This type of project is even among the most complex that a group can have to handle: it concerns several markets - in certain cases several brands - and requires the set-up of quite a large platform. How can we guarantee this responsiveness, and continuously adjust to consumers, locally, as well as perfectly manage IT developments and related budgets?
1 – Identify the brands and markets
The idea is to identify the brands and markets (countries) concerned by your e-commerce project. Their role is key: they are your need creators. They continuously listen to consumers and keep track of their purchasing habits, and can then request the development of new features for their "local version" of your e-commerce site. The aim: to increase the number of conversions and develop sales both market-by-market and brand by-brand.
2- Put in place a cross-disciplinary team
The second stage of an international e-commerce organisation consists of putting in place a cross-disciplinary team that will be tasked with recording the needs expressed by the brands and markets. The role of the cross-disciplinary team is to standardise each need expressed and to extend it so that all the other markets can benefit from it if necessary. By implementing this form of governance, you can develop an e-commerce solution that is mostly universal (80% of the system) as well as offering the different markets characteristics specific to their consumers (20% of the system).
3- Create a development factory
The idea is to create a body tasked with developing the features requested by the brands and markets and submitted by the cross-disciplinary team. The development factory converts the needs expressed by the brands and markets into a product ready to be implemented and used. The aim is the same as for the previous stages: to create or improve a feature that can then be used by all the group's markets if they need it. Want to know more? Download our checklist “8 key stages for successful international e-commerce deployment”