Businesses that expand into international markets gain numerous opportunities to increase company revenue. Fortunately, global growth has never been easier.
Emerging international markets, such as India, Mexico, and the Philippines, see continued e-commerce sales growth each year, making them particularly attractive for up-and-coming companies that want to start selling internationally. However, selling products in international marketplaces poses unique challenges that require a careful strategy.
This guide will explore the benefits and challenges of international e-commerce and outline how to sell products online internationally so you can expand your business.
Today, technology allows businesses of any size to sell products to international buyers. You can build a global storefront on platforms like Shopify and WooCommerce in just a few clicks.
But should you? Consider these advantages and roadblocks to decide whether you’re ready to reach shoppers worldwide:
Whether you run a small e-commerce dropshipping store or a large corporation seeking untapped markets, you stand to gain the following benefits when you start selling products abroad:
Despite the benefits of selling internationally, you shouldn’t ignore its challenges. Watch out for these obstacles to global selling:
Expanding your e-commerce business to international markets can open up massive opportunities, but it’s not as simple as shipping products across borders. A few vital steps will help you reach global buyers and avoid common roadblocks, such as high shipping costs, payment issues, and customs delays.
Demand isn’t the only consideration when selling internationally. Many businesses chase the biggest markets, assuming more people means more sales. However, a high-population country with strong spending power doesn’t guarantee success if the marketplace is oversaturated or your product doesn’t align with local preferences.
Established competitors prove that your product is in demand, but you’ll have to make a heavy investment to overcome their head start. Instead of looking at markets where similar products are already selling, find places where your product can fulfill an unmet need.
Strategic market research examines the economic and cultural factors that influence local shopping behaviors, purchasing decisions, and demands. This information will help you adapt your product and marketing strategies to match local expectations.
Every country has distinct import regulations, customs duties, and shipping networks that can impact delivery times and expenses. Overseas shipping costs and customs fees quickly eat into profits, while delays at border checkpoints can frustrate customers.
Businesses can avoid these issues by researching customs requirements, classifying products with appropriate Harmonized System (HS) codes, and staying updated on international shipping policy changes.
Global businesses need to offer diverse and flexible payment methods. Credit cards, digital wallets, and region-specific payment systems (e.g., Alipay or Klarna) can streamline checkout for international shoppers. Ensure your e-commerce platform supports multiple currencies so shoppers can view prices in their local currency and avoid surprise conversion fees.
Businesses can sell to foreign markets directly from their websites, through international marketplaces like Amazon or eBay, or via partnerships with local retailers. Many brands establish international e-commerce stores with Shopify, which offers built-in features and plugins for currency conversion, local payment methods, and multilingual support.
Translation and localization are critical for international sales. Buyers won't complete an order if they don’t understand what they’re purchasing.
Many eCommerce platforms, like Shopify, integrate directly with translation solutions to simplify and accelerate website translation. For example, Smartling’s Connector for Shopify allows users to send their Shopify content—such as product descriptions, checkout pages, and more—directly to Smartling for professional translation, without ever leaving the Shopify environment. This seamless workflow removes manual effort and speeds up the translation process, helping brands connect with consumers across the globe, no matter the language.
Global expansion requires strategic planning and careful resource allocation. Your business must connect with international shoppers in their native language to earn trust and increase sales. Smartling makes the translation process easy and efficient.
Smartling guarantees a consistent, localized experience for global customers. Our all-in-one translation solution helps e-commerce brands quickly localize their websites by integrating directly with existing platforms. Shopify users, for example, can use Smartling’s Shopify integration to translate their storefront into any language and deliver consistent, localized shopping experiences with ease.
Want to reach more shoppers without breaking your budget? Download our free eBook, “10 Strategies to Boost Translation Efficiency.” You’ll discover how to leverage automation, optimize your translation mix, and make data-driven decisions for a smooth global expansion.
Your product, budget, and target market will influence your sales approach. The following channels offer varying levels of control and support:
The ideal online marketplace depends on your business’s needs. Some offer robust logistics solutions, whereas others allow greater customization for international SEO. Here are some of the most popular options:
Most consumer products don’t require an export license, but technology, medical supplies, military equipment, and restricted goods may need approval. Licensing and regulation rules vary by country, and some have embargoes limiting sales. The Export Control Classification Number (ECCN) system helps determine restrictions.
If you’re using on-demand production or localized fulfillment (e.g., Shopify’s global partners), you may not need an export license at all. These options greatly simplify international shipments.