Now booking for Spring/Summer 2024

New Markets, New Rules: How to Adapt Your Online Store for Global Success

Thinking of taking your online store global but worried about getting lost in translation (literally and figuratively)? We’ve got you. From cultural nuances to well-oiled logistics, we'll equip you with the tools to turn your online store into a multilingual money-making machine.

Written by

Caroline McQueen ACIM


what's in store

Feeling the itch to expand your fabulous online store beyond your borders? Buckle up because the global ecommerce market is about to explode! We’re talking a whopping €527.6 billion by 2025, with Europe as the third-largest market leading the charge.

Even though some businesses are still feeling the aftershocks of the pandemic, Western Europe is bouncing back in a big way. Over two-thirds of shoppers in France, Germany, Italy, Spain, and the UK are already whipping out their smartphones and tablets to shop online.

This resurgence means a massive opportunity could be right at your doorstep – literally, for European businesses! But hold on a sec–don’t let the geographical proximity fool you. Things can get tricky quickly between tax intricacies, unique regulations, and some head-scratching cultural nuances.  

Here’s the thing: taking your online store global requires a shift in perspective. The world’s a big stage, and things like energy price hikes, talent shortages, and even keeping up with digital trends can have a domino effect on the ecommerce landscape.

Customers are no longer just shopping; they’re making conscious choices. 70% of consumers are willing to pay more for companies that align with their values and prioritise ethical practices. That’s a powerful statistic, and we can definitely get behind it! By demonstrating a commitment to ethical practices, you’re not just doing the right thing, you’re also building brand loyalty and attracting a customer base that’s invested in your mission.

So, are you ready to conquer the world (or at least Europe, for starters)? This guide is your roadmap to navigating global ecommerce with those cultural nuances in mind. Let’s dive deep and unlock the secrets to international online store success!

Source: Getty Images

Part 1: The Evolving Global Ecommerce Landscape

Let’s zoom out and explore the big picture of global ecommerce. The global ecommerce landscape is dynamic, constantly evolving with changing consumer demands. While savvy shoppers are setting the bar high, expecting sustainable practices and crystal-clear delivery times, successful brands are adopting winning strategies to stay ahead of the curve. This section will explore these evolving consumer trends and unpack the key strategies brands can implement to not only thrive but shine in the global marketplace.

The Green Rush: Why Consumers Are Embracing Eco-Conscious Brands

The way we shop online is changing. Gone are the days when price was the sole deciding factor for online stores. Today’s consumers, especially younger generations, are increasingly willing to pay more for products that align with their values. This includes a growing demand for eco-conscious online stores that prioritise sustainability throughout their operations.

Why the Shift?

The cost-of-living crisis forced some to prioritise affordability over eco-friendly options. However, recent reports like the Attest Consumer Trends Report show a significant rebound:

  • +12.2% increase in willingness to pay a premium for environmentally friendly/ethical products (2023 vs. 2024).
  • Fewer price-conscious shoppers: The percentage unwilling to pay extra for green products dropped from 53.6% to 41.4%.
How much premium consumers will pay for green products


No Data Found


No Data Found

Source: Attest UK Consumer Trends 2024

This trend aligns with the concept of ethical consumption, a value-based approach to buying. It encourages consumers to be mindful of their online purchases’ impact on people, communities, and the environment.

What Makes an Online Store Eco-Conscious?

Eco-conscious online stores go beyond simply selling products. They:

  • Prioritise Sustainable Practices: They use recycled/organic materials for packaging and potentially even their products, adopt energy-efficient processes in their warehouses and fulfilment centres, and minimise waste throughout their online store operations.
  • Embrace Transparency: They openly communicate their environmental efforts and the materials they use on their website. This could include information about their sourcing practices, packaging materials, and any carbon offsetting initiatives.
  • Source Ethically: They ensure minimal environmental damage and fair treatment of workers throughout their supply chain. This might involve working with certified sustainable suppliers and manufacturers.
  • Drive Innovation: They constantly seek ways to reduce their environmental footprint, like developing eco-friendly packaging options or offering carbon-neutral shipping methods for your online store.

Understanding Eco-Literacy

Eco-literacy plays a crucial role here. The more informed consumers are about products and their environmental impact, the more likely they are to make conscious choices. This knowledge translates to a shift in purchasing behaviour. Consumers are moving beyond the “less is more” mentality and embracing ways to make their regular online shopping habits more eco-friendly.

Source: Pexels (Ron Lach)

What this means

The demand for eco-conscious online stores is a powerful force shaping consumer behaviour. By aligning with these values, your online store can not only attract a growing customer base but also contribute to a healthier planet for everyone.

Pro Tip:

Consider incorporating eco-conscious practices into your own online store model. This could involve offering eco-friendly packaging options, carbon-neutral shipping, or highlighting eco-conscious product lines. Not only will this resonate with environmentally conscious consumers, but it can also help you stand out from the competition in the online marketplace.

Building Trust: Transparency is Key to Global Ecommerce Success

Before we delve into global expansion, let’s address a crucial element for success in any online store: transparency. This is especially important when catering to international customers who might be unfamiliar with your brand or unsure about the buying process.

Here’s why transparency is key:

  • Lower Cart Abandonment Rates: A whopping 47% of customers abandon their carts due to extra costs like unexpected taxes or shipping fees at checkout. By being upfront about all potential costs from the beginning, you can avoid surprising customers and encourage them to complete their purchases.
  • Clear Delivery Timelines: In today’s world of instant gratification, uncertainty around delivery times can be a major turnoff. Providing clear and realistic timelines for international shipping builds trust and sets expectations for your customers.
  • Building Trust: Transparency goes beyond costs and shipping. Providing clear information about your return policy, products, and customer service channels demonstrates your commitment to a smooth and hassle-free shopping experience.

Using Data to Optimise Transparency:

Data analytics are your best friend when it comes to understanding your international customer base and optimising your online store for global success. Tools like Google Analytics can help you identify regions with high website traffic but low conversion rates. By digging deeper into this data, you can discover potential roadblocks that might be causing international cart abandonment.

For example, you might find that customers from other European countries are abandoning their carts at checkout because:

  • You don’t offer checkout in their local currency.
  • Prices aren’t displayed including duties and taxes.
  • The checkout form lacks essential address fields for international addresses.
  • Some things may be getting lost in translation.

Addressing these issues by offering localised checkout options, clear pricing with all costs included, and appropriate address fields can significantly improve your conversion rates.

What this means:

Transparency builds trust, which is essential for converting website traffic into loyal customers, especially in the global marketplace. By providing clear information about pricing, shipping times, and your return policy, you can address common customer concerns and create a smooth and trustworthy shopping experience that drives sales and reduces cart abandonment.

Conquering the Global Ecommerce Landscape

The global ecommerce market is booming, and savvy brands are seizing the opportunity to expand their reach. But success requires adapting your online store to a new game board to meet the needs and expectations of international customers.

By embracing these trends, you can:

  • Attract a wider customer base: Eco-conscious practices and transparent communication resonate with today’s values-driven consumers.
  • Boost Sales: Reduced cart abandonment due to transparent pricing and clear shipping information leads to more conversions.
  • Build Brand Loyalty: Trust is the foundation of any successful customer relationship. Transparency fosters trust and encourages repeat business.

Now, let’s explore strategies for catering to diverse cultural preferences and navigating the power of localisation.

Source: Burst (Thom Bradley)

Part 2: Adapting Your Online Store for Global Customers

Customers around the world come with diverse preferences and expectations. We must go beyond simple translation to truly connect with these global shoppers. This section dives into the world of cross-cultural considerations, exploring how understanding these nuances can elevate your online store experience. We’ll also unpack the power of localisation – from currency formats to culturally relevant design elements – to ensure your brand speaks volumes (in the right language) to your international audience.

The journey to a successful global online store starts with understanding how cultural differences impact your target audience. Brand owners must understand and cater to their unique cultural preferences to truly resonate with international customers.

Catering to Cross-Cultural Preferences

In contrast to the UK, where search engines reign supreme for online shopping journeys, many international consumers rely heavily on social networks. Platforms like Instagram and WeChat play a significant role in product discovery and purchase decisions for international shoppers. 

This “social network perspective” means incorporating social media marketing strategies tailored to each region is crucial for reaching your target audience. Engaging content, influencer partnerships, and social commerce features like “buy buttons” can be powerful tools to drive sales in these regions.

You may also like...


Worried that the next Instagram algorithm change could send your brand engagement plummeting? You're not alone. In today's digital landscape, depending on social media can be a recipe for disaster. But what if there’s a way to build a thriving brand that transcends the whims of ever-changing algorithms?

By Caroline McQueen ACIM

May 15, 2024

Adapting Design and Messaging

A successful global online store goes beyond language. To truly resonate with international customers, you need to localise your online store experience. This involves:

  • Cultural Sensitivity: Adapt your design, messaging, and product offerings to cater to your target markets’ specific preferences and cultural norms. For example, colour palettes, imagery, and humour can have different interpretations across cultures.
  • Tailored Marketing Calendars: Different cultures celebrate different holidays and festivals. Adapting your marketing campaigns to these regional specificities allows you to connect with customers more deeply and leverage seasonal sales opportunities. For instance, in France, there are two mandatory sales periods a year that all businesses, including foreign online stores, must adhere to. Understanding these legal requirements is essential for a smooth launch.
  • Respecting Local Customs: Be mindful of local customs and business practices. In France, most businesses close down during the month of August for holidays. Knowing this lets you adjust your customer service operations accordingly and avoid frustrating customers during unexpected closures.

By taking the time to understand and adapt to these cross-cultural considerations, you can create a welcoming and culturally sensitive online shopping experience that fosters trust and loyalty with your global audience.

Website Localisation: The Technical Side of Going Global

We’ve established the importance of cultural sensitivity and tailoring your online store for international audiences. Now, let’s delve into the technical aspects of website localisation.

The language barrier poses a significant challenge for online stores. Research shows that 75% of people prefer to shop in their native language, and a staggering 60% are unlikely to purchase from English-only websites. However, ecommerce localisation goes a step further than simply translating your website content. It’s about creating a personalised shopping experience for each visitor based on their location.

People's Language Preferences When Shopping Online

No Data Found

Source: CSA Research

Here’s what that entails:

  • Currency & Pricing: Imagine a potential French customer landing on your ecommerce website with prices not displayed in Euros. Not ideal, right? Localisation automatically adjusts prices to the visitor’s local currency, ensuring they see the total cost upfront and eliminating any confusion at checkout.
  • Domain Extensions: Consider using country-specific domain extensions (e.g., .fr for France, for the UK, .nz for New Zealand, etc.) to enhance search engine visibility and establish a local presence. This can also build trust with customers who might be wary of generic .com domains.
  • Language & Content: Professional translation of your website copy is crucial. Go beyond just translating words; ensure the tone, style, and cultural references resonate with your target audience. For example, our example highlighted the importance of using French website copy and avoiding English slang in France, where only 31% of the population speaks English fluently.
  • Imagery & Design: Cultural sensitivities extend to visuals too. Images and design elements should resonate with your target audience. For example, a UK-based activewear brand might feature models wearing winter workout gear on its website during the colder months in Australia and New Zealand.
  • Payment Methods: It is crucial to offer popular payment options in each region. While credit cards are widely accepted, local digital wallets and alternative payment methods might be preferred in certain markets.

The Benefits of Localisation

Ecommerce localisation unlocks a treasure chest of benefits for online stores venturing into the global marketplace. It levels the playing field by creating a competitive advantage – studies show nearly half of all consumers prioritise brands with a local presence. Localisation fosters trust and attracts new customers whom a generic, one-size-fits-all online store might have turned off. This translates to increased market share and a slice of the massive $5.5 trillion global ecommerce pie. 

However, the benefits go beyond customer acquisition. Localisation can improve conversion rates for your online store by reducing cart abandonment due to transparent pricing in local currency and a more user-friendly experience. It can even lead to faster delivery times by facilitating regionalised inventory. 

In short, website localisation isn’t just about technical adjustments; it’s about creating a welcoming and culturally sensitive online experience that paves the way for your online store’s global success.

Source: Unsplash (Tima Miroshnichenko)

Part 3: Navigating the Global Marketplace

Borders no longer confine the world of online shopping. But while your products can zip across continents with a click, global ecommerce logistics can get a little complicated. This section tackles the nitty-gritty of international shipping and fulfilment, helping you navigate the best options to keep your customers happy. We’ll also delve into the world of compliance and regulations – those sometimes-daunting legalities that can trip you up. Don’t worry, though, by understanding these aspects, you can ensure a smooth and compliant journey for your brand in the global marketplace.

Conquering Logistics for Global Ecommerce Success

Reliable and affordable international shipping options are the backbone of any successful online store venturing into the global marketplace. Customers today expect a seamless shopping experience, including clear delivery timelines and cost transparency. Offering various international shipping options at competitive rates allows you to cater to a wider audience and remain competitive.

However, navigating international logistics requires a keen eye on the ever-evolving global supply chain. Recent disruptions caused by everything from political unrest to labour shortages have highlighted the importance of flexibility and adaptability.

Why Reliable Shipping Matters:

  • Customer Satisfaction: Today’s online shoppers expect fast, affordable, and reliable delivery, regardless of their location. An online store with limited or unreliable shipping options risks losing customers who can easily find similar products elsewhere.
  • Competitive Advantage: Offering a variety of reliable and affordable international shipping options sets your online store apart from competitors who might struggle with limited logistics networks.
  • Supply Chain Savvy: Being aware of potential supply chain challenges and having contingency plans in place is crucial for maintaining a smooth flow of goods to your international customers.

A Case Study in Effective Online Store Logistics: Allbirds

Screenshot of Allbirds homepage
Source: Allbirds

Allbirds, a popular sustainable shoe company, exemplifies the importance of efficient logistics for a successful online store. Their initial success in the US relied heavily on a strong point-of-sale system that facilitated smooth in-store and online transactions. However, Allbirds recognised the need to adapt their approach when expanding internationally. Here’s how logistics played a key role in their global strategy:

  • Understanding Regional Variations: Allbirds partnered with a local ecommerce platform in China to address cultural nuances and customer expectations in that market.
  • Omnichannel Integration: Their point-of-sale system enabled a seamless omnichannel experience, enabling them to offer an “endless aisle” option. This option allowed customers to purchase out-of-stock items in-store, with fulfilment happening directly from the warehouse.

The Road to Global Success

By prioritising reliable and affordable international shipping options and implementing a flexible logistics strategy that can handle potential disruptions, your online store can navigate the complexities of the global marketplace. Remember, a well-oiled logistics machine is essential for building trust and ensuring customer satisfaction, ultimately paving the way for your online store’s global success.

Navigating the Legal Landscape of Global Ecommerce

The global ecommerce landscape is exciting, but operating within the legal framework of each market you enter is crucial. This ensures you protect your business and, more importantly, your customers.

Data Privacy Regulations:

Understanding and complying with data privacy regulations is paramount in today’s data-driven world. Laws like the EU’s GDPR and California’s CCPA dictate customer data collection, use, and protection. Transparency is key – customers have the right to know what information you’re collecting and how you use it.

Trade Agreements and Customs:

International trade involves navigating customs regulations and import/export duties. Familiarise yourself with trade agreements between your home country and your target markets. Tools like the International Trade Administration’s FTA Tariff Tool can help estimate these obligations. Understanding these regulations lets you price your products competitively and avoid unexpected customs delays.

Staying Compliant:

While this information provides a starting point, consulting with a qualified ecommerce lawyer is highly recommended. Laws are constantly evolving, and seeking professional guidance ensures your online store operates within the legal boundaries specific to your business and target markets.

Conquering the Global Market: Key Takeaways

The global marketplace presents a wealth of opportunities for online store growth. By following these key takeaways, you can effectively adapt your online store for international audiences:

  • Localisation is King: Cater to your international audience by localising your website, offering competitive pricing in local currencies, and using relevant imagery and messaging.
  • Logistics Matter: Provide a seamless shopping experience with reliable, affordable international shipping options. Be prepared to adapt to supply chain disruptions with a flexible approach.
  • Compliance is Essential: Understand and comply with data privacy regulations and international trade agreements. Seek guidance from a qualified ecommerce lawyer to ensure legal compliance.

Ready to take your brand international?

Impulsiv offers a comprehensive suite of services designed to empower businesses like yours on their global expansion journeys. Download our brochure to explore how we can help you navigate cultural nuances, build a localised online presence, and succeed in international markets.

Don’t hesitate to contact our team of experts today! We’ll guide you through the process and help you turn your global ambitions into a reality.

Meet the author
Caroline McQueen ACIM
I help ambitious founders launch and scale unforgettable brands that effortlessly attract customers around the web and offline — without blowing the budget on social ads (Zuck that!) Off the clock, I enjoy Netflix marathons, French lessons, and exploring my local farmer’s market for culinary adventures.
growth design

Want to predictably grow your online store?

(We can't see you, but we guess you're nodding)

Sign up for the latest insights and must-read advice from Impulsiv, so you don’t miss out on the conversation.

Recent Articles




Let's talk shop!

Feeling curious? Fill out the form below, and we’ll spill the tea on our secret brand-building formula (just kidding, kind of!)

Join the Community

Sign up for exclusive content, emails & things we won't share anywhere else

By entering your info, you’ll become an Impulsiv Community Insider – with FREE access to exclusive insights, private Q+As, and inspiring content sent with 💜 to your inbox. (Unsubscribe anytime with a click.) You also agree to our Terms of Use and Privacy Policy.

We care about your privacy

This website stores cookies on your computer. We use them to improve your experience and provide more personalised services to you, both on our website and through other media. To find out more about the cookies we use, see our privacy policy (baked goods not included).