The document summarizes an event on cross-border ecommerce held by Ecommerce UK. It includes: - An agenda for presentations on localizing websites for international sales, global payments, and expanding into new markets. - Summaries of presentations on localizing content, product listings, and marketing for the German market. - Insights from retailers on adapting to different regional preferences and perceptions of brands abroad. - Tips on being realistic about the costs and challenges of entering new international markets from a digital services provider. - Information on growing demand for British brands online globally and opportunities for UK retailers through online export channels.

1. Welcome
Ecommerce UK – Cross-border Ecommerce
The Ecommerce UK LinkedIn Group
welcomes you to Cross-border Ecommerce
1st July 2015
Event hashtag: EcommerceUK
WiFi Network: WiFi.Firmdale Code: EcommerceUK

2. Thanks
Thank you
Ecommerce UK – Cross-border Ecommerce

3. Thanks
► To our attendees, without you we have no one
to share our insight with
► Our presenters for sharing insight
► Tonight’s sponsors: Global-e and Digital River
► The Practicology team here tonight including
Practicology’s directors Martin, Mark, Jeremy
and Nupur, and Chesca and Laura who have
helped to organise the event
Ecommerce UK – Cross-border Ecommerce

4. Thanks
► Thanks to Jonathan Hall and Cranberry Panda
for filming with Nathan from Fried Egg
Productions www.friedeggproductions.co.uk
► Antony Alexandrou our photographer
www.3aphotography.com
► Dan Barker for manning the Twitter account
Ecommerce UK – Cross-border Ecommerce

5. Agenda
► Practicology’s Localisation Report 2015 presented by
Bianca Mercer
► Miles Paterson, Sales Director, Global-e
► Michel Koch, ex-Marks & Spencer and Maplin
► David Elder, Developing Markets Manager, Wiggle
► Marco Vergani, VP & GM EMEA for Digital River
► Neil Tunbridge, Digital Marketplace Specialist, E-
Exporting at UKTI
► Paul Sulyok, CEO, Green Man Gaming
Ecommerce UK – Cross-border Ecommerce

6. Bianca Mercer
Senior Ecommerce Consultant

7. Findings from analysis of the German localised
websites of 25 UK retailers and brands
Practicology Localisation Report 2015

8. About me
► Senior Consultant for Practicology specialised
in international ecommerce projects
► Previously Head of Ecommerce for Coast and
prior to this I was Head of International
Ecommerce for Aurora Fashions
► Worked on the launch of more than 25
localised international websites
► bianca@practicology.com
Ecommerce UK – Cross-border Ecommerce event

9. Why create the Localisation Report 2015
► Localisation is a journey – you may not have
the resources/need to localise all elements
► We wanted to help retailers understand the full
scope of what decent localisation takes
► We also prioritise certain localisation aspects
that are crucial for conversion
► We chose German sites to review as it’s the
biggest market in Continental Europe, has
local differences to the UK and we have native
German speakers in our business
Ecommerce UK – Cross-border Ecommerce event

10. Methodology
► All sites were reviewed in May and June 2015
► There are some differences in best practice
between German and British sites, which
allows us to evaluate localisation efforts
► The scoring criteria included: translation,
payment options, address fields, size guides,
delivery, returns and customer service
information
► The maximum ranking score a retailer could
achieve was 60 points
Ecommerce UK – Cross-border Ecommerce event

11. The top five ranked sites
1st place - Boden
Ecommerce UK – Cross-border Ecommerce event

12. The top five ranked sites
2nd place - Wiggle
Ecommerce UK – Cross-border Ecommerce event

13. The top five ranked sites
3rd place - Lakeland
Ecommerce UK – Cross-border Ecommerce event

14. The top five ranked sites
4th place - Lush
Ecommerce UK – Cross-border Ecommerce event

15. The top five ranked sites
5th place - Joules
Ecommerce UK – Cross-border Ecommerce event

16. Report highlights
Report highlights
Ecommerce UK – Cross-border Ecommerce event

17. Localised promotions
Localise your
homepage
promotions
and
merchandising.
Father’s Day is
a different date
in Germany,
and so was not
highlighted on
Crabtree &
Evelyn’s
German site.
Ecommerce UK – Cross-border Ecommerce event

18. Localised merchandising
Research local
consumer
preferences.
German
women tend to
buy separates
rather than
dresses, as
highlighted on
Boden’s
German site
Ecommerce UK – Cross-border Ecommerce event

19. Translation and language around the site
Smythson’s
German
homepage
highlights how
unfinished a
site looks when
not all of the
content is
translated
Ecommerce UK – Cross-border Ecommerce event

20. Product details pages
Bodyshop’s
product details
pages were let
down by
English
product
names, and
English terms
such as ‘Best
Seller’ used on
images
Ecommerce UK – Cross-border Ecommerce event

21. Localised/translated reviews
Dune localised
the language
on its product
details pages,
but left ratings
and reviews in
English
Ecommerce UK – Cross-border Ecommerce event

22. Social sharing
If social
sharing is
important to
your brand,
make sure you
are creating
local language
links: ASOS’
Twitter button
creates a post
in English
Ecommerce UK – Cross-border Ecommerce event

23. Email marketing
Wiggle’s
welcome email
was friendly,
and in
German, when
we signed up
to the
newsletter from
its German site
Ecommerce UK – Cross-border Ecommerce event

24. Email marketing
English calls to
action in All
Saints’
German
newsletter
(which takes
you to the
German
website). Its
initial welcome
email was also
in English
Practicology Localisation Report 2015

25. Email marketing
Joules’
German
welcome email
included text
and site
navigation links
in English
Practicology Localisation Report 2015

26. Download the report now
Thanks for listening
You can download the report for
free now from:
www.practicology.com/localisation2015
Ecommerce UK – Cross-border Ecommerce event

27. Miles Paterson
Sales Director

44. Michel Koch

45. International Multichannel Trading
key learnings 2013-2014
Michel Koch

46. In 2012 began to build an international
multichannel business
• Stores in 44 countries
• Shipping 83 countries
• Local Websites in 10 countries
Localised websites
.COM delivery
Delivery via in store only

47. Global management, local sites
Ireland
M&S expanded it’s online business to other international markets:
• France
• Spain
• Netherlands
• China (Tmall)
• Belgium
• Germany
• Spain
• Austria
• Rep. Of Ireland
• Luxemburg
Local market approach (10 dedicated sites) :
• Now deliver to 80 international
destinations from the UK
Delivery to rest of world:
•Brand awareness (marketing)
•Delivery options (services)
•Legal and payments (assets, fraud,...)
•Logistics (central warehouse, returns)
Main challenges:

48. M&S sells different products in each region...
48
Babywear performed well
in DE, perceived as good
value.
So British concepts
worked well in France
– macs and formal
coats
Kidswear was by
far the strongest
department in
Ireland...
In Australia top
sellers were
cashmere & basics
vs .US top seller of
schoolwear

49. ...because the brand is perceived differently &
has different strengths in each market...
49
M&S was not (yet)
considered as a
« fashion » brand in
Europe, more famed
for the food
In Australia, M&S
was perceived as a
value brand – e.g.
Lingerie sets in AU at
~£60 vs £30 on
M&S, plus strong
AU$
M&S quality and
innovation
credentials should
be more assessed,
as well as what
they do for the
planet (Plan A)

50. … and customers have different expectations
50
Latin markets
(France,
Spain) are
more promo
driven
Irish customers will
look for best value
& durability in KW
in particular
German customers are more services, trust and quality focused.
In Australia
customers are willing
to wait 2 weeks for
delivery, knowing
they are getting a
deal

51. 5 takeaways…
when going international…
51
• Don’t take you brand for granted outside of it’s “home” territory
• Your best sellers will vary from one place to another
• Fashion retailers: size does matter!
• British heritage brands: leverage your “expats” base too
• Adapting and localizing is not just a question of translation

52. David Elder
Developing Markets Manager

65. Marco Vergani
VP & General Manager EMEA

66. Winning in cross-border ecommerce
Marco Vergani, VP & GM, EMEA

67. Digital River at a glance
WHY DIGITAL RIVER
DEEP EXPERTISE
GLOBAL REACH
DRIVE GROWTH
 MERCHANT OF RECORD
 SELLER OF RECORD
 PAYMENT OFFERINGS
 SCALABILITY & AGILITY
 LOW TCO
 INNOVATION
 MARKETING SERVICES
 CHANNEL MANAGEMENT
 QUICK TIME-TO-MARKET
 CBI/GLOBAL EXPERTS
MANAGING ONLINE GROWTH FOR WORLD CLASS CLIENTS
DIFFERENTIATORS
KEY FACTS
20+
years of selling
online cross-border
23 locations globally
1,300+ ecommerce
experts
1.5M items shipped/year
243 countries and territories
where we do business
200 payment methods
$35B
transactions
processed annually
2.16M digital downloads/year

68. 6
Don’t underestimate the
costs to ecommerce entry
Failure to properly localise an ecommerce experience can result in lost
sales and damage even the most well-intentioned brands.
1

69. Capitalise on what you know2
Think about expanding your online footprint in geographies where
you already have a presence through traditional retail channels.

70. 7
Be realistic about going
from zero to revenue3
The first unassisted foray into international ecommerce can be
complex, surprising, and possibly more costly than anticipated.

71. 7
Partner to jumpstart sales in
new markets4
Regulatory requirements –
particularly legal, tax, and
compliance issues – ranked
among some of the biggest
challenges companies face
when entering new markets.

72. Download the Forrester report and infographics
on ecommerce in Brazil, China, India and more at
digitalriver.com/resources

73. Neil Tunbridge
Digital Marketplace Specialist – E-Exporting

74. E-Commerce UK Group
Cross Border eCommerce Exporting Programme
Neil Tunbridge
July 2015

75. CBT - response to consumer-led demand vacuum
Recent OC&C and Google study results show that Global
consumers searching online for British brands & retailers
outside the UK have grown by 46% p/a over last 5yrs
e-Exporting Programme – Cross Border eCommerce
75

76. Why UK Brands are in demand
OC&C, PayPal & Google, 2015
76
e-Exporting Programme – Cross Border eCommerce

77. Demand is not only multi-channel, its multi-screen
77
e-Exporting Programme – Cross Border eCommerce

78. 450+ e-marketplaces - 3 Bn consumers – Demand for UK brands
78
e-Exporting Programme – Cross Border eCommerce

79. Sales Channel, Comms Channel or both?
79
OC&C, PayPal & Google, 2015
e-Exporting Programme – Cross Border eCommerce

80. Exports can drive UK retail industry
Only 1/5 of the UK’s SME businesses currently export, even
though businesses are 11% more likely to survive if they
export……
…….If this were 3/5 we would have no budget deficit.
80
e-Exporting Programme – Cross Border eCommerce

81. New export model replaces older go-to-market strategy
The New
Data-led
Export
Model
E- marketplaces are the goliath
channel
UKTI negotiating better-than-
market rate commercial offers
Demand fuelled by social-commerce
challenging traditional brand go-to-
market strategy
Search gives a transparent needs-
based view of what consumers want
81
e-Exporting Programme – Cross Border eCommerce

82. UKTI’s proposition to Retailers & Digital Service Providers
Opportunity Enablement Growth
82
e-Exporting Programme – Cross Border eCommerce

83. Programme Outreach & Success
83
• Circa 20 Live Marketplace Opportunities – 40 more in discussion
• Data-Led Programme – including Search, Social, Delivery,
• Current Access into 41 Countries
• 600m Unique Views a month
• Billions of GMV can be accessed
• Digital GREAT Campaign being planned
• End-to-End view of opportunities
• Broad Proposition – inc. Marketplaces, Middleware, Localised content,
Payments, Global domains,
e-Exporting Programme – Cross Border eCommerce

84. More companies can export at scale, with lower costs
UKTI’s E-Exporting Program will seek to take the 364,000
online & already exporting UK SMEs to the
450 e-marketplaces
around the world selling to the 3bn
people who were online at the end of 2014.
84
e-Exporting Programme – Cross Border eCommerce

85. What industry thinks ……
Mrs Dvorakova, Managing Director (ex-Phillips) of CZC.cz
“…in my entire life, I have never seen such a comprehensive and targeted
strategy designed and supported by government to increase exports,
something absolutely unheard-of in the Czech political/business
environment.”
Michael Adnani,Vice President - Commerce Platform & Head - Strategic
Brand Alliances at Flipkart.in
“….this is the best thought through and clarified programme I have seen.
Many people want to do it but this makes it clear and gives us a strong
basis to build on”
85
e-Exporting Programme – Cross Border eCommerce

87. Paul Sulyok
CEO

88. Thank you for listening. Now it’s
time for questions…
Ecommerce UK – Cross-border Ecommerce
Download our report for free from:
www.practicology.com/localisation2015