Cross border – How to enter foreign markets with eCommerce?

The most important step from a strategic perspective is to choose the direction in which you want to grow your business. In this case, the direction is literal - it's about choosing countries. What do you need to take into account?

First of all, gather information about the size of the market, the needs of customers, their economic status, the state of the economy, and current trends in the country. The latter, while often developing globally in a general sense, surprise with nuances specific to a particular country.

Once you have this information and a general idea of the direction of expansion, legal analysis is necessary. You need to have the regulations of the eCommerce industry and, more specifically, online sales in your fingertips. Customs duties, tax laws are just some of many difficult issues to master. Therefore, you may need the support of experts who will allow you to confidently and legally enter a new country with your offer.

Precisely the help of experts and external companies is a big help in implementing international expansion. It is worth to commission market research such as Data Insight company specializing in the study of eCommerce industry. Economic data, but also those relating to demographics, or wealth of our target group search on the websites of state administration. A lot of practical information on cross border and selected foreign markets is also published by Izba Gospodarki Elektronicznej.

Another and equally important topic is the offer. Here take into account not only its attractiveness for the market of a given country, but also the physical parameters of the products. If they are bulky, do you already have an idea of a reasonably fast and safe shipment? Also analyze the shipping costs, selecting the most attractive offer of a supplier. Check and include a returns and complaints policy in your eCommerce terms and conditions. This is where you need to consider a cost of handling their acceptance process.

A competitive analysis will also help you prepare your bid. Find out what standards they have and write down best practices. And then show what differentiates you!

Entering a new country with eCommerce is a testing ground. Don't be afraid of mistakes and learn from each one. However, remember some basics. When communicating with customers, be honest - long shipping time, higher cost - inform about everything. Customers are usually able to accept some inconvenience in exchange for a product which was previously unavailable to them. However, sincere information is the key here, as well as an efficient Customer Service Department.

Content language is also important when communicating with potential customers! Opt to work with local language translators rather than taking the easy way out and communicating in English in every country you sell in.

As Adam Chudzik writes on the pages of Izby Gospodarki Elektronicznej "Few Polish companies decide to enter the sector of cross-border commerce. It is estimated that they account for 7%, and about 39% of entrepreneurs do not consider such a solution at all (data from the report Cross Border eCommerce. Opportunity or Threat)". However, there are several domestic companies that are doing well on foreign markets - eobuwie.pl, LPP, CCC... How to join the best? Start with the basics - analyze at least one direction you want to reach. Prepare an offer and just start operating. Cross border eCommerce is not the future, but the present. Do not stay behind.