The impact of global eCommerce competition

When talking about globalisation, it’s impossible to ignore the role of new technology.  Advancements in software, data gathering and digital communications have changed the strategic planning process processes and the way we’re able to operate our global e businesses. Thanks to technology, the world has become simultaneously smaller in distance and bigger in opportunity.

These developments mean that we now face immense international competition when it comes to making our business not only viable, but but also hugely successful. When looking to sell our products online, we now sit in a marketplace that is larger than ever before. After all – if we choose to – we can implement a growth strategy that aims to sell to the entire e-commerce world.

But although this means competition is stiff, this position also has many advantages. The margin for profit is bigger than ever. The room for growth is global. We can provide a product that caters for millions.

But to make sure your global e business is relevant within the global marketplace, it’s imperative to keep up with the expectations of an e-commerce customer.

The growth of international competition in retail means that local Australian businesses selling online need to stay ahead of the curve. But competition is a good thing – it pushes business to perform and streamline, to find efficiencies, whether locally or abroad.

So how can we keep up with, and embrace, international competition?

Make your ecommerce shipping competitive

Ecommerce shipping is among the most challenging aspects of running a small business – particularly when it comes to digital commerce. But, e-commerce shipping solutions are also the most effective method of attracting both local and overseas customers. How your improve  shipping to make it as competitive as possible will depend on the kind of industry you’re in and the types of things you sell.

Getting a package to your customer requires several different steps. Research is key to optimising these steps. You need to choose the right shipping company or companies, and (depending on the scale of your business) look at splitting up your e-commerce delivery process in order to systematically reduce costs and transit times. Using one distributor may provide a simple solution – but you could be paying more than you need to.

Remember, customers want to know where their package is, when they can expect their delivery, and often easy and accessible tracking can be a good substitute for longer e-commerce delivery times.

Use social media

The rise of social media and the adoption of social channels for customer engagement and sales platforms has developed an essentially boundary-less online world.

Ome of the top advantages of social media is the ability to generate significant opportunities for revenue through engaging with customers to drive sales on Facebook, Twitter, Pintrest and Instagram. In a matter of seconds, you can make contact with a customer in another country, in another time zone.

As early as 2015, research service BI Intelligence found that one of the best advantages of social networking was how it drives more e-commerce than email. This shift shows how powerful these social channels and technological infrastructure can be when it comes to selling your products online.

In today’s landscape, sites like Facebook command enormous customer potential. According to 2019 Roy Morgan research , the social media giant is used by 82 per cent of Australia’s Generation Z (those born between 1991 – 2005), 86 percent of Gen Y (1976 – 1990), 87 per cent of Gen X (1961 – 1975) and 86 per cent of Baby Boomers (1946 ­– 1960).

An omni-channel approach to e-commerce – that is, selling through social channels such as Facebook, as well as using a central inventory like eBay – is one of the most effective ways of using social media. Part of the strategic planning process for a modern e-commerce business must be dedicated to exploring and taking advantage of various channels to reach different markets.

Stay responsive and engage with customers

Customers are using smartphones and tablets more and more to make their online purchases. This means that your e-commerce website should have a responsive design and to improve consumer engagement. A responsibe design adapts its display for desktop, mobile and tablet. Many e-commerce solutions software and design services now offer this functionality to enable you to better serve and respond to customers as a given.

However large your desired reach, staying alert to changes in technology and customer expectations will mean that your business can thrive in a world of healthy, boundary-breaking international competition. 

Are you taking advantage of e-commerce solutions to reach a global customer base? Discover Telstra Smarter Business Tools. 

Originally published 14th November 2014. Updated 29th July 2019.