From Local Foot Traffic to Global Reach: Expanding Your WA Business Online

Like most businesses, success is measured by local foot traffic and community engagement. But in today’s globalised digital economy, limiting your reach to just the local market means missing out on a whole ocean of opportunity. The internet has levelled the playing field, so even the smallest WA business can compete on a global stage. With the right strategies, your Perth-based boutique, Fremantle art gallery or Margaret River winery can move from serving local customers to building an international brand, expanding your customer base and revenue streams.

Moving from local foot traffic to global reach isn’t without its challenges but the rewards are big. Expanding your online presence globally gives you the chance to diversify your income, reduce your reliance on local economic conditions and establish powerful brand recognition that crosses borders. This article outlines the steps and considerations for WA businesses looking to go international e-commerce and truly unlock their global potential.

 The World is your Marketplace

For Western Australian businesses, the digital era has broken down geographical barriers, presenting an unprecedented opportunity to go beyond local customers and build a truly global customer base. While local foot traffic is comfortable, the potential for business growth and increased revenue through online expansion to international markets is massive. A 2023 report by Austrade found that Australian businesses that export grow 3.5 times faster than those that only focus on domestic sales (UniWebAu). Going global requires strategic planning, a solid digital presence and understanding of international e-commerce.

Why Go Global? The Benefits for WA Businesses

Expanding your WA business online offers:

1. Diversified Revenue Streams

Reduce your reliance on a single market’s economic fluctuations by tapping into demand cycles and consumer spending in different regions.

2. Expanded Customer Base

Australia is 0.33% of the world’s population. By going global you’re opening your doors to 99.67% of the customer base you might otherwise miss (UniWebAu).

3. Enhanced Brand Recognition

Going global builds credibility and prestige, elevates your brand reputation both internationally and domestically.

4. 24/7 Operations

With customers in different time zones, your e-commerce website can operate 24/7, making sales while you sleep.

5. Economies of Scale

Increased sales volume means lower per-unit costs in production, purchasing and shipping, improving your overall profitability.

Key Steps for Global Online Expansion

Moving from a local focus to global reach involves:

1. Market Research & Strategic Planning

• Target Markets: Don’t just pick a country at random. Use Google Analytics to see existing international website traffic and conduct thorough market research to understand demand, competition, cultural nuances and regulatory environments in potential markets.
• SWOT Analysis: Analyse your strengths, weaknesses, opportunities and threats in each target market.
• Localisation Needs: Consider language, currency, payment preferences and cultural appropriateness for your products/services and messaging.

2. Website Internationalisation & E-commerce Platform

• Scalable E-commerce Platform: Choose a platform (e.g., Shopify, BigCommerce, WooCommerce for WordPress) that supports international selling, multi-currency and potentially multi-language.
• International SEO (iSEO): This is crucial for global visibility.
• Domain Structure: Decide on country-specific domains (e.g., yourbusiness.com.au, co.uk), subdomains, or subfolders. Subfolders often consolidate domain authority (UniWebAu).
• Hreflang Tags: Implement these essential HTML attributes to tell search engines which language and regional versions of your content exist, so the right audience sees the right page (Search Engine Land).
• Content Localisation: Translate and adapt your website content, product descriptions and marketing materials for cultural relevance, not just literal translation. Use locally relevant keywords and phrasing, and adapt tone of voice and CTAs.
• Localised Sitemaps: Create separate sitemaps for each country or language version of your site.
• Mobile-First Design: Ensure your website is responsive and offers a great user experience on all devices, as mobile commerce dominates in many international markets.
• Transparent Pricing & Local Currency: Display prices in local currencies and provide upfront clarity on all costs, including shipping, taxes and duties.

3. Digital Marketing for Global Audience.

• International SEO & Paid Search: Beyond iSEO, conduct keyword research for each target market. Run Google Ads campaigns targeting international audiences, considering local search engine preferences (e.g., Baidu in China, Yandex in Russia).
• Social Media: Identify which social media platforms are popular in your target markets and tailor your content strategy. Focus on brand awareness and engaging with international communities (Choosi).
• Content: Create content that addresses the needs and interests of your international audience, building authority and attracting organic traffic.
• Local Partners: Collaborate with local influencers, distributors or complementary businesses to gain trust and market penetration.

4. Payment & Finance

• Local Payment Methods: Offer popular local payment methods in your target markets (e.g., digital wallets like Apple Pay, Google Pay, Alipay, direct debits or local bank transfers) in addition to international credit cards. This can increase conversion rates (Shopware).
• Cross Border Payment: Use services like Airwallex, Eway Australia or Stripe that simplify international transactions, offer competitive foreign exchange rates and allow you to hold and manage funds in multiple currencies, reducing conversion fees.
• Tax & Compliance: Understand country specific tax regulations (e.g., VAT, GST, sales tax) and customs duties. Seek advice to be compliant and avoid unexpected costs.

5. Logistics & Fulfilment

• International Shipping: Partner with international freight and shipping providers (e.g., DHL, Australia Post, AMS eGroup) that offer various delivery timeframes, tracking and customs documentation support.
• Customs & Duties: Communicate customs, duties and taxes to customers upfront to avoid surprises and reduce cart abandonment. Consider Delivery Duty Paid (DDP) where you handle all customs fees.
• Returns Policy: Develop an international returns policy.
• Local Fulfilment (Optional): For high volume markets, consider 3PL providers with local warehousing and fulfilment capabilities to speed up delivery and reduce costs.

6. Legal & Regulatory Compliance

• Data Privacy: Make sure your website is compliant with international data privacy laws, e.g. GDPR for EU customers, as well as Australian privacy laws.
• Consumer Protection Laws: Understand the varying consumer protection laws, return policies and warranty requirements in each market.
• Product Standards & Certifications: Check your products meet the required standards and have the necessary certifications to enter your target markets.

Government Support for Australian Businesses

The Australian Government has various programs to help SMEs with their export journey:

• Austrade: The Australian Trade Commission has information, market research and connections for businesses looking to export. They also administer the Export Market Development Grants (EMDG) program.
• Export Market Development Grants (EMDG): This program provides matched funding for eligible marketing and promotional activities to help Australian SMEs enter or expand into international markets (Business.gov.au).
• TradeStart Program: Delivered in partnership with state/territory and local governments, TradeStart provides local support and a direct link to Austrade’s global network. The Western Australian Government also has trade and investment offices around the world offering free and confidential services for export-ready businesses (Small Business Development Corporation WA).

Go Global

For Western Australian businesses, moving from local foot traffic to global online is a big ask but a very rewarding one. While it requires planning, investment in digital infrastructure and understanding of international markets, the business growth potential is huge. By focusing on market entry, optimising your website for international SEO, streamlining payment processing and logistics and using government support, your WA business can expand its online presence, attract a global customer base and be part of the global digital economy. It’s time to look beyond your local shopfront.