Yuri & Terra: boosting Yemeni exports via global e-commerce
Global e-commerce revenue grew by over 80% in 2020, significantly increasing online shopping in 2020. Accordingly, Organic Yemen (OY) last year moved to the e-commerce marketplace, gaining access to a global market for Yemeni products. Today, OY proudly serves international clientele across continents. Subsequently, OY’s expertise has helped rapidly scale-up domestic and international sales of different Yemeni products.
Yuri & Terra products
Yuri & Terra: OY’s first global trademark
Domestically, OY’s Yuri & Terra (Y&T) brand is available on the Yemeni e-commerce sites Bazari and E-Mehallat. Internationally, YT is available on three online marketplaces in Thailand. It has also just launched on Amazon in the UAE and is currently finalizing its launch in Shopee/Lazada in Malaysia. All these will help Yemen grow its exports, bring high-quality products to international customers and increase investor returns.
OY: revolutionizing the Yemeni market
OY is rapidly expanding its e-commerce presence having started from Local markets Bazari and E-Mehallat. These two have already enabled OY to sell Y&T products across Yemen while outsourcing difficult logistics and payments collection.
Y&T powerful local brand is showing Yemenis that homegrown products can be of high quality. Therefore, they don’t need to import similar products on grounds of quality differences.
Beyond the local market
To broaden the reach of Yemeni products, OY has internationally launched on some of the world’s most prominent E-commerce sites. These include Shopee and Lazada in Thailand.
Asia, with its increasing internet penetration and growing middle class, is leading the global e-commerce dynamism. The region alone accounted for 57.4% of global e-commerce sales in 2019, 59.7% in 2020, with projections of 61.4% by 2024.
Asia is the World's largest e-commerce B2C market
Overall, OY is speedily growing its E-commerce presence to match the rapidly growing cross-border E-commerce in Asia and elsewhere. Most recently, OY launched on Amazon in the UAE, further scaling and enhancing its presence in the Asian market.
Presently, OY is in discussions with potential partners in Malaysia to sell online on Shopee and Lazada. This also includes other online and offline markets within Malaysia. OY, therefore, projects high sales because Y&T products are more popular in Malaysia, compared to other markets. Looking ahead, OY is seeking to expand to Saudi Arabia, Indonesia, and Singapore as its brand becomes more popular internationally.
Why global e-commerce?
E-commerce has multiple operational benefits. Leveraging it can greatly benefit Yemen’s farmers, boost investor profits, and increase Yemen's exports. For OY, multiple benefits accrue from venturing into the E-commerce markets.
E-commerce marketplaces are easier to expand to new and diverse markets, which are presently the target of OY.
E-commerce markets also ease the handling of payments. This allows OY to focus on what it does best, namely on agriculture investments and on developing the Y&T brand.
With e-commerce markets, different products also perform differently, allowing businesses to target and optimize their offerings.
In line with this, OY does not need to rely too much on one market in case of economic downturns.
In addition, e-commerce markets also guarantee higher sales volumes which in turn lead to more revenues at lower costs because of bulk packaging.
Yuri & Terra Jojoba Oil
A major key factor that drives cross-border e-commerce is consumer preferences, usually for the most relevant product regardless of their source. Thus, at a country-level, e-commerce also confers multiple benefits to Yemen.
It advertises and draws global awareness and attention to the amazing Yemeni products.
Creates excitement and increased market demand for local products, increasing their competitiveness.
How global e-commerce markets benefit investors
To investors, e-commerce markets are of equally great financial benefits in several ways;
It better guarantees that end products from their agriculture investment will be sold at higher prices.
It also protects profit margins by developing a loyal brand following. In this case, investors need not worry about lowering prices to compete against bulk growers.
Generally, digital access is expanding globally, with a growing number of consumers using mobile payments. In Thailand alone, there were 67% by 2019. OY is thus establishing connections with consumers and retailers from international markets. This enables it to tap into a wider and more diverse market with competitive pricing to benefit farmers, investors, and Yemen.
Yuri & Terra farm
Organic Yemen: e-commercing the future
While e-commerce is powerful, it is also highly demanding. It comes with several documentation requirements and requires a deep knowledge of international growing, processing, shipping, and packaging requirements. Being cross-country, it also requires strong local partnerships in the target countries.
Accordingly, OY has mastered all of these demands, making Y&T, Yemen’s first and most competitive global high-end brand. The future is certainly bright, and OY has set several ambitious goals for 2022, including increasing its product offerings in international markets.
A recent McKinsey study projected 1.8 billion people entering the consuming class by 2025 and annually spending $30 trillion.
With broader internet availability, OY is guaranteed better access to consumers all over the world. Domestic and global e-commerce is therefore critical to increasing profitability for Yemen farmers and investors. Along this ambitious path, OY welcomes partnerships with:
Investors to plant crops for export.
Farmers to export high-quality products via established sales channels.
International organizations that are interested in using OY’s expertise to advance development.