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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
DHL Globalmail suspended UK-to-EU parcel shipments from 24 June 2026. The carrier confirmed the reason: the Globalmail product has no Delivered Duty Paid solution for the EU's €3 per-item customs charge, which went live on 1 July 2026. This is a carrier readiness failure, not a policy exclusion. DHL Express, which is a separate product with its own infrastructure, is unaffected.
The distinction between DHL Globalmail and DHL Express matters. Globalmail is a bulk mail product built for high-volume, lower-cost UK-to-EU parcel flows. DHL Express is a fully integrated express carrier with customs infrastructure that can handle Delivered Duty Paid shipments. Brands that have been using Globalmail for cost efficiency on UK-to-EU routes no longer have that option. They need to move to a DDP-capable service before EU consumer orders ship.
The EU €3 customs charge applies per tariff heading within each consignment. Delivered Duty Paid is the billing model where the shipper absorbs the customs charge on behalf of the consumer at the point of sale. Without a DDP-capable carrier, brands either pass the customs cost to the consumer at delivery — damaging conversion — or absorb it themselves outside of a controlled billing arrangement. Neither is sustainable at volume.
The carrier readiness gap that DHL Globalmail illustrates was flagged in advance. In late May 2026, carrier CEOs from DHL, FedEx, and UPS wrote jointly to EU finance ministers warning of potential border hold-ups at the July 1 implementation date. DHL had also publicly recommended Delivered to Party billing to US merchants as an interim approach. The suspension of Globalmail confirms that the warning was not precautionary — it reflected a genuine infrastructure gap for certain carrier products.
Brands fulfilling EU orders from our Netherlands warehouse ship from inside the EU — EU consumer orders never cross an external customs border, so the DDP question doesn't arise on the consumer delivery side.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
DHL Globalmail's suspension is one data point in a wider pattern: the EU €3 customs regime has exposed the difference between carriers that have DDP infrastructure and those that don't. For brands building a UK-to-EU shipping strategy, carrier selection is now a compliance question, not just a cost and speed question. Expandly's EU fulfillment model removes the carrier DDP dependency for EU consumer orders — goods cleared customs once on the bulk inbound shipment to our Netherlands warehouse, and every EU consumer order ships domestically from there. That removes the carrier DDP question entirely for EU consumer deliveries.
EU Cross-Border Ecommerce
European cross-border ecommerce reached €108 billion in 2025, representing 25% of the total European online market. That demand exists regardless of the customs regime — the question is which fulfillment model captures it without absorbing per-order customs costs.
€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. No duty-free threshold exists below that level. Brands on DDP-incapable carrier products face an immediate fulfillment route change or cost absorption on every EU consumer order.
€3
Per parcel, per tariff heading, 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