Establishing itself internationally is a major growth lever, but poorly controlled expansion can quickly become a financial abyss. Between logistical costs, cultural barriers and adaptation of the offer, it is essential to adopt a strategic and progressive approach to maximize its chances of success while controlling its budget.
Test a market before investing in massively
One of the most frequent errors of companies that seek to internationalize is to want to set up too quickly, without having taken the time to validate the target market interest. However, an accelerated expansion can result in high costs and low profitability. Before initiating significant expenses, it is preferable to test demand and assess the reception of the product or service on a given market. Market places like Amazon, Etsy or Alibaba are channels concerned to probe a foreign market without major investment. French Slip, for example, used these platforms to assess its international growth potential before opening physical outlets or recruiting locally. This approach makes it possible to observe purchase behavior and analyze consumer preferences without initiating excessive resources.
Geolocated advertising campaigns on Facebook ADS or Google ADS are also an effective way to test the interest of a market. By targeting specific audiences in a given country, a company can measure engagement and conversion rates. If the results are encouraging, it can then refine its offer and gradually invest in a more structured presence.
Rely on local partners
Creating a subsidiary or hiring a team on site represents a substantial investment. To reduce costs and minimize risks, it is often preferable to collaborate with local partners who already have expertise on the targeted market. These partners can be distributors, sales agents, franchisees or local companies specializing in supporting foreign brands.
Platforms like Ankorstore facilitate the distribution of products in Europe without requiring clean logistics. By relying on a network of partner retailers, a brand can thus enter a new market without having to directly manage logistics and storage. International incubators and local consultants also offer precious support. Swile, specialized in salaried advantages, used these relays to understand the specific expectations of foreign markets and adjust its strategy before setting up there sustainably.
Sound adapter without reinventing it
Expansion abroad often requires some adjustments to meet cultural expectations and local specificities. However, there is no need to fully transform a product or service, at the risk of diluting the brand’s identity and unnecessarily increases costs. Back Market, leader of the reconditioned, perfectly illustrates this strategy. Rather than modifying its economic model, the company adapts its marketing discourse according to the markets. In Germany, where consumers are particularly sensitive to ecological issues, communication highlights the environmental benefits of the reconditioned. In the United States, where financial savings take precedence, the main argument is based on the discounts offered compared to the new. The main thing is to identify the necessary adjustments without initiating costly overhaul. It may be a question of translating content with finesse, modifying payment options or even adjusting delivery methods according to local habits.
Optimize logistics to reduce costs
Transport and customs costs are often limiting factors in an internationalization strategy. Logistical mismanagement can quickly make a product not competitive due to the additional costs generated. To avoid this, it is essential to optimize your supply chain and choose the solutions best suited to each market. Some brands have opened strategic warehouses in Europe to avoid excessive import taxes and reduce delivery times. This approach makes it possible to offer a better customer experience while optimizing shipping costs. Dropshipping or local production are also interesting alternatives. Produced directly on site allows you to circumvent certain customs barriers and improve the responsiveness of the logistics chain. A clothing brand, for example, can rely on local workshops to avoid import costs and offer compliant delivery times.
Use digital to minimize investments
Opening a physical shop or an office abroad represents a substantial investment. Today, digital tools make it possible to test a market and develop a presence without requiring costly infrastructure. A multilingual e-commerce site, with payment options adapted to local habits, is an essential first step. Shopify and Woocommerce offer flexible solutions to add languages and devices without major technical complexity. Social networks are also a powerful lever to attract an international audience at a lower cost. Respire, a French brand of natural cosmetics, has managed to conquer foreign customers thanks to an Instagram and Tiktok well thought out strategy, generating a demand before even having an optimized site for each country.
Strengthen its brand image to facilitate expansion
A company with a strong and well -defined identity in France will be easier to impose itself abroad. The DNVB (Native Native Verical Brands) like Jimmy Fairly or Balzac Paris were able to develop in Europe thanks to a coherent and differentiating image. Conversely, a company without clear positioning may come up against additional difficulties by trying to seduce a new audience. Before any expansion, it is essential to work your branding and ensure that your message is understandable and attractive beyond borders.
Progressive expansion to limit the risks
Rather than targeting several markets simultaneously, it is often more judicious to adopt a progressive approach. French underwear began by conquering Belgium and Switzerland before expanding its presence to other European countries. This controlled expansion makes it possible to gradually adjust its strategy and limit financial risks. Some markets, such as the United States or Asia, require complex certifications and regulatory adaptations. Rather than tackling it immediately, many companies choose to start with culturally and economically closer countries, such as those of the European Union.
