We wrote a blog post a couple of years ago about what goes into launching into new countries: https://frame.work/blog/scaling-up-infrastructure

I'm kind of surprised that New Zealand isn't available when Australia is. We tend to share a lot of regulatory standards and such.

I would guess figuring out payment, shipping, returns, refunds, warranty...

..., taxes, consumer protection laws, ...

It's probably harder being a US company selling into each EU country than it is for an EU-based company to sell to the rest of the EU and also the US, too?

The alternative would be not selling directly to consumer, using some intermediary like Amazon or whatever.

I don't think is that harder. Also, my Framework(bought in Austria and than shipped it to Romania - still in EU) was actually sold by a company registered in Germany.

Or be a reselling manufacturer like Clevo, and let local companies deal with that stiff.

Maybe they'd have a lot of extra returns if people from these countries didn't pay attention and bought a laptop expecting the usual keyboard layout for their languages.

I suspect that Taiwan is because it's where Framework is built