---
name: cross-border-selling
description: "Plans international selling strategies with localization, shipping, duties/taxes, and compliance considerations."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Cross-Border Selling

## When to Use This Skill

Use this skill when you need to:
- Expand your e-commerce business into international markets
- Plan localization strategy for product listings, pricing, and customer experience
- Navigate shipping logistics, duties, and taxes for cross-border orders
- Ensure compliance with international selling regulations

**DO NOT** use this skill for domestic expansion, import/wholesale purchasing, or setting up a physical retail presence abroad. This is for online sellers shipping products internationally.

---

## Core Principle

INTERNATIONAL SELLING IS NOT JUST ADDING COUNTRIES TO YOUR SHIPPING ZONES — IT REQUIRES LOCALIZED PRICING, CLEAR DUTY EXPECTATIONS, AND TRUST-BUILDING FOR BUYERS WHO CANNOT TOUCH YOUR PRODUCT.

---

## Phase 1: Market Assessment

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Current market** | "Where do you sell now?" | United States |
| **Target markets** | "Which countries or regions do you want to sell into?" | No default — must be provided |
| **Product category** | "What do you sell? Any restricted or regulated items?" | No default — must be provided |
| **Average order value** | "What is your typical order value?" | $50-100 |
| **Current international orders** | "Do you already get international inquiries or orders?" | Occasionally, but no structured approach |

**GATE: Confirm target markets and product details before planning.**

---

## Phase 2: Localization Strategy

### Pricing Localization

- Display prices in local currency — use dynamic conversion or set fixed local prices
- Account for shipping costs, duties, and taxes in the displayed price or clearly disclose them
- Consider purchasing power — a $50 product in the US may need different positioning in other markets
- Round prices to local conventions (e.g., .99 in the US, .00 in some European markets)

### Website & Listing Localization

| Element | Action |
|---------|--------|
| Language | Translate key pages (product, checkout, FAQ, returns) — do not rely on auto-translate |
| Measurements | Convert to metric system for non-US markets |
| Date formats | Use DD/MM/YYYY for most international markets |
| Payment methods | Add local options (iDEAL for Netherlands, Klarna for EU, etc.) |
| Trust signals | Display local trust badges, reviews from local buyers |

### Market Entry Priorities

Rank target markets by these criteria:
1. **Existing demand** — are you already getting traffic or inquiries from this market?
2. **Shipping feasibility** — can you ship there reliably and affordably?
3. **Competition level** — is the market underserved for your product category?
4. **Regulatory complexity** — how difficult is compliance?
5. **Language barrier** — can you support customers in their language?

---

## Phase 3: Shipping & Duties

### Shipping Options

| Method | Speed | Cost | Best For |
|--------|-------|------|----------|
| Standard international mail | 2-4 weeks | Low | Low-value items, testing markets |
| International express (DHL, FedEx, UPS) | 3-7 days | High | High-value items, premium experience |
| Regional fulfillment center | 2-5 days | Medium | High-volume markets (use 3PL in-country) |
| Marketplace fulfillment (FBA, etc.) | 1-3 days | Medium | Already selling on that marketplace |

### Duties & Taxes Framework

```
## Duties & Tax Considerations

**DDP vs. DDU:**
- DDP (Delivered Duty Paid) — you pay duties upfront, customer gets no surprise fees ✓
- DDU (Delivered Duty Unpaid) — customer pays duties on delivery, causes refusals and complaints ✗

**Key thresholds (examples — verify current rates):**
- EU: VAT on all goods, IOSS for items under €150
- UK: VAT on all goods, duty on items over £135
- Canada: De minimis $20 CAD (very low — most orders incur duty)
- Australia: GST on all goods sold by overseas vendors with $75K+ AUD revenue

**HS codes:** Classify products with correct Harmonized System codes for accurate duty calculation
```

### Customs Documentation

Every international shipment needs:
- Commercial invoice with product description, value, and HS code
- Country of origin marking on the product
- Customs declaration form
- Any required certificates (FDA, CE marking, etc.)

---

## Phase 4: Compliance & Operations

### Regulatory Checklist

- [ ] Product complies with destination country safety standards
- [ ] Labeling meets local language and content requirements
- [ ] No prohibited or restricted items for target markets
- [ ] Tax registration completed where required (VAT, GST, etc.)
- [ ] Privacy policy complies with local data laws (GDPR for EU)
- [ ] Return policy accounts for international shipping costs

### Customer Experience

- Provide estimated delivery times by region on product pages
- Offer shipment tracking for all international orders
- Create an international shipping FAQ page
- Set up customer service hours that overlap with target market time zones
- Have a plan for handling returns from international customers

### Key Metrics

| Metric | Target |
|--------|--------|
| International revenue as % of total | 10-30% within first year |
| International order return rate | Under 5% |
| Customs clearance issue rate | Under 2% of shipments |
| Customer satisfaction by market | On par with domestic ratings |

---

## Anti-Patterns

- **Shipping DDU and hoping for the best** — surprise duty charges cause refusals, returns, and angry customers. Use DDP whenever possible.
- **Ignoring tax registration requirements** — many countries now require foreign sellers to register for and collect VAT/GST.
- **Auto-translating everything** — machine translation without review creates embarrassing or confusing product pages.
- **Same pricing globally** — not accounting for shipping, duties, and local purchasing power leads to uncompetitive pricing.
- **No international return policy** — buyers will not purchase if they cannot return. Create a clear international returns process.

---

## Recovery

- **Customs holds or seizures:** Ensure HS codes are accurate, commercial invoices are complete, and products are compliant. Contact the carrier for resolution.
- **High return rates from one market:** Investigate — it may be sizing confusion, duty surprise, or long delivery times. Fix the root cause.
- **Tax compliance confusion:** Consult a cross-border tax specialist. For EU, register for IOSS. For UK, register for VAT if over threshold.
- **Shipping costs too high:** Negotiate volume rates with carriers, consider regional fulfillment, or set minimum order values for international shipping.
- **Low conversion from international traffic:** Add local currency, payment methods, and trust signals. Feature reviews from buyers in that market.
