Select Your Service
Rakuten Affiliate Network
Formerly Rakuten LinkShare
Formerly Rakuten MediaForge
Formerly DC Storm
New York June 18 2013
Rakuten LinkShare today announced the results from a commissioned study conducted by Forrester Consulting on selling globally through the affiliate channel. The study, “Key Trends and Best Practices Selling Globally Via the Affiliate Channel,” provides insights into the ways advertisers are using the affiliate channel to reach new customers globally.
As part of the research, Forrester surveyed 2,574 online shoppers across the following eight countries: Australia, Brazil, Canada, France, Germany, Japan, the United Kingdom, and the United States. Additionally, Forrester conducted in-depth interviews with a variety of advertisers and publishers who are currently managing affiliate programs in several countries or are in the process of preparing to expand internationally. Both the large-scale surveys and the in-depth interviews explored the opportunities and challenges associated with cross-border selling via the affiliate channel.
Key findings from the research unveiled:Over the last 12 months, 68 percent of affiliate channel shoppers made an online purchase from a company outside of their home country.The affiliate channel is ideally suited for global advertisers to capture new-to-file customers in both mature and nascent markets.Logistical issues are impeding some growth for advertisers expanding overseas yet the issues are solvable.“With e-commerce expected to grow to $1.3 trillion by the end of this year, advertisers are clamoring for keen insights that will help them refine their global online strategies,” said Scott Allan, senior vice president of global marketing, Rakuten LinkShare. “We believe the study provides the industry with fresh data and key insights that highlight how performance marketing has become a leading strategy for online retailers entering new markets.”
The study takes a closer look at consumer shopping behavior across the eight countries and the factors that influence purchasing decisions such as shipping fees, offers, and comparison shopping sites. Based on the findings, advertisers will be better positioned to increase online sales through the affiliate channel by understanding what types of affiliate sites to recruit from in each country and what types of offers to promote as they work to build their global affiliate channel. The study also looks at spending patterns and other online behavior on a country-by-country basis to help inform decisions related to online marketing strategies.
For example, the research uncovered that U.S. and U.K. shoppers typically spend more when they start their research through the affiliate channel. It also found that U.K. shoppers are more likely to reconsider an abandoned shopping cart if they receive an offer, while Australians are the least likely to respond given the same scenario. Other nuances to the online shopping experience revealed that Canadians are most likely to buy from outside of Canada and 56 percent of shoppers in Brazil plan to increase their percentage of imports next year. Additional topics covered in the study include payment preferences, shipping costs, and duties and taxes.
The research findings were unveiled at the Rakuten LinkShare Symposium New York event, where more than 600 advertisers, publishers and agencies gathered to learn more about the future of affiliate marketing. The study is available for free here.