The secret to global e-commerce success is making it local

Richard Branson, founder of the Virgin Group, once said that “a big business starts small.” In 1970, Branson opened a mail-order record business that eventually became Virgin Records. Many businesses followed and the Virgin Group now controls over 400 different companies.

What Branson didn’t have at his disposal in the 1970s was the e-commerce ecosystem that exists in 2021. That ecosystem allows nearly any business – regardless of size – to reach a global customer base, almost instantaneously.


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