Going Global: A Quick-Start Guide for International Growth
In today’s digital-first world, expanding your business is no longer just an ambition – it’s a strategic necessity. Global e-commerce sales are forecast to rise from $5.13 trillion in 2022 to $8.09 trillion by 2028, and consumers everywhere are actively looking for reputable brands that deliver quality. The opportunity is huge – but expansion takes more than switching on cross-border shipping.
Sustainable international growth calls for local knowledge, smart strategy, and the right payments and tech infrastructure. Here are some of the essentials for getting it right.
Spot the Fast-Growing Markets
Asia-Pacific is leading the charge in e-commerce, with China already accounting for over 40% of global spend. But other markets are catching up fast. India, Vietnam, and Indonesia are expected to see some of the highest growth rates in the coming years, with millions of new consumers coming online.
Research shows 55% of online shoppers bought from a foreign site in the past year, and cross-border e-commerce is growing twice as fast as domestic e-commerce. For ambitious merchants, this is a major opportunity to reach new customers.
Lay the Groundwork with the Right Tech
Scaling internationally starts with a flexible e-commerce platform that can handle multiple currencies, localised content, and language packs. Mobile-first design is critical in regions like Asia and the Middle East, where smartphones dominate shopping.
Payments also need to evolve. Tokenization, for example, is becoming standard: Mastercard has set a goal of 100% tokenized payments in Europe by 2030, helping merchants cut fraud and reduce checkout abandonment. And new innovations like Wero – a European mobile wallet enabling instant account-to-account transfers – show how fast the landscape is shifting.
Localise for Culture, Not Just Language
Customers want experiences that feel familiar. That means more than just translation – it’s about adapting payments, design, and support. Research shows 42% of consumers are
more likely to complete a purchase if offered their local currency, and 54% prefer paying with local methods such as iDEAL in the Netherlands or AliPay in China.
Merchants that get this right see measurable results. Ecommpay found that enabling dynamic currency conversion boosted successful transactions by 8% – a small tweak with a big impact on revenue.
Stay on Top of Compliance Requirements
From GDPR in Europe to fast-changing data and payments rules in Asia, regulatory compliance is a moving target. PSD2, for example, has already reshaped payments in the EU through Strong Customer Authentication.
Many businesses turn to a Merchant of Record (MoR) model to simplify cross-border expansion. An MoR can manage tax collection, compliance, and payment processing on a merchant’s behalf – reducing cost and complexity while building consumer trust.
Optimise Your Payments and FX
High FX fees and failed payments can erode margins quickly. A payment orchestration platform can help by routing transactions through the most efficient providers, raising approval rates and lowering costs.
The result isn’t just healthier profit margins – it’s a smoother customer experience. In a world where 20% of consumers abandon purchases if their preferred payment method isn’t available, that can make the difference between winning or losing a market.
Revamp Your Fulfilment Strategy
Fast, affordable delivery is now expected globally. Centralised fulfilment may work for nearby regions, but further afield, local distribution centres or cross-border specialists like Global-e or eShopWorld can help. They not only speed up delivery but also handle customs, taxes, and compliance – reducing friction for customers and merchants alike.
Adapt Your Brand to Resonate Locally
The best global brands stay consistent in values while adapting execution. Gymshark, for example, ships to 180+ countries and tailors its campaigns to resonate in the US and Australia, while Zalando has succeeded in 25+ European markets thanks to localised shopping experiences.
That might mean adjusting your tone of voice, redesigning assets, or shifting product positioning. A message that connects in London may need rethinking for Tokyo or São Paulo.
Final Thought
International expansion is an exciting opportunity but it’s also a complex one. Success depends on localisation, compliance, and smart payment strategy as much as brand strength. Merchants who build with these foundations in mind are best placed to capture the next wave of global growth.
Want to go deeper? Read the full report on unlocking global growth for detailed insights, case studies, and practical checklists to help you scale with confidence.
About Ecommpay
At Ecommpay, we’re all about making online payments smooth and seamless for businesses ready to grow. We’re not just a provider – we're your trusted partner, here to keep your payments flowing effortlessly and help you get the most out of every transaction.
We believe in financial freedom and inclusivity for all. Our payment gateway brings together direct acquiring capabilities, 100+ alternative payment methods, open banking, and Direct Debits, all through a single integration. Plus, our team of experts is always here to support you and help your business thrive. Head to our website to find out more.
