My store states that I ship internationally, however, I market only USA now.
I believe USA market is large enough (it`s obvious, I know) and if you market it well, it does pay off. Also, you can do an in-depth research and focus your attention better while working with one market only.
On the other hand, I received some sales from UK and Spain markets, so I might try out FB ads there. However, I do not know the Spanish language, so I see this as the main obstacle. Maybe you guys have experience with google translated ads? Is it reliable and good enough in order to perform well?
Cheers to all!