One of the best things that the Internet has allowed retailers to do is test new markets in a relatively low-risk, inexpensive way.

One of the best things that the Internet has allowed retailers to do is test new markets in a relatively low-risk, inexpensive way.

Opening expensive flagship stores in new countries, only to find that market does not have an appetite for what you are offering, no longer needs to be the case.

Popular US fashion retailer J Crew has said it will start testing the water here with an online offer before it looks at stores and our retailers are increasingly looking over seas to grow sales and presence. Asos this week confirmed that it would open a US site this year and N Brown is also carefully researching that market.

M and M Direct has also said it will ramp up its international presence with a German language site.

As the growth of online sales slows here is a great opportunity for online players to find new growth streams. However without a solid back end system that can deliver to new countries it needs to be a considered approach.

People are increasingly shopping online with brands they trust, trust to give their details to and trust that they will deliver on time to a convenient place.

With new brands to the market that first transaction will be essential to encourage repeat purchases and recommend it to other people.

J Crew got its best PR when Michelle Obama wore some of its clothes around the time of the election. Now it will need to prove itself in the highly competitive UK fashion market with impeccable delivery and service.

Asos and N Brown will also have a challenge on their hands when it jumps over the pond. Delivery across America is a lot more complex and there are already a lot of well know etail names serving the country there.      

Retailers including Boden and Net-a-Porter have already found success in America and it is a useful market to be in terms of sometimes advanced technologies particularly for ecommerce as well as finding new up-and-coming brands that may translate well back in the UK.

Online is also a great way to test how shoppers behave in different markets and what products work and don’t work, which could eventually be the basis of decisions about how to merchandise and stock any physical store that is eventually opened.

Topshop opened its US website before it opened its store which helped it to connect with its customers before it opened its flagship in New York. Online more than ever is a key place to engage customers and once you are on their radar try and wow them with service and product.