Stef van Boekel, an e-commerce expert from Lucca, Tuscany, shares his extensive knowledge in international digital sales and platform optimization. He discusses the pivotal role of Amazon in e-commerce, emphasizing the need for strategic planning to unlock growth. Stef reveals insights on navigating European market challenges like VAT compliance and language support. He also highlights the significance of customer reviews and daily operations, urging brands to understand profit margins and adapt to market differences while entering new territories.