The internationalisation strategy of an online shop is key to a brand’s growth. However, this process must be approached with caution, as the smallest mistake can cause us plenty of problems.
As experts in the field, we have put together a few of the most common mistakes that ecommerce businesses make when taking the leap into other markets.
It is impossible to establish internationalisation strategies for an online shop without first studying the market we want to target. Investigating the market trends, purchasing preferences and demand for our product are essential. What’s more, we should also research our local competition.
Ignoring this first part of the process could end up costing us time and money, so we can’t take it lightly.
Thinking that our website will work in another country, even if we don’t adapt it, is another textbook error. As attractive as it is and as much as we chose every image and piece of text with care, it is unlikely our new customers will be able to identify with it. Some processes may even be totally different and really unclear!
Therefore, we should invest time in adapting our website to the target market, so it is both attractive and accessible. As well as translating the content and the menus, we will also need to localize the currency and payment methods permitted in the target country.
We should also make sure that the website works correctly in the other country. We can’t go and loudly announce our international expansion without being sure everything will run smoothly.
If we want an effective internationalisation strategy for our online shop, we can’t ignore local laws and regulations. Not complying with the regulations of the new market can get us into trouble.
It’s also important for the pages containing corporate data and/or legal notices to be updated with the correct data for each market. And let’s not forget translating the content into the target language so our new users can understand the information.
As we have already mentioned, one of the main errors companies make in their internationalisation business strategy is not adapting their website to the new market. This includes adding the payment methods permitted in the new country.
That said, it isn’t just important for our customers to be able to pay us. We must also provide shipment options of our goods to foreign markets. This involves finding out which companies we can work with and showing our customers all the information on the website, from shipping costs to delivery times.
Whether we’re talking about domestic or international ecommerce, a lack of good customer service is a classic error. Responding late to emails, not having a quick service channel like a chat, or ignoring social networks are just a few examples.
This becomes more obvious when there is a language barrier, and we don’t know what we’re being asked or how to respond. However, successful internationalisation strategy models don’t ignore customers just because we don’t speak their language. This could damage our image and generate mistrust.
To rectify this, we can hire a translator to help us, either as an advisor or by translating a series of automatic replies.
We will need a marketing plan for each market we want to reach. We should use it to adapt our strategy to internationalise to the cultural differences and purchasing preferences of the market. Not customising each plan could cost us dearly.
For example, if we intend to carry out a special campaign for a specific date or holiday, we must know whether this exists in the target market and if it is celebrated on the same date. Even though some festivals are shared, they aren’t always celebrated on the same date.
In fact, in Spain, they celebrate Mother’s Day on the first Sunday of May, whereas in Italy and the USA it is the second Sunday in May, and in Chile and Mexico, it is 10 May. We need to keep these details in mind when adapting our campaigns.
Let’s not kid ourselves, internationalising an online shop involves a series of costs that, depending on the type of business, can be extremely high. Ignoring this can be the biggest mistake of all.
As much as we would like to find new customers beyond our borders, we should weigh up the investment involved. This includes the translation of the ecommerce, the new domain and shipping costs.
Furthermore, opening up to other markets also involves risks like payment fraud, for example. Managing these types of problems from another country is no easy task, so we must take them into account when weighing up our strategy to internationalise.
We have seen how we can make mistakes when internationalising our online shop. However, these can be avoided if we turn to professionals for help.
To avoid mistakes in the usability of international online shops, as well as to adapt their content to the target market, we can look to professional translation services. In fact, a translation agency can help us find the most suitable technique. That’s because a translator who understands our potential customers and their culture can provide a much more precise localisation.
What’s more, at agencies like Ontranslation, we look for the best internationalisation strategy for your business. This way, we can avoid SEO fails from a poor translation and even suggest a combination of services to save money on the project.
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