Grow Global Guide to Selling Online Using International Websites

More and more, companies are realising the potential of reaching their customers directly online. Even companies selling services can use their website as a lead generation tool, and companies selling products can make healthy international sales through a well-designed e-commerce website.

Here’s some tips on how to get started on reaching customers online through your website.

How do I choose an e-commerce platform?

Most SME’s take the e-commerce route and the market is full of companies vying for your attention, promising to build you the best e-commerce system yet. Before you take the plunge, stand back and produce a specification of your requirements and evaluate what’s out there. Be sure to carefully pick a platform that will be able to support you as you expand internationally, supporting language pages, multiple currencies, different payment systems, delivery options and sales tax rates. Make sure that it will integrate with any stock, finance or customer relationship management systems you already have in place or plan to add.

Do I need to localise and translate my online content?

To appeal to local customers and to be found in local search engines you will need to have local language content dedicated to each country you are planning to sell into. Furthermore, you will need to customise your website pages to local cultures and local tastes, including the messages, the copywriting, the images and videos. International customers are more likely to buy from you if you do this.

How do I select the right local payment methods?

Popular payment methods vary by region, but options like credit cards, PayPal, and bank transfers are widely accepted on international websites throughout the world. It's important to research the payment methods preferred in your target markets and ensure that you offer options that are convenient and secure for your customers. We are very advanced and indeed trusting of e-commerce in the UK – one of the world’s leading e-commerce nations. We’ll quite happily part with quite a lot of cash on our credit cards and know that our goods will (normally) arrive. Many cultures are very distrustful of credit cards and usage is much lower. Therefore it is good to cater for customers paying by direct transfer or local payment systems. While PayPal is global and accepts most currencies, it is not possible to use it in every country in the world. Don’t forget to think about other specialist payment systems, such as Alipay in China or mobile money, such as MPesa in Kenya.

How can I handle international shipping and customs?

Shipping and customs can be a challenge when selling internationally, as regulations and fees vary by country. It's important to research the regulations and fees for each country you plan to sell into and factor them into your pricing and shipping policies. Using a reputable international shipping provider and offering clear information on shipping times and fees can also help avoid issues and provide a higher level of customer service, especially for the last mile.

How can I understand the legal and tax considerations when exporting?

Selling internationally can have legal and tax implications, such as registering for VAT or sales tax and complying with local regulations. It's important to consult with legal and tax professionals to ensure that you are compliant with local laws and regulations, which can add additional costs to selling internationally. This applies to products and services, as well as digital products and services too.

What do I need to research when selling online across borders?

Bring everything in the whole marketing, selling, operations and logistics process into question when you are going international. Don’t assume everything will be the same – in fact, don’t assume anything will be the same. Look into regulatory compliance, selling regulations, delivery methods, exchange rates, local legal requirements and customs documents, to name just a few areas that will need your attention. Despite the amount of research and work that you can put into building an international e-commerce strategy, the benefit at the end of the day is tremendous and can be more or less instantaneous.