Industry Insights

Expert views for US brands looking to enter, understand and grow in the UK market.

Explore practical insights on opportunity, audience, compliance, media, direct mail, fulfilment and delivery — all from specialists who know how the UK works.

1: THE OPPORTUNITY

Why the UK? Why now?

The commercial case for UK market entry — the essential starting point for any US brand weighing the decision.

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Europe is calling, and direct mail is the answer
WHY THE UK? WHY NOW?
Europe is calling, and direct mail is the answer
WHY THE UK? WHY NOW?

Matt Hancock, Co-Founder UKCousin & Managing Director, BBS
Digital growth is getting expensive - and crowded. Smart US brands are turning to Europe, where demand is high and competition is lower. The twist? Direct mail is quietly outperforming digital, landing in homes (not inboxes) and delivering serious returns. The opportunity is there - if you move fast.

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WHY THE UK? WHY NOW?
7 Insights for US brands aiming to scale UK and EU eCommerce markets
WHY THE UK? WHY NOW?
7 Insights for US brands aiming to scale UK and EU eCommerce markets
WHY THE UK? WHY NOW?

Luke Jonas, Co Founder, NEST
The European ecommerce market is growing – with revenue estimated to reach $632 billion in 2023, making it around two-thirds the size of the American market. Unlike the highly competitive US market, Europe’s advertising landscape is both less saturated and less advanced, creating an opportunity for forward-thinking American brands to stand out.

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WHY THE UK? WHY NOW?

2: KNOW YOUR MARKET

Research & Positioning

The analytical and cultural groundwork every brand must lay before committing to a UK strategy.

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Creative Without Borders: Rethinking Marketing for International Audiences
RESEARCH & POSITIONING
Creative Without Borders: Rethinking Marketing for International Audiences
RESEARCH & POSITIONING

Lucy Swanston. Founder and Managing Director, Nutshell Creative
Great creative doesn’t automatically travel. This article explores why international campaigns need more than translation — they need cultural insight, local relevance and creative ideas that can adapt without losing their strategic core.

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RESEARCH & POSITIONING
Audience measurement and discovery: boosting your brand with data
RESEARCH & POSITIONING
Audience measurement and discovery: boosting your brand with data
RESEARCH & POSITIONING

Ian Gibbs, JICMAIL
JICMAIL (The Joint Industry Currency for Mail) is the industry standard audience measurement data for Advertising Mail, covering Business Mail, Addressed Advertising Mail, Partially Addressed Mail and Door Drops. JICMAIL is a not for profit organisation and provides accepted and trusted gold standard data and insight that creates value by improving the planning and evaluation of mail campaigns for greater efficiency. The JICMAIL Board consists of representatives from the IPA, ISBA, DMA, Royal Mail and Whistl.

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RESEARCH & POSITIONING
Market analysis: Know your customer and make sure brands do the math(s)
RESEARCH & POSITIONING
Market analysis: Know your customer and make sure brands do the math(s)
RESEARCH & POSITIONING

Dominic Lancaster, Pixie Agency
The USA and UK share so much, yet are culturally and commercially so different. Marketing Strategies that work well back at home might work brilliantly or may fall completely flat on the other side of the pond. Either way, understanding your customer, their buying habits, the competition and their strategies are essential when planning a successful launch in a new market.

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RESEARCH & POSITIONING
Understanding your audience: The role of data and customer profiling
RESEARCH & POSITIONING
Understanding your audience: The role of data and customer profiling
RESEARCH & POSITIONING

Dimitri Kyprianou, Group Managing Director, Go Inspire
Customer profiling mainly focuses on your ideal customer’s pain points and brand interactions. The goal is to identify, describe, and segment customers based on numerous characteristics and variables, based on their personalities, buying habits, and behaviours.

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RESEARCH & POSITIONING
The significance of location: A crucial factor for business success
RESEARCH & POSITIONING
The significance of location: A crucial factor for business success
RESEARCH & POSITIONING

Chris Hewitt, Sales Director, Go Inspire
The optimization of store locations is a crucial aspect of retail strategy in UK. With consumers prioritising convenience, fast delivery, and easy access to products, retailers need to carefully consider the location of their stores to attract and retain customers. Factors such as foot traffic, local demographics, and proximity to public transportation and other businesses play a significant role in determining the success of a store location.

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RESEARCH & POSITIONING

3: NAVIGATE THE RULES

Compliance & Regulation

Turn the UK's regulatory landscape from a deterrent into a solved problem — written by the people who know the rulebook best.

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Advertising in the UK: Knowing the rules and where you can get help
COMPLIANCE & REGULATION
Advertising in the UK: Knowing the rules and where you can get help
COMPLIANCE & REGULATION

Philip Ricketts, Member of the Committee of Advertising Practice (ASA)
The rules regarding advertising can vary between countries, so its important to check that your advertising complies with the law. This can appear a daunting task when entering a new market for the first time but in the UK is made easy by the support of The Advertising Standards Authority (ASA).

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COMPLIANCE & REGULATION
Importing from the US to the UK: Key tax and compliance elements
COMPLIANCE & REGULATION
Importing from the US to the UK: Key tax and compliance elements
COMPLIANCE & REGULATION

Michael Boulton, Managing Director International, Whistl
Looking to grow your eCommerce business overseas? The United Kingdom represents a fantastic destination but there are some important local tax and compliance regulations you’ll need to be aware of. We’ve made it simple to understand the eCommerce landscape and what you need to know about importing goods into the UK.

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COMPLIANCE & REGULATION
Sustainability in the UK: A vital issue for US brands entering the UK market
COMPLIANCE & REGULATION
Sustainability in the UK: A vital issue for US brands entering the UK market
COMPLIANCE & REGULATION

Greg Selfe, Founder, Nero Carbon
The landscape has changed, and sustainability is no longer a 'nice-to-have' but a crucial part of your business strategy.

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COMPLIANCE & REGULATION
The GDPR Myth: Exploring the reality behind the EU’s landmark regulation
COMPLIANCE & REGULATION
The GDPR Myth: Exploring the reality behind the EU’s landmark regulation
COMPLIANCE & REGULATION

Dylan Jenkins, Sales Director, BBS
If you've been hearing whispers about the General Data Protection Regulation (GDPR) and finding yourself overwhelmed by concerns, it's time to put your worries to rest. Contrary to popular belief, GDPR is not something that should keep you up at night. In fact, it is an essential step towards protecting your privacy and ensuring that businesses handle your personal information with the utmost care.

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COMPLIANCE & REGULATION

4: REACH YOUR CUSTOMERS

Media & Marketing

Why print and direct mail outperform expectations in the UK — written by the people who run the channels.

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Why direct mail remains the third largest media channel in the UK market
MEDIA & MARKETING
Why direct mail remains the third largest media channel in the UK market
MEDIA & MARKETING

Amanda Griffith, Royal Mail
Why Direct Mail remains the 3rd largest media channel in the UK Market. Mail has a long and powerful position in the UK. With over 500 years of history, it holds an iconic place in British life.

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MEDIA & MARKETING
The power of print: Why traditional media still matters in a digital age
MEDIA & MARKETING
The power of print: Why traditional media still matters in a digital age
MEDIA & MARKETING

Matt Booker, Co-Founder UKCousin & CEO COUSIN
Print is enjoying something of a renaissance in UK / EU, particularly amongst lifestyle brands. With its enhanced feeling of trust and value, print stays in-hand and in-home in a way that other media simply cannot. Its ability to set a brand apart and be respectful of an individual’s time has increasing value in a world that’s over-loaded with messaging.

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MEDIA & MARKETING

5: DELIVER AND FULFIL

Logistics & Operations

Practical guides to UK fulfilment and parcel distribution, both authored by senior directors at Whistl — the UK's second largest postal operator.

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Choosing the right UK-based 3PL providers: Our top 5 considerations
LOGISTICS & OPERATIONS
Choosing the right UK-based 3PL providers: Our top 5 considerations
LOGISTICS & OPERATIONS

James Hayes, Director of Business Development, Whistl Fulfilment

The UK is an obvious choice for U.S-based eCommerce businesses that wish to expand overseas. According to the latest research from Statista, the UK has the most advanced and profitable eCommerce market in continental Europe with a near-80% eCommerce penetration rate and rising.

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LOGISTICS & OPERATIONS
Crossing the Pond: A brief overview of parcel distribution in the UK
LOGISTICS & OPERATIONS
Crossing the Pond: A brief overview of parcel distribution in the UK
LOGISTICS & OPERATIONS

Andy Underwood, Managing Director, Whistl Parcels
The United Kingdom boasts a mature parcel delivery network as well as Europe’s most advanced and profitable eCommerce market. This combination creates an ideal gateway for American brands to connect with loyal British customers. Let’s breakdown the nuances of UK parcel distribution and help you enjoy seamless entry to the market.

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LOGISTICS & OPERATIONS

  • "A single reference point for advice and introductions saved our team a huge amount of time"

  • "An invaluable contribution to our UK ecommerce strategy, across all channels."

  • "Really insightful. Turns. out we do speak the same language!"