Internationalisation offers an array of benefits for brands looking to grow their reach, from increased customers and revenue to improved risk management and greater cost savings.

However, the process of internationalising to new markets is complex and often expensive. The concept is also frequently conflated with globalisation, complicating things further.

For brands seeking to take the next step in their business journey by successfully entering new foreign markets, internationalisation can seem a daunting prospect.

Here, we explain exactly what internationalisation is, the key differences between internationalisation and globalisation, and how your business can prepare to successfully enter international markets. 

What is Internationalisation?

Internationalisation is the process of tailoring a product, service or operational offering for entry and growth into international markets. Globalisation may be the ultimate end goal, but internationalisation helps your business get there.

In ecommerce, internationalisation means getting a business to a place where it can successfully trade in different markets. This is typically achieved with a targeted international website and supported by localised promotion and digital marketing strategies.

Internationalisation requires a sound understanding of cultural nuances and traditions, and of the varying market preferences of your target. 

What is Globalisation?

Globalisation is the process by which a business brings its brand to the rest of the world and is the end goal that a company aims for with its internationalisation strategy.

The globalisation process involves establishing a physical presence in different locales. This often includes the employment of global talent to assist with this, as well as the development and deployment of technology, innovations, product development and production across multiple countries.

Ultimately, globalisation helps a business to gain a competitive edge, not just in its domestic market, but all over the world.

Internationalisation vs. Globalisation

The concepts of internationalisation and globalisation are often used interchangeably. But in practice, they are two sides of the same coin.

Internationalisation concerns the details around the localisation of a product or website, whilst globalisation focuses on factors such as business operations, infrastructure and logistics.

In short: internationalisation is in the detail, whilst globalisation is the broader end goal.

Why Businesses Utilise Internationalisation

Internationalisation gives businesses access to a world of new opportunities. There are various reasons why a business may want to internationalise, including:

• Expand reach into a global market to increase revenue. 
• Establish an SEO presence across different markets.
• Increase competitiveness on a global scale by accelerating international growth.
• Demonstrate an understanding of the needs and nuances of different locales and audiences across the globe.
• Identify new opportunities around the world, particularly across niche markets.
• Diversify target markets to mitigate the risks associated with turbulent local markets.
• Gain access to overseas investment opportunities.

Internationalisation with THG Ingenuity

THG Ingenuity offers a complete end-to-end solution for your ecommerce internationalisation needs.

With proven successes across multiple locales, we have delivered international ecommerce rollouts across the retail, food and beverage, beauty and FMCG sectors, helping domestic brands reach new markets around the world.

Our services include everything you need to internationalise successfully, from translation and transcreation to localisation and financial regulation, all supported by a team of marketing channel experts with first-hand knowledge of foreign markets and proven experience of launching successful international campaigns.

If you’re looking to grow your brand with reach across global markets, THG Ingenuity will help you get there.

Get in touch today and take the first step in achieving your international ecommerce goals.