From UK-Focused to European Success - Doubling Sales Through Market Expansion

A successful UK brand sought to transform their Amazon presence in August 2022. With 20% of their revenue coming from Amazon, 55% from wholesale, and 25% from their website, the opportunity for marketplace growth was clear. The owner's directive came through with striking clarity: double sales while maintaining profitability.

The European Opportunity

Prior to expansion, the brand maintained a modest but successful presence on Amazon UK. Their advertising approach, while functional, hadn't yet tapped into the vast potential of the European marketplace. The challenge involved not just scaling existing operations, but strategically entering new markets while preserving profitability metrics.

Initial market analysis revealed substantial untapped potential across key European markets, particularly in France and Germany. These markets showed promising indicators for the brand's product category, suggesting room for significant growth with the right approach.

Strategic Market Entry

The expansion strategy centered on proven success formulas from the UK market while adapting to local market nuances.

Market Analysis and Entry Drawing from extensive experience in European marketplaces, initial focus landed on the UK, French, and German markets. Each territory received carefully tailored campaigns based on local consumer behavior patterns, market-specific keyword research, regional seasonal trends, and comprehensive competition analysis.

Campaign Scaling 

With a 20% increase in advertising budget to support new market entry, campaigns underwent careful optimization across all territories. This strategic allocation ensured efficient budget distribution across markets, enabling quick response to regional trends while maintaining balanced growth across territories. Each market received dedicated attention, with performance metrics tailored to local market conditions and consumer behaviors.

Performance Management 

Maintaining profitability during expansion required precise performance monitoring. The implementation of territory-specific tracking enabled continuous optimization of campaign performance. Real-time visibility into market-specific metrics allowed for rapid adjustments to maintain ROAS targets while capitalizing on emerging opportunities in each region. This dynamic approach ensured efficient resource allocation while maintaining profitability targets.

Measurable Impact

The expansion strategy delivered impressive results across all metrics:

• Successfully doubled overall sales
• Maintained ROAS above 3.0 across all markets
• Achieved profitable growth in new territories

Beyond pure sales metrics, the expansion created a more resilient business model. The brand now enjoys decreased dependency on any single market, creating natural hedges against regional fluctuations. Their strengthened presence across multiple European markets provides stability and consistent growth opportunities.

Future Growth Potential

The successful European expansion has established a proven framework for entering new markets. Looking ahead, the brand is well-positioned for continued expansion into additional European territories, while deepening their presence in existing markets. Their robust multi-market strategy provides a foundation for sustainable growth, with established processes for maintaining profitability during expansion.

This case demonstrates how strategic market expansion, combined with careful performance management, can transform a nationally-focused brand into a successful European player while maintaining strict profitability targets.

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