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The role of marketplaces in the internationalization of digital businesses

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The role of marketplaces in the internationalization of digital businesses

With the generalization of the e-commerce model, the internationalization of a company has stopped requiring exorbitant investments in facilities, logistics or personnel. Now, thanks to Amazon and other how to get a chinese mobile number that facilitate Internet sales beyond national borders, marketing products in other countries is available to businesses of all sizes.These platforms are an excellent option for testing in new markets before embarking on a more ambitious internationalization project; as well as to liquidate stock or obtain additional income. Above all, because the consumer is increasingly inclined to make their purchases through the online channel. According to the E-commerce Manual for the internationalization of ICEX Spain Export and Investments , e-commerce sales grew by no less than 10.7% worldwide between 2013 and 2018What companies can internationalize their business with marketplaces?
Virtually any business can sell abroad through Amazon and other marketplaces. However, there is a business profile with a greater chance of success in these environments, and it would have these characteristics:

Orientation B2C. Focused on the final consumer.
Products or services with a clear differential advantage. Either because of its low availability in the target market, or because of its exclusive or innovative nature.
Content price range. The ICEX manual recommends that the price per unit be between 50 and 500 euros to, on the one hand, offset the cost of the investment; and, on the other, to avoid legal complications and the reluctance of users to make very high payments via the web.
Little logistical complication. To prevent the costs of transport and delivery of orders from skyrocketing.
Selling on international marketplaces: how and in which ones
How to undertake business internationalization via marketplaces? The first thing is to decide, in order, these three questions: in which markets, in which marketplaces and with which payment methodsTo determine this, the digital maturity of the territories must be analyzed , as well as the market share of online sales and the marketplaces within it. Nor should we lose sight of the competition and the consumption habits of each region or country.

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Young Japanese woman consulting her mobile phone
The market research  gulf email list  ICEX are a good starting point for undertaking this initial assessmentIn which marketplace / s?
Each country has its marketplaces header, both sectoral (specialized in one vertical) as generalists . It is crucial to choose the most appropriate ones based on the characteristics of each business.For example, internationalizing the business in China means opening the door to Tmall , while in Japan it would be impossible to operate outside of Rakuten. Amazon, for its part, is usually the most profitable option in the European and American markeWith what payment methods?
The more possibilities are given to the user, the better. And above all, make sure to offer the most popular catwalks in each country. Continuing with the example of China, it would be a mistake not to allow payment with WeChat Pay Online payment by credit card
Steps to internationalize business with Amazon and other marketplaces
The internationalization of the company through marketplaces continues with the design of a strategic and technical plan that solves aspects such as:

List of products that will be put on sale in each channel.
Pricing and offers policy.
Selection of the internal team in charge of the project and / or specialized external partners.
Administrative and technical tasks that will need to be completed to register in each marketplace.
Continuous positioning, promotion and optimization actions.
Digital marketing in marketplaces
For the internationalization of the business to be effective, a good initial approach is not enough, but then it will be necessary to deal, on a day-to-day basis, with the management of feeds and good digital marketing practices that will increase visibility and, therefore, product sales.The best is a mix between SEO tactics, optimization of the brand pages and the product sheets within the marketplace, to appear in the best positions within the search results; and advertising tactics, taking advantage of the ad options that each platform allowsBORJA PESQUERA , ASSOCIATE PARTNER AT LABELIUM
In the case of Amazon , it is possible to intervene in two types of factors that will help the algorithm to privilege certain product pages over otherOn-page aspects . Here is the description of the article and the insertion of quality images. Amazon also rewards the historical availability (if there is always stock, the better) and sales, as well as the achievement of positive reviews .
Advertising push . Amazon offers its sellers various paid search and advertisingsolutions. These are sponsored products (which are managed through keywords), sponsored brands , display advertising and video ads

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