I Sold in 19 Markets. Here's What Founders Get Wrong About Europe

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After scaling an e-commerce business into 19 European markets, I came to call my approach the country-signal rule.

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I run a luxury ecommerce brand across 19 European markets, from the United Kingdom to Romania. Most of what you read about expanding into Europe is written by founders who picked Germany, France or the UK and called the result European expansion. Reality is messier than that.