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Latin america e-exporting
- 1. Latin America - Exporting in the digital age: Helping UK companies to succeed globally Charlie Ruigrok – Digital Trade Adviser
- 2. The e-Exporting Programme To encourage and empower companies to expand international online sales. •Own Website •B2C e-marketplaces. Newegg, Xiu.com, LASO, Tmall (Global), Vip.com, Mercado Libre, Spree, La Redoute, Amazon Japan and more. •Flash/Private sale sites •B2B e-marketplaces and brand awareness 2
- 3. Meet your Customers Online The world is shrinking by the day – borders are no longer a hindrance to shopping – smart phones are the great enabler Online cross-border trade is passed a tipping point – it is a natural part of consumer buying Be visible Build Trust Deliver great individual customer service Have a great product or service 3
- 4. Identify Opportunities Research & Country profiling to look at the digital landscape and specific Markets. Other free to use tools: •Google Trends •Google Consumer barometer •Google Keyword Planner •Google Analytics •PayPal Passport – Country profiles tool •Santander Trade portal – Country profiles repots and analysis 4
- 5. Meet your Customers Online 5 Source: IMF WEO 10/15
- 6. Meet your Customers Online 6 Source: Internet World Stats www.internetworldstats.com
- 7. Latin America has 345 Million Internet Users
- 8. Meet your Customers Online 8 Source: eMarketer & allpago research
- 9. 9 Source: Com8core Media Metrix June 2014
- 10. Internationalising your site •Domain Structure .br or com/br?? •Using the local language (all content needs to be professionally translated) including content and the HTML tags / meta data •Using metric measurements relevant to that country •Including currency converters or pricing in local currencies •Providing information on duties and taxes in each markets •Making sure your contact form can accept special characters and that it is suitable for your target country •Multiple sitemaps for each country to submit to search engines •What is the country split of mobile and desktop, is the site optimised for this? •Adding country codes to phone numbers on the website •You need to check your payment gateway accepts all international transactions as well as investigating if credit card 10
- 11. Traffic drivers: Google Shopping Ads (PLA) US UK Australia Germany France Japan Italy Netherlands Brazil Spain Switzerland Czech Republic 11 Austria Belgium Canada Denmark India Mexico Norway Poland Russia Sweden Turkey
- 12. Are Emarketplaces right for you? 12 • Access to customers in a trusted environment • You keep control of the brand • Fully integrated IT and stock control • You keep control of pricing • Full retail price less listing and transaction fees • Excellent way to test the local demand for your products • Build valuable research into customer behaviour • Counter seasonal in antipodean markets
- 13. Mercardo Libre In Numbers 13 • 144.6 Million registered users • 7.0 Million vendors • 20.0 Million buyers • 2000 Searches per second • 2.5 purchases per second • 80% of sales = new products In 2015 US$ 7.2 Billion in sales 128 million articles sold US$ 5.2 billion collected via Mercado Pago
- 14. Mercardo Libre In Numbers 14 12 Countries • 91 % of Latams Population • 96% of Latams Wealth AR+BR+MX • 69% of MELIs Population • 72% of MELIs Wealth
- 15. Access to Mercado Libre 15
- 16. How does it work? 16 •E-tailer in UK •Provides Mercado Libre catalogue of products •Including photos •Product description •Customs information •FOB UK Price •Through an API integrate stock system with MeLi’s •Mercado Libre •Receives information and converts it to content for its 12 sites •Results in: •detailed listing in each country’s language •(and variations of language) •Different prices to reflect costs to import into that country •In each country’s currency •With each country’s financing options •Local credit cards, installments, etc.
- 17. Language - Does not compute You might have trouble choosing out of these cute personality styled One Direction band members - Harry, Niall, Louis, Liam and Zayn each come with their own personally styled fashion outfits. Perfect for all fans of 1D! Collect all 5 members of the band. 1 doll supplied. = 你可能有麻烦选择这些可爱的个性风格的单向乐队成员 - 哈利 ，尼尔，路易斯，利亚姆和 Zayn 都配有自己的风格的个人时 尚服装。完美的一维的所有球迷！ 收集带的所有 5 名成员。 1 娃娃供应。 = You may have trouble selecting these personality style one- way band members - Harry , Neil , Louis, Liam and Zayn are equipped with their own fashion personal style . Perfect for all fans of one-dimensional ! Collect all five members of the band . 1 baby supplies. 17
- 18. Localised One of the great advantages of using an e-marketplace is that it is truly local. The marketplace will offer local currencies, local payment methods, suitable delivery methods for that country and will comply with all the local terms and conditions. Many have their own payment methods such as PayPal (eBay), Alipay (Alibaba, Tmall, Taobao) and MercadoPago (Mercado Libre). To appeal to local customers and to be found in local search engines you will have to have local language product listings – most e- marketplaces insist on this and will help You may need to select your products to appeal to local cultures and local tastes, including updating the messages, the copywriting and the images. International customers are more likely to buy from you if you do this 18
- 19. How does it work When Someone Buys? 19 •E-tailer in UK 1) Customer buys a product from his country’s Meli page. 2) That triggers a request from the stock of the British e-tailer 3) E-tailer ships product to: a) Directly to customer b) Pentagon warehouse c) Meli warehouse in the UK •Mercado Libre 1)Relabels product according to destination country’s language and customs requirements 2)Consolidates each parcel in pallets for air freight to each country’s hub 3)Clears customs in each country paying duties 4)Deconsolidates cargo and ships to final address 5)Collects money 6)Transfers money to UK e-tailer
- 20. How does it work When Someone Buys? 20 Timings: •Three weeks for delivery anywhere in Latin America •Six weeks for collection Options •Partial listings •only in certain countries or •different products for different countries •Official shop for a given brand Costs: •6 month waiver •10-12% of sales price Bans: •Products that require country approvals •(cosmetics, food products, etc.)
- 21. The Maths =?? 21
- 22. 22 Other Routes To Consider Linio covers all of Spanish speaking S.America and are going to be pushing the cross border element of their marketplace in Q1 2016 but are keen to hear from prospective UK merchants in the meantime – follow link Amazon has a dedicated Amazon.mx (Mexico) Which Accounts for about 14% of visits from online shoppers (MiLI 31%) 49% Brazilian e-consumers have shopped from international sites of those 25% frequently visit Amazon.com* For Alibaba.com B2B global selling platform and launched in Latin America and appears in the top 10 selling websites for the countries in the region - michelle.chen@alibaba-inc.com Source: *comScore, 2015, **eBit Relatorio webshoppers 2014 In Brazil ebay is the second largest international website with about 27%** of unique monthly visitors and 13% in Mexico.
- 23. Questions? 23
- 24. Get in Touch Digital Trade Adviser Twitter: @Charlie_UKTI Charlie.Ruigrok@mobile.ukti.gov.uk www.exportingisgreat.gov.uk 24
Notes de l'éditeur
- The closer to owned channels the more margin rich Business costs like logistics need to be accounted for Owned website Costs – Traffic drivers (paid) Emarketplaces Different models FBA Dropship Flash Sales Retail & Distribution
- If you are working on an SEO strategy don’t assume that Google is the main search engine for every country. Russia (Yandex) China (Baidu) Japan (Yahoo) South Korea (Navar)
- As you can see in the title, Latin America is big, with over 600 million inhabitants vis-a-vis the EU´s 500 million and with two countries like Brazil (5th in world with 206 million) and Mexico (11th in world with 122million) with over 100 million each.
- As you can see in the title, Latin America is big, with over 600 million inhabitants vis-a-vis the EU´s 500 million and with two countries like Brazil (5th in world with 206 million) and Mexico (11th in world with 122million) with over 100 million each.
- First phase - you will have your products listed in Brazil, Mexico, Chile and Colombia and once we have tested the model we will roll it out to the remaining eight countries MeLi has presence Option 1 – Listing directly with Mercado Libre, fulfilling the goods directly to the final consumer in South America. ML doesn’t get involved, buyers pay for any duties and the returns are managed by the merchant in the UK. You don’t need to offer free return and it can be negotiated between buyer and seller. You will have to translate your listings and there are two ways of doing it: Manually translate your product titles and then machine translate the description or machine translate everything but it can be risky as your title can be translated into something else which will damage your listing’s performance Manually translate your titles and leave the description for MeLi to translate the description. (This will be machine translated) Option 2 – Integrate through Pentagon ( www.wearepentagon.com ) who is a mid-ware company and you will be managing your store through their systems. If you decide to go down this route you should contact Dilyana Gramadarova ([email_address] ) and their terms are: A) Pentagon managed services (the supplier of products is the merchant of record on the marketplace and pays for the marketplaces' fees as well as payment providers' fees and logistics): Technology and Implementation – Provision and management of the required technology, integrated to a number of marketplaces and a single integration to the products supplier's systems Listings services – Manual creation, optimisation, catalogue matching, localisation and translation Designs for listings pages Store Management - Ongoing management and trading of all marketplaces (They give the products' supplier an Account Manager from their team as a daily point of contact) Customer services in multiple languages Market research and regular KPIs Reporting Pricing: - One off implementation fee of around £2K per online marketplace (reduced total one off implementation fee if the products supplier starts with more than one channel); - On-going revenue share of around 5%; - Minimum services agreement: 12 months. B) Arcade managed services: Technology and implementation is provided by their own software called Hemisphere.( The management of the required marketplace is through Hemisphere which is integrated to a number of marketplaces on one side and to the products supplier's systems on the other side) Merchant Facilities – Arcade is the merchant of record and pays for the marketplaces' fees as well as payment providers' fees Listings services - Creation, optimisation, catalogue matching, localisation and translation Designs for listings pages Store Management – Ongoing management and trading of all marketplaces (They will allocate an Account Manager from their team as a daily point of contact) Pricing management – Currency conversion based on prices provided and funds repatriation as per an agreed schedule. The client determines the selling price Customer services in the respective languages Market research and regular KPI Reporting International logistics (through their partners) Pricing: - One off implementation fee of around £2K per online marketplace (reduced total one off implementation fee if the products supplier starts with more than one channel); - On-going revenue share of around 20%; - Minimum services agreement: 12 months. Phase two: Mercado Libre is finalising their partnership with a logistic provider here in the UK and the deal should be concluded by the end of this month. So, if you think that neither of the above options suit you, please wait until end of May when you will be able to list your products with Mercado Libre and then ship to their UK logistic hub. Mercado Libre will then be responsible for the parcel from the UK to South America.
- First phase - you will have your products listed in Brazil, Mexico, Chile and Colombia and once we have tested the model we will roll it out to the remaining eight countries MeLi has presence Option 1 – Listing directly with Mercado Libre, fulfilling the goods directly to the final consumer in South America. ML doesn’t get involved, buyers pay for any duties and the returns are managed by the merchant in the UK. You don’t need to offer free return and it can be negotiated between buyer and seller. You will have to translate your listings and there are two ways of doing it: Manually translate your product titles and then machine translate the description or machine translate everything but it can be risky as your title can be translated into something else which will damage your listing’s performance Manually translate your titles and leave the description for MeLi to translate the description. (This will be machine translated) Option 2 – Integrate through Pentagon ( www.wearepentagon.com ) who is a mid-ware company and you will be managing your store through their systems. If you decide to go down this route you should contact Dilyana Gramadarova ([email_address] ) and their terms are: A) Pentagon managed services (the supplier of products is the merchant of record on the marketplace and pays for the marketplaces' fees as well as payment providers' fees and logistics): Technology and Implementation – Provision and management of the required technology, integrated to a number of marketplaces and a single integration to the products supplier's systems Listings services – Manual creation, optimisation, catalogue matching, localisation and translation Designs for listings pages Store Management - Ongoing management and trading of all marketplaces (They give the products' supplier an Account Manager from their team as a daily point of contact) Customer services in multiple languages Market research and regular KPIs Reporting Pricing: - One off implementation fee of around £2K per online marketplace (reduced total one off implementation fee if the products supplier starts with more than one channel); - On-going revenue share of around 5%; - Minimum services agreement: 12 months. B) Arcade managed services: Technology and implementation is provided by their own software called Hemisphere.( The management of the required marketplace is through Hemisphere which is integrated to a number of marketplaces on one side and to the products supplier's systems on the other side) Merchant Facilities – Arcade is the merchant of record and pays for the marketplaces' fees as well as payment providers' fees Listings services - Creation, optimisation, catalogue matching, localisation and translation Designs for listings pages Store Management – Ongoing management and trading of all marketplaces (They will allocate an Account Manager from their team as a daily point of contact) Pricing management – Currency conversion based on prices provided and funds repatriation as per an agreed schedule. The client determines the selling price Customer services in the respective languages Market research and regular KPI Reporting International logistics (through their partners) Pricing: - One off implementation fee of around £2K per online marketplace (reduced total one off implementation fee if the products supplier starts with more than one channel); - On-going revenue share of around 20%; - Minimum services agreement: 12 months. Phase two: Mercado Libre is finalising their partnership with a logistic provider here in the UK and the deal should be concluded by the end of this month. So, if you think that neither of the above options suit you, please wait until end of May when you will be able to list your products with Mercado Libre and then ship to their UK logistic hub. Mercado Libre will then be responsible for the parcel from the UK to South America.
- First phase - you will have your products listed in Brazil, Mexico, Chile and Colombia and once we have tested the model we will roll it out to the remaining eight countries MeLi has presence Option 1 – Listing directly with Mercado Libre, fulfilling the goods directly to the final consumer in South America. ML doesn’t get involved, buyers pay for any duties and the returns are managed by the merchant in the UK. You don’t need to offer free return and it can be negotiated between buyer and seller. You will have to translate your listings and there are two ways of doing it: Manually translate your product titles and then machine translate the description or machine translate everything but it can be risky as your title can be translated into something else which will damage your listing’s performance Manually translate your titles and leave the description for MeLi to translate the description. (This will be machine translated) Option 2 – Integrate through Pentagon ( www.wearepentagon.com ) who is a mid-ware company and you will be managing your store through their systems. If you decide to go down this route you should contact Dilyana Gramadarova ([email_address] ) and their terms are: A) Pentagon managed services (the supplier of products is the merchant of record on the marketplace and pays for the marketplaces' fees as well as payment providers' fees and logistics): Technology and Implementation – Provision and management of the required technology, integrated to a number of marketplaces and a single integration to the products supplier's systems Listings services – Manual creation, optimisation, catalogue matching, localisation and translation Designs for listings pages Store Management - Ongoing management and trading of all marketplaces (They give the products' supplier an Account Manager from their team as a daily point of contact) Customer services in multiple languages Market research and regular KPIs Reporting Pricing: - One off implementation fee of around £2K per online marketplace (reduced total one off implementation fee if the products supplier starts with more than one channel); - On-going revenue share of around 5%; - Minimum services agreement: 12 months. B) Arcade managed services: Technology and implementation is provided by their own software called Hemisphere.( The management of the required marketplace is through Hemisphere which is integrated to a number of marketplaces on one side and to the products supplier's systems on the other side) Merchant Facilities – Arcade is the merchant of record and pays for the marketplaces' fees as well as payment providers' fees Listings services - Creation, optimisation, catalogue matching, localisation and translation Designs for listings pages Store Management – Ongoing management and trading of all marketplaces (They will allocate an Account Manager from their team as a daily point of contact) Pricing management – Currency conversion based on prices provided and funds repatriation as per an agreed schedule. The client determines the selling price Customer services in the respective languages Market research and regular KPI Reporting International logistics (through their partners) Pricing: - One off implementation fee of around £2K per online marketplace (reduced total one off implementation fee if the products supplier starts with more than one channel); - On-going revenue share of around 20%; - Minimum services agreement: 12 months. Phase two: Mercado Libre is finalising their partnership with a logistic provider here in the UK and the deal should be concluded by the end of this month. So, if you think that neither of the above options suit you, please wait until end of May when you will be able to list your products with Mercado Libre and then ship to their UK logistic hub. Mercado Libre will then be responsible for the parcel from the UK to South America.
- First phase - you will have your products listed in Brazil, Mexico, Chile and Colombia and once we have tested the model we will roll it out to the remaining eight countries MeLi has presence Option 1 – Listing directly with Mercado Libre, fulfilling the goods directly to the final consumer in South America. ML doesn’t get involved, buyers pay for any duties and the returns are managed by the merchant in the UK. You don’t need to offer free return and it can be negotiated between buyer and seller. You will have to translate your listings and there are two ways of doing it: Manually translate your product titles and then machine translate the description or machine translate everything but it can be risky as your title can be translated into something else which will damage your listing’s performance Manually translate your titles and leave the description for MeLi to translate the description. (This will be machine translated) Option 2 – Integrate through Pentagon ( www.wearepentagon.com ) who is a mid-ware company and you will be managing your store through their systems. If you decide to go down this route you should contact Dilyana Gramadarova ([email_address] ) and their terms are: A) Pentagon managed services (the supplier of products is the merchant of record on the marketplace and pays for the marketplaces' fees as well as payment providers' fees and logistics): Technology and Implementation – Provision and management of the required technology, integrated to a number of marketplaces and a single integration to the products supplier's systems Listings services – Manual creation, optimisation, catalogue matching, localisation and translation Designs for listings pages Store Management - Ongoing management and trading of all marketplaces (They give the products' supplier an Account Manager from their team as a daily point of contact) Customer services in multiple languages Market research and regular KPIs Reporting Pricing: - One off implementation fee of around £2K per online marketplace (reduced total one off implementation fee if the products supplier starts with more than one channel); - On-going revenue share of around 5%; - Minimum services agreement: 12 months. B) Arcade managed services: Technology and implementation is provided by their own software called Hemisphere.( The management of the required marketplace is through Hemisphere which is integrated to a number of marketplaces on one side and to the products supplier's systems on the other side) Merchant Facilities – Arcade is the merchant of record and pays for the marketplaces' fees as well as payment providers' fees Listings services - Creation, optimisation, catalogue matching, localisation and translation Designs for listings pages Store Management – Ongoing management and trading of all marketplaces (They will allocate an Account Manager from their team as a daily point of contact) Pricing management – Currency conversion based on prices provided and funds repatriation as per an agreed schedule. The client determines the selling price Customer services in the respective languages Market research and regular KPI Reporting International logistics (through their partners) Pricing: - One off implementation fee of around £2K per online marketplace (reduced total one off implementation fee if the products supplier starts with more than one channel); - On-going revenue share of around 20%; - Minimum services agreement: 12 months. Phase two: Mercado Libre is finalising their partnership with a logistic provider here in the UK and the deal should be concluded by the end of this month. So, if you think that neither of the above options suit you, please wait until end of May when you will be able to list your products with Mercado Libre and then ship to their UK logistic hub. Mercado Libre will then be responsible for the parcel from the UK to South America.
- Advise people to consider 98% - 100% taxes on top of their products. The reason being is that Brazil has a not “too clear” tax policy and even though the legislation says people can import up to U$50 without taxes, that’s not always the case.