EU expansion without VAT chaos: OSS, markets and checkout

Launching DE or FR is not a translation task. VAT OSS, invoicing rules, returns, and courier SLAs all affect conversion once traffic arrives.

Shopify Markets and structured hreflang are table stakes; the real work is checkout clarity in local currency and support for local payment preferences.

Roll out markets in waves, measure cross-border funnel separately, and do not copy RO campaigns verbatim.