University "Goce Delchev" - Shtip Faculty of economy Strumica

Seminar work on the subject: English language 1

Unit: Selling online

Student: Bekjarova Liljana 0 1!"#

Professor: $ragan $onev

Strumica %01%

Contents: 1& 'ntroduction %& (istor) #& Eight ti*s for selling online to customers overseas !& Pa)ment +& ,ustomers rights to return goods and cancel services "& + wa)s to im*rove online cross- . u*-selling /& ,oncluding remarks & 0eferences

Introduction

Selling online is a form of electronic commerce where from the home-based businesses to large cor*orations sell their *roducts online without an intermediar) service& 't allows )ou to reach customers nationwide or even worldwide without having to s*end on a *h)sical store1 on e2*ensive marketing cam*aigns1 on additional staff& 3n online sho*1 esho*1 e-store1 'nternet sho*1 websho*1 webstore1 online store1 or virtual store evokes the *h)sical analog) of bu)ing *roducts or services at a bricks and mortar retailer or sho**ing centre& 4he *rocess is called business-toconsumer 5B%,6 online sho**ing& 7hen a business bu)s from another business it is called business-to-business 5B%B6 online sho**ing&

History

'n 1880 4im Berners-Lee created the first 7orld 7ide 7eb server and browser& 't o*ened for commercial use in 1881& 'n 188! other advances took *lace1 such as online banking and the o*ening of an online *i99a sho* b) Pi99a (ut& $uring that same )ear1 :etsca*e introduced SSL encr)*tion of data transferred online1 which has become essential for secure online sho**ing& 3lso in 188! the ;erman com*an) 'ntersho* introduced its first online sho**ing s)stem& 'n 188+ 3ma9on launched its online sho**ing site1 and in 188" eBa) a**eared&

ight tips for selling online to customers overseas

!a"ing online sales to customers outside of the U# can seem scary$ %o allay such fears& here are some international sales tips as 'ell as useful information a(out ta)& shipping and fraud$ *$ sta(lishing credi(ility Sur*rising as it might be to those of us who live here1 the U< still has an e2cellent re*utation around the world& 4his *rovides an advantage& So make it clear )ou=re based in the U<& +$Glo(al mar"eting >ortunatel)1 much of the e2*ertise needed to get U< visitors to check out )our site 5eg search engine o*timisation and *a)-*er-click advertising61 can be e?uall) effective in attracting visitors from abroad @ and all from the comfort of )our own office chair& ,$%a)ing matters 4he following ta2 ti*s arenAt definitive1 but the)Are a good *lace to start& >iscall) s*eaking1 the world is divided into two: countries in the Euro*ean Union and those be)ond& Bbviousl)1 the U< is bound b) EU rules& 0ules are different for US bu)ers& 'ndividual US states might want to charge sales ta2 on )our sales1 but it=s their res*onsibilit)& Cou don=t have to charge this Duse

ta2D1 itAs between the bu)er and the state in which the) live& So1 fortunatel)1 U< business )ou can sell into the US ta2-free& ;enerall) s*eaking1 when )ou sell into the EU )ou charge E34 at )our usual rate& But there are e2ce*tions& 'f )our online store is starting to turn over serious mone) b) selling into other EU countries1 )ou hit additional regulations& 'f )ou e2ceed the individual E34 threshold for ;erman)1 >rance1 etc1 )ou should charge E34 at the a**ro*riate countr) E34 rate when selling into that countr)1 not the usual U< rate& 3lso1 if )our customer is a non-U< business in the EU and is registered for E34 in its own countr)1 the bu)er is allowed to ?uote their E34 registration number to )ou in order to be e2em*ted from ta2& 'f )ou can=t accommodate this1 those customers are likel) to look elsewhere& -$.ayment issues 3 customer abroad can *a) b) credit card and )ou will be *aid in sterling1 but the *a)ment will be translated into their local currenc) when it a**ears on their statement& Bne hand) tool1 however1 is to have a conversion facilit) so that )ou can *rovide an indicative amount in the *otential bu)er=s local currenc)& /$Fraud prevention Brders from abroad are more likel) to be from scamsters sim*l) because it=s easier for them to get awa) with it& ;enerall)1 the *olice arenAt interested in smallscale fraud @ even less so when the crime is committed outside their jurisdiction & 4here are several wa)s fraudsters work& 'f the *erson was using stolen credit card details1 the amount is likel) to be charged back to )ou once the true owner becomes aware of the charge& Even someone who genuinel) ordered and received the goods can dis*ute *a)ment& 'f )ou use one of the online *a)ment service *roviders1 ask if the) o*erate a merchant *rotection scheme& Btherwise )ou can reduce )our liabilit) b) im*lementing #$Secure 5Fastercard SecureGEerified b) Eisa6& >ortunatel)1 fraudulent orders often stand out from the rest and are ?uite eas) to s*ot& 4he) tend to use the most e2*ensive shi**ing method available1 bu) the most e2*ensive *roducts and use free email addresses& Cou can ask for a fa2 of a co*) of the back stri* of the credit card or *roof of

name and address& Cou can tele*hone to make sure that the number the) give is genuine& Fost fraudsters give u* at the first hurdle& 0$Fulfilment Cou can make shi**ing good overseas easier b) using a recognised international carrier such as UPS1 >ede2 or $(L& 4he) can advise )ou of an) issues& ,om*leting a customs declaration is a must 1$ Customs and import duties Fost of the retail world leaves customs or im*ort duties to the *urchaser& 4he) are res*onsible for such charges1 so )ou can ignore them& (owever1 itAs worth sa)ing e2*licitl) in )our terms and conditions that an) charges are the bu)erAs liabilit)& 4here are different *rocedures for trade sales1 so investigate these if )ouAre o*erating in this field& 2$Go for it >inall)1 assuming )ouAre legal and decent @ let the world know )ouAre there& 3n)thing that adds to )our credibilit) will hel* )ou online1 so wh) not list all of the things )ou have done under the heading H7e com*l) with the following legal and ta2 regulationsA&

.ayment
Bnline sho**ers commonl) use a credit card to make *a)ments1 however some s)stems enable users to create accounts and *a) b) alternative means1 such as:

Billing to mobile *hones and landlines ,ash on deliver) 5,&B&$&1 offered b) ver) few online stores6 ,he?ue G ,heck $ebit card $irect debit in some countries Electronic mone) of various t)*es

;ift cards Postal mone) order 7ire transfer Gdeliver) on *a)ment Some sites will not acce*t international credit cards1 some re?uire both the

*urchaser=s billing address and shi**ing address to be in the same countr) in which site does its business1 and still other sites allow customers from an)where to send gifts an)where& 4he financial *art of a transaction might be *rocessed in real time 5for e2am*le1 letting the consumer know their credit card was declined before the) log off61 or might be done later as *art of the fulfillment *rocess&

Customers rights to return goods and cancel services

7hen selling to consumers online or using distance-selling methods customers have the right to change their minds and either return the goods or cancel the services& 4his *eriod of time is known as the cooling-off period during which the) have an unconditional right to cancel& 'n the case of services1 the cooling-off *eriod normall) ends seven working da)s after the da) the order was made - or after written confirmation is received& 'n the case of goods1 the cooling-off *eriod normall) ends seven working da)s after the da) the goods are received& fa2 or email ,onsumers must inform )ou in 'riting - b) letter1 of their decision to cancel& Cour

,onsumers= mone) should be reimbursed as soon as *ossible - within a ma2imum *eriod of #0 da)s& contract should also s*ecif) who *a)s the *ostage fees to return unwanted goods& (owever1 there are some e2ce*tions to the right to cancel& ,onsumers can=t cancel if the contract is for:

accommodation1 trans*ort1 catering or leisure services *ackage travel food1 drinks or other goods delivered regularl) to the consumer=s home or work*lace b) a =regular roundsman= such as a milkman or domestic oil su**lier

goods made to the customer=s s*ecification

goods that are *erishable or can=t be returned1 such as fro9en food and fresh flowers audio or video recordings or com*uter software that the consumer has o*ened news*a*ers or maga9ines betting1 gaming and lotteries *remium-rate tele*hone and website services services that begin1 b) agreement1 before the end of the cooling-off *eriod

/ 'ays to improve online cross- 3 up-selling

7e=ve all been cross- or u*-sold to before& 7e reach for the maga9ines or sweets at the su*ermarket checkout counter& 7e *urchase games the sales *erson suggests for our new game console& 7e gleefull) *our over the o*tions list for our new car& ,ross-selling is selling an additional *roduct to e2isting customers1 usuall) related to what the)=ve alread) bought& U*-selling is selling a better 5but usuall) more e2*ensive6 *roduct to customers1 after the)=ve decided on a chea*er *roduct& ,ross- and u*-selling isn=t difficult as )ou=re selling to *eo*le who want to bu) - *robabl) the easiest job in the world ne2t to selling *etrolI 4he ke) however is to do it well& (ere are a few ti*s on how to cross- and u*-sell online more effectivel)& *$ Suggest the correct product ,ustomers are more o*en to cross-selling if the *roducts that )ou=re suggesting are *roducts the) actuall) need& Suggesting a $E$ *la)er after the)=ve bought a digital camera isn=t hel*ful& But1 a memor) card or a camera bag would be& Similarl)1 offering travel insurance or car rental after users have booked a flight is also hel*ful& 7e=re also seeing more and more sites recommending matching *roducts 5e&g& a matching hat when a customer *urchases a shirt or a matching camera case for a *ink camera6& Users generall) a**reciate this thoughtful gesture&

+$ .ic" the right time ,ustomers tend to be ver) task-focused when the)=re tr)ing to get something done1 so recommending a *roduct whilst the)=re doing this is usuall) ineffective& 7hat )ou can do is recommend something to them once they4ve completed their shop1 or after the)=ve *ut something into their sho**ing basket& >or e2am*le1 don=t tr) to sell )our users a memor) card when the)=re browsing )our website for a digital camera& $o it after the)=ve *ut the camera into their sho**ing basket& Cou can also recommend a tri*od1 camera bag or ma)be even a camera bundle& 4he)=ll be far more likel) to add some or all of these items then& ,$ Sho' that you care ,ustomers tend to be ver) sale- or (argain-focused& (ighlighting s*ecial offers will increase conversion rates and im*rove basket si9e& >or e2am*le1 if users *ut a regular chicken into their sho**ing basket1 )ou can suggest an organic chicken on s*ecial that might cost a little more than the regular chicken1 but one the) might not normall) consider at full *rice& Some things )ou can consider are:

Place items on s*ecial at the to* of an) *roduct listing (ighlight bulk bu) offers 5e&g& bu) 10 of these and save J106 0ecommend bundles to customers

Bundles are an e2cellent wa) to boost online sales and increase customer satisfaction& 5undled products are usually cheaper than individual *roducts bought se*aratel)& 0ecommending bundles will endear )ou with customers 5as )ou=re hel*ing them save mone)61 hence increasing customer satisfaction& -$ Don4t (e pushy :o one likes a *ush) sales *erson& U*-sells and cross-sells should be recommendations1 and not (e forced onto site visitors & Phrases like =7e think )ou=ll like this= or adding small items to users= sho**ing baskets will usuall) anno) them& 9

(ere are a few a**ro*riate *hrases )ou can use:

Use =*o*ular items= to show the items most *o*ular among sho**ers Use =customers also bought= to highlight items that other *eo*le bought Phrases such as =)ou might like= gives the *ower and choice to decide back to the users without im*osing 3void automatic o*t ins

3ma9on and the 3**le Store=s recommendations are successful as the)=re unobtrusive and don=t im*ose on customers& Bn the other hand1 most budget airlines sneakil) add o*tional items such as travel insurance and e?ui*ment *rotection into *assengers= itinerar)& Unwar) customers will *a) the e2tra charges unknowingl)1 and are often ?uite anno)ed when the) find out& /$ 6ffer alternatives 'hen customers search Users will often use the site search when unable to find a *roduct using the *rimar) navigation& 4he) are however likel) to leave if the site doesn=t return useful search results so offering alternative search terms can kee* site visitors on )our website and increases the chance of a sale& >or e2am*le1 if users search for =*ink Facintosh= and the site doesn=t return a valid result1 *rom*t them to tr) searching for =Facintosh= instead& 4his increases the chances of kee*ing them on )our site&

Concluding remar"s
F) conclusion about selling online is that the use of it is growing from da) to da)& 4here are a lot of *eo*le who bu) things from 'nternet& 4he) don=t need to go to the market or the sho**ing mall to bu) something the) need because with

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one click ever)thing is done1 the order will come to their house without going out and ' thing that=s the biggest advantage about it and that=s wh) the most of the *eo*le like bu)ing from 'nternet&' a**rove selling online because )ou can bu) thing from all over the world with just one cick but sometimes )ou need to be careful about it because not ever) website for selling online has a good secure on it& 3nd ' thing that selling online isn=t ver) *o*ular in our countr) because most of the *eo*le aren=t interested in it and that wh) there isn=t a lot of macedonians website who are selling online&

7eferences
http:88'''$'e(credi(le$co$u"8user-friendly-resources8'e(credi(ility8cross-up-sell$shtml

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http:88'''$startupdonut$co$u"8startup8sales-and-mar"eting8eighttips-for-selling-online-to-customers-overseas http:88'''$(usinesslin"$gov$u"8(dotg8action8detail9 itemId:*;1,1<+/113type:7 S6U7C S http:88en$'i"ipedia$org8'i"i86nline=shopping

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