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Top Tips for Entering the European Marketplace

When it comes to online retail, things are moving quickly, and ecommerce stats continue to trend upwards every year. In 2020, as the result of global lockdowns, consumers shopped online in their droves.

According to Shopify Plus, by 2021, worldwide retail ecommerce sales will reach $4.9 trillion.

You have made the wise decision to take your brand to the next level and enter the European marketplace, so what’s next?

Ten Key Tips to Get You Ready for Your Subscriptions European Launch

WEBSITE

Build a website to target customers based in Europe. You can easily mirror your existing site and tweak accordingly. Incorporate an appropriate SEO strategy and avail of the less expensive European CPC rates in comparison to the U.S. rates. Europeans like to see a URL that reflects a localized website that shows the products are fulfilled in Europe.

 It is important that customers know they will not face delays with customs, duties or any unforeseen charges. 

LANGUAGE ON WEBSITE 

Your U.S. site will be written using North American English. In Europe, we recommend using British English. The biggest difference between the two is spelling and pronunciation. 

American                British
Color                            Colour

Fulfillment                 Fulfilment

Center                         Centre

Organize                     Organise

Honor                          Honour

Bank check                 Bank cheque 

Car tires                      Car tyres

PRICING

Prices on your European website do not need to be the same as your U.S. site. You now offer a localized fulfillment solution, and European customers are happy to pay more for that. Remember, your customers are getting a better experience, and this is where the real value is.

CURRENCY 

The prices you display to customers in the E.U. should be in Euros (€). This reaffirms that your orders are fulfilled from within Europe offering a better customer experience. Ideally, have an app installed on your website that will display the correct currency based on the location that your customer is in. Most website platforms offer currency converter apps/plugins that are well worthwhile as they really add to the customer experience. 

SOCIAL MEDIA 

Social media platforms are one of the best ways to let people know that your products are in Europe and one of the most cost-effective methods to promote your brand. 

According to UPS, in 2019, e-commerce businesses with a social media presence had an average of 32% more sales than those without social media profiles.

Carefully executed campaigns can have a hugely positive impact on your brand. If you need assistance in this area there are plenty of experts here in Europe that have experience in bringing international companies into this marketplace.

REVIEWS & FEEDBACK

Reviews from customers that have purchased from your European site and had a great experience carry a lot of weight and legitimize your European strategy and build trust. Around 70% of people consult ratings and reviews before making a purchase, according to PowerReview. 

Ask customers for feedback, let them know that you want to offer the best possible experience for European customers. Knowledge is key, and people like to help.

LOCALIZED FULFILLMENT

Having your inventory with a reliable 3PL fulfillment partner is essential to growing your brand in the European marketplace. Offering cost-effective delivery, fast shipping and localized returns are not only key to giving a great customer experience but are now expected by customers.

SHIPPING 

Highlight the fact that products are dispatched from Europe, with no hidden fees or delays with customs. Generally standard shipping in Europe takes two to four days, depending on destination. 

An increasing number of companies are offering Free European Delivery over a certain order value, and it’s another great incentive to promote online. This really shows you are committed to Europe and the experience you want to offer your customers. 

RETURNS

Highlight that you offer localized returns; it is a major benefit and like your delivery, well worth promoting on your homepage. Customers hit the “Add To Cart” button easier if they know that returns are localized and not international. 

HOLIDAYS & SEASONS 

Be aware of what holidays and seasons are good for online sales in your sector. Days such as Black Friday and Cyber Monday are now as lucrative in Europe as in North America. Holiday season 2020 is shaping up to be the biggest yet for the ecommerce industry with consumers worldwide still airing on the side of caution about shopping in person due to COVID-19.  Are you ready?


If you have the right products and can implement our tried and tested suggestions, then there is an eager community of over 5 million ready and waiting for your brand to take on Europe.

RedSky Europe is an Ecommerce Fulfillment and Vat (Tax) Management Services company based in Ireland. It offers services to European and international companies looking to grow their businesses.


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