My Product Launch: Best Approach and Strategy

Hello,

I am manufacturing my product as we speak, its a very exciting feeling to get things moving, but incredibly daunting since I've never done this before.

Hence, why Im here...

I'm an American living in Thailand, building a business selling a handmade product to initially sell locally at markets I have access to, and eventually back in the States. I want to soft launch the product here in Thailand, selling to tourists and travelers. Although I think it can sustain and prove to be viable here, it isn't my ultimate goal to build brick and mortar here. The soft launch will be to get early learning and iterate designs as I go. I will continue to sell in Thailand, but ultimately begin selling in America.

During this time selling at a Thai market, I'd like to begin building a website or begin building the brand, convey my social mission, take awesome product pics, get reviews on my site from locals here, etc. Basically tell my story and how awesome my product is.

Due to expensive shipping from Thailand I don't know how viable it will be to bang out the marketing, driving traffic to my site when my pricing/shipping times will be less competitive until I enter the US using FBA. Shipping will take weeks, and I loose tracking once it hits American shores...I cant compete shipping from Thailand initially, maybe for friends and family though...but still. Im a little torn on this, as I could build the store and just offer it and see how it goes.

Should I just set up a site and run a "prelaunch" campaign collecting emails through a landing page (best options?), or since I'll likely use Shopify later on, sign up now and just disable the shopping cart and collect emails...possible? Run FB ads and drive traffic to my brand? Entice folks with coupons free products etc. I obviously want to do that when I have Amazon presence since that what ill need to succeed there. Does it make sense to do the prelaunch and collect emails offering promos or whatever I decide, even though my launch into the America is tentative. This step confuses me a bit, which is like...the first step.

The reason for the slow launch into American is because my product isnt quite where it needs to be to compete in ecosystems like Amazon. When I think American market, I think Amazon, is that wrong for someone starting out who eventually wants to have healthy traffic through my own site? Why not both? Should I just blast the marketing now (prelaunch) and hope my site will prevail?

Since my company is a social enterprise at its core, Im also concerned this will be very difficult to convey on Amazon. Is that right? Do people care on Amazon? I want the traffic to my site since the story is compelling and will be a huge part of my product position in both markets.

As you can probably tell, Im a little confused as to next steps here. I know planning is key to a launch and I could really use some feedback to this effect.

What are the best approches (things im not even thinking about) to a soft launch into two markets like this? Simultaneous entry?

Thanks in advance for the input. I look forward to hearing it