Selling Internationally - Magento
Selling Internationally - Magento
Selling Internationally - Magento
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<strong>Selling</strong> <strong>Internationally</strong><br />
Going Global with <strong>Magento</strong><br />
Rich Lyons CEO & President, lyonscg<br />
Andrew Ruggeri Vice President, Ecommerce, Oneida<br />
Kris Green Chief Strategy Officer, FiftyOne<br />
Raimundo Martinez Executive Vice President, GlobalShopex
Agenda<br />
Introductions<br />
Opportunity: Why International?<br />
Challenges<br />
Preparation & Best Practices<br />
Options<br />
Results<br />
Next Steps<br />
Q&A
we are an ecommerce strategy, design, development, hosting & support company…<br />
When, Where<br />
• Founded in 2003<br />
• 150+ professionals globally<br />
• Chicago, IL – HQ with all functions<br />
• Rockford, IL – support and development<br />
• Dallas, TX – development<br />
• International – support and development<br />
Why, How<br />
• Customer-centric in all we do<br />
• Build long term relationships<br />
• Decision making from the client’s POV<br />
Who<br />
• From startups to global brands<br />
• 100+ customers implemented<br />
• 50+ currently hosted or supported<br />
Buzz<br />
• Inc. 5000 in 2008, 2009 and 2010<br />
• <strong>Magento</strong> “Innovator of the Year” for 2010<br />
• Recognized by Forrester as top US<br />
<strong>Magento</strong> systems integrator<br />
eCommerce Leadership<br />
• #1 implementer of <strong>Magento</strong> in North<br />
America<br />
The Difference<br />
• We guarantee our work<br />
• Every project, every time
• Founded in 1880, Oneida designs, sources,<br />
markets and distributes flatware and dinnerware<br />
in the consumer and foodservice industries<br />
throughout the world<br />
• Oneida’s markets include North America, Latin<br />
America, Europe, Middle East, Africa, and Asia<br />
• Oneida is the #1 tabletop brand in North America<br />
and has become one of the most globally<br />
recognized brands with a large installed<br />
customer base
• Global Ecommerce Enabler<br />
• 1999: E4X 2007: FiftyOne<br />
• “<strong>Selling</strong>” v “Shipping”<br />
• Enabling, facilitating and<br />
stimulating global<br />
ecommerce…<br />
– …for 100+ U.S. ecommerce storefronts<br />
– …with ~40M SKUs for sale<br />
– …in 100+ countries<br />
– …in 40+ currencies
International Ecommerce Checkout & Shipping Solution<br />
Founded in 1999, Headquarters and Distribution Center in Miami<br />
FREE Cart to Cart and Web-Service model to 200 countries<br />
Logistics / Freight Forwarder Division regulated by TSA, shipping directly<br />
to Canada, Latam, Europe and Australia.<br />
Marketing Network with major international online portals and banks such as<br />
Citi, HSBC, Santander, BBVA, Itau, Paypal, Terra and own GlobalShopexMall.
Opportunity:<br />
Why International?
Fundamentals Strong<br />
• Internet penetration rates and connection speeds<br />
• Mobile device proliferation<br />
• Increasing consumer comfort with web security<br />
• GDP growth per capita in emerging markets<br />
• Increasingly global product branding fueling demand<br />
• Online content and media informing and empowering<br />
the consumer<br />
• Favorable FX in many countries
How big is the Opportunity for US Merchants<br />
Sources: eMarketer 2011 Global E-Commerce Forecasts and Statistics, Goldman Sachs eCommerce Report
• Big increase in number of international visitors each year<br />
• 25% increase in traffic from countries outside the US from<br />
2009 to 2010<br />
• Time spent on the site by those visitors was more vs. U.S.<br />
traffic, and many went to the FAQ section<br />
(we assumed they were looking for shipping options)<br />
• Feedback from Customer Service department on inquiries for<br />
international shipping options<br />
• Huge brand recognition throughout the world.
Challenges
Challenges
Challenges<br />
• How do we capitalize in turning these visitors<br />
into sales?<br />
• We did not have the infrastructure to:<br />
handle local currency<br />
calculate duty and taxes<br />
process payment<br />
ship and fulfill
Preparation & Best<br />
Practices
Preparation to go International<br />
• Focus on opportunities in large markets & evaluate your<br />
products for those markets<br />
- Shipping Cost / Value of Product<br />
- Tariffs &Taxes Range by Country / Value of Product<br />
• Collect product information
What to expect from International Shoppers<br />
International delivery provides opportunity to increase revenue by 5% to 10%
Best Practices<br />
1. Let International Customers Know You Are Open For Business
Best Practices<br />
1. Let International Customers Know You Are Open For Business<br />
2. Suppress Confusing or ‘Unavailable’ Site Content
Best Practices<br />
1. Let International Customers Know You Are Open For Business<br />
2. Suppress Confusing or ‘Unavailable’ Site Content<br />
3. Show Prices The Way Consumers Are Used To Seeing Them
Best Practices<br />
1. Let International Customers Know You Are Open For Business<br />
2. Suppress Confusing or ‘Unavailable’ Site Content<br />
3. Show Prices The Way Consumers Are Used To Seeing Them<br />
4. Less is More
Best Practices<br />
1. Let International Customers Know You Are Open For Business<br />
2. Suppress Confusing or ‘Unavailable’ Site Content<br />
3. Show Prices The Way Consumers Are Used To Seeing Them<br />
4. Less is More<br />
5. Offer Flat Rate Shipping
Best Practices<br />
1. Let International Customers Know You Are Open For Business<br />
2. Suppress Confusing or ‘Unavailable’ Site Content<br />
3. Show Prices The Way Consumers Are Used To Seeing Them<br />
4. Less is More<br />
5. Offer Flat Rate Shipping<br />
6. Be Opportunistic re: Focus Markets
USD$100 Cart<br />
Curr Region 2008 2009 2010 2011 2012<br />
CAD Canada C$ 115 C$ 102 C$ 135 C$ 112 C$ 102<br />
AUD Australia A$ 125 A$ 115 A$ 155 A$ 115 A$ 100<br />
GBP UK £ 55 £ 74 £ 68 £ 67 £ 67<br />
EUR Europe € 74 € 67 € 78 € 73 € 79<br />
RUB Russia R 2600 R 2400 R 3500 R 3000 R 2900<br />
HKD Hong Kong HK$ 820 HK$ 830 HK$ 810 HK$ 820 HK$ 830<br />
SGD Singapore S$ 152 S$ 142 S$ 150 S$ 140 S$ 134
Best Practices<br />
• Low Shipping Rates and Taxes & Duties<br />
• Local Customer Support<br />
• Conversion and Shopping Cart Abandonment Rate<br />
• Cancellation Rate: Back Orders, Payment Problems,<br />
and Fraud<br />
• International Returns<br />
• International Local Marketing
Options
Options<br />
• Ship Directly – FedEx or UPS or USPS<br />
• Do It Yourself<br />
• Partner:
Global Shopex Option: Start Simple
FiftyOne Global<br />
Ecommerce<br />
• Platform<br />
• IP Geolocation<br />
• Multicurrency Display<br />
• Multi-country Merchandising<br />
• Export/Import/Logistics<br />
Management<br />
• Customs<br />
• Fraud & Payment<br />
• Returns
Results
International Results<br />
• 26% conversion rate<br />
• Profitable – 28% increase in bottom-line<br />
• Increased to 3% of total business<br />
Canada<br />
Australia<br />
United Kingdom<br />
New Zealand<br />
Columbia<br />
Norway<br />
Spain<br />
Japan<br />
Netherlands<br />
ROW
FiftyOne<br />
Community<br />
View
Next Steps
Next Steps<br />
• Turn the lights on<br />
• Build versus Partner<br />
• Launch in stages, reinvest as business grows<br />
• Dedicate resources
Q&A<br />
Richard B. Lyons : CEO & President<br />
rlyons@lyonscg.com<br />
T 312.506.2015<br />
www.lyonscg.com<br />
Kris Green : Chief Strategy Officer<br />
kris@fiftyone.com<br />
T 212.299.3570<br />
www.fiftyone.com<br />
Andrew Ruggeri : Vice President, Ecommerce<br />
Andrew.Ruggeri@oneida.com<br />
T 315.361.3254<br />
www.Oneida.com<br />
Raimundo Martinez : Executive Vice President<br />
rmartinez@globalshopex.com<br />
T 786.845.8828<br />
www.globalshopex.com
Thank You<br />
20% off coupon code for www.oneida.com<br />
IMAGINE<br />
15% off coupon code for www.cwonder.com<br />
imagine15
Thank You
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