Expanding your e-commerce business abroad – key success factors

Written by Max Riis Christensen, May 2025

For many webshops, international expansion is a natural next step after local success. But while the opportunity is exciting, success requires more than translations and enthusiasm.

Below, we outline the key factors that make the difference when entering a new market – drawn from working with hundreds of webshops across Europe.

Understand the local e-commerce landscape

Do not assume customers in new markets shop like those in your home country. Buying habits, delivery expectations, and preferred payment methods vary significantly – even between close neighbours like Denmark and Sweden.

Examples:

• Danes prefer card payments, Swedes often choose Klarna.

• Delivery expectations differ – 1–2 days in Denmark vs. longer tolerance in larger countries.

Learn what local customers expect from a trustworthy webshop and adjust your offer accordingly.

Position yourself clearly in the market

Entering a new country means competing against webshops that are already trusted. Your success depends on being able to answer one question: Why should customers buy from you instead?

Research your competitors and define:

• What makes you different (product, price, delivery, service)

• What value you can offer customers that others cannot

Without a compelling reason, it is hard to earn attention or trust.

Offer a seamless and localised experience

From the moment someone lands on your webshop, every detail matters:

• Translations must feel natural and trustworthy (not machine-translated)

• Local payment and delivery methods must be available

• Customer service should be responsive and available in the local language

• Consider local trust signals like reviews, trust marks, or return policies

These details help you earn trust – and trust converts.

Know your numbers

You cannot improve what you do not measure. One of the most important metrics when entering a new market is IPO (Income per Order).

Your IPO is calculated as:

Average order value + shipping fee
– VAT, import tax, shipping cost, purchase price
– Packaging, payment fees, warehouse, returns, customer service

This tells you how much you earn per order after variable costs – and how much is left to cover fixed costs.

Build your business case based on this number – not just potential revenue.

Prepare and prioritise implementation

Having a good plan is only the beginning. Many expansion efforts fail in the follow-through. International growth often takes time before it pays off – and in the meantime, your team is balancing business as usual.

If you do not prioritise the new market early on, the project risks losing momentum. Assign clear owners, track KPIs, and review progress frequently.

Our best advice: Build a realistic plan, define your break-even point, and treat the new market with the same care and ambition as your home market.

Trust takes time – and focus

Launching in a new country is not just a checkbox – it is a process. Customer behaviour, conversion data, and competitor actions will all evolve. Track your results, test your assumptions, and optimise continuously.

International success depends on:

• A strong understanding of the market

• A clear competitive position

• A localised and seamless customer experience

• Financial insight and realistic goals

• Commitment and follow-through

If you get these elements right, your webshop is not just selling abroad – it is ready to succeed abroad.

Want to see how other brands have done it? Explore our latest case studies for examples of what works – and where to start.