Skip to content
Login
Your cart

Your cart is empty. Let's fix that!

Search
Insights

The International Expansion Reality Check: What Global-E's 2025 Data Reveals About Choosing the Right Platform

The global ecommerce market is worth $4.8 trillion in 2025 and is projected to nearly double by 2032. But Global-E’s Q2 2025 report shows this growth isn’t uniform. While Southern Europe is exploding (Greece and Spain are both up 20%), Mexico is down 19% and the U.S. has declined 11%. Europe is surging at 11% growth. North America is contracting at 12%.

Global-E and Shopify’s newly released data offers a wake-up call: market conditions shift fast, and your platform needs to keep up. The implication is clear. Success in international expansion depends as much on flexibility and adaptability as it does on product or price.

Where the Growth Actually Is

Europe is accelerating, led by Greece, Spain, and Portugal (19–20% growth). Major markets like the UK, France, and Germany are also in solid double digits. Latin America is on track for 22% growth through 2026, with the Philippines leading globally at 24.1%.

In contrast, North America is in decline. The U.S. is down 11%, Canada down 12%, and Mexico hardest hit at 19%, with inflation and peso depreciation to blame. Some of this may be cyclical. Broader LATAM growth suggests a rebound could follow.

Asia-Pacific is mixed. Japan is recovering with 11% growth, while New Zealand and Taiwan are down sharply. Currency shifts and tariffs are driving consumer behavior. Europe benefited from a strong Euro. Canada and Mexico suffered from depreciation and U.S. trade policy.

Why Platform Selection Has Changed

Choosing a platform is no longer just about features or pricing. Economic volatility, shipping costs (up 193% from China to the U.S. since late 2023), and supply chain delays (still 21% higher than pre-2019) change the game.

A platform that performs well in stable markets may buckle under pressure in volatile ones. You need to factor in:

  • Market risk and opportunity

  • Operational complexity

  • Resource flexibility

  • Pivot speed

Platform adaptability isn’t a bonus. It’s the requirement.

Platform Comparison

Shopify Markets is the easiest entry point. Native to Shopify, it supports currency conversion, multi-language, and global SEO. Best for brands targeting stable, high-growth regions like Europe. Duties and taxes features for Advanced and Plus plans help manage tariff complexity. Brands are responsible for handling changes in regulations and currency shifts.

Shopify Markets Pro adds Global-E’s infrastructure inside Shopify. You get fraud protection, compliance, and more payment options. It’s only for US-based merchants (for now), and costs are higher (6.5% payment processing plus 2.5% currency conversion), but the managed services are valuable for mid-sized brands.

Global-E Direct Integration offers the most robust global commerce support—200+ markets, 100+ currencies, 130+ payment methods, and hands-on guidance. It’s suited for brands with serious international plans and tolerance for ongoing vendor engagement. Volume-based pricing.

Swap Commerce is a newer AI-powered platform with $40M in funding. It targets mid-market Shopify brands and consolidates ecommerce operations. It promises 30% tech stack savings and uses AI to adapt to market volatility. Track record is short but promising.

OpenBorder enables expansion across DTC, Amazon, retail, and social marketplaces. Claims 3–8x sales growth and 30% lower shipping costs. Best for brands leaning into social commerce and omnichannel distribution, especially in high-growth regions.

Zonos focuses on accuracy and compliance. Guarantees landed cost accuracy, automates HS codes, and supports 200+ countries. Priced annually ($3K for 10K SKUs), ideal for high-volume brands where regulatory risk is a major concern.

Strategic Fit by Brand Stage

Mid-Market ($5M–$25M): Use Shopify Markets to test 2–3 high-opportunity markets like the EU. If US-based, Markets Pro offers a hands-off upgrade.

Large ($25M–$125M): Time to scale. Consider Global-E Direct for support, Swap for efficiency, or OpenBorder for multi-channel growth. Prioritize market-specific optimization and currency tools.

Enterprise ($125M+): Full-service platforms required. Global-E Direct or OpenBorder recommended. Dedicated account support and flexibility matter most.

Platform choice must reflect:

  • Revenue stage

  • Target market volatility

  • Operational complexity

Implementation Strategy

Enter European markets first. Global-E data points to strong near-term returns. North America needs more advanced platforms to handle tariff and currency challenges.

International growth isn't a switch. You need:

  • Conversion-optimized experiences per region

  • Monitoring tools for market health and performance

  • Flexible, scalable infrastructure

The biggest mistake? Treating international expansion like a tech setup. It’s a strategic capability.

The Softlimit Advantage

Softlimit helps ecommerce brands navigate global complexity. We’re platform-agnostic, which means we recommend based on what your business needs, not what we’re selling.

We’ve helped clients level up from entry-level setups to advanced platforms to seize new growth. That includes:

  • Market opportunity analysis

  • Platform selection

  • Implementation

  • Ongoing optimization

Our edge: real-world experience across industries, platforms, and economic cycles.

Action Plan

Mid-Market Brands: Start with a focused market analysis. Test in 2–3 regions using Shopify Markets.

Large Brands: Upgrade to scalable platforms with built-in compliance and performance tools.

Enterprise: Reevaluate platform against current complexity and market footprint.

International expansion is a growth lever, if done right. Choose the wrong platform or treat it like a feature checklist and it becomes a liability. The Global-E data makes it clear: the winners will be the brands that treat platform selection as a strategic decision, not a procurement task.