Localisation could be the difference between success and failure – remember to go beyond translation and consider the whole experience.

Think about the consumer

You may also need to consider whether your working hours should change or be extended to give yourself the best chance of success. For instance, depending on the type of customer support you want to offer, you may wish to make sure your business is awake when your customers are – 75% of customers will spend more with businesses that provide a good customer experience.⁸

Consider the finances

Assess the financial implications as best you can. There are lots of things to consider here, including whether you need to budget for compliance with local regulations, as well as market research and any advertising costs. Bear in mind too that consumer tastes vary by market – you may need to invest in adapting your products to suit.⁹

Think about how to sell

Knowing how best to sell to customers in the market is also important. You could rely on your own website or sell via a marketplace, and there are pros and cons for each. One survey suggests that 58% of global cross-border consumers prefer to buy directly from a business’s website, compared to 40% that prefer a marketplace, but those preferences will vary based on the specific market you’re considering.¹⁰

Get local knowledge

It’s a good idea to find out as much about your chosen market as you can. Visiting yourself is a good option – make use of local trade shows and any contacts you can make – while you can also consult with trusted sources such as local chambers of commerce and business associations. The European Commission’s Market Access Database also provides a wealth of information about shipping to new markets, from trade barriers to local services for businesses.

Learn customs essentials

Customs compliance is an area that some businesses find challenging, so it’s important to get on top of it. But that doesn’t mean you have to know everything. In most cases an understanding of the basics – completing a commercial invoice and knowing how to write an accurate goods description – will be enough. However, for some products and in some markets, it’s worth checking to see if your goods will need any additional licenses or if there are any extra processes to follow – such as including additional documentation when shipping items classed as dangerous goods, or completing a Prior Notice when shipping food or beverages to the US. Don’t forget your shipping partners here – they will have local knowledge and should be able to advise on the requirements.

Translate appropriately

It’s important to make sure your website is translated effectively. That means thinking beyond just the main product pages. Customers will also want to be able to understand your policies, for example, and know how to contact you. This will help to build confidence in your business, as well as helping with search engine optimisation in your chosen market.

Go beyond translation

Translation is important but there’s more to localisation than that. Your returns processes are a good example, as are your payment options – in both cases it’s important to offer what consumers are looking for. For instance, while card payments are common in e-commerce, it’s bank transfers that are the most popular form of online payment in several countries – including The Netherlands and Poland – while cash is most popular in Argentina.¹²