Why outsourcing makes you win in international e-commerce

Written by Tobias Riis Christensen, January 2025

As e-commerce brands and retailers eye international markets for expansion, the temptation of new customers and revenue streams is undeniable. Outsourcing or in-house is often a key consideration in this process, alongside navigating the complexities and challenges of global expansion. One of the most significant hurdles is the leap from domestic comfort to foreign unpredictability.

When speaking to clients and beyond, we find that companies are often asking themselves: "How do we expand abroad effectively?". We answer that question in meetings all the time, but today, we are putting pen to paper (or fingers-to-keyboard if you will) and outlining an answer to this question.

The need for speed and local expertise

We see that companies are dreaming of scaling fast, penetrating, and growing quickly in new markets. This, however, requires a nuanced understanding of local customer expectations, cultural norms, and business practices. Local competencies are not just beneficial but crucial; they are not "Google"-able, they are lived and learned over years. This is where the power of getting outside help shines. By consulting with native e-commerce experts, businesses can enjoy the advantages of local knowledge and skills without the hefty price tag and time investment of hiring whole native teams.

In that way, partnering with native experts is not just a pathway to local insights; it is also the most cost-effective way to do it. It eliminates the need for substantial initial investment in hiring, training, and technological infrastructure. Moreover, it offers the opportunity to centralise various services with one partner, providing everything from customer service to market analysis under one roof.

Balancing customer service and internal resources

A common challenge in new markets is how to deliver local customer service before volumes are high. In the early stages, the number of emails, calls, or chats is often too low to justify a full-time employee – but ignoring the customer experience is not an option.

Hiring a local specialist to manage low-volume support can lead to inefficiencies, especially as growth picks up. That person ends up juggling multiple tasks and eventually struggles to prioritise.

Outsourcing customer service to a dedicated partner solves this problem. It ensures:

• Scalable support across all languages and time zones

• Trained agents available when needed – not just during business hours

• The ability to maintain a professional, local tone of voice from day one

• A more advanced setup than most internal teams can build from scratch

Additional services when outsourcing customer service

Outsourcing customer service does not stop at handling inquiries and complaints. It extends into leveraging technology to enhance the customer experience.

Imagine having your customer service data analysed by AI, which provides actionable insights and real-time feedback to you? Or technologies that prioritise specific kinds of conversations based on urgency? Chatbot technology that is included in the price and allows your customers to serve themselves?

This technological edge can be a significant differentiator in competitive international markets and something that requires significant investment if businesses want to do it all themselves.

How to expand abroad effectively

Expanding your webshop internationally requires more than a translated site. It takes a well-planned strategy, local expertise, and smart resource management. Outsourcing customer service – and other key functions – offers:

• Faster time to market

• Local knowledge and native communication

• Reduced operational costs

• Access to advanced technology

You do not have to manage it all alone. Working with experienced partners can help you avoid common pitfalls and focus on what you do best.

There is much to learn from those who have tread the path before you. Explore our case studies to see how other brands have successfully expanded internationally and overcome challenges with the help of outsourcing.