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Expand Your E-Commerce Business Internationally: The Updated Ultimate Guide
Expand Your E-Commerce Business Internationally: The Updated Ultimate Guide
Expand your
E-commerce
Business
Internationally
The updated
ultimate guide
Expand your
E-commerce
Business
Internationally
The updated
ultimate guide
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
S u m m ary
Translation and Scaling
07
Localisation: Internationalisation
04
Key Facts, Figures How far do you go? / p.82
and E-commerce / p.24
01
A. Streamlining the Workflow
Trends / p.06 A. Preparing your Content
B. CAT Tools and Live
Translation Memory
B. Translation VS Content Creation
A. Global C. Post-Edited Machine Translation
C. Localising your Website
B. North America D. Plugins & API
D. Legal Considerations
C. Europe
D. Differences within Europe
E. ASEAN Countries Fundamentals Scaling Reach
F. Emerging Markets
of Cross-Border Through Distribution
08
05
G. Examples of Good
Cross-Border Businesses
E-commerce / p.40 Channels / p.86
Drivers A. Choosing the Right
A. Marketplaces
B. Product Ads
Shipping Methods
and Barriers B. Packaging Choices
C. Comparison Shopping Engines
D. Paid Search
for Ordering C. Taxes and Duties
02
E. Retargeting
D. Returns and Refunds
F. Affiliate Platforms
Online / p.14 E. Certification and Customs
Restrictions
F. Global Warehousing
White Paper
09
G. Inventory Management
Getting the Contributors / p.90
03
06
A. Market Potential Guides / p.52 The Lengow /
B. Positioning Differences
Between Markets A. America E-Services Group
C. Identifying the Right B. Europe
/ TextMaster
10
Marketing Channels C. ASEAN
D. Identifying Keywords D. Emerging Markets Partnership / p.92
05
04
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
E-commerce
sales
Western Europe and North America at 8.3% and 8.1%,
respectively. China drives most of the sales in the
Trends
Asia-Pacific region, their e-commerce sales alone are
$1.548
projected to reach $1.9 trillion by 2019. Countries such
2015
25.5%
as the US, UK, Japan, and Germany will have more 7.4%
modest growth through 2019. A large portion of these
global transactions are happening on marketplaces. $1.915
2016
23.7%
In this chapter
DHL reports that by 2020, cross-border e-commerce 8.7%
will reach $900 billion. Today, when a business starts $2.352
to sell internationally, it boosts their sales by an
2017
A. Global 22.9%
average of 10% to 15%. 10%
B. North America Every day millions of purchases are being made online. $2.860
2018
In fact, according to DHL’s report, every seventh online 21.6%
C. Europe purchase is already conducted as a cross-border
11.5%
2019
are worth over $200; which is higher than domestic 19.5%
Europe e-commerce markets. 13%
E. ASEAN Countries The UK Company ASOS was an early mover into $4.058
2020
18.7%
international markets. Today it has international sales
F. Emerging Markets representing over 40% of total online sales. Amazon
14.6%
07
Businesses
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
E-COMMERCE Western
Europe 8.3%
SHARE OF North
8.1%
TOTAL RETAIL America
SALES IN 2016,
Central &
Eastern Europe 3.4% C. Europe
BY REGION Latin
America 1.9% On a European scale, 84% of European consumers use
the internet and 55% make purchases on the internet.
Middle East
& Africa 1.8% E-commerce in Europe is growing exponentially,
particularly in the southern countries. The online retail
industry in Europe is expected to be worth €602 billion
at the end of 2017, which would mean e-commerce in
Europe will grow 14% compared to 2016.
Millions of international shoppers, particularly those B. North America Last year, e-commerce in Europe was worth €530
in emerging markets, search online for discounts or billion (while predictions said 509.9 billion), which was
items unavailable domestically. North America’s e-commerce market is not growing an increase of 15% compared to 2015.
as fast as Asia-Pacific’s, but North America remains The speed of this growth varies regionally across
A recent study from Piney Bowes found that 32% of one of the world’s most important e-commerce European markets. Western European countries
consumers make a cross-border purchase at least markets. According to eMarketer, retail e-commerce continue to lead the way as the largest markets for
once a month and 67% of consumers have made a sales in North America are forecasted to reach e-commerce, with the UK topping the list with about
cross-border purchase before. When you put those $423.34 billion with a 15.6% YoY growth. YoY growth 33% of European online sales.
numbers into play in a country with a large population will stay in double-digits until 2021. The driving
like China, you’re looking at numbers in the hundreds forces behind this are growing mobile commerce The share of consumers who shop online is highest
of millions. and strategic year-round product discounts from in mature e-commerce markets. For example, 87% of
merchants. m-commerce will account for 34% of total consumers in the UK order products online, in Denmark
Online shopping is prevalent globally whether it’s in- e-commerce sales in the US and 29% in Canada, and and Germany the shares are 84% and 82% respectively.
country or cross-border. While consumers shop more continues to grow as shoppers increasingly feel more In countries such as Romania, Macedonia and Bulgaria
frequently through domestic marketplaces and online comfortable buying via mobile. the share of online shoppers is lowest. But it’s wrong
retailers than their cross-border counterparts, there is to say that e-commerce isn’t growing in Central and
still strong growth in cross-border opportunities. Due to their large merchant base and overseas Eastern Europe. In Romania, online sales increased by
expansion, Amazon and eBay are still the leading 38%, while the e-commerce markets in Slovakia and
When it comes to consumers finding products to platforms that claim a lion’s share of all cross-border Estonia grew 35%. Ukraine saw a growth of 31%, and
purchase online, close to two-thirds use marketplaces. purchases in North America. Especially during Poland and Bulgaria both grew 25% last year.
Search engines were the second most common Amazon’s Prime Day, an annual one-day only global
channel for consumers to find new products this shopping event, when North America sees the most Last year, 33% of online shoppers in Europe purchased
year (43%), followed by consumers using a retailer’s cross-border mobile orders. abroad, with Luxembourg, Russia and Switzerland
09
08
website to find new products (39%). (each over 60%) topping this list.
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
02 Emerging Industrialised
Long delivery times
Fear of fraud
Products not
obtainable
domestically
Global online shoppers usually buy from There are also a variety of barriers, both
Customs clearance
foreign countries to find better product physical and psychological, that consumers
availability and prices. As they shop online face when shopping online abroad. Online
Lower prices Non-transparent costs
from these international websites, they retailers need to carefully manage these
expect the same services that they receive issues and adapt their offering to the needs
from local businesses. of their international consumers. Uncertain delivery
Greater
selection
According to the DHL study, businesses According to this same study, businesses Uncertainty regarding warranty terms,
payment process, legal situation, etc
should focus on making a deep analysis of should focus on reassuring their customers
their target markets in order to offer the about delivery, by being as transparent as
Higher quality of Unknown product quality
right product mix at a fair price. possible about shipping times and costs as the products
well as return policies.
Uncertainty with
problems
Assurance
against product
counterfeiting Concern about misuse
of payment data
Language problems
Concerns about
data protection
15
A. The Market
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
Strategy Right
is new to them. While quite a cases, a different position than in the The business volume generated via
challenging task, being in this home market may need to be taken. marketplaces now represents 28%
type of position can present big For example, pasta producer Barilla of the total business volume of the
opportunities and put online retailers is known as high end in France, while websites that host them. (Fevad
at a significant advantage given the in its home country of Italy it is seen study, 2017).
right momentum. as low end.
The strong traffic that marketplaces
attract offer a real opportunity for
online retailers to boost their bottom
lines. The relative ease of setting up
In this chapter on a marketplace lets online retailers
QUESTIONS gain visibility in a foreign market
TO CONSIDER without investing too much time or
Are there existing international customers? money. According to a recent study
A. The Market Potential If so, where do they come from?
by Forrester Consulting, 82% of the
Is there a demand for the products in this
new market?
world’s consumers have already
B. Positioning Differences shopped for products abroad, but
Who are the local competitors? How many
Between Markets and how strong are they? for the most part they prefer to buy
Is the retailer already known in the market? on global marketplaces with strong
C. Identifying the Right If not, what communication and acquisition reputations.
Marketing Channels channels can be used to quickly gain
customers and test the market?
D. Identifying Keywords
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
5 MAJOR BENEFITS
OF MARKETPLACES
FOR RETAILERS
CONSUMER
BENEFITS Increase visibility
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
MARKETPLACES
Europe
SALES 2016 SALES 2016 SALES 2016 SALES 2016
$136 Bn $23 Bn $10 Bn $7 Bn DENMARK FRANCE
Africa
THAILAND JAPAN SINGAPORE SOUTH KOREA TAÏWAN
ALGERIA CAMEROON EGYPT IVORY COAST
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
& Localisation:
When organising the translation and localisation of Most e-commerce businesses use some form
your e-commerce site, think about all the different of content marketing to attract visitors to their
contents and means of communication that are website and engage them. An important step for an
2ND OPTION
A. Preparing your Content Content Creation
In cases where translating existing content would not be suitable for
B. Translation VS Content an international target market, the best option is multilingual content
creation. A local writer selects a popular topic in their market and writes
Creation a content piece that matches the brand voice and personality.
The difficulty with this approach is finding a local writer who can also
research trending topics and follow the brand’s direction. It is important
C. Localising your Website to consider how to manage the content strategy – centralising it from
the headquarters or giving local managers more autonomy.
24
25
D. Legal Considerations
C. Localising
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
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regions and languages.
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
Credit cards Digital wallet (PayPal, Alipay) Credit card / Charge card Alipay
42 % 42 % 42 % 35 %
47 %
Electronic payment (PayPal if available) Visa / Mastercard Union Pay
Debit cards
39 % 35 % 22 %
16 %
Debit cards Domestic bank credit card / Debit card Tencent Finance
25 %
28 % 24 % 15 %
PayPal
Cash on delivery Bank transfer 99Bill
4%
23 % 21 % 12 % 8%
Bank transfers Cash-On-Delivery (COD) Not applicable China PnR
20 % 13 % 30 % 6%
Gift cards or vouchers Direct debit 4% YeePay
15 % 11 % 4%
Online travel
Mobile payment By invoice (and payment slip) sites Huanxun IPS
14 % 11 % 3%
Online shopping
Cryptocurrencies (Bitcoin) Stored value cards / Virtual card / e-money Others
3% 8% 2%
Other Payu
3% 4%
Voucher e-pay / Gift card from unique store or brand
4%
30
31
C. Legal
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
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traders to act according to their rules in order to avoid
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
39
38
A. Choosing the
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
05
biggest challenge for online retailers and brands Direct Injection: Orders are picked and packed in
Fundamentals
is how to manage their customer’s expectations a global fulfilment hub (usually in Hong Kong or
regarding shipping time. With more and more China), and then shipped in bulk to one regional
customers demanding next day and faster delivery, destination, where they are split into individual
of Cross-Border
anyone shipping cross-border could be working orders and handled by local carriers for last mile
at a significant disadvantage compared with their delivery. Using airfreight for the first leg, and courier
competitors if they are not well versed in the variety services for the last mile can result in a good hybrid
E-commerce
of options that are available, and how best to of courier and standard service, with transit times
manage both their own costs and their customer’s typically between 8 to 12 days.
expectations. Having the right options is therefore an
important step in differentiating yourself from other Bulk & Local Fulfilment: Similar to direct injection,
brands in order to win your customer’s trust. in that goods are shipped in bulk to a regional hub.
The main types of cross-border shipping and their However, the pick and pack only happens once an
benefits and limitations: order is placed, which is then shipped using local
shipping channels. This can significantly lower
B2C Courier: Worldwide couriers are utilized the time taken from order to delivery, and careful
In this chapter
to ship directly from a fulfilment centre in one inventory management can mean that sea freight
location to end customers around the world. If it is can be used for the first leg leading to significant cost
affordable, this gives the best customer experience, savings. This solution does require a reliable fulfilment
A. Choosing the Right with international delivery taking as little as 2 to 3 partner in the regional hub, and a good inventory and
Shipping Methods days. However, delivery of bulky products to some order management platform to enable online retailers
countries can work out to be prohibitively expensive. and brands to manage their business easily.
B. Packaging Choices
D. Surcharges
25%
of consumers are willing to
30%
of consumers
E. Returns and Refunds
pay premiums in order to are choosing
obtain the privilege of same- same-day and
F. Global Warehousing day delivery. instant delivery
40
G. Inventory Management
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
LIMITATIONS
or using a shipping solutions provider who is able
to negotiate better rates through aggregating their Depending on the product you ship, light cushioning
volume and passing on savings. Utilizing a shipping materials may be used to protect fragile items.
solutions provider is often a better option for non- Bubble wraps, polystyrene chips, and air cushion
Cross-Border
Benefits Limitations Best used for enterprise online retailers. Most of these providers film are some of the common materials used.
Shipping Solutions
offer online platforms and integrations to allow However, the package dimension may increase in
Optimized customer Most expensive High value goods retailers and brands to manage orders, inventory, and this case so online retailers have to balance between
experience amongst all solutions Time sensitive payment in one place, leading to better efficiency of protection and dimension size.
Fastest Additional cost for delivery operation for the brands.
B2C Courier Reliable end-to-end end customer to clear Shipping into high
Affix proper invoices and labels on top or on
tracking customs threshold countries
the side with the biggest surface area for easy
Insurance and short
identification.
claims procedure
Lowest price Highest rate of lost Low value goods
B. Packaging Choices
Branded packaging can enhance brand awareness,
compared to other parcels Lightweight items
International When it comes to packaging for cross-border optimize customer experience, and ensure every
solutions Lack of tracking
Postage e-commerce, the most important thing is to minimise touchpoint of the brand delivers a consistent
Widest locational No insurance and long
coverage claims procedure shipping cost. Shipping costs are based on the message.
Milestone tracking Not suitable for time Mid to high value
dimensions and weight of the shipment, and the ratio
available sensitive orders goods of actual weight to the volumetric weight, which is Check out any specific package requirements from
Reduced tax & duty Unable to take Large number of a pricing technique used to determine the physical your carriers and align with their expectations.
Direct Injection volume of the shipment.
liability advantage of tax & SKUs
Variety of last mile duty savings
options Packaging design should be taken into account
Reliable tracking Requires significant Mid to high value as some shipping channels will charge based on
Able to keep costs resources in a good goods volumetric weight, and have restrictions, so a package
Bulk & local
fulfilment
low by using sea
freight for first leg
inventory and order
management system
Large number of
SKUs
which looks great in a retail environment may end
up being extra costly to ship – with brands paying to
28%
of shoppers will abandon
Quick fulfilment effectively ship air. Online shoppers tend to abandon
their shopping cart if
process the cart if the shipping cost is too high, so special presented with unexpected
attention should be paid to this often-forgotten shipping costs.
element.
43
42
According to a study from Package
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
of consumers would be “Somewhat taxes & duties at the departure point, or paying
when the shipment clears customs at the destination
a handling fee for customs clearance levied on the
receiver. There are also additional elements regarding
unlikely” to purchase from the same port. Both cases are likely to result in additional cost, the customer experience to take into consideration.
retailer again.
the entire shipment value will have sales tax levied. during online higher cost No need to extra fees when
checkout calculate T&D in receiving the
A shipping solutions partner or freight forwarder can
advance parcels
usually help to navigate this area with expertise.
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
20-30%
of e-commerce orders are
returned, compared to the 9%
traditional retail return rate.
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
G. Inventory
Management
Inventory management is important in terms of Inventory Forecasting: Predict the customer
overseeing storage, orders, and product sales. It is demand to prepare for ins and outs of inventory
often difficult to match stock volume to customer based on historical data, market trends, seasonality,
demand. However, an automated order management business growth rate, and your planned sales and
system that syncs the online sales platform with promotions.
warehousing facilities in real time can overcome this
difficulty by providing you with a centralised inventory Stock Count: Regular inventory taking is vital. It is
control. A cutting-edge management system can keep important to know the exact amount of stock you
track of all inventory changes, shipment records, and have and match up with customer demand.
order status to ensure smooth flow of information
across channels. To effectively manage inventory Planning: Make a contingency plan in advance for
levels and customer shipments, the inventory system any possible problems that may arise to guide
must be integrated not only with the company’s back your workers on steps to solve the problems. For
office systems, but also with suppliers’ and logistics’ example, you can design a guide for situations such
systems. as when your warehouse reaches the maximum
capacity, when you run out of stock to respond to
Brands control inventory to effectively sell across peak seasons, and when your shipment information
different regions with the best pricing. Online retailers is incorrect etc.
and brands can base themselves on customer
behaviour, seasonal and product trends to refine
product assortments with sales and promotions on
products that do not sell well to clear out inventory
space for other products. Stock transfer is necessary
for managing excessive and obsolete inventory.
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
In this chapter
A. America C. ASEAN
- USA - China
- Canada - Japan
- Mexico - South Korea
- Australia
B. Europe
D. Emerging
- UK Markets
- Germany
- France - Brazil
- United Arab
Emirates
53
52
- India
A. America
The Market
11.7%
IS THE SHARE OF
The US is the world leader in cross-
border e-commerce imports and
E-COMMERCE IN THE exports; the most trusted cross-
TOTAL RETAIL SALES border market. Consumers
e-commerce represented 11.7% of American online shoppers mainly
TOTAL TOTAL INTERNET
total retail sales, and 41.6% of total buy from the UK, followed by
43
POPULATION PENETRATION
324 M 88.5 % % retail sales growth in 2016. China, Canada, and Hong Kong. More Tips
43% of online sales went through Toys, Hobby & DIY is the largest Given the huge e-commerce
OF ONLINE SALES
the dominant e-commerce giant, segment, with Clothing, Shoes and competition in this region, detailed
WENT THROUGH THE
DOMINANT E-COMMERCE Amazon, in 2016, and Amazon’s Accessories following. planning with specific target
GIANT, AMAZON, IN 2016 market share is still growing. marketing and countermeasures
67% of Millennials and 56% of Gen for shopping cart abandonment
TOTAL ONLINE TOTAL E-COMMERCE
SHOPPERS SALES 2016 BI Intelligence predicts that US Xers prefer to shop online rather would be helpful.
224 M $395 BN buyers’ online spending will reach than in-store. They spend nearly
67 % $632 billion in 2020. half of their time (up to six hours) Demand for same-day delivery is
shopping online each week. growing. 1 in 4 US shoppers would
The market will most likely grow consider abandoning the shopping
OF MILLENNIALS AND for a few more years and become Price (87%), shipping cost and cart if there is not an option of
56% OF GEN XERS
stable afterwards, but it will still be speed (80%) and discount offers same-day delivery. However, the
PREFER TO SHOP ONLINE
RATHER THAN IN-STORE a very strong and safe market. (71%) are the three most important acceptable average wait time is
GROWTH CONSUMERS WHO
% YEAR HAVE BOUGHT FROM factors that determine where four days.
OVER YEAR A FOREIGN SITE American buyers shop.
15.6 % 71.7 M Customer loyalty and brand
awareness have been the key
drivers of Amazon’s success.
54
55
A. America
10% Consumers
93% of Canadian shoppers use
There are two official languages
in Canada – English and French.
Translation and multilingual
IS THE PROJECTION
OF THE SHARE OF The Market credit card payment. customer support then become the
THE TOTAL SALES IN keys in approaching and keeping
CANADA BY 2020
e-commerce sales are projected to Canadian buyers are still on Canadian shoppers.
reach $40 billion, making up 10% of their way to migrating to mobile
TOTAL TOTAL INTERNET
POPULATION PENETRATION the total sales in Canada by 2020. payments due to high mobile There is a rising concern regarding
93%
36.7 M 88.5 % data fees. In 2016, around 25% of fraud for Canadian online
Cross-border e-commerce takes up Canadian shoppers made their retailers. Companies should put
a significant portion in Canadian purchases with mobile devices and cybersecurity and data protection
OF CANADIAN e-commerce. One-third of the total this number will keep growing. high on their list of priorities.
SHOPPERS USE CREDIT online spending is in the United
CARD PAYMENT States, and the rest in Asia and Both Canadian consumers and Shipping cost and delivery time
Europe. retailers embrace omnichannel remain the top two reasons why
TOTAL ONLINE TOTAL E-COMMERCE
SHOPPERS SALES 2016 strategies, mainly click and collect, Canadians are reluctant to buy
20 M $27 BN Canada’s e-commerce to facilitate online shopping and from overseas sites. Overcoming
25%
infrastructure is as well established avoid huge logistics cost. these obstacles is basically what
as the US’s because of their other countries are trying in the
similarity in broadband internet Cheaper price is the main meantime.
OF CANADIAN SHOPPERS access, their geographical determiner for Canadian shoppers
MADE THEIR PURCHASES
closeness, and the free flow of when purchasing overseas.
WITH MOBILE DEVICES
IN 2016 information between the two Canadians can buy with a 50%
GROWTH CONSUMERS WHO
% YEAR HAVE BOUGHT FROM countries. lower price tag on Amazon US than
OVER YEAR A FOREIGN SITE other local websites.
14.9 % 13.4 M
56
57
A. America
16.5%
PayPal, debit cards, and credit
cards are the most preferred
payment methods. Companies also
accommodate alternative payment
EXPECTED RATE
FOR THE MEXICAN options such as cash paying at
E-COMMERCE REVENUE
BY 2020
The Market convenience stores. More Tips
e-commerce only has a small Mexican online shoppers are on Online presence is still a weak
TOTAL TOTAL INTERNET
POPULATION PENETRATION piece, about 1-2%, of the total retail the high end of the average online spot for Mexican retailers. User
60%
129 M 59.5 % sales in Mexico, but the trend will expenditure per shopper. With an friendly and developed websites
continue to grow tremendously. average of $864 spent per shopper, with optimized search tools, broad
Mexico’s e-commerce revenue the number is very close to many ranges of products with fully
is expected to grow at a rate of other mature e-commerce markets. detailed product descriptions, and
OF MEXICAN ONLINE
SHOPPERS MAKE 16.57% by 2020. comprehensive online support with
PURCHASES FROM Males tend to purchase more online real time response will be vital in
FOREIGN ONLINE
60% of Mexican online shoppers than females, which is the complete improving website experience and
TOTAL ONLINE TOTAL E-COMMERCE RETAILERS
SHOPPERS SALES 2016 make purchases from foreign opposite of South Korea. customer satisfaction.
$
864
following. segment in online shopping, but transaction security leads to a low
Mexican shoppers favour offline level of credit card usage. Building
Most of the young working-age purchase in product categories like or using a secured payment
IS THE AVERAGE population is tech-savvy with large clothing and grocery due to a lack platform and communicating
EXPENDITURE PER
SHOPPER
disposable incomes. This group of product information online and that to customers will be the
GROWTH CONSUMERS WHO
% YEAR HAVE BOUGHT FROM of people is expanding rapidly, risks for returns. first step to encourage Mexican
OVER YEAR A FOREIGN SITE offering a great potential target online shoppers to embrace online
21.6 % 34.8 M market for all online merchants. payment.
59
58
B. Europe
3RD
are the most purchased product by lingerie (33 %) and gifts (26 %).
The UK is a competitive and categories in the UK.
customer-focused market. The UK infrastructure is
Next day deliveries and Click & comprehensive, efficient and
LARGEST E-COMMERCE
MARKET IN THE WORLD The country is the most popular Collect and Click & Reserve options modern. The need for efficiency
destination for European cross- are commonplace and expected by has resulted in very low pricing for
border online shoppers, followed British consumers. deliveries.
by Germany and France.
TOTAL TOTAL INTERNET
POPULATION PENETRATION Online buyers are looking for It’s necessary for sellers to provide
54%
65 M 88 % The UK is also one of the biggest clear & accurate online tracking quality customer service and instill
cross-border B2C e-commerce and efficient & proactive confidence in their clients.
exporters in the world, thanks to communication.
the popularity of British brands
OF MOBILE DEVICE
SALES ARE WITH A and the large use of the English In the UK, credit cards (40%) are
SMARTPHONE language. the most popular payment method
in the case of online purchases.
TOTAL ONLINE TOTAL E-COMMERCE
SHOPPERS SALES 2016 The strong growth of e-commerce They’re followed by debit cards
40
continued growth of m-commerce.
61
I nt e rview
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
The UK market is large and highly advanced, with an There are a number of major sales periods in the UK Three tips for selling internationally. Number one,
engaged and established shopper base who have market, the most prominent of which is Black Friday understand the customer. As obvious as it sounds,
willingly embraced online retail. For those able to (fourth Thursday in November), which was imported retailers need a thorough understanding of their
secure a foothold, the rewards can be very strong. from the US and has fundamentally altered the shape audience. Different demographics have their own
For British retailers, the appeal is much the same of Christmas trading. Many retailers make around preferences for a retail experience, and respond (or
as for retailers anywhere – expanding out of their 25% of their sales during November and December, don’t) to different offerings and messaging, so it’s
own market, finding new customer bases etc. One then Boxing Day (26 December) is also a big day, important to appreciate what resonates with your
major advantage British retailers have though is the traditionally being the day when post-Christmas target market. Failure to get this right often results in a
benefit of ‘brand Britain’ – a reputation for quality and clearance starts. In terms of clearance periods, January fundamental failure when entering a new market.
authenticity that makes them attractive to customers and summer (July) tend to be the biggest ones.
in markets where counterfeit fraud has been common Number two, find your niche. Not just what you offer,
in the past, such as China. Guy Fawkes Night (5 November) is unique to the but how you offer it. Your brand or your product
UK market. It marks a failed attempt by a group of needs to fulfil a need or inspire a feeling that others
What are the main obstacles? disgruntled Catholics to blow up Parliament in 1605 don’t. The UK market is highly competitive so ensure
and there are large firework displays and bonfires you are bringing something unique or interesting that
For retailers selling into the UK, the main obstacle across the country. will help you to stand out.
is around competition; there are some very well
63
62
B. Europe Consumers
Germany is the 5th largest Clothing remained the best- More Tips
5TH
e-commerce market in the world selling product type, with €11.16
and second in Europe. billion in sales in 2016. But several Language is a key driver and
smaller categories by value grew implementing a German website
The e-commerce market is growing considerably faster than apparel would be key to boosting sales.
LARGEST E-COMMERCE
MARKET IN THE WORLD fast and is expected to represent did—among them food (up 26.7%),
AND 2ND IN EUROPE at least half of Germany’s GDP by home textiles (up 23.4%) and Germany has one of the highest
2017. household items and appliances return rates (from 10% for
(up 23.4%). electronics to 70% for fashion).
TOTAL TOTAL INTERNET
Germany is one of the most active
+50
POPULATION PENETRATION
48 M €78 BN new online retailers who would like e-commerce orders from lockers in more than any other social media
15%
to sell in the country. train stations or other public places. platform, by quite a long way.
38% of the total population use
In logistical terms, the market is German cross-border shoppers Facebook.
OF ALL E-COMMERCE one of the most competitive and primarily look to the U.K., the U.S.,
SALES IN GERMANY
efficient in Europe. and France for goods.
ARE MADE BY MOBILE
SHOPPING
GROWTH CONSUMERS WHO
% YEAR HAVE BOUGHT FROM Mobile shopping accounts for A big reason for avoiding cross-
OVER YEAR A FOREIGN SITE 15% of all e-commerce sales border purchases is that they feel
12 % 16 M in Germany, and the usage of that returning products would be
smartphones is growing steadily, difficult or costly, so make sure that
with a mobile sales total of €8.8 if you are shipping internationally,
billion. you offer the same returns policy as
you would in your native country.
64
65
B. Europe
6TH
make a purchase.
The Market More Tips
53% of internet users made online
The French e-commerce market is purchases over the last month, this Marketplaces are taking up
LARGEST E-COMMERCE
MARKET IN THE WORLD one of the largest in Europe (3rd) figure represents an increase of an increasingly large part of
AND 3RD IN EUROPE and ranked the 6th in the world. 6.4% over a year. e-commerce business. The business
volume generated via marketplaces
France is recognised as an €70 is the average transaction now represents 28% of the total
TOTAL TOTAL INTERNET
established and growing market value. business volume of the websites
16%
POPULATION PENETRATION
37 M €72 BN Logistics is highly rated for beauty/health. and on-time delivery to win loyal
29%
effectiveness and timeliness. customers.
29% of online shoppers have used
1.029 billion online transactions in click & reserve services. France has the most victims
OF ONLINE SHOPPERS 2016, 16% via mobile. of cybercrime in all of Europe
HAVE USED CLICK &
Preferred delivery options for according to the security firm
RESERVE SERVICES
French people are: delivery at Symantec.
GROWTH CONSUMERS WHO
% YEAR HAVE BOUGHT FROM home and to pick-up points.
OVER YEAR A FOREIGN SITE
67
C. ASEAN
15
13.8 BN 50.3 %
%
China is one of the major cross- to fulfil their demand for premium market.
border destinations for other goods.
countries. There have been difficulties for
OF THE TOTAL RETAIL 58% of Chinese cross-border commercial trucks to access rural
SALES ARE MADE BY Chinese cross-border e-commerce shoppers favour purchasing US areas. Improvement on delivery
E-COMMERCE REVENUE.
mainly constitutes Chinese products mainly because of better systems may be necessary to fulfil
merchants selling overseas (90%). product quality, authenticity, and quality orders.
TOTAL ONLINE TOTAL E-COMMERCE
SHOPPERS SALES 2016 availability.
380 M $752 BN Chinese online merchants export Lower average wait time is also an
58%
mostly to the US, followed by the Chinese shoppers spent an important factor for cross-border
UK, Hong Kong, and Brazil. average of $473 each on cross- shipments. The demand for same-
border purchases in 2016, which day delivery from Chinese people
OF CHINESE CROSS- Tmall, operated by Alibaba Group, accounted for about 4.2% of the has been increasing.
BORDER SHOPPERS
is one of the most common total e-commerce market.
FAVOUR PURCHASING
AMERICAN PRODUCTS platforms for international brands High product and/or brand
GROWTH CONSUMERS WHO
% YEAR HAVE BOUGHT FROM to sell their products to the Chinese More than 51% of urban Chinese reputation with good return policy
OVER YEAR A FOREIGN SITE market online. consumers believe that reviews can attract more loyal customers.
26.2 % 180 M and/or recommendations are
important indicators to choose As an official language, Chinese is
where to shop for overseas spoken by most of the population
products online. (70%). Translation is the first step
to attract Chinese customers.
Content localization would help
69
68
boost sales.
C. ASEAN
36%
POPULATION PENETRATION border shopping is not popular online transactions on mobile and hard-sell approaches of
127 M 91.1 % among Japanese people. It has the platforms make up nearly 60% presentation will be seen as poor
lowest foreign buying activity in of all purchases, with sales of $16 customer service and lead to loss
OF THE JAPANESE the Asia-Pacific region, but cross- billion. of loyal and trusting customers.
POPULATIONS USE border confidence is growing.
SOCIAL MEDIA TO
Japanese shoppers are generally High quality physical packaging,
ENGAGE WITH BRANDS
TO GET COUPONS AND eComerce takes a share of 2.8% of risk averse so they only look for presentable products, and detailed
FREE PRODUCTS Japan’s $4,123 billion GDP. brands they know and trust. Low product instructions are highly
TOTAL ONLINE TOTAL E-COMMERCE
SHOPPERS SALES 2016 return rates and excellent customer valued. High transparency on return
77 M $90 BN With the aging population, service are expected in their policy and process is essential.
60%
Japanese people over the age of purchases.
55 spend the most time online Click and collect and locker pick-
amongst all age groups. up are still not well developed
OF ONLINE in Japan. Japanese buyers
TRANSACTIONS ARE
Rakuten, Amazon Japan, and prefer to be able to pick their
MADE ON MOBILE
PLATFORMS Yahoo Japan Shopping are the own delivery time and date.
GROWTH CONSUMERS WHO
% YEAR HAVE BOUGHT FROM three biggest marketplaces in the Retailers and logistics may need
OVER YEAR A FOREIGN SITE country, with around 50% of the to accommodate for Japanese
18 % <25 M total Japanese annual e-commerce shoppers’ delivery preferences.
revenue in 2015.
70
71
C. ASEAN
3RD
LARGEST E-COMMERCE
South Korea is the third largest
e-commerce market in the Asia-
Pacific region. Consumers
South Korea is known for having
fast fulfilment rates, which means
efficient delivery systems and wide
MARKET IN ASIA- distribution warehouse networks
PACIFIC Domestic online purchases still Koreans find cheaper prices after are basics for succeeding in the
make up a majority of South adding in shipping cost and duties Korean market.
Korea’s e-commerce revenue, but on overseas marketplaces than on
TOTAL TOTAL INTERNET
cross-border e-commerce has domestic sites. It is expected that 90% of Koreans own a smartphone.
+53%
POPULATION PENETRATION
51 M 92.7 % been rapidly growing, reaching $1.6 there will be huge boost in the m-commerce sales will continue
billion in 2016. number of Korean cross-border to grow at impressive rates.
shoppers in the next few years. Incorporating responsive mobile
SHARE OF M-COMMERCE
With high smartphone penetration platforms with user friendly
IN THE TOTAL
E-COMMERCE MARKET rates and outstanding internet About 60% of 20- to 29-year- designs would help merchants
VOLUME infrastructure in this country, old Koreans use mobile as their reach the most Korean shoppers.
m-commerce sales account for primary device for doing online
TOTAL ONLINE TOTAL E-COMMERCE
SHOPPERS SALES 2016 more than 53% of the total market purchases.
73
72
C. ASEAN
9%
EXPECTED GROWTH
Australians favour cross-border
trade. Chinese imports account
for more than $40 million of all
Computers remain the main
device Australians use for online
shopping, but m-commerce
Imported goods with a value of less
than $750 are exempt from Sales
Tax. Such legislation is anticipated
RATE OF ONLINE Australian imports, while the US continues to grow yearly and has to change as Australian Parliament
PURCHASES BY 2022 only accounts for $22.5 million. become the key factor driving is considering imposing taxes on
e-commerce growth as mobile imported goods for merchants
The spending of Australians’ online phone penetration is close to 100% who sell more than $59k a year.
TOTAL TOTAL INTERNET
purchases is projected to reach in Australia. Merchants would have to pay
100%
POPULATION PENETRATION
24.5 M 86.9 % $20.7 billion by 2022 at an annual attention to related changes and
growth rate of 9%. Unlike other countries, Australians make careful calculations.
are more forgiving in delivery wait
MOBILE PHONE
Australia is known for possessing time. 36% of all shoppers accept There is no solid counter to
PENETRATION AS THE
KEY FACTOR DRIVING a top class logistics system and that shipments will take at least Amazon’s entry in the Australian
E-COMMERCE infrastructure, and not surprisingly, two weeks, considering the big market, but innovative business
it ranked 19th in the world in 2016 geographical size of Australia. strategies, products, and marketing
TOTAL ONLINE TOTAL E-COMMERCE
SHOPPERS SALES 2016 with an LPI score of 3.79. will help merchants survive in the
36%
Amazon and Alibaba are the two from brick and mortar retailers with creates.
significant operators entering the online stores rather than online-
e-commerce market in Australia, only retailers. The long standing Localisation is another important
OF SHOPPERS ACCEPT which imposes huge competition customer trust towards these measure to consider in the
THAT SHIPMENTS WILL
to other local and international traditional retailers supports their Australian e-commerce market.
TAKE AT LEAST 2 WEEKS
platforms and retailers. dominance even in this digital age. As the seasons are opposite to
GROWTH CONSUMERS WHO
% YEAR HAVE BOUGHT FROM those in the Northern hemisphere,
OVER YEAR A FOREIGN SITE overseas merchants would need
10.5 % 10.7 M to arrange seasonal products
differently in terms of promotions
and sales.
74
75
D. Emerging
42
About 24% of Brazilian shoppers
% The Market
use Boleto Bancário, a payment
method regulated by Brazilian
More Tips
Federation of Banks. Payment approval rates have been
BRAZIL’S SHARE OF
TOTAL LATIN AMERICAN Brazil is the largest internet low as merchants collect payments
E-COMMERCE SALES market and the most developed 54% of all Brazilian online shoppers from foreign banks. Merchants
e-commerce market in Latin made cross border purchases in should learn about Brazil’s
TOTAL TOTAL INTERNET
POPULATION PENETRATION America. It accounts for 42% of 2016. Chinese websites are the e-commerce payment landscape,
209 M 65.9 %
75%
Latin America’s total e-commerce most popular choice for Brazilian regulatory requirements, and local
sales. cross-border shoppers because of payment processing to facilitate
the high level of availability of lower transactions and maximise revenue.
Smartphone penetration has been priced products.
OF ONLINE SHOPPERS
booming since 2011. A report from A common customer practice in
BUY FROM THEIR MOBILE
DEVICES yStats indicates that about 75% of Electronics were the leading Brazil is to publicise customer
Brazilian online shoppers buy from product category purchased on complaints online. These
TOTAL ONLINE TOTAL E-COMMERCE
SHOPPERS SALES 2016 their mobile devices. Therefore, overseas online stores in 2016, complaints and comments
66.4 M $13.4 BN huge growth potential, especially in followed by software, fashion and determine the reputation of online
54%
m-commerce, is expected. phones. merchants since buyers take them
as a crucial reference when looking
While Brazil’s e-commerce growth The shopping cart abandonment at online stores. Providing quality
OF BRAZILIAN ONLINE saw a deceleration in 2016 due to rate is substantially high when customer service and excellent
SHOPPERS MADE CROSS-
economic recession, e-commerce Brazilian shoppers do not find their buying experiences thus becomes
BORDER PURCHASES IN
2016 sales are projected to increase at a expected payment option available the key to increasing conversion
GROWTH CONSUMERS WHO
% YEAR HAVE BOUGHT FROM CAGR of 12.5% until 2019. and handling and delivery fees are rates and building new shoppers’
OVER YEAR A FOREIGN SITE more than they expect. confidence in the merchants.
7.4 % 36 M
76
77
D. Emerging
9.4 M 91.9 %
65%
UAE’s online retail sales expected responsive website designs to opportunity to offer multiple
to grow at a CAGR of 24% and comply with their shopping payment options and start building
reach $3.8 billion in 2021. behaviours. customer confidence in this
convenient sector.
OF THE TOTAL ONLINE
Holding a double-digit share in The online purchasing population
SHOPPERS IN UAE ARE
MILLENIALS the market, Souq.com, a local of the UAE is one of the youngest With security concerns from UAE
e-commerce platform, is the in the world. Millennials make up shoppers, it is better for companies
TOTAL ONLINE TOTAL E-COMMERCE
SHOPPERS SALES leader in the UAE’s domestic more than 65% of the total online to tone down customer data
(COMBINING WITH OTHER (2014 DATA) online shopping market. It raised shoppers in the UAE and as a result collection. UAE shoppers still
$2.5 BN
COUNTRIES IN MIDDLE EAST)
more than $275 million to invest in they are the main target market for feel uncomfortable with online
30 M further growing the marketplace. all retailers. payments and customised offers
based on their data because of
Slow delivery processes, high The main reason that shoppers in fear of identity theft and fraud.
product return rates, and inefficient the UEA avoid online shopping is Understanding their behaviours
transactions are some of the the inability to touch and test out and preferences then slowly
GROWTH CONSUMERS WHO major concerns in this developing products before making purchase accommodating is the key to
% YEAR HAVE BOUGHT FROM industry. decisions. Concerns about credit bridging the trust gap in this
OVER YEAR A FOREIGN SITE
card fraud follows that. market.
21 % 60 %
79
78
D. Emerging
2ND
internet population in the world, online payment method, but this e-commerce market, innovation
with over 462 million internet users, payment method is proven to be over the traditional e-commerce
but that makes up less than half very slow and risky for couriers in business nature is the key to
of the total population despite its light of manual cash collection and breaking through the giant wall
LARGEST INTERNET
POPULATION IN THE large internet user base. high return rates. built by the three e-commerce
WORLD (462 MILLION powers. Specifically, a better
INTERNET USERS)
While being the third biggest The average Indian male’s online customised user experience in
e-commerce market in the world, order value is 3 times higher than terms of user searches is what
TOTAL TOTAL INTERNET
POPULATION PENETRATION India tops the e-commerce market the average female’s. The reason online retailers and marketplaces
1.3 BN 35.5 %
60%
growth rate with 51% annual for this is attributed to men’s larger should aim for.
growth. Retail e-commerce sales pool of disposable income.
are estimated to reach $79.41 billion There are more than 120 dialects
by 2020. 60% of online purchases happen and languages in India. Language
OF ONLINE PURCHASES
during business hours. While is then another key to succeed in
HAPPEN DURING
BUSINESS HOURS The Indian e-commerce market this may show a questionable this diversified market. Specified
is described as a battleground workplace practice, retailers localisation is necessary in suiting
TOTAL ONLINE TOTAL E-COMMERCE
SHOPPERS SALES 2016 with leading local players such as can schedule marketing and each Indian shopper segments’
130.4 M $30 BN Flipkart, Snapdeal and Amazon promotions accordingly to reach tastes.
+120
India fighting for bigger shares in the biggest shopper population.
the market. The Indian e-commerce sector
is regulated by 9 government
DIALECTS AND agencies. Being a relatively new
LANGUAGES ARE SPOKEN
market with a fast growing pace,
IN INDIA
changes in regulatory efforts,
GROWTH CONSUMERS WHO
% YEAR HAVE BOUGHT FROM whether contributing to or
OVER YEAR A FOREIGN SITE hindering the industry growth,
51 % 32.6 M are being launched from time to
time. Merchants have to pay close
attention to these fast-changing
policies and adjust their business
models accordingly.
80
81
A. Streamlining the
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
07 and selecting the ones that are the best fit. achieve consistency and improve SEO.
Scaling
Internationalisation
THE RIGHT WORKFLOW:
BEST PRACTICES
In this chapter
83
82
Translation API D. Plugins & API E-commerce sites with very large product catalogues
Real-time translation memory (more than 500,000 words)
While some e-commerce sites are built using an Websites that update or add new content frequently
internally-developed platform, many businesses Websites translated into multiple languages
choose to host their websites on popular CMS like
Magento, Shopify or PrestaShop. These platforms It is best to let your developers or web agency take
Direct access come with optional add-ons, also called plugins care of the integration, as it can be quite technical (but
to CMS and extensions, which allow you to add different most APIs are simple to use once implemented!).
functionalities, including website translation.
85
A. Marketplaces C. Comparison
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
Reach Through
or more specific and local ones like Spartoo or
Cdiscount. However, this range of choices can make it Almost all of these platforms have the same “pay
complicated for companies to maintain and optimise to play” business model and a similar product
Distribution
so many product listings on a variety of marketplaces. information workflow.
Online retailers can take it one step further by looking Online retailers must upload their product catalogue,
87
F. Affiliate Platforms
EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
F. Affiliate Platforms
These automated marketing programs allow
companies to place a banner ad on a publisher’s
website. Publishers receive a commission from sales
when the customer has clicked the affiliate link to go
to the merchant’s website to make a purchase or fill
out a contact form.
89
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EXPANDING YOUR E-COMMERCE BUSINESS INTO INTERNATIONAL MARKETS: THE UPDATED ULTIMATE GUIDE
White Paper
E-Services Group (ESG) empowers TextMaster is Europe’s leading brands and distributors improve their
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91
Key facts, Figures Country Guides
R e fe re nc e s
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10 www.payvision.com: https://goo.gl/TRKu4c
www.digitalcommerce360.com: https://goo.gl/gMPsr1
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CANADA
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www.export.gov: https://goo.gl/Z61NHx
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MEXICO
GLOBAL
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ESG, TextMaster and Lengow understand www.statista.com: https://goo.gl/WZickE
the challenges and concerns of online www.atkearney.com: https://goo.gl/qW7wtP
EUROPE
retailers in today’s global marketplace.
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As experts in helping e-commerce www.mexiconewsdaily.com: https://goo.gl/MxTfQj
UNITED STATES
businesses succeed internationally, it was UK
only natural to share their expertise in an www.statista.com: https://goo.gl/ZuoEQN
www.e-commercenews.eu: https://goo.gl/iC2kfs
in-depth white paper. With valuable insight CHINA
from industry specialists like IMRG or www.e-commercenews.eu: https://goo.gl/eB6ktC
www.chineseseoshifu.com: https://goo.gl/rAEdeY
Händlerbund, this white paper aims to be
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the ultimate guide for online retailers who
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93
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FRANCE www.digitalcommerce360.com: https://goo.gl/8NwwTs
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www.eshopworld.com: https://goo.gl/c7WGTa
94
www.lengow.com
www.textmaster.com
www.eservicesgroup.com