How to work effectively with foreign customers in e-commerce projects?

Working as a project manager on e-commerce projects where working with foreign clients is a key part of the project, I quickly learned that success depends on a combination of technical knowledge, communication skills and an understanding of the other party’s culture.

It’s a process that requires flexibility, but also an awareness of the priorities we set ourselves.

In this article, I share practical tips that have helped me find the key to successfully completing tasks and achieving my goals in international projects.

Understanding cultural differences

When working with a foreign client, it is better to be prepared for initial communication problems due to our habits and culturally determined behaviour.

One of the first challenges I encountered was the need to adapt to the aforementioned cultural differences. Working with clients, I quickly noticed that their working styles were different, sometimes more structured and formal than ours. From a team perspective, this approach required us to adjust our meeting schedules and respond more quickly to their needs.

The different communication style proved to be equally important. In some cases, clients prefer directness and a focus on specifics, which encourages faster decision-making. In meetings, despite the formal nature, there is often a light and friendly atmosphere, which encourages the exchange of ideas. Understanding these nuances has allowed me not only to avoid misunderstandings, but also to build lasting and trusting relationships with clients.

For example, when working with a Swede, I experienced a very calm and structured communication style. He was formal and rather withdrawn, but at the same time patient and understanding. In a situation where we needed his approval for an extended time to complete a task, he remained fully understanding and showed great non-confrontationality.

Germans, on the other hand, are known for their high efficiency, formalism and focus on results. Their working style is based on clear rules, precise communication and a drive for maximum quality. Working with them required a structured approach and preparation from me, but at the same time gave me confidence that the established processes would work smoothly and predictably.

Italians, on the other hand, represent a very different model of collaboration – they are relational, flexible and creative. In working with them, I have noticed that building personal relationships is crucial, and conversations often go beyond business issues. At the same time, their approach to problems is full of ingenuity and openness to change.

Keep in mind that my experiences may differ from yours. On your professional path, you meet many people who do not necessarily behave similarly because of their nationality. It is worth not falling too much into stereotypes, as everyone is different and has their own working style.

Clear communication and collaboration tools

Smooth communication in a project is the basis for building a strong relationship with the client. The project manager’s work is aided by professional tools that streamline task completion processes.

During one project, I learned that there is nothing more frustrating for a client than a lack of information. That’s why I make the rules of communication clear from the start of our collaboration. At Media4U, we use tools such as Jira or MS Teams to make sure everyone knows what is happening with the project.

Regular meetings help us to stay on track. Clients particularly appreciate the weekly reports where we outline progress, challenges and next steps. In dynamic projects, there are new tasks and blockers in existing ones, which directly affects the existing schedule and priorities. Seeing the current status of project work makes it easier to navigate this and discuss progress in a meeting.

It is also worth emphasising that clients, while expecting full transparency, at the same time need a specific message. Overly detailed explanations can cause key information to get lost in an overload of data.

Flexibility in cooperation with the customer

Every client is different and their needs may change over the course of a project.

There have been occasions when a client has asked us to implement last-minute changes before a promotional campaign. The team had to quickly adjust their priorities and operate under time pressure. Flexibility and readiness to respond to change are key, especially in the dynamic e-commerce industry.

This approach brings both benefits and challenges. On the one hand, it enables a rapid response to current customer needs, thereby increasing customer satisfaction and the desire to build a long-term relationship. On the other hand, it could lead to a situation where some customers could take advantage of such flexibility by regularly requesting urgent changes without prior planning.

However, my experience shows that our clients approach this responsibly. They have never abused last-minute commissioning, and when it was us who needed a flexible approach, we were usually met with understanding. Mutual trust and open communication are therefore key – if both parties approach the collaboration in a partnership manner, flexibility becomes an asset.

English compulsory in an international project

While we will certainly find some exceptions, doing business internationally has imposed an ‘unwritten’ rule of communicating in English.

In e-commerce collaborations, we communicate in English in the vast majority of projects.

Yes, there are differences in the style of expression or accents, but these do not negatively affect the effectiveness of communication.

English is such a universal language that it is rarely a barrier nowadays. I believe that the key here is to deepen your skills so that the conversation with the client does not bring unnecessary stress and goes as well as possible.

Confidence building

I will not forget how important it is to build trust in relationships with clients. During every meeting online or in instant messaging, we discuss not only the project but also everyday life. “Small-talk” allows both parties to open up to each other and start a conversation in a relaxed way. It’s a good opportunity to get to know each other on a personal level, which is usually met with a positive response. It is also the moment when we realise that we are working not with a machine, but with another human being.

Of course, ‘small talk’ alone will not guarantee the establishment of trust with the client. Transparency in financial matters, the provision of cyclical reports and the regular collection of feedback – these are the main ingredients for a successful long-term relationship.

Knowledge of local e-commerce markets

Each e-commerce market has its own customer service model. It consists of local user behaviour when ordering online.

While a Pole will choose to pay by BLIK, a Czech will opt for cash on delivery. For a German expecting delivery within three working days, it may seem strange that a Dane patiently waits a whole week for his parcel.These seemingly small differences become crucial for successful cross-border expansion.

Therefore, when implementing projects for our clients, we take care to tailor requirements such as payment methods or shipping options to the specific country. This approach allows us to take local preferences into account, which significantly increases the chances of success and builds a positive experience for e-commerce owners.

If you are planning cross-border expansion, learn about customer behaviour in foreign e-commerce markets by listening to our podcast “Cross-border Insights”!

Summary

Working effectively with foreign clients in the e-commerce industry is a mixture of flexibility, knowledge and empathy. Each project is a new lesson, but also an opportunity to establish lasting business relationships. International cooperation requires effort, but it also gives great satisfaction when we see the results of our work on the global market.