Frank van den Berg's organisation -Salesupply UK- has offices in 8 European countries and helps eRetailers to expand overseas effectively through effective localization. Salesupply services include country entry and start-up management, ongoing customer service and lead generation and more (www.salesupply.com). In his session Frank shared information, examples and tips relevant for anyone considering expanding internationally, with a focus on country selection and effective localisation of webshops.

1. Internationalising your webshop:
‘ One Europe, still 27 countries ’
v5
“Enabling global e-retail”

2. Internationalising your webshop:
‘One Europe, still 27 countries’
Content:
• Why internationalise
• Country prioritisation
• Localisation: what, why, how
“Enabling global e-retail”

3. Why consider the market place outside the UK?
Fantastic growth opportunities
A strong starting position
‘…. and your next competitor…’
Innovation
“Enabling global e-retail”

4. Why consider the marketplace outside the UK?
Fantastic growth opportunities
A strong starting position
‘…. and your next competitor…’
Innovation
However, additional
 costs
 complexity/management time
 risk (financial, legal (T&C, Permanent Establishment,..)
“Enabling global e-retail”

5. European Union | Chances & risks
The pros and cons of Europe
Opportunities
 Largest E-commerce market worldwide
 Access to 500 million people
 Growing market
 Choice of countries (demand, eMaturity)
 Very stable region
 A common legal framework
 Excellent distribution network
 Low to zero corruption
“Enabling global e-retail”

6. European Union | Chances & risks
The pros and cons of Europe
Opportunities However
 Largest E-commerce market worldwide  27 member states (where to begin?)
 Access to 500 million people  27 different cultures
 Growing market  27 domestic markets
 Choice of countries (demand, eMaturity)  20 different languages
 Very stable region  Still some significant differences in
 A common legal framework legislation
 Every country requires it‘s own marketing,
 Excellent distribution network
cultural and customer approach
 Low to zero corruption
“Enabling global e-retail”

7. Prioritisation – consider size of market
E-commerce sales 2010 in bill. €
35
30
25 28
20 22
19
15
10
5 8
5 5 6
0
Sweden UK Spain France Italy Germany Netherlands
“Enabling global e-retail”

8. Prioritisation – consider price points & marketing costs
Business case 1: Sport/Callaway Razr Hawk Driver
255
“Enabling global e-retail”

9. Prioritisation – consider price points & marketing costs
Business case 3: Technik/Kettensäge Bosch AKE 35s
Product
price
“Enabling global e-retail”

10. Prioritisation – consider cost of returns
UK Germany
Payment of goods at ordering often after 14 days
Cost of returns often for customer normally for supplier
Return rates
fit critical 20 - 30 % 25 - 60 %
normal 5 - 15 % 10 - 25 %
“Enabling global e-retail”

11. Prioritisation – in conclusion
 Research
 Look beyond market size - include key drivers of costs
 Prioritise
“Enabling global e-retail”

12. Localisation – why is it important
 ‘Localisation is the key element for a UK company going to an international
market ‘ Richard Moore, Head of International Sales,
Mobile Fun
 ‘It should feel like a Dutch site to the Dutch, an Italian site to the Italians’
Hash Ladha, Group Multi-Channel Director,
Aurora Fashion
 Would you buy from a German, French, Polish eRetailer if the webshop
 is poorly translated and products are hard to find
 is priced in Euros, Kroner
 has customer contact address and telephone numbers overseas
 does not offer some guarantee ie.known brand or trust mark?
“Enabling global e-retail”

13. Key elements for localisation
1 Delivery & returns
2 Currency and payment solutions
Credit card Dankort Invoice, Ideal, Paypal
Local bank solutions credit card
“Enabling global e-retail”

14. Key elements for localisation
1 Delivery & returns
2 Currency and payment solutions
3 Language (translation site, new products, campaigns etc)
4 In-tune marketing and sales messaging
“Enabling global e-retail”

15. Key elements for localisation
1 Delivery & returns
2 Currency and payment solutions
3 Language (translation site, new products, campaigns etc)
4 In-tune marketing and sales messaging
5 Legal and Tax compliance (T&C’s, Privacy, Imprint, VAT etc)
“Enabling global e-retail”

16. Key elements for localisation
1 Delivery & returns
2 Currency and payment solutions
3 Language (translation site, new products, campaigns etc)
4 In-tune marketing and sales messaging
5 Legal and tax compliance (T&C’s, Privacy, Imprint etc)
6 Lead generation (SEO, PPC, social media)
7 Trust marks
Confianza E-maerket Trusted shop Thuiswinkel
on-line waarborg
“Enabling global e-retail”

17. Key elements for localisation
1 Delivery & returns
2 Currency and payment solutions
3 Language (translation site, new products, campaigns etc)
4 In-tune marketing and sales messaging
5 Legal and tax compliance (T&C’s, Privacy, Imprint etc)
6 Lead generation (SEO, PPC, social media)
7 Trust marks
8 Local contact details (beware of Permanent Establishment)
9 Local customer service (native speakers at location)
“Enabling global e-retail”

18. Localisation – the how: ‘make or buy ?’
Do it alone
 For those that have the know-how and large scale resources, focus on brand
Channel partner - distributor
 For those that have relatively small product range and not focussed on brand
Third party service provider – outsource marketing sales, service etc
“Enabling global e-retail”

19. Salesupply
Providing local facilities, know how and active support
Providing local facilities Set up Ongoing support
 Local address and  Market insights  Customer service in
telephone number  Shop optimisation country
(but not a P.E…)  Translation
 Legal/tax docs
 E-marketing
 Trust marks
 Social media
 Project management
 VAT returns
 Translation
“Enabling global e-retail”

20. About Salesupply | Figures
 Founded January 2008 Countries
 ~ 90 active customers  Germany
for ongoing support  France
8 European branch offices  UK
 39 employees  Benelux
 Spain
 Swiss
 Austria
 Italy
 Nordic
 Poland
 Czech Republic
“Enabling global e-retail”

21. About Salesupply | Figures
 Founded January 2008 Countries
 ~ 90 active customers  Germany
for ongoing support  France
8 European branch offices  UK
 39 employees  Benelux
 Spain
 Swiss
 Austria
 Italy
 Nordic
One partner for all activities in 12 countries  Poland
Performance or events based pricing model  Czech Republic
“Enabling global e-retail”