The ads brought in orders. So what’s next?

It started quietly. A few initial campaigns through Tanganica, a couple of clicks, a quick product feed connection, and… it worked. Ads on Google and Facebook actually brought in orders. Tanganica proved that it can deliver results — without complicated setups, expensive agencies, or an in-house specialist.

And then came the question that every ambitious online store owner eventually asks: What’s next?

Maybe that’s exactly where you are now. Your ads are performing, customers are buying, your business is growing. But at the same time, it’s becoming clear that further growth won’t come from advertising alone — and that the Czech market has its limits. The natural next step is expansion. Yet when you look closer, you realize it’s not just about “turning on ads in Germany.”

Bringing traffic isn’t enough — you have to be ready to sell

Tanganica can drive high-quality, well-targeted traffic from selected markets. But if that traffic lands on a website that doesn’t look trustworthy, isn’t translated, doesn’t show prices in the local currency, or doesn’t offer relevant shipping options, it most likely won’t convert.

And that’s where the second key component comes in — your e-commerce platform.
If you’re using Upgates, you’re already at an advantage. The system lets you easily create language versions, set up multiple currencies and tax rules, and configure specific shipping or payment methods for each country. It might sound like a technical detail, but in practice, it means something crucial: you can give every customer a relevant local experience, even if they’re not from the Czech Republic.

Expansion starts with data, not intuition

Which market has the most potential? What should you promote first? And is it worth translating the entire website? These answers don’t come from intuition — they come from data.

With Tanganica campaigns, you can get clear answers fast. Simply test multiple markets at once — for example, Hungary, Germany, and Romania — and see where you get the best return on investment. Tanganica reports results clearly, in an easy-to-understand way.

If you discover, for example, that products from your “eco cosmetics” category perform exceptionally well in Hungary, that’s a strong signal of where to focus next. And the logical next step follows: expand your online store with a Hungarian version, add forints, and connect local delivery options.
With Upgates, you can do all of this without a developer — everything is clear and designed for seamless expansion.

Localization isn’t just about translation — it’s about understanding the market

The idea that you can simply translate your online store into English and sell across Europe is tempting — but far from enough. Every market is different — from customer habits and expectations to communication styles and preferred payment or delivery methods.

A customer in Germany expects a completely different approach than one in Romania or Slovenia. In some countries, a direct tone works best; in others, a more personal and relaxed communication style resonates. Some markets value express shipping; in others, cash-on-delivery is essential.
If you truly want to sell, you need to adapt to these differences.

Tools are the foundation — but strategy is up to you

Expansion is both an opportunity and a responsibility. It’s a new market, a new audience, and dozens of small but important decisions. You can go the trial-and-error route — or use tools that have already helped dozens of online stores expand successfully.

Tanganica will guide you through your ad strategy and bring in customers. Upgates will give you a full-featured, trustworthy store for them to shop from. Together, they form a combination that provides a solid foundation for growing your online store abroad.

So, what’s next?

If you’re at the point where your ads have brought in orders, that’s a great sign — it means you’re moving in the right direction. But don’t stop there.

With Tanganica and Upgates, you can go further — beyond the Czech market, out into the world. And while expansion might seem complex at first glance, with a good plan, data, and the right tools, you can do it — even without a foreign team or an expensive agency.

If you’d like help at any stage, just let us know. We’ll be happy to explore your expansion together.

Aleš Kozel – Head of Content & Social Media, Upgates

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