Looking to grow your global ecommerce presence? Going global may be a daunting task for brands—it’s difficult to align and build out marketplace teams, understand the nuances of different regions, gather the right resources, and establish a logistics process that works for your brand. For these reasons and many others, brands are either hesitant to fully embrace a global strategy or try to move forward without the right support, wasting significant resources and likely pulling out of regions later.
So, what are brands to do? Our first recommendation is to find a global ecommerce expert like Pattern to partner with. With the right teams, resources, and knowledge, an effective marketplace partner can guide you through the process in a way that will yield long-term success.
Whether you’re working with an ecommerce accelerator like Pattern or taking a different approach to expansion, one of the best ways to start the process is to test your products’ performance in stages through Amazon’s global market. Here’s how we recommend proceeding:
FBA export is an easy way to test international interest in your products. There’s no extra cost to enroll, no product registration required, no localized pricing, and Amazon helps you throughout the process. They’ll work with you to determine which products are a good fit, then handle fulfillment, import duty, customs clearance, and logistics when customers purchase from you.
It’s good to keep in mind that there are a couple of drawbacks to the FBA export strategy—products aren’t listed on local Amazon storefronts (like Amazon.co.uk), and are ineligible for Prime shipping.
Most brands are pre-enrolled in FBA export, but you can manage your participation at any time, as well as disable certain countries to narrow your testing focus. Overall, it’s an easy, low-risk option to test international demand, and could pair well with strategy tests like country-specific social campaigns before you decide to move forward with a full-fledged regional brand launch.
If you’d like to take your international presence to the next level, selling your products through Amazon’s Global Store is a great option. This is different from using FBA export because orders are fulfilled by your U.S.-based merchant, you’ll have the support of dedicated inventory, and your products get localized listings on Amazon’s international sites.
Selling on the Amazon Global Store allows your brand to gain access to local customers without having to register your products. You get the advantage of in-region advertising and SEO optimization, with local customer support, too. By selling on the Amazon Global Store, you can get a better sense of demand for your products and ramp up your strategy without spending the money to fully establish a local presence.
If you’re looking to extend your Amazon reach, this could be a solution for your brand. The drawbacks are—since your products are being shipped from the U.S., your fulfillment process will take longer and your customers will need to pay for higher shipping costs.
If selling on Amazon’s Global Store is going well and you’re confident in your products’ performance in your target regions, you’re ready to set up a true Amazon local presence. This levels up your strategy up from step 2 with in-region Amazon fulfillment and fast shipping, allowing you to be more competitive with other players on Amazon’s international storefronts.
At this stage, you’re fully invested in your regional consumers and ready to optimize your product performance for traffic, conversions, and price to fully ramp up your revenue potential. You’ll want to consider that you’ll need to go through product registration with a full Amazon local presence, and you’ll be responsible for all of the taxes, duties, and tariffs that apply to your products.
For U.S.-based brands with great performance on Amazon, testing product viability in global markets is a great way to grow and increase revenue. At Pattern, we’ve helped many brands expand internationally, and we know from experience that the best way to approach global expansion is to have the right resources, strategy, and support in place before you do so. As a Pattern partner, we’ll help you analyze your regional competitive landscape, set up a strategic and integrated fulfillment plan, and guide your brand through the process from start to finish.
Ready for global ecommerce success? Set up a call with us here.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.