While having distributors with a strong sales presence and close working relationships with the key customers is primordial, retailers should make it a point that their distribution partners are e-commerce savvy, says Augusto Beato of Portland SEO.
He added that brands should take the lead on educating their global distribution partners to seamlessly expand internationally. "Many international distributors and resellers are not e-commerce savvy, so e-commerce firms should take the initiative in helping their partners build their digital commerce skill sets," Beato, who is the CEO of Portland SEO, pointed out.
He added that since e-commerce is always evolving and growing, retailers should be proactive in getting their products in front of customers and other businesses.
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Eventually, these distribution partners will not only offer traditional regulatory and operational support but also can actively enable digital commerce growth while controlling brand content and storytelling.
Beato based his observation on a new study by the Global E-Commerce Leaders Forum (GELF), which highlights growth and distribution strategies brands and retailers should implement to optimize international e-commerce operations now and in the future.
GELF surveyed senior e-commerce executives at branded manufacturers and traditional retailers to understand how leaders are leveraging digital to grow their international distribution footprint.
“Executives need to understand that simply having a direct or traditional distribution partner presence isn’t enough in today’s borderless world. They must continually embrace new marketplace partnerships and emerging shopping channels, and invest in digital marketing and e-commerce innovations to stay relevant,” said Kent Allen, co-founder of GELF and primary author of the report.
“As Amazon and Alibaba evolve to become global distribution partners, retail brands must innovate with other distribution partners to provide the digital experience the international shopper now expects,” Allen added.
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