Rakuten LinkShare Study on Global Affiliate Marketing Uncovers Key Findings for Online Advertisers Expanding Overseas

  Rakuten LinkShare Study on Global Affiliate Marketing Uncovers Key Findings
  for Online Advertisers Expanding Overseas

Business Wire

NEW YORK -- June 18, 2013

Rakuten 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 new markets.”

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 marketing strategies.

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:

About Rakuten LinkShare Corporation
Rakuten LinkShare 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

About Rakuten
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

Additional Resources
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Rakuten LinkShare
Scott Allan, 646-943-8231
Blanc & Otus
Kathy Keating, 617-460-2702
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