Firms may face sunk costs when entering an export market. Previous studies have focused on global or country‐specific sunk export costs. This study analyses the importance of market‐specific sunk export costs (defining ‘market’ as a product–country combination). We also study how market‐specific export costs can be affected by various kinds of learning and spillover effects. We use firm‐level panel data for Norwegian seafood exports distributed on products and countries. The results lend support to the hypothesis of market‐specific sunk costs. We also find evidence of learning and spillover effects, particularly within the same product group.