With online shoppers valuing convenience, accessibility and endless product options, eCommerce is experiencing a meteoric rise. But with global market expansion comes challenges.
Ecommerce growth has forced larger retailers to go digital, as well. To stay competitive, brands must prepare for ecommerce expansion by understanding global markets and adapting their offerings accordingly.
Market Research
Ecommerce market research is an important tool for a business to stay competitive. It enables businesses to identify their target audience and optimize marketing strategies to achieve growth goals.
Market research includes both exploratory and specific research. Exploratory market research uses open-ended questions to understand the needs of a consumer. This could be done through focus groups, one-on-one interviews or ethnography. Specific market research delves into the details of a topic identified in exploratory research, such as customer satisfaction or product testing.
Other types of market research include competitor analysis, pricing research and industry trend analysis. Competitor analysis identifies competitors’ strengths, weaknesses and unique selling points. Pricing research evaluates customer price sensitivity, willingness to pay and perceptions of value to optimize pricing strategies. Industry trend analysis identifies emerging trends so that businesses can anticipate the needs of their target audience and adapt to meet them. Market research also includes leveraging secondary data sources, such as industry reports or publicly available statistics.
Market Entry
Market entry refers to all activities involved in introducing products or services into foreign markets. This includes evaluating market characteristics like size and growth potential, cultural differences, regulatory environment, and competitive landscape. It also involves assessing resource requirements, such as financial, human, and technological resources. In addition, companies need to determine the level of control desired in the foreign market. If safeguarding intellectual property or maintaining brand consistency is critical, a strategy with higher levels of control, such as establishing a wholly-owned subsidiary, may be necessary.
Other considerations include determining the long-term goals of expansion, such as tapping into new customer bases or cost-efficiency in other countries. This will help companies decide if a quick, short-term entry mode like exporting is appropriate or if direct investment into a local market is required. Additionally, e-commerce brands need to understand how different entry modes impact their IT capabilities and the ability to leverage online channels in a foreign market.
Marketing
Marketing is crucial for e-commerce expansion because it enables companies to attract and engage customers, build brand awareness, drive traffic and sales, and foster loyalty. It involves the use of various digital and traditional marketing tactics to promote products or services, including social media, search engine optimization (SEO), and paid advertising. It also includes tracking and analysis of key metrics to determine whether a strategy is working or not.
It is important to keep in mind that eCommerce marketing is just one aspect of overall digital marketing, and not an end unto itself. The best approach to digital marketing is to develop a comprehensive strategy that encompasses all of the digital marketing channels at your disposal, and that aligns with your overarching business goals and objectives. This will ensure that your digital marketing efforts are successful. It also includes incorporating customer feedback and using data analytics to continually optimize your marketing strategies. In addition, it is vital to stay up-to-date on the latest trends and technology in the industry.
Supply Chain
A streamlined supply chain can help businesses reduce shipping costs, speed up delivery times and improve overall customer satisfaction. It can also enable businesses to charge higher prices for their products and attract more customers.
The first step in the ecommerce supply chain is to procure raw materials. This can involve purchasing from multiple suppliers. This is followed by the manufacturing stage, which involves cutting and shaping raw materials into finished goods. This may include utilizing multiple machines in the same production line.
Warehouses are important parts of a supply chain, as they store and protect inventory. They are also responsible for verifying orders against customer records and packaging products in preparation for shipment. Companies may choose to outsource warehousing services in order to streamline operations and increase efficiency.
Transportation is the final step in a supply chain, and it involves moving the product from one site to another. It can be done via air, water or land, depending on the destination and shipment cost.