From bricks to clicks

While many retail expansion efforts have traditionally focused on new brick-and-mortar store openings, eCommerce provides a lower risk, faster avenue to enter, test, and penetrate international markets. An eCommerce expansion strategy is not a one-size-fits-all solution however, as retail globalization tactics may differ based on market attractiveness, target customer segments, and risk appetite.

Although there are several eCommerce entry methods, they each come with varying degrees of brand, financial, and operational risks. But if executed properly, this consumer-focused entry strategy can be highly effective at differentiating brands, building customer loyalty, and positively impacting revenue.​