Thirty countries that are not one market. For US and East Asian companies choosing where to start and how to sell.
The one where you already have customers or leads. If you have none, use this as a guide.
Choose it if you sell in English and want short first sales cycles.
Read moreThe fastest start: same language and a similar buying culture to the US. It is outside the EU, so the rules you meet there are not the ones you will meet in the Union.
Choose it if you want the largest market inside the EU and can localise fully.
Read moreThorough buyers and longer sales cycles. The product, the contract and the support are expected in German, and questions on data and security come up in the first meeting.
Choose it if you are ready for a large market where language and local presence matter.
Read moreBuyers expect the product, the contract and the support in French, and evidence that you are committed to the market for the long term.
Choose it if you want an English-friendly base inside the EU.
Read moreBuyers adopt early and widely work in English, which makes it a good test market before the larger EU countries.
Choose it if your buyers adopt early and decide fast.
Read moreEnglish is accepted for B2B and buyers are comfortable buying from foreign vendors. The markets are small, so they work best as a proving ground.
Choose it if you need an English-speaking EU base for your team.
Read moreA common first home for a European operation, with a strong technology sector. The local market itself is small.
Treating Europe as one market. Budget gets spread across five countries and wins none.
Keeping the US message. Big claims read as overselling. Buyers respond to specifics.
Budgeting for US sales speed. More people are involved, and legal and data protection teams review before signature.
Expecting a distributor to carry the sale. In much of Europe, buyers expect to deal with the vendor directly.
Arriving as an unknown brand. Trust is built from zero, with local references and clear answers on data and support.
Translating the product instead of positioning it. Buyers expect local language, local conventions and European data handling.
I do that work for your product in the country you choose: the research, the target customer, the positioning and messaging, the UI and UX localisation review, the pricing, the choice of channels and partners, and the launch plan. I work with local consultants, and I can manage the launch.
I have done this in Europe for my own company, compensIT, which reached scale through a distribution partnership with Experian and was acquired by them in 2025, and at Google, supporting the launch of Google Shopping in more than 20 European markets.
LaunchMost B2B companies need 9 to 18 months to reach repeatable sales in a first European market.
Not always to make first sales. Many companies sell from home at the start and set up locally once there is steady revenue or a first local hire. Take legal and tax advice for your case.
Yes, if it offers its service to people in the EU. For a B2B product it shows up as questions from the buyer's legal and security teams, which you need to be able to answer early.
The UK, Ireland, the Netherlands and the Nordics often accept English for B2B. Germany, France, Italy and Spain usually expect the product, the contract and the support in the local language.
You get the list of who to approach and how. Your team makes the contact and builds the relationship.
In depth: Which European country first? · Why US playbooks fail in Europe · GDPR: what buyers ask
Tell me the product and the country. I'll tell you straight whether I can help.
