What causes a successful startup to consider international expansion from their home country? Which target market do they pick first? Is expansion to the US market, with a product and service that varies locally, a realistic possibility? Emily Ewell, the co-founder and CEO of Pantys, is well-travelled and world-wise. An

Here are three observations about the state of international expansion, trade, globalization and how they affect ecommerce store owners and online businesses.

Conventional marketing wisdom says you should pick the biggest country for your international expansion. We challenge the method and metric used by many marketers.