Translating a website or product text is one thing, but internationalizing a webshop involves much more than just the translation. What do you have to take into account? How are things arranged in other countries? And what do consumers actually want? In this article we look at a number of developments and we give some tips for an international webshop.
Is it possible to get something abroad?
The e-commerce market is still growing strongly every year, but the cross-border e-commerce market is growing even faster. For consumers, it is becoming less and less important where the product comes from. Ordering – also across borders – is becoming easier and more user-friendly. In 2021, the cross-border e-commerce market in Europe was worth more than 171 billion euros. This is an increase of 17 percent compared to a year earlier. Together, European web stores achieved a cross-border turnover of 100 billion euros. This is evident from the most recent study by Cross-Border Commerce Europe.
Dutch orders across the border
Dutch online consumers spend an average of seventeen euros more abroad than foreigners in our country. While the Dutch are increasingly buying abroad, the number of foreign buyers at Dutch web shops is disappointing. Dutch people who order abroad do so most often in Germany, followed by France, the United States, Belgium and Great Britain. This is apparent from the Thuiswinkel Market Monitor Q1 2022 of Thuiswinkel.org.
Tips for an international webshop
As mentioned, there is more to it than just translating texts if you also want to roll out your webshop in other countries. Below are a number of important points to consider, which are discussed further in this white paper: “10 practical tips for cross border e-commerce”.
Research, test, measure
The most important – or at least most frequently mentioned – tip is to collect a lot of information by researching the target group and testing a lot in practice. Determine in which countries you want to sell your products. Do extensive research and use market figures such as growth rates, internet use, the number of online shoppers and how much consumers spend on average. Also, don’t forget to take a close look at your future competition! Make sure you have a good overview of the situation in different markets.
Research is not only advisable before a new introduction. Testing is also necessary if you want to change things in the offer, market approach or campaigns in the meantime. But always keep an eye on averages. Just because an ad campaign runs poorly for a week, doesn’t mean it should be discontinued. Over a longer period of time there may well be an upward trend.
Start with marketplaces
Marketplaces are becoming increasingly important in cross border e-commerce. Marketplaces provide a quick opportunity to have a presence in a foreign market without having to invest too much time or money. Marketplaces allow you to position your products in new markets, familiarize yourself with the trends and habits of the target countries, and test the offerings while mitigating risks. Even with occasional high delivery costs, this remains a profitable option as it allows retailers to learn the market before committing to developing their business there.
Professional translation or localization
One of the biggest mistakes you can make is assuming everyone speaks English. Give your customers the best possible experience by providing information in their language. Translating a webshop means that the texts are converted word-for-word into another language. A good inventory is half the battle. Localization goes much further. The content and other elements of the webshop are adapted to the preferences of a specific target group. Localization of product names and descriptions is often better for your sales than a literal translation of words.
There are several options for making your website multilingual. There are multi-language plugins that allow you to add the content of your website in multiple languages. With a multisite or multishop solution you can create unlimited new websites on one installation. You actually manage multiple websites from 1 central location. You can link the multisite to different countries and languages. Advantages of a multisite solution include better geotargeting, content is easier to separate and different settings per webshop.
Give your brand(s) time
You may have a lot of name recognition in the Netherlands. However, this does not guarantee successful sales abroad. Give your efforts time and build the brand awareness of your brand(s) abroad. Consider using (local) influencers for a brand awareness campaign. The more potential customers abroad recognize you, the more familiar they become with your brand(s). Success abroad involves testing effort and giving it time. Jumping to conclusions doesn’t make any business better.
More success abroad?
Doing business across borders online. For many entrepreneurs a wish, but also a fear. Because what do you have to take into account? How do you get well prepared? And what can be learned from entrepreneurs who have already taken the step?
Yes, send me the whitepaper
Downloaded 200x already!
Cross the border too!
It may seem like a big step to go international with your webshop. With a professional webshop platform such as Logic4 you already have a solid foundation. Also check out the cross border checklist on Thuiswinkel.org for helpful information.
[Fotocredits – ipopba © Adobe Stock]
