What actually determines whether a market is ready for e-commerce expansion

Evidence of demand — search volume, social interest, existing informal cross-border orders — is often treated as sufficient justification for entering a new market, but it says nothing about whether the operational infrastructure exists to convert that demand profitably.

Payment method availability varies significantly by market; a market with strong demand but poor support for its dominant local payment method can convert far below expectations even with well-targeted acquisition.

Logistics and returns infrastructure — realistic delivery timelines, duty and tax handling, a workable returns process — need verification before acquisition spend begins, because a checkout that converts well but delivers badly damages the brand's reputation in that market before it's had a chance to build one.