The challenge
Quick Heal was already a strong performer on Amazon India and Flipkart — execution wasn't the problem. The category was. Standalone antivirus was contracting at roughly 10% year-on-year in India as bundled OS-level security and shifting habits ate into demand.
When the whole category is shrinking, domestic optimisation can slow the bleed but it can't reverse it — the ceiling isn't your ad account, it's the market. Growth had to come from a new market, not a new tactic.
The strategic call: instead of fighting harder for a falling share of a falling Indian category, take the brand to demand that India's decline never touched — globally, through Amazon.
What we did
ShopSurge owned the entire Amazon Global Selling build end to end — from opening the account to running ads in every marketplace. The work broke into five workstreams:
01 · Account & entity setup
Registered and configured Amazon Global Selling, linked the international marketplaces, and handled the tax, registration and remittance setup cross-border selling requires — so the foundation was clean before a single listing went live.
02 · Catalog localization
Rather than copy-pasting the India catalog, we rebuilt listings per marketplace: language, currency, units, search terms and product claims localized for each region. A buyer in the US, Germany or the UAE sees a listing that reads native to their store.
03 · Compliance
Software and security products carry category-specific listing requirements and restricted-claim rules that vary by country. We cleared the compliance and documentation for each marketplace so listings stayed live and weren't suppressed.
04 · Fulfilment
Structured export and FBA fulfilment so international orders shipped reliably and the customer experience matched local expectations — critical for reviews and ranking in brand-new stores.
05 · Advertising
Stood up and managed Sponsored Products and Sponsored Brands campaigns per marketplace — separate budgets, bids and keyword sets tuned to each country's search behaviour, because what converts in the US is not what converts in the Gulf.
The results
The timeline was fast and the spread was wide:
- 2 months from kickoff to the first international listings going live.
- Within 3 months, sales were coming in from every targeted region — North America, Europe, the Middle East and APAC.
- 18+ countries live on Amazon Global.
- A Top-3 antivirus brand on Amazon US within three months of launch.
Most importantly, Quick Heal now has a revenue stream that grows independently of the shrinking domestic category — turning a structural headwind at home into a structural tailwind abroad.