76% of online buyers prefer shops in their native language (CSA Research). For online shops with export ambitions, internationalization is therefore not a nice-to-have but a revenue driver. This guide shows how to prepare your shop for international markets - from multilingual support to currencies to legal requirements.
Why Internationalization Matters
The German e-commerce market is highly competitive. International expansion offers growth potential:
- Larger target audience: 450 million potential customers in the EU alone
- Risk diversification: Less dependence on one market
- Seasonal balance: Different countries, different peak seasons
- Competitive advantages: Be faster than local competition in niches
- Scale effects: Fixed costs spread across more revenue
1. Implementing Multilingual Support Correctly
Language is the most important factor for international success. 40% of users never buy on websites in a foreign language (CSA Research).
| Method | Quality | Cost | Recommendation |
|---|---|---|---|
| Manual translation | High | High | For core content |
| AI translation + review | Good | Medium | For product texts |
| Pure AI translation | Variable | Low | Only for FAQ/support |
| Community translation | Variable | Low | For niche languages |
2. Hreflang Tags for International SEO
Hreflang tags are essential for international SEO. They tell Google which language version is intended for which country - and prevent duplicate content issues.
<link rel="alternate" hreflang="de" href="https://shop.de/de/product/" />
<link rel="alternate" hreflang="de-AT" href="https://shop.de/at/product/" />
<link rel="alternate" hreflang="fr" href="https://shop.de/fr/produit/" />
<link rel="alternate" hreflang="en-GB" href="https://shop.de/uk/product/" />
<link rel="alternate" hreflang="x-default" href="https://shop.de/en/product/" />3. Currencies and Pricing
Customers expect prices in their local currency. Shops that only show Euros lose international buyers.
| Strategy | Description | Application |
|---|---|---|
| Unified pricing | Same Euro price, currency varies | Simple but suboptimal |
| Market-based | Adjust prices to local level | For competitive markets |
| Cost-based | Prices incl. local taxes/shipping | For transparent calculation |
| Premium/Discount | Higher/lower depending on position | For brand positioning |
4. Taxes and Customs
Tax logic is one of the most complex aspects of internationalization. Since July 2021, the One-Stop-Shop (OSS) procedure applies in the EU:
- EU deliveries to private customers: VAT of destination country, report via OSS
- EU deliveries to businesses: Reverse charge (0% VAT), recipient pays
- Third-country export (Switzerland, UK, USA): Net price, recipient pays import VAT
- Thresholds: OSS mandatory from €10,000 revenue in EU abroad
5. International Shipping
- Shipping thresholds: Free shipping from X€ - set higher internationally
- Transparent delivery times: Clear indication per destination country
- Local carriers: DPD, GLS and Hermes in Europe, USPS/FedEx for USA
- Offer tracking: International shipping without tracking is unacceptable
- Handle returns: EU customers have 14-day withdrawal right
6. International Payment Methods
| Country | Top Payment Methods |
|---|---|
| Germany | PayPal, Invoice, SEPA, Credit Card |
| Netherlands | iDEAL (80%!), PayPal, Credit Card |
| France | Carte Bancaire, PayPal, Credit Card |
| UK | Debit Card, PayPal, Klarna |
| Switzerland | Twint, PostFinance, Invoice |
| USA | Credit Card, PayPal, Apple Pay |
New Markets, New Opportunities
Shop internationalization is complex but rewarding. With 76% of buyers wanting to shop in their native language and 13% growth in cross-border e-commerce, international markets are an opportunity no ambitious online shop should ignore.
We support you with the internationalization of your Shopware or WooCommerce shop: From technical implementation to SEO strategy - contact us for consultation.
Start with countries that are culturally and linguistically close: Austria, Switzerland, Netherlands. There, buying behavior and expectations are similar, and you gain experience for more distant markets.
For EU sales usually not - OSS enables central tax reporting. For non-EU (UK, Switzerland), a local representative or fiscal representative may be needed depending on sales volume.
That depends heavily on scope. A simple setup for 2-3 EU countries can be implemented in a few days. Complex multi-market strategies with dedicated fulfillment centers are larger projects. Contact us for an individual assessment.
For product descriptions yes, with manual quality review. Legal texts (terms, withdrawal) should always be professionally translated - errors can be expensive here.
At minimum English should be covered. For target markets with high volume, we recommend native-speaking support - whether in-house or through a service provider.
This article is based on data from CSA Research ("Can't Read, Won't Buy"), Cross-Border Commerce Europe, and current EU tax guidelines. As of: January 2026.
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