How to Successfully Expand Your Online Business Globally

The global market offers businesses vast opportunities to grow and diversify, as there is untapped potential across various regions. In fact, 87% of U.S. companies realize that expanding internationally is required for long-term growth. 

But venturing into new markets needs more than just ambition. 

It demands careful strategic planning and a flexible approach to deal with the challenges of understanding foreign regulations, cultures, and consumer behaviors.

When done right, global expansion lets businesses:

That’s why, we’re sharing key strategies to help you successfully transition into the global marketplace and thrive beyond borders.

7 Ways To Expand Your Online Business Globally

Before expanding internationally, you need to understand the market. This involves understanding the economic conditions, consumer behavior, and competition within your specific market. This helps identify potential demand for your products or services and determine whether the market is viable for entry.

Chris Masanto, the CEO and co-founder of the world’s fastest-growing pet supplement business, PetLab Co., says, “Expanding from the UK to the US was a lesson in understanding not just a new market, but a new type of customer—pet owners who prioritize premium health solutions and expect transparency and proven efficacy. Unlike the UK, the US market is diverse and competitive, with regional differences in buying habits and preferences. To get it right, we conducted deep market research that mapped out these variations and uncovered what American pet lovers truly value in a wellness brand. We adapted our messaging to emphasize the science behind our supplements and aligned our strategies with the trust and transparency that US buyers seek. This groundwork was essential in creating a strong, lasting presence that now spans all regions of the US.”

You could use the PESTEL framework for analysis here: political, economic, social, technological, environmental, and legal. This way, you won’t miss out on key details.

For example, Rithum’s 2022 Online Consumer Behavior Global Report shows that French (32.8%) and British (35.4%) e-commerce buyers prefer a brand’s website for holiday shopping. This number is higher than that of Americans at 22.2%. With such data, you can make informed decisions that minimize risks and maximize the chances of success.

There are some really simple ways of doing this:

User experience shouldn’t be an afterthought. Make your design culturally sensitive and inclusive. So, tailor your design to make your brand more approachable to diverse audiences.

Take a look at how beautifully Nike does this for different countries. See the images below from Nike India vs Nike Japan-

The best way to expand globally without establishing a physical presence in each market is by joining multivendor marketplaces. 

Platforms like Amazon, Alibaba, and eBay give access to millions of potential customers worldwide and offer a streamlined way to test the waters in new regions. The challenge here is that you must ramp up your SEO and marketing efforts to get noticed.

International marketplaces can be particularly promising if you’re exploring dropshipping business ideas. Look for trending products so you can sell them without holding inventory while reducing risk and lower upfront costs. All you need is to connect with suppliers globally and reach customers in different regions with minimal effort.

Remember, making it in these marketplaces requires understanding local consumer preferences, adjusting your product offerings to match them, and complying with regional regulations. 

However, the silver lining is that these marketplaces handle many operational aspects, such as payment processing and logistics, and let you focus on improving your marketing strategy and customer service.

Customers expect convenient, secure, and familiar payment methods, and offering region-specific options can significantly improve conversion rates.

Start by integrating payment gateways that support multiple currencies and local payment preferences. For example, some European customers might prefer using SEPA transfers or credit cards, while in parts of Asia, mobile payment platforms like Alipay or digital wallets are more common.

The most common and widely recognized digital wallets are Apple Pay and PayPal. Adding them to your site will simplify purchasing and build trust in your brand. Look at Patagonia’s checkout page, for example. They list all the payment types they accept so buyers don’t struggle.

To protect customer data, be transparent, add currency conversion rates, and comply with international security standards, such as PCI-DSS.

Each region has different laws regarding taxes, product standards, advertising, and even employee practices. Complying with these regulations helps avoid legal complications or fines that could interfere with your expansion efforts.

For example, when setting up operations in new markets, you must set up employee training programs aligning with local labor laws and cultural expectations. Use a flexible employee training template to design your onboarding and training processes to fit specific regional standards. That way your workforce is well-prepared and your company complies with local employment laws.

Efficient logistics guarantee that products reach customers in a timely and cost-effective manner. This can directly impact your customer satisfaction score and profitability. So, partner with reliable shipping carriers with experience handling international deliveries and understanding local regulations, taxes, and customs processes. For example, some states in the United States charge sales tax on shipping costs of taxable goods, whereas others don’t.

To streamline operations, try fulfillment centers in key regions because it-

Plus, offer multiple shipping options to cater to varying customer preferences, such as express or standard shipping. Also, mention shipping costs (if any) either upfront or once they add their address so you don’t leave a bad impression in front of a potential customer. 

Take a cue from ASOS-

Tracking capabilities further help build trust. Look at Amazon, for example- 

Customers should also have clear information about delivery times and any potential customs fees. Once you fine-tune your logistics and shipping strategy, your business efficiency will improve and you’ll provide a far superior experience for international customers.

Undoubtedly, social media is the best way to connect with diverse audiences and build brand awareness in new markets.

Platforms like Facebook, Instagram, TikTok, and LinkedIn allow businesses to reach users worldwide with tailored content that resonates with local cultures and preferences.

And that’s why, to maximize impact, you should develop region-specific strategies, including localized content, language adjustments, and even time-zone-based posting schedules. 

Here are the 3 easiest ways to go about it-

Let’s analyze Starbucks’ Instagram content here. 

With Halloween around the corner, you’ll notice a heavy emphasis on Halloween-related posts like their iconic PSL or Iced Pumpkin Cream Chai on their main account with 17.8 million followers.

On the other hand, the Starbucks Mexico account (with 1.1 million followers) has fewer Halloween posts. Instead, they showcase more of their products.

And with no trace of Western holidays, Starbucks Korea focuses on more regional posts like their Playmobil collaboration and Origami Kettle Set.

Conclusion

Expanding your business into international markets may bring immense growth opportunities, but it also requires strategic planning and careful execution. 

From conducting thorough market research and adapting your website to complying with local regulations and optimizing logistics, each step is unskippable. But these measures will let your business tap into new audiences and open to more global potential.

Now that you have a clear strategy, it’s time to apply these steps and take your business to the next level. 

Want to streamline project management, keep teams organized, and ensure smooth coordination across different regions? Get started with Workast for free!