Selling cross-border: Introduction The ‘first mile’ of the customer’s purchase path is all about browsing, comparing and deciding whether or not to buy. It often is a question of trust, influenced by price competitiveness, level of service as well as emotion. For foreign retailers, localization plays a major role in succeeding abroad: It increases visibility in search engines and offers website users a look and feel they are accustomed to, making buyers feel more comfortable. This can equate to a strong boost in website conversions. Logistics- ‘the last mile’- is the crucial phase of getting the product from the seller to the buyer- and it plays an enormous role in the creation of trust and satisfaction with the consumer. In order to cater to the high expectations of todays’ digital consumers, a local approach for each target market is important for international success.