What is cross-border eCommerce and what opportunities does it offer to Polish companies?
Cross-border eCommerce is conducting online sales on foreign markets, i.e. reaching customers in other countries with an e-shop offer. Such expansion opens up many opportunities for Polish e-commerce companies. First of all, it gives access to a much wider customer base - instead of limiting itself to Polish consumers, the store can acquire thousands or millions of recipients in other countries, which directly translates into the potential for sales growth. Entering new markets allows you to fully exploit the potential of your business, especially if your domestic market becomes saturated or too small for the range of products you offer.
Cross-border eCommerce also helps build a recognizable brand in many markets – a company present in different countries gains an international reputation and competitive advantage. Stores that are successful abroad can scale their business faster and diversify their revenues, becoming less dependent on fluctuations in the economy in one country. What's more, cross-border trade allows you to take advantage of differences in demand – a niche product in Poland may turn out to be a hit among foreign customers, thanks to which a niche offer multiplied by many markets gives an attractive scale of operation. By operating on several markets at the same time, the company gets to know foreign consumers and new trends better, which can translate into innovations and improvements to the offer on the domestic market as well.
It is worth emphasizing that more and more Polish e-shops see this potential. Although as many as 43% of them still do not sell abroad, at the same time20% plan international expansion in the future. Joining this group may be crucial for further development - cross-border eCommerce is today a chance for Polish companies to build a global brand, increase revenues and gain an advantage over the competition operating only locally.
Challenges of international expansion: logistics, localization, payments, law
Of course, foreign sales are not only benefits, but also serious challenges that you need to prepare for. The Fulfilio report indicates thatlanguage barriers, lack of knowledge about foreign markets and logisticsare among the main reasons preventing Polish stores from expanding cross-border. Here are the most important areas that require attention:
- Logistics and delivery: Managing international logistics can be one of the biggest challenges when starting to sell abroad. You need to ensurefast and reliable shipping at reasonable prices over long distances, which is no easy task given the growing expectations of customers (lightning fast deliveries, the ability to track packages, easy returns). Shipping abroad also means higher transport costs, warehousing and additional customs formalities. It is necessary to find reliable carriers serving the given destinations and develop a process for handling returns from abroad. Without efficient logistics, even the best product will not gain the recognition of customers abroad.
- Content localization (language and culture): The language barrier is a common brake on expansion - stores that only have a Polish language version are closing off their path to millions of potential customers. Buyers are more likely to buy on sites they understand; research shows that65% of consumers prefer content in their own language, and 40% will not even consider buying from a site they cannot read. Therefore, it is necessary to translate the site, product descriptions, email messages and all content into the language of the target country. Localization is not only about language, but also adapting the offer to the local culture - taking into account local units of measurement, date formats, shopping habits or seasonality. It is also important to take care of the local style of marketing communication so that the message is credible to foreign recipients.
- Payment methods and currencies: Customer payment preferences vary depending on the country. Shoppers expect to be able to pay with their favorite methods - in some countries credit cards are popular, in others payments by quick transfer, e-wallets (e.g. PayPal) or local solutions (such as iDEAL in the Netherlands or Bancontact in Belgium). The lack of a preferred payment method can result in abandoning the cart. What's more, customers want to see prices intheir currency to avoid uncertainty about the cost. Exchange rate differences and additional fees for currency conversion can discourage purchases. Failure to meet payment expectations significantly impedes the conversion of international visitors.
- Legal and tax differences: Each country has its own regulations governing e-commerce – from requirements forconsumer information and returns, through local VAT rates and tax thresholds, to potential customs duties on non-EU goods. Before starting cross-border sales, you need tofamiliarize yourself with the legal regulations of your target market and adapt your store's operations to them. This may include checking whether a given product can be sold in a given country at all (e.g. whether it does not require special certification or concessions), obtaining the required permits, registering for local VAT (or using the OSS procedure in the EU), or preparing store regulations and privacy policies in accordance with local law. Failure to take care of legal issues can result in sanctions and loss of customer trust.
The challenges listed above are real, but with the right planning and support, they can be overcome. Below, we'll show you how the Shopify platform can help solve many of the problems associated with international sales, and then we'll discuss how to prepare your store for international expansion on your own.
How Shopify Makes Cross-Border Ecommerce Easy
Shopify, a popular e-commerce platform, offers built-in features that make cross-border sales much easier. Shopify provides merchants with theShopify Markets tool, which allows you to manage international sales from a single store and admin panel. This means we don't have to set up separate stores for each country - we service all markets centrally, only adapting selected elements of the offer to local requirements. Below are the most important Shopify capabilities that are important for international expansion:
- Multi-currency: Shopify allows you to automatically display prices in the customer's local currency. Shopify data indicates that displaying prices in the buyer's currency can increase conversion rates by up to 40%. When combined with the Shopify Payments payment gateway, the platform supports over130 currencies - prices are converted on the fly at the current rate and can be rounded to friendly values (so-calledprice ends) in each country. Importantly,the payment process, email notifications, and refunds also take place in the local currency, so the customer has a consistent, comfortable shopping experience without worrying about currency conversion.
- Multilingual: Shopify allows you to run a store in multiple languages at the same time. You can add content translations to your store—either manually or with Shopify'sTranslate & Adaptapp—and Markets automatically presents customers with the appropriate language version based on their location or browser settings. Studies have shown that65% of shoppers prefer to shop in their native language, and our data shows a 13% increase in conversions when your store is translated into the customer’s language versus just the default language. Shopify makes it easy—your store can have multiple language versions, and switching between them is automated and user-friendly.
- Local domains and international SEO: An important part of building a presence in a foreign market is localizing your domain or store URL. Shopify Markets automatically creates a separate subfolder for the new marketplace (e.g. example.com/de for Germany, example.com/fr for France), which improves your store's visibility in local search engines and helps you attract new customers. You can also optionally set up subdomains (e.g. de.example.com) or connect local country-specific domains (ccTLDs, e.g. .de) – Shopify supports these scenarios depending on the merchant's preferences. The appropriate domain structure with unique addresses for each language/market version and automatic hreflang tags provide search engines with information about which version of the store is intended for a given country, which strengthens SEO positioning and makes it easier for customers to find the store in Google.
- Local payment methods: Thanks to Shopify, we can easily offer foreign customers their favorite payment methods. Shopify Payments supports many popular methods (Visa/Mastercard, Apple Pay, Google Pay), and additionally integrates local gateways in Europe, such asiDEAL, Bancontact, Sofort, Klarna and others. Adding a regional method can significantly increase conversions - for example, among Belgian customers, the implementation of Bancontact payments resulted in an increase in conversions by 1.5 percentage points. Markets makes it easy to enable these options at checkout, which reduces cart abandonment and builds shopper confidence.
- Taxes and duties upfront: Dealing with international customers often involves import fees. Shopify solves this problem by allowing you to chargeimport duties and taxes at checkout. This way, customers know the full cost of their order upfront and won't be surprised by any additional charges upon delivery. This approach increases shopper satisfaction and willingness to buy because it reduces uncertainty about the cost. And merchants avoid situations where a package is unclaimed or returned due to unpaid customs duties.
In addition, Shopify Markets offers many other conveniences, including: the ability to set separate prices for products in different markets (e.g. introducing an additional margin to cover higher shipping costs abroad), selecting the assortment available for a given market (you can exclude products that are not worth shipping abroad or are subject to restrictions), or automatic recommendations based on data, suggesting which new markets are worth entering first. All of these features have one goal - reducing the operational complexity of cross-border eCommerce and making it easier for stores to quickly scale globally while maintaining a local customer shopping experience. With Shopify's tools, even a smaller company from Poland can effectively sell in multiple markets without investing huge amounts of money in dedicated infrastructure for each country.
How to prepare your store for international sales
Regardless of the e-commerce platform your store is based on, preparing for international expansion requires a comprehensive approach. The technical aspects of the store, as well as the offer, service and marketing, need to be adapted. Here are the key elements to consider when preparing your online store for cross-border sales:
- Site structure and international SEO: Plan how you will make your store versions available for different countries or languages. Options include separate country domains (e.g. .de, .cz), subdomains (de.yourstore.com) or subdirectories on your main domain (yourstore.com/de/) – each option has its advantages and disadvantages in terms of SEO, content management and brand recognition. It is important that the structure you choose is consistent across all markets and user- and search engine-friendly. Remember to implement hreflang tags, which inform Google about the language versions of the page, which will prevent duplicate content in search results. With separate domains, make sure that each page is optimized for local keywords and has incoming links from a given market. A well-planned information architecture and SEO strategy will make it easier for foreign customers to find your online store.
- Content localization (language, currencies, prices): Translating your store into foreign languages is essential – it is best to use professional translators to make the messages sound natural. Also adapt the content from a cultural perspective: check that product descriptions and marketing materials are understandable and attractive to the local audience. Avoid calls from Polish; instead, use the terminology and style that consumers use in a given market. It is also important to display prices in the appropriate currency – prices converted to euros, dollars, pounds or other currencies build customer comfort. Consider introducing local pricing strategies – e.g. setting prices ending with attractive numbers typical for a given country (e.g. €9.99 instead of the converted amount of €10.13). Also adapt notation formats (currencies, dates, addresses) to local standards. A store that meets customers' language and currency expectations gains their trust and increases the chance of sales.
- User experience (UX) and buyers' trust: Entering a new market also means gaining the trust of a previously unknown group of customers. Take care of the professional look and usability of the store - intuitive navigation, fast page loading and responsiveness (adaptation to mobile devices) are universally appreciated. It is worth showing elements that increase credibility: opinions of satisfied customers, payment security certificates, information about local points of contact or logos of well-known payment methods. If possible, highlight references or awards gained in a given market. Make sure that the home page and product cards contain clear information about delivery (cost, time) and the returns policy - a foreign customer should know immediately what to expect. The morelocal and familiar your store is to a user from a given country, the greater the chance that they will make a purchase.
- Payment methods and shipping in a given market: As mentioned earlier, offering local payment methods is crucial. Before you start selling, identify the most popular payment gateways in the target country and integrate them with your store (if you use Shopify - many of them are available right away). Also check tax issues - for example, in EU countries, sales above a certain threshold require VAT registration (but this is where the OSS system comes in handy to simplify settlements). On the logistics side, choose courier companies or fulfillment operators that will efficiently deliver parcels abroad. Set clear rules and costs for international shipping - you can, for example, offer free shipping from a certain order amount to increase the motivation for larger purchases. Also organize the returns process – e.g. by providing a local return address in a given country (sometimes logistics services allow this) or extending the return time for foreign customers. A simple and cheap (or free) return is a big factor in building the security of the transaction in the eyes of a foreign customer.
- Regulations and legal compliance: Prepare a set of documents adapted to the requirements of the target market. Develop store regulations in the appropriate language version, containing provisions required by local consumer law (e.g. information on the right to withdraw from the contract in the EU, which is at least 14 days, or details about the warranty and guarantee). Update the privacy policy in accordance with the regulations (GDPR in the EU, or other regulations depending on the country). Make sure you meet local requirements, such as displaying prices with tax, handling cookies, displaying company information (often full seller details are required on the website). If in doubt, it is worth consulting a lawyer familiar with the e-commerce law of the given country - it is an investment that can protect against costly mistakes. By acting in accordance with the regulations, you also build customer trust and the image of a reliable brand.
- Customer service: Entering a foreign market involves providing appropriate service to new customers. The absolute minimum is communication in English, but it is best to serve customers in their native language. Consider hiring people who speak the language or outsourcing your customer service office. Provide multiple contact channels - e-mail, phone, live chat, instant messaging - and respond to questions efficiently. Remember the time zone difference – it is worth adjusting support hours so that customers from distant countries can also contact you at a convenient time. Automate order status notifications (preferably in the customer's language) to keep you informed about the progress – international shipping takes longer, so transparency in this area calms buyers. Be prepared to handle complaints and returns from foreign customers – polite, helpful service in their language will make them more willing to return for more purchases despite the distance.
As you can see, preparing a store for cross-border eCommerce requires work on many aspects: from the technical side of the website, through the offer and prices, to after-sales operations. The good news is that stores that manage to meet these criteria gain a competitive advantage and customer loyalty in new markets. Working out the details before you launch will help you avoid mistakes and build a positive brand image from the very beginning of your presence abroad.
Strategies for entering foreign markets: marketplaces vs DTC
At the expansion planning stage, you need to decide what strategy for entering new markets you will choose. The two main paths are: selling on marketplace platforms (external trading platforms) and selling in your own online store (DTC model, direct-to-consumer). Both approaches have their advantages and disadvantages – often the best solution is to combine them in a thoughtful way.
- Marketplaces (trading platforms): Starting sales through global marketplaces – such as Amazon, eBay, Etsy or regional platforms such as Allegro (Czech and Slovak versions) or eMAG – is the fastest way to reach foreign customers. By choosing a marketplace, you use an existing user base and infrastructure. This is an ideal solution totest demand for your products on a foreign market at first without large investments in your own infrastructure. The marketplace takes care of many technical issues (the store engine, payments, certain aspects of logistics such as the Fulfillment by Amazon program), and you can focus on listing offers and handling orders. You also gain credibility – customers trust reputable platforms, so they are more likely to buy from an unknown seller if the transaction takes place on Amazon, for example. However, marketplace sales also have their downsides. Competition is at your fingertips – your products are displayed next to offers from hundreds of other sellers, which often leads to price wars and pressure for lower margins. In addition, the marketplace charges commissions on sales, which reduces your profit. You have limited control over the shopping experience and customer relationship – the customer feels a connection with the platform rather than your brand. Finally, you are dependent on the terms and algorithms of a given platform (e.g. a change in Amazon's policy could significantly affect your business). To sum up, marketplaces are a great option for a start and checking interest in products abroad without worrying about complicated logistics, but in the long run it is also worth building your own sales channels.
- Your own online store (DTC model): An alternative (or complement) to a marketplace is selling directly in your own e-store on a given market. This strategy requires more work at the start - you have to attract traffic yourself (e.g. through marketing, SEO, advertising), take care of all logistics and service, and also gain customer trust as a new brand on the market. However, the benefits are significant. First of all, you have full control over the brand and customer experience - from the appearance of the website, through the way products are packaged, to post-sale communication. You can build your own brand recognition, and not be one of many sellers on someone else's platform. The entire margin stays with you, you do not pay a commission to the intermediary (although of course you incur the costs of marketing and maintaining the store). You also build acustomer base - having their email addresses, purchase history, etc., you can conduct effective remarketing, loyalty programs and direct communication. Your own store gives you flexibility - you decide on the assortment, prices, promotions, without the limitations imposed by the marketplace regulations. The disadvantage is the need to invest in promotion and the time needed to gain traffic. That is why many companies start with the marketplace to gain the first customers abroad, and in parallelwork on launching a local version of their store. This approach allows you to "have your cake and eat it too" - use the reach of marketplaces, and at the same time gradually redirect some customers to your own DTC channel. It is worth remembering thatin the long term, your own store offers greater opportunities for scaling and building brand value.
Which strategy to choose? It depends on the specifics of your business. If you have a unique product and want to build a premium brand - your own store will be a must, and the marketplace can only serve as an additional sales channel. If you sell a mass product that competes in price - the marketplace will quickly provide you with sales volume, although you must take care of the competitiveness of your offer. Often the best solution is ahybrid: at the beginning, enter the marketplace for a quick start, and at the same time prepare your own store in English or the local language. After building a brand and customer base, you can gradually become independent from the marketplace, keeping it, for example, only for specific markets or product segments. Remember that the choice is not permanent – you can change your strategy as you gain experience in new markets.
Recommendations for companies that want to sell abroad from Poland
When planning international expansion, it is worth approaching the subject methodically. Here are somepractical recommendations for Polish online stores considering cross-border sales:
- Start small: Instead of entering five markets at once, chooseone promising country to start with. Conduct a sales pilot, e.g. in the Czech Republic, Germany or Ukraine – i.e. in a market that has good prospects for your product range and is relatively similar in terms of logistics or culture. After gaining experience and stabilizing sales in the first country, it will be easier for you to expand your business to other markets. This strategy minimizes risk and allows you to learn on a smaller scale before investing more in global expansion.
- Do solid research on each market: Get to know the local market before you enter it. Analyze market data - the size of the e-commerce market, the competition (local and foreign players), consumer shopping preferences, popular marketing channels. Check which products are in demand there and which are missing. Identify differences in customer behavior - e.g. whether they prefer cash on delivery or card, what delivery methods are standard, what social media platforms they use. This knowledge will allow you toadapt your offer and marketing strategy to the expectations of your recipients. If possible, visit trade fairs in a given country or contact local partners to better understand the specifics of the market.
- Customize your store and back office before launch: Before you launch sales to foreign customers, prepare the entire infrastructure that we wrote about in the previous section. Make sure that the store is translated, prices are correctly converted, and payment and logistics integrations work. Test the order process from the perspective of a customer from another country - from creating an account, through purchase, to delivery - to identify any potential barriers (e.g. lack of a payment method, too high shipping costs displayed in the basket, problems with the address format, etc.). Also preparethe customer service department - scenarios for answers to frequently asked questions, translations of email templates, people responsible for communication. The better you prepare the back office, the smoother the start of sales will be and the better reviews you will get from your first foreign customers.
- Use tools and partners that support cross-border: You don't have to do everything yourself. Use available solutions - for example, if you operate on Shopify, enableShopify Markets and its multi-currency, translation, and tax calculation features. If your store is based on another platform, consider using translation applications (e.g. Weglot, Lokalise) or payment integrators that support multiple currencies. In terms of logistics, you can use the services offulfillment operators (e.g. logistics companies specializing in e-commerce), who will take over the storage and shipping of goods abroad - this is a good solution when the volume of orders is growing. It is also worth establishing cooperation with localmarketplaces or price comparison sites in target markets to increase product visibility. Another idea is to take advantage of government or EU programs that support SME exports – they often offer training, subsidies for participating in trade fairs or advisory assistance when entering new markets.
- Monitor results and learn as you go: After entering a new market, monitor key indicators closely – sales, website traffic, conversions, abandoned carts, customer feedback. Analyze which marketing channels bring the best results (SEO, Google/Facebook ads, marketplace, influencers?), which products sell best and which ones do not. Be ready tomodify your strategy – e.g. adjust prices, expand your product range to include locally popular products, change to a faster carrier if customers complain about deliveries. Entering a market is a learning process – collect feedback from foreign customers and make improvements. For example, if they often ask about service in their own language – consider hiring a native speaker; If they compare you to a local competitor - check what you can do better than him. Agile responding to data from the market will make you achievea better competitive position.
- Think long-term and build the brand: Although the first steps in cross-border ecommerce can focus on generating sales here and now ID = ""> long-term brand building strategy in new markets. Invest in customer satisfaction - positive opinions and word of mouth are priceless in every country. Create local social media profiles, provide valuable content (e.g. guides, inspirations) in the appropriate language, establish cooperation with local influencers or industry portals. Your goal is to becomea recognizable and trustworthy seller in the eyes of foreign consumers, and not just one of many anonymous import stores. Building a brand takes time, but brings lasting results - loyal customers who will return to the next purchases and recommend your store to others.
Finally, remember that foreign expansion is a challenge, but also a great chance . Polish e-commerce has better and better conditions to compete globally-we have good products, technological facilities and support for platforms like Shopify, which eliminate many entry barriers. If you properly prepare for cross-border ecommerce, your store can gain second life in new markets and achieve the dynamics of growth unreachable with focusing only on Poland. Guided by the above recommendations, learning on an ongoing basis and being ready for adaptation, you will build solid foundations for the international success of your e-business. Good luck!
