017 YTD (6/13/17) CONTINUES UPWARD
As artificial intelligence
and machine learning
advance in capabilities,
companies are looking
for ways to harness such
technology other than
through reactive
chatbots.
www.cbinsights.com 50
BEYOND CHATBOTS: AI IN COMMERCE MARKET MAP 40+ COMPANIES USING
AI IN COMMERCE
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BEYOND CHATBOTS: AI IN COMMERCE MARKET MAP HOT AI USE-CASES
THAT GO BEYOND
CHATBOTS
Newer use-cases for AI
include natural language
search, visual search,
and sizing & styling.
www.cbinsights.com 52
MORE RELEVANT SEARCHES
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FORGET STYLISTS AND TAILORS
FINDMINE uses AI to scale the Invertex uses 3D scanning Bold Metrics (fka Fashion
task of completing looks and technology and AI capabilities to Metric) uses machine learning
outfits for customers across a help shoppers find the correct to predict custom clothing
company’s entire product sizing and fit for different measurements for online
offering. clothing products, like shoes. customers.
Select Investor: XRC Labs Select Investor: Permoda Select Investor: Techstars
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VISUAL SEARCH ON THE RISE
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MEDIA DISCUSSION OF VR AND AR WITH E-COMMERCE VR AND AR BUZZ HITS
2012 – 2017 YTD (6/12/17) THE E-COMMERCE
SECTOR
As virtual reality and
augmented reality
advance into numerous
fields, the technology has
found its way into the e-
commerce sector.
www.cbinsights.com 56
VR AND AR HIT THE E-COMMERCE HEADLINES
VIRTUAL REALITY LETS CHINESE CUSTOMERS SHOP MACY’S
NEW YORK STORE ON THE WORLD’S BIGGEST SHOPPING
DAY
November 11, 2016
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AUGMENTED REALITY
MOVES INTO LIFESTYLE
E-COMMERCE
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AR BEAUTY STARTUPS
PARTNER WITH
CORPORATES
Augmented reality
beauty startups
Modiface and Perfect
Corp (which operates
YouCam) have partnered
with large corporates
including Sephora, Estée
Lauder, and L'Oréal.
www.cbinsights.com 60
CORPORATE CASH: where the big players are
investing
In an effort to stay on top, large corporates such as Amazon, Walmart, and Target are
investing in certain e-commerce startups
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CORPORATE AND CVC
E-COMMERCE CORPORATE AND CVC ANNUAL GLOBAL
DEALS AND DOLLARS
FINANCING HISTORY 156 ALSO PICK UP THE
2013 - 2017 YTD (6/16/17) 156 (Full-Year Run Rate)
PACE IN 2017
136
Corporate and CVC
118 119 funding trends roughly
follow the same trend as
$5,834 overall funding to the
(Full-Year Run Rate)
category.
72
A mega-round to Flipkart,
which included corporate
investors such as eBay
and Microsoft, accounts
for much of the dramatic
funding spike.
$2,118 $4,120 $5,115 $3,391 $2,685
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E-COMMERCE ANNUAL GLOBAL EXITS ACTIVITY 2017 SEES UPTICK IN
2013 – 2017 YTD (6/8/17) RATE OF EXITS AS
CONSOLIDATION
INCREASES
After a decline in 2016,
10
2017 has witnessed a
new flock of recent exits,
8
including the IPO of
1
Carvana.
www.cbinsights.com 63
SELECT CORPORATE INVESTMENT IN E-COMMERCE E-COMMERCE AND
May 2015 – May 2017 RETAIL GIANTS MAKE
THEIR BETS
Green lines represent a single funding round and orange lines represent acquisitions www.cbinsights.com 64
CORPORATE INVESTMENTS: A CLOSER LOOK
D2C / SUBSCRIPTION
Acquisition
DISCOUNT
Acquisition
SOCIAL
Investment
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LOOKING BEYOND: the future is predictive and
personalized
Corporates are exploring ideas and technology that focus on Internet of Things auto-
replenishment, visual data analysis, and on-demand manufacturing
www.cbinsights.com 66
WALMART APPLIES FOR AUTO-REPLENISHMENT
IOT PATENT
www.cbinsights.com 68
AMAZON PATENTS ON DEMAND PRODUCTION
Patent: Fulfillment of orders for items using 3d Patent: On demand apparel manufacturing
manufacturing on demand
Holder: Amazon
Holder: Amazon
Date Granted: April 17, 2017
Date Granted: June 5, 2017
Source: patent, patent www.cbinsights.com 69
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