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Fast delivery and a beautiful photo: REC named factors of successful online export sales

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Fast delivery and a beautiful photo: REC named factors of successful online export sales

A few years ago there was a misconception that high sales were guaranteed by placing goods on Alibaba. In fact, effective sales come from a properly selected customer audience, an attractive product presentation, promotion on the marketplace and fast delivery, said Veronika Nikishina, CEO of the Russian Export Center (REC), at the St. Petersburg International Economic Forum.

She shared that about three years ago, the REC realized that marketplaces could be a good help for exporters and started working in this direction with large and medium-sized companies that produce a lot of products. "But when we saw that there was a large niche that could take advantage of e-commerce methods, we started thinking about what they needed. We realized that we needed to get the marketplace right. A few years ago there was a stereotype that all you had to do was put a product on Alibaba and it would sell. We conducted such an experiment and found out that the export conversion rate was low", Nikishina said.

That is why, according to her, first of all it is necessary to look for a suitable trading platform for the specific product and in this case one should not neglect niche and industry marketplace - the right place is one of the main components of success, because buyers of the category come there, Nikishina emphasized.

"The next step is to place the products correctly, photograph and present them in such a way that the buyer catches the eye. The failures of our exporters are related to the fact that they put up inarticulate and ugly photos, and the customer immediately clicks on them," said the head of the center, also pointing to the importance of a good description of the product.

Then the merchandise must be promoted directly at the site so that it appears in the first lines of search.

Besides, in today's world, the client is "spoiled by fast delivery," so if it takes a month or a month and a half to receive a product, no one will buy it, she concluded.

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Author: Ksenia Gustova

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