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A six step process for effective expansion
Understand the opportunity and requirements
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
EU air freight volumes fell 14% in July 2026 according to IATA data. The cause is compound. The EU's €3 per-parcel customs levy, in force since 1 July 2026, has materially suppressed cross-border parcel volumes on China to Europe routes, and fewer parcels moving by air means fewer freighter flights on those routes.
This compounds a disruption that was already in place. China to Europe air cargo rates were up 75% above Q4 2025 levels even before the levy, driven by Middle East airspace disruption that constrained global hub capacity at Dubai, Doha and Abu Dhabi. Those hubs account for a significant portion of Asia to Europe air freight connectivity.
The result is an unusual combination. Demand is falling while rates remain elevated. The capacity removed from China to Europe routes as parcel volumes decline has not been replaced by other cargo types at equivalent economics, so available freight capacity is scarce and expensive.
The practical implication for EU ecommerce importers using air freight for Asia-sourced goods is that costs have not moderated with volume. Brands that assumed rate normalisation would follow the levy implementation have not seen it materialise.
Rail freight on the Chongqing to Liege corridor, at an 18 to 24 day transit, is gaining modal share as an alternative for shipments where speed is less critical than cost. For seasonal goods or non-urgent replenishment stock, the economics increasingly favour rail over air on China to Europe lanes.
Replenishing an EU warehouse in bulk and despatching domestically is how Expandly keeps client brands out of the China to Europe rate cycle altogether.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
The air freight data underlines a structural argument for EU in-market warehousing, supported by three converging cost pressures: elevated air rates, the new customs levy, and Middle East disruption that may persist. For a brand shipping direct to EU consumers from Asia, every one of those lands on the unit economics of each individual parcel rather than on a bulk movement it can plan around. Expandly's compliance-first onboarding sets up EU VAT registration and a stock position in our Netherlands warehouse, so replenishment moves in bulk by sea or rail and customer despatch happens inside the EU. Moving to that model before rates move again turns freight from a monthly surprise into a fixed input the brand controls.
China to Europe Air Rates
Rates on the main Asia to Europe lanes have not come back down with demand. For a brand still air-freighting individual orders, that premium is paid on every parcel rather than absorbed across a container.
+75%
Above Q4 2025 levels, driven by Middle East airspace disruption. Source: BSI Freight, FLEX logistics and The Loadstar, May to June 2026
European Ecommerce Revenue
Europe is growing fast enough to justify holding stock inside it rather than shipping each order across a border. Volume is what makes bulk replenishment cheaper per unit than air.
US$895bn
European ecommerce revenues in 2026, growing at 7.7% CAGR. Source: ECDB E-Commerce in Europe 2026 Report
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