Shero Commerce CEO and Co-founder Beth Shero is joined by Ross, Global Brand Adviser at Swap, for a practical guide to cross-border eCommerce, covering everything from knowing when you're ready to expand to measuring success market by market.
Ross draws on 12 years of eCommerce experience, including time as the decision-maker who onboarded Swap at three different brands, to walk through the most common pitfalls brands face when going international. The conversation covers how to assess genuine market demand before committing, why starting with three focused markets beats spreading thin across fifty, and how localization goes well beyond currency and language to include regional pricing coefficients, rounding conventions, taxes displayed at checkout, tiered shipping options, and market-specific visual merchandising. Ross makes a strong case for simplifying copy rather than translating it, baking fulfillment costs into regional pricing to protect the customer experience, and measuring each market separately year over year rather than looking at blended numbers. Swap's role is positioning itself as the back-office intelligence layer that sits alongside Shopify Markets without taking over the checkout or eroding margin.