MENU

Brand Britain - British brands in the US

LinkedIn Twitter Facebook

 

Author: Jonathan Matchett, UK Managing Director, wnDirect

There is no doubt that Brand Britain has significant appeal on the global stage.

With Beyoncé strutting her stuff for Topshop, the Kardashians lending their ‘style’ tips to Lipsy and the Beckhams going all LA, it’s clear that the desire for all things British is still going strong.

 

Whilst fluctuations in the pound have been the cause of woe for many British businesses, those selling their goods to US online shoppers will have found that one man’s fortune is another man’s misery as their products will have suddenly become even more attractive in terms of their price.

 

These things combined means that the US represents an even more favourable target audiences for British online retailers.

 

That said…proceed with caution. Where eCommerce is concerned, it pays to remember that despite the rise of global culture, everyone across the world does not necessarily share the same tastes and values. Localisation is crucial to successfully tapping into local demand.

 

Britain and US brands together

 

Whilst the US has made great strides in terms of eCommerce, the market is still evolving with services such as Click and Collect, or BOPUS (Buy Online Pick Up Instore) as the Americans say, only just starting to gain traction. These store collection services are also being motivated by the fact that many consumers, regardless of their country of origin, want things faster, easier and with less commitment. Why stand in line and order your Starbucks coffee when you can use the app and have it ready when you arrive? British retailers need to consider how to integrate speed and convenience with their US offering; not an easy task when the destination is a few thousand miles away.

 

British retailers have to be cognisant of the fact that just because the US is behind the cross-border eCommerce curve, it doesn’t mean that they are necessarily going to follow the same pattern. It is likely that the US will look to other countries, such as the UK, and forfeit or leapfrog some of the steps, learning from the experiences of other markets.

 

The need for transparency and its role in customer loyalty is an ever growing trend. Online shoppers want to know where an item is coming from and how long it will take. Online shoppers are increasingly aware that to buy cheaper goods, from China for example, there is a price to pay in terms of longer shipping time.

 

All of a sudden, the playing field has got a whole lot bigger. At one time, international retail was the sole preserve of the big brands. Now, the barriers to entry are reducing dramatically, as an increasing amount of online selling tools are made readily available, empowering more SMEs to develop a cross-border strategy. With the advantage of their unique Britishness, boutique brands have a lot to offer US customers and should be encouraged to strongly consider the ‘land of opportunity’.

 

This piece, written by wnDirect, was also in partnership with Newgistics.

 

For more information, please consult our USA ‘passport’ trading guide.

 

LinkedIn Twitter Facebook

Building an eCommerce fraud prevention strategy for Germany

Building an eCommerce fraud prevention strategy for Germany

Being the world’s fifth largest eCommerce market, Germany has become an exceptionally popular destination for online merchants looking to sell their goods and services. However, retailers should still be aware of the high levels of fraud to do with their number one payment method. Therefore, what do you need to know about building an eCommerce fraud prevention strategy for Germany?
Interview with Kai Li, Vice President of International at Revolve

Interview with Kai Li, Vice President of International at Revolve

eCommerce Worldwide Cross-Border Summit 2017 - Ahead of our annual event on 24th May, we interview Kai Li, Vice President of International at Revolve Clothing, to learn from his experience and knowledge in cross-border trading.
How does device usage differ in France, Germany, and the UK?

How does device usage differ in France, Germany, and the UK?

It is well known that the use of smartphones and tablets has grown rapidly but which device dominates the traffic and at what time of day across France, Germany and UK? And how does device usage differ between these Countries?
Delivery into Russia: what you need to know

Delivery into Russia: what you need to know

Online retailers know the opportunities that comes with expansion into Russia but entering this massive market comes with its delivery challenges. However, what do you need to know about trading and delivery into Russia?
Using non-commercial organisations to grow your online retail business in Russia

Using non-commercial organisations to grow your online retail business in Russia

Russia is frequently perceived by foreign retailers as a complicated and risky environment but there are a number of organisations in Russia that can help you understand this market environment and the rules by which the market plays. But who are they?
Agenda Announced for eCommerce Worldwide Cross-Border Summit 2017

Agenda Announced for eCommerce Worldwide Cross-Border Summit 2017

The agenda has been announced for the eCommerce Worldwide Cross-Border Summit and it boasts a wealth of retail experts with years of experience between them in expanding their brands overseas.
What can UK online retailers learn from major sales events in China?

What can UK online retailers learn from major sales events in China?

By cleverly orchestrating a string of headline-grabbing shopping holidays throughout the year, China is reinventing retail. But why are Chinese consumers embracing these shopping frenzies so readily and offers and how can overseas retailers learn from this to gain and maintain the competitive edge?
How WeChat is used for Business

How WeChat is used for Business

WeChat has been a hot topic for many marketers for a long time. However, how much do we really know about the most used social network in China? And how is WeChat used for business?
Ecommerce in Australasia

Ecommerce in Australasia

The New Zealand and Australia cross-border eCommerce markets are booming and it is looking to continue this way for the coming years. With almost 17 million savvy and highly engaged online shoppers in the region, what do you need to know about these eCommerce markets and which are the most successful retail sites there?
Ecommerce shipping to Australia

Ecommerce shipping to Australia

It’s easy for any retailer to be attracted to the impressive digital adoption Australia has taken with online retail sales of USD $9.5 bn last year. However, this success is not without its challenges as shipping into this widely fragmented country can affect your business - but how?

Contact Us

eCommerce Worldwide
2 Ching Court
49-53 Monmouth St
London
WC2H 9EY

Tel: 0203 696 0980
2016© eCommerce Worldwide

Keep In Touch

powered by Affino

About eCommerce Worldwide

eCommerce Worldwide provides online retailers with all the information, and resources, they need to develop cross-border strategies for entering new markets around the world
Read More