ShipStation wanted to expand beyond its US home, entering new international markets with the end goal of becoming the market leader in those new locations.
Having only dabbled in the UK and Australia, the latter a completely new market for them, ShipStation had two challenges.
The first was how to enter new markets with a full-funnel strategy designed to help grow brand presence as well as generate leads.
The second was how to take the learnings from the US market and apply them to different countries, allowing for market nuances – cultural differences, consumer behaviour, search trends, and language variation.
How We Solved It
Supporting ShipStation came in two parts; current market expansion (US, UK, Australia), and new market expansion (NZ, France, Germany, APAC).
Looking first at current market expansion, we ensured a full-funnel approach, growing the accounts from just search to utilising all Google products, complemented by other social channels such as Facebook and LinkedIn.
To tackle new markets, we created a launch strategy that could be adapted for each country but allowed for continuity on a global level and an approach that would lean into market nuance.
Launching in new territories, our priority was Search - it allows cost-efficient market entry while generating immediate returns.
We leaned into the strong relationships with core partners Google and Meta to provide channel-specific insights. This methodical process helped us to define our channel mix and entry strategy into the market.
As a result, and to ensure sustainable growth, we also deployed a full-funnel strategy encompassing Display Remarketing, Prospecting Campaigns, Discovery Campaigns, and Social Media Advertising to fuel demand long term.
Finally, as ShipStation’s expansion was multilingual, our experience and partnership with our parent company, Welocalize, meant we were able to transcreate all international content, attuning it for cultural sensitivity, and adapting it to maximise performance across each market.
International Search Volume
Global Conversion Volume
ShipStation’s brand awareness dramatically increased in Australia, the UK and the US as brand search volume doubled in each country. They also saw a huge increase in global conversions and CPAs, which has helped them successfully expand internationally.
With our success in growing the brand in the UK and Australia and moving ShipStation into new markets – NZ and France – we have helped them to create an international template for success for international growth. Looking ahead, the next stage in the journey is to launch the brand into Germany and APAC.