ibus -ibus ecommerce platform v1 d5h2020ibus.eu/wp-content/uploads/2018/09/d5.1-ibus... · while...

"This publication has been produced with the assistance of the European Union. The contents of this publication are the sole responsibility of the authors and can in no way be taken to reflect the views of the European Union”

iBUS “an integrated business model for customer driven custom product supply chains”

Grant Agreement: 646167

Deliverable 5.1

iBUS eCommerce Platform V1

Ref. Ares(2018)865225 - 14/02/2018

https://ec.europa.eu/programmes/horizon2020/

Customised Product Design Virtual Environment V1 D5.1

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DOCUMENT SUMMARY

Deliverable Title iBUS eCommerce Platform V1

Due Date Month 20 (30/04/2017)

Version Final

Deliverable Type DEMO

Deliverable Lead MANOPT

Related Work package WP 5

Author(s) Ann Sheahan, Neil Sheahan

Reviewer(s) Kris Carron (CMD)

Contributor(s) All partners

Communication level PU Public

PP Restricted to other programme participants

(including the Commission Services)

RE Restricted to a group specified by the

consortium (including the Commission

Services)

CO Confidential, only for members of the

consortium (including the Commission

Services)

Grant Agreement

Number

646167

Programme H2020-NMP -2014-2015

Start date of Project 01/09/2015

Duration 48 months

Project coordinator UNIVERSITY OF LIMERICK

DOCUMENT HISTORY

Issue Date Version Changes Made / Reason for this Issue

01/12/2015 V0.1 Initial Version

06/02/2018 V0.2 Updates on partner feedback

08/02/2018 V0.3 Include screenshots of next steps

09/02/2018 V0.4 Updates following internal review

10/02/2018 V0.5 Updates following Co-ordinator review


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TABLE OF CONTENTS

ABSTRACT .............................................................................................................................. 3

1 INTRODUCTION .............................................................................................................. 4

1.1 Market Barriers to Customised Products ............................................................... 4

2 OVERALL APPROACH AND METHODOLOGY .................................................................. 7

2.1 Payment Processor Requirements ......................................................................... 7

2.2 Choice of Payment Processor Provider .................................................................. 8

2.3 Other options ........................................................................................................ 14

3 RESULT - Demonstrator ............................................................................................... 15

4 CONCLUSION and Further Work .................................................................................. 17

ANNEX 1 .............................................................................................................................. 19

ABSTRACT The overall goal of this work package WP5 is to support the engagement of the iBUS consortium partners with the market place and overcome the barriers that have impeded the development of the customised products. Overall WP5 will provide visibility on the existing and potential sales via a Market Demand Module for all iBUS network members. This work package will utilise the requirements specified in Task T2.7. This specific deliverable, D5.1 iBUS e-commerce Platform v1, focuses on “the Customer”. For toys, this will primarily be parents (specifically mothers) and perhaps children with their parents. For general custom products, anyone could be a potential customer, especially if IBUS provides them with the resources to create any product that satisfies their specific needs. Having said this, we do believe that the products will be of particular interest to those already interested / involved in the maker movement.


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1 INTRODUCTION The scope of this deliverable is the e-Commerce platform for minor customisation of existing products.

This deliverable focuses on two tasks, T5.1 and T5.2.

T5.1 Market Barriers to Customised Products: This task will review the literature and the practice to examine the barriers that have impeded the development of custom products in the EU toy and furniture market and their sale through ecommerce platforms.

T5.2 iBUS eCommerce Platform – Customer: This task will develop a cloud based tool for customers to design, negotiate and track their purchases through all of the workflow steps. This task will adapt the existing well tested open source ecommerce tools to support customised product designs. The iBUS platform will evaluate payment processors that do not require the iBUS network members to hold customer financial information such as Stripe. This will be an important feature since it adds greatly to the administrative burden for each iBUS member.

1.1 Market Barriers to Customised Products

While research on mass customization is quite extensive, there is a dramatic gap between its academic prevalence and its adoption in industry. In fact, most teams that create start-ups offering mass customization fail very quickly, and several larger companies like Amazon have set up channels offering mass customization, only to cut them after a very short time (Walcher & Piller, 2011). This is because there are a number of key barriers to offering mass customization successfully that are not experienced with traditional, mass produced products. These are briefly explained in the following sections.

One of the first key differentiators is a company’s struggle to understand and adapt to the new paradigm that is mass customization itself. While traditional companies operate on a made-to-stock business model, companies offering mass customization must learn to adopt a made-to-order business model. They can no longer simply apply demand forecasting methods to buy products in large volume and quickly ship them to the customer. In this new paradigm, companies must be able to offer one-off, custom products at a scale, speed and price that is competitive with mass production (Da Silveira et al., 2001). This is not easy to do. By its very nature, offering custom products usually leads to slower lead times and higher prices for the end customer. However, IBUS plans to overcome this by utilising rapid manufacturing techniques (3D printing), modularization (basic product architecture where customers can swap components in and out), and postponement strategy (delaying customization as close to customers as possible through flexible supply chains). It is believed that if these methods can be utilised effectively, a company will have a strong advantage over its competitors in the marketplace (Hsuan et al. 2004).


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Second, online configurators required for offering custom products present another set of barriers to be overcome. First, traditional open source ecommerce sites do not offer dynamic pricing, so IBUS must develop a system that allows customers to see real-time price updates as they carry out parametric customization to their product. This is of particular importance due to the premium price tag that inevitably comes with custom products. While research has shown that customers are often willing to pay up to 50% more for a product tailored to their specific needs, it is likely that, when presented with the opportunity in real-life, customers would be less likely to part with their money (Piller et al., 2004). One possible reason for this is the uncertainty experienced when ordering a custom product. It can be difficult to rely on product renders to trust a product that has likely never been configured to that specification before, and it is unlikely that there are reviews for that specific configuration either. To overcome this, IBUS will offer high-quality, life-like renders and will pride itself on its rigorous product development and safety standards.

A third barrier presented by online configurators is that of ‘mass confusion.’ According to the literature, this phenomenon can be encountered by users who are faced with too many options when configuring their product and can often deter potential customers from purchasing a product (Huffman, 1998). IBUS plans to overcome this by recommending product configuration choices that go well together (e.g. complementary colours), and by making it impossible for a customer to order a product in a configuration that won’t work or that is unsafe.

One could also argue that the biggest barrier that has impeded the development of custom products is that, in many cases, people have yet to figure out which products are best suited to customization. While companies have set out to offer custom-fit jeans, a seemingly good idea upon first impression, they have not found a space in the market due to the fact that there is already such a huge selection of jeans in a variety of sizes that is sure to satisfy most individuals. Some products that have proven to be well-suited to customization are 3D printed prosthetics for kids, and 3D printed insoles. The need for a perfect fit to the body means these types of products are inherently suited to mass customization, while products like customizable bottle openers have seen little to no success on sites like Shapeways because the perceived added value does not outweigh the extra cost required to offer customization. One way IBUS believes it can help people to develop products suited to customization is by offering designers access to networks of potential customers and end-users and to get their feedback and potential buy-in of the product before it is even developed (Gilmore, 1997).

The market barriers to customised products and their sale through eCommerce platforms have been presented previously in deliverables: D2.2 iBUS Information Infrastructure and Cloud Design, and Deliverable 2.1 iBUS Integrated Business Model Design. The business model supported by the majority of Open Source eCommerce solutions are for standard products, shipped from inventory with supply chains optimised based on large volume.


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Typically this they are based on a Make to Stock strategy where major retailer buyers sell a finite set of products that share the same specification. The most popular eCommerce platforms for standard products include1: WooCommerce (32%), Magento (16%) and Virtuemart (7%). A previous review of these popular eCoomerce platforms in D2.1 has concluded that these existing eCommerce tools are only capable of dealing with products that have a fixed specification and fixed pricing in advance. The main innovation in this work package is that the product price is calculated dynamically through meta tags in the design, allowing variable prices depending on parametric customisation choices. This has overcome a main barrier for the sale of customised products online.

References:

Walcher, D. and Piller, F.T., 2011. The customization 500. An International Benchmark Study on Mass Customization and Personalization in Consumer E-Commerce. Raleigh, NC: Lulu Inc.

Da Silveira, G., Borenstein, D. and Fogliatto, F.S., 2001. Mass customization: Literature review and research directions. International journal of production economics, 72(1), pp.1-13.

Hsuan Mikkola, J. and Skjøtt-Larsen, T., 2004. Supply-chain integration: implications for mass customization, modularization and postponement strategies. Production Planning & Control, 15(4), pp.352-361.

Piller, F.T., Moeslein, K. and Stotko, C.M., 2004. Does mass customization pay? An economic approach to evaluate customer integration. Production planning & control, 15(4), pp.435-444.

Huffman, C. and Kahn, B.E., 1998. Variety for sale: Mass customization or mass confusion?. Journal of retailing, 74(4), pp.491-513.

Gilmore, J.H., 1997. The four faces of mass customization. Harvard business review, 75(1), pp.91-101.

1 D2.1; Section 2.1.1 eCommerce for Standard Products


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2 OVERALL APPROACH AND METHODOLOGY

2.1 Payment Processor Requirements

A key function of any ecommerce tool is the payment utility itself, it allows the user to use account/credit card information to provide payment for their order. There are systems and standards in place so that both the customer and the merchant are protected, the financial cost of the transaction often fall to the merchant.

As defined in the DoA, iBUS will adapt well tested open source eCommerce tools. This eliminates unnecessary development time and reduces the need for continued maintenance and updating to remain compliant to the PCI Standard, otherwise large fines would be imposed and risk restriction of all payments to the merchant account.

For these reasons, it is appropriate to use a payment processing service; these services connect the user’s information to the credit card issuer and process the payment to the Platforms merchant account.

The overall payment system will require:

Secure payment details

Fraud prevention

Token Receipt

Quick User Experience

Credit cards and the main security concerns

When a website needs payment information both actors, merchant and customer, have their concerns about security. Customers need their information to be kept safe, secret and secure. This is the responsibility of the merchant to ensure that their customer’s data is treated correctly. Merchants are also responsible for stopping false charges and other instances of fraud. In the case where a card is used inappropriately and not by the cardholder, the cardholder is entitled to a refund of the charge from the merchant. This leaves the cost of fraud solely on the merchant. Certain credit-card providers do offer extra security measures, that when implemented correctly removes this liability from the merchant. These measures often include 2-factor authentication, and adds the assumption that the person making the purchase is in fact the cardholder, due to the fact that they are in possession of a physical authenticate device.

Credit cards and Liability

Due to security concerns, implementing a credit card service from scratch is not feasible as if any transactions were improperly handled the iBUS platform would be liable for any damages caused. The platform would also be liable for any breach


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in security of the any part of the website, that lead to the loss of customer’s data to an external party.

Online standards

Many browsers allow their users to store their card information “in the cloud”, that then allows the browser to auto-fill when it notices a payment form. This is controlled by the HTML5 web standard and involves adding particular tags to the relevant html elements. Implementing these standards is a priority to create a positive user experience.

Fraud rates

Above 1% and credit card companies may remove the ability to accept any credit card payment.

2.2 Choice of Payment Processor Provider

The two market leaders, and main focus of research on available services for online payment processing, are Stripe and Braintree. These two services, as competitors, have implemented many of the similar/same functionalities but have many of their own features to support the different ways their services can be used. These features are reviewed below including Pre-formed credit card forms with validation, PCI DSS security verification, merchant licences, webhooks and non-technical interface for manual control. Price and cost was also a primary consideration.

Stripe claims to “builds the most powerful and flexible tools for internet commerce. Whether you’re creating a subscription service, an on-demand marketplace, an e-commerce store, or a crowdfunding platform, Stripe’s meticulously-designed APIs and unmatched functionality help you create the best possible product for your users. Hundreds of thousands of the world’s most innovative technology companies are scaling faster and more efficiently by building their businesses on Stripe.”

Braintree helps businesses of all sizes, from small to large enterprises, accept and process payments to help maximise business opportunities and revenue growth. Companies around the world benefit from the technology and support of Braintree coupled with the scale, backing, and confidence of partnering with a PayPal service.


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Similarities

Security

Security is a big concern with online payments; by outsourcing this part of the process we reduce the liability to the consortium. It will also provide a faster service than anything that could be developed in house as both companies work with Credit Card Company’s directly to have transfers completed as same day transfers. Both services aim to tick the same boxes on the security front as they have the same use case requirement. This Includes PCI DSS.

The Payment Card Industry Data Security Standard (PCI DSS) is a proprietary information security standard for organizations that handle branded credit cards from the major card schemes including Visa, MasterCard, American Express, Discover, and JCB. This is the main standard for web payment, and governs anything related to the security concerns of the customer. Not conforming to this standard incurs penalties and fines. Potential costs of a security breach include:

• Fines of $500,000 per incident for being PCI non-compliant

• Increased audit requirements

• Potential for campus wide shut down of credit card activity by our

merchant bank

• Cost of printing and postage for customer notification mailing

• Cost of staff time (payroll) during security recovery

• Cost of lost business during register or store closures and processing time

• Decreased sales due to marred public image and loss of customer

confidence

Control Panel

Both Utilities offer a web portal to control the Business Rules, this allows non- technical personnel to review transaction and interact with chargebacks etc.

Both Services have user-friendly interface that technical and non-technical alike can:

Configure different payment methods (like Apple Pay and PayPal)

Enable fraud tools

Create and manage recurring billing options

Enable email receipts

Create webhooks

Create and manage users and roles

Create and manage custom fields

Access important credentials for processing transactions


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With this tool iBUS can set its own business rules and be supported by a secure, maintain 3rd party payment API.

Webhooks

Functions as an inter-site call-back, when that event occurs, the source site makes an HTTP request to the URI configured for the webhook. Users can configure them to cause events on one site to invoke behaviour on another. The action taken may be anything.

A developer can register a URL that will be notified by Stripe every time that event occurs. This can be used to manage subscriptions, out of date credit cards etc.

Payment forms accepted

Stripe Braintree

Credit cards Yes Yes

PayPal Yes

Venom Yes

Apple Pay Yes Yes

Android Pay Yes

Bitcoin Yes Yes

Visa checkout Yes

Masterpass Yes

Amjex express checkout Yes

3D secure Yes Yes

Bancontact Yes

Giropay Yes

iDeal Yes

SEPA Direct Debit Yes

SOFORT Yes

ACH Yes


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Automated tax calculations

Both services offer automated tax calculations on the transactions occurred through the system.

Implementation Key

Both Stripe and Braintree use public private crypto key pairs to authenticate the merchant and the transaction/ payment details

Install

Installation includes using the developer’s package manager of choice to import the reference file for integration into the website. These files will then be added to the website source and are delivered to the user on a page load.

Account set-up

The service of choice must then be set to the desired configuration, many of the more advanced features available through these services are not needed for the current version of the iBUS brief, add subscriptions etc.

Regular usage

The service is now ready for continued use by the public.

Process Flow

Both main market leaders require similar steps to be performed to by the software to implement and use and integration with the web product. These steps are outlined as:

1. Securely gather payment information

This can be done either using either services standard form or the Web developer creating one for the site. If the developer choses to make their own form a special attention needs to be given to security concerns and follow current industry best practices and tools.

2. Create Token on the Front-end

Using Js APIs and the specifics a token is created by the services. This token contains all the information about the transaction, amount, customer id and when used with the public private key pairs services as a receipt/contract

3. Pass Token to Server and take further action


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The token is passed to the server and stored with other account and order info in the database. This step also triggers other business rules involved with the product or order and the production optimisation.

Specific Considerations - Stripe

With due regard to factors above, the final decision factor was on the price of the service. The two main contenders use a similar business model. Both then take a percentage of the amount (2%-5%) as payment for the service. The European rate offered by Stripe puts it at the most competitive position. Considering the nature of the platform being European focused, Stripe European card rate is the lowest available.

Stripe offers two competitive rates one for European cards and one for non-European cards. The European cards are charged at 1.4% plus €0.25 per transaction and the non-European cards are charged at 2.9% plus €0.25 per transaction. While this non-European rate would be 50% extra then Braintree the European card rate is the lowest available of any competitor a whole 0.5% less than the Braintree constant rate of 1.9% plus €0.25.

Radar

This is the name given to Stripes anti-fraud system. Stripe scans every payment to help detect and block fraud, in constantly updated algorithms that are tweaked by Stripe Engineers and Machine Learning methods, adapting to new fraud vectors.

Due to the large numbers of transactions handled by Stripe, even if a card is new to the iBUS platform, there’s an 80% chance it’s been seen before on the Stripe network. Stripe can then use this information to detect any issues with the payment.

All the metrics used by Radar are also available in real time through the Stripe Portal.

The iBUS Platform would be responsible for the cost of any disputed transaction and reimbursing the cardholder, this can incur significant costs. Credit card companies such as Visa and Mastercard reserve the right to revoke to process any credit card payments to any business with a fraud rate grater then 1%.

Automated Shipping Calculations

Stripe can integrate with certain partnered shipping company to calculate accurate shipping rates across multiple carriers. While this is not directly applicable to the iBUS platform as iBUS requires its own shipping solution but with further development may prove useful in the future.


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Checkout

Stripe provides an embedded payment form that adds extra steps to the payment flow but handles all the card information gathering, and validates the inputs and secures all the data involved, protecting both the user and the business.

Specific Considerations - Braintree

Price – Custom Quote

Braintree have a constant price for all cards at 1.9% plus €0.25 but do offer custom rates to enterprises this may we worth assessing as the platform grows.

Hosted Fields

Braintree offers a service where all input fields are decoupled from the iBUS web site and are hosted directly by Braintree, this removes a lot of the security liability while still allowing for design freedom.

Drag and drop UI checkout

Similar to Stripe, Braintree provide premade credit card forms that can be used and will verify the information gathered.

White Glove support

Have representatives in merchant services, sales and account management to provide support on all aspects.

Fraud Protection 3d secure

This is an additional layer of protection that focuses on protecting both the cardholder and the merchant. During the checkout process, a lookup is performed to determine whether the card is eligible to use 3D Secure. If the lookup determines that the cardholder should authenticate using 3D Secure, the Braintree SDK will display a web page that is provided by the card issuer. This page will verify the cardholder’s identity, which is usually achieved by entering a password.

In addition to helping fight fraudulent card use, 3D Secure can shift liability for chargebacks due to fraud from the merchant to the card issuer. If the card issuer does not participate in 3D Secure but the card brand supports this extra protection (i.e. Visa or Mastercard), the liability will shift to the card issuer. If the card issuer does participate in 3D Secure but the cardholder chooses not to enable this feature, the liability remains with the merchant.


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Reporting

Braintree offers real-time reports on Transaction

2.3 Other options

Other options that aimed at implementing an entire storefront were eliminated as iBUS options due to their functionality not being adaptable to the variety of products that would be offered by the iBUS platform and where removed from contention early on in the decision-making process. Such an example would be, Magento, a market leading web storefront, it provides many tools to help track and manage inventory, and because of this each product must be entered separately into the database given all the relevant information, this system would not scale with the platform as would require an entry in the database for every permutation of each product.

o Chargify

o Zoho checkout

o Covercy

o Canopus epay suite

o Flint

o Chargebee

o Zuora

o WOrldpay

o PayPal

o Intuit Gopayment

o Paysafe

o 2checkout

o Authorize.net

o Ogone

o Paysimple

o Square point of sale

o Recurly


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3 RESULT - Demonstrator

When the user is interacting with a website their time and patience is limited, the purchasing process flow must be quick and simple or revenue may be lost. For this reason the payment processing page occurs as part of the design page, requiring no page navigation and only a button press, when product configuration is done, by the user. This design pattern provides a quick feedback loop aimed at maximising the conversion rate of the users. The screen also provides a cart view.

The main innovation here is that the price changes dynamically on the screen through meta tags in the design, allowing variable prices depending on customisation choices. This has overcome a main barrier for the sale of customised products online.

Figure 1: Dynamic Pricing of Design and Parametric Design Choice

The next screen (Figure 2) allows the user to enter a shipping zone. This zone provides for the calculation and display of shipping charges and tax calculations. This innovation allows the user to see the total price before the often tedious step of entering entire address and payment details.


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Figure 2: Shipping and Tax Calculations

Figure 3: Shipping Details (saved for repeat accounts).


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Figure 4: Payment Details

When the product order is being processed by the server and payment has been confirmed by the payment service, then the decisions for the most efficient manufacturing and logistics steps must be taken. Both these decisions and the payment will be recorded alongside the user’s information to provide tracking functionality.

A video is available on the iBUS webpage at http://h2020ibus.eu/demonstrators/

4 CONCLUSION and Further Work

This WP5 has identified a number of barriers and solutions for the sale of customised products through eCommerce online sites, including the following:

Barrier: company’s struggle to understand and adapt to the new paradigm that is mass customization.

Solution: IBUS plans to overcome this by utilising rapid manufacturing techniques (3D printing), modularization (basic product architecture where customers can swap components in and out), and postponement strategy (delaying customization as close to customers as possible through flexible supply chains).

Barrier: Current online configurators lead to ‘mass confusion’ whereby users are faced with too many options when configuring their product which can often deter potential customers from purchasing a product).

http://h2020ibus.eu/demonstrators/


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Solution: IBUS plans to overcome this by recommending product configuration choices that go well together (e.g. complementary colours), and by making it impossible for a customer to order a product in a configuration that won’t work or that is unsafe.

Barrier: people have yet to figure out which products are best suited to customization.

Solution: IBUS believes it can help people to develop products suited to customization is by offering designers access to networks of potential customers and end-users and to get their feedback and potential buy-in of the product before it is even developed.

Barrier: The business model supported by the majority of Open Source eCommerce solutions are for standard products, shipped from inventory with supply chains optimised based on large volume. They are only capable of dealing with products that have a fixed specification and fixed pricing in advance.

Solution: The main innovation in this work package is that the product price is calculated dynamically through meta tags in the design, allowing variable prices depending on parametric customisation choices. This has overcome a main barrier for the sale of customised products online.

A number of payment processors were also reviewed. Stripe is the payment processor of choice for iBUS. While Braintree compares favourably on Security of payment details, Fraud prevention, Token Receipt and Quick User Experience; Stripe offers better pricing options.

This WP5 has resulted has provided the customer journey to modify designs (parametric) and purchase their customised products online. The next steps will involve progressing to allow home designers and retailers to present their designs for modification on the platform as shown in figures 5, Ride-on Demonstrator from partner FdJ.

Figure 5: Ride-on from FdJ.


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