50
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
T 212.299.3570
www.fiftyone.com
Raimundo Martinez : Executive Vice President
T 786.845.8828
www.globalshopex.com
Richard B. Lyons : CEO & President
T 312.506.2015
www.lyonscg.com
Andrew Ruggeri : Vice President, Ecommerce
T 315.361.3254
www.Oneida.com
Thank You
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