Unlocking International Markets
David Bowen, Product Manager, EPiServer
Modern Spice Routes
PayPal
UK Brands sought after by foreign buyers
EPiServer
Over 6,000 customers
running 20,000+ sites
Delivered through 700
partners operating in 30
countries
Global Services
Small World – Big Growth
$1.3 trillionB2C Sales
Up 18.3% in 2014
Cross-border trade expected to triple over next 5 years according to PayPal
Considerations
• Market opportunity– Can just charge more for shipping and test demand
• International marketing– Specify product assortment, marketing mix, Search Engine
Marketing - Relevant skills in-house or local agency
• Localisation and autonomy- Customer service, local products, marketing efforts- Country manager or do you manage this centrally via head
office
• Legal, financial and logistical
China
•World's largest online population – 600 million• Predicted to overtake USA by 2030 (eMarketer)• Precise user experience needs
Chinese – Customer Experience
• “Click Culture”• Very visual user experience• Large product imagery• Large merchandising bars• Long pages – lots of scrolling
• SEO and PPC is different
• Baidu has 76% internet-search revenue share (Q2 2011)
• Massive usage - 5th overall in the Alexa Internet rankings - Oct 2012
Mobile First?
High priority in western world but also in China
75% of China’s internet users are mobile / tablets [China Internet Network Information Center]
(Image – blast radius)
Payment
• UK/US/Others – Visa / Mastercard / Amex / PayPal• Europe
– Benelux - Ideal– Germany - ELV– Nordics - Klarna (inc. monthly invoice)
• China – Alipay – Express Checkout, COD
Marketplaces
TMall - Platform of choice– First port of call in China when
researching and purchasing branded products online
– Massive user base– Familiar, trusted seller of brands– Convenient for consumers– Guaranteed product authenticity – Apple brand store
Top 5 Social Networks – China
“Social media has a greater influence on
purchasing decisions of consumers in China than
anywhere else in the world” (McKinsey)
• Orders before 11am - 6pm same day• Orders before 11pm - 9am next day• Delivery people - smartphones for card payments
• Free drinks• Internet• Games
Chinese Red Tape
• Local Fulfilment– Clearance of goods– Local delivery partners – cash transactions and vast
distance between urban centres– Lease warehouse and team
• Business Ownership– Business licence -> retail licence -> wholesale licence ->
Wholly foreign owned enterprise– Takes up to a year with significant transfer of funds required
and high local ownership
Shipping and Tax
Define Markets
Product assortmen
t
Pricing strategy
Campaigns
Create new markets and attach to existing global site Or create a new site specifically for that need
Personalise
Customer Experienc
e
Local payment options
Local inventory locations
Translated content
Use personalisation to tune the customer experience for that Market or for a local geography
Local payment methods plugged-in for individual markets
Local inventory locations – options to have multiple locations serving a market
Translation – Start to automate through our Add-on partners
Content & Commerce
Omni-channel
Local Merchandising
Dutch Customer Key Music Group
Global Brand
Local Customer Experience
Local Autonomy
Le Creuset global site
Global Brand
Local Customer Experience
Local Autonomy
Le Creuset Japanese site for hotpot
Le Creuset Chinese site
Want more info?
www.episerver.com/e-commerce
Click here
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