How to set cross-border sales for an ecommerce business

  • 2023-05-10

Cross-border sales have become a crucial aspect of ecommerce businesses in today's global marketplace. As an ecommerce business owner, expanding your reach beyond your home country can unlock a whole new world of opportunities, providing access to new customers and markets.

In this article, we will provide insights and tips for US and UK sellers looking to expand to Europe, and how working with an all-in-one solution can cover all the needs for cross-border sales.

Entering the European market

Entering the European market after Brexit brings a lot of opportunities, as well as difficulties to ecommerce businesses. Here are the main benefits of selling on the EU market for UK and US businesses:

1. Greater Revenue Potential. The EU has a high level of disposable income, which means that consumers have more money to spend on products and services. See the infographic:

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2. Reduced Trade Barriers. The EU has a single market, which means that there are fewer trade barriers to cross-border trade within the EU.

3. Strong Growth. Ecom is growing rapidly in the EU. This creates a significant opportunity for UK and US sellers who specialize in ecommerce.

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However, selling in Europe from the US and UK comes with its own set of challenges: 

- Navigating complex regulations and customs requirements

- Ensuring timely and cost-effective shipping

- Complying with marketplace policies

And many others.

One of the most effective strategies for entering the European market after Brexit is to work with a 3PL company that has experience in European customs regulations and requirements. 

Third-party logistics (3PL) partners give you an opportunity to outsource ecommerce logistics processes, such as inventory management, warehousing, and fulfillment, to a third-party business. By utilizing 3PL providers, ecommerce sellers can leverage the tools and infrastructure necessary to automate retail order fulfillment.

How can a 3PL company be beneficial for your business?

Outsourcing complicated and time-consuming processes to third-party companies will bring numerous advantages to any business, trying to spread around the globe. Here are the main perks:

- 3PL partners can help you navigate the complex process of customs clearance and ensure that your products are compliant with European regulations and requirements.

- They can also give valuable insights into the market and help you navigate the cultural and linguistic differences.

- They provide a range of services, including fulfillment in Europe, final mile delivery, and ecommerce shipping solutions, all in one platform. 

- By working with 3PL companies, ecommerce businesses can ensure that their products are compliant with European regulations and requirements.

Working with a 3PL company can help you navigate the process and succeed in the European market. As an all-in-one solution, it will simplify the process of cross-border sales and make it easier for ecommerce businesses to succeed.

Fulfillment in Europe

One of the key challenges of cross-border sales is ensuring that products are delivered quickly, efficiently, and cost-effectively to customers. This is where fulfillment services come in. A fulfillment service is a third-party logistics provider that stores, picks, packs, and ships products on behalf of ecommerce businesses.

For cross-border sales, using a fulfillment service in Europe can provide a range of benefits: a business will be able to reduce shipping time and costs, give customers greater control over deliveries, and provide value-added services.

When selecting a fulfillment service provider in Europe, it's important to take into account a range of factors.

- Consider the location of the fulfillment center. Ideally, the center should be located close to your target customers to reduce shipping times and costs. 

- Look into the provider's experience and track record. Look for providers with experience in handling cross-border shipments and a proven track record of on-time delivery and customer satisfaction. 

- Consider the provider's technology and integrations. Look for providers that offer real-time tracking information and integrations with popular ecommerce platforms such as Shopify and WooCommerce.

By reducing shipping times and costs and improving the customer experience, fulfillment service can help ecommerce businesses navigate the complexities of cross-border sales.

Final mile delivery

Final mile delivery refers to the last leg of the delivery process, where products are delivered directly to the customer's doorstep.

In Europe, final mile delivery can be particularly complex due to the varying regulations and customs requirements across different countries. For example, certain countries may have specific requirements around the labeling or packaging of products, while others may have restrictions on certain types of products.

To navigate the challenges of final mile delivery, it's important to work with a shipping partner with experience in cross-border shipments and knowledge of the local requirements. Look for shipping partners that offer a range of delivery options and have a proven track record of on-time delivery.

Amazon Preparation

Amazon is one of the most popular ecommerce platforms in the world, and for many ecommerce businesses, it represents a significant opportunity for cross-border sales.

However, this platform has strict guidelines for product listings, packaging, and labeling, and failure to comply with them can result in your listings being removed or your account being suspended.

Work with a partner that has in-depth knowledge of Amazon's requirements and can help you navigate the process of creating and optimizing your listings, packaging, and labeling. Such a partner can also provide valuable insights into Amazon's search algorithms and help you optimize your listings.


Cross-border sales can be a powerful strategy for ecommerce businesses looking to expand their reach in Europe. However, it is essential to use specific strategies to overcome numerous challenges on your way. Working with a fulfillment service provider in Europe, finding the right shipping partner with experience in final mile delivery, complying with Amazon's requirements for cross-border sales can be easily organized if you have a trustworthy and experienced 3PL partner like WAPI.

By reaching out to 3PL companies, ecommerce businesses can improve their customer experience, reduce shipping times and costs, and ensure compliance with regulations in Europe. They provide the whole range of services needed to enter international markets, becoming an excellent option for ecommerce businesses looking to streamline their operations and expand their reach globally.