{"id":448,"date":"2015-07-22T00:00:00","date_gmt":"2015-07-22T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=448"},"modified":"2015-07-22T00:00:00","modified_gmt":"2015-07-22T00:00:00","slug":"cross-border-e-commerce-is-thriving-is-your-site-doing-it-right","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/cross-border-e-commerce-is-thriving-is-your-site-doing-it-right\/","title":{"rendered":"Cross-Border E-Commerce Is Thriving. Is Your Site Doing It Right?"},"template":"","blog_categories":[4,107],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-448","blog","type-blog","status-publish","hentry","blog_categories-e-commerce","blog_categories-translation-technology"],"acf":{"blog_short_description":"Judicious expansions into new markets gives companies ample time to generate ROI, and learn the nuances of international marketing. We provide some best practices that can lead to success.","news_inline_styles":"","blog_video_id":"","article_body":"

Earlier this month, Rick Barbari of Digital River hosted a compelling webinar<\/a> on a topic that\u2019s certainly near and dear to us at MotionPoint: How to Optimize Your E-Commerce Site for the Cross-Border Consumer.<\/i><\/p>\n

Digital River<\/a> offers e-commerce and online payments services; Barbari is a group VP there. During the webinar, he painted a vivid picture of the international e-commerce space, and how it\u2019s becoming crucial for companies to embrace new markets \u2013 particularly in those markets\u2019 preferred languages \u2013 to boost market share and revenue.<\/p>\n

\u201cThe cross-border consumer to an online retailer is an incredibly important market segment,\u201d Barbari told attendees, \u201cand whether they intended to be or not, they really are open for business to them.\u201d<\/p>\n

Quantifying the Opportunity<\/h4>\n

Digital River certainly has a unique perspective on the space. Babari said the company processes over $53 billion in payments, many of them cross-border, from such clients as Panasonic, Spotify and Microsoft.<\/p>\n

The company recently partnered with PYMNTS.com to create the X-Border Payments Optimization Index<\/i>, an online resource providing advice about, and identifying gaps in, cross-border online shopping experiences. It evaluates over 150 e-commerce sites in 10 countries, in nine industry categories.<\/p>\n

Most e-retailers aren\u2019t fully prepared to accommodate international shoppers, the Index <\/i>found. Thankfully, creating a welcoming experience for these new customers is often a straightforward process.<\/p>\n

\u201cThe key point is that merchants need to be aware they are serving the cross-border consumer,\u201d Barbari pointed out, \u201cand they need to make a deliberate decision about whether they want to do so.\u201d<\/p>\n

The MotionPoint Perspective<\/h2>\n<\/p>\n
\"\"<\/figure>\n

Barbari\u2019s webinar pointed out a few retail industries that performed poorly in the Index\u2019s <\/i>eyes, but one sector consistently stood as an overachiever: travel websites. One travel site scored a 94!<\/p>\n

Have Site, Will Travel<\/h4>\n

Thanks to the built-in international customer base, \u201cthe travel segment has done a more aggressive job of removing friction\u201d between customers, content and transactional experiences, Barbari explained.<\/p>\n

This jibes well with MotionPoint\u2019s experience localizing and optimizing international sites for the biggest brands in travel. The travel sector doesn\u2019t just understand the value of providing online experiences in multiple languages; it\u2019s especially progressive in pushing that localized content to those new customers\u2019 devices of choice.<\/p>\n

In the case of one of our travel clients \u2013 an international airline that serves U.S. Hispanic and Latin American markets \u2013 MotionPoint created a Spanish-language mobile site for booking, updates and more. It was a smart play indeed, considering these users use the mobile web more often than the U.S. average<\/a>.<\/p>\n

The results of this progressive cross-border business tactic was immediate, sustained and astonishing. Mere weeks after the Spanish mobile site was launched, the airline\u2019s total Spanish site traffic (across desktop and mobile) grew 80%. Revenue from Spanish mobile users rose 363%. Now the airline generates more revenue in one day than it costs to operate the Spanish mobile site for an entire year.<\/i><\/p>\n

Localize, Localize, Localize<\/h4>\n

According to Barbari, websites fully embracing cross-border best practices should be available in at least six languages. (Which languages depends entirely on where the company wishes to expand online.) Again, this closely aligns with MotionPoint\u2019s ethos. We recommend a thoughtful and deliberate approach to identifying ideal international markets … and even provide help with that identification when clients or prospects ask.<\/p>\n

We believe that methodical, judicious expansions into new markets gives companies ample time to generate ROI, and learn nuances in international marketing. These best practices can then be leveraged into additional markets when appropriate.<\/p>\n

A few years ago, MotionPoint analyzed the characteristics of what made localized websites successful \u2013 both in the short- and long-term. It became clear that about one-third of a localized site\u2019s value came from having that site available in a market\u2019s language of choice. That\u2019s a powerful \u2013 and mission-critical \u2013 foundation, should companies wish to succeed.<\/p>\n

However, the remaining two-thirds of value hails from other localizations and optimizations \u2013 things often overlooked by companies and other vendors. Thankfully, Barbari identified some of these important points during his webinar.<\/p>\n

Local Currencies and Payment Types <\/h4>\n

Money matters and friction-free transactional experiences are vital to a company\u2019s primary-market site (which is often in English). Why wouldn\u2019t those characteristics be any less important for a company\u2019s international sites?<\/p>\n

Barbari spoke to these points. Displaying local currencies is vital to generating customer trust, he said. \u201cConsumers in this scenario are often prone,\u201d he explained, \u201cbecause they have no other choice to go to the chargeback.\u201d<\/p>\n

Also critical is supporting a market\u2019s preferred payment methods, Barbari said. Common payment types in some markets (such as PayPal) may have lower adoption rates in others. Still others have unique payment platforms such as iDEAL in the Netherlands, or Alipay in China. <\/p>\n

Digital River recently wrote about this topic<\/a>. \u201cAccepting local cards makes sense from both a customer and a processing perspective,\u201d it said. \u201cOnline e-commerce merchants who accept the most popular alternatives \u2013 such as real-time Internet Bank Payments, Electronic Fund Transfers and Mobile Payments \u2013 can generate significant sales lift.\u201d<\/p>\n

MotionPoint\u2019s data and research absolutely supports Barbari\u2019s points. For months, one of our e-commerce clients in China accepted credit cards exclusively. But after integrating Alipay support, revenue increased. Soon, a full one-third<\/i> of its site revenue hailed from Alipay transactions. (Alipay holds the largest market share of e-wallet solutions in China, with over 500 million registered account holders.)<\/p>\n

Yet another MotionPoint client who recently expanded online into China also saw remarkable lifts in revenue and traffic, post-Alipay integration. Its conversion rate grew by 217%, the quantity per transaction increased by 33%, and revenue grew 210%. Return visits went through the roof.<\/p>\n

Customers buy more, and return more often, when local currencies and payment types are supported.<\/p>\n

And More\u2026<\/h4>\n

Barbari provided even more thoughtful best practices during the live webinar. Learn more what he said over at <\/a>Internet Retailing<\/a>.<\/i><\/p>\n<\/p>\n

Curious to learn more about how your company can optimize its international efforts to generate more brand loyalty and revenue? Contact us<\/a>, or discover how we\u2019ve helped hundreds of companies<\/a> dazzle new customers and generate ROI.<\/i><\/p>\n","article_body_code":"","news_image":{"ID":4484,"id":4484,"title":"Hero_Cross-Border.jpg","filename":"Hero_Cross-Border.jpg","filesize":118323,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_Cross-Border.jpg","link":"https:\/\/www.motionpoint.com\/blog\/cross-border-e-commerce-is-thriving-is-your-site-doing-it-right\/hero_cross-border\/","alt":"","author":"2","description":" \t","caption":"","name":"hero_cross-border","status":"inherit","uploaded_to":448,"date":"2015-07-22 00:00:00","modified":"2015-07-22 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