Internationalizing with your webshop: this is how you do it strategically

The internationalization of your webshop is not a matter of translating and putting it live. It is a strategic process that starts with the right questions, the right choices and a marketing approach that is fully tailored to a new audience. Anyone who skips those steps is investing in a market without a foundation. In this blog, you can read how to tackle the internationalization of your webshop and marketing properly, from the first strategic choice to the implementation per channel. Read on and find out where to start.

Why do you want to cross the border?

The first question you have to answer when internationalizing your webshop is: why? It sounds obvious, but the answer determines everything. Do you want to tap into a specific neighboring market because you already see demand there? Are you looking for scale because the US market is becoming saturated? The goal drives the strategy.

At Outreachway we start every internationalisation process with a conversation about this. We think together with you about your brand identity in the new market and help you get a clear picture of what exactly you want to achieve. Only then do we take the first step.

What do you need to know about your new market?

Internationalization does not mean that you can copy the same approach to another country. Neighboring countries such as Canadaian or Mexico seem familiar, but buying behavior, expectations and sensitivities differ per market. For example, Canadaian consumers attach great importance to reliability and quality, and are more critical about return policy and product information than US buyers.

Do market research before you invest a single dollar in marketing. Who is your target audience there? What are the common payment methods in that country? Which laws and regulations apply to your product or industry? Also consider VAT obligations, consumer law and privacy rules that may differ per country. These are not details. Those who ignore them will run into hard limits early on. Thorough preparation is the basis of any successful internationalization of your webshop.

Which domain strategy do you choose?

The domain strategy is one of the first concrete choices when it comes to the internationalisation of your webshop. Are you going for a language version on your existing domain, via a subfolder like /us/, or are you starting a completely new domain like .us? Both options have advantages and disadvantages.

A new domain gives you the chance to build a strong local presence, but you need to build your online authority from scratch. A subfolder on your existing domain benefits from the authority you have already built up but provides less local recognizability and reliability. The right choice depends on your ambition, your time horizon and your budget.

How does the internationalization of your marketing work per channel?

The marketing strategy you use in the USA do not work one-to-one in another country. You have built up no brand awareness, no authority and no trust. The internationalization of your marketing therefore requires a new strategy, different activities and an adapted approach per channel. Below, we’ll go through the four most important channels and explain what each channel demands in a new market.

SEO: building authority takes time

SEO is a long-term investment, especially in a new market. Are you starting a new domain? Then the authority starts at zero. Link building, technical optimization and local signals therefore require extra attention. For example, think of a Google Business Profile with an address in the country you want to go to.

Indiscriminate translation does not work. The keyword research has to be completely redone, specifically for the new market. People in Canada or Mexico search differently. They use different terms and have different search intents. A simple translation of your US keywords does not give you a grip on the new market.

This also applies to your texts. Have them translated by someone with marketing experience in the country you want to internationalize to. After all, a technically correct translation is not yet a text that convinces and converts.

SEA: Provide visibility as SEO grows

Precisely because SEO takes time, it is wise to start SEA as soon as you enter the new market. Through Google Ads, you are immediately visible to people who are actively searching for your product in the country you went to. You don’t need to have built up an authority for that. In addition, the data from your campaigns provides valuable insights into the search behavior of your new target group, information that you can then also use for your SEO strategy. As a Google Certified Partner, we at Outreachway. how we make SEA profitable in a new market.

Social advertising and organic social

In a new country, brand awareness is completely lacking. A full-funnel strategy is therefore the basis: from awareness to conversion. Organic social media channels help strengthen your brand identity and create a consistent image. Make sure these channels are in order before you start advertising. A strong, recognizable profile gives confidence to an audience that doesn’t know you yet. Without that basis, the effect of paid campaigns on the socials is disappointing.

E-mail: first get the basics in order

Email marketing is a powerful channel at a later stage, but it requires good preconditions. Think of a newsletter subscription to your international webshop, a relevant pop-up and a correctly set up shipping infrastructure for the country you want to internationalize to. Without a well-built list of email addresses, email has no effect. Triggers and automated flows, such as abandoned shopping cart emails or welcome flows, are built up as soon as the basis is in place and the list is sufficiently large.

Technology and link building: what does a new market require?

The technology of your international webshop deserves specific attention. Hreflang tags help search engines understand which language version is meant for which country. Loading speed, mobile-friendliness and a reliable payment process with the common payment methods in the target country are basic conditions for an international webshop that converts.

Link building in a new country has to be built up from scratch. Local backlinks from relevant websites in the target country strengthen your authority faster than generic international links. Think of trade journals, industry organizations and local directories that are relevant to your product or service. This requires a targeted approach, fully tailored to the market in which you become active.

Ready to cross the border? Outreachway helps you on your way

There are best practices in the internationalization of your webshop and your marketing, but no two processes are the same. The market, the product, the ambition and the budget together determine which approach suits best.

Outreachway assists ambitious organizations in the internationalization of their webshop and marketing. From the strategic first step to the execution per channel. We will take you through the process. Every internationalisation process starts with a good conversation, so that together we can determine the smartest route for your internationalisation. Contact us and discover what we can do for your international growth.

Frequently asked questions about internationalization

How can I make international shipping easier for my online store?
International shipping becomes easier if you set up the logistics and communication per country properly. Think of clear shipping costs and delivery times on your product pages, return policy that meets the expectations of the country you want to internationalize to and a payment process with the common payment methods per market. A good technical basis on your webshop, such as the right currency and language settings, prevents dropouts at checkout.

Who can help expand a webshop abroad?
A specialized online marketing agency such as Troopcurve. Digital Marketing helps you expand your webshop abroad. Such a process requires expertise in the field of strategy, SEO, SEA, social media and technology, all tailored to the new market. At Troopcurve. We start with a strategic conversation about your goal and work out a tailor-made approach from there.

How do you start an international webshop?
Starting an international webshop is done step by step. First, you decide in which country you want to become active and why. Then you do market research into the target group, laws and regulations and common payment methods. Then you make choices about your domain strategy and start with SEA for instant visibility. SEO and email marketing are further expanded at a later stage.

How can I internationalize and grow my brand from the USA?
Internationalizing your brand from the USA starts with a clear brand identity that also works in a new market, but research how your target audience abroad approaches your category. Build brand awareness through social advertising and ensure that your organic channels have a consistent look. SEA gives you instant reach, while SEO and branding build trust in the longer term.

What is the difference between advertising abroad and in the USA?
Advertising abroad differs from advertising in the USA because you start without brand awareness, without built-up authority and sometimes with a completely different search behavior among the target group. Campaigns need to be rebuilt, tailored to the language, platform, and expectations in the country you want to go to.