This week in international marketing: International eCommerce | Voice Search | Global Products & Content | Starbucks In Australia

by Julia Litvin

1. How to Grow Your eCommerce Business Internationally

Worldwide eCommerce sales grow year on year.

By 2021, they will equal $4.479 trillion. In 2017 alone, China was responsible for 67.1% of all eCommerce sales worldwide.

If you have saturated your home market, it’s time to think about expanding into international markets. After all, there are over 7.5 billion people in the world, and only 325 million of them are in the US.

And international consumer markets really are growing at a rapid pace. Yet, it seems US companies aren’t expanding at the same rate as other developed countries.

Only 1% of the 30 million companies in the US sell internationally.

If you’re one of the 99% that hasn’t expanded overseas, perhaps you don’t know how to begin. Or even if you have an idea of how, you may not know how to do it efficiently and successfully.

Well, lucky for you, here’s your comprehensive guide to going international with your eCommerce store:

Source: How to Grow Your eCommerce Business Internationally

2. 6 Ways to Win at Voice Search in Multiple International Markets

Around half a century after the first digital speech recognition tool and 20 years after the first search engine, the two technologies were combined to create ‘Voice Search’. In 2011, the big tech companies started to introduce the first popular tools. Google rolled out ‘Search by Voice’ to, and Apple added Siri to the iPhone (after purchasing the app for $200 million).

Due to the iPhone’s popularity and users’ willingness to interact with a phone by talking into it, Siri became the first mainstream, ‘intelligent’, natural language voice search assistant.

Since then, voice search has grown massively and created a new billion-dollar industry in voice assistants. According to comScore, 40% of adults now use voice search once per day, and by 2020, over half of all searches will be voice searches.

As you can see from these statistics alone, now is the time to start to optimise your online marketing for voice search. Here are described six ways for you to get started, especially if you are targeting multiple international markets.

Source: 6 ways to win at voice search in multiple international markets

3. 5 Tips to Create Products and Content that Scale Globally

Gone are the days of building products for domestic markets only. In a typical product development scenario, a good deal of time and effort is spent focusing on local customers. 

While taking a local-first approach is a solid strategy for some businesses, for those looking to new markets, this approach no longer works. Companies that have any hope of growing, competing, and succeeding internationally will need to think outside their home country—and this means adopting a global-first mindset. 

In this case, a product internationalization strategy is essential for global growth. Internationalized products can be adapted to reach a wider audience, both domestically and internationally, making them easier to deploy on a global scale. 

So, if you’re ready to conquer new international markets, here are five tips to get you started.

Source: 5 tips to create products and content that scale globally

4. Why Starbucks Failed In Australia 

Starbucks can be found all over the world, from Shanghai to Guantanamo Bay. But there is one continent that was uninterested in the coffee giant. Australians largely rejected Starbucks' attempted takeover, which led to an embarrassing retreat for the brand.

Source: Why Starbucks Failed In Australia

This was our 'best of the week'. Next week we will continue to provide you with the interesting and current news on digital globalization, culture, language, localization and international digital marketing.

Stay tuned.

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