How to gain the trust of international shoppers in e-commerce: A guide for UK online retailers

Trust is the cornerstone of any successful business, whether you’re online or not, but this is even more important when dealing with international customers.

Cultural differences, language barriers, and concerns about shipping and returns can all erode trust. So, what strategies can UK online retailers use to build trust with international shoppers?

Offer transparent and reliable shipping options 

It seems obvious but time and again it keeps coming up. One of the primary concerns for international shoppers is the reliability of shipping.

UK retailers can show their worth by providing clear information about shipping options, costs, and delivery times. Partnering with reputable international couriers like Asendia and offering tracking capabilities can further enhance trust.

Do this by: 

• Being upfront about shipping costs: Hidden fees can lead to the dreaded cart abandonment. Providing a shipping calculator or offering free shipping above a certain purchase threshold can encourage more international orders.
• Make customs duties and taxes clear: Explain any additional costs related to customs, taxes, or import duties to avoid unpleasant surprises for your customers.

Localise your website content

There is comfort in familiarity and making your website local for your customer goes beyond simply translating it into their own language.

Adapt your website content, design, and payment options to cater to the cultural preferences and expectations of different markets.

• Language translation: The first, and must-have, service is to make sure your website is available in multiple languages. This is essential. While English is widely spoken, providing translations in key markets’ native languages makes your site more welcoming, accessible and trustworthy.
• Currency conversion: Allow customers to view prices in their local currency. This reduces the worry over currency conversion and helps shoppers better understand the value of their purchase.
• Culturally appropriate design: Adapt visuals and marketing messages to align with local tastes and cultural norms. This shows that your brand respects and understands the customer's culture, building trust.

Provide secure and diverse payment options

Keeping their hard-earned money secure is naturally a top concern for online shoppers, especially when dealing with international transactions.

Offering a variety of secure payment methods that are popular in your target markets can significantly boost trust.

• Offer well-known payment gateways: Include options like PayPal, Apple Pay, and credit cards. In some regions, local payment methods such as Alipay in China or Klarna in Europe might be more popular.
• Display security badges: Trust badges from recognized payment security providers (like Norton Secured or McAfee Secure) reassure customers that their payment details are protected.

Highlight your return policy 

We already know that a good return policy can be the difference between a customer shopping with you or a competitor.

A clear and fair return policy is crucial for international customers who might be hesitant to buy from an overseas retailer, especially if they’re worried about the cost of returning something they don’t want to keep.

Make sure your return policy is easy to find, understand, and that it caters to international customers. 

• Simplify the return process: Offer easy return options, possibly with local return centres in key markets. This reassures customers that they can return items without excessive hassle or cost.
• Communicate return costs clearly: If return shipping costs are to be borne by the customer, make this clear upfront to avoid dissatisfaction later.

Asendia has an international network with ‘local’ warehouses and fulfilment centres on almost all continents, to help with keeping returns costs down.

Find out more at: https://www.asendia.co.uk/resource/asendia-returns

Provide exceptional customer service 

Effective and responsive customer service is essential for building trust with international shoppers.

If budgets allow, offering support in multiple languages and across various channels (email, live chat, phone) can make international customers feel more valued and assured. 

• 24/7 customer support: Different time zones can be a barrier. Offering round-the-clock support makes sure that customers from different parts of the world can receive assistance whenever they need it.
• Multilingual support: If possible, provide customer service in the languages of your key markets. This reduces communication barriers and enhances the overall shopping experience.

Proudly show off your customer reviews and testimonials 

Your reputation and what other people say about you is essential in building trust.

As you’re providing exceptional customer service, display reviews, ratings, and testimonials from other international customers to help new customers feel more confident in your product and service quality. 

• Highlight positive experiences from international customers: Feature testimonials and reviews specifically from customers in the regions you are targeting. This shows new visitors that others in their area have had a positive experience with your brand.
• Encourage customer reviews: Actively solicit reviews from international customers through follow-up emails or by offering small incentives like discounts on future purchases.

Leverage Trust Seals and Certifications

Third party endorsements also go a long way to showing international customers you’re a business they can trust.

Display certifications and trust seals from recognized organisations to reassure international customers of your credibility and commitment to quality.

• Use well-known seals: Display seals from recognised entities such as Trusted Shops, BBB Accreditation, or Trustpilot. These can help assure customers of your business's reliability.
• Showcase industry-specific certifications: If your products meet certain standards (e.g., organic certifications, fair trade), display these certifications prominently on your site.

• Data privacy policy: Clearly outline how you collect, use, and protect customer data. Adhere to GDPR and other relevant regulations.

Optimize your site for mobile and website speed 

Across the world a significant portion of online shopping is done on mobile devices.

Make sure your website is mobile-friendly and loads quickly can prevent customers from getting bored or frustrated and leaving your site.

• Responsive design: Make sure your website is fully optimized for mobile devices, with easy navigation and fast load times.
• Minimize load times: Use content delivery networks (CDNs) and optimize images and other media to reduce load times, especially for customers accessing your site from regions with slower internet connections.

Gaining the trust of international shoppers does require work and needs a multi-faceted approach.

You need to understand your overseas customers, show transparency with cost and returns and reviews, enhance customer service and security, and localise the shopping experience wherever in the world your customer may be,

By taking these steps, you can create a shopping experience that feels safe, welcoming, and tailored to the needs of customers from around the world and not only increase your international sales, but also foster long-term relationships with global customers.

One sure-fire way to make sure you’re on the right track is to partner with a company that has years of experience across the world in multiple communitas and cultures.

Get in touch with Asendia to see how they can partner with you to show the word they can trust your business.