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Smart strategies for
cross-border e-commerce
International Payment Processing

Presented by:
Julian Wallis
Head of Sales – UK & Ireland
Ogone Payment Services
Mob: 07884 005565
jwa@ogone.com

23rd April 2013
Ogone’s Global presence
Local expertise with global reach and access
USA
New York

UK
London

Netherlands
Mijdrecht

UAE
CPSP

India
EBS

Staffing
Europe: 175+
India: 200+

France
Paris

Belgium
Brussels
Headquarters

Switzerland
Zurich

Germany
Cologne

Austria
Vienna
Borders? What borders?
I’m already
selling
online...

I accept
international
credit cards...

My site can be
accessed from
anywhere in
the world...

English is the
international
language...

24 hours a
day...

The whole
world is my
market place!
But...
• Are you appealing to local markets overseas?
• Are you thinking the way local people think?
• Are you possibly excluding potential buyers?

 Are you really maximising
your online sales opportunities?
Cart Abandonment Vs Increasing Conversions
Consider the marketing
effort and costs to get
people to your site...?

Source: Chase Paymentech Infographic 2013

Not an after thought...
All too often the payment process
is completely overlooked…
Consider this...
Visa & MasterCard represent over 100 million credit & debit cards in the
UK alone
American Express, Diners and JCB  Another 25 million.
Since 2000, UK internet shoppers have spent well over £250bn online,
rising from £0.8bn to an estimated £78 billion last year.
£2.50 of every £10 in retail now spent online
The UK accounts for the highest purchase volume in Europe with 14%
growth in 2012
50% year on year growth rates…in the past

Sources: IMRG / Nielson Reports
Some say...
The UK market is maturing.

However...
Online sales set to continue to grow in western
continental Europe (estimated 20-30% in 2013)
Smart strategies for cross-border e-commerce, Ogone
Smart strategies for cross-border e-commerce, Ogone
Want to take your
business to the next
level?

Expand your e-commerce
business across borders...
The whole world can be your market place
Local payment methods

??

??

??
Only credit cards?
In the UK...

Source: Ogone Research 2011
Across the borders of the UK...d = less than 15%

France
>>
Spain
>>
Italy
>>
Austria
>>
Netherlands >>
Germany
>>

?
?
?
?
?
?

...less than 76%
...less than 65%
...less than 59%
...less than 33%
...less than 15%
...less than 14%

The use of debit and credit card is
much lower in some countries

Source: Ogone Research 2012
Fact is...
60% of all on-line cross-border transactions are not
completed because the merchant trader does not provide
adequate payment methods for international payments.

Source: Study by European Commission on e-commerce for consumers
Think outside the credit card box

Source: Ogone Research 2012
Acquiring network

Payment methods
by type

Payment methods
mapping

Ogone serves national and international payment methods
Credit Cards

Debit Cards
Online Banking
Pre- Paid & e-Wallets
Direct Debit
Invoice
Online Consumer Credit
Purchasing Cards
Acquiring network
BEL
Mister
Cash

Payment methods
by type

NED

GER

iDEAL

ELV

Payment methods
mapping

DEN
Dankort

GBR
VISA
Electron

FRA
Carte
Bleue

SWI
PostFinance

AUT
EPS

ALL
COUNTRIES
Ogone Collect - Payment Methods
non-credit card online payment methods

Belgium
Netherlands
Germany
Austria
France

In development
Ogone offers Ogone Collect through its subsidiary Tunz.com who
delivers collecting services using its own acquiring service. Tunz.com collects
funds on behalf of your business and pays out the funds according to the
agreed term & conditions.
Secure open invoice & invoice processing

***Third party agents that provide guaranteed Open Invoice & Account payments***

Benefits
1.Increased sales - shown to increase sales by 30%
2.No risk–third party take the credit risk, so guarantee funds to merchant
(note: acceptance of customer payment is dependant on credit score - circa
50% )
3.Seamless – Fully integrated into Ogone’s platform
4.Acceptance – 65% of Germans state that pay by invoice / direct debit are
their preferred payment methods
5.Consumer ease & convenience - just submit bank account details - no
complex PIN or Post-Ident procedure
Local payment methods

Local languages

??

??
Multilingual / Localised
Payment Pages
How many languages!
Consider your payment pages...
Who is your target market?

 Chinese Mandarin
 Danish
 Dutch
 English
 Flemish
 French
 German
 Italian
 Japanese
 Norwegian
 Polish
 Portuguese
 Russian
 Spanish
 Swedish
 Turkish
 etc…
Multilingual payment pages
UK Cardholder

English text

UK acquirer
Multilingual payment pages
French cardholder

French text

French acquirer
Multilingual payment pages

Dutch local
payment method

Airline industry
payment method
Multilingual payment pages

German
local
payment
method

German text
Multilingual payment pages

French local
payment method
International payment pages
EU Domain

Prompts for country
specific sites

Local and
international
payment methods
Local payment methods

Local languages

Local currencies

??
Multi-currency options...
Local currencies for
local markets...

Dynamic Currency
Conversion = extra revenue!

Accepting Euros =
big advantage

Consider other currencies ...
but balance with the
practical realities
Dynamic currency conversion
Multi-Currency DCC
Automatically offer your customers
the choice of paying in their own
currency and benefit from an
additional revenue stream

www.global-blue.com

Find a DCC partner

Now seeing increasing trend in
merchants offering on-line
dynamic currency conversion
www.fexco.com
DCC – process flow
Query to DCC
provider

Pay with
CC

Selection
of goods

Conversion to consumer
currency by DCC provider

$100
$ 100,-

$ 100,-

€
€75

EU Customer

EU Customer

Customer opts for payment in €
Credit card
statement

$100 (Merchant currency amount)



€ 75

€ 75 (DCC amount incl. margin)

EU Customer
Bank Account/
Acq. Statement

$100

US Merchant

Transaction processing

Authorisation in €
DCC – cardholder has choice
Local payment methods

Local languages

Local currencies

Acquiring options
Local vs international
United
Kingdom

Other
countries
Other considerations?
Cost Savings

Local Vs international suppliers

Economies of scale

Consolidation of suppliers

Accelerated expansion

Local Vs central reporting

Greater market penetration
Currency fluctuations
Increased client base
Pricing across borders
Reduced cart abandonment
Logistics / distribution

Increased conversions

Local taxes and VAT

Increased revenues

Management / staffing

Grow your business...

Julian Wallis | Head of Sales | jwa@ogone.com | 07884 005565
Cross Border Ecommerce Summary
Countries & Regions
Consider which countries or regions you are looking to target?

Payment Methods
The landscape offers a huge range of payment methods with different benefits...

Specialist Consultancy
Choose a payment service provider (PSP) that can provide consultancy. Specialist knowledge on
local and international payment methods is an essential ingredient for success

Collecting Services
Consider working with a PSP that offers collecting services on key alternative and local payment
methods to make it easy for you via a single contract

Localisation
Consider your approach to local domains…local language…local acquirers and local
currencies

A Seamless Journey
Don't create unnecessary barriers in your checkout process. Providing a seamless journey will
make the customer far more comfortable and give you a better chance of success.

Successful Results?
Cross-border e-commerce will lead towards increased revenues for UK online retailers and is the
best strategy for success for UK companies in 2013.

Julian Wallis
Head of Sales
jwa@ogone.com
07884 005565

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Smart strategies for cross-border e-commerce, Ogone

  • 1. Smart strategies for cross-border e-commerce International Payment Processing Presented by: Julian Wallis Head of Sales – UK & Ireland Ogone Payment Services Mob: 07884 005565 jwa@ogone.com 23rd April 2013
  • 2. Ogone’s Global presence Local expertise with global reach and access USA New York UK London Netherlands Mijdrecht UAE CPSP India EBS Staffing Europe: 175+ India: 200+ France Paris Belgium Brussels Headquarters Switzerland Zurich Germany Cologne Austria Vienna
  • 3. Borders? What borders? I’m already selling online... I accept international credit cards... My site can be accessed from anywhere in the world... English is the international language... 24 hours a day... The whole world is my market place!
  • 4. But... • Are you appealing to local markets overseas? • Are you thinking the way local people think? • Are you possibly excluding potential buyers?  Are you really maximising your online sales opportunities?
  • 5. Cart Abandonment Vs Increasing Conversions Consider the marketing effort and costs to get people to your site...? Source: Chase Paymentech Infographic 2013 Not an after thought... All too often the payment process is completely overlooked…
  • 6. Consider this... Visa & MasterCard represent over 100 million credit & debit cards in the UK alone American Express, Diners and JCB  Another 25 million. Since 2000, UK internet shoppers have spent well over £250bn online, rising from £0.8bn to an estimated £78 billion last year. £2.50 of every £10 in retail now spent online The UK accounts for the highest purchase volume in Europe with 14% growth in 2012 50% year on year growth rates…in the past Sources: IMRG / Nielson Reports
  • 7. Some say... The UK market is maturing. However... Online sales set to continue to grow in western continental Europe (estimated 20-30% in 2013)
  • 10. Want to take your business to the next level? Expand your e-commerce business across borders... The whole world can be your market place
  • 12. Only credit cards? In the UK... Source: Ogone Research 2011
  • 13. Across the borders of the UK...d = less than 15% France >> Spain >> Italy >> Austria >> Netherlands >> Germany >> ? ? ? ? ? ? ...less than 76% ...less than 65% ...less than 59% ...less than 33% ...less than 15% ...less than 14% The use of debit and credit card is much lower in some countries Source: Ogone Research 2012
  • 14. Fact is... 60% of all on-line cross-border transactions are not completed because the merchant trader does not provide adequate payment methods for international payments. Source: Study by European Commission on e-commerce for consumers
  • 15. Think outside the credit card box Source: Ogone Research 2012
  • 16. Acquiring network Payment methods by type Payment methods mapping Ogone serves national and international payment methods Credit Cards Debit Cards Online Banking Pre- Paid & e-Wallets Direct Debit Invoice Online Consumer Credit Purchasing Cards
  • 17. Acquiring network BEL Mister Cash Payment methods by type NED GER iDEAL ELV Payment methods mapping DEN Dankort GBR VISA Electron FRA Carte Bleue SWI PostFinance AUT EPS ALL COUNTRIES
  • 18. Ogone Collect - Payment Methods non-credit card online payment methods Belgium Netherlands Germany Austria France In development Ogone offers Ogone Collect through its subsidiary Tunz.com who delivers collecting services using its own acquiring service. Tunz.com collects funds on behalf of your business and pays out the funds according to the agreed term & conditions.
  • 19. Secure open invoice & invoice processing ***Third party agents that provide guaranteed Open Invoice & Account payments*** Benefits 1.Increased sales - shown to increase sales by 30% 2.No risk–third party take the credit risk, so guarantee funds to merchant (note: acceptance of customer payment is dependant on credit score - circa 50% ) 3.Seamless – Fully integrated into Ogone’s platform 4.Acceptance – 65% of Germans state that pay by invoice / direct debit are their preferred payment methods 5.Consumer ease & convenience - just submit bank account details - no complex PIN or Post-Ident procedure
  • 20. Local payment methods Local languages ?? ??
  • 22. How many languages! Consider your payment pages... Who is your target market?  Chinese Mandarin  Danish  Dutch  English  Flemish  French  German  Italian  Japanese  Norwegian  Polish  Portuguese  Russian  Spanish  Swedish  Turkish  etc…
  • 23. Multilingual payment pages UK Cardholder English text UK acquirer
  • 24. Multilingual payment pages French cardholder French text French acquirer
  • 25. Multilingual payment pages Dutch local payment method Airline industry payment method
  • 27. Multilingual payment pages French local payment method
  • 28. International payment pages EU Domain Prompts for country specific sites Local and international payment methods
  • 29. Local payment methods Local languages Local currencies ??
  • 30. Multi-currency options... Local currencies for local markets... Dynamic Currency Conversion = extra revenue! Accepting Euros = big advantage Consider other currencies ... but balance with the practical realities
  • 31. Dynamic currency conversion Multi-Currency DCC Automatically offer your customers the choice of paying in their own currency and benefit from an additional revenue stream www.global-blue.com Find a DCC partner Now seeing increasing trend in merchants offering on-line dynamic currency conversion www.fexco.com
  • 32. DCC – process flow Query to DCC provider Pay with CC Selection of goods Conversion to consumer currency by DCC provider $100 $ 100,- $ 100,- € €75 EU Customer EU Customer Customer opts for payment in € Credit card statement $100 (Merchant currency amount)  € 75 € 75 (DCC amount incl. margin) EU Customer Bank Account/ Acq. Statement $100 US Merchant Transaction processing Authorisation in €
  • 33. DCC – cardholder has choice
  • 34. Local payment methods Local languages Local currencies Acquiring options
  • 36. Other considerations? Cost Savings Local Vs international suppliers Economies of scale Consolidation of suppliers Accelerated expansion Local Vs central reporting Greater market penetration Currency fluctuations Increased client base Pricing across borders Reduced cart abandonment Logistics / distribution Increased conversions Local taxes and VAT Increased revenues Management / staffing Grow your business... Julian Wallis | Head of Sales | jwa@ogone.com | 07884 005565
  • 37. Cross Border Ecommerce Summary Countries & Regions Consider which countries or regions you are looking to target? Payment Methods The landscape offers a huge range of payment methods with different benefits... Specialist Consultancy Choose a payment service provider (PSP) that can provide consultancy. Specialist knowledge on local and international payment methods is an essential ingredient for success Collecting Services Consider working with a PSP that offers collecting services on key alternative and local payment methods to make it easy for you via a single contract Localisation Consider your approach to local domains…local language…local acquirers and local currencies A Seamless Journey Don't create unnecessary barriers in your checkout process. Providing a seamless journey will make the customer far more comfortable and give you a better chance of success. Successful Results? Cross-border e-commerce will lead towards increased revenues for UK online retailers and is the best strategy for success for UK companies in 2013. Julian Wallis Head of Sales jwa@ogone.com 07884 005565