Globalization

The Drive to Embrace Global Commerce

In a nod to the latest market trends and economic realities, companies across all industries are recognizing the need to diversify revenue sources and take advantage of growth markets around the world. As you embrace global commerce — either by expanding into new geographies or introducing new brands to emerging audiences � you must recognize and seize the opportunities in each local market while maintaining a strong global brand. Yet it�s also a challenge to navigate the cultural and business nuances particular to each new market, such as consumer payment preferences and tax and shipping issues. And, there is also the need to accommodate different business processes, such as fulfillment, based on the business model you adopt in each location.

Growing Revenues by Going Global

Despite the challenges of running operations globally, it pays to pursue global commerce. Research from the retail sector shows that retailers operating in multiple countries grow faster than those operating in only one or two. If done correctly, adding countries or brands via your online channel is easier, less risky, and more economical than starting with brick and mortar stores � all while providing greater brand control. In fact, savvy sellers are taking advantage of investments in the online channel to expand revenue opportunities. For example, telecommunications companies like Vodafone are expanding worldwide and providing a mix of services and products in both emerging and established markets.

Research shows that retailers operating in multiple countries grow faster than those operating in only one. Source: Deloitte Global powers of retailing, January 2010.

How to Get Ahead with Globalization

To succeed at global commerce, you need to capitalize on the international awareness and strength of your brand. However, that doesn't mean you need to establish storefronts or other physical locations around the globe. Instead, you can start by serving select countries and then evolve over time to offer multilingual websites and full operations in multiple countries. The key is to leverage a full-featured e-commerce platform that can support the diverse needs in your established and emerging markets. This solution should offer you the agility to test markets without compromising your brand. Just as important, it should provide the flexibility to implement in different ways for various markets. You can complement this foundation by working with a mix of partners and using services in your countries of operation, enabling you to handle different requirements, such as for marketing, payment, and fulfillment.

ATG Provides Everything You Need to Succeed

ATG offers a combination of an industry-leading commerce suite, optimization solutions, flexible implementation options, and a diverse partner network that can help you go global. With our dynamic personalization capabilities, you can present appropriate site content for each country, language, and brand. Plus, with multi-site support for centralized management of multiple catalogs, price lists, and languages � and capabilities for multiple payment types and fulfillment processes � you can easily address a variety of business models and country requirements. You can take advantage of the delivery model that matches your needs for any given country or market, whether it be Software-as-a-Service (SaaS), a managed service, a fully hosted on demand solution, or software licensing. And if you need assistance with strategy, implementation, operations, or translation, turn to our worldwide network of experienced partners.