An Exporter’s Guide to the UK An overview of the UK export environment from the perspective of American SMEs INTERNATIONAL WEB MARKETING Online business in Europe Introduction to the EU online environment and ecommerce An ibt partners presentation © Share this

Online in Europe p.2 ONLINE BUSINESS IN EUROPE NameJob title John WorthingtonManaging Bill PattersonManaging Director - ibt Team of experienced and professional business developers and web- marketers, based in the USA, the UK, Germany and France. Provide international business and trade development through the application of online technologies and services. Clients are EU and US companies with export and international business development objectives.

Online in Europe p.3 ONLINE BUSINESS IN EUROPE TABLE OF CONTENTS3 EU ONLINE MARKET OVERVIEW4 THE BIG THREE5 #1 UNITED KINGDOM9 #2 GERMANY10 #3 FRANCE11 EUROPEAN ONLINE TRENDS12 ONLINE IN EUROPE – ONLINE PRESENCE AND ONLINE MARKETING15 SEARCH ENGINE OPTIMIZATION IN EUROPE17 SOCIAL MEDIA IN EUROPE18 REPORTS AND ANALYTICS IN EUROPE19 QUESTIONS20

Online in Europe p.4 EU ONLINE MARKET OVERVIEW 500 million inhabitants 375 million Internet users 225 million eshoppers EUUSA Ecommerce market value (2012) $379Bn$225Bn Expected ecommerce growth ( ) 18%13% EU

Internet users in million (2012) Online in Europe p.5 THE BIG THREE United Kingdom, Germany and France represent 47% of the EU Internet users

Online in Europe p.6 THE BIG THREE 2012 Comparison

Online in Europe p.7 THE BIG THREE 2012 Comparison

eCommerce spend in $Bn (2012) Online in Europe p.8 THE BIG THREE United Kingdom, Germany and France represent 69% of the EU ecommerce spend

Online in Europe p.9 Highlights 55 million Internet users 87% Internet penetration Largest EU ecommerce economy at $132Bn Highest EU ecommerce share of total retail sales: 16% ecommerce growth at 14% Highest EU spend per capita at $3,435 UNITED KINGDOM 63 million inhabitants GDP of 2.43

Online in Europe p.10 Highlights 68 million Internet users 84% Internet penetration 2 nd largest EU ecommerce economy at $69Bn ecommerce share of total retail sales of goods: 6% ecommerce growth at 22% EU spend per capita at $1,810 GERMANY 82 million inhabitants GDP of 3.4

Online in Europe p.11 FRANCE Highlights 55 million Internet users 83% Internet penetration 3 rd largest EU ecommerce economy at $62Bn ecommerce share of total retail sales of goods: 5% ecommerce growth at 19% EU spend per capita at $1, million inhabitants GDP of 2.61

Online in Europe p.12 Goods vs Services The EU ecommerce spend goods/services ratio ranges between 50%/50% to 65%/35% EUROPEAN ONLINE TRENDS B2B ecommerce EU and US online B2B sales account for 35% of total revenue Customer demand/expectations drive B2B

Online in Europe p.13 EUROPEAN ONLINE TRENDS Cross-border sales Cross-border ecommerce is expected to grow twice as fast as domestic sales within 5 years Ecommerce growth rates France, Germany, Italy, Spain, and Poland will continue to be the fastest growing EU markets at >

Online in Europe p.14 EUROPEAN ONLINE TRENDS Mobile usage and mcommerce EU average 10% of Internet users use smartphones for access mcommerce share of total ecommerce at 5.5% UK, the EU leader 25% of Internet users use smartphones for access mcommerce share of total ecommerce at 12% (17% by end

Click here for an Online Presence Diagnosis! Online in Europe p.15 Online Presence Strategic planning Wireframes and website architecture Content localization and translation Design Content Management System Hosting Website build Testing URLs Site launch Michael Hawksley, Online Business Director Click on the image to play a video!

Online in Europe p.16 Online Marketing Search Engine Optimization (SEO) Paid search and advertising Social media Lead generation Client Relationship Management (CRM) Analytics and reporting Tereza Roubalikova, Project Manager Click on the image to play a video!

SEARCH ENGINE OPTIMIZATION IN EUROPE Click here for an Online Presence Diagnosis! Online in Europe p.17 If European search engines can't find you, your targeted audiences in Europe can't either. Search results and criteria are different in each country, and simply translating a page is not enough to get you listed! Over 200 factors influence ranking of your website. Download our ebook Optimizing websites for European search engines Optimizing websites for European search engines Click on the image to play a video!

SOCIAL MEDIA IN EUROPE Click here for an Online Presence Diagnosis! Online in Europe p.18 In 2014, Europe had almost 250 million active social media users. Facebook, Google+ and Twitter are the key networks. LinkedIn has lower social media penetration, but generates very high quality interactions: discussions, website visits and inbound enquires. Facebook, LinkedIn and Google+ require only a single account to manage and target your social media presence across countries. Download our ebook Managing social media in EuropeManaging social media in Europe

REPORTING AND ANALYTICS IN EUROPE Online in Europe p.19 Tracking software provides you with insightful information. Interpretation of data and setting it against other corporate activities is an essential analysis to ensure continuous improvements. Download our ebook Return on Investment in country specific websites and online marketingReturn on Investment in country specific websites and online marketing

Online in Europe p.20 Thank you for attending the presentation John will be happy to answer your questions QUESTIONS Don’t forget to download this presentation at: Click on the image to play a video!

Online in Europe p.21 PUBLICATION Produced by the ibt partners publications team. Contact us at: Sources: European Commission Export.gov Census.gov Ecommerce Europe: Europe B2C Ecommerce Report 2013 EMOTA: Update on E-commerce in Europe Centre for Retail Research: Online Retailing: Britain, Europe and the USA 2014 Intershop: E-commerce Report, Fall 2013 If you like this publication, find more at: