We continue to explore the main challenges of selling online to an international market. Plan the expansion of your business with all the guarantees.
To complete the post that began this series on internationalization in eCommerce, we will fully enter into some less strategic and more related to the page itself. These are technical matters that are of great importance when it comes to getting our online store to work outside the country for which it was originally designed.
Adapt eCommerce to sell out
Some of the aspects that we will see next may have already taken them into account, but you must have them all covered with as much solvency as possible.
# 1 – Multi-language website
We commented in the previous post the importance of adapting the texts to the different languages of the new target markets. This has a technical reflection on the web, and you need software that allows you to implement the different language versions. In Oleoshop we know how important this aspect can be. That is why our tools allow, in a very intuitive way, the creation of your online store in an unlimited number of languages. What we are looking for is that the tool is not a break when it comes to moving forward, but support.
# 2 – Adaptation to different currencies
The European Single Market has given us a great respite for years thanks to the entry into force of the Euro. By using the same currency for a large number of countries, we have “automatically” optimized our international eCommerce strategy. Still, there are interesting countries and markets outside the Euro Zone, so you will have to adapt your page to them. Customers need to know exactly how much each operation will cost them and you cannot ask them to walk by converting each price to the local currency, or by placing the order and waiting to see exactly what you charge them. In everything that has to do with money and payment processes, you have to be transparent and fluid. Otherwise, you will lose the sale.
# 3 – Payment methods
Here there has been a small silent revolution. A few years ago, the options were limited to payment by credit card, cash on delivery in some cases, transfer (very cumbersome) and, the most advanced, allowed payments with PayPal.
The offer of alternatives is skyrocketing in recent times. Mobile payments with Apple Pay or Samsung Pay have arrived on the market, which allows transactions to be made both in physical stores and online.
Amazon also does not want to stay out of the juicy financial market, which Amazon Pay also developed, so that customers of any trade could pay using the billing information of their account in the marketplace.
In addition to all this, we have cryptocurrencies, which is a decentralized means of payment that is not subject to change as national currencies are. Some companies already support payment with Bitcoin in eCommerce.
# 4 – International SEO for online stores
If you want to organically position your page in the different geographical versions of the search engines (google.es, google.com, google.fr …) you will have to work specifically each version of your page.
On the page level, it is not enough to translate the contents. This is something that is taken for granted, and you also have to optimize based on your keyword research for each market.
Search intentions go beyond what a dictionary says because, although a word has the same meaning, it does not imply that it is the one that users usually use to refer to a product.
That keyword research will be critical when aligning the content of each page with the correct keyword, as well as when developing an editorial calendar, which does not necessarily have to be common among different countries. Also, it will help you to define meta-tagging, internal links and so on.
In the international SEO on-page, it is essential to use the hreflang tags that are used to indicate to the search engine the different language alternatives of the same URL or page of your site.
In this way, we not only prevent our content in another language from being considered duplicate (and potentially penalizable ) content: we also help to better target search results. Of course, remember to indicate in Google Search Console the country to which you focus each folder or subdomain and upload a sitemap.
As you know, SEO has an off-page part based on the authority provided by the links. Like it more or less, you will need some link building between domains of the countries to be positioned.
Both to help you with the on-page and the off-page , here is an SEO guide that can serve as a reference.