Ultimate guide: international ecommerce & cross-border selling
You’ve nailed your local market. But crossborder ecommerce? That’s a whole different ball game.
That’s why we’ve created this useful hub with all of our best international resources.
Inside you’ll find step-by-step guides, videos and expert insights designed to help you smash through those international barriers, reach more customers and boost your global sales.
International ecommerce & cross-border selling: expand with confidence
Why cross-border now?
Cross-border ecommerce is simply selling to customers outside your home country—through marketplaces and your own D2C site—while localizing the experience (catalog, payments, delivery promises) so it feels native. For ecommerce brands, it’s a practical way to unlock new demand, diversify revenue, and reduce reliance on any single channel or region.
What’s changed is the how: marketplaces lower the barrier to entry, carrier networks and 3PLs make fulfillment predictable, and modern commerce ops platforms keep inventory and orders in sync across borders. The result: you can test into new markets quickly, then scale with confidence.
This hub shows you how to do it step-by-step—choosing target countries and channels, localizing the customer experience, handling tax and compliance, and standing up dependable cross-border shipping and returns. You’ll find regional marketplace guides, channel playbooks (Amazon/eBay plus verticals), checklists, and expert voices to help you move from idea to execution.
- New to marketplaces? Start with What are online marketplaces & why they matter
- Building your plan? See International expansion: strategy starting points
- Want a snapshot of where to sell next? Download the gated ebook Top 25 Marketplaces to Watch
Choose your by region
If you’re going global, selling on marketplaces is a must. But which ones? Discover the best marketplaces by country and region to maximize your sales with our series of Top Marketplaces articles.
Use this quick view to shortlist regions based on demand, complexity, localization needs, and logistics. Then dive into the country marketplace roundups to pick channels with confidence.
North America
Why start here: Large demand, familiar CX expectations, strong carrier networks, and straightforward English-language localization (Canada adds French in some provinces).
Complexity: Moderate (sales tax/VAT rules differ by country; customs for cross-border).
Localization: EN primary; CA may require EN/FR; MX requires ES and local payments.
Logistics: Fast cross-border options US↔CA; US↔MX requires clear duties/taxes handling.
Country & marketplace guides
- 🇺🇸 United States: Top US online marketplaces to sell (2025)
- 🇨🇦 Canada: Best Canadian marketplaces for brands (2025)
- 🇲🇽 Mexico: Mexican marketplaces: where to sell
Europe (EU & UK)
Why sell here: High purchasing power, deep marketplace ecosystems, strong consumer protection that builds trust.
Complexity: Higher—VAT/IOSS, country-level regs, post-Brexit customs (UK).
Localization: Multi-language (EN/DE/FR/ES/PL); localized content and payments expected.
Logistics: Dense networks and reliable last-mile; returns expectations are strict.
Regional & country guides
- 🇪🇺 EU overview: Top EU marketplaces (2025)
- 🇬🇧 United Kingdom: Top UK marketplaces (2025)
- 🇩🇪 Germany: Top German marketplaces
- 🇫🇷 France: Selling in France: top French marketplaces
- 🇪🇸 Spain: Top Spain marketplaces
- 🇵🇱 Poland: Selling in Poland: top Polish marketplaces
APAC & China
Why sell here: Rapid ecommerce growth and mobile-first shoppers; strong vertical marketplaces.
Complexity: Varies—stringent platform rules (especially China), import duties, and local compliance.
Localization: High—language, currency, payments (e.g., digital wallets), and local promos.
Logistics: Longer lead times and regional hubs; consider 3PLs or in-region fulfillment.
Country & marketplace guides
- 🇦🇺 Australia: Top Australian marketplaces
- 🇨🇳 China: Selling in China: marketplace overview
Latin America (beyond Mexico)
Why sell here: Fast-growing online demand with dominant regional marketplaces.
Complexity: Duties/taxes and cross-border payments; marketplace policies vary.
Localization: ES/PT copy, local payment methods, and regional customer support.
Logistics: Use regional carriers/3PLs or marketplace-fulfilled options to improve SLAs.
Country guide
- 🇧🇷 Brazil: Top Brazilian marketplaces to consider
Tips to decide faster
- Start where localization is lightest (language, payments) and logistics are predictable.
- Pilot with 1–2 marketplaces per region, then scale SKUs once operations are stable.
- Pair market entry with ops readiness: connect inventory, routing, and returns before turning up spend.
Takeaway: Start where localization and logistics are simplest; use the region guides to pick 1–2 high-probability markets first.
Next: explore channel playbooks for Amazon, eBay, and emerging marketplaces, then dig into localization, tax, and cross-border shipping to finalize your plan.
Expand through international marketplaces
Want to leverage the power of marketplaces for your international expansion? Find out more about how these marketplaces can help you move crossborder efficiently and power your growth.
Pick the channels that fit your category, price point, and ops maturity—then wire them into Linnworks so inventory, orders, and shipping stay in sync as you scale.
International Ecommerce Strategies for Success
Unlock the secrets of international ecommerce with our step-by-step guide for successful global market expansion.
Amazon (global)
When it’s a fit
Broad catalog appeal, strong logistics readiness, and margin to compete on fees + fast delivery.
Strengths
- Enormous demand and built-in trust
- Robust advertising and promotions
- FBA/3PL options to raise delivery speed
Watch-outs
- Category compliance, brand protection, and regional VAT/GST rules
- Catalog hygiene (GTINs, variants, attributes) drives visibility
How to expand
- Start here: International Amazon sites (overview)
- EU play: Sell on Amazon Europe (guide)
Linnworks setup checklist
- Connect your Amazon regions and map SKUs to existing listings
- Enable near-real-time inventory sync to prevent oversells across regions
- Add routing rules (FBA vs. FBM/3PL) by SLA, destination, and margin
- Configure shipping services + label printing; set cut-offs and lead times
- Create exception alerts (aging orders, SLA risk)
- Build a channel performance dashboard (conversion, cancellations, late ship %)
KPIs to watch
Offer visibility, conversion rate, on-time ship %, cancellation/return rate, contribution margin after fees and shipping
eBay (global)
When it’s a fit
Wide catalog range, refurbished or unique inventory, and a need to reach global buyers with flexible policies.
Strengths
- International buyer base and strong refurbished segment
- Rich listing formats and seller programs
Watch-outs
- Listing quality and service metrics drive placement
- Returns and shipping clarity matter for cross-border
How to expand
- Global guide: International eBay
Linnworks setup checklist
- Connect eBay sites; map categories and item specifics
- Sync quantity and pricing across regions to avoid duplicate listings
- Apply shipping profiles by zone/service; set duty/tax messaging
- Automate order routing to the optimal warehouse/3PL
- Track defects/late shipments with alerts and saved views
KPIs to watch
Impressions → views → sold-through, service metrics, late shipment/defect rate, net margin per order
Emerging & vertical marketplaces
Not every channel is “everything for everyone.” Use verticals to match buyer intent—and protect margin.
Wayfair (home & furniture)
Best for: Home goods, furniture, décor with reliable specs and delivery windows.
Playbook: Strong data (dimensions, materials, freight classes) and dependable delivery promises win here.
Linnworks tips: Create freight vs. parcel routing rules; expose accurate lead times; surface split-shipment logic.
SHEIN Marketplace (fashion)
Best for: Fashion/apparel and accessories with trend velocity.
Playbook: Tight size charts, localized content, and fast pick/pack cycles.
- Guide: SHEIN marketplace guide
Linnworks tips: Use channel-specific attributes; automate returns RMA flows; monitor variant stock accuracy.
Temu (value-led, mass marketplace)
Best for: High-velocity, sharp-priced SKUs with resilient supply.
Playbook: Price competitiveness and consistent shipping times.
- Guide: Temu selling guide
Linnworks tips: Margin rules by channel; guardrails for price floors; alerts for low-stock and aging orders.
Before you flip the switch
- Listing quality wins. Complete attributes, clean titles, and compliant imagery.
- Localize smartly. Prioritize language, currency, and payments that move the needle first.
- Protect margin. Use channel-specific pricing and shipping rules.
- Plan returns. Set expectations and automate RMA to keep service costs in check.
Takeaway: Match channels to your category and ops maturity, then wire them into Linnworks to scale inventory/order sync without chaos.
Cross-border ops, compliance and logistics
Where do you start with cross-border commerce? Right here.
These essential guides will take you from newbie to pro in no time. Learn about international laws, localization, payment methods to consider, and more. Dive in, get up to speed, and build an international ecommerce strategy that works.
Localization & customer experience
Win the click, earn the repeat. Localization is more than language—it’s making your offer feel native end-to-end: catalog, pricing, payments, delivery promises, service, and returns.
What to localize (prioritize by impact)
Catalog & content
- Product titles, attributes, size charts, materials, care instructions
- Region-specific imagery (models, plug types, voltage, compliance marks)
Price, currency & tax
- Local currency display and rounding rules
- VAT/GST-inclusive pricing where expected; clear duties/taxes at checkout
Payments & checkout
- Local methods (e.g., iDEAL, Sofort, Pix, Alipay/WeChat Pay) alongside cards
- Address formats, phone validation, postcode rules
Delivery promises & returns
- Country-specific SLAs, cut-offs, and preferred carriers
- Simple return windows and pre-paid labels in-region
Service & trust
- Local support hours and language coverage
- Legal pages (consumer rights, warranty) and badges/certifications
New to the topic? Start here: Ecommerce localization guide
Good → Better → Best (crawl/walk/run)
- Good: Translate key PDP fields, show local currency, surface realistic delivery windows.
- Better: Add local payment methods, VAT-inclusive prices, and country-specific return rules.
- Best: Country-level pricing & promotions, localized bundles, localized help center + CS macros, and proactive delivery notifications.
Linnworks setup checklist
- Channel-specific attributes: Map size/fit, materials, HS codes, and required compliance fields per marketplace/region.
- Multi-currency & price lists: Maintain localized price books; apply rounding and promo rules by country/channel.
- Shipping services & promises: Configure carrier/service mappings and lead times per destination; set cut-offs and weekend logic.
- Order routing rules: Auto-route by SLA, cost, and location (FBA/3PL/own DC); enable fallbacks if a service degrades.
- Returns flows: Connect RMA/returns partners; standardize policies by region and auto-generate labels where supported.
- Alerts & exceptions: Monitor aging orders, SLA risk, low-stock by variant/region, and high-return SKUs.
KPIs to watch
- Top-line: Conversion rate (local sessions), first-purchase time, AOV
- Ops: On-time ship %, cancellation rate, p95 delivery time, WISMO ticket volume
- CX: Return rate (reason codes), CSAT, NPS for new markets
Quick wins
- Translate size charts and care info first—high impact, low effort
- Localize payments and delivery estimates on PDP and checkout (biggest CVR levers)
- Show taxes/duties clarity early to reduce cart abandonment
Common pitfalls
- One-size-fits-all SLA (missed promises, refunds)
- Currency shown, but charged in USD at the end
- Incomplete attributes (hurts marketplace search & compliance)
Takeaway: Conversion lifts come from complete attributes, local payments, and clear delivery promises—not translation alone.
Legal, tax & compliance essentials
Ship confidently—and compliantly. Cross-border success depends on getting taxes, consumer law, product data, and customs right before you scale.
What to cover (by area)
Taxes & registrations
- Determine where you create tax nexus (marketplaces vs. D2C can differ).
- Register for the right programs (e.g., VAT/IOSS in the EU; local VAT/GST in non-EU markets).
- Decide on pricing display (tax-inclusive vs. exclusive) and stay consistent.
Customs & duties
- Classify products correctly (HS codes), declare values accurately, and select the right Incoterms.
- Plan for duties/tax prepayment (DDP) vs. pay-on-delivery (DDU) based on CX and margin.
- Keep commercial invoices, country of origin, and compliance docs complete.
Consumer protection & returns
- Align with local cooling-off periods, warranty rules, and returns windows.
- Provide clear disclosures (delivery times, total landed cost, returns process).
- Localize privacy, terms, and accessibility statements.
Product data & compliance
- Maintain accurate GTINs/identifiers, safety markings, and certifications by category/region.
- Track evolving requirements (e.g., digital product passports in the EU for certain categories).
- Standardize documentation (spec sheets, MSDS where relevant).
Learn more:
Linnworks setup checklist
- Tax settings by channel/region: Configure VAT/GST rules and price lists (inclusive/exclusive) per market.
- HS codes & attributes: Store HS, COO, and compliance fields at SKU level; require completeness for publish.
- Documents automation: Attach commercial invoices and customs docs to orders automatically.
- Shipping rules & Incoterms: Route DDP/DDU by destination, basket value, and carrier capabilities.
- Exception alerts: Flag orders missing HS codes, IDs, or tax info before label creation.
- Audit views: Saved views for “orders with duty/tax errors,” “non-compliant listings,” and “returns outside policy.”
CX & margin guardrails
- Set expectations early: Show tax-inclusive prices where expected and estimate total landed cost before checkout.
- Choose the right promise: Use DDP for smoother delivery and fewer WISMO tickets; model margin impact first.
- Returns clarity: Standardize windows and instructions by market; automate labels where required.
KPIs to monitor
- Orders blocked for compliance (% and reasons)
- Customs clearance delay rate & average clearance time
- Late-delivery/return-related tickets (WISMO/WISMR)
- Net margin after duties/taxes/shipping by country & channel
Common pitfalls
- Publishing listings without HS codes or country-specific attributes
- Showing one price on PDP and a different total at checkout
- Mixing tax-inclusive and tax-exclusive pricing in the same region
- DDU in returns-sensitive markets (unexpected fees → cancellations/chargebacks)
Takeaway: Lock VAT/IOSS, HS codes, and Incoterms before you scale to avoid customs holds, fines, and margin leaks.
Payments & checkout
Friction at checkout kills cross-border conversion. Match local payment expectations, show the right prices and taxes, and keep the post-payment handoff clean so orders flow straight into ops.
What to support (by region)
- UK/EU: Cards + iDEAL, Sofort/Klarna, Bancontact, Giropay, local wallets; VAT-inclusive pricing where expected.
- US/CA: Cards, PayPal, Affirm/Klarna, Apple Pay/Google Pay; sales tax handling.
- LATAM: Pix (BR), Boleto (BR), Mercado Pago (MX/AR/BR); strong address validation.
- APAC/China: Alipay, WeChat Pay, region-specific wallets; mixed tax expectations.
Need options? See The most popular online payment methods of 2025
Checkout UX that converts
- Price clarity: Display local currency and tax-inclusive pricing where customary; avoid surprises at payment step.
- Trust signals: Localized badges, familiar wallet buttons, visible returns policy.
- Address & phone: Country-specific formats and validation improve delivery success.
- Delivery promise: Show a realistic ETA before payment (supports higher AOV and fewer WISMO tickets).
Risk & compliance
- Strong Customer Authentication (SCA) in the EU; use 3-D Secure where required.
- Fraud controls: Velocity checks, AVS/CVV, risk scoring tuned per market.
- Refunds & chargebacks: Standardize policies and automate status updates to customer service tools.
Linnworks setup checklist
(Even though payments settle on your D2C platform or marketplace, Linnworks keeps the order-to-ship flow clean.)
- Order imports: Ensure paid/authorized status and tender types map correctly per channel/region.
- Currency handling: Normalize order values and currency codes for reporting; apply price lists by market.
- Tax fields: Pass VAT/GST breakdowns with the order for docs and analytics.
- Routing rules: Use payment/tender type as a condition if needed (e.g., COD exclusions).
- Exceptions: Alert on mismatched totals (PDP vs. order), missing tax IDs, or unrecognized tenders.
- Service sync: Pipe payment/fulfillment updates to your helpdesk/CRM for faster resolution.
KPIs to watch
- Checkout start → complete rate (by device/market)
- Decline rate (by payment method and issuer response)
- Chargeback rate & top reason codes
- Refund rate and time-to-refund
- Net margin after fees by country/channel
Quick wins
- Add one local wallet per priority market (e.g., iDEAL in NL, Pix in BR).
- Surface landed cost estimates before payment (reduces abandonment).
- Allow guest checkout; shorten address forms with country-aware validation.
Common pitfalls
- Showing local currency but charging in USD at authorization.
- Mixing tax-inclusive and tax-exclusive pricing within the same region.
- No fallback method when a preferred wallet is down (lost conversions).
Takeaway: Add one high-adoption local wallet per market and show tax-inclusive landed costs to cut abandonment.
Next up: Cross-border shipping & logistics—carriers, 3PLs, SLAs, duties, and returns—to keep your delivery promise as you scale.
Cross-border shipping & logistics
Your delivery promise is your growth ceiling. Design routes, services, and returns that you can keep—then automate the hand-offs so every order flows from “paid” to “delivered” without manual work.
Strategy at a glance
- Pick a fulfillment model per market: own DC, 3PL, FBA/marketplace-fulfilled, or a hybrid.
- Map services by region: economy / standard / express with realistic ETAs and clear cut-offs.
- Decide duties & taxes handling: DDP (prepaid, smoother CX) vs DAP/DDU (pay on delivery, higher friction).
- Plan returns upfront: local labels, in-region hubs, and clear windows to protect margin.
Learn more:
Network & service design
Fulfillment footprint
- Near-market 3PLs shorten transit and simplify returns.
- FBA/marketplace-fulfilled boosts conversion in marketplace regions.
- Own DC + regional carrier mix gives cost control if volumes justify it.
Service mapping
- Offer 2–3 tiers max per country (e.g., Standard, Express).
- Localize ETAs and cut-offs (weekend/holiday logic) on PDP and checkout.
- Add collection points/lockers where common (e.g., EU) to lift first-attempt delivery.
Customs & documentation
- Maintain HS codes, country of origin, and commercial invoices at SKU/order level.
- Pick Incoterms by market and basket value (DDP for VIP markets or high-return categories).
- Use accurate weights/dimensions and harmonize packaging presets to avoid surcharges.
Returns & reverse logistics
- Provide pre-paid local labels where expected; consolidate returns via in-region hubs.
- Capture reason codes to improve sizing, packaging, or product data.
Linnworks setup checklist
- Carrier & service mappings: Connect regional carriers; map Standard/Express by country and set lead times + cut-offs.
- Order routing rules: Auto-route to FBA, 3PL, or DC by destination, SLA, margin, inventory location; define fallbacks.
- DDP/DAP logic: Tag orders by value/market to drive duty/tax prepayment, documents, and service selection.
- Docs automation: Attach commercial invoices, CN22/CN23, EORI/VAT IDs automatically at label creation.
- Packaging presets: Store carton/dims; trigger dim-weight logic and avoid manual entry.
- Exception handling: Alerts for SLA risk, customs hold, address validation fail, low-stock; saved views for action.
- Returns workflow: Connect RMA provider; auto-create labels and sync refund/replace status to CS tools.
- Dashboards: Track on-time ship %, p95 transit, customs delay rate, delivery success, cost/order by country & channel.
KPIs to watch
- On-time ship % and on-time delivery % (by service/country)
- p95 transit time and customs delay rate
- First-attempt delivery success / re-delivery rate
- WISMO/WISMR tickets per 1,000 orders
- Return rate (with reason codes) and net margin after S&H + duties
Quick wins
- Show localized delivery estimates on PDP/checkout (biggest CVR lift).
- Use DDP for priority markets to cut surprises and tickets.
- Require phone + postal formatting per country; enable address validation.
- Pre-assign HS codes and packaging presets to reduce customs holds and surcharges.
Common pitfalls
- Copy-pasting the same SLA worldwide.
- No fallback carrier rule when a service degrades.
- Incomplete docs (HS/EORI/Invoices) causing clearance delays.
- Returns policy unclear or too costly, driving cancellations and chargebacks.
Takeaway: Design SLAs and DDP/DAP rules per country, with routing + carrier fallbacks to keep your delivery promise.
Next up: Technology stack & operational readiness—connect inventory, order orchestration, warehouse workflows, and analytics so you can scale cross-border with confidence.
Technology stack & operational readiness
Go global without chaos. Your stack should make cross-border simple: one source of truth for inventory, rules-based order orchestration, warehouse workflows that scale, and clean data for fast decisions.
What “good” looks like
- Unified inventory: One SKU truth across D2C + marketplaces; near-real-time sync to prevent oversells.
- Orchestrated orders: Auto-route by SLA, margin, stock location, and carrier performance.
- Warehouse acceleration: Paperless picks, waves, and packing presets that reduce touches.
- Resilient integrations: Platforms, ERPs, 3PLs, and carriers connected with monitoring and fallbacks.
- Operational analytics: Alerts + dashboards for exceptions (aging orders, SLA risk, customs holds).
Choosing your D2C platform? See Best ecommerce platforms
Planning channel + ops strategy? Grab Marketplaces strategies
Core systems & how they connect
- Commerce front ends: Shopify / BigCommerce / Magento (Adobe Commerce) + localized storefronts.
- Marketplaces: Amazon/eBay + regionals (Wayfair, Back Market, etc.) via native apps/connectors.
- Operations hub (Linnworks): Inventory truth, listing sync, order routing, shipping labels, returns.
- ERP/Finance: NetSuite, Business Central, Xero, etc. for financials and master data where needed.
- Warehouse & 3PL: WMS or 3PL portals for pick/pack/ship + ASN and returns events.
- CX stack: Helpdesk/CRM (Gorgias, Zendesk, HubSpot) for order status, RMAs, and comms.
- Data & monitoring: GA4, BI, status checks, and alerting on 5xx spikes, sync failures, or SLA drift.
Linnworks setup checklist (cross-border ready)
- Catalog & identifiers: Normalize SKUs/variants; attach GTIN/HS code/COO; enforce required attributes by channel.
- Inventory sync: Turn on per-channel stock rules (buffers, channel reserves) and regional warehouses/3PL stock.
- Order routing:
- Build rules by destination, SLA, margin, stock, and service eligibility (FBA vs. 3PL vs. own DC).
- Add fallback routes when a carrier/region degrades.
- Shipping & documentation:
- Map services (Standard/Express) per country; set cut-offs and handling times.
- Auto-attach invoices/CN22–CN23 and IDs (EORI/VAT/IOSS).
- Pricing & currency: Load localized price lists; apply rounding and promo rules by region/channel.
- Returns: Connect RMA provider; generate local labels; sync refund/replace status to CX tools.
- Alerts & saved views: Aging orders, SLA risk, customs hold, low-stock by region, sync errors.
- Dashboards: Channel CVR, on-time ship %, p95 transit, cancellations/returns, net margin after S&H + duties.
Go-live plan (crawl → walk → run)
- Crawl (Weeks 0–2): Connect priority channels, enable inventory sync, set Standard shipping only, basic returns.
- Walk (Weeks 3–6): Add Express tier, activate routing by SLA/margin, load localized price lists, enable exception alerts.
- Run (Weeks 7+): Regional 3PL/FBA mix, DDP/DAP logic by basket value, automated RMAs, service-level forecasting and BI.
KPIs to watch
- Accuracy & promise: Stock accuracy %, oversell rate, on-time ship %, p95 delivery time.
- Profitability: Contribution margin by country/channel after fees, shipping, duties, returns.
- Efficiency: Orders per labor hour, pick accuracy, label reprint rate.
- Reliability: Sync error rate, retry/fallback utilization, incident minutes.
Quick wins
- Turn on inventory buffers per marketplace to cut oversells.
- Standardize packaging presets (dims/weight) to reduce surcharges and speed labels.
- Add SLA-based routing before adding more channels—promise first, volume second.
- Create a “hot queue” saved view for aging orders > 12h pre-ship.
Common pitfalls
- Treating ERP as the order router (slow) instead of using ops rules where orders live.
- Launching multiple regions without localized price/tax rules—CVR and margin suffer.
- No fallbacks when carrier/service degrades; SLAs slip, tickets spike.
Takeaway: Centralize inventory and rule-based orchestration in Linnworks; automate alerts to prevent oversells and SLA misses.
Next up: Checklists, guides & planning tools — grab the step-by-step resources and templates to move from plan to execution.
Checklists, guides & planning tools
Move from plan to execution with step-by-step resources you can use as-is. Save these, share with your team, and plug them into your launch runbook.
Top 25 Marketplaces to Watch (ebook) — A curated list of where to sell next, with platform highlights by region/category.
Top 25 Marketplaces to Watch
Unlock the potential of marketplace strategy. Learn how to diversify and expand your online sales effectively.
- Marketplaces Strategies — How to shortlist channels, structure listings, and protect margin across regions.
- Brand Expansion Checklist — A concise pre-launch checklist covering catalog readiness, pricing/tax rules, and ops sign-off.
- Simply International Commerce (infographic) — One-page overview of the cross-border flow from listing to delivery.
How to use these:
- Start with the Cross-Border Expansion Guide to frame your plan.
- Run the Brand Expansion Checklist before you list.
- Use Marketplaces Strategies to pick 1–2 starter channels per region.
- Share the infographics with stakeholders to align on data and compliance requirements.
- Keep the Top 25 Marketplaces ebook handy for roadmap conversations.
Next up: Lessons learned—common mistakes to avoid (so you don’t learn them the hard way).
Lessons learned — common mistakes to avoid
Avoid the sneaky issues that erode conversion, margin, and customer trust when you scale cross-border.
Strategy & market selection
Mistake: Chasing “big markets” without matching ops maturity.
Fix: Start where localization and logistics are simplest, then layer on complexity (payments, returns, regulations) market by market.
Listings, data & localization
Mistake: Translating only titles while leaving attributes, size charts, and compliance fields incomplete.
Fix: Localize the whole PDP (titles, attributes, imagery, size/fit) and require GTIN/HS/COO before publish.
Pricing, tax & duties
Mistake: Showing one price on PDP and a higher total at checkout.
Fix: Decide tax-inclusive vs. exclusive per market and stick to it; show landed cost estimates early. Use DDP in markets with strict CX expectations.
Payments & checkout
Mistake: Card-only checkout in wallet-heavy regions.
Fix: Add one local wallet per priority market (iDEAL, Pix, Alipay/WeChat), keep address/phone validation country-aware, and surface delivery ETA before payment.
Shipping promise & logistics
Mistake: Global SLA copy-pasted everywhere.
Fix: Map country-specific lead times, cut-offs, and service tiers; set fallback carriers and enable address validation.
Returns & post-purchase
Mistake: “Email us for returns.”
Fix: Publish clear return windows, automate RMA + labels, and consolidate via in-region hubs. Track reason codes to reduce preventable returns.
Ops & data quality
Mistake: Oversells from slow or fragmented inventory sync.
Fix: Centralize inventory, use buffers/channel reserves, and alert on low stock by variant/region.
Compliance & documentation
Mistake: Missing HS codes/EORI/VAT → customs holds and fees.
Fix: Enforce mandatory fields at SKU level; auto-attach commercial invoices and IDs at label creation.
Dive deeper: Common mistakes in cross-border commerce
Early-warning metrics (watch these weekly)
- Oversell rate; orders blocked for missing data
- Cart/checkout abandonment (by market/payment)
- On-time ship % / p95 transit time / customs delay rate
- WISMO/WISMR tickets per 1,000 orders
- Return rate with top reason codes
- Net margin after fees, shipping, duties, and returns
Linnworks guardrails to turn on
- Publish rules: Block listings missing GTIN/HS/COO or required attributes
- Inventory protections: Buffers by channel, low-stock alerts by region
- Routing & SLA: Rules by destination/SLA/margin with carrier fallbacks
- Docs automation: Auto-attach invoices/CN22–CN23 + IDs; DDP/DAP tagging
- Exception views: Aging orders, SLA risk, customs hold, sync errors
Takeaway: Avoid mixed pricing, missing data, and copy-paste SLAs by enforcing guardrails at publish, route, and ship.
Next: Expert voices & stories—hear how seasoned operators went global and what they’d do differently.
Expert voices & stories
Unlock the secrets to crossborder success with insights from top industry pros. Our partners are the best in the business. Whether you need to master digital passports or navigate international logistics, we've got you covered with this selection of expert interviews and guides.
Operational complexity holding you back? It’s time to simplify. Tune in as Georgia Leybourne, CMO at Linnworks, shows you how to remove the stress, the long hours and put your international ecommerce operation on autopilot.
See how Spreetail achieved 6X growth in Europe thanks to Linnworks
Before implementing Linnworks in June 2022, Spreetail had ambitious plans to open their European Distribution Center in just three weeks. They needed a warehouse management solution that would support and enable this expansion — and they needed it fast.
Did they manage to pull it off? Watch the full video to find out how Spreetail tackled this monumental challenge and discover the surprising outcomes.
Featured podcast episodes
- How to expand your ecommerce business internationally
What to validate first (product–market fit, ops readiness) and how to choose your first two markets. - Ecommerce blueprint: going global
Step-by-step sequencing—channels, localization, tax, and shipping—without overextending the team. - What changes will my business face overseas?
The practical shifts: pricing by region, local payments, service levels, and returns. - Ecom Talks: Boxes R Us
Packaging, DIM weight, and fulfillment workflows that protect margin across borders. - Ecom Talks: 7th Heaven
Lessons from scaling on marketplaces—catalog data, reviews, and service metrics that drive rank.
Next up: FAQs—short, searchable answers to the most common cross-border questions.
FAQs
Decide upfront whether you’ll show tax-inclusive prices and whether you’ll prepay duties/taxes (DDP) or let carriers collect on delivery (DAP/DDU). Surface an estimated landed cost before checkout to reduce abandonment. See: International tax & laws and Cross-border shipping.
Titles and descriptions matter, but so do attributes/size charts, currency & rounding, local payment methods, delivery promises, and returns. Start with payments and delivery estimates—biggest conversion lifts. See: Localization & CX.
Pilot 1–2 marketplaces to test demand and speed entry; use D2C for brand control, higher LTV, and data. Most brands run both: marketplaces for acquisition, D2C for loyalty and margin. See: Channel playbooks.
If CX is the priority, choose DDP (prepaid duties/taxes) for smoother delivery and fewer WISMO tickets. Use DAP/DDU when price sensitivity is high—just set expectations clearly on PDP and checkout. See: Cross-border shipping & logistics.
Offer clear windows and pre-paid labels where expected; consolidate via in-region hubs to cut cost and time. Capture reason codes to fix preventable returns (sizing, packaging). See: Localization & CX and Shipping & logistics.
Maintain HS codes, country of origin, and accurate values per SKU; auto-attach commercial invoices at label creation. Missing data causes holds and fees. See: Legal, tax & compliance.
Yes—GTINs improve marketplace search/rank, reduce listing errors, and support compliance. See: “5 benefits of GTINs” infographic.
Localize ETAs and cut-offs by country/service (Standard/Express). Publish the same promise you can keep operationally—then monitor on-time ship/delivery. See: Shipping & logistics.
Add one high-adoption wallet per market (e.g., iDEAL in NL, Pix in BR, Alipay/WeChat in CN) alongside cards. Keep address/phone validation country-aware. See: Payments & checkout.
Centralize inventory and order orchestration in Linnworks, then connect ERP/3PL/carriers via native integrations or App Store connectors. Add routing rules and fallbacks instead of custom logic in multiple systems. See: Technology stack & readiness.
Typical crawl-phase pilots (1–2 marketplaces, Standard shipping, basic localization) can stand up in weeks once catalog, tax, and shipping rules are ready. Scale complexity in “walk/run” phases. See: Go-live plan.
Conversion by market, on-time ship/delivery, p95 transit, customs delay rate, oversells, WISMO/WISMR per 1k orders, return rate (reasons), and net margin after fees, shipping, duties, and returns. See: Metrics in each section.
International Ecommerce Strategies for Success
Unlock the secrets of international ecommerce with our step-by-step guide for successful global market expansion.
Crossborder ecommerce: with Linnworks
We connect…
your back-office systems to an expansive network of global marketplaces, direct-to-consumer platforms, shipping providers and third-party logistics partners using powerful integrations. This enables you to be where your customers are, effortlessly enabling you to thrive on every channel. By unlocking the true power of a connected commerce operation with Linnworks, you can achieve unrivaled ecommerce accuracy.
We automate…
your ecommerce operations, including inventory management, order processing and multi-channel synchronization. This automation increases accuracy, speed and efficiency of your online business, enabling you to fulfill large volumes of customer orders quickly and accurately.
We centralize…
your operations using our unified dashboard, which consolidates data from multiple sales channels to create a single view of listings, inventory, orders and shipments. We unify this data, consolidating it into a single, accessible repository.
We deliver…
a scalable solution that grows with your business, accommodating new product lines, sales channels and increased order volumes. We also use data analytics to help your business scale, platform integration to grow your ecosystem, customizable plans to cater for your business needs regardless of your size, and automated processes which handle an increasing volume of orders and products as you grow.
Take your next step
Turn your cross-border plan into performance with Linnworks. Connect channels, sync inventory, orchestrate orders, and ship globally—without the chaos.
Get a Demo
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What you’ll leave with (in the demo)
- A prioritized region/channel shortlist
- Routing, shipping, and returns approach you can operationalize
- Clear next steps, timing, and owners for go-live
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