We continue our considerations on international online trading and present another chapter on cross-border selling. (Check: Global e-commerce trends 2024. Part one). Olga Pijanowska, Cross-Border & Sales Manager at MakesYouLocal, answers further questions that may arise from entrepreneurs considering expanding their business to foreign markets. In this section we will focus on:

  • The role of artificial intelligence (AI) in expanding the portfolio of foreign clients;
  • Strategies for effective brand promotion on the international stage;
  • Interesting consumer behaviour in different markets;


How can AI help expand a foreign client’s portfolio? In which areas of foreign sales will AI be present?


Olga Pijanowska, MYL: Recently, artificial intelligence has become an increasingly important support for companies striving for global development. AI can automate multiple tasks, personalize sales processes, improve and reduce customer service costs, speed up translations and even better data analytics. Companies that use AI in their sales activities tend to achieve a significant competitive advantage faster.

Artificial Intelligence also helps to expand the base of foreign customers by:

  • Offer personalization: With AI, we can tailor the offer to foreign customers based on analysis of purchasing trends, purchase history and demographics, thus providing a service tailored to the expectations of local buyers.
  • Forecasting: AI generates sales forecasts and identifies new business opportunities by analyzing extensive data on purchasing behaviour, market trends and potential competitors.
  • Content translation and localization: AI automatically translates marketing content, websites and promotional materials into different languages, thus increasing the availability of products in foreign markets.
  • Analyze how a product is perceived: AI analyzes customer feedback and satisfaction across all channels, enabling a quick response to their needs.

Remember, however, that AI is only a tool and will never replace human work. It should only support our efficiency, allowing us to respond more quickly to problems and help us better understand the local market. Appropriate use of artificial intelligence will undoubtedly translate into increased sales and development of the portfolio of foreign clients.


How will the brand be promoted abroad in 2024? How will it be done on social media, and when should paid advertising be decided?


Olga Pijanowska, MYL: Promoting a brand abroad, not only in 2024 but usually, requires understanding the local market, future consumers, current marketing trends and effective communication strategies. Before promoting a brand in a new country is worth carefully researching the market and its audience. Understanding your shopping preferences, researching your consumer habits and getting to know your future competitors will help you find the right strategy.

When it comes to paid advertising, opt for it when you want to reach specific market segments that will be difficult for you to get organically. It’s also an excellent way to increase brand reach and visibility quickly.

When you already have satisfactory results from organic activities and want to boost them through paid promotion, this is a good time for more advanced activities.

Remember, however, that paid advertising should complement your efforts so far, not substitute for them or be the only way to increase your reach. It is also essential to constantly monitor the effectiveness of paid campaigns and adjust the strategy based on the results obtained.


What are the curiosities behind consumer behaviour in particular markets? Why don’t we look at a few examples?


Olga Pijanowska, MYL: Like in Poland, customers abroad have shopping habits that cannot be ignored. On the contrary, they must be met. Remember that to sell abroad successfully, we should look like locals to local buyers. Visitors to your online store should not suspect that you are operating from another part of the world, as gaining their trust will be much more complicated.

Remember that what works excellently in Poland will be perceived differently in other markets.

An example is Roccamore – a well-known and respected brand of high-heeled shoes in Denmark. With great success in its promotion, it uses feminism to draw attention to important issues. Two years ago, on Women’s Day, the company launched a campaign featuring men in heels. They were well-known people from the world of business, media and politics. The campaign aimed to highlight how few women are employed in senior positions. In Denmark, the campaign proved to be a success, further increasing the company’s reach. Nowadays, the brand is not only associated with high heels – it has become a symbol of equality and the fight for women’s rights.

Unfortunately, when expanding into Norway, the company did not consider that it was starting from scratch in the new market and should take a fresh look at local customers. The same campaign, based on something other than the brand’s solid position and the expectations of local buyers, turned out to be too controversial, bringing the opposite effect.

Remember that local buyers have their habits, which we should not change; on the contrary – we should adapt to them. What helped us succeed in Poland will not necessarily work abroad. In the Czech Republic, local buyers focus on prices and compare offers, while transaction security is key for Germans. Cash on delivery is popular in Romania, and in Sweden, red is not associated with sales. Online stores in Germany often have a minimalist design, while a more colourful and fun look is preferred in the UK. There are many differences, and they apply to all areas.

Also, remember that factors such as income, age, gender, internet access and infrastructure also influence consumer behaviour. It is worth noting that differences in these behaviours may occur even within the same country. That is why it is so important to constantly monitor and respond to changing customer needs and preferences.

Olga Pijanowska is a Cross-Border & Sales Manager at MakesYouLocal. She graduated from the University of Economics in Wroclaw and the University of La Coruña in Spain, where she lived for nine years, gaining experience in marketing and tourism. After returning to Poland, she joined the e-commerce industry, helping Polish companies to expand into foreign markets. She advises clients on expansion directions, helps implement and develop a cross-border strategy, guides them throughout the localization process and provides local customer service.

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