An e-commerce launch fails on small things: a payment method customers expect and cannot find, an address form that will not accept a local format, or a delivery promise the carrier never agreed to. Each is trivial to fix beforehand and expensive to fix after launch.
Work through this before opening the storefront in a new market.
1. Payments
- Enable the local wallets and bank transfer methods customers actually use, not just cards.
- Decide on cash on delivery deliberately, with a refusal-rate plan if you offer it.
- Support instalment payments where they are a normal purchase mechanic in the market.
- Test the full refund path, not just the payment path.
- Confirm settlement currency, timing and the fee schedule per method.
2. Addresses and delivery promise
- Use the local address format, including province or barangay-level fields where relevant.
- Offer a map pin where the market relies on it more than on street addresses.
- State a delivery window that matches the carrier's actual service level, per zone.
- Publish an accurate cut-off time and honour it.
- Enable pick-up point or locker delivery where it is a mainstream option.
3. Pricing, tax and content
- Display prices in the local currency with the local tax convention.
- Localise size charts, measurements and units.
- Translate properly, machine translation of product content damages conversion and trust.
- Show total cost including shipping before the final step of checkout.
4. Post-purchase
- Order confirmation and dispatch messaging via the channel customers use locally.
- A returns process with a working local address and a clear timeline.
- Customer service coverage in the local language during local hours.
- A named owner for exceptions in the first four weeks.
5. Measurement from day one
| Metric | Why it matters at launch | Review cadence |
|---|---|---|
| Conversion by device | Mobile-first markets expose desktop-built flows | Daily for 4 weeks |
| Checkout drop-off by step | Finds broken fields and missing methods | Daily for 4 weeks |
| First-attempt delivery success | Exposes address and carrier issues early | Weekly |
| Contribution per order | Prevents scaling an unprofitable channel | Weekly |
| Return rate by category | Signals content and sizing problems | Monthly |
Key takeaways
- Local payment methods and address formats are launch blockers, not enhancements.
- Promise the delivery window the carrier will actually meet.
- Translate content properly; machine translation costs conversion.
- Watch checkout drop-off by step daily for the first month.
Questions & Answers
Q.Own storefront or marketplace first?
Own storefront or marketplace first?
Marketplace first gives demand signal and traffic without acquisition spend. An own storefront gives margin and data. Most brands run both, with the storefront built once demand is proven.
Q.How important is app versus mobile web?
How important is app versus mobile web?
Mobile web first in nearly all cases. An app earns its cost only once repeat purchase frequency is high enough to justify it.
Q.Should I launch in every market at once?
Should I launch in every market at once?
No. Launch one, stabilise the operational metrics, then replicate. Simultaneous launches multiply the same unresolved problems.
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Written by
Retail News Asia Editorial Desk
Templates, checklists and practical toolkits
Researched, written and fact-checked by our newsroom. Last reviewed 5 August 2026. Meet the editorial team.