Going global: how to scale your business internationally – key opportunities and challenges

At first glance, international expansion seems like a natural and logical next step for any successful eCommerce business. If you’ve done well in your local market, why not replicate that success in other countries?

But the harsh reality is that many entrepreneurs underestimate the complexity of this move — and end up losing money, customers, and even their business before they get the chance to see their global dreams come true.

Translating your website and shipping packages across borders isn’t enough. Every market has its own unspoken rules, distinct consumer behaviors, and logistical expectations that can make scaling nearly impossible without the right infrastructure in place.

Without a clear logistics and delivery strategy, entering new markets can quickly turn from a growth opportunity into an operational nightmare. In this article, we’ll explore:

• what you need to consider before expanding internationally;
• how to tailor the shopping experience to each country;
• and most importantly, why integrating a flexible courier system can mean the difference between a costly failure and a profitable expansion.

Why Expand Your Business Internationally?

Your local market comes with natural growth limitations — whether it’s the number of potential customers, product seasonality, or market saturation. International expansion opens the door to a broader audience, without requiring a fundamental change in your product offering.

1. Higher demand for certain products. A product that performs moderately in your home country can become a bestseller abroad. For instance, European fashion products are in high demand in the U.S. and Asia, while Korean beauty items are popular across the globe. Explore VAT on shipping costs: a comprehensive guide!
2. Seasonality becomes less of a constraint. If you sell summer clothing, for example, you can offset low demand in one region by shipping to countries in the opposite hemisphere, where the season is still relevant.
3. Scalability without reliance on a single market. Once you’ve validated your business model in one country, you’ve built the infrastructure to replicate that success in others — allowing you to scale exponentially.

Beyond growth, international expansion also strengthens your business against market vulnerabilities:

1. Reduced reliance on local economic factors. A recession in one country can impact sales, but having a presence in multiple markets allows you to offset losses in one region with gains in another.
2. Legislative changes can affect your business. Changes in VAT rules, import regulations, or tax policies may become more restrictive in certain markets. By diversifying your reach, the impact of such changes is easier to absorb.
3. Better adaptability to shifting consumer behavior. Trends and preferences evolve quickly. What works today in one market may be irrelevant tomorrow. A diversified market portfolio gives you more opportunities to adjust, innovate, and optimize your offerings.

What should you consider before entering new markets?

Every market has its own characteristics, and what works in one country doesn’t guarantee success in another. A thorough market analysis is essential to understand demand size, the competitive landscape, and local buying habits. Identifying the most popular product categories, preferred sales channels (marketplaces vs. owned online stores), and key purchase drivers (price, fast delivery, reviews) will help you adapt your offer to meet the needs of local consumers.Use market data, consumer studies, and analytics tools to make informed decisions!

Entering a new market also means complying with local regulations on VAT, customs duties, consumer protection, and return policies. Some countries have strict import requirements, and without a clear understanding of these rules, your deliveries may face delays or incur unexpected costs. For instance, recent changes in Germany’s postal legislation have impacted import processes.

What’s more, your pricing strategy needs to reflect local costs, purchasing power, and your brand’s positioning in that market. A product seen as affordable in one country may be perceived as premium in another, which affects your marketing strategy and promotional approach. You also need to factor in international logistics costs, customs duties, and fees from local payment platforms. Some markets are highly responsive to discounts and special offers, while others prioritize brand experience and exclusivity.

Why a Solid Logistics Strategy Is Essential for International Expansion

Logistics Challenges in New Markets
Expanding into international markets comes with a set of logistical challenges that can affect customer experience and overall profitability:

• longer delivery times;
• higher shipping costs;
• customs delays;
• complex return policies —
  are just a few of the hurdles you’ll need to overcome.

In some regions, transport infrastructure may be underdeveloped, leading to delivery delays or the inability to offer express shipping. Additionally, customs requirements can vary greatly, and without proper documentation management, parcels may be held at the border — frustrating your customers and increasing your costs.
A strong logistics strategy should include solutions that minimize these risks and ensure reliable, efficient delivery.

One courier alone is rarely enough to handle deliveries across multiple markets efficiently. Working with a multi-carrier shipping software can help reduce costs, streamline operations, and improve delivery times.

Optimizing International Shipping and Returns

International shipping costs can quickly eat into your margins if not managed properly. Automating carrier selection based on destination and cost can significantly lower your expenses.

Offering a variety of delivery options — from standard to express — gives customers the flexibility to choose what suits them best. Returns are another critical area: many international customers have high expectations when it comes to return policies. If the process is slow or costly, it may discourage them from completing a purchase.

To build long-term trust and drive repeat sales, make sure your return experience is as smooth and local-friendly as possible.

Adapting to consumer expectations in each country

Each country has unique traits that shape the online shopping experience — from delivery expectations and payment preferences to customer support standards. A one-size-fits-all approach can limit your success, while a localized strategy tailored to regional preferences can significantly boost conversions and customer loyalty.

Personalizing the Shopping Experience

1. Localized content: Simply translating your website isn’t enough. Adapting product descriptions, promotional messages, and even the tone of your communication to the cultural norms of each market can significantly increase your conversion rate.
2. Personalized recommendations: Integrating AI-driven tools that suggest relevant products based on shopping history and user preferences can enhance the overall shopping experience.
3. Tailored design and UX: In some regions, users prefer minimalist websites (e.g., Scandinavia), while in others, bold banners and aggressive offers are more effective (e.g., Asia). A/B testing your design per market helps maximize engagement. Learn the best UX practices for product pages!

Local Payment Methods and Return Policies

About 46% of online shoppers abandon their purchase if their preferred payment method isn’t available. Selecting the right payment options and return policies can have a major impact on your international success. [1]

• In Western Europe, credit cards and PayPal dominate.
• In Eastern Europe, many consumers still prefer cash on delivery (COD).
• In Asia, mobile payment platforms like WeChat Pay and Alipay are the standard.
• In Latin America, installment payments are among the most popular options. [2, 3, 4, 5]

Displaying prices in the local currency removes psychological barriers to purchase and improves the user experience. In mature markets like Germany and the UK, customers expect free returns and fast processing. An efficient return system builds trust and increases customer retention. [6]

The Importance of Localized Customer Support

An effective customer support system can turn a negative experience into long-term loyalty. Consumers across different regions have specific expectations for response times and communication channels.

1. Fast response times are crucial. If you offer support only during your home country’s business hours but sell globally, customers in other time zones may be left without help.
2. Most consumers prefer to communicate in their native language. Offering assistance in the key languages of your target markets increases customer satisfaction and trust.
3. Support channel preferences vary: in some markets, email is standard, while in others, live chat or WhatsApp are preferred. Adapting your support to local habits improves the overall customer experience.

A Flexible Courier System Can Make or Break Your Global Success

A rigid system, one that relies on a single courier or manual processes, can lead to high costs, delivery delays, and poor customer experiences. On the other hand, a flexible courier setup based on automation and multi-carrier integration can improve delivery performance and increase customer satisfaction.

The Benefits of a Multi-Carrier Model for Fast and Efficient Deliveries

One of the biggest challenges in international eCommerce is selecting the right logistics partners for each market. Relying on a single international courier can lead to high costs and uncompetitive delivery times. A multi-carrier model allows you to optimize shipping routes and offer customers more delivery options.

1. Flexibility in choosing the optimal carrier – Instead of depending on one provider, you can select the courier with the best speed-to-cost ratio for each region.
2. Reduced operational risks – If one courier faces issues (e.g., delays, strikes, price increases), you can switch providers quickly to maintain delivery continuity.
3. Lower costs through better rate negotiation – By spreading your delivery volume across multiple carriers, you gain greater bargaining power for preferential rates.

How does Innoship help? Through its smart algorithm-based multi-carrier solution, Innoship automatically selects the most suitable courier for each order — optimizing both delivery time and cost.

Automating Shipping and Return Processes  

Efficient logistics is about more than fast deliveries — it’s also about streamlining processes to reduce errors and control costs. From generating shipping labels to managing returns, every step should be simplified and tightly managed.

1. Automated AWB and label generation – Removing manual processes speeds up order prep and reduces error rates.
2. Real-time delivery tracking – A well-integrated system gives you full visibility into order statuses and lets you respond quickly to delays.
3. Simplified return management – In international markets, return policies heavily influence purchase decisions. A solution that enables fast return processing and efficient product redirection helps increase customer retention.

The Innoship platform automates your shipping workflows and enables more efficient return handling — providing customers with a hassle-free experience.

A flexible and efficient delivery strategy is essential to thriving in international eCommerce. Adopting a multi-carrier model, automating your processes, and using technology to optimize operations allows you to provide fast, reliable, and market-specific delivery experiences.

By integrating a solution like Innoship, you can reduce shipping costs, shorten delivery times, and improve return handling — giving you a major competitive edge in your global expansion.

Source

[1] Neontri. Linkedin.com, 28 Oct. 2024, www.linkedin.com/posts/neontri_nearly-50-of-us-and-uk-consumers-abandon-activity-7256599106339360768-1vsn. Accessed 10 Feb. 2025.
[2] https://www.businesswire.com/news/home/20220720005466/en/Western-Europe-Online-Payment-Methods-Market-Report-2022-Online-Payment-Methods-Following-An-Upward-Trend-in-Western-Europe—ResearchAndMarkets.com
[3] “International ECommerce: How to Effectively Grow in Eastern Europe.” SCAYLE, 13 Jan. 2025, www.scayle.com/library/blog/international-ecommerce-eastern-europe/. Accessed 10 Feb. 2025.
[4] https://press-files.anu.edu.au/downloads/press/n9124/pdf/ch06.pdf
[5] “Why Are Installment Payments a Trend in Latin America? | EBANX.” Ebanx.com, 2024, blog.ebanx.com/en/installment-payments-in-latin-america/. Accessed 10 Feb. 2025.
[6] Harrold, Niki. “A Quick Recap of Similarities and Major Differences between the German and UK E-Commerce Market and Customer Preferences.” Linkedin.com, 4 Sept. 2024, www.linkedin.com/pulse/germany-vs-uk-diverging-consumer-trends-two-mature-markets-harrold-eekde. Accessed 10 Feb. 2025.