Multi-regional e-commerce: yoga clothing (Germany, Austria)
A sustainable clothing brand with stable but small sales in Austria wanted to scale to the German market.
About the Client
Sustainable clothing brand (Multi-country EU).
Client Request
Scale sales in the DACH region.
Initial Situation
Stable but small sales in Austria. Need to enter the German market. Client's mistakes: assuming Austrian and German markets are identical (they're not - different sustainability certifications, different influencer landscapes). Initial product pages used formal 'Sie' form everywhere, which didn't resonate with younger yoga community in Germany. Shipping costs not optimized for different regions - same flat rate for Vienna and Munich caused conversion drops in distant German cities.
Google Ads: Performance Max
Launched Performance Max with emphasis on 'sustainable' and 'organic' attributes.
Facebook Ads: Lookalike
Created Lookalike audiences based on existing Austrian buyers for the German market.
Cross-domain Analytics
Set up cross-domain tracking in GA4.
“Using existing customer data to create lookalike audiences in new regions is the fastest path to EU scaling. Key insight: when scaling to a neighboring market, don't just translate - localize based on data. We found Austrian customers were 35+ yoga instructors buying premium sets, while German market showed demand from 25-35 home practitioners buying individual pieces. This required different Product feed prioritization and ad creative approaches despite geographic proximity. Same language ≠ same customer.