Online commerce a boost for exporters — Exporter Magazine

Photo: Tim Baxter.

DHL 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.”

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 past 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 past 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.