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Internationalizing isn't just about translating your online store. It's about rethinking your product, redesigning your operations, and deeply understanding your consumers.
In the session “Centralize to Scale” at LogiCommerce Connect, Laura Ribes (Jané) and Miquel Martorell (Carmina Shoemaker) shared practical lessons on how to scale a brand across international markets—without losing control in the process.
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Though it might sound counterintuitive, the internationalization process starts long before your eCommerce is live: it starts with product design. Laura explained how Jané adapts strollers, fabrics, and colors based on the target region.
In southern Spain, for example, stroller footmuffs must be lighter, while in Scandinavia, thicker models with hand warmers are bestsellers.
Meanwhile, Carmina Shoemaker, a handcrafted luxury footwear brand, tailors its collections to the specific demand of each country and even each city. In London and financial hubs, formal shoes dominate. In other regions, loafers and casual styles take the lead.
Jané manages all its online sales from a central warehouse in Catalonia. Carmina Shoemaker takes a different approach, using each physical store as a logistics hub, while relying on its Inca (Mallorca) factory as the main node. This decentralized structure allows them to speed up deliveries and optimize shipping costs to over 110 countries.
Both brands agree on one principle: centralize strategic processes, decentralize when it makes operational sense.
One of the most common challenges: how do you set prices across multiple countries without getting lost in tax complexities?
Both Jané and Carmina Shoemaker have chosen to keep final prices consistent across Europe, even though VAT rates and internal margins vary. This ensures a unified customer experience and avoids channel conflicts—especially with brick-and-mortar distributors.
In markets like the United States, however, Carmina Shoemaker adjusts prices upwards due to higher logistics and fiscal costs. The same logic applies to shipping: while global delivery is free, profit margins are internally adjusted by region.
Internationalization demands control—from inventory and returns management to activating campaigns on social media by country and city. Carmina Shoemaker manages everything in-house using dedicated tools to segment campaigns by location and customer type, powered by LogiCommerce.
Jané uses Amazon as a channel for low-ticket items like accessories and textiles—and also as a testing ground to explore new markets like Belgium. Carmina Shoemaker, on the other hand, avoids generalist marketplaces like Amazon to protect its premium positioning.
When it comes to marketing, both brands collaborate with influencers: micro-influencers for conversion, and macro-influencers or celebrities for brand awareness. But always with a strong control strategy: all content is pre-approved, and reputational risk is carefully assessed before collaborations.
On sustainability, Jané is exploring circular economy models for strollers that are often resold after only a few months of use. Carmina Shoemaker already offers a repair and resoling service, enabling customers to reuse shoes even decades later, from anywhere in the world.
Both brands also emphasize the importance of organic content (such as SEO-optimized blogs) to generate visibility without relying exclusively on paid advertising.
In the end, International expansion requires structure, strategy, and the right tools to manage complexity without losing control. At LogiCommerce, we help brands like Carmina Shoemaker scale their international eCommerce without cloning separate stores for every country—centralizing inventory, catalog, languages, and currencies in one unified platform.
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