A checklist for expanding your ecommerce business overseas

Does your online business have an untapped international market? That’s an opportunity many small business owners would jump at. But first you need to do the right groundwork to see whether it’s worthwhile selling outside of Australia. 

Here’s a short checklist to help you start selling online internationally. 

Have you researched your international market?  

Find out if there’s already interest for your product. Is there strong demand or an obvious gap in that market? It’s always easier to meet a need than to create one. 

Start by looking at your own data to see where your international orders are coming from. Learn as much as you can about your international customers’ spending patterns and local buying trends. Then think about how you can offer a localised shopping experience for them. 

Google Analytics is great for gauging whether there’s international interest in your products or services. Google Market Finder can quickly analyse search traffic on relevant keywords to help drive people to your business. 

Then use a tool like Google Keyword Planner to identify the level of competition for search ads. This will tell you whether you’re entering a crowded or untapped market.

Is your website translated and localised for global expansion?  

Boost international shoppers’ confidence and make shopping easier by taking a look at your website through their eyes. Have you translated the website into the most popular language for the region? Consider the season, culture and any topical holidays or events.

Engage a local professional copywriter to produce a translation that maintains your website’s tone of voice and key messages. 

Remember to adjust units of measure and currency to those used in the target country.

Is it easy for international shoppers to transact with your business?  

Are you set up to accept payments from international customers? Online shoppers tend to abandon purchases at checkout if their preferred payment option isn’t available or if they don’t trust their payment details will be handled securely. 

Find out the preferred payment method in your target market and how to offer it on your website. 

Then find out if your payment provider lets you list products in different currencies. If it doesn’t, then include a currency converter on your website. 

How will you package products for international delivery?  

Strike a balance with your packaging. Protect the products, represent your brand (including any sustainability commitments) and keep the weight as light as possible to avoid additional shipping costs. Your local Post Office can provide valuable advice on packaging options.   

Here's a good resource on the dos and don’ts of packaging with Australia Post. 

Have you decided how to handle overseas returns and refunds?  

Are you happy to shoulder the cost of return postage if your customer doesn’t like your product? Customers are generally unlikely to buy from your ecommerce store if your return policy is unclear or doesn’t meet their expectations. 

Take a look at return policies of similar businesses and consult a professional in Consumer Law to make sure your business is compliant with Australian laws as well as relevant international ones.

Read more about refunds in our International Sending Playbook. 

Do you have local support to help your business expand internationally?  

Building trust among customers and stakeholders in a new market is crucial. A local contact network can take save you time and accelerate success. 

Local business partners have deep knowledge of their home market and ability to converse in the local language. They can help you bridge communication gaps and resolve teething problems quickly. 

Consider hiring a local financial controller to help with your accounts, invoicing, payments and local tax laws. You can save yourself time and potentially, money down the line and help streamline any auditing processes.