Check list for a successful international ecommerce strategy
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- Liliana Booker
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1 PFSweb s End2End ecommerce Solutions Check list for a successful international ecommerce strategy 2012 PFSweb Europe
2
3 ecommerce Iceberg Concept Emotions Telling Stories User experience Brand Communications Warehouse Web platforms Legal Order Management VAT Transportation IT Systems Replenishments Custom boxes Gift wrapping 3 rd Party Integration Fraud Management Payment Processing Customer Service
4 SPOB/ Full Service End 2 End ecommerce Solutions
5 WhoknowsPFSweb?
6 But what about these brands?
7 ecommerce Sales in Europe VS US ecommerce Sales from 2008 to 2012 Since 2008 there has been a quicker increase in the EU e-commerce sales than in the US Between 2008 and 2011, the annual average gross rate was 10.3% in the US compared with 18.6% in Europe
8 ecommerce Sales in Europe Online Sales
9 10 Attention Points 1. ecommerce platform 2. Legal 3. IT/System Integration 4. Fraud 5. Online Payment 6. Fulfillment 7. Transportation & Returns 8. Customer Care 9. IMS 10. What s next?
10 1. ecommerce Platform - US In-house VS 3rd party software - SME VS Enterprise - Local VS Global - B2C VS B2B - Hosting - In-house VS SaaS - CMS VS Automated flows An ecommerce platform needs to comply with international needs & requirements
11 2. Legal(1) There are simple things that need to be covered when running an (international) eshop. - Terms and Conditions - Privacy & Safe harbor - Period of withdrawal - Country-specific VAT rates - EU cookie law - EU regulation VS Domestic execution - Visibility on delivery options & returns
12 2. Legal(2) And other specifications: - Age verification - Hazmat - Regulation around product characteristics - Special leather goods (Crocodile, ) - Product-specific VAT rates - Invoicing requirements (Seq. Numbering / country)
13 3. IT / Systems Integration - Special characters - Currencies VS Global dashboard - Customization VS Standard integration VS Scalability - One partner VS Multiple partners - SLAs - Down times VS Time zones
14 4. Fraud % Revenue Lost to Online Fraud Source CyberSource - Now we are using a combination of tools from payment service providers & internal tools that reduce drastically the number of fraud
15 5. Online Payment - US payment provider VS European - Activation based VS Development - Various payment methods VS Risk - PCI compliance
16 Example: O Neill available payment methods in 2011
17 Example: O Neill payment methods in Germany -End 2009 : Introduction of a new payment method Bank wiring : Increasing of orders volume (+108%)
18 5. Online Payments - You can offer a lot of payment methods / country but you need to choose the right ones, not all are required - By offering credit cards only (VISA, MasterCard, AMEX) you will miss for sure revenue opportunities - On the contrary, adding a payment method like ELV can be dangerous - Some payment methods also require more manual work on the back-office (Returns, refunds, reconciliation, ) - Conversion : A-B testing
19 6. Fulfillment - Standard pick-pack-ship operations VS Highly customized online buying experience (engraving, special wrapping, gift cards) - Same experience as in retail (increased expectations by both consumer and brand) - Don t show your name outside the box
20 7. Transportation & Returns - B2B VS B2C - Customer expectations by country (Door-to-door, postal, drop point, time window delivery) - Risk of fraud VS Country-specific requirements (Cash on delivery) - Cost - Lead time - Pricing strategy - Remote areas & Export destinations - Cost of returns(it is all about convenience!)
21 8. Customer Contact Center - Very high expectations - Opening hours - Languages - Dedicated VS Shared agents? - Native VS Non native - Level 1 VS Level Brand representation - Integration with CRM and offline world
22 9. IMS - Budget for IMS is mandatory - Focus first on the major EU countries - Online VS Offline promotions - CRM & Segmentation - Appropriate communication - Attract Convert Nurture
23 10. Next Steps Some trends: - International / Globalisation (US, Europe, Asia, ) - Cross & Multi Channel integration - Mobile / Tablet / Application -
24 Thanks for your attention!!! 2012 PFSweb Europe
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