Going for that long drive into international markets can be a tricky shot for any growing e-commerce business. There are any number of hazards and unexpected obstacles along the way that you'll have to avoid or overcome. Harley Abrams, Operations Manager at SuperSpeed Golf, has already played through to the greens beyond, and has some important pointers for you to pick up.
- Localize your user experience: An international customer already has the frustration of dealing with higher delivery costs and currency exchange rates, so don't unintentionally make shopping out-of-country any harder. Make sure the digital storefront they land on is already set for their nationality or region, with item prices and sizes already converted. A reliable and relaxing shopping experience will bring customers back every time.
- Have a clear SEO line of sight: It's hard enough to get attention in your own market, but you're fighting for space twice as hard in any foreign sectors. Make doubly sure your search lines are clear and direct to avoid inefficient cannibalization by other pages on your site, and know how customers in those regions and languages think about your brand and search for products. Adapt your SEO to the consumer's vernacular, not yours.
- Be aware of regional practices and standards: While common enough in North America, minimum advertised pricing is outright illegal in some markets, while others may demand a more grounded and registered level of involvement or complicated tax laws, necessitating expensive and time consuming business permit applications and regional accountancy. Don't let yourself get caught off-guard or unawares, as the penalties can be devastating.
- Buy out your distribution partner: Occasionally you have to take a calculated risk and venture off the beaten path, like SuperSpeed Golf did. Buying out your distribution partner and bringing everything you need in-house, so that you have more direct control over your deliveries, logistics and packaging, is an option for the very few, but should not be missed out on. Being able to adapt the process to best suit your business and customers needs, and those alone, fosters a closer sense of engagement between you and your consumers, along with clearer communication, as your brand is present every step, assuring the highest quality service always.
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