Guide · Ultineo E-commerce
Earning a first order from a buyer who has never heard of you
This guide is for a merchant who has just opened a country where nobody knows the shop. Before paying, a stranger checks five things: who is behind the shop, what happens if it goes wrong, what other buyers say, whether someone answers, and whether the pages are in their language. You will be able to run these checks on your own shop, country by country.
Checked against the product in November 2026
The five checks, and how to run them
- Who is behind this shop?
A name, a logo and a contact that are the same on every page, in the emails and on the legal pages. A stranger notices what does not match.
- What if it goes wrong?
Delivery time, returns, refund and warranty, written down before the buyer has to ask. An answer the buyer cannot find is, for them, no answer.
- What do other buyers say?
Reviews from people who received the product, in their own words. You choose which ones are shown; you never rewrite them.
- Can I ask someone?
A contact shown in that country, and a reply that arrives. Show only the channels that someone attends to.
- Is it in my language?
The product page, the help pages, the emails and the reply to a question. Check first the pages read just before paying: delivery, returns, contact.
- How to run the audit
Take one country and an email address the shop has never seen. Go from the first page to a paid order and note each question the pages left open.
1. Show who is behind the shop
A stranger first looks for a seller: a name, the same logo on every page, an email address, a web address of your own. Use one name in the shop, in your order emails and on your legal pages.
Example. A table linen shop trades under one name and invoices under another. The merchant writes on the contact page which company runs the shop.
In Ultineo. In Identity, click Edit in the Identity card to change the "Store name" and the Tagline. On the Contact tab, click Edit in the "Primary contact" card to enter the "Contact email", which is required, and the "Contact phone"; a new email or number shows "Not verified" until you click "Start the verification" and enter the code you receive. In Publication, click Manage in the Domain card to connect your own domain name.
2. Answer before the buyer asks
List what a stranger wants to know before paying: when the parcel arrives, what delivery costs, how to send an item back, when the refund comes, who to write to. Write one short answer to each and put it where the question comes up.
An answer that changes with the country is written for each country. Reread these pages whenever your carrier or your terms change.
Example. A merchant opens a country where parcels take six to eight working days. Her delivery article still says "three to five days". She rewrites it, one sentence per country.
In Ultineo. In Documentation, click "Add a subject" in the Subjects card, then "Add an article" in the Articles card: choose the Subject and write the Title and the Body. A new article is a draft until you open it with Detail and click "Put online". Your help center comes with ready-made articles marked "Standard text"; once you edit one, it becomes Customized.
3. Put the warranty in writing
State for each product what happens if it proves faulty after delivery: for how many months it is covered, what is covered, what is not, and how to ask.
Terms of sale, withdrawal, privacy, and what a buyer is owed in each country whatever your own warranty says: these are questions for a qualified adviser, not for a guide.
Example. A shop covers everything it sells for 12 months, and its desk lamps for 24. The merchant writes two warranties and names the longer one on the lamps.
In Ultineo. In the catalogue Settings, on the Warranties tab, click "Add a warranty": enter its Name, its "Duration (months)" and, in Conditions, what it covers. Choose Yes in "Default warranty" to make it the cover of your whole catalogue; a category or a product can name another warranty, and the longest cover wins.
4. Let other buyers speak in their own words
A stranger looks for what earlier buyers say about the product once delivered. Read each review before it appears, and decide beforehand what you reject: insults, personal data, a review of another product. A low rating is not on that list.
Never rewrite a review. When one describes a problem with an order, deal with the order in a private conversation and leave the review as written.
Example. A buyer gives three stars: the bag is as described, the parcel took nine days. The merchant publishes the review as written, then checks the delivery time shown for that country.
In Ultineo. Customers write a review from their account, on an item they were delivered. In Reviews, open a new review with Detail and click Moderate, then "Publish the review" to show it on the product page or "Reject the review" to keep it off. The customer's words are never edited, and the average rating of a product counts published reviews only.
5. Give the buyer someone to ask
Before paying, a buyer checks that someone can be reached. In each country, show only a contact that someone answers: an email address read every working day, and a phone number only if someone picks up in that language.
After the order, give the buyer one place to ask and to read the reply. Sort questions by topic, decide how fast you reply, and keep to it.
Example. A shop promises a reply within one working day. Its request form offers four topics: delivery, return, product, invoice. Each morning the merchant opens the delivery requests first.
In Ultineo. In Identity, the Contact tab holds the "Contact by country" table: click Edit on the row of a country and choose the "Email shown" and the "Phone shown". A customer opens a support request from their account and picks a topic first. In Support, set the topics on the Settings tab with "Set the support topics"; on a request, click Answer, type your Message and click "Send the answer".
6. Read the shop in the buyer's language
Open the shop as a buyer of that country sees it and read what decides a purchase: the product page, delivery, returns, the warranty, the contact page, the order email. Note everything that is not in the language of the country.
The reply counts too. Answer in the language the buyer wrote in, in your own words; if you cannot, say on the contact page in which languages you reply.
Example. A merchant reads her shop as a buyer of a new country would. The product pages are in the right language; the returns article and the warranty conditions are not. She has both rewritten before announcing the country.
In Ultineo. On the Countries tab of Publication, each activated country shows its Languages: your storefront serves visitors from that country in its languages and currency. Choosing a country and having complete translations are two separate checks.
7. Run the audit as a stranger
Take one country. With an email address the shop has never seen, go from the first page to a paid order. At each of the five checks, write down the question you had and whether a page answered it.
Then test what follows the order: sign in to your buyer account, ask a question, time the reply. Repeat for each country, and after any change of carrier, terms or contact.
Example. A merchant buys a 12 euro item from her shop with a new email address. She finds the delivery time in two clicks and no warranty on the product page. Her test question is answered the next morning.
In Ultineo. From their account, a buyer can follow their orders, open requests linked to their purchases, read your answers, see the new status of a return and write a review on an item they were delivered. In Support, the Overview tab counts the "New requests" and those "Awaiting your reply".
Checklist
Audit one country at a time
- 1. Name the seller
The same name, logo and email address in the shop, the order emails and the legal pages.
- 2. Write the answers down
Delivery, returns, refund and warranty: one short answer each, online, with the cover stated in months.
- 3. Publish reviews unedited
Read each review, publish or reject it by rules set beforehand, and never change its words.
- 4. Show a contact that answers
In each country, an email address read every working day, and a phone number only if someone picks up.
- 5. Read in the buyer's language
Product page, delivery, returns, warranty, contact and order email, read in the language of the country.
- 6. Buy as a stranger
A new email address, one paid order, one question asked, and the time the reply took.
Go further
Welcome your first buyers abroad with Ultineo E-commerce
Send your application: our team reviews each one before an account is opened.
Questions
Yes. In Identity, the Contact tab holds the "Contact by country" table: click Edit on the row of a country and choose "Primary contact" or "Secondary contact" in "Email shown" and in "Phone shown". The phone can also be set to "Do not show".
No. Your help center comes with ready-made articles marked "Standard text", which you can keep or edit. Once edited, an article becomes Customized, and "Restore the standard text" on its page brings the original back.
No. You publish a review or you reject it; the customer's words are never edited. You can change your mind later from the same screen.
Published reviews only. To hide a review, reject it; if you delete it, the item it was written for does not reopen for a new review.
The longest. A product can be covered by the "Default warranty", by the warranty of its category and by the one named on the product: the three are compared and the longest cover wins.
From their account: a customer opens a support request there and picks a topic first. You answer from Support, and the customer reads your answer in their account.