International Ecommerce: A 2025 Guide to Global Sales

Expand your business to reach global customers. This guide covers everything related to international ecommerce in 2025, from strategy to compliance.

Serving a global audience with international ecommerce isn’t just an advantage—it’s a necessity. Approximately 30% of an online store’s visitors come from an international market.

Today’s top brands use international ecommerce tools to give global customers a satisfying shopping experience. In this article, we’ll look at how to manage regional payments and set up cross-border shipping, so you can expand your business worldwide.

What is international ecommerce?

International ecommerce involves using an online store to sell goods across national borders to consumers in foreign markets. Using global payment systems and shipping networks ensures smooth transactions and delivery of international customer orders, despite diverse customs and import regulations.

Thanks to the features of ecommerce platforms, international sales have become accessible to a wide range of online retailers, including dropshipping merchants. For example, international online stores can stay open 24/7 and be easily accessed from anywhere. 

Many ecommerce platforms, such as Shopify, also support localization. That means adapting a website’s language, product catalog, and currency to match the expectations of different regions.

How to create an international ecommerce strategy

Breaking into international markets can be exciting. However, it’s important to expand sales strategically so you’re ready to provide the same level of service you give to local customers.

1. Identify international target markets

Different markets around the globe have unique browsing and purchasing habits, so most sellers expand territory by territory.

The goal is to identify signs of market demand for your products from global consumers. Use this data to select one or two target markets as your initial focus for expansion. 

Useful market research tools to assist here include:

• Google Trends: Discover how popular certain topics are, or what people search for, in your target market.
• Shopify Analytics: Pinpoint new international markets with the sessions by location reports, which shows where site visitors and customers are located. If there’s already a steady stream of visitors or sales from certain international locations, these regions might be ripe for expansion.
• UserLoop or POWR: If you’re already serving international shoppers without a dedicated strategy for selling in that region, collect feedback from global customers who’ve bought from you. How could their experience be improved? What would make them buy again?

If you haven’t yet attracted international visitors or sales, don’t worry. Typically, you’ll experience a smoother entry into cross-border ecommerce when you start with countries that are geographically close, speak the same language, or have similar consumer behaviors. For instance, if your business is based in Canada, the United States would be a logical first step for international expansion.

Track sessions by location within Shopify Analytics.

2. Make it easy for international customers to pay

Up to 14% of online shoppers abandon their online carts if pricing is unclear at checkout. This highlights the importance of displaying prices in local currencies to enhance customer comfort and confidence.

Shopify Payments lets customers browse, pay, and receive refunds in their local currency. Prices are converted automatically using the current market exchange rate, or sellers can set custom local prices to avoid frequent price fluctuations.

If you’re selling in various currencies, it’s essential to provide customers with an easy browsing experience. You might set your store to automatically redirect customers to the correct subdomain based on their IP address. Or, use a geolocation app to allow visitors to manually select a region, giving them control over how they view your store. They’ll see their country’s payment gateway when they go through the checkout process.

International taxes and duties

Different markets around the world have different expectations when it comes to seeing and paying sales tax.

In North America, it’s common practice to show product prices without tax, and then add the applicable taxes during checkout based on the customer’s shipping address. In contrast, countries in Europe, Asia Pacific, and other areas require prices to include all taxes.

💡Tip: Shopify merchants can include or exclude taxes in product prices based on buyer location.

Also consider relevant duties, import taxes, and tariffs when selling to international customers. You may decide to leave the responsibility of paying import fees to customers, or take it on yourself by giving customers the option to prepay any fees owed. Another option is to provide a duties calculator at checkout.

Tariffs are taxes imposed on imported goods, and they can significantly impact your pricing strategy and profit margins. These rates vary by product category and country of origin, and they can change frequently due to evolving trade policies. Staying informed about rapidly changing trade policies and tariffs is essential for international sellers. 

Here are quick links to research the import, duties, and tax regulations for popular overseas markets:

• United States
• Canada
• United Kingdom
• European Union 
• China

For merchants importing goods into the US, identifying the correct Harmonized System (HS) codes for your products is essential. These standardized numerical classifications determine what tariffs apply to your items when crossing borders. 

Using incorrect HS codes can lead to shipment delays, unexpected fees, or even penalties, making it important to get this right from the start.

3. Offer international shipping and fulfillment

When you show that your store values international customers by providing tailored global shipping options, you’re signaling that everyone gets the VIP treatment. 

Shipping across borders is usually costlier than local deliveries, but there are ways to reduce the expense for buyers:

• Research and disclose shipping costs: Research reliable carriers that deliver to the countries you target. Be upfront about costs to customers. If you offer a flat rate for international delivery, let your customers know what they’re paying and why.
• Be clear about shipping times: No one likes to wait for an online order, especially without an estimated delivery date. Make sure to spell out international shipping speeds alongside your shipping rates to enhance buyer trust.
• Incorporate shipping into pricing: Some sellers raise product prices to cover the shipping costs and packaging fees. This can be an effective shipping strategy if your goal is to simplify customer decision-making.
• Tailor your product line: It’s wise to avoid selling items that are too cumbersome or pricey to ship internationally. Use Shopify’s shipping profiles to manage what can be shipped where, preventing logistical headaches later.
• Consider additional help: Customs brokerage firms specialize in importing and exporting goods overseas. They can help navigate complex regulations, including Incoterms, to take the legal stress out of managing international shipping yourself. 

Your choice of shipping partner can also influence how quickly and cost-effectively your shipments reach international customers. Glamlite, for example, previously relied on USPS to ship packages overseas. Since turning on Managed Markets and switching to DHL, it more than doubled international sales.

“It would be impossible to sell internationally at our current scale without Managed Markets,” says founder Gisselle Hernandez. “We couldn’t target the international markets or compete with brands based in those regions because I couldn’t ship for even one tenth of their costs. Now it’s a level playing field, so it’s game time. You can’t put a price on that.”

💡Tip: For managing different regions efficiently, Shopify lets you set up specific shipping zones, controlling rates, and services for each area.

4. Localize your online store

Localizing your website means making it accessible to shoppers in international markets. This goes beyond translating text; it means tweaking layouts and setting up specialized subdomains to keep everything organized.

International domains and SEO

Having country-specific domain names not only reassures international customers that they’re browsing a local site, but also simplifies the process of displaying prices in the local currency.

Fitness apparel retailer Gymshark, for example, has the generic domain gymshark.com for US customers. It also has international domains for each overseas market:

• au.gymshark.com (Australia and New Zealand)
• ca.gymshark.com (Canada)
• de.gymshark.com (Germany) 
• uk.gymshark.com (United Kingdom)

💡Tip: For Shopify store owners, setting up international domains is straightforward. Shopify automates complex international SEO aspects like hreflang tags, making sure your domains are correctly matched to their respective markets, and that the right prices show up on search engine results pages.

Gymshark diverts international shoppers to a localized storefront.

Content translation and cultural adaptation

If your target market speaks a different language, consider whether buyers would prefer to shop in their native tongue.

All Shopify stores come with the option to sell in up to 20 languages. You can activate multiple languages from your Shopify admin. When customers land on a page that you’ve translated, your store will automatically display the relevant version.

To enable this feature for your Shopify store:

1. Add a new language in your store settings. 
2. This will prompt the Translate & Adapt app to install. If you prefer, you could use a different compatible third-party translation app.

Despite the convenience of automatic translation apps, you may still need some manual editing or translation work—which can be tricky if you don’t speak your target market’s language.

For this, you have two options:

• Using AI tools like Deepl to generate machine-translated content in their own language. 
• Hiring a professional content writer who’s fluent in your target language through the Shopify partners directory.

When launching in a new market, you might use automated translation for your product listings. Then, invest in more nuanced, manually translated content as you gauge sales trends.

Prioritize translating high-traffic pages, product details, legal information, and customer service communications—including email notifications—to ensure consistency across all customer interactions.

“All these states will like different types of messaging,” explains Jeremiah Curvers, co-founder and CEO of Polysleep. “People in Hawaii and people in Texas will react differently to a brand based on macroeconomics, based on politics, based on so many factors.”

“There’s a bit of a trap here thinking that because you’ve got a persona and because you’ve got a great product, it’s gonna work everywhere and anywhere,” Jeremiah explains on a Shopify Masters episode. “Don’t try to oversimplify, don’t create complexity when it’s not necessary, but don’t think a persona is the same everywhere.”

The Canadian version of Polysleep’s website has French translation.

5. Tailor international marketing and advertising

Capitalize on your ecommerce localization efforts by marketing your store to international shoppers. Whichever advertising channels you use, it’s important to send international buyers to the correct version of your site. 

Craft region-specific marketing campaigns for the platforms you use, whether that’s social media, email, or paid ads. Simply repurposing existing campaigns for different regions often reduces effectiveness and may decrease the likelihood of clicks and engagement.

Social media ad platforms such as Meta Ads Manager allow you to segment ad audiences and target new buyers with bespoke campaigns. Remember to localize your ad copy and imagery, and ensure destination URLs reflect your international domains.

If your audience size justifies it in each region, think about setting up separate social media accounts for different markets as part of your international marketing strategy. This enables you to engage more closely with the local market and post highly relevant content. For example, Nuby has the Instagram handle @nubyuk to engage with British audiences:

View this post on Instagram

A post shared by Nuby UK (@nubyuk)

Benefits and challenges of international ecommerce 

Going global with your store can be transformative, but it’s likely to bring a few challenges that perhaps your business plan didn’t foresee. Here’s what you need to know about the opportunities and obstacles of international commerce.

International ecommerce benefits

Advantages of selling internationally include:

• Expanded market reach: Going international expands the geographical limits of your market. You can reach millions of potential customers across the globe, significantly increasing your online sales potential.
• Diversification: Selling in multiple markets helps stabilize your business, since economic shifts may not affect all regions equally. This diversification can protect your revenue streams against sales slumps, new competitors, and changes in local laws or tax rules.
• Enhanced brand visibility: Being present in international markets increases visibility and helps establish your brand. This increased reach can also boost your reputation at home.
• Learning from new customer behaviors: Operating in various markets allows you to learn from diverse consumer behavior and preferences. This knowledge can inform your future global ecommerce strategy, product development, and marketing.

International ecommerce challenges

Disadvantages of international ecommerce include: 

• Complex logistics: Managing shipments across borders can be complex due to varying regulations, shipping documentation requirements, duties, and taxes in different countries. This can increase operational work and may require an international shipping service.
• Currency fluctuations: Dealing with multiple currencies can expose your store to increased financial risk. Carefully price your products and put robust financial controls in place to hedge against losing profit due to fluctuating exchange rates.
• Cultural differences: Marketing and selling products in a country with cultural nuances different from your own can be challenging. You need to ensure your brand messaging and products resonate with local preferences, which might require adaptations and sometimes even complete redesigns.
• Compliance and legal issues: Each country has its own set of laws and regulations regarding commerce, data protection, and consumer rights. Compliance can be resource-intensive and needs careful legal consideration and possibly local legal support.

International ecommerce: legal and compliance considerations

Data privacy and protection (GDPR, CCPA, etc.)

Around 82% of the world’s population has their data protected under privacy law. Businesses that fail to meet these regulations—either when collecting, storing, or using customer data—can be subject to hefty fines and reputational damage. 

However, selling internationally can get confusing when data privacy regulations differ by region. For example:

• GDPR covers consumers in the European Union
• CCPA protects the data of California residents
• LGPD applies to Brazilian internet users

Localized storefronts and privacy apps can help you manage these differing regulations. They detect the location of your website visitor and display the necessary information to maintain compliance. That information includes cookie banners and privacy policies.

Intellectual property rights

Intellectual property (IP) is any business’s most valuable asset. It offers legal protection for your ideas, products, and assets. But not all IP protection applies globally—you’ll likely need to apply for patent, copyright, or trademark protection in every international market where you sell. 

The challenge is: There’s no guarantee that your application will be granted. Established businesses might already have competitors in the market. There may also be local businesses who’ve been using the name you want to trademark. These existing businesses can appeal against your application—an expensive process that can span several years and delay the process of selling your products internationally. 

To help you more efficiently navigate this process, it’s best practice to work with an IP lawyer who specializes in the country where you want to expand. They can help research any competing trademarks or patents that influence your ability to protect your IP in that region. 

Product regulations and standards

Every country has its own set of product safety regulations and labeling requirements that businesses must follow when selling to consumers in that area. 

For example, if you’re selling children’s toys through an international online store, your products must comply with:

• Toy Safety Regulations 2011 in the United Kingdom
• Consumer Product Safety Improvement Act in the United States
• Toys Regulations with bilingual product warning labels (English and French) in Canada 

Again, it’s worth reaching out to a legal professional in every region you’re selling to—ideally a professional with experience in the niche or industry you’re selling in. They can help you anticipate what you need to sell in each area, as opposed to relabeling or remanufacturing your products after you decide to expand there. 

Risk management

International ecommerce has many moving parts—some of which are outside of your control. Countries can change their import regulations; consumer preferences might shift; currency exchange rates can plummet overnight. 

The best way to mitigate this business risk is by knowing what you’re working with. Run a risk assessment to determine what poses the biggest risk to your business when selling internationally, then work backward to put safeguards in place.

If you’re based in the US and selling to European markets, for example, perhaps fluctuating currency conversions pose the biggest financial risk. In that case, consider a real-time currency conversion app that allows customers to buy products in their home currency using the most up to date exchange rates.

Advanced international marketing strategies

Influencer marketing in global markets

Influencers still remain a trusted source of product recommendations. Yet not all influencers have global reach. Most have a niche audience that live within a particular region. 

When you’re expanding into different overseas markets, consider which creators have the most influence there. Partnering with them doesn’t just offer access to their audience; overseas influencers can also help educate you on the nuances of that country’s culture. Those lessons are invaluable and can make it easier for you to market to that region with tactics that go beyond influencer marketing.

💡Tip:Shopify Collabs is an ecommerce marketing tool that helps manage the end-to-end process for working with international influencers—from scouting creators with an engaged audience to arranging free samples and tracking sales they’ve made—all from your Shopify admin.

Affiliate marketing internationally

Selling in a new country can often feel like you’re starting from scratch with no existing brand awareness, customer base, or recognition to tap into. Affiliates solve that problem. They turn existing customers into brand ambassadors by rewarding them—most often with commission—when they recommend you to anyone in their network who makes a purchase.

Children’s sleep brand Moonboon, for example, works with more than 300 creators across five European markets. It uses Shopify Collabs to track sales and payout commission in different currencies.

Moonboon’s program has helped drive more than $1 million in affiliate sales to date. Around 10% of its monthly total net sales can be attributed to the affiliate program, resulting in a 6.5 times return on investment (ROI) from its creator and influencer activations.

“Shopify Collabs has simplified profiling and signing of new creators,” says brand director Robert V. S. Preuss. “The intuitive dashboard gives us a seamless overview of the affiliate program and general sales tracking. We are crazy about the simplicity of the tool and work on the platform daily. 

“It is an incredible tool that helps us grow and scale our tactical lower funnel work with creators who are passionate about our brand and products.”

Leveraging local social media platforms

Instagram, TikTok, and YouTube might be the most popular social media platforms in the world, but they don’t always have global reach. And even if they do have a large user base in the market you want to expand into, there may be other contenders to include in your international marketing strategy. 

For example, if you’re selling in China, the messaging app WeChat has 1.33 billion active users. If you want to expand and sell in Thailand, consider the online forum Pantip, which has almost 80 million monthly visitors.

Aside from being strategic with your choice of social media channels, think about the local preferences of the target market you’re trying to reach. Use their local dialect, partner with local influencers, and follow cultural trends to reach global shoppers through social media.

International ecommerce FAQ

What should I know about selling internationally?

Selling internationally involves understanding different customs regulations, taxes, and customer preferences. Businesses have to navigate shipping logistics and payment processing in various currencies. Adapting marketing strategies to local cultures and languages is also key to successfully reaching and connecting with diverse global audiences.

How do I start international ecommerce?

Start an international ecommerce business by identifying markets with a high demand for your products using data analytics. Localize your website by translating content and ensuring payment can be made in local currencies. Also, understand legal and logistical requirements such as taxes and shipping for each target market. Ecommerce platforms like Shopify provide helpful tools to simplify this process.

How do I sell my products internationally?

Selling internationally involves:

• Market research: Identify which products are trending in specific international markets.
• Website localization: Adapt your site to the cultural preferences and languages of your target markets.
• Payment methods: Implement popular local payment methods to prevent cart abandonment.
• International shipping solutions: Establish clear and reliable international shipping options.
• Marketing: Tailor your digital marketing efforts to suit local tastes and customs.
• Customer support: Provide multilingual customer service that’s accessible across different time zones.

Is it worth getting into ecommerce?

Entering ecommerce is worthwhile, as it offers significant opportunities for business expansion and reaching a worldwide audience, without the high costs of physical stores. While challenges like competition and technological demands exist, the industry’s potential growth and profitability make it an attractive venture for new and established stores.

What is an example of international ecommerce?

Gymshark’s website is an example of international ecommerce. It has localized storefronts for each overseas market, including a country-specific domain, prices shown in the home currency, and translated website copy.

What is the best international ecommerce platform?

Shopify is the best international ecommerce platform for entrepreneurs who want to sell globally. The Managed Markets feature lets you manage international shipping, currency conversion, localized storefronts, and customs pre-clearance.

What is the meaning of global ecommerce?

Global commerce refers to businesses that sell their products internationally. For example, a business that’s based in the US and sells to Canadian customers would be considered a global ecommerce brand.