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~ Cross-Border Magazine ~ ~ Founder ~

INDEX COLUMN

3 FOREWORD DON’T FORGET THE EMERGING MARKETS!

5 COLUMN JEROEN LEENDERS t surprises me that so far only a small group of online retailers see the pos-
6 CASE: NOPPIES sibilities of the emerging e-commerce markets. Of course China, that’s clear,
Ibut in my experience, many brands and retailers prefer to opt for developed
12 GLOBAL SEO & LOCALISATION
markets because they think it’s more save and easy to start cross-border activities
14 INSIGHTS: BAKER ROSS there. That seems fair enough, but as far as I am concerned, it’s not a very vision-
ary approach and a kind of herd behavior. Okay, a big advantage of starting your
19 GLOBAL ORGANIZATION
cross-border sales in a developed market such as the US, UK or Germany is that
24 A COFFEE WITH PATRICK WALL the people are used to buying online and their average order value is higher than in
26 INTERVIEW: VINICIO the underdeveloped countries, but what about the enormous marketing costs and
efforts to get traffic, the very strong competition and therefore the lower margins
32 MEET THE MILLENNIALS and less growth potential?
34 INTERVIEW: VALMANO
When I take a look at Europe, for me it’s crystal clear that the Southern Euro-
40 VALUE ADDED SERVICES pean countries are the most interesting online markets. Why? Because there are a
44 ZAMRO lot of people who live there, and they only recently started buying online, so the
growth is potentially high and the marketing costs are relatively low. Another big
50 PANEL advantage is that the people in the emerging markets are used
52 ALIBABA’S ALLIANCES to cross-border because of the lack of enough local players.
Countries like Italy, Spain and Turkey are the most interesting.
56 MINI ONE STOP SHOP In these markets, you still can get top SEO rankings against
normal marketing spendings, which in countries like the UK COLOFON
and Germany is already impossible to achieve. Be aware that
PARTNERS shopping through mobile is very popular, so be sure to focus on
good responsive sites or to sell directly through an app. A quick
start to enter through markets places such as Amazon and FOUNDER & PUBLISHER JEROEN LEENDERS
eBay can speed up a fast market entry.
EDITOR-IN-CHIEF JANINE NÖTHLICHS
And what about a country like India? The online game has just EDITOR ELLIE WEATHERLY
started there and it’s a no-brainer that it will be the second
GRAPHICS DESIGN & LAYOUT FEMKE HOOGLAND
largest e-commerce market after China in the next ten to fif-
teen years. South America is interesting too, because there the PHOTOGRAPHY LÉON VAN BON AND
DAGMAR SPORCK
online party has just started too. Yes, of course, your conversion
rates will be lower when you start because people also use the
internet to browse and take more time before they decide to WEBSITE: WWW.CROSS-BORDER-MAGAZINE.COM
buy an item, but getting started now is a good time to build up
your business and get the wheel of fortune spinning.
If you are interested in learning more about sponsorship or
So my advice is to keep a close eye on India, South America advertising opportunities or you would like to discuss creating
(the whole continent), Spain, Italy, Turkey and of course the a customised plan to meet the needs of your company, please
contact: info@cross-border-magazine.com
Eastern European countries. Keep following us on cross-
border-magazine.com, because we will keep writing daily about The Cross-Border Magazine is owned and published by Salesupply
Holding BV. No person, organisation or party can copy or re-produce
the development in these markets.
the content of the Cross-Border Magazine or any part of this
publication without a written consent from the editor-in-chief or
Enjoy reading! publisher. The publisher, authors and contributors reserve their rights
Jeroen Leenders, with regards to copyright of their work.
Founder Cross-Border Magazine
info@cross-border-magazine.com

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