1. Start with people, not just potential
Our first question is: How many people could we reach, and positively impact? Understanding the “people potential” — how many people can afford and benefit from the IKEA offer — is a key part of market evaluation. This ensures that our expansion aligns with the vision of creating a better everyday life for the many.
2. Make products and solutions locally relevant
While our brand and product range remain consistent globally, how our solutions are presented reflects local lifestyles and preferences. Home life looks different around the world. Recognising and understanding those differences helps us connect meaningfully with people in each market.
3. Involve the right people at the right time
Expansion is a collaborative effort that involves many functions, from retail to IT to supply and compliance. Involving the right stakeholders early, and understanding their needs, helps avoid delays, ensures feasibility, and supports long-term success.
4. Base decisions on thorough analysis
Before we enter a new market, we conduct comprehensive analysis of macroeconomic trends, consumer behaviours, the competitor landscape, local laws, and logistical capacity. Our process combines quantitative data, qualitative research, field visits, and input from both internal and external experts.
5. Lead with values come, even when it’s difficult
We don’t compromise on our core values. If a market has an unpredictable legal environment or widespread corruption, it may not be the right fit, no matter the opportunity. In some cases, however, we may choose to move forward with an expansion if there is an opportunity to lead by example and contribute to positive change.
6. Test your assumptions before expanding
For social entrepreneurs, it’s important to start with a clear reason for expansion. Is it to grow impact? Attract investment? Access technology? Reach new communities? Test whether the problem you aim to solve truly exists in the new market, and whether your solution fits the local context.
7. Combine data with intuition
While instincts are valuable, strong decisions are backed by evidence. Use market data, user testing, and peer insights to challenge your assumptions and prepare for what’s ahead. The better insights you gather, the more resilient your strategy will be and the fewer surprises you’ll face along the way.
Final thought
Whether you’re scaling a global brand or a growing social enterprise, staying focused on people, purpose and long-term value creates the strongest foundation for meaningful, sustainable growth.
With special thanks to Evita Bizune who, at the time of interview, was an Expansion Business Analyst at IKEA