How to Attract International Customers Through Your Website: A Practical Guide for SMEs

barcelonaexportadmin on October 27, 2026

Many SMEs have a good product, the capacity to increase production, and a strong desire to export. However, they are still looking for customers abroad as they did twenty years ago: trade fairs, cold calls, and purchased databases. Meanwhile, their potential buyers in France, Germany, or Spain are searching on Google for exactly what these companies manufacture… and finding their competitors instead.

To attract international customers through your website, you need a well-optimised online presence that can generate more business opportunities than months of cold prospecting. In this article, we’ll guide you through four practical steps to turn your website into an effective international sales tool, highlight common mistakes to avoid, and explore public funding programmes that may help cover part of the investment.

Why your website is your first international sales representative

Before asking you for a meeting, a foreign buyer visits your website. Within seconds, they decide whether they understand what you offer, whether they trust your company, and whether it is easy to contact you. If the answer is no, you may never even know they were there.

That is why your website is not simply a digital brochure: it is the first filter in your export strategy. You need to understand how to attract international customers through your website. It works 24 hours a day, across all time zones, without the need for a plane ticket.

To genuinely attract customers, your website must fulfil four functions: be tailored to foreign customers, be visible, turn visits into enquiries, and generate business opportunities consistently.

Step 1: How to attract international customers through your website: optimise it for foreign markets

Create a genuinely multilingual website. Your website needs to speak your customers’ language. Offering at least one foreign-language version immediately builds trust and is also a requirement for accessing several internationalisation grants. But translation alone is not enough: adapt your messaging to the culture of your target market, using examples, units of measurement, regulations, and references that local buyers understand.
Focus on responsive design and loading speed. A website that works well on mobile phones, tablets, and computers improves the buyer experience and increases conversion rates. Many B2B buyers carry out their initial research on their phones between meetings.
Build trust. Trust seals, an SSL certificate, and internationally recognised payment methods reduce friction, especially if you sell online.
Show international testimonials. Featuring customers from other countries, with their logos or short success stories, strengthens your credibility with new international prospects. A German buyer will feel more confident seeing that another German company already works with you.

Step 2: How to attract international customers through your website: increase your visibility in foreign markets

Having a website in Spanish or French is pointless if nobody can find it. This is where international SEO comes in.

Conduct keyword research in your target market’s language. Your customers do not search using literal translations of your keywords. Understanding how people search in their own language and country can make the difference between being found and remaining invisible. Analyse your competitors in that market, too: which keywords they rank for and what content they publish.

Choose the right URL structure. This is one of the most important technical decisions for a multilingual website.

Structure	Example	When to use it
Subdirectories	yourdomain.com/en/	The recommended option for SMEs: easy to maintain, consolidates domain authority, and simplifies analytics.
Subdomains	en.yourdomain.com	Only if your technical infrastructure requires it. They can split authority and require more maintenance.
Country-specific domains (ccTLDs)	yourdomain.fr	Only if you operate as a local brand in each country, with your own team and billing arrangements. This is the most expensive option to scale.

Implement hreflang tags. These signals tell Google which version of your website to show to each user. If you target different languages, use codes such as es, en, or fr. If you target specific countries, use es-ES, es-MX, en-GB, or en-US.

Do not overlook the details that make a difference:

Translate your URL slugs so that each URL is understandable in the relevant language.
Adapt page titles and meta descriptions to the way each audience searches.
Submit a sitemap for each language through Google Search Console.
Link each page to other pages in the same language and avoid mixing languages in your navigation.
Add a clearly visible language selector in the website header, using language names or codes (“ES”, “EN”) rather than flags.
Maintain the same page structure across all languages, while localising examples, requirements, and frequently asked questions for each market.

Expand your reach beyond Google. Listing your company on international marketplaces and industry directories can significantly increase your visibility. Meanwhile, country-targeted Google Ads campaigns allow you to reach buyers who are already searching for your products.

International SEO to Attract International Customers Through Your Website

Step 3: How to Attract International Customers Through Your Website: Turn Visits into Enquiries

Attracting international traffic is only half the job. The other half is getting those visitors to contact you.

Short forms in the visitor’s language. Ask only for essential information. A lengthy form can discourage visitors from submitting their details.
Clear calls to action. Buttons such as “Request a quote” or “Get in touch today” encourage international visitors to take the first step. They should be clearly visible, not hidden in the website footer.
Market-specific landing pages. Pages tailored to each country, with the appropriate language, currency, and messaging, can significantly improve conversion rates.
Valuable content before the sale. A downloadable catalogue, a technical data sheet, or an industry report helps build trust and provides an initial point of contact with prospects who have already shown interest.

Step 4: How to Attract International Customers Through Your Website: Generate Leads Consistently

A website that attracts customers is not a project you simply complete: it is a system that needs to be continuously developed and measured.

Publish SEO content in each language. A blog or resource section can consistently attract international organic traffic. Providing content in the user’s native language improves their experience, increases the time they spend on your website and, in many cases, boosts conversions.
Classify your leads (A, B, C). Not all contacts have the same commercial potential. Prioritise your time according to each prospect’s genuine interest and purchasing power.
Integrate your website with your CRM. Recording every contact generated through your website helps prevent missed opportunities and allows you to measure the actual performance of your online activities.
Measure results by market. Key performance indicators include international website visits, conversion rates, and meetings generated. Segment your data by language and country to identify which markets generate revenue and which offer investment opportunities.

The 4 Most Common Website Mistakes Made by Companies Looking to Export

Having a website only in English. Without a version in another language, most potential customers will not even understand your offer.
Having a slow website that is not mobile-friendly. Visitors leave before they even discover your product.
Not having a clear contact form. If potential customers cannot find how to contact you, the sale is lost before it even begins.
Failing to measure and analyse traffic. Without analytics, it is impossible to know where your customers come from or which activities are working.

Is It the Right Time to Internationalise Your Website?

Having a multilingual website is not simply about “translating pages”. It means adapting your website so that people in other countries can find you, understand your offer, and trust your company.

It may not be the right time yet if:

You do not have the resources to keep content up to date in several languages.
You have not defined a clear value proposition for your target country.
You will not be able to respond quickly to enquiries in the relevant language.

Grants to Help Finance Your International Website

If your company is based in UK, public funding programmes may cover part of this investment. Internationalising your website does more than help you attract customers: it can also open the door to public funding.

Where to Find the Latest Grants and Funding Opportunities:

Government Funding Resources: Explore the UK Government’s business finance and support portal to discover available funding programmes based on your location and industry.
Local Business Support Networks: Contact your nearest Growth Hub or Local Enterprise Partnership (LEP) to access personalised advice and information about funding opportunities.
Chambers of Commerce: Check your regional Chamber of Commerce for updates on grants, business support initiatives, and networking events.
Industry-Specific Organisations: Businesses in sectors such as tourism, hospitality, retail, and the charity sector can benefit from subscribing to industry newsletters to stay informed about relevant grants and financial support schemes.

Website Expenses: Which Costs May Be Eligible for Funding? Funding programmes vary, and not all website-related expenses qualify for financial support. Depending on the scheme, eligible costs may include:

Website design and development: Professional web design services and website development.
Domain registration: The cost of purchasing or renewing your domain name.
Website hosting: Hosting fees, particularly for the first year.
E-commerce features: Integrating online shops, payment gateways, and other e-commerce tools.
Business email setup: Creating professional email accounts linked to your domain.
Essential software and licences: Expenses such as SSL certificates and website-building platform subscriptions.
Initial digital marketing: Basic SEO services, pay-per-click (PPC) campaigns, and content creation.
Staff training: Training employees to manage, maintain, and update the website independently.

Important: Eligible expenses depend on the specific grant or funding programme. Always check the official guidelines before committing to any costs.

Frequently Asked Questions: How to Attract International Customers Through Your Website

How many languages does my website need to support exporting?

Start with one: the language of your priority market, which is often English. A well-developed and regularly maintained website in one foreign language is better than five outdated, automatically translated versions.

What is hreflang, and why is it important?

Hreflang is an HTML attribute that tells Google which language and, where relevant, which country each version of your page targets. This helps users see the most appropriate version of your website and prevents your different language versions from competing unnecessarily in search results.

Should I use subdirectories or country-specific domains?

For most SMEs, subdirectories (such as /en/ or /fr/) are the best option. They are easier to maintain and help consolidate domain authority under a single domain.

Turn Your Website into Your Best International Sales Representative

Attracting international customers through your website is a process: preparing your website for foreign buyers, increasing its visibility, turning visits into enquiries, and measuring results. Companies that approach this systematically become less dependent on trade fairs and cold calling.

At Barcelona Export, we help SMEs take this step.

Would you like to assess how well your website is performing and identify where to start? Contact us and we will prepare a personalised assessment with an initial action plan tailored to your business.

Catalunya Exporta Roadmap: the free guide to getting started with exporting in a structured way

barcelonaexportadmin on October 23, 2026

Hoja de Ruta Catalunya Exporta desde un punto de origen hasta un globo terráqueo, con los logos de Catalunya Exporta, ACCIÓ y Foment del Treball

The Catalunya Exporta roadmap is a free diagnostic service funded by ACCIÓ that assesses a company’s starting point and defines the key elements of its export strategy. It is prepared by an accredited internationalisation support agent and is designed for companies that do not yet sell abroad or have only recently started exporting. Its objective is simple: to ensure that a company’s first step into international markets is guided by a plan rather than intuition.

In this article, we explain what the programme is, what the roadmap assesses, who prepares it and how to get the most out of it.

What is Catalunya Exporta?

Catalunya Exporta is ACCIÓ’s export initiation programme. ACCIÓ is the agency for business competitiveness of the Government of Catalonia. The programme is part of the Responem plan and, according to information published in February 2026, aims to help up to 2,000 companies that have never sold abroad start exporting within three years. The goal is for half of them to become regular exporters before 2030. The programme has a budget of €3 million.

The programme is organised into three phases:

Training sessions. Free sessions covering the fundamentals of international trade, including Incoterms, digitalisation and international sales management.
Catalunya Exporta roadmap. A personalised assessment of the company’s export potential, which we explain below.
Tools and support schemes. Once the assessment has been completed, ACCIÓ helps identify the grants, services and tools best suited to each company’s project.

The three phases of Catalunya Exporta: training, the Catalunya Exporta roadmap, and tools and support schemes.

Who prepares the Catalunya Exporta roadmap?

The Catalunya Exporta roadmap is prepared by an internationalisation support agent accredited by ACCIÓ. These agents include chambers of commerce, business associations and specialist consultancies. Companies can choose the agent that best matches their sector and working methods. If they are unsure which one to select, they can submit a form and ACCIÓ will assign an agent.

The service is free for the company because it is funded by ACCIÓ. The process combines interviews with management, a review of company information and an analysis of its existing channels.

What does a Catalunya Exporta roadmap assess? The 12 sections

The Catalunya Exporta roadmap follows a clearly defined structure. These are the sections it typically includes and what each one is designed to achieve:

Company profile. Basic details, sector and contact person.
Company description. Products or services, customers and current markets. This section often reveals that a company is already selling to foreign customers without leaving its domestic market, for example through tourism.
International experience. Countries already explored, previous contacts, distributors or partners, and certifications required to sell abroad.
Organisational structure. Who could take responsibility for the international project and how much time they could dedicate to it.
Financial capacity. Available resources for travel, product adaptation or promotional investment, and the sources of the company’s revenue.
Communication channels and customer access. Website, social media, newsletter and catalogues. This usually includes a basic website audit covering indexing, page titles, meta descriptions, image alt text, versions in other languages and security.
Preliminary Business Model Canvas. A concise business model outlining the value proposition and the customer segments the company could target abroad.
SWOT analysis. The company’s strengths, weaknesses, opportunities and threats in relation to internationalisation.
Sustainability and gender equality. Environmental and social measures, as well as equality initiatives, which are increasingly valued by international customers and distributors.
Reflection. The company’s objectives and underlying reasons for expanding abroad: diversifying risk, growing, increasing brand recognition or innovating.
Final recommendations. Specific next steps and public-sector resources suited to the company.
Conclusions. An overall assessment of the company’s export potential.

Checklist of what the Catalunya Exporta roadmap assesses: value proposition, resources, channels, SWOT analysis and recommendations.

Why internal reflection comes before market selection

Many companies begin their international journey by asking which country they should target. The Catalunya Exporta roadmap reverses this order, first asking what makes the company’s offering different and what resources it has available.

This reflection helps prevent common mistakes, such as entering a market without a translated website, sufficient stock or anyone on the team with time to dedicate to the project. It also helps turn what already works in the domestic market into a compelling export sales proposition. Once a business model has been validated at home, the challenge is no longer simply to “sell more abroad” but to “replicate abroad what already works at home”.

The Business Model Canvas and SWOT analysis are the two key tools in this phase. The first requires the company to articulate its value proposition in a clear sentence. The second brings potential risks to light, such as dependence on a small number of sales channels, rising raw material and logistics costs, or the risk of copycat products in digital markets.

What recommendations does the Catalunya Exporta roadmap typically include?

The Catalunya Exporta roadmap does not end with a diagnosis: it provides a way forward. Its recommendations often connect companies with the public and private ecosystem supporting exports, which is extensive in Catalonia:

ACCIÓ’s Internationalisation Voucher, which helps fund services such as an internationalisation plan, market research for priority countries, or the implementation of an export strategy through active sales prospecting carried out by expert advisers accredited by ACCIÓ.
ICEX Next, ICEX’s programme for structuring the international strategy of SMEs starting to export.
Chambers of commerce and business associations such as PIMEC, which offer training, trade missions and B2B networking events.
Enterprise Europe Network, which helps companies find partners, distributors and commercial agents in Europe.

These support schemes are complemented by practical recommendations, such as improving website visibility in other languages, preparing a B2B sales presentation in English, or identifying the two or three priority markets to target first.

How to get the most out of the Catalunya Exporta roadmap

The quality of the Catalunya Exporta roadmap depends largely on the information the company provides. The following tips can help:

Prepare your figures before the interview: revenue by channel, key customers and any previous international contacts.
Be realistic about your resources: team availability, budget and production capacity.
Involve senior management: exporting is a strategic decision and requires a clearly designated person in charge.
Set priorities: it is better to start with one or two carefully selected markets than to target ten at once.
Turn the document into an action plan, with deadlines, responsibilities and a budget, and review it again after a few months.

Frequently asked questions about the Catalunya Exporta roadmap

How much does the Catalunya Exporta roadmap cost?

Nothing. The service is free for the company because it is funded by ACCIÓ.

Who can apply?

It is intended for companies that do not yet export or are taking their first steps into international markets and want to establish a stable export activity.

How do you apply?

Through the Catalunya Exporta page on ACCIÓ’s website, selecting Foment del Treball as the organisation.

Take the first step: apply for a completely free Catalunya Exporta roadmap

Exporting is about more than increasing sales. It is a strategic decision that can diversify risk, strengthen your brand and open up new business opportunities. The Catalunya Exporta roadmap offers a free, structured way to get started.

If you are considering taking the next step, Barcelona Export can support you in preparing your roadmap and planning the steps that follow. Contact us.

How to Successfully Participate in International Trade Shows: The Complete Guide for SMEs

barcelonaexportadmin on September 1, 2026

Participar en ferias internacionales Participar en fires internacionals

Why Participating in International Trade Shows Remains a Key Driver of International Growth

Participating in international trade shows remains one of the most effective ways for companies to expand into foreign markets. In just three or four days, an SME can meet dozens of buyers, distributors and commercial agents that would otherwise take months to reach through conventional sales activities. No other commercial initiative concentrates so many business opportunities in such a short period of time and in a single physical location.

However, there is one key factor that distinguishes companies that achieve real business results from those that return home with nothing more than a bag full of business cards: successful trade showsparticipation is never the result of improvisation. It requires careful preparation, clear objectives, a well-trained team and, above all, a structured follow-up process after the event. Without this final step, even the best trade fair quickly becomes an expense with little or no return on investment.

At Barcelona Export, in collaboration with Foment del Treball, we support dozens of Catalan companies every year throughout this entire process, from selecting the most appropriate trade show to evaluating the results several months later. This guide explains, step by step, the essential aspects to consider before, during and after participating in international trade shows.

Before Participating in an International Trade Shows: Preparation Makes the Difference

Most of the mistakes companies make when exhibiting at international trade shows happen before they even arrive at the exhibition venue. Ironically, this preparation phase often receives the least attention, even though it determines much of the event’s eventual success.

1. Define Clear and Measurable Objectives

Participating in a trade fair to generate new customers, find a distributor or commercial agent, launch a new product, or simply conduct market research and analyse competitors are completely different objectives. Each one determines your budget, the promotional material you need to prepare and the profile of the team attending the event.

A company looking for distributors requires a very different sales pitch and documentation from one selling directly to end consumers. Defining your objectives clearly from the outset prevents wasting valuable time and resources on activities that do not contribute to your real business goals.

2. Choose the Right International Trade shows for Your Sector and Business Stage

Not every exhibition within your industry offers the same value for your specific product or service. You should evaluate the size and international reputation of the event, the profile of visitors and buyers, the presence—or absence—of your direct competitors and, above all, the cost of participating in relation to the expected return on investment.

In many cases, a smaller but highly specialised trade fair focused on your niche market will generate far more business opportunities than a large, general exhibition.

3. Build a Realistic Budget

A professional trade show budget should include stand rental and construction, travel and accommodation for your team, promotional materials and product samples, freight and logistics costs, as well as a contingency budget for unexpected expenses.

Underestimating these costs is one of the most common mistakes made by companies starting to export. It often results in cutting back on precisely those elements that have the greatest commercial impact, such as an attractive stand design or high-quality marketing materials translated into the language of the target market.

4. Schedule Meetings Before The International trade shows

Pre-event prospecting—using the organiser’s B2B platform, LinkedIn, or ACCIÓ’s international trade offices in the target country—can dramatically increase the return on your participation.

Waiting until the exhibition opens before trying to generate contacts means missing the opportunity to arrange meetings with the most promising prospects, many of whom will already have fully booked schedules before the event even begins.

Participar en ferias internacionales 1 Participar en fires internacionals 1 Participating in International Trade Shows 1 Participer à des salons internationaux 1

During International Trade Shows Participation: Qualify Contacts and Do Not Simply “Show Up”

Once you are at the stand, the challenge is no longer attracting attention, but managing each interaction effectively. This means qualifying every contact using a simple system (for example, A/B/C depending on their level of interest and purchasing potential) and collecting structured information from each one: company name, product of interest, estimated purchasing volume and, most importantly, the next agreed step with that person.

Observing competitors exhibiting nearby—their prices, sales message, stand design and the type of visitors they attract—is also part of a smart trade show strategy, as it provides valuable market intelligence that is difficult to obtain in any other context. The additional activities organised by the trade fair, such as sector conferences or networking sessions, often go unnoticed but can generate high-value contacts that would never visit your stand.

After Participating in International Trade Shows: Where the Real Return on Investment Is Decided

This is the moment of truth: most of the real value generated by a trade fair happens after the event, not during the exhibition days. The companies that achieve the best results are those that carry out immediate follow-up with the contacts they have generated. The first 48 hours after the trade fair are critical, as this is when prospects still clearly remember the conversation they had with you.

Leads should be classified according to priority (combining decision urgency with business potential) and followed up with personalised proposals that explicitly refer to the conversation held at the stand. A generic email sent two weeks later rarely generates a response.

Finally, always measure the return on investment (ROI) of the trade fair using a simple formula:

Trade fair ROI = (Net profit generated − Total participation cost) / Total participation cost

Documenting the key learnings in a brief post-trade fair report—what worked, what did not, and the actual budget spent—will allow you to make decisions based on objective data rather than assumptions. This will help you determine whether it is worth participating again the following year and identify how to improve the results of future editions.

Participar en ferias internacionales 2 Participar en fires internacionals 2 Participating in International Trade Shows 2 Participer à des salons internationaux 2

Financial Support for Participating in International Trade Shows: ACCIÓ’s International Promotion Grants

ACCIÓ’s International Promotion Grants provide Catalan companies with funding covering up to 50% of the eligible costs of participating in international trade shows, among other internationalisation activities.

These grants are specifically designed for SMEs looking to accelerate or strengthen their export strategy and that often see the initial investment required to exhibit at an international trade fair as a significant barrier to entry. If your company meets the programme’s eligibility requirements, this financial support can substantially reduce the economic risk associated with your first—or next—international trade fair participation.

Would You Like to Participate in International Trade Fairs with a Solid Plan?

At Barcelona Export, we help you choose the right international trade fairs, prepare your sales and marketing materials, and implement an effective post-event follow-up strategy so that every euro you invest delivers measurable business results.

Contact our team and discover how we can support your international trade fair strategy while helping you access the ACCIÓ International Promotion grants, which can cover up to 50% of your eligible participation costs, for your next international trade fair.

How to Build a Realistic Export Strategy | Step-by-Step Guide

barcelonaexportadmin on July 21, 2026

estrategia de exportación Estratègia d'exportació Export strategy Stratégie d'exportation

Many companies embark on exporting without a clear export strategy, without first answering the basic questions: Which products genuinely have potential abroad? Who are our ideal customers in international markets? Which markets should we prioritise, and why? Without this preliminary work, internationalisation becomes a series of disconnected attempts, with no clear direction or meaningful measurement of results.

Building a realistic export strategy requires a structured process divided into three main stages: an internal analysis of the company, an external analysis of the market and competition, and finally, the definition of the strategy and action plan. Below, we explain each stage and the key questions you need to answer.

1. Internal analysis: Where are we starting from?

The first step is to honestly assess the company’s current export strategy, its level of development and its degree of penetration in the markets where it is already present. At this stage, it is useful to consider a clear distinction: is export activity occasional, or is the company genuinely working to build loyalty among international customers?

Analysing products and services for internationalisation

It is not always possible—or advisable—to export the entire product range. The key questions at thi De s stage are:

Which products or services have the greatest potential in international markets?
Do products need to be adapted for each target market for cultural, climatic, technological or religious reasons?
What competitive advantage do our products have internationally? A thorough competitor analysis will be essential here.
What are the costs of adapting or certifying products for new markets? It is important to establish whether certification is required and how much it will cost.

Current customers

Before looking for new customers abroad, it is worth understanding the ones we already have:

Which sectors do our current customers operate in?
How many customers do we have, and how large are they?
What are the profiles of the decision-makers involved in purchasing?
Which factors do these customers value most?
What are their concerns or reservations?
Does our current strategy genuinely help us acquire new customers?

Current markets

Which markets are currently our priorities?
How do we sell in these markets?
Is our digital strategy geared towards them?

Value proposition

Every export strategy needs a clear value proposition: why a product or service is attractive to international markets and how it differs from the competition. This means identifying the key benefits for international customers, including functional advantages, economic benefits, emotional or brand-related impact, and regulatory compliance. It also means assessing the company’s ability to adapt to local needs through market-specific customisation, technical support, after-sales service and specialised training for international customers.

Auditing digital and physical channels: essential to developing a sound export strategy

Finally, as part of the internal analysis, the company needs to audit its current action plan:

Which channels is the company present on?
What specific activities are being carried out?
How much is being invested in marketing?
How effective are current activities?
What human resources are available?
Is the current action plan sufficiently customer- and market-oriented?
And, specifically, what does a website audit reveal about SEO, mobile responsiveness, traffic and technical errors?

estrategia de exportación1 Estratègia d'exportació1 Export strategy1 Stratégie d'exportation1

2. External analysis: What is happening in the market?

Once the internal assessment for our export strategy is complete, it is time to look outwards at the industry, target markets and competition.

Industry trends

How is the industry evolving globally?
Have new business models emerged?
Are there industry studies related to these changes that we should be aware of?

Market prioritisation

This is probably the most delicate stage of any export strategy, and decisions should be based on objective criteria:

What criteria can be used to select priority markets?
What is the potential demand for our products or services in each market?
What barriers to entry exist—legal, tariff-related, regulatory, logistical or cultural—and how do they affect each market?
Which payment methods are most commonly used in each market?
Which sales and distribution channels are most effective for reaching customers in each market?

Competitor analysis: key to a sound export strategy

It is impossible to enter a new market without understanding who you will be competing against:

Who are the main competitors, both offline and online, in the target markets?
Which competitors have the strongest market presence?
What strategies do they follow?
Which channels are they active on?
What are the strengths and weaknesses of their websites?
Which keywords are they competing for in search engines?

Target sectors

Which sectors have the greatest demand for our products or services?
Which sectors are growing fastest internationally?
What is the profile of potential customers in each target sector?
How can we adapt our offering to better meet the needs of each sector?

SWOT and CAME analysis

All this internal and external analysis should be brought together in a SWOT analysis (strengths, weaknesses, opportunities and threats) and its corresponding CAME analysis (correct weaknesses, address threats, maintain strengths and exploit opportunities). Together, these provide a direct bridge to defining the export strategy.

3. Export strategy and action plan

Once the assessment is complete, it is time to make decisions and take action.

Business model

Will new business models be developed for online and offline channels?
Which markets will be prioritised in the internationalisation strategy?
Which sectors and industries will be prioritised?
What will the sales model look like, both online and offline, and is there a risk of channel conflict?
If channel conflict arises, how will we address it?

Buyer personas

Precisely defining international buyer personas, using tools such as LinkedIn to identify them, is essential to ensuring that sales and marketing activities are properly targeted.

Defining the export strategy action plan: channels, activities, resources, suppliers and investment

Every export strategy must be translated into a plan of specific actions linked to concrete channels and aligned with the agreed international strategy. This involves:

Scheduling activities and assigning teams responsible for each specific task.
Identifying suitable suppliers for each activity, along with the estimated investment required.
Implementing the activities and scheduling the corresponding campaigns.

Make use of available grants and subsidies

If your company is based in Catalonia, ACCIÓ’s Catalunya Exporta programme offers vouchers worth up to €8,000 per company per year to fund support from an accredited internationalisation adviser in developing an export strategy.

The vouchers are aimed at SMEs with an operational headquarters in Catalonia that generate no more than 25% of their turnover from exports, recorded at least €250,000 in revenue in the previous year, and have a website available in at least one foreign language. Companies have 18 months to implement their export strategy, and vouchers are awarded in chronological order of application, with funding typically running out quickly. This year’s application period opened on 14 May 2026.

A realistic export strategy is not based on intuition or copying what the competition does. It starts with an honest internal assessment, a rigorous external analysis of the market and competitors, and a concrete action plan with clear deadlines and assigned responsibilities. Only when these three elements are aligned does internationalisation stop being an experiment and become a driver of sustainable growth.

If you would like help developing your export strategy, Barcelona Export can provide a personalised analysis and an initial action plan tailored to your company’s specific circumstances.

How to Adapt Your Product for International Markets: A Practical Guide for Catalan SMEs

barcelonaexportadmin on July 7, 2026

Adaptar tu producto Adapting your product

Exporting is not simply a matter of placing an English label on your product and expecting the world to buy it. Catalan companies that have succeeded in international markets understand this well: the key is not translation, but transformation. Adapting your product to the target market is what makes the difference between a one-off transaction and a strong, long-term international presence.

From Barcelona Export, within the framework of the Catalunya Exporta programme, promoted by the Government of Catalonia and supported by Foment del Treball, we support Catalan companies throughout this process. In this article, we outline the four fundamental pillars that every company must develop before entering a new foreign market.

Why adapting your product is essential

Ninety-five percent of the world’s consumers live outside your country. This means that the real potential of your product extends far beyond the domestic market. However, accessing that potential requires understanding that each market has its own logic: its laws, its tastes, its culture, and its expectations.

Companies that ignore this principle often face the same problem: a product that fails to gain traction—not because it is of poor quality, but because it does not speak the language of its new consumer. And by “language”, we do not refer only to words, but to everything that allows a product to truly connect with people—adapting your product to the target market.

Market diversification is also a strategy for business resilience. Exporting companies are better able to withstand local economic downturns, maintain more efficient cost structures, and enhance their brand image both internationally and domestically.

Pillar 1: Regulatory adaptation — the foundation without which nothing is possible

The first barrier to entering any international market is regulatory. Each country or economic bloc establishes its own rules regarding safety, composition, mandatory labelling, manufacturing processes, and many other aspects that directly affect the product.

In Europe, the CE marking is the minimum requirement for a wide range of industrial and consumer products. In the United States, FDA approval is essential for food, cosmetics, and pharmaceutical products. In China, the CCC (China Compulsory Certification) is mandatory for dozens of product categories. Each market has its own system, and confusion between them is a frequent and costly mistake.

In addition to certification requirements, companies must consider tax and customs regulations: tariffs, import taxes, existing free trade agreements, and rules of origin. Errors at this stage are not merely logistical issues; they can result in penalties, shipment seizure, or the inability to operate in the market.

Finally, intellectual property is an area that many Catalan SMEs overlook until it is too late. Registering trademarks, designs, or patents in the target market—not only in Catalonia or Spain—is essential protection that should be completed before launch.

Practical advice: Hire local legal expertise when adapting your product for each priority market. The initial investment quickly pays for itself by avoiding costly mistakes.

Adaptar tu producto para la export Adapting your product for exporting

Pillar 2: Packaging and labelling — the first physical contact with the consumer

Packaging is much more than a box or container. It is the first message a product conveys to the consumer and, in many cases, the decisive factor at the point of purchase. Properly adapting your product is an investment, not a cost.

Translation and language are the most obvious aspect, but also the most frequently mismanaged. A literal translation of a slogan or product description can result in confusing or even offensive outcomes. Translation must be cultural, not merely linguistic. This is only achieved by truly adapting your product.

Mandatory information varies significantly between markets. Ingredients, allergens, net weight, expiry date, country of origin, batch number—the list is extensive and regulation-dependent. Labelling that fully complies with EU rules may be illegal in North American or Asian markets.

Materials and sustainability are increasingly important in global regulations. Many European markets, as well as dynamic regions such as Japan and South Korea, either encourage or require sustainable packaging solutions. Adapting to this trend can become a real competitive advantage.

Finally, sizes and formats must be considered. Consumer preferences vary widely: the North American market tends to favour large family-sized formats, while many Asian markets prefer single-serve or individual packaging.

Practical advice: Conduct packaging tests with local consumers before full market launch. Their spontaneous reactions are more valuable than any desk research.

Pillar 3: Cultural adaptation — the connection you cannot buy

If there is one pillar companies tend to underestimate, it is this one. Culture shapes how consumers perceive, evaluate, and ultimately decide to purchase your product. Cultural differences go far beyond what is immediately visible.

Colours and symbols carry radically different meanings depending on cultural context. White, associated with purity and cleanliness in the West, is the colour of mourning in much of Asia. Red brings good luck in China but signals danger or prohibition in many European contexts.

Communication and values also vary significantly. High-context cultures, such as Japanese or Arab cultures, value subtlety, personal relationships, and what is left unsaid. Low-context cultures, such as German or American, prefer direct, clear, fact-based messaging. The same advertisement may succeed in one market and fail completely in another.

Religious and cultural taboos are particularly sensitive. An ingredient, image, or slogan that is harmless in a Catalan context may trigger a reputational crisis in markets with different sensitivities. Investing in cultural understanding beforehand is far more cost-effective than managing a crisis afterwards.

Practical advice: Always work with local partners, distributors, or consultants who understand the culture from within. No manual can replace lived experience.

Pillar 4: International differentiation — why should they choose you?

In a new market, your product competes against local brands that already know the consumer, have built trust over time, and often benefit from cost advantages. The key question is: why should they choose you?

The answer must be a clear, specific, and credible value proposition tailored to that market. There is no universal proposition. You have to adapt your product.

Four main international differentiation strategies exist:

Competitive pricing entry: a valid strategy for rapid market share acquisition in emerging markets, provided there is a clear plan to move towards higher value positioning over time.
Technological innovation: positions your product as the most advanced in the segment.
Local specialisation: adapts the product so closely that consumers perceive it as designed specifically for their market.
Premium positioning: justifies a higher price through perceived quality, recognised certifications, and prestigious origin.

Adaptar tu producto para la exportación Adapting your product for exporting

How we support your product adaptation at Barcelona Export and Catalunya Exporta

The Catalunya Exporta programme, promoted by the Government of Catalonia through ACCIÓ and with Barcelona Export as a partner of Foment del Treball, provides Catalan companies with concrete tools to navigate this process: from regulatory advisory services to support in identifying priority markets, product adaptation training, and assistance in international trade fairs and missions.

Catalan companies enjoy a real competitive advantage: a strong industrial tradition, internationally recognised design, an entrepreneurial culture, and a strategic location in the heart of the Mediterranean. Making the most of this advantage requires strategy, preparation, and the right partners. Contact us to adapt your product for exporting.

Conclusion: adapting your product is not surrender—it is winning

Viewing product adaptation as a compromise, as if you had to give up your identity to sell abroad, is a misconception.

Adaptation is, in fact, the clearest sign of business intelligence: it means understanding the consumer, respecting their culture, and building an offer that truly meets their needs.

Catalan companies that have followed this path confirm it: international markets do not reward those who arrive first, but those who arrive best prepared.

If your company is considering taking the step, Barcelona Export and the Catalunya Exporta programme are here to support you.

Catalunya Exporta programme: the ACCIÓ programme helping Catalan SMEs start exporting

barcelonaexportadmin on June 9, 2026

Discover the Catalunya Exporta programme by ACCIÓ: grants of up to €10,500, training and expert guidance to help your Catalan SME start exporting in 2026.

If you run an SME in Catalonia and have been thinking about selling outside Spain, here’s some news worth your attention: the Catalunya Exporta programme by ACCIÓ, the Agència per la Competitivitat de l’Empresa, is the most powerful public initiative currently available to help Catalan businesses make the leap into international markets. At Barcelona Export we explain everything you need to know to make the most of this opportunity.

¿What is the Catalunya Exporta programme?

The Catalunya Exporta programme is a public-private initiative driven by the Government of the Generalitat de Catalunya through ACCIÓ. It runs for three years (2026–2028), has a budget of over €3 million and an ambitious goal: to help 2,000 Catalan companies start exporting for the first time or consolidate their presence in foreign markets. It forms part of the Catalan Economy Internationalisation Strategy 2026–2030, which aims to reach 19,000 regular exporting companies across Catalonia.

The Catalunya Exporta programme does not work alone. It is developed jointly by ACCIÓ and a network of leading business organisations: the Consell General de Cambres de Catalunya, Foment del Treball Nacional, PIMEC, Secartys, TecnoCampus, Amec, the Fundació Cecot Innovació, Texfor, FITEX, the Centre Metal·lúrgic and the AEGP. A coalition that guarantees broad sectoral coverage and genuine on-the-ground support.

What does the Catalunya Exporta programme offer your business?

The Catalunya Exporta programme is not just training: it is a complete roadmap that accompanies the company from the initial diagnosis through to the execution of the export plan. The main pillars are:

1. Specialist training sessions Workshops and sessions on international training, export financing, building an export department, how to find international distributors, adapting your product to foreign markets and much more. Sessions are scheduled every two weeks, allowing businesses to keep pace without disrupting day-to-day operations.

2. Personalised export diagnostic Each company receives an analysis of its real starting point: the product’s export potential, the most suitable markets, the optimal entry channel and the resources required. The outcome is an actionable initial plan with specific tasks, responsibilities and deadlines.

3. Access to ACCIÓ tools and resources Participating companies gain access to ACCIÓ’s full service portfolio: market intelligence and opportunities, support for tariff barriers, resolution of international trade obstacles and, above all, the internationalisation vouchers described below.

The ACCIÓ Vouchers: direct funding to start exporting

Within the Catalunya Exporta programme ecosystem, the ACCIÓ Vouchers are the most direct funding instrument available to Catalan SMEs. The 2026 call — now open — offers two options:

Vouchers to start exporting: up to €10,500 grant (100% of the budget). Aimed at companies that do not yet export or whose foreign sales do not exceed 25% of turnover.
Vouchers for internationalisation plans: up to €8,000 grant (100% of the budget). For companies with some export experience that want to structure and scale their strategy.

In both cases, the voucher is redeemed with an ACCIÓ-accredited Internationalisation advisor — such as BarcelonaExport — who designs and executes the internationalisation project alongside the company.

Basic requirements to access the vouchers:

Be an SME with operational headquarters in Catalonia
Have invoiced a minimum of €250,000 in the previous financial year
Have a website in at least one foreign language
Be up to date with tax and Social Security obligations

One important point: vouchers are awarded in strict chronological order of application and tend to run out within a few weeks of the call opening. In 2026 the call opened on 14 May. If you are reading this now, don’t leave it until tomorrow.

Why trust an accredited adviser like Isabel Garcia at BarcelonaExport?

Working with an ACCIÓ-accredited Internationalisation adviser makes a real difference. Not only because the voucher itself requires it, but because the export process — finding distributors, negotiating contracts, adapting to local regulations — has a steep learning curve that can prove very costly without expert guidance.

At BarcelonaExport we have spent years supporting Catalan SMEs in their internationalisation journey: from market selection through to signing the first contract with an international distributor. Within the Catalunya Exporta programme, we can help you apply for the vouchers, design your export plan and execute every step with a proven methodology.

The time to export is now

Catalonia is Spain’s leading exporting region, with over €74 billion in exports and a presence in more than 180 markets. Yet 42% of those exports are concentrated in large companies. The Catalunya Exporta programme exists precisely so that SMEs — the true engine of the Catalan economy — can also benefit from international growth.

If your company has a strong product, productive capacity and a vision for the future, the Catalunya Exporta programme by ACCIÓ could be the catalyst you have been waiting for. The question is not whether you should export, but when you start.

Want to know whether your company can access the Catalunya Exporta programme and the 2026 ACCIÓ Vouchers? Get in touch and we will provide a free diagnostic within 48 hours.