One of the biggest challenges in cross-border e-commerce is communication with customers. Unlike domestic sales, language barriers can easily lead to misunderstandings. Improving store communication to be smooth and effective requires stores and merchants to think from the customer’s perspective.

Regardless of whether you’re selling domestically or internationally, customer inquiries are inevitable.  However, when selling internationally, you’ll need to consider the languages used in customer support.

As it is well known that the largest e-commerce markets are China and U.S., the primary languages stores should support are English and Chinese. While offering support in Chinese is ideal, it’s recommended to start with English.

Hiring staff fluent in English, Chinese, and Japanese is ideal, but with today’s advanced AI translation tools, communication errors have become less frequent. That said, it’s considerate to let customers know that translation tools are being used to set proper expectations.

In addition to handling emails, proactively providing information on your site—such as detailed product descriptions or an FAQ section—can help customers resolve issues on their own.

You can also set up automated emails for order confirmation or account registration that guide customers to your help pages or frequently asked questions. These steps can make your store easy to use, reducing the need for direct inquiries.

Overseas customers often have different expectations and communication styles compared to Japanese customers. In Japan, polite and fast responsive support is often considered standard, but customers abroad may not be used to such service. Simply providing the same level of support as you would domestically can feel like exceptional care to international customers—and leave a positive impression.

Great customer support alone can be enough to encourage repeat purchases. Aiming to provide the same—or even higher—level of support as in Japan can lead to better outcomes overall.

International shipping is nothing like domestic delivery. It usually takes longer, and customs clearance can add extra time and uncertainty. These factors can cause customer anxiety.

To ease concerns, keep customers informed about their order status. Sharing updates like when a package is in customs or has arrived in the destination country can offer peace of mind. Confirming that their order is moving as expected builds trust, which in turn can increase the likelihood of repeat purchases.

For stores that haven't done much marketing, this may seem like a high hurdle. However, there are plenty of free options available—so start with what’s easy to implement.

Free marketing efforts mainly aim to increase visibility for your store and products. The more exposure your store gets, the higher the chances of making a sale. Here are three recommended free strategies:

• Google Shopping

Google Shopping is a powerful tool to get your products in front of more people. Make sure to review Google’s listing policies and configure your settings properly to comply and ensure visibility.

• SEO Optimization

Shopify makes SEO relatively easy. If you’re not sure where to start, one approachable step is to write product descriptions in multiple languages so your products can appear in search results across different countries. You can also collect reviews via customer support, which boosts your store’s reputation and improves search visibility.

• Contents & Social Media

Social media is arguably the most critical free marketing channel. Even if you start selling internationally, overseas customers won’t find your store unless you promote it. There are countless examples of stores that grew solely through social media. With the right strategy, it can even outperform paid ads. Platforms like Instagram, X (formerly Twitter), and TikTok allow you to track performance and use data to refine your approach. If you haven’t started, give it a try.

Since paid marketing requires an investment, we recommend launching these campaigns after seeing some success with your free strategies. By learning through free methods first, you can reduce the risk of failed investments.

• Using Tools or Hiring SEO/Social Media Experts

There are many specialized tools and professionals for SEO and social media marketing. Investing in their services can be a smart move. These experts offer proven strategies and deeper analysis, helping you create a more effective marketing environment.

• Advertising

With tools like Google Ads and Meta Ads, you can show your products in Google search results, YouTube, Instagram, Facebook, and even TikTok—making it easier to target younger audiences. Ads not only increase brand exposure but also drive traffic and potential purchases. Nowadays, there are heaps of free resources online to help you learn how to run effective ad campaigns.

Communication and marketing are crucial not just for cross-border e-commerce, but for any successful online business. However, in international sales, communication becomes even more critical in building trust and keeping customers engaged—especially through thoughtful customer support.

While marketing may not be as vital in domestic markets right now, it's absolutely essential when selling overseas. In particular, managing your social media in multiple languages—especially English—is a highly effective way to increase awareness.

Evaluate which strategies best suit your store, and implement them gradually. Tailored efforts aligned with your brand and audience will lead to better results over time.