FEATURES
A BOOMING GLOBAL MARKET
example of how a jewellery brand
and retailers can capitalise on the
growing cross-border opportunity.
The brand offers its global
consumers a seamless localised
online experience. This includes
showing localised content - from
welcome messages to presenting
prices in local currencies, checkout
in various languages and local
taxes and duties calculation
to its wide range of payment
methods and attractive shipping
offering. By implementing this
change, the brand’s conversion
rates from international visitors
increased by more than 160%
and its international revenue has
increased by 367%, pushing the
share of international sales each
week to 25-40%.
We know that the jewellery
‘‘
China is one
of the biggest
markets for
jewellery in
the world, and
mobile is also its
fastest growing
channel,
predicted to see
a compound
annual growth
rate of 12% over
the next four
years
‘‘
26 JEWELLERY FOCUS
market continues to attract shoppers
across the world. Fine jewellery is a
special investment - it is timelessly
chic and an individual item can
hold a valuable meaning with the
beholder, celebrating life cycles and
achievements and various other
memories. The purpose of jewellery
hasn’t changed - but the way in
which we shop for it has evolved
over time.
With the global demand for
jewellery online increasing, it is vital
that jewellery brands and retailers
invest in a slick localised online
experience. Those that do this well
will be able to increase international
sales and conversion rates, improve
international customer satisfaction,
as well as increasing the chances of
customer loyalty - potentially even
for generations to come.
By Nir Debbi, co-founder
and CRO, Global-e
April 2019 | jewelleryfocus.co.uk