70% of Consumers Already Shop Across Borders. How Do You Sell to Them?

Many e-commerce businesses have considered expanding into international markets. And the preparation usually looks the same: translate the website, launch a few ad campaigns, and hope that what worked at home will work just as well abroad.

But according to the latest DHL research, reaching customers is no longer the biggest challenge.

Today, 70% of consumers have already bought from international online stores, and 45% do so at least once a month. In other words, cross-border shopping has become completely normal.

There's another figure in the same study that's arguably even more important. Nearly seven in ten shoppers (67%) have abandoned a purchase because of the delivery offer. And, as we discussed in our previous article, many customers now arrive at an online store after they've already compared products, checked prices, and even decided which retailers are worth considering.

That means the challenge has changed. It's no longer just about getting onto the customer's shortlist-it's about giving them enough confidence to buy from you once they land on your website.

This is exactly where many businesses get it wrong. They localize their website, but they don't localize the entire digital customer experience.

Why Translating Your Ads Isn't Enough Anymore

Ten years ago, expanding internationally was mostly about reaching a new audience. Today, a large part of the buying journey happens before someone even visits your website. People compare products on Google, ask AI tools for recommendations, and only then decide which online store is worth clicking on.

That means the real work starts after the click-not before it.

Are prices displayed in the local currency? Can customers pay using methods they already trust? Are shipping costs transparent? Is the returns policy easy to understand? Does the website feel trustworthy?

If the answer to any of those questions is "no," even the most successful advertising campaign is unlikely to deliver the results you expected.

That's why expanding into international markets no longer starts with a bigger advertising budget. It starts with building the right digital marketing ecosystem.

Where Should You Start?

Step one: localization. And no, that's not the same as translation.

Language is only part of the equation. Your website should also use the local currency, familiar payment methods, market-specific terminology, and communication that feels natural to customers in that country. People can tell almost instantly whether a website has been genuinely adapted for their market-or simply translated.

Step two: SEO. One of the biggest mistakes businesses make is assuming that translating product titles and categories is enough. It isn't. People search for the same products in very different ways depending on the market. Before entering a new country, it's worth carrying out local keyword research and making sure your website reflects how people actually search there. This is no longer just about Google, either. Well-structured product information also makes it easier for AI tools-which more and more shoppers now use to discover and compare products-to understand and recommend your products.

Step three: advertising. Every market has different audiences, different competitors, and different advertising costs. Campaigns that perform well in Lithuania won't necessarily work in Germany, Spain, or Sweden. Rather than copying what already works, build campaigns around local market insights. It's also worth remembering that advertising is increasingly competing for a decision that's already taking shape, not for a customer's initial attention.

Step four: product pages. As we covered in our previous article, many shoppers now arrive at an online store after they've already narrowed down their options-or even made up their minds. That means your product page is becoming less about convincing someone to buy the product and more about convincing them to buy it from you. DHL's research shows that shipping information, returns, warranties, company details, and other trust signals play a critical role at this stage. If any of these are unclear, even the best advertising campaign can end with a closed browser tab instead of a completed purchase.

Step five: analytics. Looking only at ROAS or your overall conversion rate is no longer enough. Every market should be measured separately. Track customer acquisition costs, conversion rates, average order value, cart abandonment, and repeat purchases. Only then can you identify whether the problem lies in your advertising, your website, or your offer.

International Growth Starts Long Before Translation

DHL's research makes one thing clear: consumers are already comfortable buying from international retailers. The question is no longer whether they'll shop across borders. The question is whether they'll choose your store.

That's why preparing for international expansion is about much more than translating a website or launching new ad campaigns. You need to build an end-to-end digital customer experience-from being visible in search and AI-generated recommendations to product pages, shipping information, and customer support-that feels local from start to finish.