Who we are

Sell Abroad Guide is a small, independent team of trade practitioners. We are not a logistics company, a customs broker, or a software vendor. We are writers, former operations managers, and compliance specialists who have spent years inside the machinery of cross-border sales—processing shipments, filing customs paperwork, calculating VAT, and adapting product content for new markets. We started this publication because we were tired of seeing the same shallow advice repeated online: "just use a freight forwarder" or "hire a local accountant." Those suggestions are not wrong, but they skip the details that determine whether a small brand sinks or survives when it sells to customers in another country.

Why we exist

Our founder, Maya Chen, spent six years managing international operations for a mid-sized outdoor gear brand. She watched promising products stall at customs because a commercial invoice lacked a required code. She saw margins evaporate when VAT was miscalculated on a batch of returns. And she spent countless hours translating product manuals into languages she barely spoke, only to discover that a direct translation missed critical safety warnings.

After leaving that role, Maya teamed up with two former colleagues—a customs compliance analyst and a localization project manager—to create the resource they wished they had: a guide that treats shipping, customs, VAT, and localization as interconnected parts of one process, not isolated headaches. Sell Abroad Guide exists to give small and mid-sized brands the practical knowledge to expand internationally without expensive mistakes.

Our mission and values

Our mission is to demystify cross-border selling with clear, accurate, and actionable information. We believe that international growth should not be reserved for companies with dedicated trade departments. Every brand deserves to understand the rules of the game.

We hold to three values:

• Accuracy over speed. Trade regulations change frequently. We verify every fact against official sources—customs agencies, tax authorities, and standardization bodies—before publishing. When we are unsure, we say so.
• Practicality over theory. We focus on what you can do today: the form you need to fill out, the field you must not leave blank, the threshold that triggers a new tax obligation.
• Transparency about limits. We are not lawyers or accountants. We do not provide legal advice. We tell you when to consult a professional and why.

Why you can trust us

We do not accept payment for coverage. Our content is funded by readers and by occasional workshops we run for small business groups. We have no affiliate relationships with freight forwarders, customs brokers, or software platforms. When we recommend a tool or service, it is because we have used it or because it is widely recognized by neutral experts—not because someone paid us.

Every article is reviewed by at least one team member with direct operational experience in the topic. Our customs content is cross-checked against the Harmonized Tariff Schedule and rulings from U.S. Customs and Border Protection. Our VAT guidance is based on official EU and UK tax authority publications. And our localization advice comes from people who have managed translation projects, not just written about them.

We also publish corrections promptly. If we get something wrong, we fix it and note the change at the bottom of the article.

Our team

Maya Chen, Editor – Former international operations manager for a $30M outdoor brand. Maya has overseen shipments to 27 countries and navigated VAT registrations in the EU and UK. She writes our core guides on shipping and customs.

David Okafor, Compliance Analyst – David spent eight years as a customs broker in Chicago, clearing goods for importers of electronics and apparel. He now advises small brands on tariff classification and import documentation. He reviews all customs-related content for accuracy.

Elena Ruiz, Localization Lead – Elena has managed localization projects for software and e-commerce companies for over a decade. She speaks Spanish, French, and Portuguese, and has a particular interest in adapting product content for cultural nuance, not just language. She writes our localization and market-entry articles.

We also work with a network of freelance contributors—accountants, logistics coordinators, and market researchers—who bring specialized knowledge to specific topics. Each contributor is vetted for hands-on experience, and their work is edited by our core team.

What we cover

We publish guides, checklists, and case studies on:

• Shipping and fulfillment: choosing carriers, packaging for international transit, and understanding Incoterms.
• Customs and duties: classifying products, completing commercial invoices, and handling customs holds.
• VAT and taxes: registration thresholds, calculating VAT on sales and returns, and reclaiming overpaid tax.
• Localization: translating product listings, adapting packaging, and meeting local labeling laws.

We do not cover general business advice, marketing strategy, or domestic selling. Our focus is narrow on purpose: cross-border logistics and compliance for small brands.

How we work

We start every article by identifying the real-world problem a brand is trying to solve. Then we research the official rules, talk to practitioners, and test the steps ourselves where possible. We write in plain language, avoiding jargon unless we define it. And we include examples from real brands—sometimes anonymized—to show how the rules apply in practice.

We do not use AI to generate content. Every word is written or edited by a human with direct experience. We believe that matters when the stakes are high and the details are easy to get wrong.

Get in touch

If you have a question about an article, a suggestion for a topic, or a correction, email us at [email protected]. We read every message and respond to most within two business days. We also offer a free monthly newsletter with updates on regulatory changes that affect small exporters. You can sign up on our homepage.

Thank you for reading. We are glad you are here.