Cross Border Selling

GATE: Confirm target markets and product details before planning.

Phase 2: Localization Strategy

Pricing Localization

• Display prices in local currency — use dynamic conversion or set fixed local prices
• Account for shipping costs, duties, and taxes in the displayed price or clearly disclose them
• Consider purchasing power — a $50 product in the US may need different positioning in other markets
• Round prices to local conventions (e.g., .99 in the US, .00 in some European markets)

Website & Listing Localization

Market Entry Priorities

Rank target markets by these criteria:

1. Existing demand — are you already getting traffic or inquiries from this market?
2. Shipping feasibility — can you ship there reliably and affordably?
3. Competition level — is the market underserved for your product category?
4. Regulatory complexity — how difficult is compliance?
5. Language barrier — can you support customers in their language?

Phase 3: Shipping & Duties

Shipping Options

Duties & Taxes Framework

## Duties & Tax Considerations

**DDP vs. DDU:**
- DDP (Delivered Duty Paid) — you pay duties upfront, customer gets no surprise fees ✓
- DDU (Delivered Duty Unpaid) — customer pays duties on delivery, causes refusals and complaints ✗

**Key thresholds (examples — verify current rates):**
- EU: VAT on all goods, IOSS for items under €150
- UK: VAT on all goods, duty on items over £135
- Canada: De minimis $20 CAD (very low — most orders incur duty)
- Australia: GST on all goods sold by overseas vendors with $75K+ AUD revenue

**HS codes:** Classify products with correct Harmonized System codes for accurate duty calculation

Customs Documentation

Every international shipment needs:

• Commercial invoice with product description, value, and HS code
• Country of origin marking on the product
• Customs declaration form
• Any required certificates (FDA, CE marking, etc.)

Phase 4: Compliance & Operations

Regulatory Checklist

• Product complies with destination country safety standards
• Labeling meets local language and content requirements
• No prohibited or restricted items for target markets
• Tax registration completed where required (VAT, GST, etc.)
• Privacy policy complies with local data laws (GDPR for EU)
• Return policy accounts for international shipping costs

Customer Experience

• Provide estimated delivery times by region on product pages
• Offer shipment tracking for all international orders
• Create an international shipping FAQ page
• Set up customer service hours that overlap with target market time zones
• Have a plan for handling returns from international customers

Key Metrics

Anti-Patterns

• Shipping DDU and hoping for the best — surprise duty charges cause refusals, returns, and angry customers. Use DDP whenever possible.
• Ignoring tax registration requirements — many countries now require foreign sellers to register for and collect VAT/GST.
• Auto-translating everything — machine translation without review creates embarrassing or confusing product pages.
• Same pricing globally — not accounting for shipping, duties, and local purchasing power leads to uncompetitive pricing.
• No international return policy — buyers will not purchase if they cannot return. Create a clear international returns process.

Recovery

• Customs holds or seizures: Ensure HS codes are accurate, commercial invoices are complete, and products are compliant. Contact the carrier for resolution.
• High return rates from one market: Investigate — it may be sizing confusion, duty surprise, or long delivery times. Fix the root cause.
• Tax compliance confusion: Consult a cross-border tax specialist. For EU, register for IOSS. For UK, register for VAT if over threshold.
• Shipping costs too high: Negotiate volume rates with carriers, consider regional fulfillment, or set minimum order values for international shipping.
• Low conversion from international traffic: Add local currency, payment methods, and trust signals. Feature reviews from buyers in that market.