Strategies to Attract International Customers
International shipping is only the starting point. To attract and convert customers overseas, you need a considered, customer‑first approach.
Research Your Target Customers
What works at home won’t necessarily work abroad. Language, culture, shopping habits and preferred platforms vary significantly between countries.
Investing in consumer research helps you understand what motivates international shoppers — and how best to reach them.
Capitalise on Market Preferences
Once you understand your audience, use those insights to shape your messaging.
Research shows that attitudes towards global brands differ by region. Statista found that many African and Asian markets favour global brands, while European and North American consumers often prefer domestic options. For example:
This insight allows you to tailor your approach. In markets drawn to global brands, highlighting your international credentials can be powerful. In more locally minded regions, emphasising partnerships, local fulfilment or regional delivery solutions builds trust.
In June 2020, Whistl conducted a survey of 1,000 consumers across the UK, Republic of Ireland, France, Germany, Australia and the USA to better understand cross‑border shopping behaviour.
Translate Content and Communications
Language matters. Translating your website, marketing assets and customer communications into your audience’s native language significantly improves engagement and conversion.
Machine translation tools can offer a fast, cost‑effective starting point, while invoicing and checkout software can automatically localise language and currency — making the buying process clearer and more reassuring for international customers.
Localise Your Website Experience
Translation ensures accessibility; localisation builds trust.
From adapting imagery and cultural references to using local terminology, localisation helps your brand feel familiar rather than foreign.
On the technical side:
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Hreflang tags guide search engines to the correct regional version of your site
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Local payment methods reduce checkout friction
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Keyword localisation helps you compete directly with domestic retailers in search results
Together, these elements strengthen your visibility and credibility in international markets.
Leverage Social Media Strategically
Once your website is optimised, social media becomes a powerful discovery channel.
Localised social content — combined with insights from consumer research — helps you reach international audiences where they already spend time. Collaborating with local influencers can accelerate trust, introduce cultural nuance and place your products in front of engaged communities.
Create Targeted Promotional Campaigns
Promotions are an effective way to attract first‑time international buyers. Consider:
These incentives reduce perceived risk and make cross‑border purchasing more appealing.
Provide Dedicated Customer Support
International shipping can introduce complexity, so accessible customer service is essential.
Providing multilingual support across time zones reassures customers and builds loyalty. Partnering with a cross‑border specialist like Whistl Parcels allows you to offer expert support without stretching internal resources.
Be Transparent About Delivery Timeframes
Fast delivery expectations don’t disappear at borders — transparency matters.
Only 3% of respondents in the Whistl survey reported issues when shopping internationally, with delivery speed cited as the sole concern. Clear, realistic delivery timeframes manage expectations and build trust. Proactive updates during transit further strengthen customer relationships and encourage repeat purchases.
Leverage Local Government Policies
Compliance can be a competitive advantage. For example, GDPR compliance demonstrates strong data protection standards, helping to build trust with European customers.
Some governments also offer grants or incentives for businesses operating locally. These can provide funding, insight and credibility when entering new markets.
