Module 15

International expansion

7 lessons, 17 stepsOne instruction at a time, each with the result to expect. Tick steps as you go; Helix remembers.

Outcome: a careful, profitable way to start selling in new countries.

In plain words

Stage: Grow (keep more of every sale, then scale). Every lesson below is tagged with its stage; see Attract, Convert, Grow.

What it is: A careful way to start selling in other countries.

Why it matters: New countries can add growth, but only if shipping, prices and ads make sense there.

Do this:

Start with the country that already buys from you most.

Set local prices and clear shipping costs.

Test small ad budgets before you go big.

Words to know:

Conversion rate: Out of every 100 visits, how many end in an order. 2% means 2 orders per 100 visits.

CPA: Cost per acquisition: how much ad money it took to get one sale.

All words are explained in the glossary.

Lesson 15.1: Is there demand?Grow

Why this matters

Expanding to a country with no demand burns cash on shipping, ads and setup. A quick check of your own data shows where people already want what you sell.

0 of 4 steps done

Step 1 of 4

In Shopify Analytics > Reports > Sales by billing country and Sessions by country, list your top 5 countries outside home for the last 12 months.

Expected result

You have a ranked list of countries with orders and visits.

Lesson 15.2: Recalculate unit economics per countryGrow

Why this matters

Unit economics means what each order earns after its costs, and those costs change in a new country. Shipping, duties, taxes and the exchange rate can turn a profitable product into a loss.

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Step 1 of 2

Work out landed cost for the new country: product cost plus shipping there, import duties, taxes and exchange rate effects.

Expected result

You have a per-order cost for the new country.

Lesson 15.3: PricingGrow

Why this matters

Local prices in local currency, rounded to normal price points, sell better than converted prices. Deciding who pays duties up front avoids angry customers at the door.

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Step 1 of 2

In Shopify Settings > Markets > [country] > Products and pricing, set local prices in local currency, rounded to normal price points (for example 49 euros, not 47.83).

Expected result

Shoppers in that country see clean local prices.

Lesson 15.4: Product and promotionGrow

Why this matters

What sells at home may need tweaks abroad. Five changes cover most of it.

0 of 3 steps done

Step 1 of 3

Convert sizing for the country (for example US versus European sizes) on size charts.

Expected result

Size charts show local sizes.

Lesson 15.5: Shipping options and logisticsGrow

Why this matters

How you ship overseas decides delivery time, cost and returns. There are three main options, each suiting a different stage.

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Step 1 of 2

Compare the three shipping options in the table below for your first country.

Expected result

You have chosen ship from home, a local 3PL or direct from factory.

Good to know

Option	When to use it
Ship from home	While testing, and while orders are few
A local 3PL (a warehouse in that country that packs and ships for you)	Once demand is proven. Delivery is faster and returns are easier.
Shipping direct from the factory	Can be cheaper for some products. Check delivery times and quality.

Lesson 15.6: One store or an expansion store?Grow

Why this matters

One store with multi-market settings is simpler and is where to start. A separate store only makes sense when products, prices, content or apps need to be very different.

0 of 2 steps done

Step 1 of 2

Set up the new country in Shopify Settings > Markets on your existing store.

Expected result

The country is live as a market on your main store.

Lesson 15.7: Reporting and campaignsGrow

Why this matters

Each country needs its own report and, once spend allows, its own campaign. Otherwise one strong country hides a weak one.

0 of 2 steps done

Step 1 of 2

Build a report showing MER by country (ad spend divided by sales for each country).

Expected result

You can see which countries are profitable.

Self-check

Where should you expand first?
Why work out your costs again for each country?

Answers

The country that already buys from you.
Shipping, duties, taxes and exchange rates change your margins.

Words to know in this module

Conversion rate: Out of every 100 visits, how many end in an order. 2% means 2 orders per 100 visits.
CPA: Cost per acquisition: how much ad money it took to get one sale.
Session: One visit to your store. One person can make several visits.
Duties: Taxes charged by a country on goods coming in from overseas.
Landed cost: What one unit really costs once it reaches your warehouse: product, freight, duties and fees.
Product cost: What one item costs you to make or buy, including freight to your warehouse.
Break-even ROAS: The ROAS where an order makes $0 profit after its costs. Below it, ads lose money.
ROAS: Return on ad spend: how many dollars of sales you get for each $1 of ads. ROAS 3 means $3 of sales for $1 of ads.
DDP: Delivered duty paid: you pay the import taxes so the customer pays nothing extra on delivery.
3PL: Third-party logistics: a warehouse company that stores your stock and packs and ships your orders.
Campaign: The top level in an ad account. It holds the goal, like getting sales.
MER: All ad spend divided by all sales, as a percentage. MER 25% means $25 of ads for every $100 of sales.

All words to know