According to experienced Marketplace Specialist Fabian Booijen, international expansion is not something you should rush into. First, you need to make sure you have a solid foundation in the Netherlands. Only then is it time to take the next step.

In this blog, Fabian shares his perspective on international expansion, the biggest pitfalls, and how to enter new markets step by step.

When is my brand ready for international expansion?

That really depends on your brand and where you are at that moment.

Are you an e-commerce brand? Then first make sure you have a strong position in the Dutch market. You need to know which products sell well, have sufficient stock available, and be able to purchase efficiently. By buying in larger quantities, the cost per product often decreases, while shipping costs per unit can also become lower.

Are you seeing roughly the same revenue month after month and feel like you are reaching your growth ceiling in the Netherlands? Then first look at whether there are still opportunities to grow within the Dutch market. Only after that does it make sense to consider entering another market.

It is important to treat each new country as a completely new market launch.

”Don’t enter every country at once. Scale internationally step by step.”

Which countries offer the most potential?

For Dutch brands, Fabian believes Germany is by far the most logical first step.

There are several reasons for this. Germany is the largest e-commerce market in Europe, it is close to the Netherlands, and shipping costs are therefore relatively low. Shipping to countries such as France is already considerably more expensive, which makes it harder to remain competitive.

Fabian often sees Belgium as an extension of the Dutch market. Many brands are already active in both countries through bol. If you are not yet selling in Belgium, this can be a logical first expansion. If you are entering a completely new market, however, he believes Germany is the best choice.

Should I start with Amazon in Germany?

That depends entirely on your product and your proposition.

Not all product categories perform equally well on Amazon. Some products are a better fit for Amazon, while others may have more potential on a niche marketplace.

That is why we always recommend first identifying where the greatest potential lies and investing your time there.

Why is expanding step by step so important?

One of the biggest mistakes companies make is trying to launch on multiple marketplaces at the same time. With every new marketplace, you want to know exactly what is happening. Which products are selling well? How are the ads performing? Are reviews coming in? Are there any errors? Are the prices correct? Is order processing working properly?

By launching one marketplace at a time, you maintain control over all the details and learn which products and strategies work.

You can then use that knowledge when launching on the next marketplace.

”People often think: I’ll just push my entire API through and see what happens. But especially in the beginning, you want to keep a close eye on everything.”

If you have a manageable product range, you can easily add all products at once. However, Fabian believes it is wiser not to launch multiple marketplaces at the same time. This prevents you from losing overview if, for example, something goes wrong with order processing.

What are the biggest pitfalls of international expansion?

The biggest pitfall is that brands try to expand too quickly.

Selling internationally comes with additional costs and obligations. These include higher shipping costs, EPR registrations, VAT obligations, and other local regulations.

You also need to be prepared for increased demand. Do you have enough stock? Can you handle a sudden doubling in sales? And can you finance that additional inventory?

Brands that expand too early regularly run into problems such as stock shortages or cash flow issues.

”First make sure you have the Dutch market under control. Only when your inventory, finances, and processes are in good shape is it time to take the next step.”

How do you handle logistics and VAT?

If you really want to launch successfully on Amazon in a new country, Fabian recommends considering Amazon FBA.

According to him, there are clear signs that FBA can generate more sales. In addition, it provides extra advantages within Amazon.

However, you need to arrange the correct registrations in advance. This includes a VAT number, the required administration, and all related obligations.

These are investments you need to take care of before you get started.

Should I translate and localise my listings?

Absolutely.

This is something many sellers underestimate.

A poor translation can make your brand appear unreliable. In addition, the same product copy does not work equally well in every country. That is why it is important not only to translate your listings, but to properly localise them for the market in which you are selling.

How do I prevent fragmented inventory?

A good strategy is important here as well.

When you are active in multiple countries, you want to avoid having your inventory spread across many different locations. This makes inventory management more complicated and creates additional work.

It is therefore better to look at a fulfilment strategy that uses as few inventory locations as possible. Amazon FBA can play a role in this, for example, because it allows you to use your inventory for multiple marketplaces through a single system.

It also helps to work with as few fulfilment partners as possible. This not only makes your inventory easier to manage, but can also provide benefits in terms of shipping rates, as you are sending larger volumes through a single carrier.

”Once your business is performing well, most of the additional profit can often be found through process optimisation.”

So, when should you scale internationally?

According to Fabian, international expansion starts with a strong foundation in the Netherlands.

First make sure your processes, inventory, finances, and product range are in order. Then choose one new country and one new marketplace at a time. This allows you to maintain control over your performance, learn from the results, and build a strong foundation for further international growth.

Ready for the next step?

Are you wondering whether now is the right time for your brand to take the leap and expand internationally? Could you use some guidance in the right direction? Our specialists are here to support you personally.