Selling to Europe: The Complete Guide

Europe isn't one market—it's 27+ markets with different languages, regulations, and buying behaviors. Here's how to approach expansion without burning cash on failed experiments.

Where to Start

UK (if pre-Brexit relationships exist), Germany (largest economy), Netherlands (English-friendly, business-oriented), or Nordics (high adoption of SaaS). Don't try to boil the ocean.

Localization Reality

Germans buy in German. French buy in French. "English-first" works for developers and startups, not enterprise or SMB. Budget for proper localization, not just translation.

Payment Differences

SEPA direct debit is common. Invoice-based payment expected in enterprise. Credit card penetration varies wildly by country. Adapt your payment stack.

Regulatory Overhead

GDPR is table stakes. VAT compliance is complex. Some industries have country-specific regulations. Budget for legal review before you launch.