zia daniell wigder, vice president & research director
DESCRIPTION
Winning Over The Global Online Shopper Five Things Companies Must Do To Tap Into Growing International Markets. Zia Daniell Wigder, Vice President & Research Director. September 6, 2012. Agenda. Global eCommerce markets and how they evolve - PowerPoint PPT PresentationTRANSCRIPT
Making Leaders Successful Every Day
Winning Over The Global Online Shopper
Five Things Companies Must Do To Tap Into Growing International Markets
Zia Daniell Wigder, Vice President & Research Director
September 6, 2012
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
Global eCommerce markets and how they evolve
Five things companies must do to tap into these growing markets
Conclusion
3
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
Global eCommerce markets and how they evolve
Five things companies must do to tap into these growing markets
Conclusion
4
Asia/Oceania1,133M online users
Penetration: 29%Middle East/ Africa263M online usersPenetration: 20%
North America281M online usersPenetration: 80%
Latin America/ Caribbean
244M online usersPenetration: 40%
Europe503M online usersPenetration: 62%
Emerging markets see the fastest growth in online users
= Population (2012) = Online users (2012)
Source: Forrester World Online Population Forecast
eCommerce revenues do not necessarily correlate with economic size
Source: Forrester Online Retail Forecasts
United Kingdom$49B
United States$226B
China (incl C2C) $169B
Japan$64B
Brazil (incl C2C) $12B
India (incl C2C)$1.6B
Argentina (incl C2C)$1.9B
Mexico (incl C2C) $1.7B
Germany$32B
Countries tend to follow a similar eCommerce adoption path
Countries are at different stages on this adoption path
The number of categories that consumers purchase online will increase
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
Global eCommerce markets and how they evolve
Five things companies must do to tap into these growing markets
Conclusion
10
© 2012 Forrester Research, Inc. Reproduction Prohibited 11
1. Don’t let your international fields lie
fallow
Source: Hairtoday.wordpress.com
© 2012 Forrester Research, Inc. Reproduction Prohibited
Today, these examples are the exception rather than the rule
© 2012 Forrester Research, Inc. Reproduction Prohibited
Paid search is an easy first step, yet many are still getting started
13
100% 50%
40% 10%
© 2012 Forrester Research, Inc. Reproduction Prohibited 14
2. Realize that marketplaces are a key entry strategy in certain
markets
Source: Telegraph.co.uk
Ochirly.com
Chinese brand Ochirly offers three different branded stores in China
Tmall.com
Amazon.cn
Logitech has a branded store on Amazon in France and Germany, but not the UK
Amazon.fr
Amazon.de
Ugg and Bose have branded stores on Australian marketplace Westfield.com.au
Marketplace options for brands are at different stages around the globe
Region Importance of marketplace
strategy
Some marketplace options for brands
Asia-Pacific
High Tmall and Amazon in China; Rakuten in Japan; Westfield in Australia
North America
Medium Amazon and eBay brand stores in US
Europe Medium Amazon brand stores in UK, France, Germany; eBay Fashion Gallery in UK
Latin America
Low MercadoShops across region, developing initiatives like Otto/Posthaus in Brazil
Middle East
Low Local players like Souq.com
Established offerings
for brands
Emerging offerings
for brands
© 2012 Forrester Research, Inc. Reproduction Prohibited 19
3. Understand what mobile is
– and isn’t
Source: Telegraph.co.uk
Consumers are making purchases on their mobile devices in some sectors
Source: Txt4Ever
The power of mobile shopping is not in the transactions on the device
Country Likelihood of using mobile devices for
shopping
Most popular mobile usage for shopping
Brazil* Low Check store hours, locate nearby store
France Low Check store hours, locate nearby store
US Medium Check store hours, locate nearby store
UK Medium Check store hours, locate nearby store
Mexico* Medium Check store hours, look up product information
China* High Read customer reviews, check on order status
* Metropolitan shoppers surveyed
Tablets will open up new mobile commerce opportunities
© 2012 Forrester Research, Inc. Reproduction Prohibited 23
4. Don’t just focus on your own site - be aware of how
wholesale partners are selling your products online
Source: SBWarehouse.com
© 2012 Forrester Research, Inc. Reproduction Prohibited
Channel partners provide a key part of your global customers’ experience
24Source: BestBuy.com, Amazon.com, BedBathAndBeyond.com, Zazzle.com
© 2012 Forrester Research, Inc. Reproduction Prohibited 25
5. Hire global skills – even when your business isn’t
yet global
Source: VSee.com
© 2012 Forrester Research, Inc. Reproduction Prohibited
All the businesses in your sector will be looking to hire the same people in market
26Source: The Wall Street Journal, The Brazil Business
© 2012 Forrester Research, Inc. Reproduction Prohibited
Take advantage of those in the US with an international background and knowledge
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
Global eCommerce markets and how they evolve
Five things companies must do to tap into these growing markets
Conclusion
28
© 2012 Forrester Research, Inc. Reproduction Prohibited
Conclusion
1. Ensure you provide your global initiatives with support
2. Evaluate the opportunity presented by other business models like marketplaces
3. Embrace the true power of mobile, not the hype
4. Examine the performance of your channel partners
5. Establish a global team – in the US
29
