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A six step process for effective expansion
Understand the opportunity and requirements
The first country you choose doesn’t just set your launch date.
Compliance failures rarely surface at launch.
Ads don’t kill margin overseas.
Most brands launch everywhere at once.
Brands rarely fail to grow.
Most brands don’t lose internationally because they picked the wrong market.
You're already shipping to Europe. Start operating in it.
Amazon handed prep work back to sellers, and the consequences of getting it wrong land on you rather than on them. A carton that arrives wrong gets refused, refused stock sits somewhere earning nothing, and a launch date moves.
FBM keeps the things worth keeping. Your packaging, customer data & margin. It also puts Amazon’s performance metrics directly on your dispatch times, which is a comfortable trade at home and a much harder one from four thousand miles away.
On a marketplace, a slow delivery is the marketplace’s fault. On your own store it is yours. The box that arrives, the day it arrives and how easy it is to send back are all part of what someone bought, and they decide whether a first order becomes a second one.
Treated as a cost, a return is written off twice, once on the refund and again on the unit. Treated as inventory, a lot of it goes back on sale. What decides which of those happens is how quickly the unit gets looked at and how far it had to travel to be looked at.
Stock held inside the market it sells into arrives as a domestic delivery. No customs event on the order, and nothing for your customer to settle before the courier hands the parcel over. Ours sits in the UK, the Netherlands and the US, which covers...
End-to-end playbooks for cross-border growth
Pre/post-event intelligence tied to EU expansion
Supplements and EU health regulations
Cosmetics and personal care expansion
Sports & outdoor brand expansion into Europe
Selling clothing brands into European markets
CE marking, WEEE & compliance in Europe
Amazon, Otto, Zalando & European strategy
Market-by-market guides, incl. size & sector data
VAT, customs & import tax across EU markets
Selling requirements and extended producer responsibility rules
Warehousing, fulfilment & cross-border shipping
CMA CGM, one of the world's largest ocean freight operators, agreed to acquire FedEx Supply Chain for $1.4 billion on 1 July 2026, pending regulatory clearance. The acquisition adds 150+ warehouses and 240+ North American locations to CEVA Logistics, nearly tripling its US contract logistics footprint. CMA CGM simultaneously becomes a preferred ocean carrier for FedEx, with air freight collaboration also included in the agreement.
The strategic logic is consolidation: one of the world's largest ocean carriers combining with a major North American 3PL creates an operator capable of managing the full freight journey from factory gate to US warehouse to EU doorstep under a single commercial relationship. For US brands shipping goods across the Atlantic, the consolidation narrows the 3PL and ocean freight landscape at the top of the market.
For brands expanding into European markets, the deal signals the direction of logistics infrastructure. Large integrated operators with ocean, air, and ground capability are becoming the dominant commercial structure. The practical implication for smaller and mid-market US brands is that direct relationships with the largest carriers become harder to negotiate, while the integrated platforms — including 3PL providers operating within EU-local fulfillment models — absorb more of the end-to-end freight chain.
Brands with EU-local stock through Expandly's Netherlands warehouse are already positioned inside the EU logistics network — the transatlantic freight decision is a bulk inbound shipment, not an order-by-order logistics problem.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
The CMA CGM/FedEx deal reflects a broader consolidation pattern in global logistics: ocean carriers are acquiring ground and contract logistics capacity to offer end-to-end freight services across a single commercial relationship. For US brands expanding into Europe, this means the landscape of transatlantic freight providers is narrowing at the top, and building EU-local inventory mitigates dependence on any single provider for consumer order fulfillment. Expandly's EU fulfillment model separates the transatlantic freight question from the consumer delivery question — one bulk shipment clears customs and enters the EU, and every consumer order ships domestically from there.
EU Cross-Border Ecommerce
European cross-border ecommerce reached €108 billion in 2025, representing 25% of the total European online market. That demand creates a sustained transatlantic freight flow from US brands to EU consumers, which is exactly what this acquisition targets.
€108bn
Cross-Border Commerce Europe, 8th Edition, April 2026
EU Customs Regime July 2026
From 1 July 2026, every parcel entering the EU from outside carries a €3 customs charge per tariff heading. Brands with EU-local inventory clear customs once on the bulk import. Consumer orders ship from inside the EU without per-order customs exposure.
€3
Per tariff heading per consignment from 1 July 2026
EU Fulfilment, Centrally Located
Inventory held in Expandly's Netherlands warehouse ships from inside the EU, with no cross-border delays or import friction for your customers. Your stock is positioned where your buyers are.
2,000+
brands fulfilled with Expandly