e-commerce live! 2016 - ingenico

Let’s go international! Smart strategies for expanding your eCommerce business across borders.25 MAY 2016,MARIEKE STEEN / PRODUCT GO-TO-MARKET

agenda So you want to go international?

What you need to consider before crossing the border

Q&A

3

Ingenico ePayments / builds on a global network asset

Let’s go international! / E-Commerce Live!

150International, local and alternativepayment methods

150+

170Countries

225Certified industry partners and shopping carts software connections

65,000 Clients

€59 BnProcessed money flow

20 White-labels

230Acquiring partners and banks

800+ Employees from 50 nationalities

4

Borders / What borders?


I’m already selling

online...

My site can be accessed from anywhere in the

world...

English is the international language...

I accept international credit cards...

The whole world is my market

place!

24 hours a day...

5

Reasons to go Global

Expanding into a new market can be a risky and expensive undertaking. Here are a number of factors to consider to expand globally.

5 reasons to go Global:


People around the world are already purchasing your

products.

It diversifies your revenue

base.

Your competitors are succeeding

globally.

A foreign competitor may soon become your domestic

competitor.

You crave adventure.

6

Global eCommerce growth


in Europe

in LATAM in APAC

in NORTHAM

+14% +12%

+18% +44%

7

Challenge your SWOT!

For any business the selection of the next country to grow their e-commerce in depends on several factors, like:


1. Demand for the product

2. Market size

3. Competition intensity

4. Market growth

5. Demographic statistics.

6. E-commerce savviness

7. Regulation and Taxes

8. Etc..

8

Localize / Payment habits vs country habits

Look at your customer’s payment habits not just country specific habits

Based on that analysis you can opt for a selection of payment methods that is best suited to the country, target group, vertical and business model


9

Localize / Payment habits vs country habits


Would you consider offering UnionPay in Brazil?

Offering UnionPay (the only domestic bank card organization in China) in Brazil could make sense for a travel merchant. Brazil has several travel hubs for the region and there are a lot of Chinese investments, companies and subsidiaries located in Brazil

10

Global acquiring coverage / importance of local acquirer for better conversion


One local and international acquiring connection or moreCoverage by one international acquirer or moreAccessible through existing processor

11

Real case example / Online retailing company


Objective: create largest Internet empire outside of the US and China

Scope: global

Size about 10.000 employees

Revenue: about € 3bn

Already active in 100 countries worldwide

Next steps:

1. Assessing new market potential

2. Business model fit

3. Local currency, installments, local payments and discounts

12

Assessing new market potential / Brazil


• Internet penetration

• Number of mobile internet users

• Revenue potential of vertical

110Mn active internet users54% of the total population

79Mn active internet users39% of the total population

13

Assessing new market potential / Brazil


This statistic presents information on the usage of cross-border e-commerce online shoppers in selected countries as of October 2015.

45% of the respondents in Brazil had accessed domestic and cross-border e-commerce in the past 12 months

14

Business model fit / localise your shop


url: www.companyname.com.br Local language Intuitive website navigation Product selection adapted to market requirements

http://www.companyname.com.br/

15

The Localisation basics


Language LayoutLogistics

• Language options• Check translations• Currency display• Local pricing• Local payment pages

• Local v Intl suppliers• Local taxes & VAT• Management & staffing• Shipping & couriers• Up front delivery costs• Clear returns policy• Cookies on a/c settings• Identify repeat visitors• Present preferred options

• Cultural differences in colour, tone and graphics

• Address lookup• Use IP geolocation to help

you decide which local elements to present

16

Business model fit


Local payment methods Local currency Adoption of local discount culture Proposing installments

17

Key steps to build trust


Show local payment methods to gain consumer confidenceUse recognisable payment service providers

Be upfront about deliverycosts, shipping times andreturns policy

Display a contact number and other ways to contact for the consumer

Seek consumer reviews. Use ratings providers familiar in the native market

18

Checklist


Internationalization of business by expanding into new regions: Latin America, Africa and Asia

Localize company branding & strategy for each market: different brand name in Argentina, Brazil, Colombia, Chile, etc.

eCommerce drivers: importance of Marketplaces in Brazil (comparison prices & discount sites).

Clear refund & return (90 days) policies Aggressive discounts (up to 70%) Support of ‘parcelas’ (installments)

Offer products in the (preferred) local currencies: BRL

Shopping cart localized : local languages, local payment methods (Credit Cards, Online Bank Transfers & Boletos bancarios)

Chosen local acquirer (vs cross border)

Registration of end customers via email and/or customer number

Responsive pages for checkout pages

19

Measure results


MEASURE

TEST

LEARNAPPLY

REPEAT

20

Data / business questions are central


21

Increase conversion with data analytics


Q&AThank [email protected]/EPAYMENTS

e-commerce live! 2016 - ingenico

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