Cross-border trade continues to grow in popularity. Based on a recent study, cross-border revenues reached €137BN in Europe, which is a 13.2% increase compared to 2017. Compared to total online sales in Europe (EU16), cross-border trade has a remarkable share of 22.8%.
The main reasons for this trend are lower prices from foreign retailers, as well as brands or products that are not available in the home country. With this in mind, online merchants benefit from expanding their business into new geographical areas and offering a wider product portfolio to attract new buyers.
Do you want to be part of this trend, but wonder how to localize your Shopware shop and how to quote prices in foreign currencies? Following an example from our partner Amazon Pay, we show you to localise your Shopware shop, offer prices in foreign currencies, and ultimately attract new international customers.
Which regions do you want to serve?
Your first question should be: which regions do I want to target? Now that you have identified your target countries, let’s jump into the details for how we set this up:
Six steps to make your Shopware Shop international ready
1. Your local and foreign domain set-up
Different domains or same one?
In the Shopware basic settings you can use two options to provide your customers with a country shop.
Option 1: Create a subshop
By using a subshop, you can create a shop that is independent from the main shop. This shop can be accessed over a separate domain e.g. www.b.co.uk and can have a different template as the main shop. For your customer, this shop is a completely independent one.
Option 2: Create a language shop
With language shops you can create different language variants of your main shop or your subshop. These can be accessed over a language dropdown in the shop’s frontend or by typing a virtual URL like "www.a.co.uk/en", if configured. However, language shops can never have a different domain or a different template than its assigned shop.
To configure one of the two options in Shopware, first open your Shopware backend. The settings can be found in "Configuration > Basic settings > Shop settings > Shops". All your configured shops will be listed here, and you can configure them on the right side after clicking on the desired shop.
2. Language and currency offering in your shop
92% of international shoppers prefer to pay in their local currency, however only 32% of merchants fulfill this preference by quoting foreign prices on their websites. In Shopware you are able to quickly define new currencies for items offered in your frontend. Existing currencies will be displayed as a drop down-down and new currencies can be easily added.
To use the currencies in the desired shops, open the shop settings in Configuration > Basic settings > Shop settings > Shops, choose the desired shop and add the currency in the field "Select currencies" in the regarding shop.
Now you can add the new currency to preferred shops in the “Basic settings” > Shops”.
In your Shopware backend under Configuration > Basic settings > Shop settings you’ll find all available localizations with the corresponding ISO codes. You should not change anything in these entries. The translations are automatically assigned in the frontend, based on the localization function.
If the country is missing from the list, you can manually add it using the “Add” button.
With the Countries tab in the Shop settings you are able to add all regions, countries and associated states which the shop is delivered to. These entries are used, for example, for assigning individual tax groups, shipping types and costs, payment methods and/or are required for risk management functions.
5. Payment providers
You may want to focus on payment methods that are considered safe and secure by your international customers and that are popular in the destination country e.g. Amazon Pay, which can be used by hundreds of millions of Amazon customers.
For each payment method, you need to follow the steps outlined below, by enabling Amazon Pay as a payment option:
6. Payment methods in subshops
- Go to Shopware backend, select Configuration > Payment Methods > Amazon Pay
- In the tabs, you will see the “Subshop” and “Country” tabs, activate all countries where you want to offer Amazon Pay
7. Shipping configuration
Afterwards, click in “Configuration” on “Shipping Costs”. For each shipping option that has a subshop, repeat the following steps:
- Click the pencil symbol on the right.
- In the new window “Shipping costs”, select at the bottom the second tab "Payment methods” (see screenshot below).
- Be sure that "Amazon Pay" and your preferred payment methods are displayed on the right.
Congratulations – you are all set for your international customers. If you have any questions about using your Amazon Pay plugin, get in contact with us by calling calling +44 (0) 203 095 2445 (UK) / 00 800 746 7626 0 (worldwide), or by writing an email to email@example.com.
Webinar "Go international in a few steps"
At the 14th october, Martin Meinert, Head of Partner Platforms at Amazon Pay speaks in the webinar about what merchants should take into consideration if they want to attract international buyers. Later, SHOPWARE POC will guide you through the Shopware's out-of-the-box solution for internationalization and explain how to configure the shop. We will wrap up the webinar by speaking about payment providers selection, where Martin Meinert present Amazon Pay as an international payment option.