It’s no secret that overseas markets are easier to access than ever before. Online trading platforms have disrupted distance, meaning that geography is no longer the impediment to businesses it once was. It’s not just multinational businesses taking advantage of this access to new consumer audiences. At eBay, we know that 81% of eBay small businesses currently sell internationally to four or more countries, which shows that small online sellers are also tapping into global e-commerce.
This Christmas, cross-border trade on eBay is set to grow by 20% from last Christmas, when it was £127m, to £153m in 2014. The “export window” – the busy period for retailers in the run up to Christmas – creates an influx of sales for small businesses and a rush to get parcels out on time.
But exporting is not just for Christmas. UK Trade & Investment predicts there will be 3 billion online consumers worldwide by 2017. As internet access continues to grow, so do opportunities for small British businesses to expand their reach and tap into new markets. The UK is also one of the most advanced e-commerce economies in the world, with a strong infrastructure laying the foundations for export abroad.
Over 200,000 businesses in the UK use eBay to access consumers overseas. Here, four of them give their tips on international expansion.
The Supplement Store
“Go where you know,” says Vicky Ireland from The Supplement Store, a fitness nutrition specialist. “Start with Commonwealth nations, such as Republic of Ireland. These nations have similar expectations and there is less of a language barrier. Then branch into mainland Europe before going global.”
Glitterstore
“Understand the target market’s language,” says Kareen Buttle of Glitterstore, an online cosmetics business. “We found that semi-permanent hair dye meant something different to US customers, so changed our descriptors to ‘temporary’. It’s about making sure customers get what they expect.”
Play Record
“Be flexible with your shipping options,” says John Edmonds from Play Record, which sells musical equipment on eBay. “Let customers know how long a product will take to arrive and communicate with them throughout. We’ve developed lasting relationships based on our ability to ship large quantities of goods at fair prices.”
Volksbits
“Don’t be caught out by customs,” says Alice Cross-Watson from Volksbits, a Volkswagen car parts specialist. “Include the customer phone number on the address label so the customer can be contacted by customs if there is a problem. It’s also important to understand what ingredients, materials and packaging are permitted in different markets in order to avoid delays.”
Expanding your business overseas needn’t be daunting. Online platforms provide a simple way to test overseas markets. Small UK businesses are now reaching this global audience without the infrastructure of a traditional exporter. As the surge in sales during the Christmas export window highlights, there’s never been a better time to get involved.
Murray Lambell is director of cross-border trade at eBay
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