Amazon’s reach expands past the United States, and Sports & Outdoor brands looking to go global would be wise to keep their eye on the ‘Zon’s growing global presence as an entry point. Sports and the great outdoors are everywhere—not just one country.
Like with any ecommerce platform, there are markets that are seeing growth beyond the United States. That growth represents a chance for brands to find new audiences, markets, and consumers to engage with their product. Many emerging marketplaces will continue to grow for years, so it’s important for companies to get in on them now so that they don’t lose a revenue-driving opportunity down the road.
For Sports & Outdoor brands, this is even more important this year because of the pandemic forcing people to adopt more outdoor activities. For example, bicycle sales jumped 63% and camping sales jumped 31% in June 2020 compared to the previous year. Not to mention, in the US market alone, Sports & Outdoor brand revenue is expected to jump by 14% in 2021. Globally, Statista projects that the most revenue will be made in China (an expected $111,555M in 2021).
With all that in mind, here’s a look at 8 of Amazon’s fastest-growing international marketplaces that brands in the Sports & Outdoor category should especially keep their eye on.
Amazon Singapore is an emerging marketplace, seeing 100% increase in traffic since the start of the pandemic. The country saw a jump from 2 million Amazon website users to 4 million. But don’t let that small number discourage you. Research shows Singapore is going to be one of the biggest markets for Amazon in the near future.
Right now, shoppers are focused on travel, fashion, and beauty products. Food and personal care, toys, and electronics are growing, too. Singapore is a market that’s set to emerge over the next few years, and the sooner you get in, the more marketshare you’ll own in the long run.
Amazon didn’t launch its market in Turkey until 2018. Consumers in the country are buying up fashion, electronics, toys, and grocery more than anything right now, according to recent data. But that same data suggests you should target marketing toward younger buyers since 95% of users between the ages of 16-24 use Amazon in the country.
Outdoor and sports companies would be hard pressed to find a culture as diverse with its Sports & Outdoor participation as Australia. The AU has also seen a relatively quiet response to the pandemic, which makes it all the more easy for brands to expand their reach out there, too.
Plus, Pattern has two AU offices with first-hand experience selling on Amazon Australia. Our team down under can provide roadmaps to growth for any Sports & Outdoor brand looking at the market to see if it’s right for them.
Brazil has become an emerging ecommerce market in recent years. Brazil accounts for over 1/3 of all Latin American ecommerce sales, which were projected to surpass $16.7 billion USD by the end of 2020. The country would be a smart play for any Sports & Outdoor company due to the country’s wide market of consumers and sheer number of consumers on the other end of the screen.
Brazil also is a country that often embraces the apparel market, which is a hot spot if you’re a sporting or outdoors company. While some restrictions and local nuances can make this market a bit more difficult to navigate, success is possible with the right trading partner.
Canada saw a 44% jump in traffic since the start of the pandemic, going from 117 million Amazon website users to 169 million. The country has had a rather smart reaction to the pandemic, and there is no shortage of Sports & Outdoor activities in America’s neighbor to the north. Hockey and soccer remain constant competitions there. Hiking, camping, and biking are popular in rural areas and cities alike.
Amazon CA might be a great fit for your brand if you’re looking to expand globally but want to test the waters somewhere closer to home first. Plus, Amazon offers their NARF (North America Remote Fulfillment) program that can help brands share inventory across CA and MX, making the experience even easier on the onset.
Japan saw a 12% growth from February to August, rising from 527 million in Amazon website traffic to 592 million in traffic. Japan is an important place for brands to expand their presence because they have had one of the best responses to the pandemic, which has allowed consumers to purchase products for entertainment, sporting, and leisure rather than just stocking up food and toiletries.
The athletic nature of the country gives Sports & Outdoor brands the opportunity to reach a bigger audience there. Of course, be aware that cultural practices are much different. We’d recommend knowing the nuances of the Japanese market before you make the leap.
Germany saw a 10% growth from February to August, jumping from 455 million in Amazon website traffic to 500 million in traffic. Germany has a high sports and outdoor culture, too. Plus, Amazon.de remains the most popular online store for the Sports & Outdoor category, making nearly $300M in revenue in 2018.
We recently opened our first office in Germany this year, so if you want to sell on Amazon Germany with Pattern, rest assured that you’ll have direct expertise with experience with the language, culture, and nuances of the market.
Last but not least, the United Kingdom saw a 25% growth in 2020 alone, raising from 362 million Amazon website traffic to 453 million. Read more about the EU’s ecommerce growth in our ecommerce report here.
The UK would be a prime market for Sports & Outdoor brands to embrace since the location is a sports and outdoor hub. Not to mention, user penetration in the Sports & Outdoor market in the UK is estimated to grow from 22% in 2021 to nearly 30% by 2025. Capitalizing on that growth early will help you grow more in the long run.
Interested in selling in one or more of these markets? We’ll help you sell in Amazon’s Sports & Outdoor category internationally. Contact a Pattern representative to schedule a demo of our services below.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.