The draft law "Digital Poland. Package of changes 2022" - eCommerce news #no. 29

eptember is slowly coming to an end, autumn has begun in earnest not only on the calendar, the evenings are getting longer and cooler - perfect conditions for catching up on all the news from the eCommerc world, right? The must-read that will make it easier to stay up to date with all the news is undoubtedly our Advox Press Release! In the latest issue, you'll read about the digitization draft law prepared by the Chamber of Electronic Commerce, the impact of TV campaigns on eCommerce traffic, and DHL's virtual assistant. Are you curious? Check out the above topics, and we'll be back in two weeks with another - unique, because it's a special anniversary edition of the Press Release. Don't forget to mark that day on your calendar!

Development of legislation in accordance with the needs of eCommerce - the draft law of the Chamber of Electronic Economy

"Digital Poland. Package of changes 2022" - this is the title of a bill recently drafted by the Chamber of Electronic Commerce. The proposed changes are, as the organization points out, a response to the insufficient regulation of the eCommerce market in domestic law. The proposed changes are aimed at both sales trading platforms registered in Poland and other EU countries, as well as those based in third countries used by Polish customers. According to Witold Chomiczewski, the Chamber's attorney for Legislation:

"The pace of development and flexibility of the operation of e-commerce platforms means that existing legal mechanisms, including institutions provided for in competition and consumer protection laws, are not sufficient to adequately regulate this branch of the economy."

The latest regulatory package is expected to close the gap and better prepare eCommerce for today's challenges. Representatives of the e-Chamber take the position that a properly regulated online industry will be able to mitigate the problems plaguing the economy as a result of pandemics or war.

The document that has been prepared includes both the finished draft of the law and the justification for the regulatory changes involved:

• the obligation of permanent presence of representation of trading platforms registered in third countries in the territory of the Republic of Poland to ensure constant contact with customers or public administration bodies in case of any problems with order processing,
• introduce the possibility for consumers to apply for a safety inspection of non-EU products,
• the introduction of so-called trusted whistleblowers, that is, mechanisms for reporting counterfeits and products that do not meet safety requirements,
• impose reporting and auditing obligations on third-country platforms to ensure transparency and accountability of non-EU-based platforms,
• change the written form under pain of nullity to documentary form for the lease agreement and for the transfer of author's economic rights.

The mission of the e-Chamber is to develop the Polish digital industry through cooperation, exchange of know-how, legislative action and strong and effective representation of common interests on the international arena - the proposed changes certainly fit in with the above premise and meet the needs of today's customers.

A detailed explanation of the latest regulations can be found at the e-Chamber website.

Is television conducive to eCommerce? K2 Precise report

The video format is one of the most effective tools used by marketers today. Large companies invest significant portions of their budgets in TV campaigns and so-called multiscreen campaigns (broadcast on both TV and digital). A report by marketing agency K2 Precise, "What impact do branded campaigns have on E-commerce?" shows that eCommerce representatives are also increasingly reaching for this method of promotion. What exactly are the conclusions of the study, conducted between September 2019 and February 2022?

The report analyzed how TV and digital video campaigns boosted sales for 25 eCommerce-oriented brands (both more and less recognizable). The results turn out to be positive - the average ROI (return on investment) from TV campaigns run by the surveyed online stores was 118 percent. For digital video, the value is even higher, at as much as 567 percent. In addition, the use of video helped build long-term customer awareness of the brand. In total, multiscreen campaigns boosted the Google Trends index by 3.36 percent.

What can be deduced from these results? Marketing agency K2 Precise paid particular attention to the following correlations:

• TV plays a role in generating traffic to online stores, although this impact is more significant for smaller eCommerce sites (those with fewer than 20 million site visits during the period under review),
• sales video campaigns increase brand recognition as measured by the Google Trends index (for TV, the average impact is 2.54%, and for digital video - 0.82%),
• digital video's impact on KPI (number of site visits) is significantly lower than that of TV.

Most importantly, however, the use of branding campaigns on TV and digital can translate into increased sales and brand recognition, which is becoming more and more important for consumers in times of intensified competition. The crucial thing is to properly prepare and execute a campaign aimed at such a goal. If you decide to use this form of advertising, surely the analysis and conclusions of the K2 Priecise report will help you figure out the details. You can read the full results of the survey here.

DHL Virtual Assistant will handle your order

We have repeatedly pointed out on our blog that the decision to finalize an online purchase is influenced by the consumer's positive shopping experience. As it turns out, the above relationship applies not only to online stores, but also translates into the actions of logistics service providers. DHL has taken care of improving the quality of customer service - the company has created a virtual assistant DHL Express. Contact with him is possible through the provider's website, but also through popular messengers such as WhatsApp.

The global carrier is betting on modern solutions and digitization. The designed chatbot uses artificial intelligence and complex machine learning processes, thanks to which it is able to solve increasingly complex problems with every conversation. Since the beginning of 2022, more than 26,000 unique conversations have already been conducted through it, and about 400 users use the service every day. What does the innovative assistant help them with?

The chatbot is able to help solve a number of problems most commonly faced by customers. DHL Express Assistant not only chats with customers, but also recognizes the individual parcel number, distinguishes between international and domestic parcels, and determines their status and delivery time. What's more, in case of doubt, it can redirect the user to the carrier's relevant sub-sites or suggest the use of useful tools such as the On Demand Delivery application and DHL Capability Tool. Meanwhile, hotline employees can focus on more complex problems. The solution guarantees significant time savings for both the customer and the company - after all, contact with the chatbot is possible 24/7.

As you can see, more and more entities of all kinds are choosing to use automation and artificial intelligence to improve customer service levels and streamline company processes. Could your eCommerce benefit from this too? Think about it, and in the meantime, read more about DHL's solution.