Expanding Your eCommerce Business Globally: What You Need to Know

Taking your eCommerce business international can open up new revenue streams, increase brand recognition, and bring in a diverse customer base. But going global isn’t as simple as flipping a switch. It comes with challenges like handling different currencies, navigating complex tax laws, and ensuring smooth shipping and returns.

For businesses using platforms like Salesforce Commerce Cloud (SFCC) and Shopify Plus, having a solid strategy is key to making international expansion a success. Here’s what to consider when selling across borders.

1. Understanding Market-Specific Regulations

Selling internationally means dealing with different rules and regulations in each country. Some key areas to watch include:

• Taxes & Duties – The EU requires VAT (Value Added Tax), while other regions may have import duties that impact pricing.
• Data Privacy Laws – Europe has GDPR, and other countries have their own strict rules about how customer data is handled.
• Consumer Protection Laws – Some regions have mandatory return policies, warranty requirements, or restrictions on certain types of marketing.

If businesses don’t stay compliant, they risk fines, legal trouble, or losing customer trust. Working with tax automation tools like Avalara can help manage the complexities.

2. Supporting Local Payment Methods

Not everyone around the world uses Visa and Mastercard. Payment preferences vary by country, and offering local options can make a big difference in conversions.

• Europe: Digital wallets like PayPal, Klarna, and iDEAL
• China: WeChat Pay, Alipay, and UnionPay

Businesses that don’t offer familiar payment methods risk losing customers at checkout. Solutions like Global-e or Stripe make it easier to support multiple payment types without complicated integrations.

3. Managing Currency & Pricing

Customers expect to see prices in their local currency. Unexpected exchange rate fluctuations or hidden fees at checkout can drive them away.

Some businesses choose real-time currency conversion, while others set fixed prices per region to avoid price swings. It’s also important to factor in taxes and shipping costs upfront so there are no surprises for the customer.

Platforms like Shopify Markets and SFCC’s multi-site setup allow for localized pricing without extra manual work.

4. Shipping, Fulfillment, and Returns

Shipping internationally comes with extra challenges—longer delivery times, customs clearance, and higher costs. Some of the biggest pain points include:

• Customs paperwork that varies by country
• Expensive shipping rates, especially for returns
• Last-mile delivery issues with different regional carriers

One way to improve logistics is by partnering with international fulfillment centers or using services like DHL and FedEx Cross Border. Many brands also set up regional warehouses to cut down on shipping times and costs.

5. Localizing Your Website for Different Regions

Expanding globally isn’t just about translating your site. Cultural differences play a big role in customer behavior, and small details can make or break the experience.

• Accurate Translations – Automated tools can be a start, but human review ensures product descriptions and marketing messages make sense in different languages.
• Cultural Adaptations – Colors, images, and promotions may need adjustments depending on the country.
• SEO Localization – Different regions search for products differently, so keyword optimization should be tailored per country.

Platforms like Weglot, Smartling or Transperfect help with translation, while local SEO experts can ensure search visibility in international markets.

6. Choosing Between a Single Global Site or Multiple Regional Sites

Brands need to decide if they want to create separate websites for different regions or manage everything from one global site with geo-targeting.

Separate Regional Storefronts (e.g., aritzia.ca, aritzia.com, aritzia.eu)

• Better for localized marketing and customer experience
• Easier to comply with regional regulations
• Requires more management and resources

Single Global Storefront with Geo-Redirects

• Centralized inventory and content management
• More cost-effective for smaller brands
• Less ability to tailor the experience per market

For brands on SFCC or Shopify Plus, a multi-storefront setup allows for a hybrid approach—one backend with multiple regional experiences.

7. Customer Service & Handling Returns Internationally

Providing a great customer experience worldwide means being ready for language differences, time zones, and return complexities.

• Multilingual Support – Whether it’s live chat, email, or phone support, customers expect to interact in their native language.
• Clear Return Policies – International returns are tricky, so businesses need clear policies on shipping costs, return locations, and processing times.
• Fraud Prevention – Global transactions can come with a higher risk of fraud, requiring stricter verification processes.

Using tools like Signifyd or Kount for fraud detection and working with localized return partners can help smooth out these challenges.

Need Help with Global-e or Global Payments?

Expanding into international markets is a huge opportunity, but success depends on having the right infrastructure and strategy in place. Whether you need help integrating Global-e, setting up international payment methods, or optimizing your multi-storefront experience, Demand has the expertise to guide you through it.

Let's talk about how we can help your business scale globally without the headache.