Post on 13-May-2015
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© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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Trade Challenge PartnersHow to Export Online
Sarah Carroll – 20 May 2014@ukti #exportonline
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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Why Export Online?
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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Millions of potential customers in the world
US Census Bureau - http://www.census.gov/population/international/data/worldpop/table_population.php (projected figures)
Argentina – Australia – Austria –
Belgium – Brazil – Canada – China –
Denmark – France – Germany – India –
Indonesia – Italy – Japan – Mexico –
Netherlands – Norway – Poland – Russia
– Saudi Arabia – South Africa – South
Korea – Spain – Sweden – Switzerland –
Thailand – Turkey – United Arab
Emirates – United Kingdom – USA Sources: Top countries by GDP (Wikipedia, IMF)
7 billion people in the world
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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Why internationalise?
70% of online search enquiries are not in English
(source: Oban Multilingual)
Customers are four times more
likely to buy from a website
in their own language (source: IDC)
Visitors stay twice as long if a website is in their own language
(source: Forrester Research)
90% of European internet users visit websites
in their own language(source: EU EuroBarometer)
1 billion internet users in Asia
Chinese is about to overtake English
on the web
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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Invest in online and mobile
UK is one of thethe most advanced
e-commerce markets in the world
(source: OC&C & Google)
Great opportunity for retailers by providing
a new, capital-light approach to grow rapidly
internationally (source: OC&C & Google)
Cross-border onlinetrade will increase sevenfold by 2020
(source: OC&C & Google)
Close to one in five non-food items
was bought online in December 2013
(British Retail Consortium)
19.2% growth in Internet purchases
from a year earlier, the fastest increase in
four years(British Retail Consortium)
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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Are You Visible On The International Web?
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www.bing.com/?cc=gbwww.bing.com/?cc=fr
www.bing.com/?cc=au
https://uk.yahoo.com https://fr.yahoo.comhttps://au.yahoo.com
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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Search is global
“Every day
Google answers more than one billion questions
from people around the globe
in 181 countries and 146 languages”
(sources: http://www.google.com/competition/howgooglesearchworks.html)
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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Take the opportunity
“Don’t just focus on
1 country and 1 language.
Adapt your website and
optimise it for international trade”
(source: http://www.google.com/competition/howgooglesearchworks.html)
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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Options For An International Web Strategy
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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The international web journey
Get it right in English
Localise & translateGive a global impression
Local country domains
Optimise in EnglishOptimise for other regions /
languages
UK website
in English
International website in English
Country pages
on .com
Language pages on .com
Local country domains
Agent & distributor websitesSocial
media
Agent & distributor websites
Online marketpla
ce
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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Case Studies
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global messages
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internationalsection
Francestockists
page
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one country-specific
page
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one language-specific
page
country-specificpages:France
localcountry
domains: France
localcountry
domains: France
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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Existing UKTI Support
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Masterclass: Website Optimisation for
International Trade
• International web opportunity
• How the international web works
• Options for an international web strategy
• Build an international website
• Localise & translate a website
• Optimise an international website
• International e-commerce opportunity
• Options for an international e-commerce strategy
• Top international e-commerce systems, e-marketplaces & payment systems
• How to select an international e-commerce platform
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
Masterclass: E-commerce for International Trade
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Export Communications Review – from what to how!
• International domain strategy
• International web strategy
• International website structure
• Localisation/translation
• International/multilingual SEO
• International e-commerce
• International social media
• Marketing materials
• Exhibition materials
• Thorough review of your website against our best practice checklist
• Two hour meeting face-to-face or via Skype
• Detailed, tailored written action plan
• Up to three subsidised reviews if meet criteria
On average each ECR leads to an increase of over £100,000 in sales
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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It makes a difference!
“I’ve had 75% increase in UK online sales year on year and 150%+ increase in international online sales.”
“I didn’t realise that I was invisible on the web internationally. We will definitely do something about this now.”
“I can now see that our website is so UK-centric and we need to update it urgently for our international visitors.”
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Next steps
Host a masterclass at your association
Contact Sarah on 07711 132179 or email on sarah.carroll@ecrconsultants.org
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
Get your members to sign up for an Export Communications Review at https://www.gov.uk/export-communications-review
Questions?
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll
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04/12/23
E – Retail Programme: Social Commerce
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E-Retail Programme: A Wider Solution
• In order to cater for retailers of all sizes through the e-retail programme, we have tailored our services to include a bespoke solution for retailers who are not ready to engage with a digital mall.
• These retailers still have high potential to grow through online exports and strengthen their digital footprint.
• One of the ways in which this is happening is through social commerce.
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Examples of Social Commerce
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Making Social Media Even More Shoppable
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How UKTI are supporting Social Commerce
Total potential audience reach: 2.6 million followers
UK Retailers who we invited to join the discussion and who gained visibility/online sales as a result.Kelly Hoppen MBE – 77,100 followersEttinger London – 638 followersTheo Fennell - 3,685 followersTed Baker – 47,000 followersHackett – 16,600 followers
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Driving Awareness: The Digital Opportunity
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Engage with us
Follow us on Twitter @UKTIRetail and @UKTIFoodDrinkBoth accounts provide industry facts and figures, retail news, peer-led thought leadership, UKTI events updates and sign up links, online resources, etc.
Example of content: @UKTIRetail broke the news on Twitter that Burberry launched on Tmall.
Retailers/brands interested in digital?Email us at digitalaccelerator@ukti.gsi.gov.uk
Digital Accelerator Programme
220+ e-marketplaces worldwide
Regional/local:
Markets: 30 Markets: 3Markets: 15Markets: 18Markets: 27 Markets: 1
South Korea China Australia Austria China
Others:
Access to 18 markets across Central Europe
LatAm, Spain & Portugal Japan, Malaysia & Singapore
The future of e-commerce
• In 2014, global e-commerce sales volumes are expected to exceed $1.5 trillion, an increase of 20.1% on 2013
• Europe has 529 million internet users, of which over 250 million are e-shoppers
• Latin America, a key emerging market for e-commerce, will see online sales grow from $48.1 million in 2013 to $74.6 million in 2017
• B2C online retail sales in the USA are expected to reach a record $482.6 billion in 2014
• In 2014, Asia is expected to overtake North America as the world’s largest e-commerce market, with a predicted value of $525.2 billion
Routes to market
Options:
• E-marketplaces
• International versions of websites
• Multiple use of e-marketplaces and social media (brand awareness)
Consumer Retail Sector Team
Services:
• Provision of information on consumer behaviour
• Access to board level management at e- Marketplaces
• Marketing, social media and content guidance
• Access to expert resources
Contact Us
E-commerce specialist:Edward.donald@ukti.gsi.gov.uk
Digital Programme inbox:Digital.accelerator@ukti.gsi.gov.uk
UKTI Retail twitter feeds:@UKTIRetail @UKTIFoodDrink
UKTI YouTube channel