How do you scale an online store internationally?

Starting an online store is much easier today than it was a few years ago. There are countless platforms that allow you to get online within a matter of days and begin shipping your first orders.

But that is also where the real work actually begins.

How do you ensure that your online store continues to grow? How do you consistently attract more visitors? And how do you eventually take the step towards becoming an international online store?

It is certainly not unusual for entrepreneurs to remain stuck at roughly the same level of revenue for years. And no, this is not necessarily because of their products. More often, what they are missing is a clear vision. A plan for growth.

If you only invest in advertising occasionally and post a sporadic message on social media every now and then, your business will never truly get off the ground.

It is time to take a different approach.

Why a strong foundation is crucial

Before going international, it is wise to take an extremely critical look at your online store.

Think of it as an apartment building. You may want to add as many extra floors as possible, but if the foundations are not strong enough, you will eventually run into all kinds of unexpected problems.

Ask yourself the following questions:

• Is my website fast enough?
• Is the ordering process as simple as possible?
• Is my conversion rate properly optimised?
• Do enough customers return to make a second purchase?
• Do I have a clear overview of all my figures?

If the foundations of your business are not in order, any existing problems will only become larger once you begin attracting more visitors or serving international customers.

Growing your online store: a step-by-step plan

Do you want to grow your online store? Do not try to tackle everything at once. Follow the steps below for a smarter and more structured approach.

Step 1: Understand your target audience inside out

Many online stores try to appeal to ‘everyone’. That may sound attractive, but in practice, it often has the opposite effect.

The better you understand who you are selling to, the easier it becomes to convince visitors.

Consider questions such as:

• What problems does your ideal customer face?
• Why would someone choose your product?
• What doubts might a potential buyer have?
• What information is someone missing before placing an order?

Once you can answer these questions, every form of communication with your existing and prospective customers will automatically become much stronger.

Step 2: Continue optimising your online store

An online store is never truly finished.

In fact, the best-performing online stores are constantly making small improvements. Sometimes a change may seem so minor that it hardly appears worth the effort, yet it can still make a significant difference to your monthly revenue.

Common examples include:

• Faster loading times
• Better product photography
• Clearer calls to action
• Shorter checkout processes
• More customer reviews

All these small improvements work together to ensure that your conversion rate gradually continues to rise.

Step 3: Invest in organic traffic

Paid advertising can generate a large number of visitors. There is absolutely nothing wrong with that.

However, it is still wise to invest in organic traffic from search engines alongside your paid campaigns.

By creating valuable blogs, category pages and product pages around relevant keywords, you can attract more free visitors to your website month after month.

This also makes you less dependent on advertising budgets. Particularly in the long term, it can lead to reliable and stable growth.

Step 4: Encourage customers to return

Acquiring new customers is important, but retaining existing customers is arguably even more valuable.

Someone who has already had a positive experience with your business is often easier to convince to make another purchase, especially when compared with someone who is completely unfamiliar with your online store.

Focus on building long-term customer relationships. You can do this through email marketing, such as newsletters, personalised offers or excellent customer service.

When handled properly, a satisfied customer can generate much more value than ‘just’ a single order.

How do you scale an online store internationally?

Once your online store is performing well in the Netherlands, one question will inevitably arise sooner or later:

“Can we also start selling internationally?”

The answer is often yes, but with a small condition.

Running an international online store involves much more than simply publishing an English translation of your website.

#1: Start with one new country

A common mistake is trying to conquer all of Europe immediately. This may sound like an ambitious plan, but it often makes the process unnecessarily complicated.

Start with one country first.

Research the local competition, the level of demand for your products and the payment methods and shipping options commonly used in that market.

#2: Adapt your online store to the country

Customers are generally more likely to buy from an online store that feels familiar and trustworthy. This means you need to account for local expectations.

For example:

• The correct language
• The local currency
• Familiar payment methods
• Clear shipping information
• Local customer service

The better your online store fits the market in which you are selling, the greater the likelihood that visitors will actually become customers.

#3: Think carefully about international logistics

Shipping within the Netherlands and Belgium is very different from delivering orders internationally.

You need to consider the following questions:

• What are the shipping costs?
• How long will delivery take?
• How will returns be handled?
• Which carrier is the most suitable?

A customer who has to wait several weeks for an order is unlikely to return.

#4: Take local legislation into account

Finally, laws and regulations can differ considerably from one country to another. Matters to consider include:

• VAT rules, such as OSS and local VAT registration
• Product compliance
• Extended producer responsibility
• Privacy legislation
• Local return requirements
• Possible economic operator requirements

It is wise to research these matters properly in advance, so you do not have to spend your time putting out fires later.

Do you need expert advice tailored to your situation? At Redjumla, we are ready to help manage the international expansion of your e-commerce business.

FAQ

How can I grow my online store?

You can grow your online store by first establishing a solid foundation. Optimise your website, improve the user experience, invest in SEO, collect customer reviews and encourage existing customers to return.

When is my online store ready for international expansion?

An online store is ready for international expansion when it generates stable revenue in its domestic market, its processes are properly organised and its logistics, customer service and marketing can be scaled easily.

You should also make sure you have sufficient insight into all the relevant figures before entering new markets.

What do I need for an international online store?

An international online store requires more than just a translated website. You need local payment methods, an appropriate shipping strategy, reliable customer service, knowledge of local legislation and content that resonates with the target audience in that particular country.

What is the biggest mistake when scaling an online store internationally?

The biggest mistake is trying to expand into too many countries at once. It is advisable to begin with one or two new markets, optimise your approach there and then use the experience you have gained to scale further.