Let's Talk International

1. Let’s Talk International Opportunities
You’re Missing In Affiliate Marketing
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8
Chad Waite
Marketing Manager
cwaite@avantlink.com
@ChadW8

2. What We’re Here To Learn
1. Focus on Australia & Canada markets
2. Overview of international market conditions
3. Current status of affiliate marketing in those markets
4. Brands who operate in international markets
5. Biggest takeaways for managing international
programs
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

3. But First, Who Am I?
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8
- Father, Husband
- Trail Runner &
Mountain Biker
- Amature Photoshop
Enthusiast (clearly)
- Marketing Manager for
AvantLink, including
AvantLink AU and CA

4. Country Overviews
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

5. Australia Overview- Population
● 7% of the US population
(23mm AU citizens vs 319mm US citizens,
Sources: US Census Bureau, World Bank)
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

6. Australia Overview- Population
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

7. Australia Overview- Ecomm Sales
● 3.7% of the US ecommerce market in 2016
($12B USD in AU vs $322B USD USA,
Sources: eMarketer AU, census.gov)
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

8. Australia Overview- Ecomm Sales
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

9. Australia Overview- Ecomm Sales
● 2016 US average ecomm $/person: $1,009 USD
● 2016 AU average ecomm $/person: $661 USD
Nearly 35% gap in per capita ecomm spending for
Australian shoppers vs US shoppers.
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

10. Australia Overview- Ecomm Sales
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

11. Australia Overview- Ecomm
Growth
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

12. Australian Overview- Ecomm
Growth
● US ecomm to grow 21% by EOY 2018
● AU ecomm to grow 20.5% by EOY 2018
● Australian ecommerce is growing just as fast as
ecommerce in the United States.
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

13. Australia Overview- Summary
● Australia is 35% behind the US in per capita spending
online
● Ecomm in Australia is growing just as fast as the US.
● Prediction that market opportunity will increase as
ecomm takes over larger share of retail spending.
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

14. Canada Overview- Population
● 11% of the US population
(35mm CA citizens vs 319mm US citizens,
Sources: US Census Bureau, World Bank)
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

15. Canada Overview- Population
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

16. Canada Overview- Ecomm Sales
● 7.7% of the US ecommerce market in 2016
($25B USD in Canada vs $322 B USD USA,
Sources: emarketer, census.gov)
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

17. Canada Overview- Ecomm Sales
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

18. Canada Overview- Ecomm Sales
● 2016 US average ecomm $/person: $1,009 USD
● 2016 CA average ecomm $/person: $714 USD
Nearly 30% gap in per capita ecomm spending for
Canadian shoppers vs US shoppers.
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

19. Canada Overview- Ecomm Sales
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

20. Canada Overview- Ecomm Growth
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

21. Canada Overview- Ecomm Growth
● US ecomm to grow 32% by EOY 2019
● CA ecomm to grow 46% by EOY 2019
● Canada’s ecomm is growing 31% faster than the
US market
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

22. Canada Overview- Summary
● Canada is 30% behind the US in per capita spending
online
● Ecomm in Canada is growing 31% faster than the US.
● Prediction that Canada will continue to grow rapidly,
close the per-capita online spending gap with US.
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

23. Other International Opportunities
● LATAM
● APAC
● Europe (although very saturated)
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

24. The Small Details
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

25. The Small International Details
● International shipping is not an international program
● Payments and pricing need to be in local currencies
● Time zone differences
● Import tax exemptions (AU specifically)
● Merchants & buyers must be local
● Affiliates can be anywhere
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

26. Affiliate Stat Comparisons (YTD
‘17)
Conversion Rate-
Average Order Value-
Click-Through Rate-
Mobile Sales %-
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8
3.18%
$144.58
4.16%
32.7%
9.52%
$124.62
14.53%
35.5%

27. Affiliate Stat Comparisons (YTD
‘17)
Conversion Rate-
Average Order Value-
Click-Through Rate-
Mobile Sales %-
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8
3.18%
$144.58
4.16%
32.7%
4.99%
$123.84
16.98%
35%

28. Who Is Already There?
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

29. Examples Of International
Programs
● Patagonia
● Columbia
● Under Armour
● Grainger
● Trivago
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8
● Cabela’s
● KUHL
● Sorel
● Booking
● SAXX

30. Tangible Goods Need Dedicated
Sites
.ca and/or .com.au sites are absolute musts if
shipping, inventory and billing differ by location.
● Patagonia, Columbia, Cabela’s and Sorel
have .ca specific sites
● Ship from Canadian warehouses and bill in
Canadian currency
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

31. Tangible Goods Need Dedicated
Sites
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

32. ...Or A Dedicated Site Experience
Segmented experiences on a single .com site that
changes experiences for international users.
● SAXX, Under Armour, Trivago and KUHL have
dedicated experience & purchasing option
within existing main website.
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

33. ...Or A Dedicated Site Experience
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

34. ...Or A Dedicated Site Experience
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

35. Intangible Product Sellers Are
Exempt
If products don’t rely on shipping or inventory,
country-specific website needs are less.
● Booking use their main websites as their
products don’t need shipment.
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

36. Management Rules Still Apply
● Recruitment should remain a primary focus
● Since international markets are years behind,
more education is needed to onboard potential
partner sites not familiar with affiliate.
● Underscores the importance of having a
dedicated, location-specific brand
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

37. Management Rules Still Apply
● Big affiliates capable of location-based content
serving.
● Allows for immediate traction and minimal
education.
● Many established US affiliates are actively
looking for international opportunity.
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

38. Management Rules Still Apply
● Managers must think of ways to strategically
recommend capitalizing on international traffic to
affiliates. Example:
○ Use Google Analytics to determine country-
specific traffic.
○ Use page redirect or alternative ad-serving
software based on IP address.
○ Create landing pages for international traffic.
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

39. The Opportunity
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

40. Key Items To Remember
● AU & CA markets are prime for major growth.
● International shipping isn’t international presence
● Language barriers, time zones, currency
considerations
● Must have unique, market-specific websites
● Heavy focus on education during recruiting
● Heavy focus on market segmentation with big,
established affiliates
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8

41. Let’s Talk International Opportunities
You’re Missing In Affiliate Marketing
AM Days, 2017
Let’s Talk International Opportunities
by @ChadW8
Chad Waite
Marketing Manager
cwaite@avantlink.com
@ChadW8