6 things to consider when expanding your eCommerce business into Asia

The Asian market can be lucrative for Australian ecommerce businesses. Customers across south-east Asia are spending more online, a trend that’s expected to continue growing.¹

Before jumping in, there are important considerations that will help you navigate the complexities of an eCommerce business expansion into Asia.

1. Conduct thorough market research

Before launching in any new region, it’s important to research the market. Asia is a diverse continent with varying cultural norms, consumer behaviours and preferences in each country, so start by identifying which countries in Asia align with your business expansion strategy and target audience. 

Research the local competition, regulatory requirements and payment preferences. Understanding the market landscape will help you tailor your strategies and avoid costly mistakes. 

2. Localise your website and content

One size doesn’t fit all when it comes to eCommerce in Asia. Investing in localisation will enhance the user experience and build trust with your target audience.

To effectively engage with local consumers, you’ll need to localise your website and content. This includes translating your website into the local language, adapting product descriptions and marketing materials to suit cultural preferences, and incorporating local payment methods. 

It’s also worth researching where your potential customers are shopping – for example, with social commerce taking off around Asia,¹ make sure you’re on the relevant channels.

3. Build your understanding of the culture

Cultural nuances play a significant role in consumer behaviour and purchasing decisions in Asia. What works in one country may not resonate with customers in another. 

Take the time to understand cultural sensitivities, holidays and traditions that may impact your marketing campaigns and product offerings. 

For example, Chinese New Year online sale events are very popular in China, which is one of Asia’s largest eCommerce markets.² 

Singles Day Sales are also driven by customers in China, who make it the largest retail shopping date in the global calendar.³

Building relationships with local influencers or partners can also help you navigate cultural nuances and establish credibility with your target audience. 

4. Do your due diligence on legal and regulatory issues

Each country in Asia has its own set of regulatory requirements and legal frameworks for eCommerce businesses. 

From data privacy regulations to import/export restrictions, it’s vital that you understand and comply with local laws to avoid potential legal issues or fines. Consulting with legal experts or local advisors who are familiar with the regulatory landscape can help you navigate these complexities and ensure compliance. 

5. Get to know what good customer service means in a different location

Providing excellent customer service is essential for building trust and loyalty, especially in new markets. This includes understanding cultural norms around customer service – and you’ll find that addressing issues promptly and respectfully can help you establish a positive reputation in the market.

Offering multilingual customer support and localising communication channels (like chat support and email) can enhance the overall customer experience. 

6. Work with a reliable international delivery partner

Reliable shipping and timely delivery to your customers are essential for success in eCommerce, especially when you’re establishing your reputation in new markets. 

Online shoppers around Asia have high expectations about receiving deliveries quickly and on time. Plus, Asia’s vast geography and diverse infrastructure can present logistical challenges, including shipping, customs clearance and last-mile delivery. That’s why it’s so beneficial to work with Australia Post as your reliable delivery partner.