Working online means running a business that has the potential to go global right from the get-go, which means keeping an eye on emerging trends from around the world is really important, especially for advertisers that use affiliates to reach new customers from all over.
Attempting to uncover these kinds of insights is what led Rakuten LinkShare to commission a study by Forrester about global selling through the affiliate channel called quite bluntly, “Key Trends and Best Practices Selling Globally Via the Affiliate Channel,” which surveyed more than 2500 online shoppers from Australia, France, Germany, Japan, the United States, Canada, Brazil and the United Kingdom. Forrester rapped with various advertisers AND publishers that are either managing affiliate programs in multiple countries or preparing to expand internationally.
The survey was focused on finding out about the opportunities and challenges presented by cross-border selling through the affiliate marketing channel. Forrester determined that while advertisers and publishers should think globally, they should act locally by enacting country-specific strategies. Businesses should also build their brand in each new country they enter, focus on fulfillment operations and lever the “halo effect” associated with international selling.
For more country-specific data, the Rakuten LinkShare study also found:
- 68 percent of affiliate shoppers have made an online purchase from a company outside of their home countries in the last year
- US affiliate shoppers spend more online than the global average, and they’re especially loyal to brands that make offers across multiple websites
- UK shoppers also spend above average and are “highly likely” to reconsider an abandoned cart after receiving an offer
- Canadian shoppers are the most likely to buy outside of their country, and use a lot of loyalty/cash-back sites
- Australians care the least about duties and taxes, but they’re also the least likely to reconsider an abandoned shopping cart
- Japanese shoppers use a lot of multi-brand and comparison shopping sites, but insist on offers to close a deal when they’re undecided
- Brazilians avidly use the affiliate channel
In addition, Forrester also found that shipping costs and times are still the biggest challenge to cross-border e-commerce, but duties and taxes also inhibit many global brands from competing. Moreover, the survey determined that local payment types are essential to global online success.
All in all, this provides advertisers, publishers and brands looking to take their e-commerce businesses to the world with valuable information that will help them better make their way into the world’s most important economies. Food for thought, ya know?