Explosive growth
The last 15 years I have worked fulltime on making cross border eCommerce grow. The conslusion of all those years, is that most brands total fail at crossborder ecommerce. Crossborder eCommerce sounds really sound like sweat music to any CEO, with just a little bit of ego. “We now sell our products in 28 new markets…”
Reallyty is that most brands eventually close down new markets that they stared up, because sales did not get big enough to cover the extra administration and competition was harder abroad.
So why does it go wrong so often?
OFten the reason to launch in a new market, is based on the decire to scale the business mode. Brands enter new markets to “sell more”. Very few enter markets to help consumers in that country.
STOP SREWINg over your international customers. Most brands do that. Why does a product cost more on your international site tham at your offecial retailer? Because you don’t care about your customers and as long as you do that, you will not
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