{"id":732,"date":"2016-03-08T00:00:00","date_gmt":"2016-03-08T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=732"},"modified":"2016-03-08T00:00:00","modified_gmt":"2016-03-08T00:00:00","slug":"3-must-watch-online-trends-for-global-retailers","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/3-must-watch-online-trends-for-global-retailers\/","title":{"rendered":"3 Must-Watch Online Trends for Global Retailers"},"template":"","blog_categories":[5,15],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-732","blog","type-blog","status-publish","hentry","blog_categories-international-business-strategies","blog_categories-website-translation"],"acf":{"blog_short_description":"Which digital trends should inform your company\u2019s global expansion efforts? Learn more in our exclusive report.","news_inline_styles":"","blog_video_id":"","article_body":"

Expanding into new international online markets is, and will remain, a smart play for most companies. As AT Kearney recently wrote<\/a>, \u201cAcross the world, shoppers are buying more products online \u2026 so there is clearly an opportunity (for expansion).\u201d The consultancy firm added: \u201cIn many fast-growing emerging markets, the Internet is the safest, fastest way to get products from international brands.\u201d<\/p>\n

We\u2019ve long championed this low-risk approach to retail expansion. Companies can easily and cost-effectively deploy translated websites in new markets to establish digital \u201cbeachheads\u201d for their brands, gauge consumer interest, and sell more products to engaged consumers.<\/p>\n

But what are the most important digital trends that are currently unfolding in online markets? Which ones should inform your company\u2019s global expansion efforts? <\/p>\n

We recently examined the performance of five MotionPoint-powered global websites to find out. These sites serve the U.S., European and Chinese markets. Three of the companies are apparel e-retailers; the other two manufacture and sell cosmetics. These insights feature exclusive data and analysis by Victoria Bloyer, an Online Global Strategist on our Global Growth team.<\/p>\n

Here are three online trends your company should watch:<\/p>\n

Mobile and Tablets: The Genie\u2019s Out of the Bottle<\/h2>\n

In the upcoming 18 months, mobile traffic will continue to conquer desktop traffic, as expected. (Mobile website traffic blew past desktop web traffic in 2014<\/a> and hasn\u2019t looked back.) However, some analysts suggest that revenue generated from mobile and table users will soon eclipse desktop revenue in several e-commerce sectors.<\/p>\n

\u201cWe have seen a greater confidence in consumers shopping on mobile,\u201d one e-commerce exec<\/a> recently told Econsultancy<\/i>. \u201cI think this will continue in 2016, so I would expect to see some background improvements in mobile conversion rates, over and above those produced by any CRO (conversion rate optimization) activity.\u201d<\/p>\n

This jibes with a recent Gartner report cited by a Multichannel Merchant<\/i> contributor<\/a>, which predicted that by next year, mobile commerce will drive half of all U.S.-based digital commerce revenue. Indeed, nearly one-third of Americans<\/a> have made a purchase on their mobile devices.<\/p>\n

Phones and tablets are powerful sales-engagement tools. According to that Multichannel Merchant<\/i> writer, when apparel retailer American Eagle implemented a mobile-based chat feature for its m-commerce experience for its mobile-first target audience, over half of these inbound consultation-seeking chats were related to sales.<\/p>\n

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By next year, mobile commerce will drive half of all U.S.-based digital commerce revenue.<\/p>\n<\/blockquote>\n

MotionPoint has certainly seen the remarkable rise of mobile and tablet traffic, transactions and commerce in the global sites it operates for clients. Presently, 35% of all sessions for the five cross-continent clients we examined hail from a mobile phone. Tablets represent about another 20%.<\/p>\n

Interestingly, average conversion rates are nearly 115% higher on tablets. (2.86% for tablets, versus 1.34% for mobile.) Bounce rates are 5-10 percentage points lower on tablets than on smartphones.<\/p>\n

\u201cThis reflects a worldwide trend that we\u2019ve been seeing for years,\u201d Victoria explains. \u201cIt\u2019s commonly called \u2018smartphones are for browsing, and tablets are buying.\u2019 Users are doing most of their product browsing on their phones, consider the purchase, and then return on their tablets to buy the items.\u201d<\/p>\n

Indeed, in a separate study of the German market, MotionPoint observed that tablet-based conversions are well over 90% those of smartphones, and have been for years. Independent reports<\/a> also corroborate this.<\/p>\n

\u201cSince so much browsing is conducted on phones,\u201d Victoria advises, \u201cthis strengthens the case for not only launching translated mobile websites for global markets, but making them mobile-responsive. Providing mobile-friendly detailed pictures and item descriptions will make a huge difference for shoppers, particularly if it helps them making a buying decision later.\u201d<\/p>\n

Social Media: Astonishing Worldwide Growth <\/h2>\n

Thanks to an ever-increasing number of smartphone owners in mobile-first emerging markets, global social media adoption has surged in recent years. This won\u2019t slow down. According to Social Media Today<\/i><\/a>, Statista<\/a>, Facebook<\/a> and Smart Insights<\/a>:<\/i><\/p>\n