How to Sell Internationally on Shopify? (Must Knows in 2024)

I recently wrote a blog on setting up international shipping on Shopify, where I covered the technical steps involved before, during, and after selling internationally.

While writing it, I realized that selling internationally is about more than just the technical setup.

Without the right strategy and tools from the start, you could end up putting a lot of energy and hope into offering global shipping, only to see little to no sales in return.

Get a feel for regional consumer preferences

Before diving into regional strategies, a helpful starting point is to analyze your traffic in Google Analytics (GA) to see where your users are coming from.

Focus on areas where you already have some traffic traction, as this can provide valuable insights and a foundation to build upon.

#1 Asia

Asia is a huge and diverse market. Success here depends on understanding cultural nuances and local consumer behavior.

In Japan, for example, precision and reliability in product delivery are highly prized. In China, platforms like WeChat and Alipay are dominant, so integrating these payment methods is non-negotiable.

#2 Europe

Europe is characterized by its diverse languages, customer protection and heavy regulations. GDPR compliance is critical when dealing with European customers.

Offering content in local languages like German, French, and Spanish is expected in developed European countries, as these customers are accustomed to brands—both local and global—targeting them personally in their native language.

#3 USA

The US market is highly competitive but rewarding. American consumers value great customer service and fast shipping.

Tools like Shopify’s integration with USPS can streamline shipping processes. Also, consider sales tax obligations, which can vary widely between states.

Choose the right tools

#1 Shopify apps

Shopify's ecosystem is equipped with apps designed to simplify your international expansion. Fully utilizing these tools can automate and optimize your processes.

I recently wrote a blog about the best Shopify translation apps to help you find the right fit for your needs.

Here are some other useful Shopify apps to help your international operations:

Avalara automates tax compliance, reducing workload and minimizing errors.
ShipStation simplifies shipping and fulfillment across multiple carriers.
Plug in SEO helps optimize your store for search engines to increase traffic.
Smile.io enables you to set up reward programs to boost customer loyalty and repeat business.
Bloggle makes blogging easy by helping organize posts, schedule publications, and track engagement.

Payment gateways

Choosing the right payment gateway is crucial. While Shopify Payments simplifies transactions in many countries, in places where it isn’t available, alternatives like PayPal or Stripe become necessary.

Offering local payment methods can drastically increase your conversion rates.

Strategic planning

Know your product’s international appeal

Understand which products in your inventory are likely to appeal to various international markets.

There are two ways to choose target countries for targeting internationally:

By analyzing existing overseas traffic

If your store is already attracting traffic from international visitors, you can use this data to identify which countries show the most interest in which products.

This allows you to focus on markets where there is already a demand.

To identify which countries are driving traffic to your website, Google Search Console provides detailed insights:

Go to the "Performance" Report
Apply the Country Filter:

Click on the "Country" tab. This will display a list of countries where your site's visitors are located, sorted by the number of clicks from each region.

Analyze the Data

The report shows how many clicks your site received from each country, how often your site appeared in search results there, the percentage of impressions that led to clicks (CTR), and your site's average ranking in that country.

You can also filter by specific pages to see which products are attracting the most traffic from different countries, helping you understand which items are popular in each region.

Research High-Potential Markets

Another way to expand is by researching which countries are most likely to be interested in your products, and then creating strategies to attract traffic from those regions.

You can use tools like Ahrefs or SEMrush for this:

In Ahrefs/SEMrush, go to the keyword research tool.
Set the country filter to the specific region you want to explore.
Search for relevant keywords related to your products to see which terms are popular in those countries.
Analyze the competition level and search volume to find high-potential markets.

This method helps you focus on countries where demand is growing and competition is manageable.

Blogging on Shopify about trends and solutions for specific regions can connect you with international audiences.

Using Bloggle, a powerful Shopify blogging app, makes this process even easier.

Bloggle helps you create SEO-optimized content, feature products within your blog posts, and manage multiple authors.

Cultural adaptation

I've often heard that every street in the world has its own microculture, and my experiences in marketing have consistently proven this true. What might seem like a perfect design or an outdated one is simply a matter of one’s opinion.

Building a strategy based solely on your own opinion can be limiting. Instead, it's crucial to understand different cultures by observing what works there and adapting your brand to those insights.

This video is one of my favorites for design analysis because it introduces the idea that our understanding is typically confined to the narrow geographical and ideological spaces we operate within.

I hope it encourages you to open your minds, experiment with diverse design choices, and adapt to various cultures.

Japanese web design: weird, but it works. Here's why

What to be careful about

Regulatory compliance

Each country has its own rules regarding commerce, imports, and consumer rights.

Non-compliance can lead to fines or even a ban on selling to that country. So, thorough research and possibly legal consultation are necessary.

Shipping and logistics

Understand the logistics of how your products will reach international customers. Issues like delayed shipping times, high shipping costs, and customs clearance can turn off potential buyers.

Partnerships with reliable logistics providers like DHL or FedEx can mitigate these risks.

Preparing for success

Customer service

Prepare your customer service team to handle inquiries from international customers.

This includes training on cultural sensitivity, time zone differences, and possibly language skills. Having a multilingual customer support team can be a huge plus.

Website optimization

To succeed, you must have multi-currency pricing, clear shipping policies, and a mobile-friendly design.

Google Analytics and Search Console can help track which countries are visiting your site the most, allowing you to tailor your approach.

Conclusion

Selling internationally on Shopify is not just about shipping a product from A to B. It’s about understanding who B is, what B expects, and how best to meet those expectations under the framework of A’s capabilities and constraints.

With the right strategy, tools, and preparations, your international expansion can be profoundly profitable.

Listen to your customers, continually adapt, and always be prepared to learn and evolve.