Optimizing the Path to Global Expansion: Tools and Tech to Drive Success

Global expansion is full of opportunity, but also complexity. This eBook, developed with insights from Oliver Wyman, Euromonitor International, EY, Accenture, and Vertex, gives retailers and brands a practical framework for growing internationally across e-commerce and retail channels.

Questions to ask before you go global

Before committing to international markets, it pays to pressure-test your readiness. 

• Will adapting your brand for new audiences dilute your story at home? 
• Can your margins absorb the added costs of cross-border fulfillment and distribution? 
• Are consumers in your target market ready to understand your product? 
• Do you have the organizational capacity to manage added complexity without sacrificing momentum in your home market? 

Why marketplaces lower the barrier to entry

Online marketplaces have become the preferred on-ramp for global commerce. In 2022, marketplace sales totaled $1.9 trillion and accounted for 58% of all e-commerce sales worldwide. Their built-in trust, scale, and network effects make it easier for brands to reach new customers and test new markets without the full weight of in-country infrastructure.

Tips for marketplace success

Succeeding on a marketplace takes more than listing products. You need a shared vision across your organization, a seamless omnichannel experience for buyers, and the right team, technology, and partner ecosystem in place. One area that deserves particular attention: tax. Applying the correct tax rates, tracking mixed reporting responsibilities for third-party sellers, and maintaining compliant invoices are critical obligations. Getting them wrong carries significant risk. Vertex helps marketplaces manage these global tax complexities at scale.

Where growth is happening

The eBook maps out today's most promising global growth hot spots. Latin America has posted the strongest regional e-commerce growth since 2019 (a 32% jump) with an 11% projected CAGR through 2027. India's expanding middle class is generating strong demand. China remains a major market despite requiring nuanced, multi-strategy approaches. And markets in North Africa are just beginning to modernize their retail infrastructure.

The next billion digital-native consumers

More than one billion Gen Z and Gen Alpha consumers (aged six to 26) are clustered across eight countries in Africa and the Asia-Pacific region. These digital-first shoppers use social media to discover and buy products, prefer online payment methods, and expect convenient delivery and easy returns. Most multinationals are not yet set up to serve them. Understanding their behaviors now puts you ahead of the curve.