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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
Home Delivery World runs for three days at the Orange County Convention Center in Orlando, and the organiser bills it as the world's most important ecommerce logistics event. The programme sits squarely on delivery cost, speed, supply chain visibility, automation and reverse logistics, and the floor mixes retailers and brands with carriers, 3PLs, fulfilment providers and technology vendors.
The 2026 edition drew more than 3,000 registered attendees from 1,400 companies and 34 countries, with more than 200 speakers across more than 100 sessions. Those figures belong to 2026. The organiser has not published projections for 2027, so read them as the shape of the event rather than a forecast.
Orlando gathers both sides of the delivery relationship. Retailers, brands and grocers turn up with a cost or a speed problem, and carriers, 3PLs, fulfilment providers and technology companies turn up to solve it. At the 2026 edition the organiser reported that 70% of attendees held purchasing authority or influence over it, which tells you how the exhibitors pitch.
The centre of gravity is American. That is worth knowing in advance, because the delivery expectations and returns economics being debated on stage are US ones, and they do not transfer cleanly to European shoppers.
If your delivery costs are the thing holding back margin at home, this is one of the strongest rooms in the calendar for it, and the vendor density means you can run a serious comparison in three days. Where it is weaker is Europe. The carriers, the shopper expectations and the returns maths on that floor are American, so a US brand planning a European launch should treat Orlando as the place to sharpen the questions rather than the place to find European answers. Go, learn how the best operators think about cost per parcel and reverse logistics, then test every one of those assumptions against a market where next-day domestic delivery is the baseline and returns come back to an address a few hundred miles away rather than across an ocean.
Operators who own the delivery profit and loss at retailers, brands and grocers. The most useful people on the floor for a growing brand, because they have already made the mistakes you are about to price.
Parcel networks and last-mile specialists working the US market. Strong on density economics and delivery windows, though very few of them will be the answer to a European delivery promise.
Warehousing and fulfilment operators, some with international footprints worth asking about. If a provider claims European coverage, this is a good floor on which to interrogate what that actually means in practice.
A category that has grown into its own section of the programme. Relevant well beyond the US, because returns are where an unexamined European launch tends to lose its margin.
The organiser builds the programme around reducing delivery costs, supply chain visibility, delivery speed, customer experience, automation and AI, and reverse logistics. Session titles below are indicative of those confirmed themes rather than a published agenda, and for a brand with Europe on the roadmap the returns content repays the most attention.
The spine of the event, and the reason most brands buy a ticket. Network design, carrier negotiation, zone strategy and the arithmetic of cost per parcel. The thinking transfers to Europe even when the numbers do not, since the underlying question of how close your stock sits to your customer is the same everywhere.
Returns have earned their own place on the programme, and rightly so. Expect content on returns cost, processing, resale and the customer experience around them. This is the track a US brand looking at Europe should sit through twice, because European shoppers expect easy local returns and a cross-border return to a US address is slow enough to erase the margin on the original order.
Warehouse automation, forecasting and the supply chain visibility layer that sits over both. The vendor claims run hot here, so the useful sessions are the ones where an operator walks through what they deployed and what it returned. Relevant to Europe mainly as a way to judge which providers can actually support a second continent.
How the delivery promise shapes conversion, repeat purchase and brand perception. Worth attending with a European filter on, since the baseline expectation differs by market. What reads as a premium service level in parts of the US is closer to the minimum a Dutch or German shopper assumes.
These are the themes the Events Intelligence record points to for Orlando in May, and the block will be rebuilt around actual coverage as the event approaches.
The 3,000+ registered attendees, 1,400 companies, 34 countries, 200+ speakers, 75+ start-ups, 200+ sponsors and 100+ sessions all describe 2026. Nothing has been published for 2027, so treat those numbers as a description of the event's scale and not as a projection of what May will bring. The dates and the Orlando venue are confirmed.
Reducing delivery costs leads the organiser's own list of themes, ahead of speed, visibility and automation. That ordering has held for several editions now. It reflects a market where growth has stopped covering for an expensive network, which is exactly the pressure that pushes brands to look at holding stock closer to the customer, in Europe as much as in the US.
Returns now sit alongside cost, speed and automation as a named pillar of the programme rather than a single afternoon panel. For a US brand planning a European launch this is the most portable content on the agenda, because returns are the line item that most often turns a promising European forecast into a disappointing one. European shoppers expect easy returns and expect them handled locally.
At the 2026 edition the organiser reported that 70% of attendees held purchasing authority or influenced it, alongside 1,400 companies on the floor. That density is the practical case for going: three days of provider comparison that would otherwise take a quarter of scheduled calls. It also means the exhibitor pitch is direct, so arrive with your own criteria written down.
A US brand that has spent three days in Orlando learning how to shave cost out of a domestic network has learned something genuinely valuable, and something that will mislead it in Europe. The geography is different, the carrier landscape is different, and the shopper's baseline expectation is different again. In the Netherlands and Germany, next-day domestic delivery is close to the minimum, and neighbouring markets are reachable within a day or two by road from a single well-placed warehouse. Shipping each order from a US facility cannot meet that, whatever the carrier contract says.
Expandly builds the European delivery operation and the registrations that sit under it as one sequence, using the Global Expansion Pathway (GEP™) so the fulfilment decision and the tax and compliance decisions are taken together. Our Netherlands warehouse is the usual starting point, for the reasons the Orlando cost sessions would predict.
From a well-placed EU warehouse, next-day domestic is normal and the neighbouring markets are a day or two away by road. That is the bar, not the upsell.
1–2 days to neighbouring EU markets by roadCustoms treatment of low-value goods entering the EU is tightening, which raises the landed cost of every parcel sent from the US and adds delay the customer sees.
Rising landed cost per US-shipped orderThe Global Expansion Pathway (GEP™) is how Expandly sequences the warehouse, the VAT registrations and the compliance work as one build for 2,000+ brands.
GEP™ Global Expansion PathwayHome Delivery World 2027 runs from May 25–27 2027 at the Orange County Convention Center in Orlando, Florida. It is a three-day conference with an exhibition floor. Ticket pricing is not published in the source we hold, so check the organiser site for current rates.
The 2026 edition drew more than 3,000 registered attendees from 1,400 companies and 34 countries, with more than 200 speakers across more than 100 sessions, and the organiser reported that 70% of attendees held purchasing authority or influence. No figures have been published for 2027. The room mixes retailers, brands and grocers with carriers, 3PLs, fulfilment providers and technology companies.
Partly. The thinking on cost per parcel, network design and returns is portable, and that is genuinely worth three days. The specifics are not: the carriers, the geography and the shopper expectations on that floor are American. Use it to sharpen your questions, then answer them against European conditions, where local stock and a local returns address do most of the work.
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 neighbouring 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, and cross-border returns to the US are slow and expensive enough to erode margin. A local returns address and process in-market keeps costs down and meets the expectation, which is why fulfilment and reverse logistics are planned together.
Customs rules on low-value goods shipped into the EU are tightening, which raises the landed cost of shipping direct from the US to European consumers. Holding stock inside the EU avoids per-order import friction, because goods clear customs once in bulk rather than parcel by parcel. Confirm current thresholds before modelling costs.
Three days of serious argument about cost per parcel, delivery speed and returns is worth the flight if delivery economics are what stands between you and better margin. The part Orlando cannot give you is what those same numbers look like on the other side of the Atlantic.
We can model that side for you: what a European warehouse changes about your landed cost, what a local returns process actually costs to run, and which registrations have to be in place before any of it ships. Bring us the vendor claims you collected on the floor and we will tell you which of them hold up in the markets you are aiming at.
If Orlando is in your May and Europe is on your roadmap, a short conversation first will make the three days count for more.