Expanding an e-commerce business to the international market is a common desire among managers seeking exponential growth. After all, selling to consumers in other countries means reaching new audiences, diversifying revenue, and increasing brand relevance. However, internationalization requires much more than simply translating the store into another language . It's necessary to overcome logistical, fiscal, cultural, and technological barriers.
This is where Cross Border in VTEX comes in : a set of features that allows you to structure international sales without needing to open physical branches in other countries. Therefore, in this article, we will show you how this solution works, what challenges you need to overcome, and how to prepare your operation to sell outside of Brazil safely and efficiently.
WHAT IS CROSS BORDER AT VTEX?
The term "cross-border commerce " means "commerce beyond borders ." In practice, it refers to a model where the store maintains its centralized operation in its country of origin but sells to foreign consumers.
VTEX , the leading e-commerce platform in Latin America, offers native resources to enable this model. These include:
- Integration with global acquirers and multiple payment methods.
- International freight calculation and integration with partner carriers.
- Centralized management of taxes and fees by market.
- Customize language, currency, and catalog by country.
In other words, with VTEX Cross Border , you can sell to different markets without the complexity of creating separate operations in each country.
WHY INVEST IN INTERNATIONAL SALES?
According to Ebit | Nielsen , cross-border e-commerce generates billions of dollars annually, with a particular focus on Latin American consumers seeking products exclusive to Brazil. By investing in this model, you can:
- Diversify your income: reducing dependence on a single market.
- Expand the brand globally: making it more competitive.
- Win over consumers with high purchasing power: in countries where your product can be perceived as premium.
Furthermore, local economic crises have less impact on businesses that already have revenue distributed across different countries.
MAIN CHALLENGES OF CROSS BORDER
Despite the opportunities, selling internationally involves overcoming complex barriers. Let's detail the main challenges identified by VTEX itself and market experts.
1- Regulatory and tax environment
Each country has specific import rules, taxes, and restrictions. In the US, for example, each state may apply different tax policies. In Brazil, products such as cosmetics or supplements require registration with agencies such as Anvisa before being exported.
Without planning, your operation may suffer from customs holds, returns, and fines . Therefore, having specialized legal and tax consulting is essential.
2- Logistics and reverse logistics
According to studies by VTEX , up to 28% of consumers abandon their shopping carts when faced with long delivery times or high costs . Furthermore, infrastructure in some emerging countries remains limited, increasing the risk of delays.
The solution is to invest in global and regional logistics partners, utilize local distribution centers, and adopt clear return policies. This reduces costs and improves consumer confidence.
3- Payment methods and exchange rates
The exchange rate spread can increase the purchase price by up to 7%, and the IOF (tax on financial transactions) adds another 6,38%, significantly raising the final price . Furthermore, the preferred payment method varies from country to country: in Mexico, almost 47% of online purchases are still paid in cash, while in India, that number reaches 50%.
VTEX allows integration with local acquirers , offering native payment methods (such as digital wallets or international PIX), which increases the conversion rate.
4- Fraud and purchase disputes
The so-called "friendly fraud" (when a customer disputes a legitimate purchase on their card) is frequent internationally and, therefore, generates losses in both merchandise and chargeback fees. Therefore, investing in anti-fraud solutions adapted to each country is fundamental.
5- Local culture and consumer experience
It's not enough to just translate the website. You also need to adapt descriptions, images, and even measurements . A simple example: clothing sold in sizes "S, M, and L" in Brazil needs to be converted to international standards (S, M, L, or centimeters).
Furthermore, customer service needs to consider language and communication style. This personalization makes foreign consumers feel confident buying from a brand outside their home country.
6- Marketing operations and local competition
Competing in a new market requires in-depth research. Often, you'll need to adjust prices, rethink promotional strategies, and even explore digital channels different from those used in Brazil. In some countries, marketplaces dominate sales; in others, social media holds more sway.
Therefore, adapting digital marketing to the local reality is one of the factors that determine the success of the operation.
REAL EXAMPLE: STORE THREE AND INTERNATIONAL EXPANSION
A prime example is Loja Três , a Brazilian fashion brand that expanded its operations to Portugal and Spain using VTEX's Cross Border service.
The main challenges included managing multiple domains, automatically translating descriptions, configuring different taxes, and integrating regional carriers. Despite this, everything was managed through the platform's unified dashboard.
The result? Deliveries made in just 5 days from Rio de Janeiro to Porto, and an average order value 115% higher on international purchases compared to the domestic market.
This example shows how the right technology can transform complex challenges into competitive advantages.
HOW TO PREPARE YOUR STORE FOR CROSS BORDER ON VTEX
If you're ready to take this step, follow these practical recommendations:
- Integrate international payment methods: accept local currencies and popular digital wallets.
- Adapt your catalog: translate descriptions and adjust measurement tables.
- Configure global and reverse logistics: connect carriers and establish clear return policies.
- Price smartly: include taxes and exchange rate variations in the price composition.
- Offer multilingual support: Customer service in English and Spanish increases your conversion rate.
CONCLUSION
Selling internationally is a complex but highly rewarding challenge. VTEX's Cross Border solution provides the necessary structure to overcome logistical, tax, and cultural barriers, allowing your brand to reach consumers anywhere in the world.
Looking to prepare your e-commerce business to conquer international markets? e-Plus, a VTEX partner for over 10 years , can help your operation grow beyond borders.
Get in touch with our team and discover how to transform your store into a global operation.
FREQUENTLY ASKED QUESTIONS ABOUT CROSS BORDER AT VTEX
What is Cross Border at VTEX?
This is the platform's international sales model, which integrates payments, logistics, and tax rules to allow a Brazilian store to sell in other countries.
Do I need to open a branch abroad to sell internationally?
No. With Cross Border, your operations remain centralized in Brazil, but serve customers from other countries.
What are the main challenges of Cross Border?
International logistics, catalog adaptation, payment methods, and taxation are points that require special attention.
Does VTEX already offer integration with global carriers?
Yes, the platform has native connectors and the possibility of integration with international partners.
Is it worth investing in international sales?
Yes, as long as your operation is prepared. This model expands reach, diversifies revenue, and increases competitiveness.
