Successful international shipping
Expanding internationally is a powerful growth strategy for e-commerce businesses and a natural next step after establishing a strong domestic presence. Successfully international sales require not just translating your webshop and allowing shipping to other destinations, but also adapting your logistics, pricing, and customer service to meet the expectations of customers in different countries. Here we focus on the logistics side of international sales as that comes with a great deal of complexity that don’t exist in domestic shipping:- Customs requirements when booking and generating shipping labels
- Potentially multiple carriers involved in a single shipment
- Duties and taxes that must be calculated and collected at checkout
- Longer delivery times and higher shipping costs
Key components before starting
Before you begin shipping internationally, you need to understand and prepare for several critical components:Customs and duties
Every international shipment must clear customs in the destination country. Successful international shipping means avoiding extended delivery time and unexpected surcharge for the customer.Understanding customs
Learn about customs duties, VAT, HS codes, and customs identifiers in detail
Shipping methods and carriers
Choose the right shipping methods for international deliveries:- Express vs standard: Balance speed against cost
- Carrier selection: Different carriers excel in different regions and international shipping might involve multiple carriers.
- Delivery options: Decide between DDP (Delivered Duty Paid) and DAP (Delivered at Place). Hint: Always offer DDP if at all possible.
- Tracking capabilities: Ensure visibility throughout the journey with a tracking system that allows the user to follow the package from booking all the way to final delivery - not just in the destination country.
Documentation requirements
International shipments require more documentation than domestic ones. Requirements vary depending on the carrer, service and route but examples include:- Commercial invoice: Detailed product information and values
- Customs declarations: Forms required by destination countries
- Certificates of origin: May be required for preferential tariff treatment
- Product-specific permits: Required for regulated goods
Pricing and payment
Set up your systems to handle international transactions:- Landed cost calculation: Include product, shipping, duties, and taxes
- Currency conversion: Display prices in local currencies when possible
- Payment methods: Offer payment options popular in each market
- Tax collection: Configure checkout to collect duties and taxes upfront
Regulatory compliance
Stay compliant with regulations in each market:- Product restrictions: Understand prohibited and restricted items
- Labeling requirements: Meet destination country labeling standards
- Data privacy: Comply with data protection regulations (GDPR, etc.)
- Consumer rights: Understand return and warranty requirements
Progressive expansion strategy
Rather than attempting to ship globally all at once, we recommend a strategic, phased approach:Phase 1: Start within the EU
If you’re based in an EU country, begin by shipping to other EU member states. This offers several advantages:- Simplified customs: No customs declarations for intra-EU shipments
- Established procedures: Well-defined VAT and tax regulations
- Familiar regulations: GDPR and consumer protection laws apply uniformly
- Shorter distances: Faster delivery times and lower costs
Shipping within EU
Learn about VAT requirements and procedures for EU intra-community trade
Phase 2: Expand to nearby markets
After establishing EU operations, expand to neighboring markets with established trade relationships: United Kingdom: Post-Brexit procedures are well-defined and familiar to EU businesses.
Shipping to UK
Understand post-Brexit customs and VAT requirements for UK shipments
Shipping to Norway
Learn about VOEC registration and DDP shipping to Norway
Phase 3: Enter global markets
Once you’ve mastered regional shipping, expand to major global markets: United States: The world’s largest e-commerce market.
Shipping to USA
Navigate US customs requirements - especially with latest changes to de minimis rules
- Asia-Pacific: Australia, Japan, South Korea, Singapore
- Rest of Europe: Switzerland, non-EU countries
- Americas: Canada, Mexico, Brazil
Essential first steps
To prepare for international shipping:-
Research your target markets
- Understand demand for your products
- Analyze competition and pricing
- Verify products are allowed in destination countries
- Assess shipping costs and delivery times
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Set up your data
- Add HS codes to all products
- Document country of origin for each product
- Create detailed product descriptions
- Ensure weights and dimensions are accurate
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Configure your systems
- Enable international shipping in your e-commerce platform
- Set up tax and duty calculation
- Configure shipping rates for international zones
- Test the complete checkout flow
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Establish carrier relationships
- Connect with carriers that serve your target markets
- Negotiate rates for international shipments
- Set up accounts and obtain necessary credentials
- Test label generation and tracking
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Prepare customer service
- Train staff on international shipping procedures
- Create FAQ content about duties and delivery times
- Establish processes for handling customs issues
- Set up multilingual support if needed
Carrier connections
Connect carriers and configure your shipping settings
Common pitfalls to avoid
Underestimating complexity
International shipping is more complex than domestic. Don’t assume you can “figure it out as you go.” Invest time in understanding requirements upfront to avoid costly mistakes and customer service issues.Incorrect product classification
Using wrong HS codes leads to:- Incorrect duty calculations
- Customs delays and inspections
- Fines and penalties
- Damaged customer relationships
Hidden costs at delivery
If customers face unexpected charges at delivery, expect:- High cart abandonment rates
- Refused deliveries
- Negative reviews
- Customer service burden
Inadequate documentation
Incomplete or incorrect shipment declarations causes:- Shipment delays at customs
- Additional carrier fees
- Returned packages
- Frustrated customers
Poor communication
Customers need to know:- Expected delivery times (including customs processing)
- What charges are included in the price
- How to track their shipment
- What to do if there are issues