With the internet, sales no longer have borders. Internationally, ecommerce is growing at an annual rate of 30%, while in Europe, including the United Kingdom, Switzerland and Norway, it accounted for a turnover of 198.5 billion euros in 2020, excluding travel. While marketplaces account for 58% of this turnover, with 115.4 billion euros, there are still more than 80 billion euros achieved via in-store sales. Indicators that encourage a flourishing adventure, provided that the deployment is well prepared.
1. An offer adapted to the target markets
Before starting your international development, you should ask yourself about the adaptability of your offer. Is it relevant? Does it correspond to the customs in force in this region? Are your products subject to any specific regulations? Are they already present in the target territory? If so, who are the direct and indirect competitors? Are the distribution/delivery conditions compatible with the nature of your products? These are all questions that will lead you to conduct an in-depth market study, possibly with the help of local organizations to adapt your marketing strategy.
2. Translation: a customer and SEO issue
For the future, we have a more global approach within the company, namely how to attack the English-speaking markets, including the United States, with our brand, Les 2 Marmottes.
Julien Scheickardt, Chief Digital Officer Les 2 Marmottes
In order to increase sales abroad, translation is a major issue both with respect to end customers and search engines, in order to have a good SEO ranking, consistent with the requests of Internet users. Although translation represents a significant investment, it is nonetheless essential to establish the legitimacy and validity of your brand, the name of your products, to communicate with your future buyers and to use appropriate communication rules, particularly in a BtoC market. It has been proven that consumers prefer to shop on a site in their native language.
3. Local currencies and means of payment
To conquer new markets and guarantee good conversion rates, you will have to adapt your commercial strategy and especially allow your future customers to pay in their own currency, using their preferred payment method. This choice is a necessary condition to create a climate of trust and reassure your future customers.
4. Cross-border logistics
As with the domestic market, packaging and delivery are essential elements for your internationalization projects. Again, it is important to be aware of local customs and services. Shipping costs and delays vary considerably from country to country. The choice of your logistic partner will be decisive for the success of cross-border ecommerce.
5. Launch and learn
The internet makes it easy to carry out local tests, to try new experiments which, if successful, can be generalised to all countries.
Develop different experiences in each country so that all countries do not try everything at the same time and thus provide the company with a wealth of cases that can then be re-exploited in all territories.
Geoffroy Franqueville, Omnichannel Brand & Consumer Experience Director, Magimix.
The development of its international business, with forecasts of exceptional growth in all markets, offers definite growth prospects. All ecommerce players are concerned, small and large, provided that they provide an offer associated with content and services adapted to local markets, in short, a site ready to cross all borders!