They shouldn't expand abroad yet

Optimising a Danish online shop was the option we chose to pursue when I advised a business about overseas sales in October 2010. We held a two-hour Skype meeting.

Optimise a Danish online shop before the next market

The business already sold lots of products online. They were considering expanding abroad but were unsure about both timing and approach.

After the conversation, we thought the Danish shop still had considerable potential. So my assessment was that overseas expansion should wait.

Flow and new marketing channels

I pointed to opportunities to improve the customer’s path through the online shop and use marketing channels the business hadn’t tried. Also read E-pusher about my experiences with online sales and marketing.

I expected that to bring more sales and build a stronger foundation for later expansion. I also saw an opportunity to avoid the costs of entering foreign markets too early.

Those are my assessments after the 2010 meeting. The original account doesn’t document subsequent sales results or how overseas expansion would actually have gone.

Also read about starting with one market.