Playbook for taking a US-native brand into UK and SA marketplaces — listing localization, compliance, fulfillment, and pricing strategy codified into a repeatable launch motion.
Every cross-border launch tends to get treated as a one-off project: which market, what to localize, how to handle VAT and compliance, who fulfills, what the landed cost does to pricing. Teams re-answer the same questions from scratch each time, launches slip, and the second market never gets cheaper than the first.
I codified the launch motion I'd run repeatedly — taking products live across US, UK, and South African marketplaces — into a sequence a team can execute without me in the room. Market selection criteria first, then a localization pass that goes beyond translation (search terms, sizing conventions, imagery norms), then compliance and fulfillment routing decided before a single listing goes live, with pricing built from landed cost up rather than home-market price across.
A 90-day launch plan that sequences market selection, localization, compliance, fulfillment, and pricing — each gate with explicit owners and exit criteria
Listing localization checklists that cover search behavior, units and sizing, imagery, and claims rules per market — not just translated copy
A landed-cost pricing model that accounts for freight, duties, VAT, marketplace fees, and FX before setting market pricing
A compliance and fulfillment decision matrix: what each market requires, and when to use FBA, 3PL, or local stock
Launching a new market became a checklist instead of a bespoke project. The same motion has carried products into three markets across three continents, and each pass through it gets faster because the playbook absorbs what the last launch learned.
I take on a small number of builds like this each year — agentic systems and tooling for marketplace teams.
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