Mastering International E-commerce: Tips for Success

Table of Contents

1. Introduction
2. Managing International E-commerce
   1. Challenges of Managing International E-commerce
   2. Localizing Campaigns for the Local Audience
   3. Scaling Efforts Across Different Markets
3. Comparing Google Shopping and Search Ads
   1. Scaling Google Shopping Across Different Countries
   2. The Importance of Native Speakers in Keyword Optimization
   3. Differences in Ad Extensions and Communication in Google Shopping
   4. Combining Different Channels for Effective Search Engine Marketing
4. Utilizing Social Advertising in International E-commerce
   1. Importance of Social Media Advertising
   2. Combining Push Marketing and Pull Marketing Strategies
   3. Varying Performance of Social Media Advertising by Country
5. The Role of SEO in International E-commerce
   1. Short-Term Focus on Paid Search for Good Results
   2. Utilizing Data from Paid Search to Improve SEO Strategy
6. Measurement and KPIs in International E-commerce
   1. Different Goals for Short-Term and Long-Term Performance
   2. Standard KPIs and Country-Specific Approaches
7. Standing Out in the Competitive Online Fashion Sector
   1. Focusing on Trends and Forecasting Demand
   2. Being an Early Adopter in Advertising Specific Products
8. Top Tips for International Search Management
   1. Importance of Having a Great Team
   2. Focusing on Results and Performance

👉 Managing International E-commerce

Managing international e-commerce can be a complex task, with numerous challenges and considerations. As an online retailer, Lazaro, with its operations across 23 countries, faces the daily task of controlling and scaling its operations. The rapid growth of the company adds further pressure to ensure continuous improvement. With each country having its own unique language, culture, and logistics, it becomes crucial to localize campaigns and make them relevant to the local audience.

🌍 Challenges of Managing International E-commerce

One of the biggest challenges in managing international e-commerce is the sheer volume of daily work involved. Shipping to 23 countries requires meticulous coordination to ensure smooth operations and customer satisfaction. The task of scaling and growing the business presents its own set of challenges, demanding a constant focus on improvement and campaign optimization.

🎯 Localizing Campaigns for the Local Audience

To tackle the challenge of relevance in different markets, Lazaro employs a team of native speakers for each country where it operates. This localization strategy ensures that the marketing campaigns resonate with the local audience, utilizing language nuances and cultural understanding to tailor the approach. Furthermore, Lazaro also partners with local payment methods and logistics providers, taking localization to the next level.

Scaling efforts across different markets require striking a balance between localization and replication. While campaigns need to be tailored for each country, there are certain elements that can be replicated across borders. Lazaro understands this and adopts a consistent approach, wherever possible, to streamline operations and maximize efficiency.

🛒 Comparing Google Shopping and Search Ads

When it comes to advertising in international e-commerce, the choice between Google Shopping and search ads requires careful consideration. Google Shopping offers advantages in terms of scalability across countries. Instead of targeting keywords, Google Shopping matches products with relevant searches, making it easier to scale campaigns. The inclusion of extensions in Google Shopping allows for greater communication of unique selling points.

On the other hand, search ads require a different approach. They demand the expertise of native speakers who can identify the best keywords and optimize campaigns accordingly. While more time-consuming than Google Shopping, search ads offer the advantage of customization and precise targeting, making them effective for certain markets.

🌐 Combining Different Channels for Effective Search Engine Marketing

The most effective approach to search engine marketing lies in combining different channels. By leveraging the power of SEO, SEM, and Google Shopping, businesses can reach a wider audience and maximize their online presence. This multi-channel strategy allows for greater visibility and ensures a cohesive marketing approach.

Lazaro recognizes the importance of such a holistic strategy. By combining shopping campaigns, search ads, and SEO efforts, they aim to achieve their marketing goals effectively. Each channel contributes its unique strengths, creating a comprehensive marketing approach that covers various stages of the customer journey.

👥 Utilizing Social Advertising in International E-commerce

In the competitive landscape of international e-commerce, social media advertising plays a vital role. It offers a different marketing approach compared to search engine marketing. While push marketing channels like social media advertising focus on actively reaching out to potential customers, pull marketing channels like search ads rely on customers actively searching for products.

The key to a successful marketing strategy lies in finding the right mix of push and pull marketing channels. By utilizing both approaches, businesses can attract customers through different avenues and set different goals. It's important to analyze the market, understand social media usage patterns, and adapt the strategy accordingly for optimal results.

🔍 Varying Performance of Social Media Advertising by Country

The performance of social media advertising can vary significantly from country to country. This difference is primarily influenced by the e-commerce penetration rate in each market. Some countries may have a higher e-commerce penetration rate, making social media advertising more effective. However, in markets with lower e-commerce penetration, social media advertising may yield lesser results.

Lazaro acknowledges this variation and adapts its marketing mix accordingly. The channel mix is tailored based on the e-commerce penetration and market relevance in each country. By analyzing the performance of social media advertising on a country-by-country basis, Lazaro optimizes its strategies to achieve the best possible results.

🌐 The Role of SEO in International E-commerce

While paid search offers immediate results, SEO plays a crucial role in the long-term success of international e-commerce. Paid search provides instant visibility, but the data collected from these campaigns can be utilized to improve SEO strategies. From improving landing pages to increasing conversion rates and estimating return on investment, paid search data offers valuable insights for enhancing SEO performance.

📊 Measurement and KPIs in International E-commerce

Measurement and establishing key performance indicators (KPIs) are vital for evaluating the success of international e-commerce strategies. There are different KPIs for short-term and long-term goals. In the short term, metrics like click-through rate (CTR) and conversion rates are monitored on a daily and weekly basis. On the other hand, long-term success is measured in terms of customer lifetime value and the evolving behavior of customers.

Lazaro sets specific goals for each country, taking into account the unique market dynamics. By tailoring goals according to market conditions, Lazaro can effectively track performance and adapt strategies for continuous improvement.

💃 Standing Out in the Competitive Online Fashion Sector

The online fashion sector is highly competitive, and standing out from the competition is crucial for success. Lazaro's business model focuses on staying ahead of trends, enabling them to forecast demand and become early adopters in advertising specific products. This approach reduces competition and allows Lazaro to capture the attention of potential customers.

To remain competitive, businesses in the online fashion sector need to anticipate market trends and leverage their understanding of consumer preferences. By being at the forefront of fashion trends and leveraging marketing channels effectively, businesses can differentiate themselves from competitors.

✨ Top Tips for International Search Management

To excel in international search management, having a talented team and a clear strategy are key. A great team that is dedicated to improving every day plays a crucial role in driving success. By focusing on results and performance, businesses can create a winning environment and consistently optimize their efforts.

In addition to a great team, having a well-rounded mix of marketing channels enhances international search management. By combining SEO, SEM, and social media advertising, businesses can cover different aspects of the customer journey and maximize their outreach.

Please note that all the above information is derived from the conversation between Gemma Houghton and Ruben Veloz from Lazaro.