Promodo Partners Ecommerce Export Conference — Istanbul, 2019

The ninth Promodo Partners conference was held on March 22nd in Istanbul, the largest city of Turkey. The decision to focus on e-export was due to a number of reasons. First of all, Turkey is the 4th largest export market in the EU, secondly, this vertical is extremely interesting for large-scale businesses, and thirdly, we were inspired to gather the leaders of Turkish retailers at a single location.

Promodo Partners Istanbul

We invited C-managers of the top Turkish online stores such as Alibaba.com, Hepsiburada, and COLIN’S to become our speakers, and organised an event that was closed to sales representatives and advertising agencies. Traditionally it was a free, invitation-only conference since we wished to provide our participants with a high level of confidence, encourage them to discuss their relevant issues with market colleagues, and find potential partners.

Promodo Partners Istanbul 2019

8 Promodo Partners speakers shared their business experience and particularly, export practices

Almost all of them highlighted localisation as the number 1 issue for retailers who decided to enter a new market.

Theodoros Koloveros, the International Growth Manager CEE at Google, presented, that:

  • 72% of consumers spend most of their time on websites in their own language;
  • 82% of shoppers are more likely to buy if promotional material is in their own language;
  • 56% of the consumers said the ability to obtain information in their own language is even more important than price;
  • 67% of online shoppers abandon carts because a site doesn’t support local payment methods.

Theodoros Koloveros google

These facts were approved by Yasemin Celikboy, the head of international sales and marketing at Hepsiburada. The most visited marketplace in Turkey and the largest e-commerce player in Eastern Europe, the Middle East, Africa and Russia has almost 20 million products. Since the markets, they are working in, have their specific culture and unique languages, translation of all new product in stock instantly and simultaneously is almost impossible, so they need to focus only on the ‘hero’-products, — said Yasemin Celikboy.

Yasemin Celikboy, Hepsiburada

Cüneyt Erpolat, the Country Manager of Alibaba.com Turkey, considers localisation to be one of the essential factors of global business success:

“Having the marketing efforts, having the commercial activities, you need to localise it; you need to be ready to localise your message to the market you are trying to crack. Being global doesn’t mean that you will have one campaign and that one campaign is going to be working in another country. Actually, it’s not the case. Yes, it takes some personalisation, it takes some tailor-made approaches, but I think, this is the way to become successful.”

Cuynet considers that even giant brands like Apple needs to optimise their ad campaign and products to each country.

Cüneyt Erpolat Alibaba Group

Saygin Emeksiz, the Head of International Sales Group at COLIN’S, said that working in the fashion industry requires even more thing when we are talking about global business.

“We have 750 stores in 27 countries, and their attitude and size sets are totally different. We create localised size sets for each country and then produce products with these sewing patterns”.

Moreover, COLIN’S try to invite the models for their TV campaigns from the local country and capture videos on the authentic locations.
Additionally, Saygin admitted that they never outsource social media marketing. Even entering a new market, they send their in-house managers to live in that country up to 6 months to take notes about national peculiarities.

Saygin Emeksiz COLIN'S

Among other things, all speakers highlighted brand awareness and logistics as the key challenges ecommerce retailers can face when expanding their business to a new market.

promodo conference istanbul

The video review of the conference will be available soon. And today, you can check out the photo report from Promodo Partners Istanbul on our Facebook profile.

We want to thank all our speakers and participants for joining us at the Promodo Partners conference in Istanbul. It was an exciting experience. Looking forward to meeting you at Promodo Partners Kiev on May 16!

Leave a Reply

avatar
  Subscribe  
Notify of

Recent posts

Call tracking with dynamic number insertion (DNI): how to track the ad source of inbound calls

March 12, 2021

When it comes to effective distribution of marketing budgets, eCommerce businesses that accept orders not only through the digital carts on the website but also through inbound calls, all face the same problem: the inability to see a unified picture of marketing channels that brought customers to their decision to purchase. Here call tracking tools Continue reading >

How to combat cart abandonment with UX: detecting common checkout mistakes of eCommerce brands

February 23, 2021

Online checkout stats shows that more than 80% of online customers abandon their shopping carts. Out of them, about 87% are going to finish their order later. We are not sure if businesses are ready to sacrifice and lose time waiting for those 87% to return and complete the checkout, that’s why in this article Continue reading >

Making the most of email marketing in the beauty industry | Case Study

January 29, 2021

How to engage your mailing subscribers to visit your website? What’s the optimal mailing frequency? How to increase your conversion rates with email marketing? These questions are frequently asked by marketers. The situation gets even more challenging when it comes to the subscribers of a well-known beauty brand. In this material, we share the email Continue reading >

How to market furniture: email, content and remarketing as parts of IKEA marketing strategy

January 28, 2021

Furniture marketing is peculiar for certain reasons. First is that for customers buying furniture this is often emotional and exciting. Second is that this process, when online can take time – there is no way to literally “try on” or test an item. And third is that quality furniture costs money, almost like a small Continue reading >

Let's get the ball rolling

Please fill in this short form and we will be in touch with you soon

For any questions [email protected]

UK | USA | EST

+44 (0) 20 313 766 81
+44 7852 537715

Lincoln
The Terrace AT5,
Grantham Street,
LN2 1BD

+1 347 809 34 86

Las Vegas
6920 S. CIMARRON RD.,
Suite 100,
NV 89113

Tallinn
Roosikrantsi 2-K230,
Kesklinna linnaosa,
Harju maakond,
Tallinn 10119

CEE Ecommerce Report 2019

Based on the analytics data of 292 websites

enter correct name, please
enter correct e-mail, please

Promodo Partners Ecommerce Export Conference — Istanbul, 2019

0
start now

Start now