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The first country you choose doesn’t just set your launch date. It sets your logistics footprint, your working capital cycle and your compliance load for everything that follows.
Compliance failures rarely surface at launch. They surface six months later, when cash is tighter, growth has accelerated, and unwinding the mistake costs more than getting it right would have.
Ads don’t kill margin overseas. The supply chain does, longer lead times, more customs exposure, more fulfilment nodes, more currency movement, all multiplying the moment you cross a border.
Most brands launch everywhere at once: Shopify, Amazon, eBay, TikTok, wholesale and retail, all in the same market in the same month. That’s channel chaos, not scale. We stabilise your platform first...
Brands rarely fail to grow. They fail by growing too early, pouring spend and ambition onto governance that isn’t structured, logistics that can’t absorb it, and channels that were never sequenced. Once Explore...
Most brands don’t lose internationally because they picked the wrong market. They lose because they never built a roadmap at all, so expansion becomes a series of launches and reactive fixes...
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
LogiMAT is one of Europe's major intralogistics and supply chain trade fairs, held annually in Stuttgart. It covers warehousing technology, material handling systems, and fulfillment automation across every part of the modern supply chain.
This is a logistics-industry show first, so it's not a natural home for an ecommerce brand founder. It's worth the trip because the providers exhibiting here, not the session content, are the ones who could realistically run your European fulfillment operation, which makes it worth a targeted visit rather than a full agenda walkthrough.
LogiMAT is built for the people who design and run supply chains, not directly for ecommerce brand founders. Still, if you're planning to hold stock in Europe, this is where the warehousing and fulfillment technology providers who could run that operation for you are exhibiting in force.
Founders and operations leads researching warehousing options ahead of a European launch.
Teams evaluating new technology and providers for existing EU fulfillment operations.
Companies showcasing warehousing and delivery capabilities to potential ecommerce clients.
Four tracks anchor the confirmed agenda.
Covers robotics, automated storage and retrieval systems, and the technology reshaping how European warehouses operate.
Sessions on order fulfillment speed and last-mile delivery across European markets, directly relevant to brands weighing delivery promises.
Covers building supply chains that withstand disruption, from inventory strategy to multi-country distribution networks.
Sessions on sustainable packaging, returns handling and the circular economy themes increasingly built into EU logistics operations.
Preview themes to expect at LogiMAT 2027, based on how European supply chain technology has been trending.
European 3PLs and fulfillment providers continue investing heavily in automation to manage rising order volumes. For a US brand choosing a fulfillment partner, this means faster and more reliable order processing than a manual warehouse setup.
Germany and the Netherlands continue to anchor most multi-country EU fulfillment networks. A single, well-placed warehouse can realistically cover several major EU markets within a day or two of delivery.
EPR and packaging rules are pushing logistics providers to rethink packaging materials and returns handling across the EU.
Most US brands planning a European launch focus on VAT and marketplaces first, but fulfillment is what shoppers actually feel. LogiMAT is where the technology and providers behind fast, reliable EU delivery show up in one place.
Choosing the right fulfillment setup early avoids rebuilding your operation later as you add EU markets.
A Netherlands warehouse can typically reach Germany and neighboring EU markets by road in just 1-2 days, making it a popular hub for fast delivery.
1-2daysBrands storing more than 50,000 kg of packaging per year in the Netherlands must register under Extended Producer Responsibility rules for that volume.
50,000kg/yearAmazon's Pan-EU program covers seven core markets, and storing stock in any one of them triggers a local VAT registration obligation there immediately.
7core marketsLogiMAT is one of Europe's major intralogistics and supply chain trade fairs, held annually in Stuttgart, covering warehousing technology, material handling and fulfillment systems.
If you're planning to hold stock in Europe, LogiMAT is where the warehousing and fulfillment technology providers who could run that operation exhibit, making it useful even if you're not a logistics company yourself.
Yes. Even a single-warehouse setup benefits from understanding modern fulfillment technology and provider options, and LogiMAT is one of the best places in Europe to see that in one place.
Germany is the largest EU ecommerce market by sales, so being close to it has real advantages, but the Netherlands generally wins on VAT registration speed and central reach across multiple countries. Many brands use a Netherlands warehouse specifically to serve Germany without registering there first.
Hold stock in an EU warehouse so orders ship locally, fast, and at lower cost than shipping each parcel from the US. A central location such as the Netherlands reaches Germany and neighboring markets within a day or two by road. Returns also need a local address, since cross-border returns are slow and expensive.
Returns are a core cost, not an afterthought. European shoppers expect easy returns; cross-border returns to the US are slow and expensive. A local returns address keeps costs down.
If fulfillment is the piece of your EU launch you haven't nailed down yet, this is the show to walk it through.
Expandly runs fulfillment for US ecommerce brands out of our Netherlands warehouse as part of the Global Expansion Pathway (GEP™), alongside VAT registration and compliance. We can put together a briefing ahead of the show so you know exactly what a European fulfillment setup would look like for your brand. Want to talk through your options?