The differences between the 44 countries of Europe go far beyond how their citizens talk, sound, or act. Not only are these consumers interested in different goods from their retailers, the way in which they want to interact with them also differs markedly. Payment methods which are mainstream in some countries are almost unknown in others, while VAT regulation and tax protocols also differ heavily between countries, creating more barriers for retailers who wish to tap into the €3.25 trillion European market. And if the pandemic hadn't amplified the challenges of going global enough, new regulations are soon set to emerge governing payments. To explore these challenges, Retail Systems was joined by Gary Hammond, Head of Product at Kooomo, an e-commerce platform which helps retailers trading internationally optimise their operations. This episode delves further into how retailers are taking their brands global post pandemic, the right IT infrastructure for breaking new markets and tackling the challenges of European expansion for retailers.