This document provides tips for Nordic e-commerce companies to enter new markets. It discusses the importance of prioritizing foreign customers by understanding their needs, translating all text to the local language, and providing customer service in that language. The document outlines 10 easy steps companies can take, including using local payment options, phone numbers, addresses and logos to appear local. It also shares the story of CoolStuff, a Swedish company that successfully expanded to Denmark and Germany by following these best practices. Their sales in those foreign markets now make up 40% and 14% of total sales respectively.

1. Nordic E-commerce – How to enter new markets By Anders Lorenzen Andersen

2. Agenda 2

4. Customerfocus 4 You can not teach foreign customers Swedish standards Understand the customers needs, not your own The customers need to know they are the target group Create value for your customers Trust & Safety Make it Local

6. Costumerfocus 6 What is a foreign customer’s ”total price”? The price of the goods The time it takes to find the shop and the product The risk the product won’t be delivered Longer delivery time from abroad Issues with foreign customer service Problems with the payment methods Problems with return of goods Problems with custom

7. Agenda 7

8. 10 easy steps to new markets 8 Prioritize the foreign customer Translate all Swedish text – Don’t mix the languages Offer customer service in the local language

9. 10 easy steps to new markets 9 Prioritize the foreign customer Translate all Swedish text – Don’t mix the languages Offer customer service in the local language Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags. Get a Danish phone number – Cheap at Skype or TDC Local E-mail, Domain and local physical address - .SE is unserious

10. 10 easy steps to new markets 10 Prioritize the foreign customer Translate all Swedish text – Don’t mix the languages Offer customer service in the local language Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags. Get a Danish phone number – Cheap at Skype or TDC Local E-mail, Domain and local physical address - .SE is unserious Get the ”Dankort”. Dankort is the most essential element for success in Denmark Get “E-mærket” and create a profile at truspilot.dk

11. 10 easy steps to new markets 11 Prioritize the foreign customer Translate all Swedish text – Don’t mix the languages Offer customer service in the local language Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags. Get a Danish phone number – Cheap at Skype or TDC Local E-mail, Domain and local physical address - .SE is unserious Get the ”Dankort”. Dankort the is most essential element for success in Denmark Get “E-mærket” and create a profile at truspilot.dk Remove Swedish login function (+structure)

12. 10 easy steps to new markets 12 Prioritize the foreign customer Translate all Swedish text – Don’t mix the languages Offer customer service in the local language Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags. Get a Danish phone number – Cheap at Skype or TDC Local E-mail, Domain and local physical address - .SE is unserious Get the ”Dankort”. Dankort is the most essential element for success in Denmark Get “E-mærket” and create a profile at truspilot.dk Remove Swedish login function (+structure) Describe your story on the local market

13. 10 easy steps to new markets 13 Other details

14. 10 easy steps to new markets 14 Prioritize the foreign customer Translate all Swedish text – Don’t mix the languages Offer customer service in the local language Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel and Swedish flags Get a Danish phone number – Cheap at Skype or TDC Local E-mail, Domain and local physical address - .SE is unserious Get the ”Dankort”. Dankort is the most essential element for success in Denmark Get “E-mærket” and create a profile at truspilot.dk Remove Swedish login function (+structure) Describe your story on the local market

15. Agenda 15

17. #1 Gadgets shop in DK

18. ”Sveriges bästaE-handlare 2008”

19. Sold gadgets for 42 million SEK in 2009

21. Opening filial in DK

22. Danish domain

23. Deal with PNL/Bring

24. Dankort in place

25. Getting Adwords translated for free by Google

27. First order on the 17th of Oktober 2008

28. December 2008 with a turnover of more than a million DKK (6,3 million in SEK in SE)

30. Getting E-mærket

31. Hiring Danish person, Danish Newsletter

32. Changing from PNL to Posten

33. Facebook adds and fan page

36. Danish sales is 40% of the SE sales

38. Opening a filial in DE

39. German domain

40. Deal with PNL/Bring

41. PayPal, Sofortüberweisung, Visa, Mastercard, Prepaid

43. Firstorderon the 17th of October, 2009

44. December 2009 with a turnover of about 70.000 €

45. At Christmas peakabout 200 orders a day

47. Optimizing Adwords

48. GettingKlarnainvoicing

50. Conversion rate of 0,80%

51. Diffecult, sincedifferentmarket and largercompetions

53. Weshoulduselocal partners

54. Growthwillcome from new markets

55. Weneed to belocal, and not Swedish

56. The customer is always right

58. Swedish Trade Copenhagen (link)

59. E-mærket (link)

60. FDIH (Danish E-commerceanalycis) (link)

61. EuroStat (search for ”E-commerce”) (link)