ShopForward’s CSS-Driven Expansion to Eastern Europe

Founded in 2018, ShopForward utilized the CSS program to pivot from saturated Western markets to high-potential markets in Eastern Europe. By adopting a CPA model that is performance-based for merchants, the company incentivized the placement of highly relevant Shopping ads to maximize sales. This approach ensured the CSS worked in the best interests of both merchants and users, empowering cross-border expansion while growing the team from two founders to 25 full-time employees.

The Challenge

Western Europe offered diminishing returns due to sector saturation. While Eastern Europe presented a growth opportunity, it posed significant challenges: linguistic fragmentation and lower consumer trust. Crucially, SME clients lacked the capital to risk the "cold start" costs required to compete against established entities in these territories.

The Approach

To promote expansion, ShopForward transitioned to a strategic partnership model:

  • The CPA Model: They implemented a Cost Per Acquisition model, shifting financial risk from the merchant to the CSS partner. Clients could advertise without upfront media spend, paying only when a sale was generated.
  • Infrastructure Investment: The company invested in AI-driven translation tools to bridge language gaps and strengthen its workforce. Expansion meant growing to 25 employees, including 9 regional specialists, to ensure feed quality and compliance met local standards.

The Results

By removing challenges to entry to CSS Program countries in Eastern Europe, ShopForward diversified its revenue and grew from a two-person startup in 2018 to 25 FTEs by 2025. This expansion drove a 63% increase in active regional merchants and a 149% rise in their market sector representation, building a strong, resilient business, and helping their merchant partners access growth opportunities in new markets.*

"The CSS program was our catalyst. Founded in 2018, we used a shared-risk model to expand our operational capacity from two founders to 25 professionals. By focusing on CSS Program countries in Eastern Europe, we aren't just growing revenue; we are democratizing access for smaller merchants who otherwise wouldn't have the budget to compete in new markets." — Dirk Verzijden, Founder, ShopForward

*Represents growth in 2025 (Jan – Sept) compared to 2024 (Jan – Sept).