Think Global, Act Local

International trade and multi-market selling are becoming increasingly important to online retailers. Market and competitive pressure require new ideas.

By internationalizing your online shop, you are opting not to limit sales to your own country, but to make them available for the whole world as much as possible. The implementation of this, however, requires paying attention to many important points. Ambitious goals to increase sales and acquire new customers cannot be achieved with a single worldwide online shop. Rather, your local shop will have to be individually adapted to each destination country.

Multiply Sales and Benefit from Market Growth

There is no sign of any stopping the Ecommerce market and its growth on a global scale. Global B2C sales will grow to around $2.4 trillion in 2018. The cross-border Ecommerce volume for the USA, UK, Germany, Brazil, China and Australia is expected to almost triple in 2018 from $105 billion to $307 billion. So the signs still suggest growth.

Choose the Right Markets to Get Started

Targeted planning for the expansion of the shop into international markets also includes the selection of destination countries and marketplaces. Many companies want to expand into as many countries as possible at once. However, each country has its own particularities, which is why there is no universal solution for internationalization. We recommend starting in countries that have a similar mindset, culture, and language. In general, you should create a detailed internationalization concept for each country, including the following points. Marketplaces like Amazon can be of assistance here.

Translations & Language

In order to target customers specifically, your website needs to speak the language of the customers. magnalister provides configuration options that let you access translations of your products when you upload items. You can flexibly decide which language to use on which marketplace. Shopware also offers its own language packs for different countries to help you with translation and localization.


magnalister and Shopware can be configured so that the tax rates of different countries can be taken into account. The countries, tax zones, and their tax rates stored in the back office are fully automatically taken into account during order import or article upload. If orders are imported with items that the shop does not know and thus for which no tax rate exists, magnalister can also calculate using a configured standard rate.

Currency and prices

With magnalister, you can work with individual prices for different countries. If you have divided your customers into several groups (e.g. eBay– and shop customers), you can easily assign an individual price for each article and for each marketplace. Price syncing can also run fully automatically in the background.

Also, the currency can be set for each country and marketplace. In order for the desired currency to be set up in a marketplace, magnalister and your currency module only have to be configured in the shop.


One of the key points in your internationalization strategy should be helping potential customers find your shop, preferably via Google, the world’s number one search service. There are two ways to do this: search engine advertising (SEA) and search engine optimization (SEO).

Cross Border Guide

As an online retailer, Shopware provides you with important information in this free whitepaper about successfully launching your own international shop. To the Cross Border Guide (Available in German Language).