New Zealand retailers are missing a significant opportunity by focusing too much on the perceived threat of global giants like Amazon instead of using eCommerce to expand into lucrative overseas markets.
Many Kiwi businesses are preoccupied with defending their local market, but the same digital tools that allow Amazon to dominate can also be used to tap into international markets. With the right strategy, both B2B and B2C businesses in New Zealand can turn the situation to their advantage, thriving globally without needing a physical presence in other countries.
eCommerce has broken down the traditional barriers that kept local businesses tied to domestic buyers. Now, with digital platforms, companies can easily expand beyond New Zealand’s borders. Even seemingly generic products can succeed overseas by leveraging New Zealand’s strong global reputation.
Take, for example, soft furnishings. While these might appear ordinary, products with a New Zealand theme will be far more appealing to overseas buyers, particularly in markets like the UK and Australia.
The same principle applies to B2B sectors—agricultural products like dietary supplements are a good case in point. Supplements made with ingredients such as Mānuka honey or pasture-fed dairy are highly valued abroad.
These products can be considered premium natural goods sourced from one of the world’s most pristine environments. Importantly, businesses don’t need to manufacture these items themselves—they need to source and market them effectively.
Competing with large multinational retailers may seem intimidating, but with the right tools and planning, it’s much easier than it looks. Success depends on focusing on localisation. Product names, content, and marketing strategies must be adapted to suit specific regions.
Understanding regional preferences is also key. For instance, terms like “jumper,” “jersey,” and “hood” mean different things in various English-speaking countries. Using the right language and cultural references will help engage customers more effectively.
Getting the technology right is another crucial factor for expanding internationally. Integrating business systems such as Enterprise Resource Planning (ERP) or Inventory Management Systems (IMS) with eCommerce platforms streamlines operations by enabling real-time inventory tracking, order management, and seamless product updates. This integration becomes even more critical when managing sales across multiple countries, where product availability and shipping logistics vary.
It’s also essential to offer multiple payment options and support for different currencies. Customers expect to pay in their local currency, so systems enabling currency conversion and dynamic pricing are vital. Payment gateways must also meet regional compliance standards and provide a frictionless checkout experience.
Automated shipping systems integrated with fulfilment providers allow businesses to offer accurate delivery estimates and tracking, even without a physical presence overseas. A clear logistics strategy ensures customers receive their orders seamlessly, whether managed through a local or internationally hosted website. While a physical presence isn’t necessary, having strong shipping and return processes builds trust with international buyers.
For New Zealand businesses looking to enter international markets, three key strategies stand out:
1. Differentiate the brand: Use New Zealand’s reputation for quality, sustainability, or unique ingredients. Associating products with the country’s global image gives them a competitive edge.
2. Research the target market: Understand the nuances of the overseas market, including language differences, regional SEO practices, and market-specific customer preferences.
3. Invest in the right infrastructure: Ensure that the eCommerce setup—from software integrations to payment systems—supports global expansion without needing a local physical presence.
There’s no need to settle for survival in the shadow of multinational giants. By capitalising on the strengths already at hand and using the available tools wisely, New Zealand businesses can confidently take on international markets.