Forecasting demand for a new country means estimating how much revenue it will produce before you commit to it — and doing it with inputs that reflect cross-border behavior rather than domestic. That distinction is where most forecasts break. Conversion, average order value ...

Market selection is one of the least data-driven decisions cross-border brands make — and one of the most expensive to get wrong. Spending demand-generation budget in a market where your product has no real pull is the most common way international expansion stalls. The brands ...