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Digital Strategies for eCommerce: Exploring the eCommerce Sales Channels Trade Assistance Breakout Session Tuesday May 18 th 2021
Transcript

Digital Strategies for eCommerce:Exploring the eCommerce Sales Channels

Trade Assistance Breakout SessionTuesday May 18th 2021

Let our global network work for you.

The world is open for your business.

Our global network of experienced trade professionals is located throughout the United States and in U.S. Embassies and Consulates worldwide.

Our Services

Export Counseling• Develop effective market entry and sales strategies. • Understand export documentation requirements and import regulations of foreign markets. • Navigate U.S. government export controls, compliance and trade financing options.

Market Intelligence• Analyze market potential and foreign competitors. • Obtain useful information on best prospects, financing, laws, and cultural issues. • Conduct background checks on potential buyers and distributors.

Business Matchmaking• Connect with pre-screened potential partners. • Promote your product or service to prospective buyers at trade events worldwide. • Meet with international industry and government decision makers in your target markets.

Commercial Diplomacy• Overcome trade obstacles to successfully enter international markets. • Benefit from coordinated U.S. government engagement with foreign governments to protect U.S. business interests.

Light green - Open Office(virtual services with limited delays)Yellow - Open (virtual services with significant delays)Red – Closed

Grey - Vacant / UnstaffedWhite - Other/No data

We are where you are, and where you want to be

0 100,000200,000300,000400,000500,000600,000700,000800,000

Food manufacturingBeverage and tobacco product manufacturing

Textile mills

Textile product mills

Apparel manufacturing

Leather and allied product manufacturing

Wood product manufacturing

Paper manufacturing

Printing and related support activities

Petroleum and coal products manufacturing

Chemical manufacturing

Plastics and rubber products manufacturing

Nonmetallic mineral product manufacturing

Primary metal manufacturing

Fabricated metal product manufacturing

Machinery manufacturing

Computer and electronic product manufacturing

Electrical equipment, appliance, and component…

Transportation equipment manufacturing

Furniture and related product manufacturing

Miscellaneous manufacturing

U.S. eCommerce Value of Shipments 2016 vs 2017

Source: Census eStatsComparison of Yearly Data of Industry by NAICS

Proto Labs Inc.Specialized manufacturer of prototypes and production parts

• Several types of custom manufacturing are offered online with fast turn-around

• Their website allows uploads of product specifications and receive real-time quotes and specifications updates

• “Our top priority is to continue to evolve our sales approach and engagement with our customers to drive revenue growth”

Digital Strategy Case Study: Specialized Manufacturer

Sonny’s Direct (Tamarac, FL)Largest manufacturer of conveyor car wash machines

• In 2015 began exploring technology to enhance customer online experience

• By 2017 Sonny’s recorded a 21% increase in average order value, and a 12% increase in orders per day

• The new technology upgrades addressed two key reasons for visiting the site: learning and shopping (accomplished with SEO).

Digital Strategy Case Study: Machinery Manufacturer

Source: Statista, eCommerce Worldwide Study

1. Lack of Business Digital Strategy & Knowhow• Solutions: CS Digital Strategy Counseling

2. Lack of eCommerce Service Provider Awareness• Solution: eCommerce Business Service Provider Referral

3. Help identifying non-tariff barriers• Solution: Traditional Counseling

4. Shipping/Logistics Costs• Solution: Traditional Counseling

5. Online Payment Solutions• Solution: Traditional Counseling

Top eCommerce Business Issues We Can Help With

Trade.gov/eCommerce Explore eCommerce Resources

Resources- Online Market Research

1. Defining your objectives and strategy.

2. Search Engine & Mobile Optimization

3. Examine your internal needs around your backend digital infrastructure.

4. Choose the right channel mix.

5. Establish KPIs to maximize dmROI and conversion rate.

5 STEPS TO A DIGITAL STRATEGY

Your Website• Own Data & Design• Full Content Control• Full Pricing Control• Must Do SEO• Will Require Service Providers

Thru #SocialMedia• Build Brand Following• Connect Directly With Consumers• Promote Thought Leadership• Boosts Website SEO• Results Vary• Local Social Media Rep Recommended• Requires Constant Monitoring• Sales Dependent On Activity

On Online Marketplaces• Reach More Consumers• Payment Received in Other Currencies• Can Help With Market Entry• Boosts Website SEO • Service Interoperability Varies• Lots of Competition• Lack of Control of Customer Data• Returns & Disputes

Sell to 3rd Party In-Country Distributor • Quickly and Cheaply Establish Brand

Presence• Immediate Purchase of Product• Fewer Transactions• Boosts Website SEO• Requires Interested Distributor• Requires Online/SEO Savvy Distributor• Smaller Margins

The eCommerce Sales Channels aka “Omnichannel”

https://www.trade.gov/website-globalization-review-gap-analysis

https://www.trade.gov/ecommerce-bsp-directory

WGR Gap Analysis Report identifies areas for technical and “business process” improvement, and the eCommerce BSP Directory provides the service providers that can fix those areas identified as needing improvement.

Website Globalization Review (WGR) Gap Analysis Service

Learn More About the WGR Gap Analysis Service:

https://www.trade.gov/website-globalization-review-gap-analysis

WGR Gap Analysis Service FAQ:

• This is a SEO diagnostic service designed to help you acquire more internationalconsumers online

• Available only to business clients of US Commercial Service/USFCS

• As a service, is part of greater Digital Strategy work with your local CS Trade Specialist

Rural-Focused Business Program: R.A.I.S.E.

Connect with the Rural Export Center• [email protected]• https://trade.gov/rural-export-center

RAISE Program Brought to you by:

1 on 1 market intelligence by industry and country Target Market Matrix developmentPotential partner list ranked by your criteriaWGR Gap Analysis service included Follow-on coaching and export counseling

Information: https://www.exim.gov/wtmRegistration Link: https://tinyurl.com/yn6vcmbe

Upcoming USG Webinars

Free- Registration Required

May 20th “Digital strategy for the global marketplace”

May 27th “Logistics of growing global ecommerce”

WEBINARS START 2pm ET

Go Global Webinar Series Brought to you by:

Contacts :

James Bledsoe [email protected]

U.S. Commercial Service in Advanced Manufacturing Team https://www.trade.gov/advanced-manufacturing-industry

Quick Resources:Explore eCommerce Resources:

https://www.trade.gov/ecommerce

Rural Business RAISE Program: https://www.trade.gov/raise

eCommerce Business Service Provider (BSP) Directory: https://www.trade.gov/ecommerce-bsp-directory

Thank You!


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