Digital Strategies for eCommerce: Exploring the eCommerce Sales - - PowerPoint PPT Presentation

Digital Strategies for eCommerce: Exploring the eCommerce Sales Channels

U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service

eCommerce Definitions

U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service

eCommerce is a sales channel that crosses all industries that sell or promote brand awareness online. eCommerce as a sales channel is part of a businesses’ digital strategy. A digital strategy addresses the basic needs of a business required to succeed in cross-border ecommerce sales channels. Digital Transformation, the act of positioning your company for long term success in the online virtual environment. Online metrics allows businesses to understand where their digital efforts are paying off & identify areas for improvement so they can realize their ROI in the ecommerce sales channels. Business to business (B2B) ecommerce transactions are made between businesses, where a supplier sells in bulk Business to consumer (B2C) is where a business sells its product directly to a customer, either directly from a company website or an online marketplace Read more about ecommerce here https://www.export.gov/article?id=eCommerce-Definitions

eCommerce Transaction Process

U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service

Transactional/Marketplace Informational

The B2B Sales Flow

U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service

B2B companies can significantly reduce the cost to serve clients by moving them into an

• nline self-serve

ecommerce environment

Source: Forrester Report: “US B2B eCommerce Will Hit $1.2 Trillion By 2021”

eCommerce as a Percentage of Total US Shipments/Sales/Revenues: 2014-15

U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service

Source: US Census eStats 2015: Measuring the Electronic Economy

eCommerce is a Sales Channel that Crosses All Industries

U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service

Key Take Away: Non-retail businesses are more and more involved in ecommerce Most Companies Don’t Know They are Already Selling Through B2B eCommerce:

• Wholesale
• Distribution relationships with large chain/retailers
• Selling to organizations
• Supplier selling to resellers with strong online presence

311 Food manufacturing

312 Beverage and tobacco product manufacturing

313 Textile mills 314 Textile product mills 315 Apparel manufacturing

316 Leather and allied product manufacturing

321 Wood product …

322 Paper manufacturing 323 Printing and related support activities 324 Petroleum and coal products manufacturing 325 Chemical manufacturing 326 Plastics and rubber products manufacturing 327 Nonmetallic mineral product manufacturing 331 Primary metal manufacturing 332 Fabricated metal product manufacturing 333 Machinery manufacturing 334 Computer and electronic product manufacturing 335 Electrical equipment, appliance, and component manufacturing 336 Transportation equipment manufacturing 337 Furniture and related product manufacturing 339 Miscellaneous manufacturing

Source: Census eStats 2016 Measuring the Electronic Economy

Share of eCommerce Shipments by NAICS

The eCommerce Sales Channels

U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service

Your Website

• Own Data & Design
• Full Content Control
• Full Pricing Control
• Must Do SEO
• Will Require Service Providers

Thru #SocialMedia

• Build Brand Following
• Connect Directly With Consumers
• Promote Thought Leadership
• Boosts Website SEO
• Results Vary
• Local Social Media Rep Recommended
• Requires Constant Monitoring
• Sales Dependent On Activity

On Online Marketplaces

• Reach More Consumers
• Payment Received in Other Currencies
• Can Help With Market Entry
• Boosts Website SEO
• Service Interoperability Varies
• Lots of Competition
• Lack of Control of Customer Data
• Returns & Disputes

Sell to 3rd Party In-Country Distributor

• Quickly and Cheaply Establish Brand Presence
• Immediate Purchase of Product
• Fewer Transactions
• Boosts Website SEO
• Requires Interested Distributor
• Requires Online/SEO Savvy Distributor
• Smaller Margins

U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service

Channel Mix Option: 3rd Party In-Country Distributor

Considerations:

• Allows you to more quickly and cheaply enter a online localized market than if you

were to attempt on their own

• Local partner has existing marketing and distribution network for your use; already

selling to consumers, already established local SEO, already established branding

• Will need to coordinate with overseas to find appropriate/suitable representation that

is currently and successfully selling online in-market.

• You will need to work with your distributor to provide online descriptive content to be

used in product descriptions; translation by a service provider may be needed

• Our Partner Matchmaking Services
• International Partner Search https://www.export.gov/International-Partner-

Search

• Gold Key Matchmaking Service

https://www.export.gov/Gold-Key-Service

Resources- Online Market Research

U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service

Export.gov Keyword Search for Market Report Topics Country Commercial Guides: In depth country reports on economy, customs, business environment, and regulations https://export.gov/ccg

• New Exporter- Australia, Canada, Germany, Mexico, UK
• Growing Exporter- Chile, Colombia, Peru, Indonesia, Japan, Malaysia, Korea, Vietnam, South Africa, UAE
• Experienced Exporter- Brazil, China, India, Kenya, Nigeria

Export Market Videos

U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service

• Business Digital Strategy
• eCommerce Definitions
• eCommerce How-To
• eCommerce Best Practices
• Cross-Border eCommerce Business Challenges
• Identify eCommerce Market Opportunities
• Ship Your Products
• Get Paid
• Manage After-Sales Services
• Optimize Your User Experience
• eCommerce Resources
• eCommerce Market Intelligence
• Business eCommerce Tools
• Partner Resources
• eCommerce Webinars & Events

https://export.gov/ecommerce

Where Can I find Business eCommerce Resources?

Resources- Online Market Research

U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service

• Overseas Digital

Trade Policy Officer Program

• Trade Barrier

Assistance

• eCommerce

Taxes/Regs

• Certified Trade Missions
• De Minimis/FTA/Screening APIs

eCommerce Country Briefs

https://www.export.gov/article?id=CCG-eCommerce-Market-Intelligence-Sections

Referral Resource: eCommerce BSP

 Who can help with our content strategy?  Who can help with site translation?  Who can help with SEO and analytics?  Who can help with Channel Management?  Who can help with an IT security program?  What online marketplaces exist for us to sell through?  Where can I find technical assistance for my business issues in the ecommerce sales channel that has been identified through digital strategy counselling? https://www.export.gov/article?id=eCommerce- BSP

Follow-Up Information

Local Trade Specialists Who Can Help You With a Digital Strategy:

Glen Roberts

Glen.Roberts@trade.gov

Quick Resources: eCommerce Export Resource Center eCommerce Business Service Provider (BSP) Directory Country Commercial Guides