前不久，iPayLinks與誕生于以色列的領(lǐng)先在線交易反欺詐平臺(tái)Riskified*建立了合作伙伴關(guān)系。與此同時(shí)，Riskified找到iPayLinks進(jìn)行了一次訪談，關(guān)于中國市場、中國消費(fèi)者、跨境電商的挑戰(zhàn)、以及最近的全球疫情等話題，iPayLinks發(fā)表了自己的見解。

以下內(nèi)容來源自riskified-CNP Fraud: The Challenge Chinese Merchants Need to Overcome

阿里巴巴與京東等中國電商平臺(tái)巨頭的海外擴(kuò)張，推動(dòng)形成了中國電子商務(wù)的出海熱潮。中國的成功及其對全球電子商務(wù)商戶的吸引力是顯而易見的：在快速發(fā)展的經(jīng)濟(jì)、先進(jìn)的制造業(yè)，以及擁有一群精通技術(shù)、具備強(qiáng)大消費(fèi)能力的新一代的消費(fèi)者作為后盾的支持下，成就了世界上最大的電子商務(wù)市場。

而今，中國品牌充滿了信心，并做好了充分的準(zhǔn)備將商品直接提供給中國境外的消費(fèi)者們，以效率、速度、與物超所值來吸引全球的跨境購物者。

iPayLinks正是推動(dòng)這場革命的企業(yè)之一。這家總部設(shè)在上海的金融科技公司，為中國電商提供“端到端”的全球支付解決方案，幫助他們在海外順利擴(kuò)展市場。

中國商戶在中國境外擴(kuò)展業(yè)務(wù)時(shí)所面臨的最大挑戰(zhàn)是什么？

iPayLinks：中國商戶在中國境外擴(kuò)展業(yè)務(wù)時(shí)所面臨的最大挑戰(zhàn)之一，就是碰到“無卡交易”（Card Not Present，簡稱CNP）欺詐。CNP欺詐在中國本地交易中并不多見，因此很少受到重視。而很多中國商戶開始做跨境銷售時(shí)，便突然被這種新的現(xiàn)象所淹沒，他們沒有意識(shí)到、也沒有準(zhǔn)備好應(yīng)對拒付產(chǎn)生的情況。

CNP欺詐在中國之所以不太普遍、其原因之一在于本地獨(dú)特的支付格局。在中國，絕大多數(shù)的本地交易都是通過其他付款方式來進(jìn)行的。根據(jù)數(shù)據(jù)統(tǒng)計(jì)，去年本地在線交易只有16％的消費(fèi)者使用信用卡，其余的則通過支付寶或微信支付等本地產(chǎn)品。對于在本地銷售的中國商戶而言，這些支付方式的優(yōu)勢顯而易見。他們的利潤率要比信用卡來得劃算，成功率也更高。

隨著商戶們向海外擴(kuò)張，iPayLinks能為商戶提供的最大價(jià)值之一便是將他們業(yè)務(wù)本地化——確保當(dāng)?shù)氐臉I(yè)務(wù)合作伙伴能夠提供便利且符合消費(fèi)者的購物與付款習(xí)慣。我們已在亞洲、澳大利亞、北美、歐洲以及中東等主要市場打造了合作伙伴關(guān)系，并建立了本地化業(yè)務(wù)，這意味著我們與當(dāng)?shù)氐闹Ц段幕３忠恢?，我們的商戶可以為C端客戶提供最廣泛的服務(wù)。對于促進(jìn)跨境銷售來說，提供無縫支付渠道是至關(guān)重要的。

從商戶的角度來看，iPayLinks可處理銀行付款并與本地收單行集成、以降低費(fèi)用并優(yōu)化其貨幣的兌換。他們?yōu)闈M足特定的業(yè)務(wù)需求提供定制化解決方案，因此，具有特定市場銷售渠道的商戶可通過一次集成的方式、與跨地區(qū)的本地收單方建立聯(lián)系。此外，iPayLinks還會(huì)幫助商戶遵守當(dāng)?shù)氐姆珊弦?guī)，其最終目的不僅是為商戶降低成本、更能讓商戶得以全力專注在他們最擅長的工作——銷售上面。

根據(jù)全球疫情蔓延的情況，這對iPayLinks的業(yè)務(wù)乃至中國整體業(yè)務(wù)的影響有多大？

iPayLinks：我們現(xiàn)在已經(jīng)結(jié)束隔離期，回到辦公室工作了，服務(wù)并沒受到太多影響。不過，有些商戶確實(shí)受到了疫情打擊，而iPayLinks團(tuán)隊(duì)很快地為他們提供了額外的服務(wù)與優(yōu)惠活動(dòng)，目的是幫助他們降低成本，并保持資金流以渡過這段艱難的時(shí)期。

在整場危機(jī)中，我們的商戶幾乎沒有陷入恐慌或不知所措。與我們合作的在線旅行社和航空公司也迅速改變了他們的思維方式——他們開始推廣不受特定日期限制的未來套餐，在著眼于未來的同時(shí)專注于減輕當(dāng)下的嚴(yán)重現(xiàn)狀。這是一個(gè)非常有效的做法，因?yàn)閮?nèi)地航空旅行已經(jīng)顯示出復(fù)蘇的跡象，并且這一做法也為市場的后期反彈提供了信心。

iPayLinks從這次疫情中汲取了哪些可以用于應(yīng)對今后其他市場沖擊的經(jīng)驗(yàn)？

iPayLinks：這次我們最顯見的一個(gè)收獲，就是了解到提前計(jì)劃部署的重要性：即擁有一個(gè)支持遠(yuǎn)程就業(yè)的框架，并提前為突發(fā)狀況做好財(cái)務(wù)方面的準(zhǔn)備。此外對于商戶來說還有一些要點(diǎn)，例如不與一個(gè)單一的供應(yīng)商合作，以避免承受必然的欠缺、確保物流渠道具有足夠的延展性等。

不過，最重要的要點(diǎn)之一，還是與充分利用時(shí)間有關(guān)。對我們來說，這是個(gè)絕佳的、審核我們內(nèi)部流程機(jī)會(huì)，并找到所需改進(jìn)之處。在適應(yīng)新現(xiàn)實(shí)的過程中，我們的團(tuán)隊(duì)非常有創(chuàng)意，我們希望將其中的一些創(chuàng)新成果套用在面對疫情過后的部署上。

最后，請為全球的跨境商戶提供了一些建議！

iPayLinks：想要打入中國市場的外國品牌，必須掌握并提供其他不同的付款方式，主要是電子錢包。這些不僅需要整合到支付渠道中，還需要為此建立一個(gè)專屬的銷售渠道。

而對于希望將業(yè)務(wù)擴(kuò)展到海外的中國商戶，必須確保了解當(dāng)?shù)氐母犊罘绞?，并根?jù)終端客戶們所習(xí)慣與喜愛的結(jié)帳方式提供服務(wù)。另外最重要的是——商戶需要重視CNP欺詐的存在——對于想在海外銷售的中國商戶而言，這是一個(gè)新的挑戰(zhàn)。

*Riskified是一家來自以色列的在線交易反欺詐平臺(tái)，成立于2012年，先后獲得過Pitango Venture Capital、Qumra Capital、Genesis Partners等機(jī)構(gòu)的上億美元融資。Riskified使用強(qiáng)大的AI機(jī)器學(xué)習(xí)算法與用戶行為分析，為Trip.com、Wish、Prada等全球知名企業(yè)提供在線交易監(jiān)控與反欺詐服務(wù)。

The Golden Age of China’s eCommerce export boom has been ushered mostly via popular marketplaces like Ali Express and JD. China’s success, and its appeal for global eCommerce merchants is a no-brainer: it’s the largest eCommerce market in the world, backed by a rapidly growing economy, a state-of-the-art manufacturing sector, and a new generation of tech-savvy consumers with significant spending power.

But now, Chinese brands are confident and ready to offer their goods directly to consumers outside of China, wooing cross-border shoppers with value for money, efficiency and speed.

One company helping fuel this revolution is iPayLinks, a fintech firm based in Shanghai, offering Chinese eCommerce merchants an end-to-end global payments solution to help them expand and succeed in overseas markets. Riskified and iPayLinks have recently formed a partnership, utilising Riskified’s advanced machine learning technology combined with iPayLinks global financial capabilities, to ensure that Chinese eCommerce merchants maximise sales and prevent payment fraud to safely expand overseas.

We had a chance to speak with iPayLinks team, about the Chinese market, Chinese consumers, cross-border challenges, and the recent Coronavirus pandemic.

According to iPayLinks, one of the biggest challenges Chinese merchants face as they expand their business outside of China is Card Not Present fraud. “CNP fraud doesn’t really exist in local Chinese transactions, so it has never been an issue. And when Chinese merchants start selling cross-border, they’re suddenly inundated with a new phenomenon they’re unaware of, and unprepared to handle, in the form of chargebacks.”

One of the reasons CNP fraud is less prevalent in China, is the unique local payments landscape. The vast majority of local transactions in China are made via alternative payment methods. According to iPayLinks, only 16% of local online transactions last year in China were made using credit cards, with the rest conducted via products like Ali Pay or WeChat Pay. “For Chinese merchants selling locally, the advantages of alternative payment methods are clear. They’re easier on the margins than credit cards, and success rates are higher.”

And that ties in to one of the biggest values iPayLinks’ offers their merchants as they expand abroad: localization, and ensuring that local business partners facilitate local shopping and payment habits. “We’ve forged partnerships and established local presence in key markets, across Asia, Australia, North America, Europe and the Middle East, which means we are in tune with local payment culture, and our merchants can offer their end customers the widest range of familiar services” iPayLinks told us, adding that “a seamless payment funnel is critical for acing cross-border sales.”

And from a merchant perspective, iPayLinks handles banking payments and integrates with local acquirers to lower fees and optimize currency exchange.They offer customized solutions to match specific business needs, so shops with market-specific sales channels can connect with local acquirers across regions using a single integration. iPayLinks also helps comply with local regulations, with the ultimate goal of reducing costs and allowing merchants to focus strictly on what they do best: selling.

We asked iPayLinks about the Coronavirus pandemic, and how it impacted iPayLinks’ business, and business in China in general. “We’re back in the office now and our service has not been overtly affected.” However, some of their merchants did take a hit from the pandemic, and iPayLinks team were quick to offer additional services and promotions. The goal was to help their partners reduce costs and maintain capital flows to get through these trying times.

“Throughout the entire ordeal, none of our merchants panicked or froze, OTAs and Airlines that we work with shifted their mindset - mitigating the present, while thinking forward and promoting future packages that were not confined by specific dates.” And that makes sense, with domestic air travel showing signs of recovery and providing confidence for an eventual rebound.

We asked iPayLinks what lessons were learned as a result of the pandemic, to help prepare for any future disruptions. They told us that “one of the obvious takeaways is the importance of planning ahead and being prepared: having a framework that supports remote employment, being prepared financially for enduring events.” iPayLinks also addressed some technical takeaways, like never partnering with one single supplier, to ensure that logistics channels are malleable enough to withstand inevitable shortcomings. But one of the most important takeaways related to making good use of time. “For us, it was a perfect opportunity to audit our internal processes, and to find areas for improvement. Our team was extremely creative in adjusting to a new reality, and we wanted to tap into some of that creativeness and to leverage it not only for COVID-19 matters, but also thinking ahead to the day after.”

iPayLinks concluded with some tips for merchants. “Foreign brands that want to penetrate the Chinese market will have to master and offer alternative payment methods, mainly eWallets. these need to be integral to the payment funnel, but also a sales channel on their own.” As for Chinese merchants looking to expand their offering overseas, iPayLinks had this to say: “Make sure you know the local payment landscape, and deliver a checkout that is in tune with what the end customers expect, appreciate and like. But most of all, merchants need to be aware of CNP fraud - this is a new challenge for Chinese merchants who want to sell overseas.”