From launch to profitability – five steps to succeeding abroad

Written by Max Riis Christensen, revised July 2025

Launching a webshop in a new country is a milestone – but success depends on what happens after the site goes live. Over the years, we have worked with hundreds of e-commerce brands expanding across Europe. While each case is different, the most successful ones all go through the same five phases.

Understanding these steps – and what is required at each stage – helps you stay focused, avoid common pitfalls, and build a profitable setup in your new market.

Phase 1: Decide – choose the right market and define success

The first step is about alignment. Where does your product have potential? What does success look like – and what level of investment will it require? Some brands build simple business cases; others go deeper. Regardless of format, a clear direction makes it easier to prioritise and easier to say no to distractions once you are live.

Phase 2: Localise – build trust from day one

Localisation is more than language and logistics. It is about creating a webshop experience that feels local – in tone, in structure, and in service. Seamless payment options, familiar delivery methods, and transparent return terms matter more than flashy design. The goal is to make your site feel like a natural choice for local customers.

Phase 3: Optimise – make the most of your traffic

Going live is not the end – it is the start of your customers’ experience. In this phase, your job is to fine-tune everything that affects conversion. Are you highlighting the right USPs? Does your product selection match local demand? Are your customer service processes and delivery times meeting expectations? Benchmark your conversion rate against your home market – and work to close the gap.

Phase 4: Grow – reach the volume you need

Even the best local setup will not succeed without scale. International operations come with fixed costs – customer service, logistics, local staff – and management attention. To justify the effort, you need volume. Start with a focused marketing plan based on what works in your home market, adapted to local conditions. Set clear KPIs so you can track progress and make adjustments as the market responds.

Phase 5: Succeed – build a setup you can reinvest in

Once the model works, you can optimise contracts, renegotiate rates, and reinvest profits. This is the point where your international webshop no longer feels like a side project – it is a fully functioning part of your business. Some brands choose to expand into new markets from here, others focus on increasing profitability in the ones they are in.

Success rarely comes from one big decision – it is the result of many small ones, made in the right order. If you are clear on where you are in the process, it becomes easier to prioritise and easier to grow.

Want a second opinion on your setup? We are happy to help, contact us here.