In the second episode of the Ultra Commerce Podcast, Jamie Schouren and David Crow sat down to tackle one of the most pressing topics for online businesses today: how to scale ecommerce. With Jamie bringing her European perspective and David drawing from decades of experience in the US market, the conversation highlighted both the challenges and the opportunities facing retailers who want to grow.

If you missed it, you can listen to the full episode on YouTube, Spotify or view our episode page. Below, we’ll cover some of the main takeaways.

Scaling in Europe vs. the US: A Different Ballgame

Jamie kicked things off by pointing out a fundamental reality of European commerce: growth requires a multi-X approach. Selling into new European markets quickly means navigating multiple languages, currencies, VAT systems, and local regulations.

• Germany vs. Denmark: In Germany, checkout consent rules are stricter, while in Denmark, by law, credit card payments can only be captured after shipment.

• Product complexity: Even something as simple as wall sockets differs from country to country, making assortment localization complex for scaling companies.

In contrast, David highlighted how scaling in the US is less about regulatory hurdles and more about logistics and fulfillment. With a single language, single currency, and tax tools to manage state-by-state differences, the challenge becomes meeting customer expectations set by the largest services: fast, cheap, and reliable delivery.

The Smarter Way to Expand

David shared his view that the highest ROI often comes not from chasing new customers, but from getting more value from existing ones. This can mean:

• Increasing average order value through better cross-sell and up-sell strategies.

• Expanding assortment intelligently by adding adjacent or complementary categories.

• Leveraging third-party marketplaces to grow SKUs without holding more inventory.

As David explained, marketplaces that once failed by trying to “be the next Amazon” are now succeeding by focusing on adjacent categories their customers already trust them for. A big box retailer, for example, boosted growth by expanding its home décor category online, an area only lightly represented in-store.

Jamie added that marketplaces aren’t only about products. Services, extended warranties, and even subscriptions can add real value and lock in recurring revenue.

The Marketplace Advantage

Marketplaces offer one of the most powerful (and cost-effective) paths to scaling. By adding third-party SKUs, retailers can expand their assortment without the burden of holding additional inventory, keeping risk low while unlocking high returns. More products also translate into more indexed pages, which naturally boosts organic SEO and drives new traffic. On top of that, marketplaces open the door to collaboration rather than competition, giving suppliers and service providers direct access to an engaged audience.

Both Jamie and David emphasized that, when approached strategically, marketplaces can be transformative; fueling 40–50% year-over-year growth for retailers who do it right.

Scaling is More Than Tech

While this episode focused on the business side of scaling, Jamie and David both emphasized the need for alignment across teams. Marketing, business, and tech need to share roadmaps—especially heading into peak seasons. As David warned, performance issues during Black Friday can wipe out gains if infrastructure isn’t prepared.

Stay tuned: in the next episode, Ultra Commerce CIO Brad will cover the technology and infrastructure side of scaling, including how to avoid these pitfalls.

Key Takeaways

Scaling looks very different depending on where you’re operating. In Europe, success depends on mastering the complexities of “multi-X”—navigating multiple currencies, languages, and regulations that vary from country to country. In the US, the focus shifts toward logistics and fulfillment, where meeting customer expectations for speed has become the defining challenge.

Across both regions, marketplaces stand out as one of the most effective ways to scale. They enable rapid assortment expansion, drive higher average order values, and create opportunities for partnerships without the burden of added inventory. But before rushing into new markets, it’s crucial to maximize the value of the audience you already have.

As David put it best:

“If you want 50% year-over-year growth in 2026, now’s the time to build the framework and strategy. Not in December when leadership drops the target on your desk.” - David Crow