According to one recent Google/Deloitte study, the most digitally advanced U.S. small businesses are three times more likel than the bottom 80 percent of small digital businesses to have exported within the last year. So how can your commerce store compete on the international market? I spoke with Ed Marsh, the American Express advisor on exporting, in order to home in on the four areas of impact that a small business needs to be aware of in order to go global.

Generate and Handle Global Inquiries

First off, you’ll need to get your foot in the door: You need to figure out what export opportunities is right for you. But the path to do this isn’t exactly clear. Online communications like these, Ed notes, help to avoid time zone differences, though you’ll still need to take care to cut out any industry jargon and abbreviations that may not translate well. Responding to the resulting inquiries is also eased by communications technologies. Many international companies are already accustomed to the global reach of Facebook and Instagram, and they’re naturally comfortable with email and message communication. These are great tools to communicate with international prospects who often understand English, but may prefer to read/write rather than speak.”

Process International Orders

Actually sending the orders once you have them is easier said than done. After all, you’ll need to handle payment, ship the product, and ensure you’re complying with local regulations. The bottom line? It’s different for everyone, and the safest option is to consult with someone in the know about your particular export area and location.

Mine Your Digital Data

If you’re reading Tech.Co already, I probably don’t need to tell you how much the tech world loves its data. And sure enough, the data available to your business can help guide your international expansions, as Ed explains: Check your data periodically to see if you can uncover opportunities to expand in an organic manner.

Focus on Incremental Refinements

Finally, you need to stay on top of the shifting world of ecommerce. Any small investments in possible ways to improve your service can be made from the U.S. office. As an example, here’s a list of tweaks and changes that Ed files under the “incremental refinements” banner:

translation widgetstranscreation – or adapting exist content from one language to another – of specific high impact webpages for a given markettargeting of local language keywords (researched by native speakers and not simply translated)creating a microsite, orimplementing local language SEO optimization and an appropriate TLD (top level domain), perhaps even hosted within a corresponding IP range.

As always with the world of ecommerce, the march towards improvement never ends. But by focusing one these four general strategies, your company may be able to crack the top 20 percent of small digital companies that have taken the export route. Read more about the future of ecommerce here at Tech.Co