Exploring the UK’s Position in the Global Online Marketplace…
Globalisation was recognisable long before the age of the internet, but the rapid rate at which the UK and nations around the world have moved online has accelerated that trend, connecting brands, businesses and customers like never before.
But what does it mean to be a British brand in the global online marketplace, and what does it count for? In this article, we explore the significance of ‘Britishness’ online and offline and try to understand how influential national identity is in the marketing of products.
The ‘Buy British’ slogan arguably carries as much weight today as it ever did, with the national debate around Brexit mobilising many to change their shopping habits in support of businesses on home soil.
Many major brands carry the element in their marketing, with fast food chain McDonald’s proudly proclaiming their use of British and Irish beef in their burgers as part of recent advertising campaigns.
However, with manufacturing hubs long since transferred overseas, purchasing goods made in the UK has grown ever more difficult. China is recognised as the world’s manufacturing powerhouse, with the USA and Japan making up the top three.
This means that the power of ‘Britishness’ is less tangibly communicated in the brands themselves, with elements like the nationality of the company’s ownership playing a much bigger role than it once did. In simple terms, Brits remain eager to buy products that support the nation’s own economy, but they have forced to delve a little deeper in order to do this.
The online marketplace
But how does that translate online? The nature of the internet means that connecting with global brands, products and services is easier than ever, but British brands are working hard to add their voice to the conversations.
The introduction of ecommerce platforms like Shopify and WooCommerce has allowed smaller British brands to set up online shops and interact with a global network of customers, while platforms like Amazon and Ebay are also helping to facilitate those relationships.
Other sectors are grappling with globalisation and its impact on the market, including the iGaming sector. Localised websites like this one are aimed at UK residents and provide an up-to-date list of casino brands, their offers and the games available.
Not all of the games available are operated by British companies, but several major names with their roots in the UK have been able to expand their reach globally and engage with audiences in emerging international markets, so the industry is offering opportunities for home-grown brands to grow.
Of course, the online marketplace, in many industries, is almost infinite in terms of international competition, but the increased access to global marketplaces has helped empower British brands to compete.
While digital globalisation, and the increased penetration of the internet in regions like North Africa and South Asia, is providing opportunities for established British brands to pursue lucrative global opportunities.