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GROW INTERNATIONALLY
~ Youwe ~

Use your answers to think about the broader design landscape Conflict or reinforcement? Dealing with an existing WITH YOUR WEBSHOP
of your own site’s potential. These will form the building dealer network
blocks of your local e-commerce offering. Big brands—think Nike or Sennheiser—are in a position
where resellers want to have them on board. They make the
You could also run quick surveys on Facebook, LinkedIn, or rules. They set the pace. If you want to sell them, you adhere
other social media sites to offer free products or incentives in to their conditions. Not all brands have that luxury. What
exchange for key information from respondents. As a bonus, if your financial success in a certain market has been highly
you’ll also capture new names for your growing database. dependent on third-party sellers? Of course, your retail and
third-party-seller network will perceive a direct-to-consumer
Make sure you develop a list of your product ambassadors as venture as a threat to their revenue stream. And you don’t
well to test ideas on content, product offerings, refinements, want to undermine your existing success. Tjitte Folkertsma
and more. This can also lead to a core list of built-in, explains: “Everybody has to understand this is a long-term
ready-to-go buyers when you launch your localised D2C investment. That’s the bottom line. Sure, in the short term, it
e-commerce site. may have a slightly negative impact on your market. However, NIEUWEGEIN
NL
in the long run, it will make your universe a lot bigger. There NORTHAMPTON
UK
Marketplaces as a first step will be more opportunities for sales, and your business will ROOSENDAAL
NL
Another route to explore a new market is via marketplaces. rapidly broaden its horizons. This is what I see with most of
Third-party marketplaces are those websites like Amazon, our clients when they embark on the D2C route.”
eBay, Bol.com and Zalando, where products and services
are sold on the platform by a third party. That could be a Here are a couple of tips on how to deal with what is
WILLEBROEK
BE
retailer, wholesaler or—you guessed it—a manufacturer. And commonly referred to as ‘channel conflict’: DORSTEN
DE
online shoppers are showing a keen interest, with 35% of
them saying they buy from marketplaces at least weekly and • Be transparent. Good communication about
almost half making monthly purchases, according to a survey your plans, pricing and general strategy might
carried out in May 2022 by Digital Commerce 360, called The ignite difficult conversations at first, but good
Shopper Speaks: Shoppers embrace online marketplaces in record communication will be the best base for continuous
numbers. collaboration.
• Create a single point of truth for your brand. For
When you harness the power of marketplaces, you’re tapping instance, by creating a brand portal or design system
into a ready-made audience. People are already there, so you that helps retailers display your brand correctly, using
don’t have to entice them towards your website. Marketplaces the right imagery, video and tone of voice. More
are a great means to build an audience, trial products and coherence and stronger branding will benefit both
make use of an existing fulfilment infrastructure that can sides in the long run.
help you kick off in a new market. However, the downsides • Turn the threat into an opportunity: There are many
are, first and foremost, that other earlier discussed benefits ways how your D2C e-commerce site can be turned
of acquiring first-hand customer data and having full control into a mutually beneficial platform for both your
over your brand are not (or to a much lesser extent) applicable brand and your retail network. Examples are:
here. Also, marketplaces will nibble into your margins. In • A product configurator that can be used online
conclusion, they are a great way to test a new market or take and in-store.
the few first steps, but they will not serve the purpose of a • A store-locator. BENEFIT FROM MULTIWAREHOUSING
data-driven business model and sustainable brand building in • A delivery system where products can be
the long run if used as a stand-alone channel. “You can still fulfilled from (and sales margins allocated to) AT THE CROSSBORDER EFULFILMENT SPECIALIST
have your own webstore with your own story,” suggests Tjitte the nearest retailer stocking the product.
Folkertsma, Customer Success Manager at Youwe. “However, • Joint promotions.
connecting your brand to a well-known local marketplace can
be a great way to introduce your product to a new market. Exclusive product launches for the retail network Choice between Error-free & effi cient order processing
You also need to consider finding retailers that are interested All the above-mentioned strategies, of course, require solid the best local carriers through robots & automation
in selling your products in that new market. This way, you management of data, brand assets, warehouse and shipping
can already have your D2C approach in a market and start systems. KPMG describes D2C as a “complex opportunity —
building on your reseller network later on. Very often, this one that requires new (but aligned) business and operating
is the easiest way to penetrate a new market since there are models, dynamic partnerships, differentiated customer Always the shortest All your data in a user-friendly
no conflicts of interest with your retailers, as you’re already experiences and a massive amount of data and advanced
selling through those big channels.” analytics. This transition will likely require pace, capital and lead times from one of and clear dashboard
capabilities — with not all of these available in abundance for our 5 E-fulﬁ lment centres
most organisations, many will need to proactively consider
partnerships.” (KPMG,2020) The right integrations and

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