HOW TO SUCCESSFULLY EXPAND YOUR E-COMMERCE BUSINESS TO NEW MARKETS
Ready to go global? Expanding your e-commerce business internationally opens doors to new customers, higher margins, and long-term growth. But how do you prepare for global expansion and succeed?
In our recent Lunch & Learn webinar hosted with Trustly, some of Sweden's most innovative e-commerce leaders shared their real-world experiences and top strategies for entering new markets. Learn from top Swedish e-commerce leaders.
The panel included:
- Johanna von Sydow, CEO & Founder, Equestrian Stockholm
- Sofia Lind Andersson, CEO Malina & Soft Goat
- Elvira Eriksson, CEO & Founder, Mockberg
- Kristoffer Cedfors, Investor, Verdane
- Björn Påhlman Spenger, Framtidens E-Handel
Why international expansion pays off
"Going global allows you to tap into profitable customer segments and scale your operations. You also gain leverage with suppliers and logistics partners, better terms, and lower costs. That's the power of scale", says Kristoffer Cedfors.
For Equestrian Stockholm, which now sells to over 100 countries, expansion has also been a form of risk diversification.
"We've become a stronger, more stable company by being present in multiple markets. It's essential for us to operate globally", says Johanna von Sydow.
Start small, scale smart: Low-risk international growth
One common theme among the panelists is to test and scale organically.
"Start by launching softly in several markets, then focus investment where you see traction", advises Kristoffer Cedfors.
Johanna von Sydow agrees:
"That's exactly how we work. Sometimes unexpected markets show potential; Germany was a surprise hit for us. But every market has different needs. Germans want everything translated. So do your homework and understand logistics, local preferences, and influencers that align with your brand."
Avoiding pitfalls: Don't expand too fast
Elvira Eriksson, founder of jewelry brand Mockberg, warns against launching in too many markets at once:
"We made the mistake of expanding into several countries simultaneously. It was overwhelming. Instead, focus on one market at a time. Make sure it's profitable before moving to the next."
Use data to pick the right market
So, how do you identify the proper country to target?
"We analyze Google Analytics to see where our brand is being searched. Sales performance is also a key KPI; if a market is converting well, it's worth investing in", says Elvira.
Pricing strategies are equally important
"We've considered the VAT pricing in the US and developed a separate strategy for that market to secure better margins. When expanding through retailers, higher margins are essential for profitability," says Sofia Lind Andersson, CEO Malina & Soft Goat.
Localize everything: From payments to language
Once you've selected a market, localization is key. That includes:
- Local shipping options
- Local payment methods
- Translations of your website, ads, and customer service
"Some markets expect a completely local experience, including language. Even in Sweden or Norway, consumers prefer content in their native language", the panel notes.
Find the right balance: Smart scaling vs. overstretching
Today's tech makes localization easier, from payment solutions like Qliro to currency optimization with Trustly. But how far should you go?
"Be cost-effective. Don't build a team of 17 translators just to scale. Instead, ask: Can this process be smarter? Can AI help? Make your business look big without burning resources", the panel advises.
Final Tips: Expert advice for global e-commerce success
- Kristoffer Cedfors: "Invest significantly enough to learn but not so much that failure threatens your business. Treat expansion as a learning opportunity."
- Elvira Eriksson: "Only expand into as many markets as your current team can realistically handle."
- Johanna von Sydow: "Be brave and test new markets. But do it strategically and efficiently. Great customer service and local language support are key."
- Sofia Lind Andersson: "When you commit to a market, the whole team should commit. That's how you get traction. But always do it in a controlled way."
Watch the full webinar here:
