Rich Lyons CEO & President, lyonscg

Andrew Ruggeri Vice President, Ecommerce, Oneida

Kris Green Chief Strategy Officer, FiftyOne

Raimundo Martinez Executive Vice President, GlobalShopex

Selling Internationally Going Global with Magento

Introductions

Opportunity: Why International?

Challenges

Preparation & Best Practices

Options

Results

Next Steps

Q&A

Agenda

we are an ecommerce strategy, design, development, hosting & support company…

When, Where

• Founded in 2003 • 150+ professionals globally • Chicago, IL – HQ with all functions • Rockford, IL – support and development • Dallas, TX – development • International – support and development

Why, How

• Customer-centric in all we do • Build long term relationships • Decision making from the client’s POV

Who

• From startups to global brands • 100+ customers implemented • 50+ currently hosted or supported

Buzz • Inc. 5000 in 2008, 2009 and 2010 • Magento “Innovator of the Year” for 2010 • Recognized by Forrester as top US

Magento systems integrator

eCommerce Leadership • #1 implementer of Magento in North

America

The Difference • We guarantee our work • Every project, every time

• Founded in 1880, Oneida designs, sources,

markets and distributes flatware and dinnerware

in the consumer and foodservice industries

throughout the world

• Oneida’s markets include North America, Latin

America, Europe, Middle East, Africa, and Asia

• Oneida is the #1 tabletop brand in North America

and has become one of the most globally

recognized brands with a large installed

customer base

• Global Ecommerce Enabler

• 1999: E4X 2007: FiftyOne

• “Selling” v “Shipping”

• Enabling, facilitating and

stimulating global

ecommerce… – …for 100+ U.S. ecommerce storefronts

– …with ~40M SKUs for sale

– …in 100+ countries

– …in 40+ currencies

Founded in 1999, Headquarters and Distribution Center in Miami

FREE Cart to Cart and Web-Service model to 200 countries

Logistics / Freight Forwarder Division regulated by TSA, shipping directly

to Canada, Latam, Europe and Australia.

Marketing Network with major international online portals and banks such as

Citi, HSBC, Santander, BBVA, Itau, Paypal, Terra and own GlobalShopexMall.

International Ecommerce Checkout & Shipping Solution

Opportunity:

Why International?

• Internet penetration rates and connection speeds

• Mobile device proliferation

• Increasing consumer comfort with web security

• GDP growth per capita in emerging markets

• Increasingly global product branding fueling demand

• Online content and media informing and empowering

the consumer

• Favorable FX in many countries

Fundamentals Strong

How big is the Opportunity for US Merchants

Sources: eMarketer 2011 Global E-Commerce Forecasts and Statistics, Goldman Sachs eCommerce Report

• Big increase in number of international visitors each year

• 25% increase in traffic from countries outside the US from

2009 to 2010

• Time spent on the site by those visitors was more vs. U.S.

traffic, and many went to the FAQ section

(we assumed they were looking for shipping options)

• Feedback from Customer Service department on inquiries for

international shipping options

• Huge brand recognition throughout the world.

Challenges

Challenges

• How do we capitalize in turning these visitors

into sales?

• We did not have the infrastructure to:

handle local currency

calculate duty and taxes

process payment

ship and fulfill

Challenges

Preparation & Best

Practices

• Focus on opportunities in large markets & evaluate your

products for those markets

- Shipping Cost / Value of Product

- Tariffs &Taxes Range by Country / Value of Product

• Collect product information

Preparation to go International

What to expect from International Shoppers

International delivery provides opportunity to increase revenue by 5% to 10%

1. Let International Customers Know You Are Open For Business

Best Practices

1. Let International Customers Know You Are Open For Business

2. Suppress Confusing or ‘Unavailable’ Site Content

Best Practices

1. Let International Customers Know You Are Open For Business

2. Suppress Confusing or ‘Unavailable’ Site Content

3. Show Prices The Way Consumers Are Used To Seeing Them

Best Practices

1. Let International Customers Know You Are Open For Business

2. Suppress Confusing or ‘Unavailable’ Site Content

3. Show Prices The Way Consumers Are Used To Seeing Them

4. Less is More

Best Practices

1. Let International Customers Know You Are Open For Business

2. Suppress Confusing or ‘Unavailable’ Site Content

3. Show Prices The Way Consumers Are Used To Seeing Them

4. Less is More

5. Offer Flat Rate Shipping

Best Practices

1. Let International Customers Know You Are Open For Business

2. Suppress Confusing or ‘Unavailable’ Site Content

3. Show Prices The Way Consumers Are Used To Seeing Them

4. Less is More

5. Offer Flat Rate Shipping

6. Be Opportunistic re: Focus Markets

Best Practices

Curr Region 2008 2009 2010 2011 2012

CAD Canada C$ 115 C$ 102 C$ 135 C$ 112 C$ 102

AUD Australia A$ 125 A$ 115 A$ 155 A$ 115 A$ 100

GBP UK £ 55 £ 74 £ 68 £ 67 £ 67

EUR Europe € 74 € 67 € 78 € 73 € 79

RUB Russia R 2600 R 2400 R 3500 R 3000 R 2900

HKD Hong Kong HK$ 820 HK$ 830 HK$ 810 HK$ 820 HK$ 830

SGD Singapore S$ 152 S$ 142 S$ 150 S$ 140 S$ 134

USD$100 Cart

• Low Shipping Rates and Taxes & Duties

• Local Customer Support

• Conversion and Shopping Cart Abandonment Rate

• Cancellation Rate: Back Orders, Payment Problems,

and Fraud

• International Returns

• International Local Marketing

Best Practices

Options

Options • Ship Directly – FedEx or UPS or USPS

• Do It Yourself

• Partner:

Global Shopex Option: Start Simple

• Platform

• IP Geolocation

• Multicurrency Display

• Multi-country Merchandising

• Export/Import/Logistics

Management

• Customs

• Fraud & Payment

• Returns

FiftyOne Global

Ecommerce

Results

• 26% conversion rate

• Profitable – 28% increase in bottom-line

• Increased to 3% of total business

International Results

Canada

Australia

United Kingdom

New Zealand

Columbia

Norway

Spain

Japan

Netherlands

ROW

FiftyOne

Community

View

Next Steps

Next Steps

• Turn the lights on

• Build versus Partner

• Launch in stages, reinvest as business grows

• Dedicate resources

Q&A

Kris Green : Chief Strategy Officer

kris@fiftyone.com

T 212.299.3570

www.fiftyone.com

Raimundo Martinez : Executive Vice President

rmartinez@globalshopex.com

T 786.845.8828

www.globalshopex.com

Richard B. Lyons : CEO & President

rlyons@lyonscg.com

T 312.506.2015

www.lyonscg.com

Andrew Ruggeri : Vice President, Ecommerce

Andrew.Ruggeri@oneida.com

T 315.361.3254

www.Oneida.com

Thank You

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