The keys to e-commerce in the UK
Ecommercemag exclusively presents the results of a workshop on November 21, 2012 organised by Acsel and Ubifrance on the operation and modalities of entry to the British e-commerce market.
Among the major challenges facing e-commerce operators in Britain examined by the workshop were the overstepping of national boundaries and the on-going development of cross-border trade. "The UK e-retailers are targeting consumers in other European countries as a means of maintaining their growth and expanding their markets", explains Teresa Marshall of Ubi France in London. This cross-border approach is reinforced by the increased consumer confidence in international shopping. According to a study by the European Commission, they are more than 34% in 2011 to be reluctant to make this kind of purchase.
Viewed the other way around, the expert panel recommends entering the market via marketplaces and draws attention to the sometimes heavy but nevertheless necessary investments involved, such as translation. Christian Jorge of Vestiaire Collective explains: "One of the difficulties we faced when we released our site was that it looked more like a translated website than a native English site. This is unacceptable."