While the key to global success in retail may be thinking local, the results of a new British survey reveal an extraordinary lack of local consideration from many retailers when going international.
The in-depth research, Passport to International Sales, was undertaken by Ingenico ePayments, the online and mobile commerce division of Ingenico Group.
Over half of respondents surveyed (54 per cent) indicated that they have only limited optimisation when it comes to international websites for mobile commerce. Almost 50 per cent of organisations indicated dissatisfaction with their current international mobile websites.
Other insights from the survey include a quarter (26 per cent) of online retailers do not tailor social media to territories or languages at all.
Regarding fraud, retailers generally see their fraud management as fit-for-purpose, but 28 per cent are dissatisfied with their set-up.
Only 9 per cent of eCommerce merchants are very satisfied with their international logistics.
Meanwhile, over two-thirds (69 per cent) of respondents believe localisation is very important or vital to success.
On the subject of payments, 67 per cent of retailers tailor their payment options to each territory to some degree.
Localisation, logistics, payment, mobile and multichannel, social and fraud prevention form these six critical pillars of online retailing that must be addressed in an international strategy, according to Ingenico ePayments.
“The advantages of selling abroad are clear and plentiful, but to achieve long-term success, merchants must also address the risks and the layers of complexity involved,” commented Julian Wallis, UK country manager at Ingenico ePayments.
“Payments technology is often considered at the end of the international expansion strategy. But it is important to realise that a solid and secure payments strategy is embedded in every step of the expansion plan, not just at the final step of the checkout.”
© 2016 European Supermarket Magazine – your source for the latest retail news. To subscribe to ESM: The European Supermarket Magazine, click here.
