Expanding Your Brand to North America: A Comprehensive Guide
North America, encompassing the United States and Canada, represents one of the largest and most lucrative consumer markets in the world. With a combined population of over 370 million people and a high purchasing power, expanding into this region can unlock significant growth for your brand.
However, entering the North American market comes with its own challenges—from complex regulatory requirements to understanding consumer preferences and navigating the highly competitive retail and ecommerce landscapes.
In this guide, we’ll cover everything you need to know about expanding your brand into North America, including:
✅ Key market differences between the U.S. and Canada
✅ Regulatory requirements for different product categories
✅ Best distribution strategies for retail and ecommerce
✅ Marketing and growth strategies tailored to North American consumers
1. Understanding the U.S. vs. Canadian Market Differences
Although the U.S. and Canada share many similarities, they have key differences that can impact your go-to-market strategy.
Market Size & Consumer Behavior
| Factor | United States 🇺🇸 | Canada 🇨🇦 |
|---|---|---|
| Population | 332 million | 39 million |
| Retail Market Size | $6.6 trillion USD | $850 billion CAD |
| Ecommerce Penetration | 15.3% of retail sales | 13% of retail sales |
| Preferred Shopping Platforms | Amazon, Walmart, Target, eBay | Amazon.ca, Walmart.ca, Well.ca |
| Bilingual Requirements | English | English & French (Québec laws apply) |
🔹 Key Takeaway: While the U.S. is a much larger market, Canada has strong loyalty to local brands and strict bilingual labeling requirements, especially in Québec.
2. Navigating Regulatory & Compliance Requirements
Each country has strict regulations for product compliance, labeling, and importation.
United States: Regulatory Requirements
✅ FDA (Food and Drug Administration) – Regulates food, beverages, cosmetics, dietary supplements, and pharmaceuticals.
✅ USDA (United States Department of Agriculture) – Required for organic products and agricultural imports.
✅ FTC (Federal Trade Commission) – Ensures truthful advertising and consumer protection.
✅ Labeling Requirements:
English only, but Spanish is recommended for some markets.
Nutrition facts panel (if applicable).
Country of origin labeling required.
📝 Helpful Resource: FDA Import Guidelines
Canada: Regulatory Requirements
✅ CFIA (Canadian Food Inspection Agency) – Regulates food imports, supplements, and labeling.
✅ Health Canada – Oversees cosmetics, pharmaceuticals, and dietary supplements.
✅ Bilingual Labeling Laws:
English & French required on most consumer products.
Québec has separate language laws under the Charter of the French Language.
📝 Helpful Resource: Canada’s Guide to Importing
🔹 Key Takeaway: The U.S. and Canada have different labeling laws and regulations, so it’s critical to ensure compliance before importation.
3. Choosing the Right Distribution Strategy
There are multiple ways to enter the North American market, depending on whether you sell online, through retail, or via distributors.
Option 1: Direct-to-Consumer (DTC) via Ecommerce
✅ Best for brands with strong digital presence
✅ Lower overhead costs
✅ Can sell via Shopify, Amazon, or Walmart Marketplace
Recommended Platforms for Online Sales:
Amazon (Vendor Central & FBA & FBM) – Amazon dominates ecommerce in both the U.S. and Canada.
Opt to work with Amazon Agencies like Orionis Trading Company
Shopify – A strong platform for DTC brands, especially in Canada.
Walmart Marketplace – Walmart is expanding its marketplace aggressively, competing with Amazon.
🔹 Key Tip: Listing on Amazon.ca and Walmart.ca requires compliance with Canadian regulations and bilingual packaging.
Option 2: Selling in North American Retail Stores
✅ Best for CPG brands, beauty, food, and household products
✅ Requires partnerships with retailers or distributors
Major U.S. Retailers:
🏬 Mass Market & Grocery: Walmart, Target, Costco, Kroger
🛒 Specialty Retailers: Whole Foods, Sprouts (for organic brands)
💄 Beauty: Sephora, Ulta, CVS
Major Canadian Retailers:
🏬 Mass Market & Grocery: Walmart Canada, Loblaws, Sobeys
🛒 Health & Beauty: Shoppers Drug Mart, Well.ca
💻 Ecommerce Retailers: Best Buy Canada, Hudson’s Bay, Canadian Tire
🔹 Key Tip: Many retailers require a distributor or local entity to manage accounts.
Option 3: Working with North American Distributors
✅ Best for international brands that want retail presence without setting up a U.S./Canadian office
✅ Distributors manage inventory, retail relationships, and compliance
Top U.S. Distributors for Consumer Brands:
KeHE Distributors (natural & organic products)
UNFI (largest food distributor in North America)
McLane Company (for convenience store distribution)
Top Canadian Distributors for Consumer Brands:
Tree of Life (natural products & specialty foods)
Purity Life (health & wellness brands)
UNFI (largest food distributor in North America)
🔹 Key Tip: Many large retailers require you to work with an approved distributor rather than selling directly.
🔹 Key Tip: Find a local broker that you can work with closely to manage your growth.
4. Marketing & Growth Strategies for North America
A successful launch requires localized marketing and consumer engagement strategies.
A. Digital Marketing & SEO Strategy
✅ Optimize Google SEO and use Google My Business for visibility.
✅ Create localized content (e.g., blog posts, landing pages targeting U.S. and Canadian search terms).
✅ Use email marketing and SMS to drive customer engagement.
B. Influencer & Social Media Marketing
✅ U.S.: Work with Instagram, TikTok, and YouTube influencers.
✅ Canada: Leverage regional influencers, especially in Québec (French-speaking audience).
C. Paid Advertising & Growth Hacking
✅ Google Ads & Meta Ads (Facebook, Instagram) for paid traffic.
✅ Use Amazon PPC campaigns for ecommerce sales growth.
✅ Retail promotions (in-store sampling, discounts) to increase conversions.
🔹 Key Tip: Americans trust online reviews, while Canadian consumers are more brand-loyal—adjust marketing strategies accordingly.
Final Thoughts: How to Win in North America
Expanding into North America is highly rewarding, but requires careful planning.
🎯 Regulatory compliance is critical—always check labeling laws and import regulations.
🎯 Choosing the right distribution model matters—DTC, retail, or wholesale.
🎯 Localized marketing drives success—adapt pricing, branding, and messaging for U.S. vs. Canadian consumers.
By following this guide, you’ll be better prepared to launch, scale, and succeed in North America.
📌 Helpful Resources for Entering North America:
FDA Import Guidelines
Canada Trade Commissioner Service
If you are ready to expand into North America and would like to build out your next steps, contact us to get started.
