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Why Expanding into the U.S. Is Harder Now
& Why It Might Not Be Your Best First Move

In this week’s expert session, Diego Sampaio, co-founder of Globalfy, reminded us of something we rarely hear from the headlines:

And the reality is:

The U.S. may not even be the smartest next step for your business right now.

Who is Diego Sampaio and what is Globalfy?

Diego Sampaio is no stranger to the highs and lows of entrepreneurship. A decade ago, after building a successful startup in Brazil, he took the leap to expand into the U.S.—only to discover that the American business landscape was far less forgiving. Within months, the venture faltered, and Diego was left not just with a failed expansion but with unexpected debt to the IRS.

That hard-earned lesson became the seed for his next company: Globalfy. Born from the realization that global expansion is riddled with hidden complexities, Globalfy set out to make the U.S. market accessible for founders everywhere. Ten years later, it’s grown into a platform with customers from more than 100 countries and a client base surpassing 10,000 entrepreneurs all benefitting from a smoother path to incorporation, compliance, and growth in the U.S.

What is The Price of Playing in America ?

Hiring in the U.S. is where many budgets crumble.

• In tech hubs like Seattle or New York, a mid-level software developer costs $125K–$154K/year.

• London or Berlin? Around $80K–$92K up to 48% less in total employment costs.

• The cost to hire in the U.S. averages $4,700; for senior roles, it can pass $28,000 before you factor in onboarding, training, and lost productivity.

• Employers spend nearly 30% more on benefits on top of wages.

These numbers aren’t just statistics they’re what determines how long you can survive before your cash runs dry.

That’s why so many startups run out of cash. As Diego emphasized:

The Market Feels Less Stable Than Before

For the first time in decades, the U.S. feels less predictable.

Tariffs, political cycles, and cross-border rule changes are disrupting entry strategies.

The failure rate is brutal:

• Around 80% of e-commerce startups fail.

• Only 1% of startups make it past Series C funding.

Some founders are getting creative setting up U.S. entities while keeping operations abroad to cut tariffs, or using Mexico for manufacturing under current trade agreements. Smart moves, but often short-term.

Participant Insights: The Wider View

The conversation sparked great contributions from participants.

Vinnie, an operator in Ireland, pointed to structural risks:

And Gustavo highlighted a common blind spot for Latin American founders:

The Bigger Question: Why the U.S. at All?

It’s worth asking: is the U.S. your best next market… or just the most obvious?

Yes, it’s huge 300+ million consumers, a $1.4 trillion e-commerce market.

But other regions can offer less competition, lower costs, and faster traction.

In some cases, these markets became their main growth engines and gave them the profit cushion to tackle America later, on their own terms.

How EVOLVE Tilts the Odds in Your Favor

At EVOLVE Commerce Club, we give you the platform to explore all viable markets not just the default choice while mitigating the risks of whichever you pursue.

Through our network of operators in over 44 countries, you get:

• Cost and hiring benchmarks before you commit

• Access to local experts who know the nuances

• Real-world strategies tested in multiple regions

Expansion is never risk-free. But with the right people in your corner, it doesn’t have to be a gamble.

Before you choose your next market, choose the right platform.
Join EVOLVE Commerce Club and grow with insight, not guesswork.

See you next week,
Carlos Monteiro
Founder EVOLVE Commerce Club

What’s next?

We’re scaling this format to more cities. Quietly. Carefully. Intentionally.

• Berlin Lisbon. Copenhagen. Madrid. London. Berlin. Cairo

• 1:1 match-making between members exploring portfolio life

• Expert Immersion: We are inviting senior experts who want to show case their knowledge

• Case studies, frameworks, and lived stories not LinkedIn memes

And we’re doing it all with the belief that the future of commerce will be shaped by people who’ve already lived its past and are brave enough to rewrite the next chapter.

In Partnership with

Airmeet stands out by designing for connection in a sea of platforms chasing leads. It’s used by companies like Walmart, Accenture, and the University of Toronto, yet it works just as well for emerging communities like ours. We’ve trusted and partnered with Airmeet to run 60+ expert sessions. It’s reliable, intuitive, and built for human interaction, not just metrics.

If you host events where relationships matter more than registrations, Airmeet is worth a closer look

Meet Our New Community Partners

E-commerce & Marketplace Strategist (Ireland)
Over 15 years of experience helping brands grow across marketplaces, digital channels, and omnichannel retail. Former roles include platform advising (eBay, Shopify, etc.) and lecturing across the UK & Ireland.

Connect with Vinny on LinkedIn or in community whatsapp ( club members only)

Hendrik Laubscher

CEO & Founder, Blue Cape Ventures / Lead Analyst at RMW Commerce
Close to 20 years in e-commerce leadership, with deep expertise in emerging markets, marketplaces, and strategic operations across Asia and Africa.

Newsletter: Around The World In Commerce – Weekly commentary on global e-commerce trends, key deals, and strategic questions every executive should follow.