When expansion is underestimated.
New markets are more than a switch you flip.
- Expansion is underestimated as a simple "flip the switch" process
- Differences in taxes, logistics and marketplace rules are recognized too late
- Language and local search terms are only superficially translated instead of localized
- Resources for new markets are missing because the existing business takes priority
- Without a clear sequence, too many markets are tackled at the same time