How to Test the U.S. Market Before You Expand

Written By Grace Denman

A practical guide for international Business Owners who want to grow wisely, not blindly.

If the US is on your radar but you're not quite ready to go all in, you’re not alone.

Plenty of international owners feel the tension: you’re getting interest from US customers, maybe a few sales, or even a potential hire. But you’re not sure if you should form a US entity, set up payroll, or take on the full compliance load yet.

Good news: you don’t have to.

There are smart, low-commitment ways to test the US market first and doing so can save you money, time, and stress when it’s time to scale.

Here are 6 ways to validate your US expansion without overextending yourself.

1. Sell Into the US Without a US Entity

Yes, it’s possible. Many companies start by selling directly to US customers from their home entity.

This is especially doable if:

  • You’re in SaaS or selling digital goods

  • You’re drop-shipping or using a fulfillment partner

  • You’re billing customers via Stripe, Paddle, or other platforms that support international sellers

Benefits: Fast to start, low cost
Watch out for: US sales tax exposure (especially for physical goods or high-volume DTC) and permanent establishment risk if you have physical presence in the US via stock/inventory or personnel (including contractors).

2. Use EOR Platforms to Hire (Without Setting Up a Company)

If you're eyeing your first US hire but don’t want the cost or complexity of forming a US entity, consider an Employer of Record (EOR).

Platforms like Remote.com, Deel, or Velocity Global can legally employ someone on your behalf in the US, while you manage their day-to-day work.

Benefits: Compliant hiring without entity formation
Watch out for: Higher cost per employee and certain employment limitations.  Further, care should be taken on permanent establishment risk.

3. Talk to Customers, Partners, and Industry Peers

Before you make structural decisions, gather on-the-ground input:

  • Ask your existing US customers what would make it easier to work with you

  • Reach out to owners who’ve recently expanded, learn what worked and what they regret

  • Speak to US-based salespeople, marketers, or product managers in your vertical

Benefits: Real, qualitative feedback
Watch out for: Making sure the feedback is applicable to your facts at hand and your growth plans.

4. Use Trade Agencies and Expansion Programs

Many countries have agencies dedicated to helping companies go global:

  • Global Victoria (Australia)

  • New Zealand Trade & Enterprise

  • Austrade

  • German Trade & Invest (GTAI)

  • Enterprise Ireland

These organizations often offer free market research, intros to US partners, and even co-funding for business development trips.


Benefits: Trusted, government-backed support
Watch out for: Programs with long lead times

5. Do the Legwork: Market Research + Business Planning

Don’t underestimate how much you can do on your own:

  • Run a lightweight competitor scan: Who else is offering your product or service in the US? What’s their price point? How are they positioned?

  • Validate customer demand through waitlists, webinars, or ad tests

  • Sketch out a US-only business model: What would change in pricing, support, operations?

Benefits: Low cost, high clarity
Watch out for: Over-analysis that delays action. This is about exploration, not perfection.

6. Have Early Conversations with US Advisors

You don’t need a full legal and tax setup yet, but having a few early conversations with US-based advisors can go a long way.

Jason Booth (TaxStudio) puts it this way:

“Spend a few dollars on a brainstorm session before you build anything. Get advice tailored to your business—not someone else’s. Even one conversation could help you avoid a five-figure mistake later.”

Benefits: Know what to expect before you commit
Watch out for: Advisors who push you into a one-size-fits-all structure too soon

Final Thought: Expansion Is a Journey, Not a Jump

Testing the US market doesn’t mean you’re dragging your feet. It means you’re building your runway wisely.

And when you do decide to scale, you’ll do it with real insight.

Want a checklist to track your progress? Or a call to talk through your US game plan?

Reach out to the TaxStudio team, we’re here when you’re ready.

Grace Denman
Next

 Is the U.S. Right for You? Or, Is It Better to Wait?