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Originally published on September 26, 2023, updated October 12, 2023
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Amazon, the online marketplace giant, makes entering cross-border trade accessible for online sellers of all sizes.
Expanding to international markets holds immense growth potential. However, it is still a complex venture. The true challenge in today’s fiercely competitive eCommerce landscape is to turn the abundance of prospective buyers into actual customers.
Is there an easy-to-follow formula that increases the chances of not just driving but converting international sales? Keep reading for tips on how to sell internationally on Amazon!
Amazon’s credibility among customers worldwide is a solid foundation for your brand's global expansion.
Venturing into international marketplaces can be done at a relatively low risk and cost. These are often foreign markets where local sellers can’t offer specific products or meet the local demand.
For online sellers new to cross-border trade, Amazon can serve as a responsive test ground because of:
Amazon's extensive customer base and efficient advertising tools provide a cost-effective means to reach your target audience.
Amazon's existing infrastructure and global presence provide a streamlined path to international markets, accelerating your entry.
Not only are online sellers drawn to Amazon, but buyers are, too.
Why? Online marketplaces leverage shopper data to make digital experiences more targeted and personalized. It makes shopping there intuitive and pleasant.
And it works: studies consistently prove that most online shoppers do not start searching for products on Google but on Amazon.
Accessing international markets seems indeed effortless with Amazon. However, fine-tuning a winning sales strategy requires some knowledge and experience.
Launching an Amazon store won’t automatically guarantee foreign buyers flocking to your listings. The buyers are there, but so is your competition.
You need to make sure that potential customers will be able to find your listings when they’re looking for what they need.
What makes your products visible on marketplaces? And what can help your listings land and stay on the first page of search results?
In contrast to other factors (like price) that impact the buyer's decision at a later stage, product visibility is affected by the particularities of the Amazon search engine.
Optimizing your listings can influence the likeliness of your products being discovered by a potential buyer. Your listings are an important part of how to sell internationally on Amazon.
Best practices of listing optimization will differ depending on the country your online business is targeting. It can only be done with a solid eCommerce localization strategy in place.
eCommerce localization is a term that describes all aspects of preparing marketplace listings to grow international sales.
Localization aims to provide international buyers with an online shopping experience indistinguishable from their native experience.
The process is much more nuanced than mere translation. A successful eCommerce localization strategy should combine translation, cultural background, and keyword research.
In other words, when you translate your product listings, you must ensure they include the search terms that local shoppers look for on marketplaces. This can affect and boost your traffic directly.
It’s interesting to research and compare what keywords and phrases drive sales in different markets. According to one of our analyses, product listings that included the word “fancy dress” had a 250% bigger chance of being sold in the UK compared with items containing the expression “costume” which was, in turn, more popular in the US.
The key is to understand that even though a particular product can be described by a couple of words that may be technically a correct translation, some will be used more often than others by online shoppers browsing through Amazon listings.
Thankfully, marketplace sellers can avoid the lengthy research process by using an AI-based localization software tool to ensure high-quality translations adapted to local buyer preferences. Such solutions can accelerate researching the keywords that are crucial for generating traffic.
The true potential of growing your brand globally with Amazon is that it’s at the forefront of advertising innovation.
According to Statista, Amazon Advertising’s global ad revenue reached 38 billion US dollars in 2022, nearly doubling 2020’s results. Its rapid growth reflects Amazon’s status as a top player in retail media advertising.
The Amazon Advertising service works similarly to PPC ads on Google. Sellers only pay when shoppers click on their ads, regardless of whether or not the advertised product sells.
Paid advertising is undoubtedly the quickest way to boost your product listings on Amazon. Ads can elevate individual listings to the top of search results pages, increase traffic to Amazon Brand Stores, or show listings to customers who have navigated away from the platform for a moment.
The right international advertising strategy will allow you to effortlessly manage a high number of fine-tuned campaigns in multiple languages. They must be localized across all markets, as cultural differences might require additional tone of voice and keyword adjustments.
A properly localized, data-driven paid marketing campaign run on a foreign, less competitive market can offer lower cost-per-click, further drive traffic, and improve ROAS.
Yet despite the sheer volume of traffic marketplaces drive, some sellers still need help to increase their conversion rates. How is that possible?
To state the obvious, advertising is not sales. It can increase your chances of making a sale, but it won’t sell your products for you.
Consider this: the Amazon ad you set up drives a lot of traffic to your listing, but the number of conversions could be much higher. This is a clear signal that your product page should be further optimized.
Take a look at the product description, additional information, and images. Is your listing 100% retail-ready?
Related reading: Amazon Retail Readiness Checklist
Instead of limiting your strategy to SEO-friendly keywords, the concept of retail readiness focuses on how the product listing is presented to prospective buyers and its potential to convert them.
Does it instantly grab their attention? Does it encourage them to explore the offer further? Does it provide all the essential information and exhaust all questions they might have?
To assess the retail readiness of your listing, make sure that:
Some other factors that could help lay the trust foundation are customer reviews, ratings, and FAQ sections.
A retail-ready product listing will essentially build trust with the online shopper and increase the likelihood of making a sale.
Amazon is not just a platform. It's a bustling ecosystem with boundless growth potential. But to fully harness the opportunities it presents, sellers need to embrace localization, leverage advertising innovation, and make sure their listings are accurately optimized.
At Webinterpret, we understand the power of a holistic marketplace growth strategy. Our AI-driven software empowers Amazon sellers with advertising and localization solutions that enable our customers to deliver campaigns with a truly global impact. If you want to grow your online sales internationally, feel free to contact our sales experts.
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