B2B AUDIENCE ENGAGEMENT

B2B AUDIENCE ENGAGEMENT

A variety of recent surveys have indicated that whilst online retailing gives you a shop window to the world, actual purchasers are far more likely to come from closer to home. The research also indicates the regional differences country by country, with buyers in some areas so reluctant to leave their own shores when purchasing online that up to 95% of purchases are made in their own country.

The two key drivers for those prepared to shop further afield are price and availability, whilst the principal concerns for those not willing to cross borders are trust and communication.

Will the situation change? Probably, but slowly. With governments looking at legislation to promote free trade and cross border selling, and e-tailers evolving their models to address the issues of purchaser’s location, inroads will be made. However, in the short term in-country strategies are likely to return greater success.