How eCommerce Strategies Have Changed Since Brexit

The Brexit transition brought about regulatory, logistical, and consumer behaviour changes, forcing companies to adapt their strategies.

For small and medium businesses (SMEs ) in particular, Brexit has prompted significant changes in their digital marketing strategies, especially for those involved in cross-border trade. SMEs, which typically have fewer resources compared to larger corporations, have to face unique challenges and opportunities due to the regulatory market shifts that Brexit has introduced.

 

Localised Marketing and Branding

 

Post-Brexit, every UK-based eCommerce advertising agency has to place a greater emphasis on targeting either the UK or the EU specifically due to regulatory and economic changes. This may involve localised campaigns, different product assortments, and marketing messages tailored to different markets.

Brand Perception and Customer Expectations are also affected. UK brands need to manage attitudes in the EU, where customers may now associate UK goods with higher costs and slower deliveries. Communication about shipping times, duties, and taxes has become an important aspect of customer service.

 

Changes in Consumer Behaviour

 

Both UK and EU consumers may prefer domestic sellers to avoid potential complications with cross-border orders, such as additional fees or longer delivery times. This shift has led some businesses to focus more on their home markets, refining their domestic eCommerce offerings.

Consumers may also be more cautious when purchasing from across the UK-EU border, given concerns about added costs, potential returns issues, and shipping delays. This has encouraged UK businesses to invest in clearer communication regarding returns policies and duty charges.

Digital Advertising and Analytics Adjustments

Brexit has required SMEs to adjust their digital advertising campaigns, particularly in terms of geographical targeting. Ads may now focus on separate regions (UK vs. EU) rather than running a pan-European campaign. Platforms like Google Ads, Facebook Ads, and Instagram allow for these refined regional strategies, ensuring that SMEs target the most relevant audience based on new post-Brexit dynamics.

And given the increased costs of doing business with the EU for some businesses, some SMEs are also reallocating their digital marketing budgets, putting more emphasis on UK markets or other non-EU regions. This shift means reviewing which channels (social media, search, email marketing) yield the best return on investment in each market.

 

Social Media and Content Marketing Shifts

 

Trust-building with content has become even more crucial post-Brexit, particularly for EU customers wary of potential issues with UK sellers. SMEs leverage content marketing, such as blogs, videos, and social media posts, to assure customers of smooth delivery, transparent pricing, and easy returns.

SMEs are also increasingly leveraging social proof, using customer reviews, testimonials, and user-generated content to prove reliability to EU customers who may be sceptical about cross-border orders. Displaying positive reviews from satisfied EU customers can help alleviate concerns about delivery issues or extra costs.

What’s more, in both the UK and EU, SMEs continue to partner with influencers to extend their reach and build trust. Brexit has added importance to these collaborations, especially for brands seeking to enter or maintain their presence in specific EU countries, where influencers can provide localised credibility.

 

Evolving SEO and SEM Strategies

 

With Brexit creating clear distinctions between the UK and EU markets, SMEs need to adopt a more region-specific SEO strategy. This might involve using country-specific keywords and optimising for search engines that dominate in specific regions. For example, focusing on localised keywords like “UK shipping,” “customs fees,” or “Brexit impact” can help SMEs rank higher for searches related to post-Brexit eCommerce.

SMEs may now run paid search campaigns with regional specificity, directing users in the UK and EU to different landing pages or offers. This allows for more tailored marketing messages and can help manage different customer expectations post-Brexit.

Brexit has forced SMEs to rethink their digital marketing strategies, focusing on localisation, transparency, and adapting to regulatory changes. Digital channels, such as social media and search engine marketing, have become critical tools for SMEs to manage customer relationships and communicate effectively about the evolving business environment. These strategies are helping SMEs navigate new challenges while capitalising on emerging opportunities in both domestic and international markets.