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Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
Internationalising your webshop: One Europe, still 27 countries
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Internationalising your webshop: One Europe, still 27 countries

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Frank van den Berg's organisation -Salesupply UK- has offices in 8 European countries and helps eRetailers to expand overseas effectively through effective localization. Salesupply services include …

Frank van den Berg's organisation -Salesupply UK- has offices in 8 European countries and helps eRetailers to expand overseas effectively through effective localization. Salesupply services include country entry and start-up management, ongoing customer service and lead generation and more (www.salesupply.com). In his session Frank shared information, examples and tips relevant for anyone considering expanding internationally, with a focus on country selection and effective localisation of webshops.

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  • 1. Internationalising your webshop: ‘ One Europe, still 27 countries ’v5 “Enabling global e-retail”
  • 2. Internationalising your webshop: ‘One Europe, still 27 countries’Content:• Why internationalise• Country prioritisation• Localisation: what, why, how “Enabling global e-retail”
  • 3. Why consider the market place outside the UK? Fantastic growth opportunities A strong starting position ‘…. and your next competitor…’ Innovation “Enabling global e-retail”
  • 4. Why consider the marketplace outside the UK? Fantastic growth opportunities A strong starting position ‘…. and your next competitor…’ Innovation However, additional  costs  complexity/management time  risk (financial, legal (T&C, Permanent Establishment,..) “Enabling global e-retail”
  • 5. European Union | Chances & risksThe pros and cons of Europe Opportunities  Largest E-commerce market worldwide  Access to 500 million people  Growing market  Choice of countries (demand, eMaturity)  Very stable region  A common legal framework  Excellent distribution network  Low to zero corruption “Enabling global e-retail”
  • 6. European Union | Chances & risksThe pros and cons of Europe Opportunities However  Largest E-commerce market worldwide  27 member states (where to begin?)  Access to 500 million people  27 different cultures  Growing market  27 domestic markets  Choice of countries (demand, eMaturity)  20 different languages  Very stable region  Still some significant differences in  A common legal framework legislation  Every country requires it‘s own marketing,  Excellent distribution network cultural and customer approach  Low to zero corruption “Enabling global e-retail”
  • 7. Prioritisation – consider size of marketE-commerce sales 2010 in bill. €353025 2820 22 191510 5 8 5 5 6 0 Sweden UK Spain France Italy Germany Netherlands “Enabling global e-retail”
  • 8. Prioritisation – consider price points & marketing costsBusiness case 1: Sport/Callaway Razr Hawk Driver 255 “Enabling global e-retail”
  • 9. Prioritisation – consider price points & marketing costs Business case 3: Technik/Kettensäge Bosch AKE 35sProduct price “Enabling global e-retail”
  • 10. Prioritisation – consider cost of returns UK Germany Payment of goods at ordering often after 14 days Cost of returns often for customer normally for supplier Return rates fit critical 20 - 30 % 25 - 60 % normal 5 - 15 % 10 - 25 % “Enabling global e-retail”
  • 11. Prioritisation – in conclusion Research Look beyond market size - include key drivers of costs Prioritise “Enabling global e-retail”
  • 12. Localisation – why is it important  ‘Localisation is the key element for a UK company going to an international market ‘ Richard Moore, Head of International Sales, Mobile Fun  ‘It should feel like a Dutch site to the Dutch, an Italian site to the Italians’ Hash Ladha, Group Multi-Channel Director, Aurora Fashion  Would you buy from a German, French, Polish eRetailer if the webshop  is poorly translated and products are hard to find  is priced in Euros, Kroner  has customer contact address and telephone numbers overseas  does not offer some guarantee ie.known brand or trust mark? “Enabling global e-retail”
  • 13. Key elements for localisation1 Delivery & returns2 Currency and payment solutions Credit card Dankort Invoice, Ideal, Paypal Local bank solutions credit card “Enabling global e-retail”
  • 14. Key elements for localisation1 Delivery & returns2 Currency and payment solutions3 Language (translation site, new products, campaigns etc)4 In-tune marketing and sales messaging “Enabling global e-retail”
  • 15. Key elements for localisation1 Delivery & returns2 Currency and payment solutions3 Language (translation site, new products, campaigns etc)4 In-tune marketing and sales messaging5 Legal and Tax compliance (T&C’s, Privacy, Imprint, VAT etc) “Enabling global e-retail”
  • 16. Key elements for localisation1 Delivery & returns2 Currency and payment solutions3 Language (translation site, new products, campaigns etc)4 In-tune marketing and sales messaging5 Legal and tax compliance (T&C’s, Privacy, Imprint etc)6 Lead generation (SEO, PPC, social media)7 Trust marks Confianza E-maerket Trusted shop Thuiswinkel on-line waarborg “Enabling global e-retail”
  • 17. Key elements for localisation1 Delivery & returns2 Currency and payment solutions3 Language (translation site, new products, campaigns etc)4 In-tune marketing and sales messaging5 Legal and tax compliance (T&C’s, Privacy, Imprint etc)6 Lead generation (SEO, PPC, social media)7 Trust marks8 Local contact details (beware of Permanent Establishment)9 Local customer service (native speakers at location) “Enabling global e-retail”
  • 18. Localisation – the how: ‘make or buy ?’ Do it alone  For those that have the know-how and large scale resources, focus on brand Channel partner - distributor  For those that have relatively small product range and not focussed on brand Third party service provider – outsource marketing sales, service etc “Enabling global e-retail”
  • 19. SalesupplyProviding local facilities, know how and active support Providing local facilities Set up Ongoing support  Local address and  Market insights  Customer service in telephone number  Shop optimisation country (but not a P.E…)  Translation  Legal/tax docs  E-marketing  Trust marks  Social media  Project management  VAT returns  Translation “Enabling global e-retail”
  • 20. About Salesupply | Figures Founded January 2008 Countries ~ 90 active customers  Germany for ongoing support  France8 European branch offices  UK 39 employees  Benelux  Spain  Swiss  Austria  Italy  Nordic  Poland  Czech Republic “Enabling global e-retail”
  • 21. About Salesupply | Figures Founded January 2008 Countries ~ 90 active customers  Germany for ongoing support  France8 European branch offices  UK 39 employees  Benelux  Spain  Swiss  Austria  Italy  Nordic One partner for all activities in 12 countries  Poland Performance or events based pricing model  Czech Republic “Enabling global e-retail”

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