There are two different types of firm online internationalization retailers, default, and active online retailers. Previous research has implied that managers decide if a firm participates in international markets as a default or an active online retailer. However, there is a lack of previous studies about the development processes of international SMEs that move from default into becoming active online internationalization retailers. Therefore, this paper examines this process by analyzing a case study from the Swedish retail industry. More specifically, the aim of this paper is to narrowly study the process of how an international SME can transform from being a DOI into becoming an AOI retailer. The results imply that an international retail SME that wants to change from being a default into becoming an active online internationalization retailer needs to develop an online marketing capability. Internationalizing retailing SMEs need an online marketing capability to develop the online shops and business concepts they need to support their continuous internationalization journeys.