This document discusses how brands can go global and local with their ecommerce strategies. It notes that cross-border ecommerce is growing significantly and will reach over $300 billion by 2018. To succeed internationally, brands need to localize key aspects of their sites and operations for different countries and cultures. This includes offering multiple languages and currencies, customized payment options, localized marketing, and 24/7 customer support in local languages. The document advocates establishing local entities, warehouses, and payment solutions to fully optimize the customer experience in each market and maximize revenue from global online sales.

1. GOING GLOBAL. GOING LOCAL

2. Digital River is a leading global provider of
commerce, payments and marketing solutions.
20+ years of experience
200+ payment methods
1300+ commerce experts
22 offices around the world
$35B annual online transactions
More than 240 countries and
territories where we do business

3. GLOBAL OPPORUNITY
Three billion consumers are
expected to drive cross-
border ecommerce revenue
to more than $300 billion
by 2018.
.

4. On average today,
18% of online
revenues come from
international sales
40%
18%
Source: Forrester Consulting, Global eBusiness and Channel Strategy Survey | Digital River
CROSS BORDER ECOMMERCE

5. 2.37%
2.54%
5.94%
3.69%
1.04%
5.06%
8.18%
10.24%
3.65%
3.58%
11.21%
6.52%
2.56%
0.80%
1.58%
12.55%
1.95%
2.35%
3.48%
2.50%
2.01%
3.63%
8.34%
GOING GLOBAL.
SELLING LOCALLY.

6. AWARENESS CONSIDERATION PURCHASE SERVICE LOYALTY
PR
WORD OF MOUTH
ONLINE ADS
EMAIL
DIGITAL SIGNAGE
SEARCH
SOCIAL MEDIA
BLOGS
USER REVIEWS
DIRECT MAIL
STORE
3RD PARTY WEBSITES
CALL CENTER
MARKETPLACE
DIRECT
ONLINE RETAILER
MOBILE
CHAT
CALL CENTER
PROMOTION ON INVOICE
BLOG
EMAIL
NEWSLETTER
3RD PARTY APPS
TV, RADIO, PRINT
BUYER
PREFERENCE
VARIES ACROSS
THE GLOBE

7. HOLISTIC ECOMMERCE APPROACH
Branded manufacturers are developing sales and communication
channels that co-exist and each channel has its own unique
strategy.
Client
Brand
Channel
Store
Logistics
Social
Local
Marketing
Mobile
Branded
store

8. 23%
Social Media is the first
place when doing
research for a brand
decision

9. 89%
89% of people visit a brand’s
website when shopping online Source: Digital River

10. MORE THAN A THIRD OF CONSUMERS GLOBALLY HAVE
PURCHASED PRODUCTS DIRECTLY FROM BRANDS
35%
Sources: PWC, Demystifying the online shopper 10 myths of multichannel retailing | Forrester, The Marketing Case For A Branded Sales Channel
• KNOWLEDGE
• CERTIFIED PRODUCTS
• WARRANTIES
• BRAND LOYALTY
• UNIQUE SELECTION
• UNIQUE OFFERS
• PRICE

11. 43% of customer put off
buying a brand’s product
through another channel if
they can’t buy it through
the brands own website
Source: Digital River
43%

12. GLOBAL TO LOCAL

13. CRAWL / GOOD WALK / BETTER RUN / BEST
Local Entity
• Local credit cards
• Local payment types
Cross-Border Payments
• International payments
• PayPal
Off-Shore Warehouse
• Customer is importer of record
• Customer pays landed costs of
duties & taxes
Localization
• Language
• Currency
Local Warehouse
• Client is Importer of Record
and pays duties and taxes
Localization
• Language, currency
• Site flow, experience
• Address validation
Cross-Border Payments
• International payments
• PayPal
Marketing
• Local marketing expertise
and services
Off-Shore Warehouse
• Customer is importer of record
• Customer pays landed costs of
duties & taxes
Localization
• Language, currency
• Site flow, experience
• Address validation
Customer Support
• Local language support for
email, phone, chat
Customer Support
• Local language support for
email, phone, chat
GLOBAL TO LOCAL

14. LOCAL CONSIDERATIONS
FULFILLMENT
PRODUCT CONTENT
LANGUAGE
CURRENCY
PAYMENT METHODS
CUSTOMER SUPPORT

15. LOCAL LANGUAGE

16. OFFER EASY ACCESS TO
PREFERRED LANGUAGES

17. INFORMATION & TRUST

18. WHERE-TO-BUY

19. 17
LOCAL CURRENCY
DISPLAY CURRENCY
TRANSACT CURRENCY

20. CASE STUDY
CLIENT
LOGO
RESULTS
 Xx xx% YOY
 Xx xx%
 TBD xx

21. PROPER FORMATTING BUILDS
TRUST AND CREDIBILITY
DKK: 1.000 kr
SEK: 1 000 kr
NOK: kr 1,000

22. CASE STUDY
CLIENT
LOGO
RESULTS
 Xx xx% YOY
 Xx xx%
 TBD xx
GLOBAL PAYMENTS
LOCAL PAYMENTS
PAYMENT METHODS

23. CARDS VS. ALTERNATIVE PAYMENTS

24. GERMANY NETHERLANDS SWEDEN FINLAND
30%
20%
30%
10%
ADDING LOCAL PAYMENTS CAN
DRAMATICALLY INCREASE REVENUES

26. 2
6Source: Digital River

27. EMAIL
LIVE CHAT
PHONE
SOCIAL MEDIA
VISIBLE POLICIES
CUSTOMER
SUPPORT

29. EASY RETURN PROCESS
Asia
34%
37%
19%
10%
China
34%
33%
29%
4%
Hong Kong
39%
33%
20%
8%
30%
42%
9%
19%
Japan
43%
27%
20%
10%
Singapore South Korea
26%
50%
18%
6%
When do you look for an online return policy?
Not at all
Both
After I need to
return an item
Before purchase

30. 47% Added a product to
the cart to qualify
for free shipping
29% Searched for a free
shipping code
28%
Bought a more
expensive item to
qualify for free shipping
25%
Delayed a purchase
to wait for a free
shipping offer
21%
Chose the slowest
shipping time because
shipping was free
16% Chose a ship-
to-store option
CROSS-BORDER
REGIONAL INVENTORY
IN-COUNTRY INVENTORY
FULFILLMENT

31. 22
FORMATTING
SITE FLOW
COLORS
CUSTOMER
EXPERIENCE

33. 3

34. CRAWL / GOOD WALK / BETTER RUN / BEST
Local Entity
• Local credit cards
• Local payment types
Cross-Border Payments
• International payments
• PayPal
Off-Shore Warehouse
• Customer is importer of record
• Customer pays landed costs of
duties & taxes
Localization
• Language
• Currency
Local Warehouse
• Client is Importer of Record
and pays duties and taxes
Localization
• Language, currency
• Site flow, experience
• Address validation
Cross-Border Payments
• International payments
• PayPal
Marketing
• Local marketing expertise
and services
Off-Shore Warehouse
• Customer is importer of record
• Customer pays landed costs of
duties & taxes
Localization
• Language, currency
• Site flow, experience
• Address validation
Customer Support
• Local language support for
email, phone, chat
Customer Support
• Local language support for
email, phone, chat
GLOBAL TO LOCAL

35. SO WHAT IS YOUR COMMERCE BUSINESS INFRASTRUCTURE?
35
• LANGUAGE
• PRICING
• CUSTOMER SUPPORT
• CUSTOMER EXPERIENCE
• MARKETING
Legal Compliance
Fraud Management
Tax Collection &
Remittance
Local Entities
Local Payment Methods
Your Commerce Business Infrastructure are the operational functions that consumers don’t
see, but are critical to a successful global D2C channel.
Merchant & Seller of RecordSecurity & Privacy
GOING LOCAL

36. LOCAL CONSIDERATIONS
BE TRANSPARENT W/ POLICIES
PROVIDE RICH CONTENT
PROVIDE 6+ LANGUAGES
OFFER 11+ CURRENCES
ENABLE 5+ PAYMENT METHODS
OFFER REAL-TIME SUPPORT
ADJUST FOR COUNTRY NUANCES
COMMERCE BUSINESS INFRASTRUCTURE

37. GOING GLOBAL. GOING LOCAL
brandsgoglobal.com
digitalriver.com