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Zia Daniell Wigder, Vice President & Research Director

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

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Zia Daniell Wigder, Vice President & Research Director

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  1. Winning Over The Global Online ShopperFive Things Companies Must Do To Tap Into Growing International Markets Zia Daniell Wigder, Vice President & Research Director September 6, 2012

  2. Agenda • Global eCommerce markets and how they evolve • Five things companies must do to tap into these growing markets • Conclusion

  3. Agenda • Global eCommerce markets and how they evolve • Five things companies must do to tap into these growing markets • Conclusion

  4. Emerging markets see the fastest growth in online users North America 281M online users Penetration: 80% Europe 503M online users Penetration: 62% Asia/Oceania 1,133M online users Penetration: 29% Middle East/ Africa 263M online users Penetration: 20% Latin America/ Caribbean 244M online users Penetration: 40% = Population (2012) = Online users (2012) Source: Forrester World Online Population Forecast

  5. eCommerce revenues do not necessarily correlate with economic size United Kingdom $49B Japan $64B Germany $32B United States $226B China (incl C2C) $169B Mexico (incl C2C) $1.7B India (incl C2C) $1.6B Brazil (incl C2C) $12B Argentina (incl C2C) $1.9B Source: Forrester Online Retail Forecasts

  6. Countries tend to follow a similar eCommerce adoption path

  7. Countries are at different stages on this adoption path

  8. The number of categories that consumers purchase online will increase

  9. Agenda • Global eCommerce markets and how they evolve • Five things companies must do to tap into these growing markets • Conclusion

  10. 1. Don’t let your international fields lie fallow Source: Hairtoday.wordpress.com

  11. Today, these examples are the exception rather than the rule

  12. Paid search is an easy first step, yet many are still getting started 100% 50% 40% 10%

  13. 2. Realize that marketplaces are a key entry strategy in certain markets Source: Telegraph.co.uk

  14. Chinese brand Ochirly offers three different branded stores in China Ochirly.com Tmall.com Amazon.cn

  15. Logitech has a branded store on Amazon in France and Germany, but not the UK Amazon.fr Amazon.de

  16. Ugg and Bose have branded stores on Australian marketplace Westfield.com.au

  17. Marketplace options for brands are at different stages around the globe Established offerings for brands Emerging offerings for brands

  18. 3. Understand what mobile is – and isn’t Source: Telegraph.co.uk

  19. Consumers are making purchases on their mobile devices in some sectors Source: Txt4Ever

  20. The power of mobile shopping is not in the transactions on the device * Metropolitan shoppers surveyed

  21. Tablets will open up new mobile commerce opportunities

  22. 4. Don’t just focus on your own site - be aware of how wholesale partners are selling your products online Source: SBWarehouse.com

  23. Channel partners provide a key part of your global customers’ experience Source: BestBuy.com, Amazon.com, BedBathAndBeyond.com, Zazzle.com

  24. 5. Hire global skills – even when your business isn’t yet global Source: VSee.com

  25. All the businesses in your sector will be looking to hire the same people in market Source: The Wall Street Journal, The Brazil Business

  26. Take advantage of those in the US with an international background and knowledge

  27. Agenda • Global eCommerce markets and how they evolve • Five things companies must do to tap into these growing markets • Conclusion

  28. Conclusion • Ensure you provide your global initiatives with support • Evaluate the opportunity presented by other business models like marketplaces • Embrace the true power of mobile, not the hype • Examine the performance of your channel partners • Establish a global team – in the US

  29. Zia Daniell Wigder +1.212.857.0792 zwigder@forrester.com @zdwigder

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