Key challenges in entering foreign markets – what to pay attention to?

1. Understanding local market dynamics

A critical aspect of cross-border expansion is understanding local consumer behavior, business regulations, and economic conditions. Even within the EU, differences in customer needs, spending habits, and cultural preferences influence market success. Failing to align with local expectations can lead to difficulties in brand positioning, marketing effectiveness, and sales performance.

For instance, while Poland and Slovakia share a similar economic environment, cross-border customers in these markets may have different delivery preferences, payment options, and brand expectations. Successfully entering a new market requires a deep focus on market research, customer opinions, and competitive positioning.

How to gain market insights?

• Businesses can access valuable market knowledge through:
• Local customer surveys – Gathering opinions to understand consumer expectations.
• Industry reports & trade data – Researching trends from international suppliers and market analysts.
• Competitor analysis – Studying how established cross-border businesses position themselves.
• Government and trade organizations – Consulting sources like Trade.gov.pl to understand regulations and business security measures.

Example: companies expanding into Central Europe can rely on Alsendo’s technology solutions to ship smoothly, ensuring seamless cross-border fulfillment while keeping delivery operations secure and transparent.

2. Developing a market-specific strategy

A cross-border expansion strategy must be tailored to the specific country, considering local business culture, legal requirements, and consumer expectations. A strategy that works well in one market may be ineffective in another due to differences in competition, capital requirements, and customer behavior.

Key considerations when expanding abroad:

• Market accessibility – how easy is it to enter the market and proceed with business registration?
• Customer decision-making factors – what influences buyers in this region?
• Marketing channels – what platforms are best for advertising and customer engagement?
• Regulatory compliance – are there restricted product categories or legal barriers that may impact sales?

Example: businesses entering Germany may need to focus on sustainable practices, as cross-border customers in this market prioritize eco-friendly products and ethical sourcing. In contrast, markets like the Czech Republic are often price-sensitive, requiring a cost-effective pricing model to attract buyers.

3. Adapting the product offering to local demand

When expanding internationally, businesses must ensure their product or service aligns with local customer needs. Cross-border customers may have different expectations regarding pricing, quality, and product functionality.

How to adapt your offer for new markets?

• Analyze local purchasing power – some countries hold premium products in high regard, while others prefer cost-effective alternatives.
• Study competitor offerings – what are other businesses providing, and how can your company create a unique value proposition?
• Assess market demand trends – ensure your products align with consumer expectations in that specific market.
• Adjust branding and messaging – tailor marketing efforts based on cultural preferences and customer feedback.

Example: in high-income countries like Switzerland, businesses can invest in premium branding, while in price-sensitive regions, companies may need to offer discounts and cost-saving options to hold a competitive edge.

4. Building strong local partnerships

Expanding into new markets without trusted business connections can present logistical, regulatory, and operational challenges. International suppliers, distributors, and marketing agencies are crucial in helping companies proceed with expansion more efficiently.

Why Local Partnerships Matter:

• Legal advisors – ensuring compliance with international business regulations.
• Marketing agencies – adapting campaigns for local customer engagement.
• Cross-border logistics partners – optimizing shipping, customs clearance, and delivery efficiency.

5. Optimizing cross-border logistics and delivery operations

One of the biggest challenges in international expansion is logistics management. Cross-border shipping costs, regulations, and operational security all affect a company’s ability to deliver products efficiently.

Key Considerations for International Logistics:

• Shipping cost optimization – Working with trusted logistics providers to minimize cross-border shipping expenses.
• Order tracking & customer transparency – Providing customers with real-time updates to improve satisfaction.
• Delivery speed & reliability – Ensuring timely shipments to maintain customer trust.

Example: Alsendo’s Innoship software helps businesses automate shipping processes, reducing manual work while ensuring delivery efficiency across borders.

How to succeed in cross-border expansion?

Successfully expanding into international markets requires a combination of strategic planning, market intelligence, and strong logistics solutions. Companies that invest in research, establish business connections, and optimize cross-border operations can build a scalable model for sustainable growth.

By leveraging Alsendo’s platform, automated fulfillment solutions, and multi-carrier integrations, businesses can:

• Reduce cross-border shipping costs and delivery times.
• Ensure seamless logistics and transparent customer service.
• Expand efficiently into multiple countries without operational bottlenecks.

With the right strategy, resources, and partners, businesses can successfully create a competitive presence in new markets while maximizing profitability and efficiency.

Adam Zając
Cross-border Director

At Alsendo, he is responsible for the development of international services, building partnerships, and managing sales. He has been active in the e-commerce and CEP industries since 2014, specializing in urban logistics (same-day delivery) as well as domestic and international transport. He gained key experience in cross-border e-commerce at Packeta, where he worked with both small online stores beginning their international expansion and the largest Polish and German e-commerce brands. This experience taught him the importance of proper preparation and a well-defined growth strategy already at the planning stage — to avoid costly mistakes.