How should retailers expand internationally online?
With the decrease in the value of the pound post-Brexit, many European shoppers are looking towards UK sellers for bargains. How can online retailers capitalise on this opportunity and succeed when expanding internationally?
Sales director at distribution company B2C Europe, Rick Kirk, says: “The first thing to do is to localise the experience for the customer.
“FreestyleXtreme revenues almost doubled in months after translating its website into 13 languages and displaying nine currencies.”
Kirk says UK retailers could also offer a price comparison tool on their websites in order to make their products more appealing to European shoppers than local retailers.
An awareness of a country’s online payment methods and shopper preferences, from sale to delivery, are also essential.
“There are big differences in European consumers’ delivery preferences,” says Kirk.
“UK consumers will pay for track-and-trace home delivery. However, the French prefer to collect their order from a local convenience store. Delivery options and costs can be enough to make the consumer abandon their purchase.”
“Now that Great Britain will be leaving the EU, it is more important than ever to keep a close eye on import regulations and charges”
Rick Kirk, B2C Europe
International returns can be complicated and a headache for consumers and retailers alike, so policies and processes must be clear and simple. Amazon regulations on international sales require sellers to provide a local returns address, to help make returns more convenient and cheaper for customers.
“Now that Great Britain will be leaving the EU, it is more important than ever to keep a close eye on import regulations and charges,” warns Kirk.
There is a lot to consider before expanding internationally, but Brexit may have given UK retailers an opportunity to appeal to a new kind of shopper.