This document discusses the opportunity for small- and medium-sized enterprises (SMEs) to expand into international ecommerce. It notes that ecommerce currently accounts for 8-60% of retail sales in the US and is growing. The document outlines three questions for SMEs to consider: what market to enter, how to set up necessary infrastructure and processes, and which skills and capabilities are required. It emphasizes that SMEs should start taking action now to reach over 500 million potential customers in the EU alone through ecommerce.

1. International eCommerce
For SMEs – time to move!
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2. 3 simple questions
 What?
 How?
 Who?
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3. What? International eCommerce
Move. NOW
 US: 8%, 15%, 60%*
 Not in your industry/category? Yet
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* US Official census.gov data, E-STATS, 2015 data

4. What? International eCommerce
Move. NOW
 US: 8%, 15%, 60%*
 Not in your industry/category? Yet
 eCommerce regulation
 Target market of potential
customers
 From ‘000 to hundreds of millions
 Increase sales just by making your
products available
 Incremental & scalable
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* US Official census.gov data, E-STATS, 2015 data
Single Markets

5. 3 simple questions
 What?
 How?
 Who?
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6. How? Infrastructure & enablers
Digital
 International /
secondary websites
 Tooling ecosystem
 Accept payment
 Or NOT

7. How? Infrastructure & enablers
Digital
 International /
secondary websites
 Tooling ecosystem
 Accept payment
 Or NOT
Physical
 Logistics
 Customer Service
 Or NOT

8. How? Infrastructure & enablers
Digital
 International /
secondary websites
 Tooling ecosystem
 Accept payment
 Or NOT
Physical
 Logistics
 Customer Service
 Or NOT
Legal & compliance
 Privacy laws
 Product compliance
 VAT & other duties
 Reporting & control

9. How? Infrastructure & enablers
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 Define what is core – Insource
 Define what is non-core – Outsource
 SaaS + StartUps + Pure Players

10. 3 simple questions
 What?
 How?
 Who?
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11. Who? Skills, knowledge & capabilities
Who?
 Focus on skills & capabilities
 Serial incubators
 Flexible, fast, comfortable with uncertainty
 Data-oriented
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12. 3 simple questions
 What?
 How?
 Who?
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...and 1 simple thing

13. “Just” DO IT
Get you Serial Pilot Mode ON
 Translate & Localize content
 Revamp customer lifecycle definition
 Don’t overthink it – don’t reinvent the wheel
 Smart copy
 Prepare for Germany
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 PUSH.

14. 3 simple questions
 What?
 How?
 Who?
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...and 1 simple thing – JUST DO IT

15. Why am I speaking about SMEs?
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16. THE SUB as first B2C
eCommerce initiative
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the-sub.com

17. THE SUB as first B2C
eCommerce initiative
 B2C eCommerce in 5 countries, 4 in EU
 New countries in the oven
WHAT?
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18. THE SUB as first B2C
eCommerce initiative
 B2C eCommerce in 5 countries, 4 in EU
 New countries in the oven
 Lightspeed
 Scalable tooling
 Marketplaces
 Regional Fulfilment set up
 Still not in jail
WHAT?
HOW?
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19. THE SUB as first B2C
eCommerce initiative
 B2C eCommerce in 5 countries, 4 in EU
 New countries in the oven
 Lightspeed
 Scalable tooling
 Marketplaces
 Regional Fulfilment set up
 Still not in jail
 Multi-disciplinary team
 Breaking boundaries, reinventing Heineken
 Biggest change ever live for Q4 peak
WHAT?
HOW?
WHO?
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20. 3 simple questions
 What?
 How?
 Who?
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...and 1 simple thing – JUST DO IT

21.  Not easy
 Logistics, CS, IT, Demand Generation,
customer journeys, localization, legal,
tax...
 You need to move. NOW
 500 million customers waiting (only EU)
 Retail sales growth ARE in eCommerce
 Reachable at a scale never known
 Partners ready to support & help
 It’s the moment. JUST DO IT
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As a summary...

22. “Everyday is Day One.
Yesterday Ended Last Night”
Jeff Bezos
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23. Q & A?
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24. International
ecommerce
For SMEs – time to move!
THANK YOU!
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