How to set cross-border sales for an ecommerce business

  • 2023-07-29

E-commerce businesses have revolutionized the retail industry, providing customers with a convenient way to shop from the comfort of their own homes. With the global reach of the internet, e-commerce businesses have the potential to expand their reach beyond national borders and tap into new markets. Cross-border sales can offer a wealth of opportunities for e-commerce businesses, including increased revenue, an expanded customer base, and higher brand visibility.

However, selling to customers in different countries can be a challenging process. There are numerous factors that e-commerce businesses need to consider before expanding their operations overseas. In this article, we will provide general advice on how to set up cross-border sales for an e-commerce business.

What are the benefits of starting to sell globally?

Expanding into global markets can offer a range of benefits for businesses, including increased revenue, access to new customers, and opportunities for growth. For example, the number of Internet users who have bought something online increases dramatically every year:


Here are some specific benefits of starting to sell on the wealthiest markets of the world:

The USA is the world's largest e-commerce market, and more than 80% of American shoppers make online purchases every month. UK Market:

41% of UK consumers make cross-border purchases every year, with 33% of those consumers making purchases from the USA.

The most popular product categories purchased on-line in Italy and Spain were electronics and media, fashion, and toys, hobby, and DIY products, according to Statista. This means that there’s a wide range of goods you can choose to sell.

You can find more fascinating facts in the infographic:


By understanding these trends, businesses can tailor their products and marketing strategies to better appeal to these consumers.

What are the challenges and solutions for selling internationally from Baltic countries?

Selling from the Baltic countries to the USA and European markets can present unique challenges for e-commerce businesses. Here are some of the most common challenges and potential solutions:

Because of the language and cultural differences, customers in different markets may prefer to shop in their native language, and may have different expectations for product descriptions and customer service.

To overcome these barriers, businesses should invest in translation services and ensure that their website and product descriptions are localized for each market. It can also be helpful to hire customer service representatives who are fluent in the target language.

Shipping products internationally can be complex and expensive, and customers in different markets may have different expectations for shipping times and costs.

To overcome these problems, businesses should be transparent about shipping times and costs on their website, and consider offering free shipping or other promotions to incentivize customers to make purchases.

Clients in different markets may have different payment preferences and requirements.

To solve this problem, businesses should offer a variety of payment options to accommodate customer preferences, such as credit cards, PayPal, and local payment methods.

Each market has its own legal and regulatory requirements for e-commerce businesses which can be complex and time-consuming to navigate.

Businesses should ensure that they are compliant with local laws and regulations. They may need to hire local legal counsel or consultants to assist with compliance efforts.

By understanding these challenges and potential solutions, Baltic e-commerce businesses can successfully expand their sales to the USA, the UK, and any European markets. Businesses can build trust with customers and establish a strong presence if they overcome all the above difficulties.

How to set up cross-border sales?

Start with researching target markets and customer preferences in different countries. Before expanding into new markets, e-commerce businesses should conduct thorough research on the target markets. This includes analysing consumer preferences, buying behaviour, and cultural nuances. Understanding the unique characteristics of each market can help businesses tailor their product offerings and marketing strategies to appeal to local customers.

Understand local laws and regulations for e-commerce businesses. Different countries have different laws and regulations regarding e-commerce businesses. It is crucial for businesses to understand the legal requirements for selling in each market, such as taxes, customs duties and data protection laws. Failure to comply with local laws can result in legal penalties and damage to the business's reputation.

Optimize website and product descriptions for local languages and currencies. To appeal to local customers, e-commerce businesses need to ensure that their website and product descriptions are available in local languages and currencies. This can enhance the customer experience and build trust with local customers. Additionally, businesses should consider adapting their website design and layout to suit local preferences.

Choose the right shipping and logistics solutions. Shipping and logistics can be a significant challenge for cross-border sales. Businesses need to choose the right shipping and logistics solutions to ensure timely delivery and minimize shipping costs. This may involve partnering with local logistics providers or using third-party shipping companies that specialize in international shipping.

Provide excellent customer service and communication. Effective communication and excellent customer service are essential for building trust and maintaining customer loyalty. E-commerce businesses should ensure that they have a reliable customer service team that can communicate with customers in local languages and respond promptly to queries and concerns.

In conclusion, setting up cross-border sales for e-commerce businesses can be a challenging but rewarding endeavour. Businesses can tap into new customer segments, increase revenue streams, and gain a competitive advantage. However, to succeed in international markets, businesses must be prepared to navigate language and cultural barriers, shipping and logistics challenges, payment processing complexities, and legal and regulatory compliance requirements.

One potential solution that can address all of these challenges is With its global network of warehouses and logistics partners, WAPI can provide businesses with a comprehensive suite of solutions for cross-border sales. By leveraging WAPI's expertise in international e-commerce, businesses can simplify their operations, reduce costs, and accelerate their growth in global markets.

The key to success in cross-border e-commerce is to prioritize customer needs and preferences, and to provide localized products, marketing, and customer service. By taking a customer-centric approach, businesses can build trust and loyalty with customers in different markets and establish a strong and sustainable presence on the global e-commerce landscape.