Which regions of the world are top of mind for brands today. The idea of a globally connected world is appealing, yet we are very much at the early stages of international expansion when it comes to eCommerce.** We look at typical global expansion paths and which regions are seeing an influx of new eCommerce initiatives. US and European retailers have tended to expand into each other’s regions first with an eCommerce offering – increasingly, however, both US and European brands are taking a much more Asia-centric approach. Coach, for example, only offers eCommerce-enabled sites in the US, Canada, China, and Japan.
Over the past month, I’ve had the great fortune of taking part in three fantastic events: Forrester’s own Marketing & Strategy Summit in Shanghai, Demandware’s XChange Conference in Las Vegas, and Borderfree’s (formerly FiftyOne) Global eCommerce Forum here in New York. Several themes around global eCommerce came up in conversations at all three events:
Consumer online spending is driven by more than price in emerging eCommerce markets. In markets like China, it’s well established that consumers use the online channel to bargain-hunt. Yet there’s much discussion of the fact that consumers are moving beyond chasing the lowest prices online – instead, they are looking to trusted online retailers that provide a superior customer experience and guarantee authenticity.
International expansion involves a mix and match of different approaches. It’s now common to see companies taking a variety of approaches to global markets. Brands may operate a series of country-specific websites with local fulfillment, offer a branded store on a marketplace such as Tmall in China, and serve a large number of other markets through an international shipping model. The one-size-fits-all approach has given way to a more complex set of different global options.