For many ecommerce brands, 10% to 20% of revenue from international customers is a practical starting benchmark. The right long term goal depends on where shoppers already show interest, how well those visits convert, and whether pricing and delivery make it easy for them to buy.

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 ...