Pat Mokgatle | 22 November 2025
Pat Mokgatle is a chartered accountant who is head of entrepreneurial business at audit, tax and advisory firm BDO. He also runs a start-up, Decorum Stylists, which provides grooming, tailored suits, accessories and image consulting.
In today’s digital age, social media has become an indispensable tool for businesses aiming to expand beyond local markets. For South African entrepreneurs, the 
opportunity to sell goods and services internationally is more accessible than ever before.
By harnessing the power of social media platforms, you can reach new customers, build global brand awareness and tap into lucrative overseas markets.
However, success in international markets requires a deep understanding of your target audience, the problem you are solving, and the logistics that ensure your product arrives on time, every time.
The first step in selling your products internationally is to truly understand your end user. Every market has its own cultural nuances, consumer habits and pain points. As 
a South African entrepreneur, it is crucial to research your target countries thoroughly.
Use social media analytics tools to gather insights about demographics, interests and buying behaviours. For example, platforms like Facebook, Instagram and LinkedIn offer detailed audience analytics that can help you tailor your messaging and offerings to specific regions.
Engage with potential customers by joining online communities, participating in discussions and running targeted polls. This direct engagement not only helps you understand the needs of your overseas customers but also builds trust and credibility for your brand.
Identifying the specific problems faced by your international audience is key to differentiating your products and services. Social media enables you to listen to 
conversations, monitor feedback and spot trends in real time. For instance, Twitter and Reddit can be excellent platforms for analysing trends and tracking customer sentiment. When you position your product as a solution to a genuine problem, you increase its appeal and value proposition in overseas markets.
Share stories and testimonials from customers who have benefited from your offerings. Authentic content resonates strongly and can be a powerful tool for attracting foreign buyers. Remember, the more you demonstrate your understanding of the market’s challenges, the more likely you are to gain traction abroad.
Different social media platforms cater to different audiences and markets. Facebook and Instagram are ideal for visual storytelling and e-commerce integration, while 
LinkedIn is invaluable for business-to-business services and professional networking. TikTok and YouTube can help you reach younger demographics through creative content and product demonstrations.
Invest in targeted advertising to reach specific international markets. Both Facebook and Google Ads allow you to geo-target your campaigns, ensuring your promotions reach users in the countries you wish to enter. Collaborate with local influencers and content creators to boost your credibility and visibility in new regions.
No matter how effective your marketing strategy is, success depends on delivering your goods and services reliably across borders. Establish partnerships with reputable 
logistics providers who have experience in international shipping. Consider using e-commerce platforms like Shopify, Amazon or Etsy, which offer integrated shipping solutions and can streamline customs and tax compliance.
Track shipments in real time and communicate transparently with customers regarding delivery times and possible delays. Providing a seamless and reliable experience is paramount to building long-term customer loyalty in overseas markets.
For South African entrepreneurs, looking beyond our borders is not just an 
opportunity, it is a necessity in today’s competitive global landscape.
By leveraging social media, understanding your international customers, solving meaningful problems, and ensuring strong distribution networks, you can successfully expand your business overseas.
Technology has bridged the gap between continents; now it is up to you to take the leap and bring your products and services to the world.
