How I Expanded to 7 Amazon Marketplaces — Lessons From Going International

Real Experience, Not Theory

This is not a hypothetical case study or something I read in a marketing blog. This comes from 7+ years of running my own ecommerce brand across Amazon, Etsy, eBay, TikTok Shop and Shopify, spending my own money and learning from my own mistakes.

The Background

Real experience expanding an ecommerce brand from Amazon UK to US, Canada, Germany, France, Italy and Spain. What worked, what did not, and what I would do differently.

When I started this journey, I was making plenty of mistakes that cost real money. But each mistake was a lesson, and those lessons compound over time into genuine expertise that no course or certification can replace.

What Actually Happened

The reality of growing an ecommerce business is messier than the success stories suggest. There were months where everything clicked and revenue grew effortlessly, and months where algorithm changes, supply chain issues or increased competition made me question everything.

The strategies that worked were almost always the boring ones: consistent listing optimisation, disciplined PPC management, proper inventory planning and relentless focus on customer experience. The flashy tactics — viral content, aggressive discounting, gaming the algorithm — either did not work or created short-term spikes followed by crashes.

Key Lessons Learned

First, diversification is not optional — it is essential. Relying on a single platform is a business risk, not a strategy. Amazon can suspend your listing, Etsy can change their algorithm, any platform can raise fees. Selling across multiple channels protects your revenue.

Second, profitability matters more than revenue. I have seen sellers doing £50k per month who take home less than sellers doing £10k per month because their costs, fees and advertising eat everything. Focus on margin, not just top-line numbers.

Third, systems and processes matter. When you are selling on one platform, you can manage things in your head. Across five platforms and multiple countries, you need proper inventory management, order processing workflows and financial tracking. Building these systems early saves enormous pain later.

What I Would Do Differently

I would have diversified across platforms sooner. I would have invested in my own website (Shopify) earlier to build direct customer relationships. And I would have tracked my true profitability from day one instead of celebrating revenue numbers that looked great but hid thin margins.

Applying These Lessons to Your Business

Every ecommerce business is different, but the underlying principles are universal. If you want help applying these lessons to your specific situation — whether you are looking to expand to new platforms, improve profitability or simply figure out what to do next — I offer personalised strategy sessions based on real experience. Get in touch to discuss your business.