U.S.-based ecommerce merchants have to figure out how to take this very small part of its business and grow their cross-border sales. And unless you’re a global brand, and you already have some sort of global distribution in place, you should seriously consider using a third-party partner to get your cross-border strategy in place.
“A technology like Borderfree, as an example, allows you to get started in this game,” said MarketLive founder and CEO Ken Burke during an interview with Multichannel Merchant at IRCE 2015. “It’s a little more expensive to get started this way, but it allows you to get used to international.”
Burke added that merchants need to have a localized ecommerce site in that country’s particular language or currency, and needs to know how to merchandise to that customer.
For example, Burke said ecommerce retailers merchandise very differently in the U.K., around promotions and discounts. There are things that are proper in the U.K. that we just take for granted in the U.S.
“It’s really hard for U.S.-based merchants to understand and deal with all these different cultures as well,” Burke said. “Either get an in-country consultant, or get a business unit in-country, to deal with these nuances.”