Cross-border e-commerce: selling successfully in Europe and worldwide
Global e-commerce offers enormous opportunities for retailers who want to sell beyond national borders. But international success requires a Clever strategyto Logistics, payment methods, legal regulations and cultural differences to master.
1)Why is international e-commerce worthwhile?
- More customers & sales potential - Your market is not limited to your country!
- Growing demand for international products - Especially for specialty products (e.g. organic, luxury, fashion, food supplements).
- Benefit from currency & price advantages - You can earn more in markets with higher purchasing power.
- Easy scaling thanks to digital platforms - Amazon, Shopify & Co. make global trade easier.
Tip: Those who align their business internationally minimize risks from market fluctuations in their home country.
2)Where should you sell? The best marketplaces worldwide 🌍
🇪🇺 Europe (EU & UK)
- Amazon Europe (DE, UK, FR, IT, ES, NL, SE, PL) - The easiest entry point for European sales.
- eBay EU - Good for electronics, fashion & used goods.
- Zalando (Fashion & Shoes) - Leading marketplace for fashion in Europe.
- Allegro (Poland) - One of the largest marketplaces in Eastern Europe.
Tip: The EU has simplified VAT regulations (OSS - One Stop Shop) to facilitate trade between member states.
🇺🇸 USA & Canada
- Amazon USA - The world's largest online marketplace.
- eBay USA - Popular for collectibles, electronics & fashion.
- Etsy - Perfect for handmade products & niche markets.
- Walmart Marketplace - Strong competition to Amazon, but difficult entry.
Tip: In the USA, fast delivery & excellent customer service are crucial. Fulfillment service providers such as FBA or ShipBob are important.
🇨🇳 China & Asia
- Tmall Global (China) - For premium & international brand products.
- JD.com (China) - Popular for electronics, fashion & health products.
- Lazada & Shopee (Southeast Asia) - Perfect for growth markets such as Indonesia, Thailand & Vietnam.
Tip: China has high import duties & special regulations for food & cosmetics. Local partners or distributors are helpful.
🇹🇷 Turkey & Middle East
- Trendyol (Turkey) - The largest marketplace in Turkey.
- Hepsiburada (Turkey) - Strong competition to Trendyol, especially for electronics.
- Amazon.ae & Noon (Middle East) - Important for the United Arab Emirates & Saudi Arabia.
Tip: Payment by installments (taksit) is very important in Turkey, and luxury products are in demand in the Gulf States.
3) International payment methods: What customers prefer
- Europe & USA: PayPal, credit card, Klarna (purchase on account in Germany & Scandinavia)
- China: Alipay, WeChat Pay, UnionPay
- Turkey: iyzico, PayTR, installment payment (Taksit) with Turkish banks
- Middle East: Cash on Delivery (especially in the UAE & Saudi Arabia)
Tip: Use local payment methods to reach more customers!
4)Logistics & shipping: How international shipping works
- Shipping solutions for cross-border trade:
- Amazon FBA (Fulfillment by Amazon) - Perfect for worldwide sales via Amazon.
- DHL, UPS & FedEx - Fast, but expensive.
- Sea Freight & Forwarders - For larger quantities & B2B business.
- Local fulfillment service providers - Z. E.g. ShipBob (USA), Aramex (Middle East) or SF Express (China).
Tip: Use a local warehouse (e.g. in the EU, USA or China) to optimize shipping costs & delivery times.
5)Legal & tax challenges ⚖️
-Important points for international e-commerce:
- Value added tax (VAT, KDV, sales tax) → In the EU, the OSS system applies to retailers; in the USA, the sales tax rules vary depending on the state.
- Customs & import regulations → Food, cosmetics & electronics often have special requirements.
- Data protection (GDPR vs. international standards) → Strict data protection rules apply in the EU, in the USA & Asia they are more relaxed.
Tip: Get tax advice if you want to sell internationally to avoid problems with customs & taxes!
6) Marketing for global success 📢
- Successful strategies for the international market:
- Localization of product descriptions & advertisements - Customize language & currency!
- SEO & Google Shopping Ads for local search queries - Germans google differently than Americans or Turks.
- Social media & influencer marketing - Particularly important in Turkey, China & the USA.
- Use ratings & trust seals - Customer trust is crucial internationally.
Tip: What works in Germany doesn't necessarily work in Turkey or the USA. Adapt your marketing to the target group!
All Categories
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- Bank financing and promotional loans for international investors in Germany
- Popular products: What sells best in German-Turkish online retail?
- Payment methods in German-Turkish e-commerce: What customers prefer
- Bureaucracy in German labor law: What companies from the EU need to consider
- Mastering bureaucracy: step-by-step guide to the most important official channels for companies
- Bureaucracy and official channels for companies
- Opportunity card & EU Blue Card: How employers in Germany can attract skilled workers from abroad
- German tax authorities: Who is responsible for what?
- The most important customs and tax duties for foreign companies in Germany
- Discrimination in the workplace - legal protection of foreign employees
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- Company formation & investment in Germany
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- Business registration - explained step by step (for people from abroad)
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- Trade unions and works councils: What co-determination exists in Germany? - A guide for employers from the EU
- Cross-border e-commerce: selling successfully in Europe and worldwide
- Commercial register entry - when is it necessary?
- Sales representative or own company? The best market entry strategies for Germany
- Import of foodstuffs
- International shipping strategies: How to deliver your products abroad efficiently
- Investing in Germany: opportunities & challenges for entrepreneurs
- Investment promotion in Germany: What grants and subsidies are available?
- Cultural differences in purchasing behavior: What distinguishes German and Turkish customers
- Logistics and shipping: the best solutions for cross-border trade
- Payroll accounting in Germany: Obligations for foreign employers
- Marketing strategies for successful online sales in Turkey
- Marketplaces vs. your own online store: Which strategy is more worthwhile?
- Reporting obligations for managing directors from abroad
- Minimum wage and social security obligations for foreign employers in Germany
- Posting employees abroad: Everything you need to know about the A1 certificate for employers
- Posting employees to Germany: How the A1 certificate works for employers in the EU
- Necessary permits for various industries in Germany
- Pharmaceuticals and machines: What regulations apply?
- Trial period
- Legal framework: Which laws and regulations apply to e-commerce?
- Choice of legal form and its bureaucratic consequences (e.g. GbR vs. GmbH)
- How the German VAT system works for foreign retailers
- Collective agreements & minimum wage - what applies to international employees?
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- Proof of origin and trade agreements: How foreign companies save on customs duties
- VAT ID & Co - what you get and need from the tax office
- Packaging Act and disposal obligations for foreign companies
- From registration to approval: how to navigate the bureaucracy as an entrepreneur
- When does a foreign company need a branch in Germany?
- Exporting goods to Germany: Which customs procedures apply?
- What is customs and what are its tasks in Germany?
- Which professions need recognition in Germany? Important information for employers
- What types of companies are there in Germany? A comparison for investors
- Important contacts: Which authorities help foreign companies?
- How do I get a VAT ID as a foreign company?
- How to sell internationally - Customs
- How do I obtain an EORI number for trade with Germany?
- How does the electronic tax return work (ELSTER) for foreign companies?
- How does fiscal representation work for companies not based in Germany?
- Customs & import procedures
- Customs & import procedures: How to import goods into Germany with legal certainty
- Customs and taxes: What retailers need to consider when exporting from Germany to Turkey
- Duty-free allowances and exemptions: When is no import tax due?
- Customs tariff numbers (HS codes) correctly: How to avoid delays