In this episode of The eCom Growth Show, Danan Coleman talks with Drew Cooper, Head of Sales at Expandly, about what brands often misunderstand when they think they’re “selling internationally.” Drew breaks down the real difference between shipping cross-border and actually expanding into the UK and Europe, while unpacking the operational realities that make or break global growth.
Meet Drew: The Operator Behind International Expansion
Drew Cooper is Head of Sales at Expandly, where he helps eCommerce brands expand into the UK, Europe, and the US. With a background spanning eCommerce, funding, compliance, VAT, listings management, warehousing, freight, and customs, Drew works closely with brands on the real-world steps required to launch successfully in new markets.
His focus is not just on getting products listed, but on helping brands build the infrastructure needed to trade profitably and sustainably across borders.
Selling Internationally Isn’t the Same as Expanding Internationally
A lot of brands assume they’ve already gone global because they allow international shipping or turn on Amazon’s cross-border options. Drew makes it clear: that’s not the same as true expansion.
- Shipping internationally can help test demand.
- It usually does not create the sales velocity needed for long-term growth.
- Customers expect faster delivery, easier returns, and a local buying experience.
- Real expansion means putting stock in-region and serving the market domestically.
Big Distinction: Cross-border selling may validate interest, but in-region inventory is what unlocks scale.
Why Localization Matters More Than Most Brands Expect
One of the biggest mistakes brands make is assuming a winning domestic listing will work overseas with only minor edits. Drew explains that localisation goes far beyond translation.
- Customers in each market search differently.
- Terminology changes from country to country, even when the language seems similar.
- Images, brand presentation, and cultural context all affect conversion.
- Native-language localization is far more effective than relying on direct AI or machine translation.
A product page that feels natural in the US can feel awkward, irrelevant, or untrustworthy in Germany, France, or Italy if it is not adapted properly.
Key Insight: Translating words is not enough. Brands need to translate relevance.
When Cross-Border Shipping Stops Being the Best Model
According to Drew, the shift happens when a brand starts seeing real signs of demand but is running into the limits of shipping from its home country..
- Delivery times are too slow.
- Returns become painful and expensive.
- Margins are squeezed by international fulfilment.
- The opportunity is clearly there, but the customer experience is lagging behind.
That is the point where brands should start seriously considering local inventory, local fulfillment, and a proper regional setup.
Smart Move: Use cross-border selling to test the waters, but do not mistake it for a scalable long-term strategy.
What Size Brand Is Usually Ready to Expand?
Drew points to a practical benchmark: many of the most successful US brands entering the UK are doing around $5 million+ in revenue before making the leap.
That said, revenue alone is not the whole story.
- Brands need enough cash to support inventory, logistics, and setup costs.
- They need internal resource to manage the expansion process.
- They need operational maturity to replenish stock and handle added complexity.
- They need the commitment to treat expansion like launching a new business.
Reality Check: Expanding into Europe is not a side project. It needs money, people, and attention.
Why the UK Is Usually the Best First Step
For US brands, Drew sees the UK as the most logical starting point.
- The language barrier is lower.
- Consumer preferences are often easier to understand.
- It offers a cleaner test market before going broader into Europe.
- It can serve as a launchpad for wider regional strategy.
If a brand is planning to take Europe seriously from the start, Drew suggests thinking beyond the UK alone and considering key markets like Germany and, depending on the product, France or the Netherlands.
Opportunity Lens: The UK may be the easiest entry point, but a real European strategy requires market-by-market thinking.
The Biggest Mistakes Brands Make in the UK and Europe
Drew highlights several recurring mistakes that slow brands down or create unnecessary cost.
- Skipping proper feasibility research before entering the market.
- Getting the wrong VAT setup and registering in more countries than necessary.
- Underestimating country-specific product compliance requirements.
- Assuming existing labels and packaging will automatically work in Europe.
- Entering marketplaces before the operational foundation is ready.
He also stresses that not every piece of advice is bad, it is often just mismatched to the brand’s actual model.
Critical Lesson: The right setup depends on how your business plans to sell, store, and distribute, not on a generic checklist.
VAT, Compliance, and Customs Are Boring: But They Decide Everything
Some of the least exciting parts of international expansion are also the most important.
- VAT registrations can become expensive if brands overcomplicate the setup.
- Filing requirements multiply when too many registrations are opened unnecessarily.
- Product packaging and labeling often need country-specific updates.
- A compliance miss can create headaches with customs, regulators, or Amazon itself.
Drew’s advice is simple: get expert guidance early, and make sure your compliance path actually fits your business model.
Takeaway: Compliance is not the glamorous part of growth, but it protects margin, speed, and sanity.
Customer Experience Changes Fast When You Fulfil Locally
Moving inventory into-region changes more than just shipping times. It changes how customers experience the brand.
- Faster delivery increases trust and conversion.
- Local returns reduce friction for both the buyer and the brand.
- Regional stock creates a more competitive offer in fast-moving ecommerce categories.
- A truly localised presence strengthens the brand story in-market.
As consumer expectations keep rising, brands that fulfil internationally from afar may increasingly struggle to compete on convenience.
Bottom Line: Better operations create a better customer experience, and better customer experience drives growth.
The First Practical Steps Before You Expand
For founders and ecommerce leaders thinking about entering the UK or Europe, Drew recommends starting with a few practical fundamentals.
- Build a clear business plan for the new region.
- Define what success should look like in 12, 24, and 36 months.
- Run a serious feasibility study before committing inventory.
- Use tools like Jungle Scout or Helium 10 to assess market demand and competitive conditions.
- Make sure someone inside the business owns the expansion process from start to finish.
That last point matters more than many brands realise. Expansion often starts with excitement, but momentum fades when sales take time to build and domestic priorities take over.
Best Advice: The brands that win internationally are the ones that commit to the process instead of treating it like an experiment they can ignore.
How Expandly Helps Brands Enter Europe
Expandly supports brands with the full pathway into international markets, including:
- VAT and compliance support
- Listings management and localisation
- Warehousing and fulfilment coordination
- Freight and customs support
- Strategic guidance on expansion readiness
Drew also offers a free discovery call to help brands assess whether their product and business model are right for the UK or Europe.
Connect with Drew Cooper
- Website: Expandly
- Email: [email protected]
- LinkedIn: Drew Cooper
- Instagram: andycooper9
- Facebook: Expandly
Final Thoughts
International expansion can absolutely unlock new growth, but it only works when brands respect the operational reality behind it. Faster shipping, local fulfilment, proper VAT strategy, compliant packaging, and market-specific localisation all matter far more than simply making a product available overseas.
Drew’s perspective is a timely reminder that global growth is not about flipping a switch. It is about building the right foundation so a brand can enter a new market with confidence and stay there profitably.
Catch more conversations on The eCom Growth Show, where real operators share the practical moves that help eCommerce brands scale smarter.