{"id":1132,"date":"2016-07-20T00:00:00","date_gmt":"2016-07-20T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1132"},"modified":"2016-07-20T00:00:00","modified_gmt":"2016-07-20T00:00:00","slug":"brexit-presents-promising-opportunities-for-eu-e-retailers","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/brexit-presents-promising-opportunities-for-eu-e-retailers\/","title":{"rendered":"\u2018Brexit\u2019 Presents Promising Opportunities for EU E-Retailers"},"template":"","blog_categories":[7,5],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1132","blog","type-blog","status-publish","hentry","blog_categories-international-business-strategies-europe","blog_categories-international-business-strategies"],"acf":{"blog_short_description":"Europeans may soon stop shopping at UK e-commerce sites. That\u2019s an advantage EU companies should seize.","news_inline_styles":"","blog_video_id":"","article_body":"

\u201cBrexit means Brexit.\u201d<\/i><\/p>\n

So sayeth Theresa May, who was recently confirmed as Britain\u2019s 56th Prime Minister. It\u2019s clear May and her political allies will move forward with activating Article 50, which will formally trigger the UK\u2019s two-year-long divorce process with the European Union. However, it remains quite unclear what the UK \/ EU post-Brexit relationship will look like in 2018.<\/p>\n

One thing is all but certain: if the UK and EU don\u2019t reach a free trade agreement, the dominant influence of the UK\u2019s e-commerce sector on the European continent will wane. Currently, European markets represent more then 50%<\/a> of UK e-retailer exports. More significantly, these comprise one-fifth of the UK\u2019s online retail economy\u2014or more than 6%<\/a> of the UK\u2019s GDP.<\/p>\n

In this scenario, consumers on the European continent simply won\u2019t spend as much on UK e-commerce sites, due to tariffs and customs fees. Cross-border sales will be pricier and more complicated. This will likely put a dent in the UK\u2019s current standing as the world\u2019s third-largest e-commerce market<\/a>, and its projected global e-commerce share of nearly 20%<\/a> by 2019.<\/p>\n

It will also likely impact over 3 million UK jobs<\/a> linked to exporting products to the EU.<\/p>\n

As we\u2019ve previously reported<\/a>, this is bad news for UK e-retailers. But it\u2019s a glowing opportunity for retailers in the EU.<\/p>\n

Don\u2019t Mind the Gap\u2014Fill It<\/h2>\n

If European customers avoid pricier post-Brexit UK products, a hearty chunk of the UK\u2019s \u20ac174 billion ($191.5 billion)<\/a> B2C e-commerce market may be up for grabs. Savvy continental retailers can pull up the slack by courting regional consumers with e-commerce sites, published in those customers\u2019 languages of choice.<\/p>\n

As one Berlin-based CEO recently wrote<\/a>: \u201cFor e-retailers, that is only a bit of translation and click away\u201d to win the wallets of online consumers in the EU.<\/p>\n

And there\u2019s plenty to win. European e-shoppers spent an average of \u20ac1,540<\/a> online last year. Currently, more than 65 million Europeans buy online from other EU countries. But the potential EU market, a Swiss e-commerce association<\/a> reports, is much larger: around 685 million people.<\/p>\n

Indeed, as one Fortune<\/i> contributor wrote last month<\/a>, \u201cThe European Union will probably be the biggest winner\u201d in the days following Brexit.<\/p>\n

\u201cFinally, Germany and France can move forward in their long-standing goal to create a unified world power\u2014one that can stand up to the U.S., China, and Russia,\u201d the contributor wrote. \u201cA common foreign policy, a common central bank, a common defense network, and a common fiscal policy are finally back on the table with the UK out of the picture.\u201d<\/p>\n

Tips to Engage Continental E-Customers<\/h2>\n

So what\u2019s the smartest way for EU-based retailers to prepare for a post-Brexit e-commerce landscape? If they haven\u2019t already, launching e-commerce experiences in multiple languages<\/b> is critical. There\u2019s no more immediate or authentic way to build consumer trust and streamline the transactional experience. <\/p>\n

Accommodating locally-preferred payment methods <\/b>on these sites is important, too. Europeans\u2019 buying habits are different from market to market<\/a>, as are their preferred payment platforms.<\/p>\n

One of our retail clients launched an e-commerce site to serve the Netherlands. The translated site was performing adequately, but when we integrated support for the locally-popular iDeal e-wallet platform, sales surged. We quickly saw iDeal\u2019s share of revenue rise to over 275% of what credit card-based payments were generating.<\/p>\n

The takeaway: Dutch consumers were visiting the site, but weren\u2019t ready to take the plunge and buy products until the site offered their preferred payment method.<\/p>\n

And whenever possible, companies should transcend conventional content translation and leverage the power of localization<\/b>\u2014content with verbiage and verve that\u2019s designed to resonate with consumers in specific markets.<\/p>\n

This approach provides a sense of authenticity that really generates results. It can be used for Conversion Rate Optimization (CRO), to offer local promotions, build brand trust, and much more. Companies that localizations in these ways achieve an average 50% increase in conversion rates, we\u2019ve found. <\/p>\n

* * *<\/p>\n

Read more of our Brexit coverage:<\/b><\/p>\n

Will the \u2018Brexit\u2019 Bruise UK E-Commerce?<\/a><\/i><\/p>\n<\/p>\n

\u2018Brexit\u2019 Upside: Short-Term Gains Await UK Manufacturers<\/a><\/i><\/p>\n","article_body_code":"","news_image":{"ID":11324,"id":11324,"title":"Hero_Opportunities-for-EU-E-Retailers-100.jpg","filename":"Hero_Opportunities-for-EU-E-Retailers-100.jpg","filesize":62550,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_Opportunities-for-EU-E-Retailers-100.jpg","link":"https:\/\/www.motionpoint.com\/blog\/brexit-presents-promising-opportunities-for-eu-e-retailers\/hero_opportunities-for-eu-e-retailers-100\/","alt":"","author":"2","description":" \t","caption":"","name":"hero_opportunities-for-eu-e-retailers-100","status":"inherit","uploaded_to":1132,"date":"2016-07-20 00:00:00","modified":"2016-07-20 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