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Decision guides for choosing an operating model, plus every guide, podcast episode, case study and partnership announcement we have published.

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Market-entry model

Merchant of Record vs Local Entity

When should a brand use an MoR, and when does building a local company make more sense?

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Customer results

Customer Stories

See how Nextbase, Meroda and OMRON used the infrastructure in very different expansion scenarios.

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Library

Guides, podcast episodes and news from ExpandNow.

Everything we have published, organized by type.

Guides and insights 17

  1. Aug 2026What brands need to sell on TikTok Shop in each marketThe seller, tax and compliance requirements behind each TikTok Shop market, and how to meet them through one partner.
  2. Jul 2026The TikTok Shop Germany playbookStrategy, growth levers and common pitfalls for one of Europe’s fastest-growing channels.
  3. Jun 2026TikTok Shop’s eight new European marketsHow to launch across up to 15 European markets through one partner, without local entities.
  4. Jun 2026Why brands fail on TikTok Shop, and what the winners do differentlyBen Muir of Unsociable on the product and affiliate strategy that separates fast-growing brands from the rest.
  5. Apr 2026International payments and product compliance for UK and EU brandsVAT, payments compliance and responsible-person requirements to settle before they become costly.
  6. Mar 2026TikTok Shop trends converting in 2026Creator-led commerce, authentic content and the infrastructure behind brands that scale.
  7. Mar 2026Scaling TikTok Shop internationally: 11 questions brands ask usAnswers to the questions that come up when a TikTok Shop launch moves to its second, third or fourth market.
  8. Nov 2025Building a global payment stack for DTC brandsTax, fraud, marketplaces and the decisions that let payment infrastructure scale across markets.
  9. Oct 2025Six insights on expanding ecommerce internationallyWebinar takeaways on Merchant of Record, platform selection and market strategy.
  10. Oct 2025Merchant of Record for ecommerce: the complete guideWhat a Merchant of Record does, and when to choose one over traditional payment processing.
  11. Jun 2025Winning on TikTok Shop UK: five takeawaysSpeed to market, content, fulfillment and creator strategy from our TikTok Shop UK webinar.
  12. Jan 2025The future of TikTok Shop in the USWhat the regulatory debate means for brands selling, or planning to sell, in the US.
  13. Dec 2024Foreword by Andy Carrane, Chief Product OfficerOn the operational challenges of global ecommerce and what it takes for brands to thrive across borders.
  14. Apr 2024What is DTC ecommerce, and what are the benefits?An introduction to the direct-to-consumer model and how brands take advantage of it.
  15. Mar 2024Strategies for global ecommerce expansionPractical strategies for entering international markets and growing sustainably.
  16. Feb 2024The role of a Merchant of RecordHow a Merchant of Record handles tax, compliance and payments so a brand can focus on growth.
  17. Jan 2024Glocalization: adapting global strategy to local marketsWhy localizing a global strategy improves customer engagement and international results.

Ecom Unlock podcast 4

  1. Oct 2026Ep. 4: TikTok Shop affiliates and sampling, and what the numbers actually look likeBora Mutluoğlu, President & Co-Founder of Reacher, on creator outreach, how many samples to send and what breaks when an affiliate program scales.
  2. Jul 2026Ep. 3: Merchant of Record explained, and why TikTok Shop requires oneSeán Griffin, Head of Global Sales at ExpandNow, on local entities, vetting a Merchant of Record and the cost of doing it yourself.
  3. Jul 2026Ep. 2: Inside TikTok Shop GermanyMax Burianek, Head of TikTok Shop Germany, on what is working, the mistakes brands make and how top sellers scale.
  4. Jun 2026Ep. 1: Why most brands fail on TikTok ShopBen Muir, CEO of Unsociable, on what it takes to win, the missteps that trip brands up and how top sellers scale.

Case studies 4

  1. Jun 2026OMRON: restoring B2B operations after a provider shutdownA professional sales channel back in operation, with B2B tools and transparent reporting.
  2. Mar 2026Meroda: from zero to £500K on TikTok Shop UKA TikTok Shop UK launch with no UK entity, reaching £500K GMV in the first 100 days.
  3. May 2025Nextbase: accelerating EU growthDirect-to-consumer across Europe within a week, keeping the existing BigCommerce store.
  4. Jan 20253stepIT: streamlining IT device salesHow 3stepIT moved IT device sales onto a secure, compliant ecommerce platform with a localized experience for employees.

Partnership announcements 10

  1. Feb 2026WooCommerce integration brings ExpandNow to WordPress stores
  2. Feb 2026Z MEDIA partnership: TikTok Shop growth for UK brands
  3. Jul 2025Synesthesia partnership: global growth for fashion and lifestyle brands
  4. Jul 2025Avasam partnership: scalable growth on TikTok Shop UK
  5. Jun 2025Adyen alliance: payments for global ecommerce expansion
  6. Jun 2025Shopware partnership: simpler global expansion for merchants
  7. Jun 2025Complizon partnership: international compliance for ecommerce brands
  8. May 2025Market Rocket partnership: winning on TikTok Shop UK
  9. Apr 20253stepIT partnership: circular IT services
  10. Jan 2025Unsociable partnership: simple, scalable TikTok Shop selling
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