International e-commerce expansion can be an exciting step towards further business growth. However, entering a new market also requires careful preparation. To reduce unnecessary risks and make the most of the opportunities available, an online store needs a clear strategy and an understanding of the operational steps involved.
From setting up banking arrangements to localization, customer support and advertising in a new market, several areas should be prepared before launch. The better these processes are organized, the easier it becomes to build a reliable presence abroad.
In this article, we look at the practical steps that can support your international expansion and help prepare your online store for markets such as Romania and Hungary.
Table of Contents
- How Does Opening a Bank Account Work During International Expansion?
- What Does FOZA SA Offer in Customer Support and Translation?
- How FOZA SA Works with Marketing Agencies
- How Does Advertising Work When Entering a New Market?
- BONUS: How Can an Online Store Retain Its Customers?
1. How Does Opening a Bank Account Work During International Expansion?
When entering a new market, some businesses decide that a local bank account can simplify certain operational processes.
FOZA SA can help clients understand local requirements, prepare the necessary documentation and arrange translations where required. However, the exact process depends on the country, bank, company structure and the bank’s own compliance requirements.
Opening a Business Bank Account in Romania
For a non-resident company opening an account in Romania, banks may request documents such as a recent extract from the company’s public register,
identification documents for legal representatives and information confirming who is authorized to act on behalf of the company.
Depending on the company and the country in which it is registered, additional documents, certified copies, apostilles or legalized documents may also be required. UniCredit Romania, for example, states that its requirements for non-resident companies depend partly on whether the company is based in the EEA or Switzerland and whether the public-register documents clearly establish the representative’s authority.
This means that the original process described in the older article — including mandatory notarization, opening the account only at a bank’s headquarters or a fixed three-day processing period — should not be treated as a universal rule.
FOZA SA can assist with the preparation and translation of documents and help the client communicate with the selected bank during the process.
Opening a Business Bank Account in Hungary
Hungarian banks also require corporate and identification documentation from foreign companies.
OTP Bank, for example, lists documents such as a recent company-register certificate, proof of representation, corporate documents, identification documents, information on the ownership structure and tax-related documentation for non-resident companies. Certain foreign documents may also require notarization, an apostille and an official Hungarian translation.
The older Slovak article stated that Hungarian banks generally require an existing Hungarian contract or local partnership before opening an account. I would not keep this as a general statement, because current published bank requirements do not support it as a universal condition.
The safest approach is therefore to confirm the requirements directly with the selected bank before starting the application.
2. What Does FOZA SA Offer in Customer Support and Translation?
At FOZA SA, we aim to adapt the services around each online store so that international e-commerce expansion is easier to manage from an operational perspective.
The objective is to provide support that functions much like an extension of the client’s internal team.
Depending on the agreed cooperation, a team member assigned to the online store can handle local-language customer communication and assist with other market-related tasks.
FOZA SA can also prepare a trained backup team member who understands the client’s processes and can step in when necessary. This helps reduce the risk of customer support being interrupted because the primary contact person is unavailable.
Translation and Localization
We also provide translation and localization services for online stores.
Depending on the project, translations may include:
- website content,
- product information,
- customer emails,
- FAQs,
- automated messages,
- return and complaint information,
- other customer-facing materials.
For larger volumes, translation tasks can be handled separately from everyday customer support so that both processes remain manageable.
Support with Local Market Operations
Depending on the target market and the client’s needs, FOZA SA can also assist with practical expansion-related tasks.
For Romania, this may include support with platforms such as Compari.ro and eMAG Marketplace, establishing local customer communication channels and organizing solutions for returns or customer complaints.
Compari.ro continues to operate as both a price-comparison service and shopping platform, bringing together product offers from online stores in Romania.
FOZA SA can also support clients with areas such as:
- local telephone numbers,
- return and collection solutions,
- local addresses where relevant,
- coordination of returned parcels,
- legal and tax-related consultations through appropriate specialists,
- practical market-entry support.
The exact combination of services depends on the country and the requirements of the individual online store.
3. How FOZA SA Works with Marketing Agencies
FOZA SA does not operate as a performance marketing agency.
However, through our experience with international expansion, we have developed relationships with marketing agencies and other specialists that can support online stores entering foreign markets.
Cooperation can be organized in two main ways.
The client can receive a direct introduction to a marketing partner and manage the cooperation with that agency independently.
Alternatively, FOZA SA can help coordinate communication between the client and the relevant partners. The marketing strategy, advertising setup and campaign decisions remain the responsibility of the client and the selected marketing specialists.
This approach allows FOZA SA to focus primarily on localization, customer communication and operational market support while working alongside specialists responsible for advertising.
4. How Does Advertising Work When Entering a New Market?
Advertising in Romania or Hungary uses many of the same digital channels available in other European markets. What differs is the competitive environment, customer behaviour, language and the cost of acquiring customers in a particular product category.
There is no universal period after which an online store will become visible or profitable in a new market.
In practice, the first weeks and months are usually a period of testing. Businesses need to evaluate which products attract demand, which advertising channels work, what customers search for and whether prices remain competitive after logistics and marketing costs are included.
The available budget also influences the speed at which useful data can be collected.
A higher budget can allow more campaigns, products and audiences to be tested at the same time. A smaller budget usually requires a narrower and more gradual approach.
For this reason, I would replace the old claim that an e-shop generally needs “1–2 months” to become visible. This can happen in some projects, but it is not a reliable benchmark for every category or market.
Price Comparison Platforms
Before entering a market, price-comparison websites can also provide useful information about competitors and product pricing.
For Romania, Compari.ro can be relevant, while Árukereső.hu serves a similar function in Hungary.
These platforms can help businesses understand how competing products are positioned and whether their own pricing is realistic for the target market.
eMAG Marketplace
For businesses entering Romania, eMAG Marketplace may also be worth evaluating.
However, it should not automatically be treated as the right sales channel for every online store. The decision depends on factors such as product category, margins, logistics and the role that marketplaces play in the broader expansion strategy.
eMAG currently states that seller commissions vary by product category and generally range from 7% to 25%, while there are no listing, account-management or subscription fees.
FOZA SA Tip
The original article recommended placing a discount leaflet for the seller’s own website inside parcels purchased through eMAG.
I would make this recommendation more cautious:
If you sell through a marketplace, always check the platform’s current seller rules before inserting promotional materials, discount codes or messages intended to move customers to another sales channel.
Marketplace conditions can change, and sellers are required to comply with the terms and commercial policies accepted when joining the platform.
For broader information about European e-commerce and market developments, Ecommerce News Europe can remain a useful supplementary industry source.
5. BONUS: How Can an Online Store Retain Its Customers?
FOZA SA does not provide marketing services directly, but our work with international online stores gives us insight into situations that frequently affect customer satisfaction.
One of the foundations of customer retention is a positive first purchasing experience.
That means delivering what was ordered, providing realistic delivery information and making it easy for the customer to get help when something does not go according to plan.
Once customers have completed their first purchase, online stores can consider different retention measures, such as loyalty benefits, relevant offers or customer accounts that make future purchases easier.
Email campaigns can also form part of this strategy, provided the business complies with the applicable consent, privacy and electronic-marketing requirements.
Discounts alone do not guarantee customer loyalty. They can be useful when combined with a reliable purchasing experience, especially for products that customers purchase repeatedly.
What Happens When the First Experience Is Not Perfect?
Not every order will go according to plan.
A product may arrive damaged, the wrong item may be delivered or the customer may need to return a purchase.
In these situations, the way the online store handles the problem becomes particularly important.
Customer support should be able to:
- explain what the customer needs to do,
- provide clear information about the return or complaint process,
- respond within a reasonable timeframe,
- keep the customer informed about the next step,
- process refunds or replacements according to the applicable rules.
A problem does not automatically mean that the customer relationship is lost. A clear and well-managed resolution process can help maintain confidence in the online store.
Conclusion
International e-commerce expansion requires more than translating a website or launching advertising in another country.
An online store may need to prepare banking and administrative processes, localization, customer support, returns, logistics, local communication channels and a realistic marketing strategy.
Not every business will need exactly the same setup. The appropriate approach depends on the country, product category, existing internal resources and the goals of the expansion.
At FOZA SA, we help online stores prepare the operational side of entering foreign markets — from translation and localization to customer support and practical market-entry assistance.
Planning to expand your online store internationally? Contact FOZA SA and we will help you identify the services and processes your business needs before entering a new market.
