Online commerce a boost for kiwi exporters
UNDER EMBARGO: 0500 WEDNESDAY 10 SEPTEMBER 2014
Online commerce a boost for kiwi exporters
• Smaller exporters taking the most advantage of online
Auckland, Wednesday 10 September, 2014 - DHL, the world's leading express and logistics company, has revealed that online commerce has increased business for almost three quarters of the New Zealand exporters (73%) surveyed.
The survey also found that the majority of exporters (76%) are generating at least some export sales from online orders. Of that, 27% of exporters generate at least 50% of their orders through online channels.
Tim Baxter, DHL Express New Zealand Country Manager says: “The online sphere is one of the most rapidly changing areas of exporting, and we believe that it will become a crucial area for those looking to export to offshore markets in the next few years.”
SMEs the most nimble online
The DHL survey also found that those newer to the export market are more likely to adopt an online strategy. Almost one third (32%) of companies that have been exporting for less than five years are generating 100% of their export orders online.
Those newer to the export market are more likely to have their own website as a sales and distribution channel (79% of those trading less than five years), compared to those trading for over 20 years (53%). Overall, 40% of exporters surveyed used their own website as their primary export channel.
Connecting with customers
Maintaining a presence in the online sphere is a highly valuable tool, according to the DHL survey, with 70% of exporters surveyed citing an increase in both visibility and a wider reach to more customers.
Over half (57%) of exporters with an online presence are using analytics to understand their customers traffic and search behaviour on their website.
In the last 12 months 40% of exporters said an enhanced website/online presence was one of the innovative initiatives used to increase export orders.
The announcement comes ahead of the annual Online Fashion Success Workshop in Auckland on Tuesday 23 September, of which DHL is a partner.
“The fashion industry has been an early adopter of online marketing and e-commerce, and an online presence is now crucial for a fashion exporter seeking an international following,” says Tim Baxter. “However building and maintaining an online presence can be a costly exercise, with little financial return. We aim to assist exporters in creating a viable online platform and maximising that both in terms of maintaining a customer database and generating sales,” says Baxter.
The workshop is targeted towards exporters in the fashion industry and offers them valuable insights about technology, distribution and knowledge to create and maintain an online presence that is both engaging to customers and commercially viable. This year’s theme is ‘the business of online fashion.’
“What makes this workshop different is we are offering attendees all the pieces of the puzzle to get their e-commerce up and running straight away. This will be accompanied by some brilliant speakers from the UK, Netherlands Australia and New Zealand who are willing to share their global experience,” says Baxter.
Key survey findings -
• 73% of exporters said online commerce has increased business, up from 67% in 2013.
• 70% of exporters cite an increase in both visibility and wider reach to more customers.
• The majority of exporters (76%) are generating export sales from online orders. Of that, 27% of exporters generate at least 50%.
• Fifty per cent (50%) of exporters also use online commerce as a way to engage with customers.
• Less experienced exporters are significantly more likely to use the Internet as a distribution channel for their products or services.
• One third (32%) of companies that have been exporting for less than five years are generating 100% of their export orders online.
• 40% of all exporters surveyed use their own website as their primary export channel.
• 79% of those trading less than five years used their own website as a sales and distribution channel. Compared to only 53% of those trading 20+ years.
• Over half (57%) of exporters with an online presence are using analytics to understand their customers traffic and search behaviour on their website.
• In the last 12 months 40% of exporters said an enhanced website/online presence was one of the innovative initiatives used to increase export orders.
• 91% offer product and service information on their website, but only 45% offer pricing information.
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*The survey was conducted by ACA Research and 205 New Zealand exporters were surveyed. The research period was 29 April – 16 May 2014.
DHL Express NZ aims to analyse export confidence in New Zealand and identify export trends. The survey is based on nationwide independent research, examining the business outlook of New Zealand exporters, highlighting changes in overseas market demand and providing insights into the factors impacting on New Zealand’s export trade.
About the Online Fashion Success Workshop 2014
Date: Tuesday, 23 September 2013
Venue: Auckland, Shed 10 Auckland Waterfront
Online Fashion Success is a one-day leadership workshop for the online fashion industry. It will feature speakers and leaders from the UK, Netherlands Australia and New Zealand.