Considerations for global expansion

Each country has different legal requirements for selling goods. Making sure you understand the ins and outs of each location ensures you follow the laws, protect consumers and avoid fines.

Here are the main things to keep in mind as you expand your business to international locales:

1. Local laws and regulations

Expand to one new country at a time, as rules for trade vary and are constantly changing. You may be subject to different regulations if your headquarters are in one part of the world versus another.

One option is to hire an expert in the country you’d like to expand into to help navigate the processes. You’ll save money by not paying hefty fines or making mistakes that leave your product in customs for months on end.

2. Logistics and delivery

Figuring out how to get products across borders in a timely manner is a challenge. A survey of 100 executives and senior managers found that 92% felt inter-American supply chains were critical to future cross-border sales success.

You’ll need to think through how to get your product from the manufacturing facility to the intended country and from the port to the stores. One idea is to partner with a factory in the country you’ll be selling in and have the goods created there. If you sell a digital product, the process is simpler and involves ensuring people can gain access to your download pages from their country, as some locations restrict internet access.

3. Receiving payments

International e-commerce is booming, with experts predicting cross-border e-commerce sales will reach $3.3 trillion by 2028. With all this money flowing back and forth, figuring out how to convert currency and receive payments in a timely manner can be one of the biggest challenges, whether your products are digital or physical.

You also want to make sure you receive payment once the product ships and avoid back charges that could cost your company thousands of dollars. Most third-party payment processing providers already have systems in place to handle conversions and estimate costs for you.

4. Hiring local workers

Expanding into new markets may mean you have to hire local workers to handle sales and logistics. Doing so can be tricky if you’re not familiar with local employment policies and salaries.

Unless you’ve done business in the area previously, it’s best to hire a business coach or liaison to work through the details with you. They can even interview and hire staff to handle things while you work offshore.

5. Marketing to foreign audiences

The way you advertise to audiences across the oceans may vary from the way you reach new customers in your home country. For example, if you want to reach customers in Southeast Asia, you could partner with a popular influencer from the region. Southeast Asia’s influencer market reached an estimated $2.59 billion in 2024 and continues to grow.

Even social media platforms can vary in different locations, so learning the best ways to market to other cultures is crucial to global success. Conduct research in your target region to better understand your new potential customer base.

Embrace the global opportunities

Expanding your sales to other countries affords a lot of growth opportunities. You must navigate challenges to avoid fines or flops, but with a little attention to detail and some knowledgeable mentors, you’ll be able to successfully sell wherever you choose.

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