Anastasia Beverly Hills sees international sales increase by 90% YoY

“Within just a couple of months, we have already seen an impressive increase in our international sales across markets worldwide. With Global-e not only have we grown our revenues in key markets, but we’re also able to penetrate into markets we were hardly selling to before, some of which have become significant markets.”

Vivian Weng,

Senior Vice President, Digital & E-commerce

Within three months of implementing Global-e’s end-to-end solution, the pioneering beauty brand has seen considerable growth in its global online business:

51% YoY increase in international conversion rate
75% YoY boost in international online revenues
In Canada, a key market, international conversion rates grew by 67%
In Norway, a previously untapped market, conversion rates rose by 308%

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The Challenge

Internationally renowned cosmetics brand Anastasia Beverly Hills (ABH) has been selling online for many years. However, they were only able to offer a limited localised experience, selling in USD, EUR and GBP, and accepting payments via international credit cards and PayPal. This meant that many international shoppers were exposed to foreign transaction fees and unknown conversion rates. ABH was also unable to provide international shoppers with the final cost of their order, including calculation of any duties and taxes that may have been added to their order. Packages were susceptible to delivery delays due to hold-ups at customs authorities, and international customers were often faced with unexpected tax and duty charges, as well as customs clearance fees upon delivery. These unknown additional charges created a high level of customer service inquiries and were a significant obstacle for potential and returning customers. High shipping rates were also a factor that negatively impacted the brand’s conversion rates.
The premium cosmetics brand was in search of an advanced e-commerce solution that would enable them to maximise their D2C global sales and remove the difficulties that hindered their international conversion rates. They required a solution to optimise their shopping experience from browsing all the way through to delivery, that would live up to the brand’s high standards.

The Solution

In order to improve the online customer experience for international shoppers and to successfully spread the “brow revolution” across the globe, Anastasia Beverly Hills chose to collaborate with Global-e. With a proven track record across hundreds of leading brands and retailers, Global-e’s comprehensive cross-border solution has allowed ABH to localize the shopping experience from their website, tailoring it to the shopping preferences and behaviours of each individual market and aligning offerings with the brand’s marketing strategy and business KPIs across each region. Global-e’s certified cartridge for Salesforce Commerce Cloud meant that the global e-commerce solution was seamlessly integrated with ABH’s e-commerce platform.

Localised welcome pop-up and marketing banner – for customising key market messages for shoppers such as promoting free shipping over a specified threshold
Local pricing presented in local currencies – product pricing is set per market according to the merchant’s business strategy and is rounded according to local market convention. 100+ currencies supported
Localised one-step checkout page supported in 30+ languages

Guaranteed calculation of all import duties and taxes and a pre-payment option at checkout to prevent any surprise charges upon delivery. Duties and taxes can also be included in the product price, according to local market best practices
Competitive shipping rates including free express shipping over specified thresholds
A wide variety of local and alternative payment methods – 150+ methods are supported

“Our international demand is constantly growing, and it was important for us to improve the shopping experience for our international customers. Global-e’s strong portfolio of brands, vast global e-commerce experience and the knowledge they bring to the table, have made them the best solution for us to support our global online growth.”

Vivian Weng,

Senior Vice President, Digital & E-commerce

The Results

Within three months of implementing Global-e’s end-to-end solution, Anastasia Beverly Hills’ international conversion rate increased by 51% YoY, with international sales increasing by 90% YoY. This has boosted the brand’s international revenues by over 75% YoY. Anastasia Beverly Hills has expanded its global reach and is now selling to 200 international markets.
ABH has seen considerable growth across its key international markets, including Canada, Switzerland and Gulf markets, including Kuwait, Saudi Arabia and the UAE. In Canada, the brand is now able to present prices in CAD inclusive of all duties, and present and collect sales tax at checkout, guaranteeing customers a final cost of their purchase with no additional fees upon delivery. Conversion rates in this market increased by 67%, and the number of orders increased by 140% within just three months of integration, with 99.6% of the brand’s Canadian customers choosing to purchase in CAD now that they have the option.

By offering a localised shopping experience that is tailored per market, ABH has successfully penetrated many new markets, some of which are now top international markets. Global-e has enabled sales to Russia which quickly became a top five market. 99.5% of Anastasia Beverly Hills’ Russian customers choose to pay in Russian Rubles and 27% choose to purchase with alternative and local payment options, such as Qiwi Wallet and Yandex.

The significant growth across untapped markets around the world, where the brand had previously seen a small number of orders, such as Norway, Israel, Ukraine, Singapore, Chile, and Puerto Rico, has also helped the brand drive both its top and bottom line and significantly expand its global customer base.

Furthermore, additional average-performing markets have become key markets, such as France, with revenues increasing 484% in the first five months since implementation, and taking the seventh spot among the brand’s top-performing markets.

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