Market Picker Test
“Everyone sells to the US, so we will too” is an expensive sentence. The right market isn't the biggest one — it's the one your product, your paperwork, your logistics and your team can actually carry this year.
Product
Which category is your product in?
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How it's calculated
Ten questions distribute points across four markets — the US, EU, UK and Gulf — along three axes: product and compliance (category, certification), logistics (weight, speed, returns) and resources and rules (language, capital, readiness to register for tax).
The weights reflect constraints we keep meeting in practice: over 2 kg scores zero for the US, freight eats the margin; holding CE lifts the EU and UK, because the document you already have works there; cosmetics and food score low everywhere, because every market adds approvals.
The result ranks all four with both why it fits and what to watch. If the top two are within two points, the tool says so — the decision then rests on capacity, not score.
What people most often forget
- Start with one market. Opening two splits stock, attention and budget, and you learn nothing about either.
- The EU is not one market. One customs union, but language, VAT registration and consumer rules are per country. “We launched in Europe” usually means “we launched in Germany”.
- Paperwork precedes market choice. For an uncertified product, the best market is the one where certification is easiest, not the one with the most demand.
- Transit time is a marketing decision. Ten-day delivery next to a three-day competitor halves conversion even with a better product.
- Tax registration is a curve, not a cliff. Many markets exempt you below a threshold and expect back-dated compliance once you pass it. Learn it before you grow.
Scope, sources and freshness
This is a starting point, not market research. The weights come from running our own brands and client projects in these markets; no live data is pulled and no competitive analysis is performed. Tax registration, product conformity and customs obligations vary by country and product and change with the law — take the final decision with your customs and tax advisers. Your answers stay in the browser.
Sources last reviewed: 16 August 2026
Frequently asked
Which country should I export to?
It depends on your product, your documents, your parcel weight and your language capacity. Run the test — the four markets rank against exactly those criteria.
Why doesn't the US always come first?
Because the biggest market isn't the best fit for everyone. Heavy products, speed expectations, low price points and small budgets all count against it, while proximity is a real advantage for the EU and the Gulf.
Can I open several markets at once?
Technically yes, in practice we advise against it. Each market means separate content, pricing, compliance and support. Make one profitable and predictable first.
What if I have no certification?
First establish what your product actually requires. For an uncertified product the right market is the one where certification is fastest and cheapest; volume comes second.
If your product is ready, let's talk about the rest.
A free 30-minute call about your market, your product and the first 90 days. No pitch — just a clear roadmap.