There and back again – a tale of cross-border trade

Selling internationally is how you can make sure your business doesn't depend entirely on the fate of one economy and one currency. Here is a list of five tips (plus a bonus pointer!) about selling effectively across borders.

0. Getting there – Make sure you can deliver your items internationally

This isn't just a tip; it is so essential it needs to be thought about before you even attempt to sell overseas. Do you have the MEANS with which to ship outside your domestic market? Are there going to be size or compatibility issues with your items? Are your items legally permitted into the countries you want to ship to?
Some main points around this are that Royal Mail will not ship flammable liquids internationally – at all. This includes nail varnish and other beauty products you wouldn't think would be an issue. In Japan, magnetic bracelets that we consider to be jewellery are treated as a medical item.

Size is a big issue. Get real quotes from carriers for specific countries so you can make sure you don't lose out. Volumetric weights need to be taking into account for this: Just because a cricket bat weighs 1.5kg, doesn't mean its volumetric weight (and the weight you will be charged on) will be the same. It's closer to 5kg.

Can you ship cheaper? The Royal Mail offers a “max sort” product, which means you do a little more work sorting your items and the reward is extremely competitive international shipping prices. Make sure you shop around for the best prices for your item type.

1. Open up your domestic listings to ship internationally

Once you have decided that international delivery is not an issue, update the domestic market places to which you’ll ship internationally. This is an essential first step and it will give you a feel for potential markets, as well as associated problems.

2. Localise

Once you have decided on a target market, localise yourself in it. I always tell my clients to choose markets that speak the same language as they do, because they are the easiest in which to localise initially. You can put yourself in their shoes as a buyer, research better on local quirks (football = soccer in the USA as an example) and make sure you are using local sizing and dimensions. If you find from the results in point 1 that your best market is (for argument’s sake) Germany, you need to engage in more localisation practises. You can enlist the services of a translation company here.

3. Test your new market first

With all expansion, especially into foreign markets where you need to outsource translation, there is an investment needed. Test your marketplace first with your top 20% or top 100 skus. If this all works out you can invest more. There is no rule to say you need all the things listed when you localise for a market. You will find that new customer service issues will crop up too, so testing is a great way to solve these issues before they escalate as the sales grow.

4. Fulfilment is not the devil

If you feel you will struggle, local fulfilment is a very viable option for selling abroad. Amazon has its own service here all ready to go, but there are also lots of other options for you.

5. And back again – Returns

A local returns address (which you can now get as a third-party service) is a great way to tackle the problem of international delivery being freakishly expensive for the average Joe buying from you. They don't get a bulk discount, so what costs you the price of a sandwich can cost them the price of a fancy lunch out. Recently, Amazon have made this a requirement to sell on their marketplaces.

Offer a great returns service and it will protect your reputation.
 
Kidsonworks — Freelance e-commerce and marketplace consultant based in the UK, specialising in e-business management which includes e-commerce site management and marketplace management such as eBay and Amazon. Domestically and internationally.