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Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
Unlocking International E-commerce
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Unlocking International E-commerce

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We are witnessing an incredible transformation of the world economy, with China predicted to overtake USA by 2030. Billions of people coming out of poverty, populations around the world moving from …

We are witnessing an incredible transformation of the world economy, with China predicted to overtake USA by 2030. Billions of people coming out of poverty, populations around the world moving from the country to cities, and new generations of consumers around the world growing up entirely digital. The UK leads the way in digital retail and many of our leading brands are in demand around the world.

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Transcript

  • 1. Unlocking International Markets David Bowen, Product Manager, EPiServer
  • 2. Modern Spice Routes PayPal
  • 3. UK Brands sought after by foreign buyers
  • 4. EPiServer Over 6,000 customers running 20,000+ sites Delivered through 700 partners operating in 30 countries Global Services
  • 5. Small World – Big Growth $1.3 trillion B2C Sales Up 18.3% in 2014 Cross-border trade expected to triple over next 5 years according to PayPal
  • 6. 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
  • 7. China • World's largest online population – 600 million • Predicted to overtake USA by 2030 (eMarketer) • Precise user experience needs
  • 8. Chinese – Customer Experience • “Click Culture” • Very visual user experience • Large product imagery • Large merchandising bars • Long pages – lots of scrolling
  • 9. • 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
  • 10. 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)
  • 11. Payment • UK/US/Others – Visa / Mastercard / Amex / PayPal • Europe – Benelux - Ideal – Germany - ELV – Nordics - Klarna (inc. monthly invoice) • China – Alipay – Express Checkout, COD
  • 12. 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
  • 13. 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)
  • 14. • Orders before 11am - 6pm same day • Orders before 11pm - 9am next day • Delivery people - smartphones for card payments • Free drinks • Internet • Games
  • 15. 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
  • 16. Shipping and Tax Define Markets Product assortment Pricing strategy Campaigns Create new markets and attach to existing global site Or create a new site specifically for that need
  • 17. Personalise Customer Experience 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
  • 18. Content & Commerce Omni-channel Local Merchandising Dutch Customer Key Music Group
  • 19. Global Brand Local Customer Experience Local Autonomy Le Creuset global site
  • 20. Global Brand Local Customer Experience Local Autonomy
  • 21. Le Creuset Japanese site for hotpot Le Creuset Chinese site
  • 22. Want more info? www.episerver.com/e-commerce Click here

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