Why and how your e-commerce business should cross borders?

Should I provide my online shop only in the own country or should I better sell into the big wide world? Many online merchants must keep on asking wether they should internationalize and roll out a cross border online shop or rather not. On our blog Anna Sawicka from the agency Kiwee gives a short overview about requirements you should take into account when it comes to international e-commerce business. In about two weeks Anna will hold an extensive presentation at Meet Magento Germany 2016 about all issues relating to cross border trade in conjunction with Magento.

Anna Sawicka, CEO and co-founder of Kiwee:

Locally or globally?
This question is being asked by many e-commerce businesses. Let’s throw away all marketing speak that everybody should start selling globally. My advice is to start with a set of basic questions that children ask and which we adults forget.

Why to sell globally?
To properly answer this question a deep analysis of the target market is required. What is the domestic buying power index in the country where you want to sell? What are your competitors on the foreign market? Is there still a marketplace for your product?

What is a growing interest of your customers?
Essential here is to understand the culture of a target country and to observe the trends.
Do not guess, read the data!

Going global lures many merchants. Many of them perceive it as a method of boosting revenue or business development. However cross border selling shouldn’t be a means to an end for resolving current problems of a business. A strong position on national market is decisive to sustain cross border online store.

Rolling out a cross border online store is a long term investment. Many obstacles need to be addressed during this journey:
– international shipments
– international returns
– different preferred payment methods in different countries
– various buying habits of the customers across different countries
– culture inclinations

There is no one pattern for all the online businesses. Each merchant should evaluate all pros and cons and decide individually if to sell globally.

Store internationalization in Magento
Can your eCommerce platform be easily adopted to multiple languages, currencies, tax rates, products?

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Magento flexible data structure hierarchy can cope easily with multi-country, multi-language, multi-product catalogue demand.

However, building e-commerce store is not only about e-commerce platform but about e-commerce ecosystem: integration with payment and delivery methods, ERP, PIM, CRM. Its easiness to integrate with other systems and strong community are killer features of Magento.

Scale or die!
New cross border store signifies new traffic and new traffic spikes caused by search crawlers hitting the servers at the same time, national holidays and events.
Being prepared upfront will save you. Recommended and proven in action approach is to scale horizontally.


Because of the current relevance of internationalization in e-commerce we appointed as a focus topic of #mm16de. Do not miss Anna´s session “Cross Border and Magento – Take off, aviate, navigate!” on first conference day (July 05) in Conference Room at 11:30 a.m.

You want to learn more about Anna Sawicka and Kiwee? So, read the hashtag interview below!



Why did you apply as a speaker?
I would like to share my experience in building e-commerce ecosystems. I’m happy when I can be helpful for other people.

What do you associate with Meet Magento DE?
I associate Meet Magento DE with great event and an opportunity to meet interesting people to exchange an experience. Unique and creative atmosphere of Leipzig is what I adore.

Is it your first time as a speaker at the event?
Yes and I’m very excited about it!

Why the attendees shouldn’t miss your lecture?
If you are thinking about going global or you’ve already started it my lecture will be perfect for you. It will be a great portion of practical knowledge, tips and tricks. I’m going to cover the key aspects of building international Magento store and I will help you to avoid issues and make the transition smooth.


Since when do you work with Magento?
I have been working with Magento since 2009. Time flies fast and Magento 1.3 became Magento 2.0!

What is so special for you about the software?
I appreciate the flexibility and the fact that developer’s life is not boring because of its performance challenges. I love the active community behind Magento.

How do you see the future of Magento?
Without a doubt Magento is one of the best open source e-commerce platform on the market. Its secret power is vivid community.

I encourage women to work and contribute to technology.

Ask us about your problem with Magento. We will do us best to help you!

Either in professional or private life, be the change you want to see in the world!