There’s never been a better time to think big and start selling internationally. But like anything, it’s important to assess the risk versus reward before you make the leap.
Why you should start selling internationally
One of the main reasons why you should seriously consider selling internationally is the unprecedented size of the global market you’ll be opening up.
Global eCommerce sales are expected to reach $6.86 trillion in 2025, representing an 8.37% increase from 2024. By 2027, approximately 23% of total retail sales will happen online, and the global eCommerce market is projected to reach $8 trillion. This explosive growth demonstrates that international selling has evolved from a luxury to a business necessity.
Cross-border eCommerce continues to thrive as consumers increasingly turn to international marketplaces to purchase products they can’t access domestically. In fact, 33% of the world’s population now shops online, with 56.7% of online shoppers in Singapore and 55.5% of Canadian consumers purchasing from foreign retailers in the past year.
A lack of access to goods domestically remains one of the biggest factors driving international shopping. For example, Chinese consumers continue to buy everything from infant formula to health supplements to cosmetics online from overseas manufacturers because they can’t be purchased at home.
Better prices and more affordable shipping are also significant drivers of cross-border eCommerce, and this trend shows no sign of slowing down in 2025.
As international selling becomes increasingly accessible, more merchants are taking their businesses global, eager to capture a wealth of new customers. If you’re thinking about growing your eCommerce business internationally for the first time, you must develop a comprehensive strategy before you drop anchor in new waters. Here are five key areas to contemplate.
1. Select Markets That Make the Most Sense for Your Business
First things first, do your homework and determine who your international customers will be and where the greatest opportunities exist.
Recent data shows that China remains the world’s largest eCommerce market, generating over $3 trillion annually and representing nearly half of the country’s retail transactions. The US follows as the second-largest market with over $1 trillion in annual eCommerce sales. However, the fastest-growing markets present exciting opportunities for businesses looking to sell products online internationally.
Southeast Asia dominates the fastest-growing eCommerce markets, with the region experiencing 18.6% growth in 2023. The Philippines leads with 24.1% growth, followed by India, Indonesia, Malaysia, and Thailand. These emerging markets represent tremendous potential, with 600 million Southeast Asian consumers increasingly turning to online shopping, leading to a projected market valuation of $200 billion by 2025.
When evaluating where to sell internationally, consider the following critical factors:
- Market demand and competition analysis: Where is there genuine demand for what you’re selling and why? Who’s your competition in that market, and what advantages do you possess?
- Seasonal purchasing patterns: Understanding local holidays, shopping seasons, and cultural events that drive consumer behavior
- Pricing considerations: Will you need to adjust your pricing strategy for local market conditions and purchasing power?
- Regulatory environment: What are the specific requirements for your product category in each target market?
Picking the right online marketplaces is an important decision when you make the leap to sell internationally. Research which platforms are most popular in your target location and what they require for cross-border sellers. Amazon dominates globally with 24% of cross-border purchases, while Temu accounts for 21% and AliExpress represents 10% of international transactions.
2. Choose the right channels
Once you’ve decided where you’re going to start selling internationally, you should ensure you’re selecting the right marketing strategy to accompany your expansion.
While Facebook and Google make local targeting relatively straightforward, it’s essential to consider other marketing channels that are popular in the countries you’re targeting. The digital marketing landscape varies significantly by region, and successful international selling requires adapting to local preferences.
China continues to have a completely different digital marketing landscape compared to Western countries, with Baidu dominating rather than Google. In Russia, Yandex remains the predominant search advertiser but is trending toward insignificance in other Eastern European countries. Understanding these regional preferences is crucial for effective customer acquisition.
If you’re looking to sell internationally online and Africa is your target market, investing in a mobile app for your eCommerce store becomes particularly important. eCommerce growth in Africa has been steadily increasing, with mobile commerce driving much of this expansion. The growth of smartphones and increasing internet access has created a market projected to reach $29 billion by 2025.
Cross-border eCommerce transactions in Africa are predominantly conducted via mobile devices, making mobile optimization essential for success in this challenging but promising market.
Modern selling internationally tools now include advanced analytics and targeting capabilities that make international marketing more accessible than ever. Social commerce has emerged as a significant trend, with the global social commerce market reaching $945.92 billion in 2023 and projected to grow at a 30% CAGR, reaching $13 trillion by 2033.
3. Think about payment options
Payment preferences vary dramatically across international markets, making this a critical consideration for successful international selling. More than two-thirds of online shopping carts are abandoned globally, with research showing that offering too few payment options is responsible for a significant portion of these missed opportunities.
Understanding regional payment preferences is essential when you sell products online internationally. For instance:
- Europe: Nearly all eCommerce payments utilize Visa, Mastercard, and American Express
- Asia: India and other Asian countries show strong preference for cash on delivery and digital wallet solutions
- Latin America: Mobile payment adoption has grown significantly, with mobile purchases totaling $96.9 billion in 2024 and expected to reach $106.8 billion by 2025
One critical insight for selling internationally is that 33% of international eCommerce shoppers will abandon their purchase if pricing is only available in US dollars. Currency localization has become a fundamental requirement rather than a nice-to-have feature.
The rise of Buy Now, Pay Later (BNPL) services has also transformed international payment landscapes. These services have gained significant traction across multiple markets and should be considered when developing your international payment strategy.
Additionally, ensure you’re prepared to handle the technical aspects of international payments, including currency conversion, foreign exchange fees, and payment processing regulations in each target market.
4. Get to grips with tax rules and regulations
Selling internationally requires navigating an increasingly complex regulatory environment that has undergone significant changes in 2025. You need to be well-versed in each country’s regulations regarding cross-border eCommerce and how they apply to your products.
European Union VAT Regulations
The EU has implemented significant changes to VAT regulations for eCommerce in 2025. Key updates include:
- Import One-Stop Shop (IOSS) expansion: The EU is removing the €150 value threshold for IOSS, enabling its use for all distance sales of imported goods
- Mandatory IOSS usage for platforms: Online marketplaces are now required to collect and remit VAT on behalf of sellers to combat tax evasion
- Elimination of €150 customs duty relief threshold: This change levels the playing field for EU businesses and prevents exploitation of the previous exemption
VAT rates across EU member states range from 17% to 27%, averaging around 21%. For orders up to €150 (while the threshold still applies), the EU provides streamlined clearance through IOSS, where merchants collect VAT at checkout and remit it monthly.
Global Regulatory Trends
Other significant regulatory developments affecting international selling include:
- Digital services taxation: Multiple countries have implemented or are considering digital services taxes that may affect online sellers
- Data privacy regulations: GDPR-style regulations are being adopted globally, affecting how you can collect and use customer data
- Product compliance requirements: Increasing focus on product safety, labeling, and environmental compliance across markets
Customs and Duties
Customs regulations remain a critical consideration for cross-border eCommerce. All international shipments must have customs forms attached to help officials understand content, value, and purpose. Key considerations include:
- Free trade agreements: If your country has agreements with target markets and your product category is covered, tariffs could be reduced or eliminated
- Landed cost calculation: Factor in duties, taxes, shipping, and handling fees to determine true delivered costs
- Documentation requirements: Ensure proper customs declarations and product documentation
If you’re using dropshipping fulfillment methods, partnering with reliable suppliers who understand international compliance requirements becomes even more critical for smooth operations.
5. Establish your international returns policy
With cross-border sales comes the complexity of international returns, and legislation on handling these varies significantly by market. A well-structured returns policy is essential for building customer trust, particularly when customers purchase from unfamiliar international brands.
Returns Policy Compliance
Ensure your returns policy complies with all applicable local laws in your target markets. Key elements to address include:
- Clear return timeframes: Different countries have varying mandatory return periods
- Restocking and return fees: Be transparent about any charges and ensure they comply with local regulations
- Refund vs. store credit options: Some jurisdictions mandate full refund options
- Return shipping responsibility: Clarify who pays for return shipping costs
Cost-Efficient Returns Management
To manage cross-border returns cost-efficiently, consider these modern approaches:
- Local returns centers: Establish or partner with local facilities to reduce shipping costs and improve customer experience
- Third-party logistics integration: Partner with logistics services offering comprehensive returns solutions
- Technology-enabled returns: Use software that automates returns processing and provides real-time tracking
Platform-Specific Considerations
If you’re planning to sell internationally on Amazon, familiarize yourself with their international returns requirements. Amazon’s Fulfillment by Amazon (FBA) program automatically provides required local return addresses, simplifying compliance.
For other platforms, ensure you understand their specific international returns policies and how they integrate with your overall returns strategy.
Recent data shows that 83% of cross-border shoppers are satisfied with delivery speed, but the returns experience significantly impacts repeat purchase decisions. A clear, customer-friendly returns policy gives global shoppers confidence and can be a competitive differentiator.
Advanced Considerations for 2025
Sustainability and ESG Compliance
Environmental, Social, and Governance (ESG) factors have become increasingly important for international selling. Research shows that:
- 80% of consumers are more likely to trust companies that back sustainability claims with publicly shared data
- 40% are uncomfortable purchasing from companies not actively tracking toward sustainability goals
- Brands with more than half their sales from ESG-related products enjoy 32-34% repeat purchase rates
Technology Integration
Modern selling internationally tools and selling internationally software have evolved significantly, offering:
- AI-powered market analysis: Tools that analyze market demand, competition, and pricing across multiple countries
- Automated compliance monitoring: Software that tracks changing regulations and ensures ongoing compliance
- Real-time currency and tax calculation: Systems that handle dynamic pricing and tax calculation across markets
- Integrated customer service solutions: Platforms that manage customer inquiries across time zones and languages
Mobile-First International Strategy
With smartphones accounting for nearly 80% of retail website visits worldwide in 2024, mobile optimization is no longer optional for international selling. This is particularly critical in emerging markets where mobile commerce dominates.
Final Thoughts
Another crucial aspect to consider is your eCommerce customer service strategy. As you’ll be managing queries from customers across different time zones, you need to consider how to handle issues that arise outside traditional office hours.
By investing in an eCommerce helpdesk such as eDesk, you can fulfill customer expectations for timely communication, no matter the hour, with automated, personalized messaging capabilities. The platform’s AI-powered features can handle routine inquiries while escalating complex issues to human agents with full context.
In addition, eDesk integrates with every major eCommerce marketplace globally, meaning expanding internationally won’t require you to log into numerous different platforms when communicating with your new customers. This streamlined approach becomes essential when managing the complexity of selling internationally across multiple markets and channels.
The landscape of international selling continues to evolve rapidly, driven by technological advancement, changing consumer behaviors, and evolving regulations. Success requires staying informed about market developments, maintaining compliance with local requirements, and continuously optimizing your approach based on performance data and customer feedback.
With global eCommerce expected to reach $8 trillion by 2027, the opportunities for businesses ready to embrace international selling are unprecedented. Those who invest in proper planning, compliance, and customer experience will be best positioned to capture their share of this massive and growing market.
Book a free demo today to learn more about how eDesk can help you make the most of international selling opportunities.
