Map, launch, and

scale

internationally

Hi, i’m Jean-Paul Delmé

I’m an engineer and...

Growth Hacker /

Senior StrategistCo-Founder & CMO

Emakina Group

My first venture into ecommerce

I sold this Through this

Special Forces operators have

a slogan in combat

“Slow is smooth. Smooth is fast.”

That essentially means do not go fast.

It is overwhelming to begin selling abroad.

All of those questions can cause

more anxiety than optimism.

To combat that fear, we –– and you should too ––

Adapt the following approach

Crawl – Simple solutions with simple tests

Walk – Act global, think local

Run – Optimize delivery and in-market experience

Going global the right way

Even then-

Some of the world’s largest and

best-known multi-nationals have failed spectacularly

when expanding abroad.

They fail due to not understanding and rushing into

markets and diluting focus

and advertising spend

Countries that prefer shopping abroad

CRAWL: TEST & LEARN WITH MINIMAL RISK

Implement simple solutions with simple tests

You need to understand what is happening

Do you even check your analytics?

Have you already gone global

without knowing it?

But maybe something is wrong?

IF

You discover Swiss customers bounce on your checkout page

THEN

You might not be offering the experience in local currencies, showing prices that

include duties, or including the proper address fields

IF

You discover Australian visitors bounce on your returns page

THEN

Your refunds policy does not support international purchases

or might lack transparency

Start understanding your users

Get the basics right!

EXIT INTENT SURVEYS

Maybe visitors with common objections:

• Delivery costs and shipping time

• Unknown customs or duties

• International returns processes

Screen recording

How do users actually navigate

● Track users through the funnels

● Track Checkout Flows

Check Users > Specific Countries

Do your own

keyword research

Understand

what users are looking for

● Volume

● CPC Distribution / Competition

● What is competition doing?

Use Paid : SEMRUSH, MOZ, …

Use Free : Google Trends, Keywords

Finding market growth opportunities

Test your product on multiple markets through Social

Media

● Does your product resonate?

● What audience reacts?

● What creative works?

● Can you already get

an estimated ROI?

WALK: FOLLOW THE MONEY

Identifying new market potential

Largest e-commerce markets

E-com penetration

What percentage of the population has purchased online?

Compound growth

Where is the online purchasing momentum?

Estimating Market Potential

MP = N ×MS × P × Q

WHAT

MP = market potential

N = total number of potential consumers

MS = market share—percent of consumers buying

from you

P = average selling price

Q = average annual consumption

So yes it’s more than size

RUN: DEPLOY BUT TEST

Start going abroad

Use SAAS services to translate your local sites

Rolling out in multiple languages with click

Product syndication

Did you know you can be on all these marketplaces?

And 10000’s more

CHANNEL

MANAGER

Product feeds / connectors

Sync global ecommerce operations

Marketplaces

How to scale rapidly these regions?

Branded marketplaces

Offer end-to-end ecom solutions

Branded marketplace on taobao

Yes Premium brands are on these channels

Let me tell you about my friend Sheng Zao

Wechat

Wechat

Premium brands on wechat

Yups

The great firewall

● Anything hosted on Google’s API (scripts or

stylesheets)

won’t load, so your site won’t be fully

functional or will time out.

● Advanced features might not perform well, like

retargeting in Google Analytics or customer

behavior tracking in Google Tag Manager

How to go operational in China

● Consider creating a dedicated

Chinese store

● Consider holding inventory

in Hong Kong

(Lower Chinese regulatory,

testing, and approval hurdles)

Oh and tax benefits...

Snapdeal (India)

How to go operational in India

Why do these markeplaces prevail

It’s all about the cheddar and availability

What the future holds toward e-com

Spot the types of most used apps

Conversational commerce

Is where today & tomorrows shoppers are!

TestSet the audience,

channel & Deploy

Go live and see which ones produce the

biggest growth wins.

REPEAT

IdeateThere is no bad idea

Generate hypotheses for experiments that are

linked to your goals.

1

2

3

4

5 PrioritizeUsing ICE Ranking

Determine which experiments to pursue via

prioritization process.

Design & DevelopMinimum Viable Experiment

Make a quick and dirty setup of the idea and convert it a measurable projects

AnalyseLearn & Improve

Spot opportunities through qualitative

and quantitative data.

Think like a growth hacker / developer

Be Agile and keep on learning

SLOW IS SMOOTH. SMOOTH IS FAST.