5 keys to adapting your offering to international markets

1. Adapt your offer

Removing the disincentives to international purchases means adapting your site and your offering to the expectations of your international customers. For each target market, you will need to consider and rework the language, currencies and payment methods used, and the packaging, according to the habits of local e-buyers and the regulations in force.

2. A price for every market

To align your pricing strategy with your target market and its fluctuations, your sales margins will need to be adapted according to purchasing power, the positioning of your offering (which may vary from country to country), logistics costs, taxation, etc., as well as exchange rates. Instant price control algorithms are a valuable aid: they enable you to stay in line with market prices, while analysing competitor prices.

A reassuring feature for your e-buyer: the display of prices in their own currency, without the need for conversion. There are many plugins you can implement in your online shop that automatically convert the price of items according to exchange rates.

3. Payment methods

The payment methods used vary from one country to another: to gain the trust of e-buyers, you need to implement the payment solutions they are used to.

Payment method preferences:
- Germany: bank transfer, direct debit, Amazon Payments, credit card.
- Australia: credit card, eWallet
- China: bank card, AliPay (Alibaba group), Tenpay, UnionPay, Wechat Pay, cash and prepaid cards.
- United Arab Emirates: bank card, PayPal
- Maghreb (Morocco, Algeria, Tunisia): SagePay, MyGate, Ingenico, Skrill, WafaCash
- United Kingdom: bank card, PayPal, Amazon Payments
- USA: credit card, PayPal

4. Logistics at the heart of the purchasing tunnel

More than 60% of Internet users claim to have abandoned their shopping basket due to a lack of delivery options. Logistics are now at the heart of successful shopping journeys. If you want to increase the conversion rate, you need to offer delivery options that are tailored to your target audience's expectations, and deliver on time. The quality of your services will help to improve the user experience and build customer loyalty.

https://www.youtube.com/watch?v=eUF3QXQtKFc&t=70s

The cost of postage is a key factor in purchasing decisions. In Europe, the majority of consumers say they expect home delivery to be offered and will accept slightly longer delivery times if shipping costs are included. A common trick is to offer "free delivery" by deferring all or part of the delivery costs to the price of the product...

You'll be competing with well-established local players: you'll need to offer at least the same services, the same delivery costs and the same lead times. Marketplaces can help you in the first instance. Working with a local distribution centre in conjunction with recognised transport companies also brings added value, particularly in terms of economies of scale. Finally, if neither of these two strategies suits your business model, major European logistics or transport players can support you and your international expansion.

5. The must-have: returns management

72% of e-buyers would buy more if they had a clear returns policy... When it comes to exporting, making it easy for e-buyers to return products is more than just a legal obligation. It's a growth factor and a strong reassurance factor to be promoted on e-commerce sites: announcement of the returns policy at the start of the purchase process, a simple process explained by a computer graphics or video, etc.

To find out more, visit ECN :
https://www.ecommerce-nation.fr/comment-mettre-en-place-une-strategie-de-retour-pour-votre-site-e-commerce