tcp workshop 21/0514 - e-retail and web optimisation programme

© 2014 Grow Global Limited www.growglobal.com Sarah Carroll

2

Trade Challenge PartnersHow to Export Online

Sarah Carroll – 20 May 2014@ukti #exportonline


3

Why Export Online?


4

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


5

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


6

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)


7

Are You Visible On The International Web?

9

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


10

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)


11

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)


12

Options For An International Web Strategy


13

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


14

Case Studies

15

global messages

16

internationalsection

Francestockists

page

18

one country-specific

page

19

one language-specific

page

country-specificpages:France

localcountry

domains: France


23

Existing UKTI Support

24

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


Masterclass: E-commerce for International Trade

25

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



26

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.”

27

Next steps

Host a masterclass at your association

Contact Sarah on 07711 132179 or email on [email protected]


Get your members to sign up for an Export Communications Review at https://www.gov.uk/export-communications-review

mailto:[email protected]

https://www.gov.uk/export-communications-review

Questions?


28

04/12/23

E – Retail Programme: Social Commerce

30

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.

31

Examples of Social Commerce

32

Making Social Media Even More Shoppable

33

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

34

Driving Awareness: The Digital Opportunity

35

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 [email protected]


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

Tmall

http://www.tmall.com/

http://www.tmall.com/

Tejuri

http://www.tejuri.com/en/home

http://www.tejuri.com/en/home

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:[email protected]

Digital Programme inbox:[email protected]

UKTI Retail twitter feeds:@UKTIRetail @UKTIFoodDrink

UKTI YouTube channel



tcp workshop 21/0514 - e-retail and web optimisation programme

Business

online sarah carroll

english international

international section

international trade

international online

sarah carroll masterclass

international web journey

global messages