10 Steps to a Successful Market Entry into Europe

Internet marketing often seems challenging. For ecommerce businesses, determining the best target markets requires design and planning as well as strategy and knowledge of prerequisites like promotion, advertising, branding, browser algorithms and ranking.

However, the reality of internet marketing can be based on an offline style of marketing that has been successful.

Generally, goods and services that appeal locally may be easily marketed to a wider and more expanded target market online. A major point to success is to know specific target markets and where they are located domestically and internationally.

Europe as a Target Market

If you choose to expand a domestic ecommerce business to Europe, there are ten steps to consider. These include:

  1. Coordinate goods and/or services to suit European target markets
  2. Take the time to study existing European markets to determine competitors
  3. Learn nuances and language variations for proper marketing across Europe
  4. Determine European buying habits
  5. Maintain current data on popular products and services
  6. Start market entry on a manageable level
  7. Consider using established sites
  8. Choose a universally accepted payment options
  9. Choose internationally recognized shipping methods
  10. Encourage European buyers with an internationally friendly website

1. Coordinate Goods and/or Services

Once a target market for Europe has been determined, an ecommerce business should develop a coordinated strategy to introduce business brand, goods and services suited to each European country’s markets. Goods and services that will capture optimal European online customers vary widely.

2. Take the time to study existing European markets to determine competitors

Once a coordinated plan for goods and services is developed, follow up with a study of existing European markets to determine online competitors for your market share. For example, if your main product is olive oil, your branding should reflect differences in your product’s properties from those in Italy or Spain where the olive industry creates competition.

3. Learn Nuances and Language Variations Across Europe

For proper marketing purposes from country to country, it is important to learn nuances and language variations to avoid website content that may be confusing.

For example, if your successful market entry into Europe for your ecommerce business targets France, consider engaging the services of a French SEO company SmartWeb Group to create marketing content that is readily understood in the French vernacular.

4. Determine European Buying Habits

There is no doubt in ecommerce of the importance of determining buying habits. Buying habits are the essence of success in the presentation and sale of goods and services.

Buying habits in Europe are replete with variables in buying frequency and keen analyses of quality of each product or service. It is also important to know European buying motivation for successful market entry.

5. Maintain Current Data on Popular Products and Services

Some European countries are first in presentation of new products and services. Market entry into Europe includes maintaining current data on trending of popular products and services to avoid costly duplication.

6. Start Market Entry on a Manageable Level

For any start up to be successful, it is crucial to build a solid foundation for the business. To enter European markets, begin on a smaller scale until an adequate number of reliable customers are acquired. Keep the website manageable until revenues allow for greater expansion.

7. Consider Established Sites

For startups entering the European markets, it may be beneficial to consider using established sites such as eBay or Amazon to increase brand visibility, company name and goods and/or services. These sites help build ecommerce business functionality and reputation.

8. Choose Universally Accepted Payment Options

Some ecommerce websites want to cover all bases and offer universally accepted payment options such as PayPal, American Express or other credit cards. It is also a good idea to offer more than one type of payment option.

9. Choose Internationally Recognized Shipping Methods

When goods are involved in ecommerce marketing, how goods are shipped from seller to buyers in Europe is important. Choose shipping methods instantly recognized by European buyers for buyer confidence and assurance.

10. Encourage European Buyers with an Internationally Friendly Website

In order to encourage interest in your website, make it user friendly to European buyers by ensuring content and ads make ordering goods and services a simple and easy process.

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