The cross-border opportunity and the benefits of a direct-to-consumer strategy

Brands are increasingly at the mercy of global tech giants like Amazon, Google and Facebook (Instagram) to access customers. The sales that occur on these large platforms tend to be less profitable compared to purchases made directly through a brand’s website. This is, in part, due to commissions and marketing costs that contribute to the cost of a sale and impact merchant margins. What can brands do to mitigate this? They can consider engaging in cross-border e-commerce by selling directly to global consumers and becoming self-sustaining in the long term. Read more…