Global e-commerce business: Definition, insights, and tips for success

Online shopping accounted for 20.1% of global retail sales in 2024, and international e-commerce is only continuing to rise. To unlock growth opportunities and tap into international markets, retail companies need a strategy that leverages the many international e-commerce solutions available.

An international e-commerce strategy can help a traditional retail business harness the power of the internet to scale beyond the limited demand of a local market. However, growing a global e-commerce business also comes with challenges, such as legal and tax compliance, localization and language barriers, and payment processing in different currencies.

In this guide, we’ll explain how tailored e-commerce strategies can help your business overcome these barriers and answer common questions regarding international commerce.

What is global e-commerce?

International e-commerce businesses sell products to customers in foreign markets through an online store. This online store is typically hosted on a global e-commerce platform that supports digital payment systems to accommodate shoppers from various international markets. Modern technology and logistics have removed barriers to entry, allowing practically any company to sell online to new markets.

With access to customers worldwide, these businesses enjoy more opportunities to boost revenue compared to brands selling in a single country. Expanding into multiple regions also grants an e-commerce business greater stability through diversification, since sales in one area can balance out slow periods in another.

However, entering the global market requires careful planning and thoughtful consideration. Businesses that compete with both local and global brands may struggle to build trust and loyalty with international customers, unless they have the right strategy in place. 

Building an international e-commerce strategy in 5 steps

A messy rollout in a new market can hurt a brand’s reputation. That’s why businesses must develop a comprehensive and careful strategy to sell directly to international consumers (B2C) or global businesses (B2B). Here are five steps to create a global strategy that sets up your e-commerce business for success:

1. Perform market research and choose your target market

First, identify the most promising international markets for your business. Some foreign markets (e.g., Japan and China) have a higher percentage of online shoppers and are projected to grow. These countries are more likely to respond positively to new products, increasing your chances of success.

You should also examine global search trends, industry reports, and market data to evaluate the demand for your products in these international markets. Analyze local and global businesses selling similar products. Healthy competition indicates your products should sell in this target market.

Here are additional factors to consider during market research:

• Economic stability and disposable income are signs a market has strong middle-class growth, which is better for e-commerce.
• Trade regulations, taxes, and import/export laws may affect your industry and your ability to maintain compliance.
• Cultural preferences and shopping habits vary by locale. Study up to learn whether your products and processes match local shoppers’ expectations.

2. USE a global e-commerce platform

Your online store should support multiple languages, currencies, and payment methods. Shoppers are far less likely to buy from a store that’s not in their preferred language and currency. In fact, 30% of international shoppers from non-Anglophone countries never purchase from English-language websites, while another 29% do so only rarely.

Global businesses can avoid this issue by using a flexible e-commerce platform like Shopify, Magento, or WooCommerce that facilitates easy customization in different target markets. These e-commerce platforms often include integrations that provide automatic currency conversion, localized product descriptions, and geolocation-based pricing, helping your business gain shoppers’ trust during checkout.

Smartling offers integrations for eCommerce platforms like Shopify to help make translating eCommerce sites more efficient. The Smartling Connector for Shopify allows Shopify users to seamlessly send content—like product descriptions, checkout pages, and more—directly to Smartling for professional translation. This streamlined process eliminates manual steps, speeds up translations, and guarantees a consistent, localized experience for global customers. 

3. Streamline logistics and customer support

Logistics and customer support processes include clear shipping policies, real-time tracking, and simple return options. When these elements of the international shopping experience go smoothly, customers feel more confident in your brand.

To handle logistics, businesses can partner with international fulfillment centers and third-party logistics (3PL) providers to reduce shipping costs and delivery times. They can provide multilingual customer support through chatbots, email, and regional support teams that assist customers in different time zones. Solutions like Zendesk and Tidio supply AI customer service in multiple languages, integrating directly with popular e-commerce platforms like Shopify and Woocommerce.

4. Localize your website content

Each new market entry brings different cultural expectations, behaviors, and norms. A localized e-commerce website improves trust among shoppers, enhances user experience, and increases conversions.

Content translation helps brands connect with international shoppers and boost global SEO by making product descriptions, checkout pages, and marketing materials clear and culturally relevant. Although many e-commerce platforms provide simple machine translation, you’ll need a more nuanced approach to appear authentic to consumers.

Smartling’s translation services range from AI tools to professional translators, so you can find the website translation approach that works for your business—and your budget. With Smartling’s solutions, your brand can increase its global impact and connect with buyers in their native language.

5. Use technology and data to optimize marketing campaigns

Selling in international markets requires more than a localized online store. You need tools to track marketing performance and inform decision-making. AI-powered tools, analytics, and customer relationship management (CRM) software help businesses understand shopper behavior and improve marketing results.

For example, Google Analytics tracks where visitors are coming from, what products they’re interested in, and how they move through a site. This data helps businesses fine-tune their marketing and website layout to keep shoppers engaged.

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How big is the global e-commerce market?

The global e-commerce market is massive and ever expanding. It’s expected to reach $6.8 trillion by 2028, with billions of shoppers buying online. This growth is primarily driven by the rise of e-commerce platforms, mobile shopping, and expanding international economies.

Is multi-store functionality important when selling internationally?

Multi-storefront functionality is vital for selling in new markets. Businesses can create different versions of their e-commerce store tailored to specific target markets, each featuring distinct languages, currencies, and seasonal sales. This improves the checkout process and makes the shopping experience feel more familiar to local shoppers, increasing trust and sales.

What are the big 4 countries in e-commerce?

The four leading countries in e-commerce are:

• China: The world’s largest e-commerce market, with platforms like Alibaba and JD.com.
• United States: A major player, with Amazon, Walmart, and eBay driving online sales.
• United Kingdom: Hosts a strong online shopping culture with high consumer spending.
• Japan: A fast-growing e-commerce business hub with popular marketplaces like Rakuten.
  
  

Expand your e-commerce globally with Smartling

International e-commerce presents massive opportunities for businesses to expand their reach and revenue. There are countless solutions to help you localize content and understand the nuances of global markets so you can overcome challenges like language barriers and logistical complexities.

Smartling offers a suite of translation solutions, including AI-powered translation, cloud-based translation management, and professional language services. Our translation management system empowers brands to connect with e-commerce shoppers anywhere in the world, no matter the language.

Want a real-life example of an e-commerce business that went global and saw results? Vitamix used Smartling’s Global Delivery Network to launch in new international markets and sold out of a new product in less than 24 hours. Check out our case study to learn how to achieve similar results.