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Going Global
ESEARCHERS SAY that new services are making “However, a wave of pure-play, multichannel and global
it easier for web merchants to go global. Th e lure manufacturers are readying plans to drive renewed growth
R of international ecommerce has long conjured up and extend their reach to foreign customers,” the J.C. Wil-
images of an all-or-nothing approach that requires an expen- liams analysts added. Jim Okamura, senior partner of the
sive overseas based infrastructure. Today, more retailers are company, said a growing number of retailers are realizing that
fi nding another way, with minimal cost and risk, according they can eff ectively sell overseas by leveraging their existing
to a new report from the J.C. Williams Group. Th e report, U.S. based infrastructure, enhanced by third party applica-
“International ecommerce Expansion Benchmark Study,” tions that support such features as foreign language content
notes that 53 percent of the largest ecommerce companies in on web pages, along with international fulfi llment and pay-
the U.S., each with $100 million or more in annual revenue, ment transactions. “Retailers now have a middle ground
are accepting international orders. option that lowers their risk of engaging in international
However, while noting that international ecommerce ecommerce,” Okamura said. Some retailers are also using
is increasingly important amid a maturing U.S. market, the foreign markets to test new strategies such as mobile com-
report also suggests that many of these retailers provide a merce and social media marketing, before introducing them
subpar online shopping experience to their foreign customers. in their U.S. market. In fact, the report noted that social net-
Th e study was sponsored by Access Technology Solutions, working and mobile commerce are
a provider of international ecommerce technology core aspects of ecommerce
and services, and Safety Pay Inc., a provider of in such areas as the Asia
international online payment technology Pacifi c region.
and services.
What is holding many retailers
back in their success with interna-
tional ecommerce are company
policies which view foreign mar-
kets as merely a source of incre-
mental revenue. Such a status
leaves international strate-
gies without the nec-
essary resources
or executive
champions to
build them out, the
report said. None-
theless, recent develop-
ments in consumer demand and
available technology and services are
providing new incentives for U.S. online
merchants to grow internationally. “Amazon, eBay
and Dell are obvious leaders,” said J.C. Williams.
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18 November 2009
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