The EU4Digital Facility is excited to announce the official kick-off of its National Pavilion Account pilot activity. This eTrade eCommerce accelerator initiative aims to provide small and medium-sized enterprises (SMEs) from participating countries with an opportunity to test their products in the EU market, increase cross-border sales, and potentially create a base for further project development in their respective countries.
The National Pavilion Account pilot is an innovative initiative that aims to facilite cross-border eCommerce for SMEs. The project will help to create government-owned national pavilion accounts on major EU eCommerce marketplaces and support SMEs from participating countries in using those accounts without further registration, documentation or other requirements from the marketplaces. This will allow participating SMEs to showcase and sell their products on those EU marketplaces, tapping into a global customer base and expanding their business beyond national borders.
The National Pavilion Account Owners will be responsible for managing the National Pavilion Accounts for their respective countries. This will include the creation of product listings, management of transactions, and customer support. Local SMEs in each of the countries will act as the Product Owners, who produce and supply the products that will be listed on the marketplaces.
Key benefits of the National Pavilion Account pilot
For the Product Owners, the National Pavilion Account will provide a unique incubation opportunity to test their products on EU markets and increase cross-border sales. Product Owners will be able to follow the process and learn from the national Account Owners and then once ready, prepare to leave incubation and create their own account on their preferred marketplaces. By participating in the pilot, stakeholders will have an opportunity to shape the future of the country’s growth and international trade relationships.
- Testing the EU market
The National Pavilion Account pilot project allows SMEs to test the waters of the EU market, offering them a low-risk and cost-effective way to gauge demand, understand consumer preferences, and fine-tune their marketing strategies. It provides an invaluable opportunity for the businesses to explore new frontiers and identify growth potential beyond their country borders. - Increasing cross-border sales
National Pavilion Accounts help SMEs to access a vast EU customer base through established international EU marketplaces, boosting visibility and attracting a wider audience with low risk and professional help. - Creating a foundation for development
The National Pavilion Account pilot project serves as a crucial stepping-stone towards the development of a sustainable and prosperous eCommerce ecosystem in participating countries by fostering understanding and partnerships with marketplace platforms, and nurturing relationships with SMEs. - Enhance knowledge and skills
Engaging in the National Pavilion Account pilot project will equip stakeholders, including SMEs and Account Owners, with invaluable knowledge and skills in eCommerce operations, international trade, marketing strategies, and customer service. This will benefit stakeholders beyond the project.
Timeline May – December 2023
The pilot concept was first presented to EU4Digital stakeholders on 11 May 2023. The first milestone reached was the selection of Armenia and Ukraine as the National Pavilion Account pilot countries. Two successful eCommerce platforms, Buy Armenian in Armenia and Made with Bravery in Ukraine, were chosen as the pilot National Account Owners after meeting the selection criteria. These criteria include having an existing local marketplace, willingness to participate in the pilot, human resources available to support the activity, no legal restrictions, and the ability to handle international payments. The National Pavilion Account pilot was fully launched during a kick-off session with the National Account Owners on 11 July 2023. In this session, the National Pavilion Account concept was introduced, how it functions was explained, and the benefits of the pilot were presented. The next steps for the pilot are, firstly, to confirm the pilot marketplaces for both Armenia and Ukraine, secondly, to select the Product Owners (SMEs) from each country, then to create the accounts on the marketplaces and register for VAT in the EU, and finally to start selling products on the marketplaces. The later stages will involve monitoring and assessing the success of the pilot, leading to further recommendations for National Pavilion Accounts in the Eastern partner countries.
About the eCommerce accelerator
The EU4Digital eCommerce accelerator is part of the eTrade thematic area. Besides the National Pavilion Account pilot, it also encompasses activities to assess legislation, standards and overall eCommerce ecosystem changes in Eastern partner countries, and provides eCommerce training and individual sessions through the eCommerce consultations centre.