Web Marketing and

Eletronic Commerce
Ana Orfão r202015
Inês Tacanho r20201531
Mafalda Antunes r20201565
Patrícia Torres r20201518
Rodrigo Henriques r20201583
Company
History

• Mission Connect luxury boutiques with customers worldwide

• Foundation October 2008
• Growth Became a Unicorn in 2015
 José Neves
Executive Team Ceo
 Cipriano Sousa Gareth Jones
Chief technology officer Chief Marketing Officer
 Active Consumers in Millions

2020 3.024000

2019 2.068000

2018 1.353400

2017 0.935800

Company Data Active Consumers (App)

 $ 65.00

$ 55.00

$ 45.00

$ 35.00

$ 25.00

$ 15.00

$ 5.00

2017 2018 2019 2020

Share price 0 17.95 10.35 63.81
Adjusted earnings per share 0 0.38 0.56 0.66

Overall Shares Evolution Shares Evolution since IPO

**Google.com. (2011). Preço das ações e notícias de Farfetch Ltd (FTCH : NYSE) – Google (at the end of the year)
Finance. [online] Available at: https://www.google.com/finance/quote/FTCH:NYSE [Accessed
16 Mar. 2021].
‌
 $- 0.0%
2017 2018 2019 2020
Market Capitalization in Millions
-2.0%
[Y VALUE] $-20000 000.00

-3.2% -4.0%

$-40000 000.00 -6.0%

$-47432 000.00
-8.0%
$-60000 000.00
$-58079 000.00
-10.0%

$-80000 000.00
-12.0%

-13.6% -14.0%
$-100000 000.00 $-95960 000.00

[Y VALUE] -16.0%
$-120000 000.00
$-121376 000.00 -18.0%
[Y VALUE]
$-140000 000.00 -18.6% -19.0% -20.0%

2016.5 2017 2017.5 2018 2018.5 2019 2019.5 2020 2020.5 Adjusted EBITDA Adjusted EBITDA Margin

Market Capitalization (App) EBITDA

How it works

• Website
• App
Enter in the site Choose between Men,
Women or Kids clothes
 Add a product to your wish
Ceate an account
list
App
Business Model

• What is a business Model

• Business Model Canvas
• How the company gets profits
Business Model Canvas How the company gets profits
E-commerce/
Types of
Transactions

• What is E-Commerce
• Drop Shipping
• E-Commerce operations
How Drop Shipping works E-commerce Operations
Marketing
Strategies

• Digital age
• Marketing policy
• Campaigns
Management of offered products Price definition
SWOT Analysis

• Strengths
• Weaknesses
• Opportunities
• Threats
SWOT Analysis
 References
• FARFETCH - The Global Destination For Modern Luxury. (2021). Retrieved 27 February 2021, from https://www.farfetch.com/pt/shopping/women/items.aspx

• SWOT Analysis: – How to Develop a Strategy For Success. (2021). Retrieved 27 February 2021, from https://www.mindtools.com/pages/article/newTMC_05.htm

• Spotlight: Farfetch Strategy Considerations | Resources | Get Lucidity. (2021). Retrieved 27 February 2021, from https://getlucidity.com/strategy-resources/spotlight-farfetch-strategy-considerations/

• PESTEL Analysis (PEST Analysis) EXPLAINED with EXAMPLES | B2U. (2021). Retrieved 28 February 2021, from https://www.business-to-you.com/scanning-the-environment-pestel-analysis/

• Academy, P. (2021). Marketing Theories - PESTEL Analysis. Retrieved 28 February 2021, from https://www.professionalacademy.com/blogs-and-advice/marketing-theories---pestel-analysis

• What is a PESTEL analysis? - Oxford College of Marketing Blog. (2021). Retrieved 28 February 2021, from https://blog.oxfordcollegeofmarketing.com/2016/06/30/pestel-analysis/

• E-commerce. Retrieved 7 March 2021, from: https://www.investopedia.com/terms/e/ecommerce.asp

• Farfetch E-commerce. Retrieved 7 March 2021, from: https://www.quora.com/Does-Farfetch-manage-boutique-inventory-and-fulfillment-through-an-owned-or-outsourced-solution

• E-commerce operations. Retrieved 7 March 2021: Business Modelling an E-commerce Service Provider based on an E-Tailer’s Platform (Francisco Ferreira Pinto Araújo Campos) , from: https://repositorio-aberto.up.pt/bitstream/10216/100518/2/138151.pdf

• Drop Shipping. Retrieved from the PowerPoint of web marketing

• Executive team. Retrieved 7 March 2021, from: https://aboutfarfetch.com/about/leadership-team/

• Farfetch Business Model. Retrieved 27 February 2021, from: https://tesi.luiss.it/21244/1/674841_ABBAFATI_LORENZO.pdf

• Business Model Canvas. Retrieved 27 February 2021, from: https://en.wikipedia.org/wiki/Business_Model_Canvas

• Business Model. Retrieved 27 February 2021, from: https://pt.wikipedia.org/wiki/Modelo_de_neg%C3%B3cio

• Farfetch, Alibaba Group and Richemont Form Global Partnership to Accelerate the Digitization of the Luxury Industry. (2020). Farfetchinvestors.com.
https://www.farfetchinvestors.com/financial-news/news-details/2020/Farfetch-Alibaba-Group-and-Richemont-Form-Global-Partnership-to-Accelerate-the-Digitization-of-the-Luxury-Industry/default.aspx

• Farfetch Announces Fourth Quarter and Full Year 2018 Results. (2018). Retrieved 26 February 2021, from https://www.farfetchinvestors.com/financial-news/news-details/2019/Farfetch-Announces-Fourth-Quarter-and-Full-Year-2018-Results/default.aspx

• Farfetch Announces Fourth Quarter and Full Year 2020 Results. (2020). Retrieved 26 February 2021, from https://www.farfetchinvestors.com/financial-news/news-details/2021/Farfetch-Announces-Fourth-Quarter-and-Full-Year-2020-Results/default.aspx

• Farfetch Market Cap | FTCH. (2021). Retrieved 26 February 2021, from https://ycharts.com/companies/FTCH/market_cap

• Varun Godinho. (2019, May 16). Exclusive interview: José Neves, founder and CEO of Farfetch. Retrieved 26 February 2021 https://gulfbusiness.com/exclusive-interview-jose-neves-founder-ceo-farfetch/