An Exporter’s Guide to the UK An overview of the UK export environment from the perspective of American SMEs INTERNATIONAL WEB MARKETING Online business.

An Exporter’s Guide to the UKAn overview of the UK export environment from the perspective of American SMEs

INTERNATIONAL WEB MARKETING Online business in Europe

Introduction to the EU online environment and ecommerce

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Online in Europep.2

ONLINE BUSINESS IN EUROPE

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Name Job title E-mail

John Worthington Managing Director [email protected]

Bill Patterson Managing Director - USA [email protected]

ibt partners

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Team of experienced and professional business developers and web-marketers, based in the USA, the UK, Germany and France.

Provide international business and trade development through the application of online technologies and services.

Clients are EU and US companies with export and international business development objectives.

http://ibtpartners.com/us/about/

Online in Europep.3

ONLINE BUSINESS IN EUROPETABLE OF CONTENTS 3

EU ONLINE MARKET OVERVIEW 4

THE BIG THREE 5

#1 UNITED KINGDOM 9

#2 GERMANY 10

#3 FRANCE 11

EUROPEAN ONLINE TRENDS 12

ONLINE IN EUROPE – ONLINE PRESENCE AND ONLINE MARKETING 15

SEARCH ENGINE OPTIMIZATION IN EUROPE 17

SOCIAL MEDIA IN EUROPE 18

REPORTS AND ANALYTICS IN EUROPE 19

QUESTIONS 20

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Online in Europep.4

EU ONLINE MARKET OVERVIEW 500 million inhabitants

375 million Internet users 225 million eshoppers

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EU USAEcommerce market value (2012)

$379Bn $225Bn

Expected ecommerce growth (2014-2015)

18% 13%

EU 28…

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Internet users in million (2012)

Online in Europep.5

THE BIG THREEUnited Kingdom, Germany and France represent 47%

of the EU Internet users

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Online in Europep.6

THE BIG THREE2012 Comparison

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Online in Europep.7

THE BIG THREE2012 Comparison

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eCommerce spend in $Bn (2012)

Online in Europep.8

THE BIG THREEUnited Kingdom, Germany and France represent 69%

of the EU ecommerce spend

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Online in Europep.9

Highlights55 million Internet users87% Internet penetration

Largest EU ecommerce economy at $132BnHighest EU ecommerce share of total retail sales: 16%

ecommerce growth at 14%Highest EU spend per capita at $3,435

UNITED KINGDOM

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63 million inhabitants

GDP of 2.43 $trillion@

Online in Europep.10

Highlights68 million Internet users84% Internet penetration

2nd largest EU ecommerce economy at $69Bnecommerce share of total retail sales of goods: 6%

ecommerce growth at 22%EU spend per capita at $1,810

GERMANY

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82 million inhabitants

GDP of 3.4 $trillion@

Online in Europep.11

FRANCE

Highlights55 million Internet users83% Internet penetration

3rd largest EU ecommerce economy at $62Bnecommerce share of total retail sales of goods: 5%

ecommerce growth at 19%EU spend per capita at $1,950

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66 million inhabitants

GDP of 2.61 $trillion@

Online in Europep.12

Goods vs ServicesThe EU ecommerce spend goods/services ratio ranges between

50%/50% to 65%/35%

EUROPEAN ONLINE TRENDS

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B2B ecommerce EU and US online B2B sales account for 35% of total revenue

Customer demand/expectations drive B2B online

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Online in Europep.13

EUROPEAN ONLINE TRENDS

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Cross-border salesCross-border ecommerce is expected to grow twice as fast as domestic

sales within 5 years

Ecommerce growth ratesFrance, Germany, Italy, Spain, and Poland will continue to be the

fastest growing EU markets at > 20%

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Online in Europep.14

EUROPEAN ONLINE TRENDS

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Mobile usage and mcommerceEU average

10% of Internet users use smartphones for accessmcommerce share of total ecommerce at 5.5%

UK, the EU leader25% of Internet users use smartphones for access

mcommerce share of total ecommerce at 12% (17% by end 2014)

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Click here for an Online Presence Diagnosis!

Online in Europe p.15

Online PresenceStrategic planningWireframes and website architectureContent localization and translationDesignContent Management SystemHostingWebsite buildTestingURLsSite launch

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Michael Hawksley, Online Business Director

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Online in Europe p.16

Online Marketing

Search Engine Optimization (SEO)Paid search and advertisingSocial mediaLead generationClient Relationship Management (CRM)Analytics and reporting

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Tereza Roubalikova, Project Manager

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SEARCH ENGINE OPTIMIZATION IN EUROPE

Click here for an Online Presence Diagnosis!

Online in Europe p.17

If European search engines can't find you, your targeted audiences in Europe can't either.

Search results and criteria are different in each country, and simply translating a page is not enough to get you listed!

Over 200 factors influence ranking of your website.Download our ebook Optimizing websites for European search engines

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SOCIAL MEDIA IN EUROPE

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Online in Europe p.18

In 2014, Europe had almost 250 million active social media users.Facebook, Google+ and Twitter are the key networks.

LinkedIn has lower social media penetration, but generates very high quality interactions: discussions, website visits and inbound enquires.Facebook, LinkedIn and Google+ require only a single account to

manage and target your social media presence across countries.Download our ebook Managing social media in Europe

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REPORTING AND ANALYTICS IN EUROPE

Online in Europe p.19

Tracking software provides you with insightful information. Interpretation of data and setting it against other corporate activities

is an essential analysis to ensure continuous improvements.Download our ebook

Return on Investment in country specific websites and online marketing

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Online in Europe p.20www.ibtpartners.com

Thank you for attending the presentation

John will be happy to answer your questions

QUESTIONS

Don’t forget to download this presentation at: www.ibtpartners.com/expo

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Online in Europep.21

PUBLICATION

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Produced by the ibt partners publications team. Contact us at:

[email protected]: European Commission

Export.govCensus.gov

Ecommerce Europe: Europe B2C Ecommerce Report 2013EMOTA: Update on E-commerce in Europe

Centre for Retail Research: Online Retailing: Britain, Europe and the USA 2014Intershop: E-commerce Report, Fall 2013

If you like this publication, find more at: www.ibtpartners.com/us/resources

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