Find out how other Aussie businesses started selling online overseas

Is your business ready for global expansion?

Take a look at the competition in the region you’re considering entering. How will you stand out? Be clear on what makes your brand different, and who your customer is.

For First Nations fashion brand Ngali, being a social enterprise is a point of difference. “I think that the rise of conscious consumerism is an important thing to address. What is that brand edge in a crowded marketplace? How can we as a brand assist in customers making a conscious choice around what product they'll invest in?” says Creative Director Denni Francisco.

“Our customer avatar is 30 plus year old professionals who are interested in social enterprise purchases. They’re looking at what their purchase benefits. That's important to our customers. They are interested in the First Nations creative space and purchases that support artists, communities and kids' education,” Denni shares. 

Consider whether your product will be priced competitively compared to others in the market and what the cost of doing business will be. 

“Study the market. In particular, the local price point of similar products. Then look at your operational expenses and whether you can sustain being competitive in that market,” says David Ibanez, Head of DC & Operations at fashion retailer Showpo.

Keep in mind that with currency conversion rates, your product may be more competitively priced in a market where the Australian dollar isn’t as strong. “The exchange rate at the moment means the USA can access our products at a really reasonable price. Not so good for us when buying in USD, but for our customers it's a benefit,” says Denni from Ngali.

How will you validate demand for your product?

The wants, needs, culture and expectations of consumers vary from region to region. A product that’s a hit in one region can flop in another. With research and preparation, you can give your product the best chance of success in a new market. 

Take time to tailor your product and promotion to the audience. Sometimes, the translation of a product or brand name can land badly — which was the case for one haircare brand, whose curling iron translates as slang for ‘manure’ in German. 

Melbourne-based electronics retail store, KG Electronic work hard to ensure their products work in different countries. 

“Some products have plugs that don’t work in every country,” points out co-founder, Nimrod Ganon. “Some need to comply with different legislation or approvals. And some have trademark restrictions that prohibit you from selling them overseas. You want to carry products that can go everywhere in the world.”

Do you have a realistic go-to-market budget?

Like any business growth strategy, exporting can be costly. You may need to invest upfront in things like travel, additional staff, marketing, trade shows, sampling costs and local consultancy fees. Yet it can take time — years, even — to recoup these costs. 

Viktoria & Woods have found success selling overseas including via social selling and marketplaces. Head of Marketing Dianne Biviano confirms it’s important to ensure you have enough budget to maintain awareness in new markets. 

“Map out the costs involved, particularly to maintain your presence within those markets. You do need to have a good amount of budget to fuel your digital and affiliate programs. You can never have too much budget,” says Dianne. 

Can your shipping partner support your expansion?

The right shipping strategy will enable you to offer affordable and timely delivery options to your international customers. 

“The biggest challenge we face selling internationally is customer acquisition and distribution channels. Thankfully, we use Australia Post to ship internationally. Having one of the largest networks in the world gives us the opportunity to capture a much larger audience,” says Austin D’Souza, Managing Director, Ozzie Collectables, who ships his collectables from Melbourne to all corners of the world.

Setting up an international distribution channel might seem daunting at first – but the right partner can support you all the way, says Austin. “Australia Post provides a business customer support portal where we can log concerns or queries, and an Account Manager whom we can liaise with directly. It’s a seamless process.”

Some brands choose to use a distributor, consolidator or eCommerce marketplace to access overseas markets. Having a distributor located closer to your customers can help make pricing and delivery timelines more competitive.

Ensure your packaging reflects your brand values. For Ngali that means sustainable options. “Packaging really needs to be environmentally friendly. That's important for the ethos of who we are as a brand,” explains Denni.

Don’t forget to consider other aspects of planning and logistics — from getting your website ready to prepping your team. Get more tips in our International Shipping Playbook.

How will you deliver a great customer experience for international shoppers?

Tailoring your shopping experience to the language, culture and currency of shoppers can have a huge impact on sales conversions.

Bronte Ranford, Marketing Manager, bond-eye Australia Group explains, “From a marketing perspective. It's being super, hyper aware of what is happening in each region. Not having the same communications globally. We all have different holidays. We have different seasons. We have different databases for the USA, the UK and Australia and New Zealand and ensure we are looking after each region and that the comms are aligned with what's happening over there.”  

Showpo has achieved impressive cut-through across multiple countries and cultures. Their advice for connecting with customers spread across the globe? 

“This needs to be considered and prioritised. What platforms will give you the best reach? What time of day will you communicate with them? And importantly, get a clear understanding of when their orders are likely to come in so you can create a fulfilment strategy that delivers a great customer experience,” David says.

For more great tips and insights from businesses who have already taken the leap, take a look at our International Sending Playbook.

Sonya Michele, founder of dog&boy says, a seamless and trusted online shopping experience will build a loyal customer base over time.  “Make reliability and cost your top priorities. Every dog&boy parcel has a tracker because I need to know that the parcel will reach its destination once it has left Australian shores. 

“My international contract with Australia Post includes volume discounts, which enables me to absorb the cost for standard shipping across the world. Both these factors make my customers very happy,” she says. 

Find out more about your options for shipping overseas with Australia Post — from international shipping contracts to MyPost Business and pre-paid satchels  — here.