Partner Article

Tips for cross-border e-commerce

Tips for cross-border e-commerce – Q&A with Richard Stevenson, ePages

ePages has understood the science on selling for over 25 years. The company shares its advice on cross-border selling for smaller merchants

Q: Is it really worth a small business trying to retail overseas?

Absolutely. Consumers often turn to overseas e-commerce stores in order to save money or source goods they cannot find locally. For example, 25 per cent of German online shoppers have made a purchase from a US retailer.

Expansion into foreign markets is becoming interesting for more and more online retailers. The EU offers ideal conditions for enabling retailers to reach a wider market at relatively little additional expense.

Q: What is the first step for preparing your eShop for international shoppers?

Firstly, it is vital that your online store is fundamentally in good shape, performs reliably and is up to date with all the essential aspects that all consumers expect today. Before attempting to internationalise, be sure to cover off these basics:

• Your product types, logo and branding are all consistent
• You have strong product pages with high quality images
• Your Search function is robust
• You have user-generated reviews content
• Lots of information about delivery and returns policies

Once these basics are covered, we can begin to identify what optimisation is needed for new target markets.

Q: How should you identify which overseas markets to go for?

Research the most practical as well as promising new markets for your company. Look for demand for your type of product and local market trends. Examine the exchange rates, do they often fluctuate? How does supply vary, and do you need to emphasize quality or price competitiveness more? Shipping rates will almost certainly be a key driver here too. Do look at your web traffic for signs of new interest from overseas.

Q: What marketing steps work the quickest?

The goal is to achieve traffic but also the best possible sense of context and trust within your new markets. Research and integrate within the most relevant local marketplaces and directories, and remember to use local review or certification bodies.

Q: Do I have to tailor my online store in terms of payment options?

Absolutely, you must adjust a shop to the preferences of the local market. Consumers in each region need to be supported with their most trusted payment methods. In Europe, there can be great variations by country, so do your research – whitepapers and industry blogs can help. For example, in Germany, many consumers prefer to pay by PayPal or by invoice.

International payment providers can be an enormous help in setting the right options for your relevant regions, for example, Amazon Payments, Ingenico Payment Services, Saferpay, Skrill and WorldPay.

Q: Must I change any of my usual terms of service?

Indeed, consumer rights laws governing returns, complaints and refunds can differ from country to country, so do some homework and detail on your website that you respect and adhere to these. Clearly detail your returns and refunds policies on your website and why not look to use video or social material to help illustrate how smooth your processes are.

Q: What is the Best Tip you can give?

With the right outlook, sound preparation and a robust, optimized e-commerce solution, every SMB can sell successfully to overseas. My No.1 Tip is to always showcase your happy international customers – they are the most valuable marketing and biz development weapon you can get!

Q: Is there any another source where I can learn more on the subject?

To make it easier for you to start expanding internationally, experts at ePages have written a whitepaper, ‘The Guide to Successful Cross-border Selling’, available free at popular retailing advice website eSeller.net, which highlights seven key topics that you need to be aware of when selling abroad. The focus is on the five most lucrative European markets: UK, Germany, France, Spain and Italy. The whitepaper is available for download from here.

This was posted in Bdaily's Members' News section by RICHARD STEVENSON .