The aim of this study is to analyze, understand and evaluate the market potential of the case company in order to develop a business strategy for SimiCart as a global firm on the UK, Dutch and German markets. The research will provide a general overview of the markets, business cultures and business practices, as well as the current situation of mobile commerce in these three countries, to readers and possibly to decision makers. Based on this, possible market entries are studied and proposed. The implementation of the research was conducted by using both secondary and primary data. Primary data was obtained from qualitative research, meaning phone calls and Skype calls to professionals and quantitative research as a survey to E-merchants using the Magento eCommerce platform in each particular market. The secondary data is extracted from reliable sources of previous market studies on big firms in the same industry, books, journals and up-to-date newspaper articles related to the field. The study has provided answers to the research questions. The outcomes should deliver SimiCart a clear picture of the market situation in order to decide whether the three countries are potential markets to enter, or if the company should find alternative solutions. Additionally, the author provides recommendations and possibilities for further steps.