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THE

NUMBERS

GAME

Text: Joanna Perry, Global Head of Marketing, Practicology // Photos: Practicology, iStock

How do you prioritise which international markets to enter, or create localised sites for?
Ranking markets on a variety of macro-economic and customer behaviour metrics can show
that the biggest countries don’t always provide the best opportunities.

hen we help a brand to create a strategy for
cross-border e-commerce, the best place to
Wstart is with the numbers. Market prioritisa-
tion analysis, including a mixture of macro-economic
and customer behaviour indicators relevant to online
sales, informs our recommendations.

A brand may ask us to review a global list of countries, with a view
to prioritising the order in which they should invest in localised
websites, or it might be a question of deciding between just two or
three countries in a region.

Here we explain some of the metrics we review for each country, countries with large populations. This is a great example query
showing why taking them in isolation can give a misleading view. to show how population size must be complemented with other
data to determine online sales opportunities. While China’s large
More people, fewer sales population is matched by great numbers for other metrics such
Many of our clients ask us about entering China and India, two as e-commerce market size, and the total number of people who

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