3 brands that made it big into global markets with cross-border commerce

In the race of cross-border commerce, some brands have carved out a niche following several website localization tactics and processes. Some brands have taken help of localization services while some have developed attractive local websites to grab user attention.

Effective website localization goes beyond just product selection. Consumers demand more of localized content and media that they can understand and trust. When your brand understands this, you’ll be able to create template-based websites that follow a single format, but that can house new blends of content by the market.

Are you looking for investing in the biggest global markets? Do you want to take a step ahead of your competitors in the long run?

Here’s a complete guide how these small businesses have made it into the enterprise businesses.

O Boticario – A big name in the world of cosmetic and perfumery

The largest perfumery and cosmetics franchising network in the world. Also, it is Brazil’s second largest cosmetic company. It is spread across Brazil, Mexico, Peru, the United States, Japan and France with over 4,000 stores.

O Boticario has demonstrated ways to globalize the markets with the best approach. It has utilized the power of analytics to customize the merchandise for local and international customers. It has increased productivity by localizing the sites in terms of SEO perspective. Here are some strategies to expand globally:

  • Tailoring media and content by market

Every emerging brand should understand well that effective website localization is not just about product selection. It is more about how the consumers across the world demand to see the relatable media and content.

  • Ditching the copy & paste method

O Boticario has set a mark in website localization with their channels like .es and .com sites. It provides an engaging digital experience with localized content and global translations based on the customer’s shopping habits and locations.

  • Fully translated product information

Investing an extra time in the translation of product information can help build trust with the local customers. Also, localized content for product boosts SEO page rankings. O Boticario has product page information in English, Portuguese and Spanish.

  • Seamless checkout

O Boticario uses First Data on all its sites for collecting the transactional data. This payment gateway extends global payments and can sync with other payment modes globally.

With such principles and strategies, O Boticario has proved a benchmark in the e-Commerce global market of perfumery and cosmetics.

 

Vivino: Wine Delivery across the globe

Founded in 2009, Vivino is an online review and marketplace for wine globally. It all started with a simple iPhone app for the residents of Denmark. With time, it scaled its market values and aged like wine only to get better.

Vivino is a global marketplace for varieties of wines. It has one of the largest databases of wines in the world. It has nearly 7 million users and more than 3 millions of wines with quality taste. It has offices in India, Ukraine, U.S., and Denmark.

The founders have leveraged the opportunities of the e-Commerce business that within a short time, they started spreading across every major country. Today, around 5% of wine sales are made and Vivino holds a major share. It has localized wine e-commerce sites launched in the UK, The Netherlands, Belgium, Italy, and Spain.

Vivino excels in the online order and delivery of gourmet and wine across the globe.

Several strategies that the brand has accepted are:

  • Consistent presence across emerging markets
  • Localized language, content, and media
  • Understanding consumer preferences across borders
  • Localized product information, features, and reviews

Vivino has played smart in the networking and digital world. On the basis of IP addresses, it redirects its shoppers to their locations. This localization engages a number of communities in the local development environments.

Based on its product, Vivino has proved it truly values its quality and customers. “Wine only tastes better when old, likewise, this brand just gets better with time.”

 

Neon Poodle UK/EU

This brand is a leading supplier of long-lasting and affordable neon signs for homes and businesses in UK and Europe. It effectively manages localized inventories across the board. It has localized warehouses spread across the globe and that is what makes a smart move in terms of data and supplies.

Their Insights tool helps in merchandising the brand effectively for the local customers. These analytics and insights provide information about the demographics. It is vital information any brand needs to enter and spread in the cross-border markets. With social media, we track what the global customers demand. We scrutinize the customer behavior and their belonging domains and later take the next step.

Neon Poodle works differently than big, listed brands. It has spread its data warehouses first as per demands of localized markets. This helps the brand serve better and resolve shipping and delivery problems faster. With a big step, it has already won the game of cross-border expansions. The brand provides shipping to all domestic and international locations. However, only local customers can leverage free shipping and delivery.

Neon Poodle EU/UK understands what a local region needs and how the customers behave. They have effectively blended the technology and data to reach out to every corner of UK and Europe. Localized Data Warehouses, stock management and total landed costs are the key points to enter the cross-borders. This brand does it all and clearly wins the aspects of this expansion game.

Conclusion

Taking a cue from these top brands that have made it big in the world of cross-border markets can help you in every way. Today, they have reached the pinnacles with a strong foundation, plan, and strategies to empower their cross-border commerce strategies.

 

How to make cross-border commerce work?

Cross-border commerce has been a hot topic since a decade now. Today, consumers have a better understanding about which brands to choose and where to buy from. They know when to compare goods and services online and get the best deals. Not all the goods and services are available in every country and due to this the consumers have to search the products in their country’s borders. This has perhaps increased the count of demand and supply in the e-commerce markets and sales. Also, this increases the competition amongst merchants and marketers as they fight for the space in the business of global expansion.

There has been a rapid rise in the B2B and B2C markets and services since past few years. The customers are becoming more familiar with this concept of online shopping. As per report from Pitney Bowes, borders are nowhere a barrier now for the shoppers to purchase online. Majority of the consumers make an international purchase of their favourite products at least once in a year. The availability of better quality and wide range of products, attractive offers and trustworthy reviews are few reasons that lure the consumers to shop online. If the merchants focus on these liabilities, they are sure to make their way into this venture in few years. Global market analysts predict that in no time cross-border markets is sure to take over the domestic markets.

To get everything into place, there are multiple challenges these international sellers need to focus on before entering the global market. To master the art of the cross-border e-commerce work, international merchants should focus on these points.

Some of these are:

  • Investments
  • Data warehouse
  • Study of Local markets
  • Climatic conditions and customer demands
  • International shipments and on-time delivery
  • Total landed costs
  • Political constraints and government laws specific to a region

…and many more. To make a big step into this global venture, merchants should equally pay attention to these small details.

International merchants should not plunge into the global market without proper analysis of the region and territories. They need to understand the local markets, laws and regulations before expansion. They simply cannot enter a territory or a country that does not have any cross-border e-commerce in the first place. They should analyse the requirements, focus on how the competitors have build their strategies to conquer and expand in the future world of cross-border markets. Observing this can help them set right decisions in the investments, data warehouse, shipments, product offers, promotions and much more. Once they understand these minutest details, they surely can make way in global expansions.

International merchants should build and maintain trust and transparency with consumers. Also, they ought to focus on the challengers these global markets pose on like the language barriers, currency concerns and a full-fledged marketing. It is important that the branding is correlated to the market and it sticks to its brand values. Along with all these concerns, there should also be a need to customise the international shopper’s experience. All this can be done in terms of the localised customer service, shipping and payment methods.

 

For instance, shipping continues to remain the most important aspect of cross-border expansion and also the most overlooked one. International merchants should be transparent with their shipping policies, charges. They should provide details like tracking, delay in delivery and shipping rates. Also, the wide integration with the payments methods is a must. In consideration of the domestic markets, utilize the payment methods which are locally accepted and recognised.

Thus, to create a larger impact and increase your brand’s values in the cross-border e-commerce markets, observe, take steps wisely and localise your customer’s experience.

 

 

12 Common Mistakes Done while Selling in Cross-border Markets

The rate at which technology is excelling knows no bounds. It is creating innovative ways to connect with the world every day. While technology continues to change the channels in the market, the connection between merchants and consumers keep growing stronger. With the advancement in technologies, still there are some common mistakes, merchants make while engaging in international markets.

Let us walk through each of these mistakes to overcome any pitfalls.

  • Avoiding to calculate total landed costs

It is necessary that merchants and buyers maintain a transparent relation between them in the cross-border market. Merchants should inform their international buyers about duties and tariffs. You can also use the TCO (Total Cost of Ownership) calculator.

It is mandatory to maintain trust and dignity amongst your international buyers. It can be evaluated in the following ways:

  1. Provide product tracking details
  2. Provide on-site shipping information details
  3. Update on delays in international shipments

 

  • Creating Big Technology Investments

Merchants while investing in the international markets should keep minimum technology investments. This holds true for the integration of third-party channels as well as international checkout providers.

We recommend you to focus on small investments first rather than the big ones such as:

  • Market Insights
  • Personnel
  • Logistics

 

  • Ignoring online frauds

There is always a risk of fraud when entering the cross-border markets. But you can always take help of the solutions to prevent such frauds and meet your business requirements.

You can prevent fraud during international checkout on-site with two methods:

  1. Installing a fraud suite
  2. Leverage 3rd Party Logistics to secure against fraud

There are several solutions Subuno, Riskified and Signifyd like that reduce such online frauds and provide secured payments internationally.

 

  • Copy & Pasting

Repetitive content and media cause a mess across the localized and international markets. This is a common mistake international merchants often make. Thus, it is better to avoid any copy and pasting media and content on your site.

It is necessary to focus on the potential language when localizing the content. You need verifying the media as poor on-model product photography can create a bad image in the market. Also, it can affect the SEO rankings for the particular region.

 

  • Dimensional and Physical Shipping Assumptions

Most of the merchants and eCommerce businesses fail to assume the dimension and physical shipments. If you fail to consider these, it can be a costly assumption.

  • Dimensional Pricing – Shipping costs based on the size of a box
  • Physical Pricing – Shipping costs based on the weight of the box

Thus, it is beneficial to include these pricings in the overall product cost to predict accurate marginal costs.

  • Disregarding Localized Merchandising

When selling products globally, merchants must consider some factors so that they can merchandise their digital stores.

Consumer Demand & Trends and Climate are the factors that affect the local merchandising.

 

  • Not Failing in Translation

It is critically significant to focus on how your website gets translated into different languages. It plays a crucial role in the localized and domestic markets. International sellers and merchants can consider using the translation providers like Smartling and VerbalizeIt.

These translation providers transform the way the content is created and consumed by the local and domestic markets.

 

  • Government and Political Constraints

You must be aware of the government laws in accordance with the countries and political constraints. It is mandatory to follow the government norms and data alliance while taking a plunge in the international markets.

For instance, in Russia, it is mandatory all the customer data must be kept on server in-country.

 

  • Disregarding Promotional Calendars

A mistake international merchants fail to notice. You have to prioritize the region of expansion and plan the marketing campaigns accordingly. Mark your calendars for the promotional events to be carried out.

In the Middle East during Eid, you can observe many sales events during shopping, entertainment, and traveling. Likewise, every region or country follows certain events and you have to keep that in prior notice to stand stronger in the international markets.

 

  • Don’t Go Overboard

Merchants often go overboard while engaging in the cross-border market. You have to consider the right aspects when selling the products.

It is better to focus on a single market and its essentials first before plunging into various other markets. This will help you learn from the mistakes so that you can implement the solutions while expansions.

 

  • Managing Efforts from a Distance

It is sometimes impossible to manage efforts from distances. While globalizing in the market, markets like India, China, and UAE, it is difficult to manage the resources. But markets like Western Europe and North America are more manageable. It is always recommended that you leverage the local resources in this case.

 

  • Marketplaces are not for the premium products

The fact about the cross-border markets is that the international shoppers shop more from the local brands and markets.

Today, the premium brands are opening flagship stores on the various social commerce platforms and local markets.

Avoiding such pitfalls always helps but if you successfully aim to ace the global markets, launch an international site. This in all ways localizes the site, content, and products. Not necessarily, all the brands go by this rule and even if they do so, they still make commit these mistakes.