This document discusses key factors for successful global e-commerce and online-to-offline businesses. It identifies three main factors: 1) Developing a company culture of open innovation to spark creativity. 2) Localizing the customer experience by tailoring products, services, language and sizing to local markets. 3) Maintaining a strong, consistent global brand identity while allowing for local adaptations. Additional details are provided on external market factors to consider and the importance of partnerships for localization.

1. Current Trends and Key Factors That Drive
Global E-commerce and O2O Success

3. What
I
am
not
going
to
talk
about

4. Company
Culture
Localiza6on
Brand

5. Does
your
company
culture
spark
crea6vity
and
openness?

6. +
+
Limited
to
2
hours
to
spend
raising
money
30
Minutes
to
present
to
the
class
of
50
MBA
Students
WiNNER
is
the
group
that
makes
the
most
money

7. $96

8. $460

9. $6,500

10. Key
Factor
#1:
Create
a
company
culture
of
open
innova6on.

11. Company
Culture
Localiza6on
Brand

13. Key
Factor
#
2:
Localiza6on
Source:
Forrester,
2014

14. Source:
PayPal
Spice
Routes
Study,
2013
External
factor
1:
Size
of
Overall
Market

15. External
factor
1:
Size
of
Overall
Market
180B
8B

16. External
factor
1:
Size
of
Overall
Market

17. External
factor
2:
E-­‐commerce
readiness
Source:
Forrester,
How
e-­‐Commerce
Markets
Evolve

18. External
factor
2:
E-­‐commerce
readiness
Source:
Forrester,
How
e-­‐Commerce
Markets
Evolve

19. External
factor
3:
Size
of
Addressable
Market

20. External
factor
4:
Ease
of
Market
Entry

24. Key
Factor
#
2:
Localiza6on
Source:
Forrester,
2014

25. Payments:
contracts
–
technical
integra6on
–
repor6ng
–
fraud
–
repatria6on
–
dispute
management
Merchant
40+
connec6ons
or
work
with
a
few
KONWLEDGEABLE
providers
Language
–
Customer
Service
–
Fulfillment
endless
connec6ons
and
people

26. Local Solutions
Gap’s
site
in
Japan
offers
XXXS
to
M
sizes
on
this
shirt.
For
the
same
shirt
on
the
US
site,
Gap
offers
XS
to
XXL
sizes.
Source:
March
18,
2014,
“The
Five
Key
Success
Factors
Of
A
Global
eBusiness”
Forrester
report

27. Local Merchandising
Clarins
adverFses
whitening
products
in
Japan
…And
tanning
products
in
Spain
Source:
March
18,
2014,
“The
Five
Key
Success
Factors
Of
A
Global
eBusiness”
Forrester
report

28. Company
Culture
Localiza6on
Brand

29. Key
Factor
#
3:
Brand

30. A
new
era…
Source:
May
2,
2014,
“Lessons
In
Leading
The
Digital
Business
Revolu6on”
Forrester
report

32. Brand
Driven
O2O

33. Brand
Driven
O2O

34. Brand
Driven
O2O

36. Brand
All
the
coolest
gadgets
and
tech
and
coupons
and
whatever
else
in
the
world
Store

37. In
Summary:
1. Companies
with
a
culture
of
open
innova6on
have
a
much
becer
chance
to
succeed
globally.
2. Companies
need
to
pay
acen6on
to
external
factors
before
selling
into
a
country.
3. Most
companies
in
the
world
don’t
have
the
resources
or
exper6se
to
succeed
globally
(locally).
They
need
to
rely
on
others.
4. Invest
in
your
brand
iden6ty
and
stay
true
to
your
‘why’.

39. Contact Details
Carl Miller - Managing Director
Global Retail Insights Network (GRIN)
carl@thegrinlabs.com
+1-415-420-6688
Skype: globalcarl
www.thegrinlabs.com