We chat to a lot of eCommerce brands who are already selling into multiple countries. The products are there. The ambition’s there. But the strategy… not fully fledged. And the results aren’t quite matching the expectation.
Sound familiar?
When we dig into these accounts, one issue pops up again and again: a one-size-fits-all approach to international growth. Same messaging. Same creative. Same channels. Just translated and shipped out. Efficient? Maybe. Effective? Not so much. If international growth were that easy, we’d all be sipping flat whites on global domination money by now.
So, what does work? And how do you build a tailored, localised strategy across multiple markets without losing your mind (or your budget)? Let’s get into it.
First things first: we need to zoom out before we zoom in. A market matrix is where you take a proper look at your export markets and score them based on things like:
Layer all of that together and you start to see the full picture. Which markets have untapped growth potential? Which ones should be top of your priority list? Where are you already established? And where are the risks hiding?
This process has a habit of shaking a few assumptions loose. Markets that once felt like no-brainers can suddenly look less appealing once costs and competitiveness come into play, while others quietly move to the top of the list.
Once you’ve identified your priority markets, it’s time to roll up your sleeves. In particularly large, expensive territories (the US being the obvious example) going nationwide straight out of the gate isn’t always possible. Regional strategies often help budgets go further and deliver stronger early traction. Think of it less as “conquering a country” and more as “winning the right rooms at the right party”. Much more manageable. Far better results.
Here’s where things get interesting. Your audience overseas might look very different to the one you know and love at home. Different demographics. Different behaviours. Different cultural reference points. And yes, different expectations.
If we can tap into retailer or partner data, brilliant. That can give you a head start. But we also lean heavily on tools and insight around cultural nuance; how people shop, what motivates them, and what definitely won’t land.
Because let’s be honest: messaging that works beautifully in one market can fall completely flat in another. Sometimes it’s subtle. Sometimes it’s glaring. Either way, copy-and-paste rarely survives cultural context.
Another common trap is assuming the platforms that perform best in your home market will do the same everywhere else. Spoiler: they won’t. Not always.
Platform preference varies hugely by country, particularly when your target demographic shifts. Some channels will punch above their weight in certain markets, while others quietly underperform. Getting this right early on saves time, money, and a lot of “why isn’t this working?” Slack messages.
Once you’ve got the data, the insights, and the lay of the land, you can start shaping a proper local strategy:
And don’t forget your product mix. Climate, seasonality, and local needs can all influence what should be front and centre in different regions. Winter coats in July? Bold choice. Rarely the right one.
International growth isn’t about doing more everywhere. It’s about doing the right things in the right places. A strong market matrix gives you clarity. A localised strategy gives you momentum. And together, they help you build international growth that’s sustainable, not scattergun.
If you’re finding it tricky to uncover meaningful market insight, or you’d like to see how we build international strategies in practice, get in touch. We’d love to chat.
