How Retailers Can Make Sure That
International eCommerce Is a Success
Going by recent statistics, it's clear that the future is bright for retail and
eCommerce. In 2021, U.S. consumers spent $870.78 billion online, up from
$762.68 billion in 2020. Further, digital spending in the Q4 holiday season
increased by 9.2% year over year, bringing the total jump in eCommerce
spending to a respectable 14.2%. The global picture is equally optimistic. By
2025, global retail eCommerce sales are expected to reach almost $7.4 trillion,
up from $4.9 trillion in 2021.
Furthermore, by 2022, cross-border or international purchases will contribute
to 20% of global eCommerce sales. For eCommerce retailers to take advantage
of these positive trends, they must deliver amazing eCommerce customer
experiences (CX) to their international customers.
What is a Retail Customer Experience?
Retail CX refers to the experience customers have as they interact with your
brand across every touchpoint and channel. Every time they engage with your
company – through your website, eCommerce store, or customer service
department – they are on a brand journey. The quality of this journey will
determine the quality of their CX.
In turn, their CX can impact
● Customer satisfaction and loyalty
● Customer retention and Customer Lifetime Value (CLV)
● Positive reviews, recommendations, and "word of mouth."
● Sales, repeat sales, revenues, and profits
Ultimately, CX will determine whether customers keep coming back to you – or
switch to your competitors. For all these reasons, it's crucial to design a
compelling retail CX strategy that empowers you to deliver exceptional CX –
whether these customers are local or international.
4 Ways Retailers Can Deliver Successful International
eCommerce Experiences
1. Make them feel safe on your website
Many buyers hesitate to make international purchases because the websites
are not tailored to understand them or meet their needs. They may not feel
comfortable or safe, or their shopping experiences may be confusing instead of
easy and enjoyable.
Consider CX as a primary factor in designing your international website. Create
one version for local customers and a separate version (or versions) for
international customers. Localize international websites with local languages,
products, and other features that are specific to each location.
So, if your regular website is https://www.mytoystore.com, you could have
localized websites called:
● https://www.mytoystore.in
● https://www.mytoystore.uk
● https://www.mytoystore.au
● https://www.mytoystore.ca
And so on. Also, make sure that each version of your website is "secure" with
HTTPS instead of HTTP. This will signify that you take their security and privacy
seriously and have controls in place to protect personal and financial data.
2. Streamline International Shipping
Shipping costs and delays are among the key determinants of CX for
international customers. High costs and delayed deliveries impact their CX,
which increases shopping cart abandonment, and drives customers away from
your business. To avoid such eventualities, clearly state all shipping-related
information – including prices and delivery timelines – with every order. If
there are delays or additional charges, keep them informed. Be transparent
and honest, so customers know what to expect.
If possible, offer free international shipping to attract more customers, reduce
abandonments, and create memorable experiences. Get bids and advice from
shipping companies that operate in the countries you want to operate in and
can help you get your products to customers as quickly and cheaply as possible.
Consider factors like product type, dimensions, and weight when considering
bids and shipping partners.
Also, consider if you can make bulk shipments to a fulfillment center in that
country (or countries) to reduce your costs and speed up deliveries. Assign the
correct international/country-level codes to products, so they don't get stuck in
customs. The right codes will also help you calculate relevant duties and import
taxes in advance, so customers won't experience surprise charges that can
adversely impact their overall experience with your brand.
3. Offer Multiple Payment Options
To improve eCommerce experiences, it's vital to make the shopping and
shipping process smooth, easy to understand, and hassle-free. The same goes
for payments. Don't put the burden on figuring out payment options,
processes, tariffs, taxes, etc., on international customers.
Find out which methods are most popular in your target countries:
● Cash on delivery
● Debit cards
● Credit cards
● Net banking
● Digital payments
● PayPal or other payment providers
Let customers choose their preferred payment method and currency for a
smooth payment experience that can boost your international eCommerce
sales.
4. Focus on Localization and Personalization
When selling internationally, always take into account local cultural
considerations. For instance, the same product may be known by different
names in different countries. Here are some examples:
cookie biscuit scone
tomato sauce tomato ketchup catsup
instant noodles ramen ramyeon
soda fizzy drink cold drink
canvas shoes tennis shoes sneakers
Moreover, label your products correctly in every country, so international
customers can easily find what they need. It's also important to localize website
content. When the site feels "local," it will encourage familiarity and create a
sense of comfort that will improve experiences and boost your sales.
Also, whenever possible:
● Display all measurements in the correct localized language and format
● Create content that's contextual and "human"
● Provide popular and preferred customer service option
● Run sales and promotional campaigns geared towards local festivals and
holidays
Once your international customer base grows, collect data to create various
customer personas that can guide your personalization strategies. For instance,
analyze a customer's demographics or shopping history to serve personalized
offers, discounts, or sales notifications via email or other forms of marketing.
In a Nutshell:
As the world becomes smaller and increasingly digitized, you have many
opportunities to take your eCommerce business international. However,
international success depends on your ability to deliver effective international
eCommerce experiences. Leverage the strategies discussed here – and go forth
and conquer!
Read more: The Many Benefits Of Well-Crafted Product Descriptions For
eCommerce