We all know that the COVID-19 pandemic generates one-of-a-kind disruptions to the world trade and the global economy. The enforcement of social distancing, lockdowns, and all the other measures have also generated an unpredicted increase in internet usage and significant changes in the e-commerce landscape. This new situation made retailers push their digital transformation in order to meet the high demand.

Even though the full impact of the virus will be clearly visible next year, the actual data reveals important business data that can lead to good decisions for your business.

B2C Ecommerce prediction

In Europe, B2C e-commerce is predicted to increase 12.72% and to hit €717 billion in 2020*, but the actual state and the high increase in online shopping might reveal a different picture. *according to Retailx

Why should you consider e-commerce export? 

In order to overcome the challenges of this new landscape, what do you plan to do more? Do you have your eyes set on exporting e-commerce?

It has never been easier to export than is nowadays: the European legislation is encouraging the development of the unique market.

Let’s sum up the main advantages:

  1. No more brick and mortar limitations. Your online shop will meet the actual online trend of the market and nowadays it is easy to establish the abroad operations.
  2. Data reveals that companies that export are more profitable. Your domestic market has limited potential and represents less than 3% of the world’s population. What about the rest of the 97% of the world?
  3. You will gain new business skills that will help you adapt easily to the fast changes happening nowadays.
  4. Export will add more value to your business

Choosing the market with the highest potential might be a difficult decision, mainly because it requires reliable and official data. I consider the following, the most important factors that your decision has to rely on:

  1. Demand. Is there a demand for your product or service? Is it increasing or decreasing YoY?
  2. Trends
  3. Competition. Is this market a competitive one and your competitors are bidding high?
  4. Consumers. What do you know about your potential consumers: demographics, languages, purchasing channels, GDP?

Exporting with professional partner and Google exceptional tool

All the questions will have an answer with Google Market Explorer, a powerful tool that is a part of Google’s International Growth Partner Programme and ui42 Digital is proudly the only agency in Slovakia with access to it. As a Google Partner, we will help your business to plan the international expansion based on real and insightful data.

How does Google Market Explorer work? 

We will start gathering information by choosing the right category of products or services that you provide. 

What about your goal? Considering the decision of entering a new market, you might be interested first in driving action.

Choosing the right metrics in correlation with your objectives will make the analysis meaningful and get your business to the next level. There are multiple metrics and choosing the relevant ones for your business will help us to deliver the best insight:

  1. Demographics will help you understand population distribution by age (in absolute number and percentage), population growth and online population
  2. Economy will provide the complex landscape of: GDP, GDP per capita, GDP based on purchasing-power-parity (PPP) valuation of country GDP, GDP growth, labour force, unemployment rate, import, export, overall logistics performance index score
  3. Internet penetration
  4. Mobile: iOS and Android usage
  5. Google Reach: Google Search Reach, Google Search Uniques Queries, GDN Reach, GDN Unique Users, Youtube Reach, Youtube unique Users – unfortunately, all this metrics are available for a limited number of countries, like Argentina, Austria, Belgium, Brazil, Canada, Chile, Denmark, Finland, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Malaysia, Mexico, Netherlands, Norway, Peru, Philippines, Portugal, Singapore, Spain, Sweden, Switzerland, Taiwan, Thailand, United Kingdom, United States, Vietnam.
  6. Industry-Specific metrics:
    1. Category Interest based on Google data, it will reveal user interest index for your category of products and services. 
    2. Category Interest Growth – based on Google data, YoY interest growth for your category of products and services
    3. Category Interest Per Capitabased on Google data and will correlate Category Interest with country’s population
    4. Category Cost – based on Google data. This metric will be an important metric in our analysis, it will help you to see which country is ‘expensive’ in terms of CPC.
    5. Google Query Coverage – also based on Google data, will reveal how many competitors are actively bidding for the same categories like yours.

Once the relevant metrics are selected, we need to select the countries to be analyzed. We will always include the domestic market in the analysis, to have the benchmark. Based on your interest and also relevance, each metric will be weighted.  

Let’s take a real case and show you how it really looks like!

An e-commerce player from the UK wants to export to one of the following countries: Spain, Italy, Poland, Hungary or Romania.

The results will be displayed centralized and the results can be displayed as values or points:

Now, let’s interpret data in a meaningful way with the correlations charts.

If the client is interested in exporting to a country with a low competition, then we will look after the correlation between Google Query Coverage and Category Cost and dimension our results based on Category Interest (the size of the bubble).

This means that our client should focus on Spain, Italy, Romania and Hungary. 

If the client wants to grow fast, then we need to see the markets with high demand, we will analyze the correlation between Category Interest per Capita and Category Interest Growth, dimensioned by Category Interest.

In this situation, the client should set his attention on Spain and Italy.

And for having everything in one picture, correlation between Category Interest Growth and Category Cost or how expensive is that market in correlation with the development of the market:

The emergent markets are Spain and Italy and these are also the ones with high interest for our client. The most developed market is the UK, our domestic market, and we also know that is an expensive one. The interest grew in Romania, Poland and Hungary, but the interest growth metric is bigger in Spain and Italy.

The Deep-dive section will reveal all the trends of you metrics and understand how everything developed in time:

Purple lines are the trends for 2020 and we can see the very clear impact of the pandemic and how things developed during this period of time.

In order to make the analysis complete, we will go further and gather data from your Google Analytics, Market Finder, Google Trends, Consumer Barometer, SimilarWeb, Statista, etc.

Are you interested?   

Check this video about the Google Market Researcher, from our Pavol Adamčák, CEO of Digital and Samuel Ondrišák, Head of PPC and Technology, point of view.

Analýza zahraničných trhov vhodných pre export pomocou nástroja Google Market Explorer

🚀 Rastúci e-shop by sa nemal báť expandovať do zahraničia. 📈 Ako funguje analýza zahraničných trhov cez nový nástroj Google Market Explorer? 👀 Pozrite sa naň exkluzívne s nami v našom pilotnom video podcaste. DIskutovať budú náš CEO - Pavol Adamčák a PPC & Technology Leader – Samuel Ondrišák.Ak sa vám podobný content páči, budeme radi, ak nám pomôžete rozhodnúť o jeho názve. Podcasty by mali byť o zákutiach digitálneho marketingu s odborníkmi z našej firmy, ako aj mimo nej. Vyberte jeden z nasledujúcich názvov a dajte nám vedieť váš názor v komentári 👇 - Zo zákulisia -Za hranice digitalu- Digital inSights (in sights/insights)- Digitalogue- Pod povrch - K jadru veci - Priamočiaro - Digital do hĺbky - Digital bez obalu Máte lepší názov? Viete kam s ním 👇

Uverejnil používateľ Digital Utorok 25. augusta 2020

If you are interested, don´t hesitate to contact us. 


We would like to be your partners and together to build your successful export story! Our team of international experts is here to help you and share their knowledge with you.

Alina Tutulan is our Export Team Leader for CEE. She manages the export of our clients to the CEE region (Serbia, Croatia, Hungary, Romania, Bulgaria, Slovenia, Italy, Greece). Alina comes from Romania, currently lives in Vienna and works in Bratislava. Alina is interested in new trends and technologies, that ́s why she perfectly complements our strong PPC team. 

Thanks to our Digital marketing editorial staff, who made this article:

  • Topic: Alina Tutulan 
  • Written by: Alina Tutulan
  • Feedback: Samuel Ondrišák 
  • Published by: Petra Dudášová

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