Top International E-Commerce Lessons From Leading Brands

There are always important international e-commerce lessons to learn from competitors, especially if you want to keep up with current trends. In a rapidly evolving global economy, today’s best practices can be overlooked, forcing e-commerce retailers to play costly catch-up.

The growth of cross-border e-commerce in previously small markets is encouraging many companies to expand. Latin America is one of the most exciting regions, forecasted to be the fastest-growing e-commerce market through 2021, with 19% growth. Other developing regions like Asia-Pacific are booming as well, with 14.2% year-over-year growth expected in 2019.

While the emerging global e-commerce market is exciting, the multitude of challenges can be daunting for small retailers. Entering international e-commerce requires handling complex logistics, different tax regulations, and effectively marketing to diverse consumer bases. With the right preparation, any company can successfully scale its business internationally.

This post highlights lessons learned from top brands that have overcome these challenges. Whether you’re entering international e-commerce for the first time or exploring new markets, these insights are invaluable.

5 Key International E-Commerce Lessons

1. Make Localization a Priority – Example: Nescafé

Localization is crucial for success in international e-commerce, and it goes beyond just translation. In fact, a whopping 75% of consumers who shop online prefer to buy from websites that are in their native language. Here’s how Nescafé excels in various aspects of localization:

Language

When people think of localization, translation is usually the first thing that comes to mind. While many services offer website translation, simply converting words isn’t enough. You also need to localize elements like measures (weight, size), currencies, and product information to make the experience seamless for the user.

Nescafé makes localization simple by allowing visitors to easily select their country and language. For example, their region-specific domain www.nescafe.com/au offers a localized experience for Australian consumers.

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Payment Processing

Credit cards might be the go-to payment method in the U.S., but in Latin America, over 50% of consumers don’t have a traditional bank account. To reach more customers in regions like Latin America, Nescafé offers various payment methods, including installment plans, bank transfers, and cash vouchers.

Marketing

Marketing content should be adapted to fit the regional audience, from the images used to the messaging. Nescafé tailors its marketing approach in countries like the U.S. and Chile, offering unique imagery and content on each country’s homepage.

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2. Have Clear Shipping and Return Policies – Example: PCE Instruments

Clear and transparent shipping and return policies are essential for international e-commerce. International customers often pay a premium for both shipping costs and delivery times, and they return more items than in-store shoppers.

PCE Instruments, a global instrument manufacturer, excels in this area by providing clear shipping costs, return processes, and customs duties information for each region. This clarity helps retain customers, as 92% of consumers are more likely to remain loyal to brands with easy-to-understand policies.

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3. Invest in Localized Customer Service – Example: Williams-Sonoma

Providing localized customer service can make a significant difference. By offering in-country customer support, e-commerce companies can meet customers' expectations more effectively, making them feel valued.

For example, Williams-Sonoma lists country-specific contact numbers and email addresses for international markets like Mexico and Canada. This approach has cemented the brand’s position as a major player in global e-commerce. In fact, they ranked No. 23 on the Internet Retailer 2017 Top 500 List.

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4. Know How Your Customers Connect to Your Company – Example: Coppel

Understanding how customers discover your business is key to driving traffic and sales. Analytics tools like Google Analytics help e-commerce companies track website visitors and understand referral sources.

For Latin American consumers, mobile devices are the most consistent form of online access, with 27.5% of all retail e-commerce sales made via mobile in 2018. Coppel, a Latin American department store, capitalized on this trend by simplifying its mobile user experience, making browsing and shopping easier.

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5. Champion Your Customers’ Logistics Experience – Example: Forever 21

Behind-the-scenes logistics are often the make-or-break element of international e-commerce. Partnering with the right logistics company can significantly impact your customers’ satisfaction.

For instance, Forever 21 offers Express Delivery to Mexico through its partnership with third-party fulfillment vendors, ensuring faster shipping times. These vendors manage customs clearance and other logistical complexities, allowing Forever 21 to offer 2-3 day delivery in Mexico.

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Get Latin American E-Commerce Support with SkyPostal

With decades of experience in logistics support for companies shipping to Latin America, SkyPostal has learned invaluable international e-commerce lessons. From fulfillment to parcel delivery and customs clearance, we help businesses succeed in the region.

Contact us today to learn how we can streamline your international e-commerce logistics and help you navigate the challenges of cross-border shipping.

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FAQs on International E-Commerce Lessons

1. What are the key factors in international e-commerce success?

Localization, clear shipping and return policies, effective customer service, mobile optimization, and logistics management are crucial for international e-commerce success.

2. How can localization improve e-commerce growth?

Localization adapts your website, content, and payment methods to local preferences, increasing customer trust and improving conversion rates in international markets.

3. Why is logistics important in international e-commerce?

Logistics ensure that products reach customers on time and in good condition. Efficient logistics partnerships help reduce costs, handle customs, and improve the customer experience.