going global. going local: global strategies for your online business
Post on 23-Jan-2018
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GOING GLOBAL. GOING LOCAL
Digital River is a leading global provider of
commerce, payments and marketing solutions.
20+ years of experience
200+ payment methods
1300+ commerce experts
22 offices around the world
$35B annual online transactions
More than 240 countries and
territories where we do business
GLOBAL OPPORUNITY
Three billion consumers are
expected to drive cross-
border ecommerce revenue
to more than $300 billion by 2018.
.
On average today,
18% of online
revenues come from international sales
40%
18%
Source: Forrester Consulting, Global eBusiness and Channel Strategy Survey | Digital River
CROSS BORDER ECOMMERCE
2.37%
2.54%
5.94%
3.69%
1.04%
5.06%
8.18%
10.24%
3.65%
3.58%
11.21%
6.52%
2.56%
0.80%
1.58%
12.55%
1.95%2.35%
3.48%
2.50%
2.01%
3.63%
8.34%
GOING GLOBAL.
SELLING LOCALLY.
PR
WORD OF MOUTH
ONLINE ADS
DIGITAL SIGNAGE
SEARCH
SOCIAL MEDIA
BLOGS
USER REVIEWS
DIRECT MAIL
STORE
3RD PARTY WEBSITES
CALL CENTER
MARKETPLACE
DIRECT
ONLINE RETAILERMOBILE
CHAT
CALL CENTER
PROMOTION ON INVOICE
BLOG
NEWSLETTER
3RD PARTY APPSTV, RADIO, PRINT
BUYER
PREFERENCE
VARIES ACROSS
THE GLOBE
HOLISTIC ECOMMERCE APPROACH
Branded manufacturers are developing sales and communication
channels that co-exist and each channel has its own unique
strategy.
Client Brand
Channel Store
Logistics
Social
Local Marketing
Mobile
Branded store
23%
Social Media is the first place when doing
research for a brand decision
89%
89% of people visit a brand’s
website when shopping onlineSource: Digital River
MORE THAN A THIRD OF CONSUMERS GLOBALLY HAVE
PURCHASED PRODUCTS DIRECTLY FROM BRANDS
35%
Sources: PWC, Demystifying the online shopper 10 myths of multichannel retailing | Forrester, The Marketing Case For A Branded Sales Channel
• KNOWLEDGE
• CERTIFIED PRODUCTS
• WARRANTIES
• BRAND LOYALTY
• UNIQUE SELECTION
• UNIQUE OFFERS
• PRICE
43% of customer put off
buying a brand’s product
through another channel if
they can’t buy it through
the brands own website
Source: Digital River
43%
GLOBAL TO LOCAL
CRAWL / GOOD WALK / BETTER RUN / BEST
Local Entity
• Local credit cards
• Local payment types
Cross-Border Payments
• International payments
• PayPal
Off-Shore Warehouse
• Customer is importer of record
• Customer pays landed costs of
duties & taxes
Localization
• Language
• Currency
Local Warehouse
• Client is Importer of Record
and pays duties and taxes
Localization
• Language, currency
• Site flow, experience
• Address validation
Cross-Border Payments
• International payments
• PayPal
Marketing
• Local marketing expertise
and services
Off-Shore Warehouse
• Customer is importer of record
• Customer pays landed costs of
duties & taxes
Localization
• Language, currency
• Site flow, experience
• Address validation
Customer Support
• Local language support for
email, phone, chat
Customer Support
• Local language support for
email, phone, chat
GLOBAL TO LOCAL
LOCAL CONSIDERATIONS
FULFILLMENT
PRODUCT CONTENT
LANGUAGE
CURRENCY
PAYMENT METHODS
CUSTOMER SUPPORT
LOCAL LANGUAGE
OFFER EASY ACCESS TO PREFERRED LANGUAGES
INFORMATION & TRUST
WHERE-TO-BUY
17
LOCAL CURRENCY
DISPLAY CURRENCY
TRANSACT CURRENCY
CASE STUDY
CLIENT LOGO
RESULTS
Xx xx% YOY
Xx xx%
TBD xx
PROPER FORMATTING BUILDS TRUST AND CREDIBILITY
DKK: 1.000 krSEK: 1 000 krNOK: kr 1,000
CASE STUDY
CLIENT LOGO
RESULTS
Xx xx% YOY
Xx xx%
TBD xx
GLOBAL PAYMENTS
LOCAL PAYMENTS
PAYMENT METHODS
CARDS VS. ALTERNATIVE PAYMENTS
GERMANY NETHERLANDS SWEDEN FINLAND
30%
20%
30%10%
ADDING LOCAL PAYMENTS CAN DRAMATICALLY INCREASE REVENUES
27Source: Digital River
LIVE CHAT
PHONE
SOCIAL MEDIA
VISIBLE POLICIES
CUSTOMER
SUPPORT
EASY RETURN PROCESS
Asia
34%
37%
19%
10%
China
34%
33%
29%
4%
Hong Kong
39%
33%
20%
8%
30%
42%
9%
19%
Japan
43%
27%
20%
10%
Singapore South Korea
26%
50%
18%
6%
When do you look for an online return policy?
Not at all
Both
After I need to return an item
Before purchase
47% Added a product to the cart to qualify for free shipping
29% Searched for a free shipping code
28%Bought a more expensive item to qualify for free shipping
25%Delayed a purchase to wait for a free shipping offer
21%Chose the slowest shipping time because shipping was free
16% Chose a ship-to-store option
CROSS-BORDER
REGIONAL INVENTORY
IN-COUNTRY INVENTORY
FULFILLMENT
22
FORMATTING
SITE FLOW
COLORS
CUSTOMER
EXPERIENCE
34
CRAWL / GOOD WALK / BETTER RUN / BEST
Local Entity
• Local credit cards
• Local payment types
Cross-Border Payments
• International payments
• PayPal
Off-Shore Warehouse
• Customer is importer of record
• Customer pays landed costs of
duties & taxes
Localization
• Language
• Currency
Local Warehouse
• Client is Importer of Record
and pays duties and taxes
Localization
• Language, currency
• Site flow, experience
• Address validation
Cross-Border Payments
• International payments
• PayPal
Marketing
• Local marketing expertise
and services
Off-Shore Warehouse
• Customer is importer of record
• Customer pays landed costs of
duties & taxes
Localization
• Language, currency
• Site flow, experience
• Address validation
Customer Support
• Local language support for
email, phone, chat
Customer Support
• Local language support for
email, phone, chat
GLOBAL TO LOCAL
SO WHAT IS YOUR COMMERCE BUSINESS INFRASTRUCTURE?
36
• LANGUAGE
• PRICING
• CUSTOMER SUPPORT
• CUSTOMER EXPERIENCE
• MARKETING
Legal Compliance Fraud Management
Tax Collection &
Remittance
Local Entities
Local Payment Methods
Your Commerce Business Infrastructure are the operational functions that consumers don’t
see, but are critical to a successful global D2C channel.
Merchant & Seller of RecordSecurity & Privacy
GOING LOCAL
LOCAL CONSIDERATIONS
BE TRANSPARENT W/ POLICIES
PROVIDE RICH CONTENT
PROVIDE 6+ LANGUAGES
OFFER 11+ CURRENCES
ENABLE 5+ PAYMENT METHODS
OFFER REAL-TIME SUPPORT
ADJUST FOR COUNTRY NUANCES
COMMERCE BUSINESS INFRASTRUCTURE
GOING GLOBAL. GOING LOCAL
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