How Influencers Drive Multi-Channel E-commerce Expansion Overseas

Global e-commerce is experiencing an unprecedented surge, with cross-border sales predicted to reach $3.3 trillion by 2028. Expanding into international markets offers enormous growth opportunities, but it also presents challenges such as navigating cultural nuances, local regulations, and consumer behaviour.

In this complex environment, multi-channel overseas expansion is no longer an option but a necessity. And at the heart of this expansion strategy are influencers, who are proving to be critical players in driving global e-commerce success.

Why Multi-Channel Expansion is Essential for Overseas Growth

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In today’s interconnected world, focusing on a single marketing channel is no longer enough. Consumers engage with brands across multiple platforms, from social media to e-commerce sites, video content, and even offline events. Brands that want to succeed internationally must adopt a multi-channel strategy that reaches customers at different touchpoints.

Here’s why multi-channel marketing is critical for global expansion:

• Broader audience reach: Different markets favour different channels. For example, while Instagram is dominant in Western markets, WeChat and Douyin (TikTok in China) are key in Asia.

• Improved customer experience: Offering a seamless and consistent message across all platforms builds trust and boosts engagement.

• Higher conversion rates: Multi-channel strategies create multiple paths to purchase, improving the likelihood of conversion. Brands using three or more channels in their campaigns achieve a 250% higher engagement rate compared to those using just one.

The Role of Influencers in Multi-Channel Overseas Expansion

Influencers have become central to multi-channel strategies due to their ability to connect with diverse audiences across different platforms. Whether through social media, live streaming, or product collaborations, influencers can effectively localise your brand’s message for new markets. Their content not only generates immediate engagement but also provides authentic, relatable touchpoints that resonate with local consumers.

Here’s how influencers drive multi-channel strategies:

• Cross-platform visibility: Influencers engage followers across several platforms, from Instagram and TikTok to YouTube and local channels like KakaoTalk in Korea or Xiaohongshu (Little Red Book) in China.

• Localised content: They can adapt content to the cultural preferences and social norms of their region, ensuring your brand’s message is not just translated but truly understood.

• Influencing e-commerce: Influencers are instrumental in driving direct e-commerce sales through affiliate links, product recommendations, and real-time live shopping, a growing trend across Asia.

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Case Study: How Shein Leveraged Influencers for Global Domination

One notable example of successful multi-channel expansion through influencers is Shein. The Chinese fast-fashion brand has rapidly scaled its international operations, largely thanks to influencer partnerships. Shein leverages micro and macro-influencers across social media platforms to create a steady stream of user-generated content that keeps consumers engaged.

Source: Forbes

By localising their campaigns for each market, Shein’s influencers create authentic connections with diverse audiences, from the US to Europe and beyond. Shein also incorporates influencers into its live shopping events, where viewers can shop in real-time. This multi-channel approach has made Shein one of the top cross-border e-commerce brands, achieving a valuation of $66 billion in 2023.

How E-commerce is Shaped by Influencers in International Markets

The globalisation of e-commerce has led to the rise of influencer-driven sales models, especially in markets like China, Southeast Asia, and Latin America. These regions are seeing explosive growth in social commerce, where influencers play a direct role in selling products via live streaming or shoppable posts.

In 2022, 49% of global internet users purchased products directly from social media platforms, with influencers driving a significant portion of those sales. For instance, in China, live-streaming e-commerce generated a staggering $480 billion in sales in 2023. One notable influencer is Zhang Dayi, who has consistently proven her impact on consumer behaviour. In 2020, Zhang Dayi’s brand reportedly generated over $20 million in just 30 minutes during the Singles' Day shopping event.

This trend isn’t limited to Asia. Influencer-driven social commerce is gaining traction in Western markets, especially with platforms like TikTok Shop and Instagram’s “Checkout” feature simplifying the purchasing process directly from social media posts.

Key Takeaways for E-commerce Brands:

• Use platform-specific influencers: Different markets have distinct platforms that dominate consumer attention. Ensure you partner with influencers on the right platforms for each region.

• Incorporate live shopping: This format has gained massive popularity, especially in Asia, and is starting to catch on in Western markets. Collaborate with influencers who are experts in live selling.

• Invest in micro-influencers: These influencers often have more niche, engaged audiences, making them highly effective for building trust in new markets.

InfluenConnect’s Global Perspective: Your Key to Successful Overseas Expansion

At InfluenConnect, we understand the complexities of international expansion. Our global network of influencers across Asia, Europe, and North America allows brands to tap into new markets seamlessly. We focus on building authentic relationships with influencers who can localise your brand’s message and create multi-channel touchpoints that resonate with diverse audiences. Here’s what makes InfluenConnect the ultimate partner for brands seeking overseas growth:

What Sets InfluenConnect Apart?

• Diversity: Diversity, Equity, and Inclusion (DEI) lies at our core. With our data-empowered platform, you can connect with influencers from various backgrounds, languages, and cultures. This allows you to create marketing campaigns that truly reflect and resonate with your audience in each region.

• Connect: Whether you need high-profile celebrity endorsements or authentic content from nano creators, InfluenConnect provides a platform for everyone to showcase their talents.

• Global Reach: We help you navigate the complexities of influencer marketing across platforms, languages, and borders. By integrating with all major global social media platforms, we connect you with diverse voices in every region, allowing you to tailor campaigns to local preferences.

• Data-Driven Strategy: At InfluenConnect, we’re about more than just follower counts. Our platform provides detailed insights into engagement metrics, audience demographics, and pricing data, enabling you to make strategic, informed decisions.

As the e-commerce landscape continues to evolve, brands that fail to adopt a multi-channel approach risk being left behind. By partnering with InfluenConnect, you can unlock the potential of multi-channel overseas expansion. With our global perspective and influencer expertise, we help brands navigate the complexities of international marketing and achieve tangible growth.

Ready to Take the Next Step?

At InfluenConnect, we are paving the way for the next generation of influencers by breaking down language barriers, making it easier for you to collaborate globally. InfluenConnect focuses on diversity, global reach, data-driven insights, and sustainability. Contact us today to explore how we can help you expand your global presence!