Expanding internationally can be an attractive growth opportunity for e-commerce brands looking to increase their customer base and revenues. With cross-border e-commerce sales projected to reach $1 trillion by 2023, there is a huge global market out there waiting to be tapped into. However, international expansion also comes with its fair share of challenges and risks that need careful evaluation. Here are some key considerations for e-commerce brands looking to scope out expansion opportunities abroad:
Research target markets thoroughly – Don’t go into a new market blindly. Conduct in-depth market research to identify countries and regions that present the best opportunities for your products or services. Look at factors like total addressable market size, internet and mobile penetration rates, local competition, cultural preferences, legal and regulatory requirements, etc. This will help you create a priority list of potential target markets.
Analyze logistics and operations – Study what it will take to set up local operations and deliver products smoothly in target markets. Assess shipping costs, customs procedures, warehousing needs and last-mile delivery challenges. Having boots on the ground through local partnerships can help overcome logistical hurdles.
Consider a phased approach – Trying to launch in 10 new markets simultaneously is risky. Prioritize 1-2 markets at a time for a pilot test. Focus on markets where any logistical or operational challenges will be fewer. This will allow you to refine your processes before expanding further.
Evaluate payment gateways – Research the popular local payment options, gateways, and regulations around payments. Offering the preferred local payment methods can boost conversions. Partner with local payment service providers wherever needed.
Adapt marketing strategies – Every market has its own digital landscapes and consumer preferences. So localize your brand messaging, products, website, ad campaigns, influencer partnerships and other marketing assets. Don’t just translate – culturally adapt for each region.
Invest in localization – Hiring local country managers and community agents is key to success in a new region. They will provide ground insights, manage local partnerships, handle customer service and drive authentic engagement with e-commerce website development companies in India.
Understand regulations – Carefully evaluate the legal and tax regulations that apply to e-commerce businesses in each market. Things like customs duties, consumer protection laws, marketplace facilitator tax rules, and data protection laws need to be factored in. Stay compliant
Evaluate risks – International expansion also brings potential risks like import restrictions, censorship, political instability, exchange rate fluctuations and cyber threats. Evaluate and plan for mitigating such risks through insurance, compliance steps, controls etc.
Start small – When entering a new region, start with selling on just one local marketplace or through select merchant partners. Run testing and pilots before going all-in so you can adapt and optimize.
Focus on profitability – Don’t just chase top-line revenue growth. Local operations should be structured to deliver healthy profits after factoring in additional costs. Otherwise, expansion can sink the whole business.
International expansion is a highly complex endeavor that requires thorough planning and tactical execution. Following a structured, phased approach is key to scoping out opportunities successfully. E-commerce brands must weigh all the pros and cons before taking the leap into new geographical markets. With the right strategy from an e-commerce website development company in Kochi and local execution, international growth can significantly boost the overall business. But without sufficient preparation, expanding globally can be an expensive mistake. Conduct diligent scoping to make the global e-commerce opportunity a success rather than a failure for your brand.
