How to sell products internationally: Insights and strategies for global growth

Businesses that expand into international markets gain numerous opportunities to increase company revenue. Fortunately, global growth has never been easier.

Emerging international markets, such as India, Mexico, and the Philippines, see continued e-commerce sales growth each year, making them particularly attractive for up-and-coming companies that want to start selling internationally. However, selling products in international marketplaces poses unique challenges that require a careful strategy.

This guide will explore the benefits and challenges of international e-commerce and outline how to sell products online internationally so you can expand your business.

Benefits and challenges of selling products abroad

Today, technology allows businesses of any size to sell products to international buyers. You can build a global storefront on platforms like Shopify and WooCommerce in just a few clicks.

But should you? Consider these advantages and roadblocks to decide whether you’re ready to reach shoppers worldwide:

Benefits of selling internationally

Whether you run a small e-commerce dropshipping store or a large corporation seeking untapped markets, you stand to gain the following benefits when you start selling products abroad:

• New buyers: Each new market entry brings millions of potential buyers for your e-commerce business. The more markets you enter, the bigger your revenue potential becomes.
• Competitive advantages: Selling globally gives you an edge over domestic competitors by diversifying your customer base. Expansion is often easier than carving out a niche in a saturated market.
• Cost reduction: Some international markets offer lower manufacturing, fulfillment, and advertising costs. In addition, partnering with third-party logistics companies in other countries makes international shipping easier and more affordable.
• Year-round seasonal opportunities: Seasonal items have limited appeal outside their peak selling period. However, summer and winter are inverted in the Northern and Southern Hemispheres, so selling internationally ensures your stock is always in season. In addition, your e-commerce store can leverage numerous regional holidays to sell specialized products.
• Increased brand awareness: Selling products overseas builds credibility and increases brand authority. A reputation for global success also attracts interest from other businesses seeking international partnerships.

Challenges of global e-commerce

Despite the benefits of selling internationally, you shouldn’t ignore its challenges. Watch out for these obstacles to global selling:

• Payment processing and currency exchange: Customers prefer paying in their local currency, but conversion fees and exchange rate fluctuations can impact pricing and profits.
• Cultural and language barriers: Storefront localization is vital for international engagement. Poorly translated product descriptions or marketing messages create confusion and damage a business’s credibility. Buyers in different countries also have unique preferences and purchasing behaviors that impact sales. Adapting online content and messaging for each market takes time and resources.
• International customer support: Providing customer service across multiple time zones is complex and resource-intensive. Language barriers also make inquiries, complaints, and returns more challenging.
• Legal and regulatory compliance: Laws governing e-commerce, data privacy, and consumer protection vary by country. Some products may also face restrictions or require certifications. Businesses must research each new target market’s regulations to prevent costly penalties or bans.
• Supply chain management: Businesses need accurate demand forecasting to manage inventory and avoid stock shortages across multiple markets. Warehousing and fulfillment centers add another layer of complexity to cross-border logistics.

How to start selling products overseas in 5 steps

Expanding your e-commerce business to international markets can open up massive opportunities, but it’s not as simple as shipping products across borders. A few vital steps will help you reach global buyers and avoid common roadblocks, such as high shipping costs, payment issues, and customs delays.

1. Identify suitable target markets

Demand isn’t the only consideration when selling internationally. Many businesses chase the biggest markets, assuming more people means more sales. However, a high-population country with strong spending power doesn’t guarantee success if the marketplace is oversaturated or your product doesn’t align with local preferences.

Established competitors prove that your product is in demand, but you’ll have to make a heavy investment to overcome their head start. Instead of looking at markets where similar products are already selling, find places where your product can fulfill an unmet need.

Strategic market research examines the economic and cultural factors that influence local shopping behaviors, purchasing decisions, and demands. This information will help you adapt your product and marketing strategies to match local expectations.

2. Research international shipping

Every country has distinct import regulations, customs duties, and shipping networks that can impact delivery times and expenses. Overseas shipping costs and customs fees quickly eat into profits, while delays at border checkpoints can frustrate customers.

Businesses can avoid these issues by researching customs requirements, classifying products with appropriate Harmonized System (HS) codes, and staying updated on international shipping policy changes.

3. Set up international payments

Global businesses need to offer diverse and flexible payment methods. Credit cards, digital wallets, and region-specific payment systems (e.g., Alipay or Klarna) can streamline checkout for international shoppers. Ensure your e-commerce platform supports multiple currencies so shoppers can view prices in their local currency and avoid surprise conversion fees.

4. Select your sales channel

Businesses can sell to foreign markets directly from their websites, through international marketplaces like Amazon or eBay, or via partnerships with local retailers. Many brands establish international e-commerce stores with Shopify, which offers built-in features and plugins for currency conversion, local payment methods, and multilingual support.

5. Localize your website and product pages

Translation and localization are critical for international sales. Buyers won't complete an order if they don’t understand what they’re purchasing.

Many eCommerce platforms, like Shopify, integrate directly with translation solutions to simplify and accelerate website translation. For example, Smartling’s Connector for Shopify allows users to send their Shopify content—such as product descriptions, checkout pages, and more—directly to Smartling for professional translation, without ever leaving the Shopify environment. This seamless workflow removes manual effort and speeds up the translation process, helping brands connect with consumers across the globe, no matter the language.

Start selling globally and reach worldwide audiences with Smartling

Global expansion requires strategic planning and careful resource allocation. Your business must connect with international shoppers in their native language to earn trust and increase sales. Smartling makes the translation process easy and efficient.

Smartling guarantees a consistent, localized experience for global customers. Our all-in-one translation solution helps e-commerce brands quickly localize their websites by integrating directly with existing platforms. Shopify users, for example, can use Smartling’s Shopify integration to translate their storefront into any language and deliver consistent, localized shopping experiences with ease. 

Want to reach more shoppers without breaking your budget? Download our free eBook, “10 Strategies to Boost Translation Efficiency.” You’ll discover how to leverage automation, optimize your translation mix, and make data-driven decisions for a smooth global expansion.

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What’s the best sales channel for overseas markets?

Your product, budget, and target market will influence your sales approach. The following channels offer varying levels of control and support:

• Online marketplace (Amazon, eBay, Alibaba): These platforms reach countless global buyers. They simplify logistics, but sellers face high fees and stiff competition.
• E-commerce storefront (Shopify, WooCommerce): A self-managed online store provides complete control over branding, pricing, and customer data but requires greater investment in independent marketing and fulfillment.
• Local distributors and wholesalers: Partner with established businesses in target markets to handle sales and mitigate legal and cultural barriers.
• Social media and influencer marketing (Instagram, TikTok, and Facebook): Many brands leverage social media platforms to build demand, test markets, and drive sales before a wider launch.

What is the best marketplace to sell online worldwide?

The ideal online marketplace depends on your business’s needs. Some offer robust logistics solutions, whereas others allow greater customization for international SEO. Here are some of the most popular options:

• Amazon offers global reach and Fulfillment by Amazon (FBA) for streamlined logistics. It’s best for high-demand, competitive products.
• eBay provides flexibility so brands can test demand in various international markets. Excellent for niche, used, or collectible items. 
• Alibaba specializes in B2B sales and bulk orders. It's useful for expanding manufacturers and wholesalers.
• Etsy caters to a global audience of craft enthusiasts—perfect for handmade, vintage, or artistic products.
• Shopify is best for businesses that want total control over pricing, branding, and multi-currency support. Requires independent fulfillment.

Do I need an export license to ship internationally?

Most consumer products don’t require an export license, but technology, medical supplies, military equipment, and restricted goods may need approval. Licensing and regulation rules vary by country, and some have embargoes limiting sales. The Export Control Classification Number (ECCN) system helps determine restrictions.

If you’re using on-demand production or localized fulfillment (e.g., Shopify’s global partners), you may not need an export license at all. These options greatly simplify international shipments.