Beyond borders: A guide to expanding your small business internationally

Thinking about selling your products internationally? Expanding into new markets is an exciting opportunity to grow your small business, reach more customers and build a global brand. Thanks to e-commerce and improved supply chains, selling overseas is now more accessible than ever.

But we know it can feel overwhelming. Costs, customs regulations, shipping and keeping customers happy – it’s a lot to think about. The good news? With the right preparation and planning, expanding internationally doesn’t have to be a headache.
 

Preparing to expand internationally

Emerging markets offer huge opportunities for small businesses. According to PwC, the top 15 fastest-growing economies over the next 27 years will be in developing markets, with nine in South and Southeast Asia.

Closer to home, UK businesses are seeing the benefits of trading internationally. HSBC reports that 87% of UK companies already trading overseas plan to expand further in the coming year. Despite economic uncertainties, international expansion remains a key growth strategy.
 

Research your target markets

Before selling internationally, get to know your potential customers. Who are they? What do they buy? Are there cultural differences that might affect demand? Checking out similar businesses is a great first step.

Examining local competition, pricing trends and economic conditions helps assess market viability. Tools like Google Trends, social media insights and competitor analysis can highlight opportunities. Institutions like the Federation of Small Businesses also offer valuable guidance.
 

Legal and financial considerations

Each country has unique tax laws, import duties and trade regulations, so staying up to date is essential. Understanding customs tariffs, VAT obligations and trade agreements helps avoid unexpected costs and delays.

You’ll also need to consider payment methods and currency exchange. Using the Import One Stop Shop (IOSS) simplifies VAT collection for EU sales, reducing admin effort. Partnering with a financial provider specialising in global trade can also help smooth transactions.
 

Adapting your products

You may need to make a few tweaks to meet local regulations or customer expectations when expanding your business overseas. This could mean adjusting labelling or packaging, or modifying descriptions to align with country-specific rules and cultural nuances.

Some countries have strict product ingredient, safety certification or advertising regulations. Running small test launches and gathering local feedback helps fine-tune your approach before scaling up. Collaborating with local distributors or industry experts can also offer valuable insights.
 

International shipping: A step-by-step guide

Choosing the right shipping partner

Reliable shipping is key to international success. You need an affordable, efficient service that simplifies customs and last-mile delivery. A good shipping partner should offer competitive pricing, tracking options and strong customer support.

At Royal Mail, we provide tailored international delivery advice for SMEs, global reach and flexible service options. With customs expertise and reliable parcel tracking, we make international shipping easier.
 

Packaging and labelling for international shipments

International parcels travel long distances, often through multiple handling points. Proper packaging ensures products arrive safely

Use durable materials to protect fragile or high-value items. Labelling is equally important – each country has different requirements for customs declarations and address formatting. Understanding country-specific import restrictions and working with a trusted shipping provider like Royal Mail helps avoid delays and ensures smooth customs clearance.
 

Managing shipping costs

Shipping costs add up quickly, but you can keep them in check. Bulk shipping discounts, choosing the right parcel size and understanding dimensional weight pricing all help reduce expenses. Consolidating shipments and using a mix of delivery services can minimise costs too.

To help, we offer a range of international shipping options. When you buy international postage online, Click & Drop automatically generates and prints customs documents and shipping labels. This simplifies exporting and helps manage deliveries and budgets.
 

Tracking and customer communication

Providing real-time tracking builds transparency and trust. Offering estimated delivery times gives customers peace of mind and improves their buying experience.

You can also integrate automated tracking notifications and proactive customer communication into your post-purchase experience to enhance your service.
 

Marketing and promoting your international presence

Building an online presence

Your online presence is the first step to reaching international customers. Optimising your website for global buyers – adding currency conversions, multilingual support and mobile-friendly design – improves accessibility and user experiences.

Expanding to multiple sales channels, including social commerce and country-specific platforms, increases visibility and drives conversions. Responsive customer service across different time zones also builds buyer trust.

Using marketplaces like eBay, Amazon and Etsy offers a ready-made international audience, while integrating with our e-commerce shipping solutions ensures seamless fulfilment.
 

Maintaining customer relationships

Great customer service is just as important as great products. Hassle-free returns, responsive support across time zones and incentives for repeat purchases help build strong international relationships.

Gathering feedback, offering personalised recommendations and using loyalty programmes all strengthen customer connections. Clear communication, multilingual support and region-specific FAQs boost trust and retention too.