Strategy
To establish e-commerce in a new country or market, you need a clear and realistic export strategy. International expansion is a long-term project, so start by identifying your target audience. You also need an implementation plan for your international expansion.
When entering a new market, you need to consider many factors. Although it may be tempting to make your products available in every country where customers have shown an interest, setting up an online store in each one may not be the right approach. Many businesses start with one or a few countries before expanding into additional countries and new markets.
Your internationalisation strategy should answer the following questions:
- What are your company's competitive advantages in light of the market and competitive landscape?
- Does your company have the resources it needs to establish and grow internationally?
Take care to choose the right market. Base your assessment on factors such as:
- Demographic and economic facts about the country
- Developments and trends in the country's e-commerce market
- Industry-specific considerations
- How customers behave in the country, for example whether they frequently shop on their mobile phones. If so, you should optimise your website for mobile devices.
Take a long-term approach and consider the following questions:
- Which marketing channels should you choose?
- Are there any requirements for setting up and registering a business?
- Are there any product and labelling requirements you need to consider?
- Which payment solutions and pricing strategy should you choose?
- What logistics and delivery terms should you use?
- What will the delivery time, customs duties and VAT be, and which export documents do you need to have in place?
- What should your website look like? Should you tailor it to each country?
- How will you handle distance contracts and ensure consumer protection?
- Are there any other prohibitions and restrictions in the country that you need to consider?