"Going EAST. Challenges and tips to enter new markets. Spotlight on Poland" 1. Different strategies to enter new markets 2. Overview of eCommerce market and size of the opportunity in the CEE region 3. Important factors for customers to be taken into consideration

1. Acquire European markets
with InPost Cross Border service
Going EAST
Challenges and tips to enter
new markets. Spotlight on Poland
Marcin Bosacki
Global Commercial Director

2. Robert Lewandowski and … e-commerce
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland
Internet shopping mall –
fashion lead generator
Streetwear marketplace Mobile app for garage sale E-commerce platform
(SAAS)
Games platforms
Investment in Protos VC specialising in internet projects, eg.:

3. About me
 Not a professional football player
 10 years experience in the postal & e-commerce industry
 Since 2008 at InPost within sales and marketing roles
 Global sales and business development of new products
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland

4. About InPost
 In Poland largest private postal operator offering
also courier services and the operator of parcel
locker network
 Operator of a network of over 4600 self-service
pick-up lockers on 5 continents
 ~ 10 000 employees in different countries
 > 16.000 e-shops within our network
 >20 mln customers have used Parcel Lockers
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland

5. Think global
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland
Source: Addressing the Complexities of Global Ecommerce Expansion, Sarah Ward, Pitney Bowes

6. Challenges and tips to enter new markets
 Carefully decide on geographies you want to enter
 Consider expansion into more European markets with no
customs required
 Consult and gather knowledge with Chambers of Commerce,
E-commerce associations and local partners
 Use popular marketplace and platforms
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland
Source: A Nation of Shopkeepers?, Chris Jones, in association with IMRG
Figure: Implementation paths towards internationalisation
Step by step approach in various areas

7. Shipping among top reasons for not buying from abroad
 Start with international couriers or consider
specialised logistics consolidators
 Search for local domestic couriers with value added
services
 Offer returns options with local fulfilment center
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland
Source: IMG Blackbay UK Consume Home Delivery Review, 2015
Figure: Reasons for not shopping from oversears sites
Poland … 6-10h drive from your depot to Poland with a delivery time within 2-3 days

8. E-commerce in Germany and Poland
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland
Germany Category Poland
80.7 m Population 38 m
71.2bn EUR E-commerce turnover 6.5bn EUR
48.5 milion E-shoppers (excluding age 0-14) 10.6 milion
1468 EUR Average spending per e-shopper 618 EUR
SEPA Direct Debit (35%), Sofort / Giropay
(17%), Open invoice (15%), Visa /
Mastercard (23%), PayPal (9%)
Payments options
Online banking (45%), Visa / Mastercard
(40%), Cash based methods (13%), PayPal
(2%)
Popular delivery methods
Courier – 61%
Post – 21%
Parcel Lockers – 11%
Source: Central Europe B2C E-commerce Report 2015

9. Still only 13% of Poles are buying from foreign e-shops
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland
Polish online consumers are most likely to shop cross-
border from the US (32.2%) and Germany (32.1%).

10. Spotlight on Poland
 Important factors when buying online:
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland
Source: E-commerce in Poland 2015 - Gemius
Most popular product categories
promotions & special offers
(29%)
attractive price
(51%)
low delivery cost
(44%)
positive experience
(41%)

11. How to market ecommerce website?
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland
Source: Country Factsheet POLAND – May 2015, Landmark Global, eCommerce Poland 2013 – Dotcom River
Majority of adverstising is digital. 54% of e-stores are pure-play ecommerce

12. 5 steps to enter Poland
1. Learn more about market specifics
2. Analyze other German / foreign brands that enter Poland
and leaders within your segment
3. Use the opportunity and speak to local agencies present
at Ecommerce Berlin Expo
4. Use marketplace to enter the market – Allegro has got
around 50% of retail ecommerce in Poland
5. Analyze offering free delivery and free returns
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland
„83% of Polish buyers would shop more online
if cost of returns was free” (source: PayPal)

13. How can InPost help?
Not just a distribution but also various marketing initiatives
Joint marketing campaigns with e-retailers
Newsletter to over 530 000 customers
GOING EAST. Challenges and tips to enter new markets. Spotlight on Poland
Market knowledge about ecommerce
and contacts to various partners
Distribution services in Poland, Czech Republic, Slovakia
but also in the United Kingdom, France, Italy and Russia
Strong partner working with > 11 000 e-shops
Marketing campaigns
Advertising on over 1800 parcels lockers
Sampling

14. Let’s have WIN - WIN

15. Let us help meet your international challenges!
To find out more please get in touch with our global team
Tel: 0048 506 009 735
Email: mbosacki@inpost24.com
Marcin Bosacki