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Module 20 — International Expansion & Multi-Market Operations
US Market Entry — The 5 Things That Surprise Operators
11 min · text · Advanced
You've decided to expand to the US. You set up Stripe US. You order inventory to ShipBob Florida. You launch Meta ads. Then you discover the 5 things operators from smaller markets don't anticipate: CPM differences (US is 2-3x most other markets), returns culture (10-15% vs 4-7% elsewhere), sales tax friction (Module 9.6 implications), shipping speed expectations (US customers expect 1-3 day delivery), and holiday calendar (BFCM is enormous in US). Today: the realities of US expansion.
Surprise 1: US Meta CPMs are 2-3x most other markets
Non-US Meta CPM benchmarks 2026 (for comparison):
- Most English-speaking markets: