Expanding Globally: Mistakes To Avoid And Keys To Success — Sharoon Thomas | How To Start Global Sales Easily, Why DTC Brands Struggle To Scale, Why You Need Local Entities, Why Market Testing Saves You Money, How A Phased Rollout Avoids Failure (#392)

This episode explores the challenges and strategies for e-commerce brands expanding into new markets. Against the backdrop of the ease of initial market entry, the discussion highlights the complexities that arise during scaling, particularly concerning returns management and tax/duty refunds in different countries. More significantly, the conversation pivots to the role of systems and operations, emphasizing the point where spreadsheets become inadequate for managing increasing complexity. For instance, the guest cites the need for a local entity when expanding beyond easily accessible markets like Canada, and the importance of determining market viability before significant investment. The discussion then delves into the benefits of Enterprise Resource Planning (ERP) systems in streamlining operations across multiple warehouses, sales channels, and global entities. Finally, the guest shares insights into their company's onboarding process, which leverages AI to help brands migrate from legacy systems, and emphasizes a phased approach to implementation to avoid overwhelming businesses. This highlights the growing importance of robust, scalable systems for e-commerce businesses aiming for significant growth.