How to build an international ecommerce company

Sticker Mule says going international usually starts with losses and higher shipping costs, but it can still expand revenue opportunities, attract more traffic, open new partnerships and help recruiting. The company frames international growth as a roadmap that takes time, because different markets need different operational and marketing support.

Reading notes

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• International expansion is difficult at first and often unprofitable while volume is still low.
• Shipping worldwide costs more, and customers should not be penalized for being far from the fulfillment center.
• International markets can offer substantial paid and organic traffic because they are less saturated than the U.S.
• Supporting foreign audiences can increase the number of websites and people willing to send traffic.
• Hiring internationally helps access talent all over the world, and Sticker Mule says only 10% of its development team works domestically.
• The 13 steps begin with international shipping, then tracking, faster delivery estimates, foreign currencies and the metric system.
• The roadmap also includes address forms, text, video and image localization, plus hosting, support, fulfillment centers and advertising in international markets.
• Sticker Mule says its team works from 8 countries and sees cultural diversity as helpful for international growth.