Establishing PayPal as the gateway to global sales opportunities for online merchants

/ Work / PayPal PassPort

The PassPort initiative was the centerpiece of an ongoing program that really shifted the needle for PayPal in terms of their adoption by merchants, and reputation as the thought leader in cross-border sales.

The Grayling team was a true partner in PayPal's global initiatives comms program. From partnering with us and executing SABRE Award finalist campaigns like PayPal PassPort, to developing and driving comprehensive merchant education initiatives like China Connect and Millennial Opportunity, the team always had a clear vision of success and what it would take to get there, connecting their ideas to the business objectives of my unit and our company as a whole.

Their analytics capabilities also helped show the impact and value of our programs. Many of our initiatives involved global research with tens of thousands of respondents from around the world. My Grayling team was able to receive the raw data and parse it for headline-worthy insights. Having this capability within the comms team not only led to great media results, but also delivered insights that have been leveraged by PayPal marketing, sales and business development teams around the globe.

Melissa O'Malley - Director, Global Initiatives

Project Leader

The global e-commerce market is rich with opportunities for small business owners. The problem is: most small business owners only know of the opportunities that exist within their own markets. Our challenge was to establish a global merchant education program that would: create a global platform to position PayPal as a world commerce builder and the right partner for businesses selling cross-border; educating merchants about how PayPal helps mitigate the risk, uncertainty, and barriers that have traditionally limited international shopping; and supporting merchant cross-border selling success from information through implementation.

We conceived, created and launched PayPal PassPort, a free-to-access website designed to educate and empower small businesses to expand their global sales. It provides country- specific guidance on seasonal sales peaks; cultural customs, taboos and trends; shipping, real time custom duties, taxes and shipping calculators; and purchasing trends for more than 40 countries.

A SABRE Award finalist, the PassPort campaign received tremendous attention in the U.S. and globally, with 3.7b media impressions globally in the launch period. Merchants using PassPort saw immediate and sustained increases in international sales. Due to ongoing interest and success, PassPort is now available in over 10 languages and dozens of markets.