Ever dreamed of seeing your brand name on a billboard in Tokyo, a storefront in Berlin, or a smartphone in São Paulo? You’re not alone. Expanding internationally is a massive opportunity—but it’s also where many businesses stumble. Before you book your flight or translate your website, let’s talk strategy. Real strategy.

Going Global: How to Take Your Business International

Expanding into international markets is no longer just the realm of corporate giants. Thanks to technology, digital platforms, and global shipping, even small businesses can dream big. But going global isn’t just about translating your website or accepting payments in euros. It’s about navigating new cultures, regulations, competition, and logistics—with precision.

In this post, we’ll explore how businesses—big and small, from both the U.S. and abroad—have successfully gone global. We’ll walk through the steps to get you there too, without falling into common traps.

Step 1: Know Your “Why” Before You Cross Borders

Before you pack your bags, be clear about your reasons for going global.

IKEA didn’t expand globally just to grow revenue. Its mission—to create a better everyday life for many—was scalable globally. When IKEA entered the Chinese market in 1998, they adapted store layouts, product sizes, and pricing to suit Chinese customers. The “why” aligned with opportunity.

Ask yourself:

• Are you reaching saturation at home?
• Are customers abroad already showing interest?
• Do you have a competitive edge internationally?

Step 2: Choose Your Target Market Carefully

Not all markets are created equal. Just because you want to sell in Europe doesn’t mean you can treat all European countries the same.

Uber aggressively entered multiple markets, but faced severe regulatory pushback in places like Germany, where taxi unions and government regulators cracked down. Meanwhile, it found more success in India and Latin America—until competition from local players like Ola and Didi made things complicated.

How to Choose Wisely:

• Use tools like Google Trends and Statista for market research.
• Study competitors (local and international).
• Consider language, culture, purchasing power, and regulatory environment.

Step 3: Understand Local Culture and Consumer Behavior

Culture affects everything—from how people shop to what they value.

Tesco entered the U.S. with a grocery chain called Fresh & Easy—but failed miserably. Why? They didn’t understand American shopping habits. U.S. consumers preferred larger quantities and traditional grocery layouts. Tesco lost nearly $1.8 billion before pulling out.

Pro Tip: Hire local cultural consultants or researchers. Even small businesses benefit from understanding how humor, colors, packaging, and customer service expectations vary around the world.

Step 4: Localize, Don’t Just Translate

Localization goes far beyond language. It’s about creating an experience that feels native.

When Airbnb expanded into Asia, they didn’t just translate the app. They integrated local payment options like Alipay in China and KakaoPay in Korea, and they featured culturally relevant imagery and messaging. Their success was rooted in feeling local.

Checklist for Localization:

• Website and app translations (professionally done).
• Currency conversion and local payment methods.
• Localized marketing and customer support.
• Local domain (e.g., .co.uk, .in, .com.br).

Step 5: Navigate Legal, Tax, and Regulatory Hurdles

This is the least sexy—but arguably most critical—part of going global.

TikTok’s parent company, ByteDance, faced intense scrutiny in the U.S. over data privacy. To address these concerns, it launched “Project Texas” to separate U.S. user data and operations. Meanwhile, in India, TikTok was banned outright due to geopolitical tensions.

Your To-Do List:

• Check import/export laws, business registration, and foreign ownership restrictions.
• Understand tax implications—both local and international.
• Consult with legal experts familiar with international law.

Step 6: Build the Right Entry Strategy

There’s no one-size-fits-all model for global expansion. Your approach depends on your size, product, and risk tolerance.

Entry Strategy Options:

• Direct Exporting: Sell products via your website or platforms like Amazon Global.
• Licensing/Franchising: Let partners use your brand (e.g., McDonald’s).
• Joint Ventures: Partner with a local company (e.g., Starbucks in China with Alibaba).
• Foreign Subsidiary: Open a new company in the target country.

Spotify enters new markets by launching localized apps and signing region-specific licensing deals. Its expansion into India involved negotiating music rights with local labels and offering a free tier tailored to mobile-first users.

Step 7: Secure the Supply Chain and Fulfillment

Can you get your product to your new customers reliably and cost-effectively?

Zara’s success worldwide is driven by a lightning-fast supply chain. They’ve mastered just-in-time production, own much of their distribution, and respond to trends within days. This logistical edge has been key in markets like South Korea and Mexico.

Tips for SMBs:

• Use third-party logistics (3PL) providers like ShipBob or DHL.
• Look into fulfillment by Amazon (FBA) for ease.
• Test with small shipments before scaling.

Step 8: Tailor Your Marketing and Brand Positioning

Your branding may need to shift—subtly or drastically—depending on cultural context.

In the Middle East, Coca-Cola has run Arabic-language campaigns during Ramadan with messages about unity and breaking fast. It’s not just about pushing soda—it’s about resonating with local values and moments.

What You Can Do:

• Invest in region-specific social media and ad campaigns.
• Work with local influencers.
• Pay attention to holidays, humour, and social norms.

Step 9: Hire and Manage International Talent

You can’t run a global operation with a 100% home-based team forever.

Shopify employs people across multiple continents and time zones. Its remote-first approach post-COVID allowed it to expand support and marketing in new regions quickly and efficiently.

Hiring Tips:

• Use platforms like Deel or Remote.com to hire legally across borders.
• Understand local employment laws.
• Consider cultural training for your core team to manage diverse staff.

Step 10: Start Small, Learn, and Scale

Many successful international businesses began with a small, focused test market before going all in.

Lush began testing stores in Japan before expanding further across Asia. They studied customer preferences, adapted their packaging, and trained local staff to offer the same quirky, ethical customer experience as in the UK.

Smart Move:

Use a pilot program in one country or city. Measure results, gather feedback, and adjust before scaling to multiple markets.

Going Global is Not a Sprint

Going international is a huge milestone. But it’s not just a checklist—it’s a mindset. You need patience, flexibility, and a deep respect for every culture you enter.

Businesses like Zara, Spotify, and Airbnb didn’t conquer the world overnight. They studied, adapted, failed, and tried again.

With the right planning, partners, and perseverance, your business can be the next one crossing borders—not just dreaming about it.