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Want to sell products internationally? Start by asking these key questions.

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Maybe you’ve found yourself shipping more orders overseas? Perhaps you’ve been contemplating selling internationally or simply want to learn more about global ecommerce, which is projected to be worth&nbsp;<a href="https://www.emarketer.com/content/global-ecommerce-forecast-2021#page-deck" rel="noopener noreferrer" target="_blank">$7.82 trillion this year</a>.Whatever industry you’re in and whatever the size of your business, scaling beyond your borders is a big step. International expansion offers the promise of new customers, new markets, and revenue growth. However, without proper research and preparation it’s also fraught with potential pitfalls.Major risks include legal and regulatory surprises, language barriers, logistic and customer-service issues, brand-reputation damage and, of course, financial loss.So, how do you know if your business is ready to scale overseas and start&nbsp;selling products internationally?&nbsp;Begin by asking the right questions.<h2>1. Which market(s) will you expand into?</h2>Knowing who – and where – your customers are is an integral first step in any viable growth strategy. Many businesses make the mistake of arbitrarily choosing which countries to tackle first, says Cynthia Dearin, the author of<a href="https://dearinassociates.com/business-beyond-borders-take-your-company-global/" rel="noopener noreferrer" target="_blank"> Business Beyond Borders: Take Your Company Global.</a>She has seen businesses expand into new markets on the basis of receiving a few orders from that market or being approached at a trade show by a buyer from a particular country; “Or they’ve heard there was potential in a market, or they know someone else expanded there,” Dearin explains.&nbsp;“Those are really bad ways to do it,” she says, adding that businesses should select new markets in which to&nbsp;sell products internationally&nbsp;on the basis of data. “Finding the right marketplace requires consideration of the opportunities, risk, and profit potential in each region - without data, you can’t accurately weigh these things up.”

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"Without data, you can’t accurately weigh up the risks and benefits."

If you have the budget, consider commissioning research through an agency or law firm specialising in international business to determine which markets represent the biggest opportunities for&nbsp;selling products internationally. Alternatively, do your own research – read media coverage, periodicals and reports – to investigate overseas markets, industries and potential competitors.Simon Slade, the managing director of<a href="https://www.doubledotmedia.com/" rel="noopener noreferrer" target="_blank"> Doubledot Media</a> and CEO of global eCommerce logistics platform<a href="https://www.salehoo.com/" rel="noopener noreferrer" target="_blank"> Salehoo</a>, suggests drawing up a list of potential export countries – starting with those that are most similar to your own.“If the data supports it, begin with markets with similar cultural and language barriers to your current [country that are] easy to access initially, such as Australia to New Zealand or the United States to Canada. Having low-level regulations, no tariff or low tariffs and easy shipping access will help with timeframes and logistics in those initial phases of global growth,” he says.

"Begin with markets with similar cultural and language barriers to your current country."

Leading global self-tan brand<a href="https://bondisands.com.au/" rel="noopener noreferrer" target="_blank"> Bondi Sands</a> adopted exactly this strategy when expanding from Australia into overseas markets.“In 2015 we believed synergies in the UK and Australia, together with Brits’ love of self-tan, made it a natural choice for our first venture into overseas markets,” says Jacob Muraca, Bondi Sands’ chief financial officer.“Fast forward two years and we quickly became the number one self-tan brand in the UK. Once established there, we were ready to move onto the US.”<h2>2. Is there ‘product fit’ in the markets you want to sell into?</h2>‘Product fit’ is another way of describing market demand for your product. For example, there may not be product fit for thermal clothing in a tropical country like Fiji.The key is to thoroughly research each new prospective market, and then identify your ideal target customer there before you try&nbsp;selling products internationally.“You need to figure out the demographics, psychographics and behavioural habits of your [new] target market,” says Dearin. “What are their challenges and goals? What are their desires? We often rush to assume the customer in Japan approaches our product the same way the customer in the US approaches it - but [this is often] not the case.

"Figure out the behavioral habits of your new target market.”

“One of my favourite examples is an Australian brand that made reef shoes using very soft rubber. They assumed their customers would only be in coastal areas for this niche product, but found they had a large Asian customer base who were buying them to wear as slippers around their homes – nowhere near the coast.”&nbsp;You may also need to review aspects such as messaging and brand colours. For example, different images or colours can mean different things in different cultures; in many western countries, orange is a peaceful, happy colour; in Northern Ireland it tends to be associated with the sectarian conflict in the region.The ultimate way to determine customers’ appetite for your product? Ask them. “You have to take the time to talk to prospective customers,” says Dearin, who explains that this can be done with focus groups, questionnaires, emails and social media polls.Slade adds that running paid advertising campaigns on social media is a low-cost way to test a new marketplace. He suggests creating campaigns featuring your bestselling products and targeting the ads towards audiences that are comparable to your existing customers – and then compare the conversion rates between the two.“Is [the rate] matching your current conversion rate? Run multiple tests with different products and different audiences, to help narrow down your further research.”<h2>3. Will you sell direct to consumer (DTC) or through a third party?</h2>When it comes to putting your product in the hands of customers abroad, you can choose to sell <a href="https://www.afterpay.com/en-AU/business/access/success-stories/how-lskd-went-direct-to-consumer" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">direct to consumer</a> (DTC) – through your ecommerce platform or through<a href="https://www.afterpay.com/en-AU/cross-border-trade" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">&nbsp;Afterpay’s Cross-Border Trade</a>&nbsp;program – or via a third party such as a wholesaler or retailer who stocks your product and deals with the consumer.Each option has pros and cons. Slade advises considering “how both options align with the overall vision and mission of your business”.&nbsp;<h2>DTC</h2>Pros:<ul><li>More control over your customer lifecycle; from marketing, quality assurance, customer service and support, plus any returns or exchanges</li><li>You manage your brand representation; it won’t be diluted or sold directly next to competitors</li><li>You can decide if/when you want to offer promotions and online sales</li><li>All profits go directly to your business, as there are no ‘middlemen’</li></ul>Cons:<ul><li>More time and internal resources required to manage customer lifecycle from start to finish</li><li>May be more costs required to establish your own ecommerce platform or store (unless you use Afterpay’s Cross-Border Trade program)</li><li>Investment – in terms of time and resources – to build a customer base in a new market</li></ul><h2>Wholesale</h2>Pros:<ul><li>Easier to get wider reach as your wholesale partners already have established networks</li><li>No need to create a local ecommerce presence or deal with new currencies or regulations</li><li>Retail partners will provide on-ground customer service in your local market</li><li>Lower risk and investment than starting from scratch with <a href="https://www.afterpay.com/en-AU/business/access/success-stories/how-lskd-went-direct-to-consumer" rel="noopener noreferrer" target="_blank">DTC</a></li></ul>Cons:<ul><li>Sacrificing control and visibility of customer lifecycle</li><li>Requires internal resources to maintain brand guidelines and uphold consistency</li><li>Smaller profit margins as the wholesalers will take a cut</li></ul><h2>&nbsp;4. How will you ship your product?</h2>International shipping can be expensive, so it’s important to thoroughly investigate shipping costs before you start&nbsp;selling products globally.There are several main ways to distribute products that you sell internationally (if you are selling direct to the consumer); businesses can ship items themselves from their country of origin; operate warehouses in key locations around the world, or engage a third-party logistics company (3PL) to manage the shipping and delivery process.Ultimately, your shipping strategy will come down to your product and cost. Are you shipping bulky, heavy goods such as refrigerators? Or lightweight items such as mascara?&nbsp;Slade adds that it’s also important to consider customer expectations around delivery times.Whatever approach you take to shipping, ensure you’re transparent with your buyer about expected delivery times and costs.Find out more about shipping overseas in this dedicated <a href="https://www.afterpay.com/en-AU/business/access/international-commerce/shipping-internationally" rel="noopener noreferrer" target="_blank">guide</a>.<h2>5. How will you collect payment from your overseas customers?</h2>Coordinating currencies, payment systems and language barriers can be complex, but when it comes to collecting money, the best thing you can do is keep it simple.“Make it as easy as possible for customers to buy from you using a payment method they’re comfortable with,” advises Dearin, who suggests considering the cultural norms of the markets you’re expanding into. “In China, for example, [consumers] pay via their phone for everything and [free messaging app]<a href="https://www.wechat.com/" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">&nbsp;WeChat</a>&nbsp;is huge over there.”

“Make it easy for customers to buy from you using a method they’re comfortable with."

One way to avoid the complexities of international payments and currencies is to sell with<a href="https://www.afterpay.com/en-AU/cross-border-trade" rel="noopener noreferrer" target="_blank"> Afterpay’s Cross Border Trade</a> program. This allows customers in foreign markets to shop with you and pay with Afterpay (or Clearpay in the UK) in their own currency, while you the merchant are paid in your local currency.<h2>5. How will you market your products overseas?</h2>It’s one thing to make your products available to customers globally, but you’ll need a marketing plan to ensure new international audiences are aware of them.Before you expand, it’s important to consider how you will promote your brand – and remember that marketing channels that are popular in your home country may not be relevant overseas. For example, Meta-owned Facebook and Instagram are blocked in China.&nbsp;Even when marketing channels are similar between countries, differences in languages and time zones can complicate advertising plans.Some options to consider include investing in a local public relations specialist, engaging a global social-media agency, working directly with influencers, or reaching out to local media sources.<a href="https://www.afterpay.com/en-AU/business/access/international-commerce/international-marketing" rel="noopener noreferrer" target="_blank">Discover more information about creating a global marketing plan.</a><h2>6. How will you approach customer service?</h2>One of the challenges of expanding overseas is fielding buyer queries in a range of time zones. Before you launch into a new international market, consider how you will respond to customers (and in what timeframe) if you don’t have a customer service team on the ground.Options include:<ul><li>A chatbot</li><li>An online customer service <a href="https://www.afterpay.com/en-AU/business/access/customer-service/seek-customer-feedback" rel="noopener noreferrer" target="_blank">feedback</a> form</li><li>Real-time translation tools to translate customer messages</li><li>Skype numbers that dial back to homebase with a country code</li><li>A 24/7 customer support team</li></ul>If your operation and global customer base is small, a dedicated customer support team in each new international market may be unjustified.

“Building a strong team with local knowledge is crucial.”&nbsp;

However, as your business grows, adequate customer support resources are important. “Building a strong team with local knowledge across all facets of the business is the most crucial aspect of succeeding in international expansion,” says Muraca, who adds that “just because these team members are sitting on the other side of the world, you still need to ensure culture is strong, [that] they believe in the core values of the company, and they feel part of the wider team.”<h2>8. Lastly, are there any international regulations that affect your product?</h2>Expanding your business internationally requires complying with local tax laws, regulations, and customs requirements – all of which differ from country to country.Overlooking these obligations – or taking shortcuts – could result in unhappy customers failing to receive products, legal action or major financial loss.One way to identify any regulatory requirements is to search local government websites. However, if you’re expanding on a significant scale, Dearin recommends seeking professional advice. “You can start with Google but if you’re serious about it, a good lawyer with connections in the overseas market or a lawyer on the ground in the market you’re targeting would be best,” she explains. “The last thing you want is to be on a Zoom call where nobody is understanding each other and doesn’t know how the legal structure works.”

“You need to be really patient."

Dearin’s final piece of advice for businesses contemplating selling internationally?“You need to be really patient, and not expect it’s going to happen miraculously overnight. Be really clear on why you’re expanding, do your research and always stand in the other person’s shoes.”The<a href="https://www.afterpay.com/en-AU/cross-border-trade" rel="noopener noreferrer" target="_blank" style="color: rgb(34, 34, 34); background-color: transparent;"> </a><a href="https://www.afterpay.com/en-AU/cross-border-trade" rel="noopener noreferrer" target="_blank" style="color: rgb(17, 85, 204); background-color: transparent;">Afterpay Cross Border Trade program</a> enables your business to trade online with millions of Canada, UK and NZ Afterpay Group shoppers. Find out more and sign up<a href="https://www.afterpay.com/en-AU/cross-border-trade" rel="noopener noreferrer" target="_blank" style="color: rgb(34, 34, 34); background-color: transparent;"> </a><a href="https://www.afterpay.com/en-AU/cross-border-trade" rel="noopener noreferrer" target="_blank" style="color: rgb(17, 85, 204); background-color: transparent;">here</a>.

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Wondering how to sell products internationally? Here's everything you need to know and questions to ask yourself before selling products overseas. 

How to sell products internationally: 8 Questions 8 questions to consider first

8 questions to ask yourself before selling products internationally

8 Questions to ask yourself before selling products overseas AU

Ready to go global? Follow these six steps to shipping your products overseas without blowing your budget.

There are lots of upsides to running an eCommerce business – especially right now. Today, eCommerce is booming, and it’s expected that 3.8 billion people will be shopping online by 2023.Many of those shoppers will be buying products from overseas – and this is another benefit to running an online business: a bigger pool of potential customers.But if you’re considering selling your products globally, you’ll need to think about international shipping.&nbsp;&nbsp;Small business coach<a href="https://www.relauncher.com.au/" rel="noopener noreferrer" target="_blank"> Alison Morgan</a> has helped a number of businesses <a href="https://www.afterpay.com/en-AU/business/access/international-commerce/selling-internationally" rel="noopener noreferrer" target="_blank">expand internationally</a>, and says that once you’ve decided which countries to focus on, it’s worthwhile asking yourself a few key questions:&nbsp;&nbsp;&nbsp;<h2>Which products can you ship?</h2>For example, any breakable products will need extra care and will incur extra shipping costs, so smaller, sturdier products tend to work best for international shipping.Will shipping overseas create problems that your business isn’t ready to handle?For example, do you have enough staff to research the international shipping process and handle the extra traffic and strain on your supply chain? Do you have enough product to sustain new demand?&nbsp;<h2>Will any products need repackaging or adapting?</h2>For example, if your products feature plugs, you may need to change the adaptor plugs and be aware of voltage differences.

"It’s important to think strategically for growth."

These initial questions will help form your growth strategy for expanding internationally. That strategy should cover all aspects of international shipping, including:·&nbsp;Shipping restrictions·&nbsp;Shipping carrier and costs·&nbsp;Customer shipping (and returns) policy·&nbsp;Fulfilment·&nbsp;Any additional duties and taxes“It’s not uncommon for businesses to want to expand overseas before they are ready,” she cautions. “So, it’s important to think strategically for growth. Make sure it’s not your ego wanting to expand overseas, and that it’s a smart strategic move forwards for you and the business.”<h2>STEP 1: Check country regulations</h2>Before you ship a single package, check the regulations of the country to which you are sending it.There may be restrictions or red flags relating to the materials your products contain, their use, or the quantity you’re permitted to ship. For example, if you’re shipping to the United States from Australia, you are not permitted to send animal products, including honey.A good resource is the<a href="https://auspost.com.au/business/shipping/check-sending-guidelines/international-post-guide" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">&nbsp;Australia Post International Guide</a>, where you can search and view up-to-date restrictions by country, and the Australian Border Force guide, “<a href="https://www.abf.gov.au/importing-exporting-and-manufacturing/exporting/how-to-export/overview" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">How to Export</a>”.&nbsp;&nbsp;&nbsp;You can also visit the individual government websites of the country to which you are shipping, to check for any prohibited items or items labelled as “dangerous goods” in that region. For example, if you’d like to ship to New Zealand, their<a href="https://www.customs.govt.nz/business/import/import-prohibited-and-restricted-imports/prohibitions-and-restrictions/" rel="noopener noreferrer" target="_blank"> government website</a> clearly states their regulations and restrictions, or if you are interested in shipping to Germany, their<a href="https://www.zoll.de/EN/Businesses/Movement-of-goods/Mail-Internet/postal_consignments_internet_order_node.html" rel="noopener noreferrer" target="_blank"> government website</a> has a section on shipping goods from within the EU as well as outside the EU. Often your shipping carrier can provide further assistance if you are finding this challenging.&nbsp;&nbsp;<h2>STEP 2: Choose a shipping carrier</h2>There are a variety of international shipping options to choose – from your local in-country post company to larger global organisations such as FedX, DHL and Sendle. There are also a variety of medium-sized carriers that specialise in specific regions, such as<a href="https://www.yodel.co.uk/" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">&nbsp;Yodel</a>&nbsp;in the UK, and<a href="https://www.packsend.com.au/" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">&nbsp;PackSend</a>&nbsp;in Australia. Or<a href="https://www.myus.com/where-we-ship/australia/" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">&nbsp;MyUS</a>&nbsp;which specifically ships from the UK and the US to Australia.It may serve you better to work with a variety of shipment partners for different products or regions; perhaps one shipping partner has competitive costs for shipping to the UK, but their prices for the US are more expensive than competitors. You may want to partner with one company for a specific region, and another for separate destinations, so that your prices are more competitive.Aside from cost, some of the qualities to look for in an international shipping carrier include:Their range of servicesFor example, can they plug in or connect directly to your website? Do they offer quality customer service and do they provide end-to-end tracking notifications for delivery?Real-time trackingIncreasingly, customers want to track the progress of their goods. In the US in 2019,<a href="https://www.dropoff.com/" rel="noopener noreferrer" target="_blank"> Dropoff</a> courier services reported that 85 per cent of consumers will buy from a retailer again if they can track their purchases throughout the delivery process.The shipping carrier type (overland, sea or air)Some products are more suitable for particular types of travel. For example, shipping via sea can be cost-efficient but slow and unsuitable for perishable goods, whereas some products, such as fireworks, pesticides and aerosol cans can’t be sent by air.Their company valuesIf you are a business that prioritises <a href="https://www.afterpay.com/en-AU/business/access/exploring-sustainability/small-business-sustainability" rel="noopener noreferrer" target="_blank">sustainability</a>, you may want to partner with a carrier company that limits the environmental impact.Their ratings and reviewsCheck reviews from other small businesses – and customers, too.<h2>STEP 3: Calculate shipping costs&nbsp;&nbsp;</h2>A<a href="https://baymard.com/lists/cart-abandonment-rate" rel="noopener noreferrer" target="_blank"> recent study</a> found that 48 per cent of consumers who abandoned their shopping cart did so because the cost of shipping was too high. So, reducing that cost is good business.When you are calculating the total cost of shipping, include any packaging costs (including labels and tape), courier costs to collect the package, extra import/export fees, duties and levies you might be charged and, of course, cost of labour. To reduce those costs, look at reducing the weight and size of the box and try offering a range of carriers with different shipping times.Calculating shipping costs also means researching duties and taxes. Many countries have enforced “De Minimus” values, which is the threshold at which you must start paying duty tax. For example, in Australia, that value is $1000AUD, and in the US it’s $800USD. Check De Minimis in the country you are shipping to with<a href="https://global-express.org/assets/files/Customs%20Committee/de-minimis/GEA%20overview%20on%20de%20minimis_9%20March%202018.pdf" rel="noopener noreferrer" target="_blank"> this table</a> created by the Global Express Association.<h2>STEP 4: Setting your customer shipping policy</h2>Once you know your shipping costs, you’ll need to decide upon your customer-facing shipping policy. This will also need to align with the customer service offered from the shipping partner you choose. Some questions to ask are:Will you offer “free shipping” or flat-rate shipping? According to<a href="https://www.digitalcommerce360.com/2019/08/28/only-17-5-of-online-retailers-offer-free-shipping/" rel="noopener noreferrer" target="_blank"> Digital Commerce</a>, 17.5 per cent of online retailers offer free shipping on all orders, and 65.4 per cent offer free shipping at least some of the time. For free shipping, the costs will need to be absorbed into your product pricing, so consider if this will make it a less attractive offer compared to your competitors? For flat-rate shipping, will that make your shipping prices seem high compared to competitors in some regions?Could you offer a range of shipping fees? For example, some companies offer free shipping for standard shipping timings, but then charge for expedited delivery. You may also need to use two different shipping carriers for this, as not all carriers offer express postage timings.How will you handle returns?&nbsp;Returns are an increasingly big issue for eCommerce businesses, especially in fashion, and you will need to clearly set out your policy on your website. Be aware that some countries have regulations about returns policies, for example in the European Union, you must accept a return in 14 days, whereas in Australia there isn’t an official time limit. For more information on this, UPS has a good shipping and regulations<a href="https://wwwapps.ups.com/tradeability/?loc=en_US" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">&nbsp;online tool</a>.<h2>STEP 5: Sourcing fulfilment partners</h2>Another option to consider, either to save money or time, is sourcing a fulfilment partner in the country you are shipping to. A fulfilment partner is a third-party logistics provider who can handle your inventory for you, manage order processing and then also take care of shipping and delivery.This can be especially time- and money-saving if your products come from another destination (for example, China) as they can be directly delivered to your fulfilment partner instead of being double handled.This option can also reduce shipping times for the consumer as goods have less distance to travel. Most fulfilment partners will integrate seamlessly with your website and take care of everything from the moment of sale onwards (including in most cases, returns).Recommendations and reviews, pricing, customer service strategies and the ability to offer inventory management infrastructure are all aspects to consider when choosing the right partner for your business and the region you are expanding into.&nbsp;&nbsp;<h2>STEP 6: Research product labels&nbsp;</h2>When shipping internationally, you may need to create new labels for your products.&nbsp;For example, if you’re shipping consumables, you might have to add specific ingredient or nutritional advice to your labels for certain countries. Or perhaps your product is called something different in another country. For example, napkins (Australia) are called serviettes in the UK, or soda (US) is often called fizzy drink in the UK, and soft drink in Australia.This may make creating new labels a necessity, and while this doesn’t directly link to shipping costs, it will add additional costs to international orders – which will need to be factored into the overall product or shipping pricing.

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Six steps to shipping your products overseas without blowing your budget. 

Shipping internationally may come with its own challenges on top of unforeseen costs. Read top secrets to shipping overseas - without blowing your budget!

Shipping internationally: Secrets to shipping overseas

Shipping Internationally: Secrets to shipping overseas without blowing your budget

Shipping Internationally: Secrets to shipping overseas without blowing your budget AU

Thinking about expanding beyond your borders? Real business owners share their advice.

Taking a business ‘global’ sounds exciting and profitable, but it can also be challenging, costly and slow. Fortunately, if you’re considering global expansion for your brand, there are plenty of entrepreneurs who have paved the way.&nbsp;We spoke to six founders who have used&nbsp;global expansion to&nbsp;take their businesses from start-ups to international success stories to uncover their tips for strategy, growth, expansion and global markets.<h2>“Launching into a new market is like starting a new business”</h2>Australian protein-ball brand Bounce launched into global markets in 2007It was in 2004 that former business coach and personal trainer Paula Hannagan started selling natural protein balls from her garage in an Australian coastal town. She and her husband Andy pioneered a new category of “protein ball”, established&nbsp;<a href="https://bouncefoods.com.au/" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">Bounce</a>, and within a few years launched in the UK, before expanding international business to Canada in 2011, and the US in 2014.Today the brand sells one protein ball every 1.9 seconds - and sales from&nbsp;their international expansion&nbsp;have been vital to that success. However, Hannagan says that while global e-commerce is exciting, entering new markets and undertaking a global expansion strategy can be a huge resource challenge. “<a href="https://www.afterpay.com/en-AU/business/access/international-commerce/selling-internationally" rel="noopener noreferrer" target="_blank">Launching into a new market</a> is equivalent to starting a new business,” she says now. “[It] can be extremely costly.”Those costs can include overseas freight, brokerage fees, product listing fees, tailored marketing and strategy planning,&nbsp;and any packaging regulation assessments to align with each country's unique requirements.

"Account for the fact that launching into a new market will be extremely costly.”

“Make sure you account for this in your <a href="https://www.afterpay.com/en-AU/business/access/boosting-profitability/cashflow-management-tools" rel="noopener noreferrer" target="_blank">cash flow</a> tools, as you don't want working capital to be diverted away from your key market,” she advises.Hannagan also recommends enlisting specialist brokers or export-market specialists and seeking strategy advice from business owners who have already expanded overseas and are experienced with regulation and other common expansion pains.&nbsp;To help offset the costs, she suggests seeking <a href="https://www.afterpay.com/en-AU/business/access/boosting-profitability/small-business-grants" rel="noopener noreferrer" target="_blank">government grants</a> and support for small businesses moving into new markets. “We've utilised these initiatives in the past to help us understand the competitive retail landscape, and to inform our export business strategy.”<h2>“Always localise – whether that’s language, influencers, or compliance”</h2><a href="https://www.afterpay.com/en-AU/business/access/success-stories/bondi-sands-influencer-strategy" rel="noopener noreferrer" target="_blank">Bondi Sands</a> launched into the US in 2019. Here’s what the founders learnedWhen self-tanning entrepreneur Blair James co-founded <a href="https://bondisands.com/" rel="noopener noreferrer" target="_blank">Bondi Sands</a> in 2012 the brand had just four products. Today, the self-tanning empire includes 100 products and is stocked in 30,000 retailers globally across four market categories.Looking back, James says the brand made “plenty of mistakes” during its&nbsp;global expansion growth journey, many stemming from international compliance issues or a failure to adequately localise marketing messages.

"We had to rework and relabel every bottle – which was a costly exercise.”

“We had an instance with a wash-off tan in the US in the early days, where our ingredient list only called out the pigment, not the colour, as we do in Australia. However, in the US, this meant all our stock got held by the FDA [US Food and Drug Administration] and couldn’t be supplied to retailers. We had to rework and relabel every bottle – [which was] a costly exercise.”James’ advice is to reach out to a compliance agency in any new country you're looking to and work international requirements into your strategy from the outset. “They can help you intimately understand ingredients and labelling requirements, particularly for the UK and EU markets, which update frequently.”But that’s not the only nuance brands need to appreciate in planning growth expansion to international markets. “Other things to consider are category understanding and language. We’re fortunate that <a href="https://www.afterpay.com/en-AU/business/access/success-stories/bondi-sands-influencer-strategy" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">Bondi Sands </a>has a simple message – selling the Australian lifestyle – which allows us to be efficient with our marketing and storytelling. But in the US for example, we’ve had to simplify our message, as their understanding of self-tanning is less developed than in Australia and the UK."

"When working with influencers keep the brief tight, so you get the output you want.”

Lastly, James warns that engaging influencers in foreign markets can be risky. When Bondi Sands launched into the UK, they worked instead with Australian influencers who had large followings in the UK to overcome any local market risks, such as Tammy Hembrow and Steph Claire Smith. Today, James says, “I’d recommend going through a reputable agent to keep the brief tight, so you get the output you want.”<h2>“Be transparent with shipping costs”</h2>Canine accessories brand <a href="https://www.clearpay.co.uk/en-GB/for-retailers/access/success-stories/bullybillows-founder-on-social-media-strategy" rel="noopener noreferrer" target="_blank">Bully Billows</a> has found success from abroad, with one third of online customers coming from outside its base in the UK.<a href="https://www.bullybillows.com/" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">Bully Billows</a>&nbsp;specialises in high-quality harnesses, collars and leads, and although the brand is based in the UK, it didn’t take long for overseas dog lovers to discover its products and international expansion to become the natural next step in its growth.“We started selling internationally from the get-go,” says co-founder Anthony Koumi. “It started very organically without paid advertisement.”Today, one in three online sales is a global customer, with the US and Europe the biggest markets. Kuomi says that when it comes to making the decision to expand&nbsp;globally and&nbsp;sell overseas, it’s crucial to be very transparent with customers about delivery and returns processes “to save any surprises to the customer”.

“We started selling internationally from the get-go."

He recommends partnering with local shipping and delivery carriers. “For example, FedEx is vastly trusted in the States,” says Koumi, who has learned that many US customers would prefer to pay a premium in order to have the entire order fulfilled by FedEx. “This is the same in Europe, [where]<a href="https://www.dpd.com/group/en/" rel="noopener noreferrer" target="_blank"> DPD</a> [Europe’s largest delivery group] is so trusted.” <a href="https://www.clearpay.co.uk/en-GB/for-retailers/access/success-stories/bullybillows-founder-on-social-media-strategy" rel="noopener noreferrer" target="_blank">Bully Billows </a>also offers cheaper delivery options, too.<h2>“Make customer service a priority”</h2>Since launching in New Zealand three years ago, natural skincare brand <a href="https://www.afterpay.com/en-AU/business/access/exploring-sustainability/emma-lewisham-interview" rel="noopener noreferrer" target="_blank">Emma Lewisham</a> has successfully entered the Australian and US markets.Global expansion&nbsp;was a straightforward decision for natural New Zealand beauty brand&nbsp;<a href="https://emmalewisham.com.au/?gclid=Cj0KCQjwqPGUBhDwARIsANNwjV6TFtBf-qLad8IAojFJ9lFZMQ72p48FeUlinJw4_szJVevz1rotRQgaAl7XEALw_wcB" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">Emma Lewisham</a>.“Within our first year of business, we were seeing strong return customers on www.emmalewisham.com from global markets such as Australia, the UK and the US,” recalls beauty founder Emma Lewisham. “[That] informed our decision to expand.”Since then, the brand has seen 230 per cent year-on-year growth in Australia, while globally, the US is now its third-biggest market.Lewisham credits this&nbsp;global expansion&nbsp;success to the brand’s&nbsp;circular beauty values and products but adds that heavily researched market strategy before expanding to international markets has helped inform key decisions and make customer service a core business priority.

“We pride ourselves on being incredibly responsive on Instagram and email."

“We pride ourselves on being incredibly responsive from a customer service standpoint. We receive a lot of product queries through both email and Instagram direct messaging which we check hourly and respond to within 24 hours, although typically much sooner. We also have a live chat function on our website.”The founder of <a href="https://www.afterpay.com/en-AU/business/access/exploring-sustainability/emma-lewisham-interview" rel="noopener noreferrer" target="_blank" style="font-size: 20px;">Emma Lewisham</a> also recommends having a brand representative on the ground in key international business markets to oversee the expansion, “both to support retailers and engage with other partners and local activations”.<h2>“I should have signed up to Clearpay earlier!”&nbsp;</h2>UK makeup brand <a href="https://www.clearpay.co.uk/en-GB/for-retailers/access/success-stories/glisten-natalie-chapple" rel="noopener noreferrer" target="_blank">Glisten</a> has offered global sales since the day it launched.<a href="https://www.glistencosmetics.com/" rel="noopener noreferrer" target="_blank">Glisten Cosmetics</a> founder Natalie Chapple originally launched her cosmetic glitter business as a side-hustle to help cover the costs of childcare. But Glisten quickly took off and evolved into a makeup business, with her eyeliners and eyeshadows as popular abroad as they are in the UK.Today, 85 per cent of Chapple’s business comprises global sales, and her biggest market is the US. Her top tips?“Keep shipping costs more affordable. I’ve always had a ‘standard’ shipping [fee], which doesn’t get tracked but I can offer it for free [for orders] over £30.”

“Keep shipping costs affordable.”

Offering currency conversion also removes friction, as does Clearpay (known as Afterpay in Australia). Today, approximately 5-7 per cent of <a href="https://www.clearpay.co.uk/en-GB/for-retailers/access/success-stories/glisten-natalie-chapple" rel="noopener noreferrer" target="_blank">Glisten</a> sales are made using Clearpay's Cross Border Trade program (akin to <a href="https://www.afterpay.com/en-AU/cross-border-trade" rel="noopener noreferrer" target="_blank">Afterpay's Cross Border Trade program</a>) which allows customers to purchase products in their own currency and pay in instalments – and sees merchants paid, upfront, in their own currency.Today, Chapple says her biggest mistake was not signing up to Clearpay earlier or seeing it as an essential resource to her business's global expansion strategy. “I was stupidly sceptical, and I should have just jumped on it. Being able to offer this sort of payment method abroad has helped me keep my international customers. It used to be hard to explain that my ‘buy now pay later’ scheme was only for my country - customers never understood why I couldn't offer it worldwide. So it makes for an easier conversion.”<h2>​​“Keep it simple to start with”</h2>US stationery business <a href="https://www.afterpay.com/en-US/for-retailers/access/success-stories/cloth-and-paper-ashley-reynolds-interview" rel="noopener noreferrer" target="_blank">Cloth &amp; Paper</a> has shipped around the world since 2015.Ashley Reynolds launched her stationery business in 2015 after she was unable to find a daily planner that suited her sleek, androgynous style. Today the North Carolina brand has 45 staff and was recently ranked in Inc.com’s 5000 fastest-growing companies.Chief operating officer Ryan Reynolds says <a href="https://clothandpaper.com/" rel="noopener noreferrer" target="_blank">Cloth &amp; Paper</a> started selling internationally soon after its launch. “Although we have shipped to nearly every country possible, our primary markets are Canada, the UK and Australia, along with most of Western Europe.”His number one tip? “When starting off, keep it simple.” Today, <a href="https://www.afterpay.com/en-US/for-retailers/access/success-stories/cloth-and-paper-ashley-reynolds-interview" rel="noopener noreferrer" target="_blank">Cloth &amp; Paper</a> ships with a consolidator (APC), which works with a number of carriers to provide door-to-door service. However, when the brand started shipping they simply used UPS.

“The rules here have changed a lot in the past few years."

Reynolds also recommends offering clear advice around customs costs. “The rules here have changed a lot in the past few years. Again, make it easy on yourself to start. We’ve found most customers who purchase internationally have a decent understanding of what customs fees they will be expected to pay when the product arrives, but providing as much information as you can ahead of time will help to eliminate any bad experiences,” he says.“For countries where you can avoid having to get involved with the customs process, just let the customer handle it, and then once you become more comfortable, you can work to improve that part of the customer experience.”&nbsp;<h2>“Ensure global staff feel like they’re part of your business”</h2>Serial fashion entrepreneur Jodhi Meares launched activewear brand The Upside in 2013, before expanding overseas three years later.&nbsp;“I always wanted<a href="https://www.theupside.com.au/" rel="noopener noreferrer" target="_blank"> THE UPSIDE﻿</a> to be a global brand,” says founder Jodhi Meares. “That’s how I pictured it from the outset, and it’s why we were able to launch in the US and UK [just] one year after Australia.”Today the brand, which is known for its printed leggings and logo tanks, is stocked by more than 250 retailers around the world.Meares believes having a global expansion strategy and international outlook from conception made all the difference to their rapid growth – along with building the right team and then investing in them.&nbsp;&nbsp;“We currently have 40 staff and growing,” says Meares. “When you hire overseas staff, don’t rush, leverage your networks, and once you find the right person, you need to go to additional lengths to make them feel part of the business.”

“Working from afar is a challenge, so you need to build genuine connections."

She adds, “Working from afar is a challenge, so you need to build genuine connections and work hard to make them always feel part of the broader team and business. [Frequent] personal contact – which has been harder these past few years – and regular phone and Zoom calls to ensure we understand their needs and support them where we can. Another thing is to be respectful of them and their time – especially when navigating time zones.”<h2>“Consider a freight broker and try to be on the ground”</h2>Australian health-food entrepreneur Keira Rumble established Krumbled Foods, which specialises in edible collagen snack bars, in 2019. Two years later, the brand launched in the UK and New Zealand.When Keira Rumble secured UK retail health chain Holland &amp; Barrett as a distributor, she had just four weeks to register her business in the UK, airfreight stock from Australia, and pull together a marketing plan.A day before<a href="https://krumbledfoods.com/" rel="noopener noreferrer" target="_blank"> Krumbled</a>’s official UK launch – in the middle of the pandemic – she went into premature labour with her son.

“As a small business, you need to be able to adapt."

“As a small business, you need to be able to adapt,” she reflects, adding that it wasn’t until several months later that she was able to fly to London to officially launch the business and meet with retailers and press. “The limitations on me being able to physically enter the country given the pandemic significantly impacted the immediate success [of the launch].”Rumble admits that international expansion has been an “incredibly expensive experience”. Her original planning didn’t take into account the cost of sending temperature-controlled products internationally, for example.&nbsp;However, she says that connecting with the right freight broker (who serves as an intermediary between the brand and the carriers) has helped identify issues like this and reduce costs for the brand. It’s impossible to forecast every issue, though, she warns. “Little things will prove oddly difficult, like trying to set up a bank account. Even though we’d registered our business in the UK, we were knocked back by multiple ‘big banks’.”

Advice from 8 entrepreneurs who have done it. 

Read our tops tips on global expansion and how to take your company global from businesses that have done it. 

Global expansion: tips to take your company global from founders

Global expansion: Top tips on how to take your company global

Global expansion: Top tips on how to take your company global AU

It’s one thing to expand beyond your borders. But to drive sales, you’ll need to consider your marketing strategy.

Expanding your business overseas can be a great way to grow sales.That is, if you get the formula right. And a big part of acing that formula is your international marketing plan.Promoting and marketing your brand internationally can be complex; even the world’s biggest brands have encountered hurdles. When Coca-Cola first launched into China in the 1920s, the phonetic translation of Coca-Cola turned out to mean ‘bite the wax tadpole’. And Pepsi didn’t fare much better; its slogan “Come alive with the Pepsi Generation” was translated for one Taiwanese billboard as “Pepsi brings your ancestors back from the dead”. Presumably not the marketing message the brand was hoping for.There’s little point in “copying and pasting” the same marketing strategy that worked in your home territory for use overseas, says Cynthia Dearin, an international business strategist and author. Dearin has also watched brands “take a ‘spray and pray’ approach by trying a little bit of everything”. Neither marketing approach is ideal, she adds.Here’s how to create a global marketing strategy that works.<ul><li>Getting the message right</li><li>Being savvy with social media marketing</li><li>Working with influencers</li><li>Partnering with brands</li><li>Enlisting in-country public relations support</li></ul><h2>Understand your market</h2>The first step to developing a global marketing strategy is understanding your new audience and target market. “Market research is incredibly important,” says Dearin. “Most people don't do nearly enough of it."

“Most people don't do nearly enough market research”

Customer’s expectations, values, challenges and aspirations vary dramatically across foreign countries, she adds. “You can’t just assume that people are going to be the same everywhere, and [that] they will need and receive your product in the same way.”That’s why it’s important to create a laser-focused picture of your target customer and what matters to them. This can be achieved with surveys, consumer research, questionnaires or even social media polls.

“Don't base your marketing strategy on assumptions.”

“If you take a general approach and base your marketing strategy on assumptions, it’s likely that neither your offering nor your marketing are going to connect with your new international client.”<h2>Speak their language</h2>Marketing is about connecting with customers, which is why communicating in your audience’s own language - and localising your assets - is so important.&nbsp;In fact, <a href="https://csa-research.com/" rel="noopener noreferrer" target="_blank">one US market research</a> firm found that customers are 72 per cent more likely to buy from a website that is in their own language. Additionally, 56 per cent of consumers said that obtaining product information in their own language was a more important consideration than price.&nbsp;Another aspect of your branding and website to localise? Currency. Allowing international customers to pay in their own currency will help reduce cart abandonment rates.&nbsp;

“It can be very challenging to translate concepts across cultures and languages."

When tackling the task of translation, Dearin is clear: “Hire a pro, don’t Google translate.” She explains, “It can be very challenging to translate concepts across cultures and languages in a way that actually works, so if you just run your web page through a translation app, it's going to give you a really poor-quality translation that will likely not make sense.”<h2>Don’t forget linguistic nuances</h2>A dedicated translator or sub-editor will also ensure that you pick up any cultural and linguistic nuances. This will make your marketing feel authentic.For example, in Australia the word for rubber sandals is "thongs"; in New Zealand they are called "jandals"; and in the US and UK, the same shoes are called "flip-flops" (whereas "thong" refers to women's lingerie).Taking these intricacies into account will ensure that your website and social media marketing copy not only makes sense to readers, but feels authentic and resonates, too.<h2>Imagery matters</h2>Localising assets doesn’t simply relate to copy; it might mean updating marketing imagery.<a href="https://www.jbs.cam.ac.uk/wp-content/uploads/2020/08/wp0729.pdf" rel="noopener noreferrer" target="_blank" style="color: rgb(0, 0, 0); background-color: transparent;">Research</a> has consistently found that shoppers are more inclined to purchase products if they are shown on models who reflect their age, size, and ethnicity. Do your images feature models who look like your target customer? If not, it might be time to diversify.And remember that different images or colours can mean different things in different cultures. For example, in many western countries, orange is a peaceful, happy colour; in Northern Ireland it tends to be associated with the sectarian conflict in the region.<h2>Get savvy with global social media</h2>Just because a brand has had success with Facebook or Instagram in their home territory doesn’t mean that those are the best channels in overseas markets.Many countries have their own, local social media platforms, like Indian social media platform ShareChat, which has over 250 million monthly active users, or KakaoStory, a social media app in South Korea. Meanwhile, Meta-owned Facebook and Instagram are banned in China, for example, so it is important to do due diligence in every new market.As your international customers grow, you may need to consider creating local versions of social media pages, such as Facebook and Instagram. Otherwise, you may find yourself out of sync with customers when it comes to seasons or events such as Mother’s Day (which occurs at different times of the year in different countries) or Thanksgiving (which is only celebrated in the US.)For these reasons, some businesses create global “parent” pages, and then use paid advertising to target regional messages to specific countries.Remember: the social media landscape is also constantly changing (for example, in May 2022, Russia blocked access to Facebook), so it’s critical to continuously monitor the situation.<h2>Partner with local influencers</h2>As trusted third-parties with local knowledge, influencers are ideally positioned to connect brands launching in new markets with audiences.

“The best results come from partnerships where people are excited to represent your brand.”

Sarah Leaf, founder of communications agency <a href="https://www.leafcomms.com/" rel="noopener noreferrer" target="_blank">LEAF</a>, says that a good place to start is by checking your brand’s own social media following: are there any influencers based in the market you are moving into who are already following you? “The best results always come from partnerships where people are authentically excited to represent your brand.”Leaf, who manages the marketing of international fashion brands such as Ganni, Veja, Mejuri and All Birds, warns that paid influencer campaigns can be expensive, and advises that smaller brands might prefer to enter their new market using contra or gifting programs.Her number-one tip? Take a hint. “If an influencer isn’t eager to receive a piece from your brand, or won’t reply to your emails - leave it and move on,” says Leaf.<h2>Partner with established brands</h2>When entering a new international market, emphasising credibility and social proof can be even more important. That’s why it can be useful to work with globally recognised certifications and third parties. For example, customers may be more likely to buy from a brand with Trustpilot reviews embedded into its site.Partnering with local brands is another way to reinforce credibility and expand your audience. Leaf recommends that business owners “research brands within this market that have a similar positioning and a strong social media presence to get a feel for who the key local influencers are, and the kinds of content they create."

“Research similar brands within this market that have a strong social media presence."

This is also a good way to identify potential brand partners, as a collaboration or event partnership can be an effective way to leverage another brand’s audience, reach new customers and gain legitimacy. It’s not about partnering with brands that are the same as yours – and it is unlikely a brand will be open to working with a direct competitor – but ones that may share a similar customer base. For example, if you sell vegan leather shoes, you could approach a clothing brand with a focus on <a href="https://www.afterpay.com/en-AU/business/access/exploring-sustainability/small-business-sustainability" rel="noopener noreferrer" target="_blank">sustainability</a> and ethical labour practices.

Numerical Highlight List

Tip: Look for brands that may be looking to expand into your home market for a mutually beneficial partnership where you are each able to tap into one another's local followings.<h2>Ask a local (expert)</h2>There is a lot to consider when trying to sell your products overseas – and it can quickly become overwhelming. Not only do you have to manage the logistics and mechanics of entering a new market, but you also have to get up to speed with a new culture, potential language barriers, new business relationships, and an unfamiliar media landscape.&nbsp;"I think people assume that expanding your business globally takes a lot fewer resources than it does," admits Dearin, adding that "a lot of people just get fatigued". Dearin has seen businesses where overly ambitious global marketing strategies, paired with a lack of planning, have led to financial loss and even reputational damage.

"People assume expanding takes fewer resources than it does.”

That's why both Dearin and Leaf suggest engaging local experts to lighten the workload. This can range from using local translators who can communicate concepts across cultures and languages in a sophisticated way to engaging an international business strategist, local public relations consultant or marketing agency.“Having a local team on the ground in a new market is crucial,” notes Leaf, explaining that one of the core services her agency offers international brands is ‘strategic counsel’ – essentially operating as a client’s eyes and ears on the ground. “We assist with everything from advising on language and seasonality, providing insight into out-of-home advertising locations, collecting like-minded collaborative partners and scouting retail spaces.”

“Having a local team on the ground is crucial."

Leaf adds that having someone on the ground to go to bat for you with stockists, local media and even customers ensures that your marketing strategy isn’t simply reliant on data but “on-the-pulse insights”. “Think of it like this,” she elaborates, “you could Google ‘the best restaurant in Sydney’ or you could take a recommendation from a cool friend in the know. The latter is always going to be the better option in my opinion!”

Learn marketing strategies to drive sales overseas.

Click here to read our guide to international marketing and strategies on how to successfully market your products overseas. 