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
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
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 via the Rakuten
LinkShare website: www.linkshare.com/internationalresearch.
About Rakuten LinkShare Corporation
Corporation provides online retailers and other businesses with expert
online marketing services and solutions. Rakuten LinkShare’s cost per
action (CPA) affiliate network, search marketing services, lead
generation campaigns and retargeting solutions can acquire new
customers, increase revenue and drive overall results while achieving
target return on ad spend. Rakuten LinkShare clients are Fortune 500 and
other prominent companies doing business online, including J.C. Penney,
1-800-Flowers.com, American Express, Avon Products, and The Body Shop.
The company was founded in 1996 and is headquartered in New York City,
with offices in San Francisco, Chicago, Tampa, London, Tokyo and Sydney.
For more information, please visit www.linkshare.com.
Rakuten, Inc. (JASDAQ: 4755), is one of the
world’s leading Internet service companies, providing a variety of
consumer- and business-focused services including e-commerce, e-reading,
travel, banking, securities, credit card, e-money, portal and media,
online marketing and professional sports. Selected by Forbes as 7th
among the World’s Most Innovative Companies of 2012, Rakuten is
expanding globally and currently has operations throughout Asia, Western
Europe, and the Americas. Founded in 1997, Rakuten is headquartered in
Tokyo, with over 10,000 employees worldwide. For more information, visit http://global.rakuten.com/corp/.