Martijn BertisenIndustry Director, Retail - Google UK/IE

Jellyfish Digital Journeys

How to create and implement an export strategy

$1.5tn 2014

Global e-commerce sales

Source: eMarketer, Jan 2014

The Internet is Borderless

Source: eMarketer, Jan 2014

The Internet is Borderless

$2tn 2016

Global e-commerce sales

$525.2bn

$58bn

$482bn

$342bn

→$597bn

→$71bn

→$404bn

→$856bn

2014→ 2016 $58bn →$68bn

$34bn→$46bnSource: eMarketer, Jan 2014

Asia will be the engine of growth

Years to Expand Outside of Domestic Market

Source: Press Search, Company Websites, OC&C analysis

41

6

3

6

32

32

2

16

1

24

6

19

New eCommerce players internationalise in years, not decades

Retail Content

TravelLeisure

£13bn

£45bn

2013

2020

Source: Market Reports by Vertical, OC&C analysis

UK ecommerce Exports£bn estimates

Online borderless trade will accelerate

eRetail

Digital Content Distribution

Demand Aggregators

Brand-Led Supplier Networks

Source: OC&C analysis

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The winners can come in many different shapes

Your proposition must be amazing

Google Confidential and Proprietary

First, make sure you have a good proposition

Next, have a plan

1. Prioritise markets & identify the easy wins

2. Consider testing with marketplaces

9. Invest behind the key markets

11. Reinvent your supply chain

10. Localise where it matters to customers

12. Develop a global view of customers

4. Develop and invest in a clear strategy to build awareness and drive traffic

5. Develop pricing strategy to profitably serve international markets

6. Organise to deliver your ambition

3. Determine the right multichannel approach for you

7. Establish the last mile solution

8. Invest in a scalable payments platform

The CEO’s Playbook to InternationalisationPrepare Grow LeadLaunch

Prioritize markets & identify the easy wins

The degree of market readiness is critical

Google Confidential and Proprietary

Do your research using real time data

Google Trends

8.2m customers | deliver to 237 markets |>60% of revenue

Localize where it matters to customers

Multi-Language sites & global delivery enable expansion

Google Confidential and Proprietary

Localize your language www.beautybay.com

Understand the local consumer

Country Insights Industry Insights

EXPORT STRATEGISTS

Consumer Barometer

Develop and invest in a clear strategy to build awareness and drive traffic

Google Confidential and Proprietary

Open University: fueling global education

Brand Building

eg PR, Events

Near Free Sources

eg Facebook, Twitter

Paid for Sources

eg PPC, banner advertising

Acquiring customers globally Global Market Finder

Ability to spot and respond fast to evolving demand

‘Selective’ and resource-light localisation

Cost effective routes to build awareness and customer volumes

Where can Google help?