International expansion is often seen as the natural next step for growing eCommerce businesses. Yet in practice, scaling across markets is far more complex than simply listing products in new countries. Differences in customer expectations, operational challenges, and the need for localization make international growth a strategic discipline, not just a distribution decision.
At Balkan eCommerce Summit 2026, Sebastian Kummle, who leads Strategic Account Services at Amazon across the Rest of Europe, brings a structured perspective on how businesses can approach cross-border expansion. With experience supporting hundreds of sellers in building international operations, he focuses on what truly drives success at scale.
In this interview, we explore the key levers behind international growth, the most common mistakes brands make when entering new markets, and how companies can combine marketplace reach with long-term brand building to expand sustainably across borders.
You will be speaking at Balkan eCommerce Summit 2026. What can attendees expect to learn from your session “Unlock International Growth with Amazon”?
At Amazon, we always start with the customer and work backwards. When we talk about international growth, what we really mean is how to serve customers in different countries with the same high standards they expect locally — in terms of selection, competitive pricing, and a convenient delivery experience. Today, independent sellers can reach hundreds of millions of active customers globally across more than 180 countries, and in Europe alone, we see millions of customers engaging with Amazon stores every month. This creates a significant opportunity for businesses of all sizes to expand beyond their home country.
In my session, I’ll focus on three key levers that enable international growth: Selection, Pricing, and Convenience. These are the foundations of customer experience and the areas where sellers can differentiate as they expand. I’ll also share how sellers can leverage Amazon’s infrastructure — from logistics and payments to localized customer trust — to scale step by step across borders. We’ll look at how European SMEs are already succeeding, generating more than €15 billion in export sales annually, and how even smaller brands can build meaningful international businesses over time. Ultimately, the session is about making international expansion more accessible — helping sellers understand not just where to grow, but how to do so in a structured and sustainable way.
For many brands, Amazon is seen as the easiest way to go international. In reality, what are the biggest challenges sellers face when expanding across multiple European markets?
Europe offers a tremendous opportunity, but it’s important to recognize that it is not a single, uniform region. Each country has its own customer expectations, cultural nuances, and purchasing behaviors. One of the most common challenges we see is that sellers underestimate the importance of localization. Different products and categories can perform very differently from one country to another, and what works well in one country may not automatically translate to another. In addition, sellers need to navigate operational complexity — from language and compliance to cross-border logistics and inventory placement. As businesses scale, these challenges can grow quickly. That’s why we’ve invested in solutions like Fulfilment by Amazon and Pan-European FBA, which help simplify cross-border selling and bring products closer to customers. Ultimately, the most successful sellers approach Europe not as a single expansion step, but as a series of local country entries — continuously learning, adapting, and improving based on customer feedback.
You have worked with hundreds of sellers scaling internationally. What differentiates the brands that succeed globally from those that struggle after entering new markets?
The brands that succeed internationally are those that stay deeply focused on the customer and are willing to adapt their approach for each country. They invest time in understanding local demand, identifying gaps, and tailoring their offering to meet those needs.
Customer centricity plays a critical role here — the most successful brands are often those that identify an unmet need or opportunity and move quickly to fill that gap with the right product, pricing, and experience. At the same time, they build scalable operations early on. This includes ensuring consistent availability, competitive pricing, and a reliable delivery experience as they expand across borders. Across Europe, we now see hundreds of thousands of small and medium-sized businesses selling on Amazon, with many of them generating significant export revenues. Together, these businesses account for over €15 billion in annual export sales last year, demonstrating the scale of the opportunity. What differentiates the most successful brands is their long-term mindset — they view international expansion not as a one-time launch, but as an ongoing process of iteration, learning, and continuous improvement.
Many businesses rely heavily on Amazon as a single channel. How should brands balance marketplace growth with building their own direct-to-consumer presence?
We don’t see this as an either-or decision. Many successful brands take a multi-channel approach, where different channels serve different customer needs and play complementary roles. Amazon stores can help brands reach a broad audience quickly, enabling discovery and access to customers at scale. At the same time, direct-to-consumer channels allow brands to build deeper relationships and create more personalized experiences. The key is to think holistically about the customer journey and ensure consistency across all touchpoints. Customers today expect a seamless experience, whether they interact with a brand on an Amazon store, a website, or through other channels. Ultimately, the most effective strategy is one that combines reach with engagement — leveraging the strengths of each channel while staying focused on delivering a great customer experience.
If a mid-sized eCommerce brand from the Balkans wants to expand internationally in the next 12 months, what would be your first three strategic priorities?
I would highlight three strategic priorities. First, Selection — ensure your products are ready for international customers. This includes localizing and internationalizing your listings, making them relevant and compelling across different countries. Sellers can benefit from tools like Fulfilment by Amazon and Pan-European FBA to simplify operations, as well as Amazon’s AI-powered tools to continuously improve listing quality and visibility.
Second, Customer understanding — identify which countries offer the strongest demand for your products and what customers expect in those countries. This includes understanding local preferences, pricing expectations, and competitive dynamics.
Third, Operational readiness and focus — start with a small number of countries, execute well, and expand over time. Ensuring availability, efficient logistics, and a consistent delivery experience is key to building trust with customers.
We’ve seen that even relatively small businesses can scale internationally successfully — but success typically comes from disciplined execution and a long-term perspective.
With the right focus on customers and a step-by-step approach, businesses can successfully expand internationally and build sustainable growth over time.
Meet Sebastian Kummle at Balkan eCommerce Summit 2026
If you want to expand beyond your home market, understand how to scale across Europe, and use Amazon as a structured growth engine, this is a session worth attending.
🎟️ Grab your ticket at balkanecommerce.com and take the next step toward building a truly international eCommerce business.