This document provides guidance on developing an export strategy for e-commerce businesses. It outlines key steps such as prioritizing easy market entry points, considering marketplaces for testing international expansion, developing a multichannel approach, localizing key aspects for customers, investing in awareness and traffic driving, establishing payment and logistics solutions, and taking a global view of customers. The overall message is that with the proper strategy and localization of key elements, e-commerce businesses can expand internationally and accelerate their borderless online trade.

1. Martijn Bertisen
Industry Director, Retail - Google UK/IE
Jellyfish Digital Journeys
How to create and implement
an export strategy

3. $1.5tn
2014
Global e-commerce sales
Source: eMarketer, Jan 2014
The Internet is Borderless

4. Source: eMarketer, Jan 2014
The Internet is Borderless
$2tn
2016
Global e-commerce sales

5. $525.2bn
$58bn
$482bn
$342bn
→$597bn
→$71bn
→$404bn
→$856bn
2014 → 2016 $58bn →$68bn
$34bn
→$46bn
Source: eMarketer, Jan 2014
Asia will be the engine of growth

6. Years to Expand Outside of Domestic Market
Source: Press Search, Company Websites, OC&C analysis
41
6
3
6
32
32
2
16
1
24
6
19
New eCommerce players internationalise in years, not decades

7. Retail Content
TravelLeisure
£13bn
£45bn
2013
2020
Source: Market Reports by Vertical, OC&C analysis
UK ecommerce Exports
£bn estimates
Online borderless trade will accelerate

8. eRetail
Digital Content
Distribution
Demand Aggregators
Brand-Led Supplier
Networks
Source: OC&C analysis
mmerceStudy_v01(ReviewingWithMatt
The winners can come in many different shapes

9. Your proposition must be amazing

10. Google Confidential and Proprietary
First, make sure you have a good proposition

11. Next, have a plan

12. 1. Prioritise markets &
identify the easy wins
2. Consider testing
with marketplaces
9. Invest behind the
key markets
11. Reinvent your
supply chain
10. Localise where it
matters to customers
12. Develop a global
view of customers
4. Develop and invest in a clear strategy to build awareness and drive traffic
5. Develop pricing strategy to profitably serve international markets
6. Organise to deliver your ambition
3. Determine the right multichannel approach for you
7. Establish the last
mile solution
8. Invest in a scalable
payments platform
The CEO’s Playbook to Internationalisation
Prepare Grow LeadLaunch

13. Prioritize markets & identify the easy wins

14. The degree of market readiness is critical

15. Google Confidential and Proprietary
Do your research using real time data
Google Trends

16. 8.2m customers | deliver to 237 markets |>60% of revenue

17. Localize where it matters to customers

18. Multi-Language sites & global delivery enable expansion

19. Google Confidential and Proprietary
Localize your language www.beautybay.com

20. Understand the local consumer Consumer Barometer

21. Develop and invest in a clear strategy to build
awareness and drive traffic

22. Google Confidential and Proprietary
Open University: fueling global education
Brand Building
eg PR, Events
Near Free
Sources
eg Facebook,
Twitter
Paid for
Sources
eg PPC, banner
advertising

23. Acquiring customers globally Global Market Finder

24. Ability to spot and respond
fast to evolving demand
‘Selective’ and resource-
light localisation
Cost effective routes to
build awareness and
customer volumes
Where can Google help?