فرص كبيرة للمستهلكين في الولايات المتحدة مع انخفاض الرسوم الجمركية والضرائب على البضائع الأوروبية
 
صورة كريس هاتشينزكتب: كريس هاتشينز
28 أبريل، 2016

فرص كبيرة للمستهلكين في الولايات المتحدة مع انخفاض الرسوم الجمركية والضرائب على البضائع الأوروبية

It’s good news for American shopaholics—but it’s a powerful, and profitable, opportunity for European e-retailers.

 

Last month, U.S. Customs and Border Protection made an announcement that pleased plenty of e-commerce-savvy Americans—and lots of European e-retailers, too.

Thanks to an amendment recently signed by President Barack Obama, the limit on daily duty-free purchases from European vendors has increased by 300%, from $200 to $800. This means U.S. consumers can buy far more from EU companies before paying pricey duties and import taxes.

This is great news for American shopaholics, but it's an even bigger win for European companies keen to connect with U.S. consumers. These retailers should notify their existing American customers about the policy change, to invigorate cross-border sales and spark higher average order values.

For American customers, the savings can be significant. According to Internet Retailer, a pair of men’s shoes priced at 230 euros ($259) would have originally incurred customs costs of nearly $50. Not anymore. Another perk? Packages from the EU (with values under $800) won’t be held up in customs until duties are paid, experts say.

This is an especially timely development for EU-based companies eyeing the U.S. market. There's no better time to launch localized English-language e-commerce sites to serve new U.S. customers.

We’re certain to see an uptick in sales for the U.S.-market sites we operate and optimize for our major European retail clients such as ASOS, Dune and many others.

Based on our experience localizing European e-retail sites for U.S. customers, American shoppers will be curious about new retail sites catering to their needs. But they may not always be willing to spend big, since they're unfamiliar with a European store's brand.

We've found an easy way to sidestep this skepticism and woo Yankee customers. By proactively presenting risk-mitigating messaging throughout an English-optimized site-such as highlighting robust return policies, speedy delivery times and other differentiators- Americans will quickly come to trust a "new" European brand.

We recently helped one EU-based fashion retailer overcome this very challenge. When we displayed credibility-boosting banners for American shoppers throughout the checkout funnel, conversions skyrocketed. In mere days, checkout rates surged by 27%, generating almost $200,000 of additional revenue.

We projected this kind of customized messaging could deliver $11.5 million of incremental revenue over the course of a year.

Even without such customizations, EU retailers can win big by tapping into the U.S. market. One week after UK retailer Dune’s localized U.S. site debuted in 2015, sales to that market doubled.

 

كريس هاتشينز

أخصائي اتصالات التسويق

Chris Hutchins helps produce MotionPoint's marketing and sales materials.

 

نُبذة عن Motionpoint

تساعد MotionPoint العلامات التجارية العالمية على النمو من خلال إشراك وإثراء حياة العملاء الجُدد في الأسواق حول العالم.

تعتبر منصة MotionPoint أكثر بكثير من مجرد خدمة ترجمة المواقع الإلكترونية الأكثر فعالية في العالم، فهي تجمع بين التقنية المبتكرة، والبيانات الكبرى، والترجمة ذات المستوى العالمي، وخبرة التسويق العالمية. يضمن توجه MotionPoint الجودة، والأمن وقابلية التوسع اللازمين لتحقيق النجاح في السوق الدولية عالية التنافسية - على الإنترنت وخارجها.

 

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