The latest market data shows that as many as 59% of online shoppers in Europe regularly buy from foreign stores.
Forecasts are optimistic: by 2029, the value of the cross-border logistics market is set to exceed $200 billion.
This is not just a trend — it’s a real growth path for online stores that want to sell more, smarter, and at better margins.
But cross-border doesn’t forgive mistakes. Underestimated customs fees, VAT errors, or mishandled returns can swallow your margin faster than a Black Friday discount.
See how to get it right — before your customer buys… but not from you. Let’s dive in!
Cross-Border 2025 — still an option, or already a must?
Just a few years ago, selling abroad was the domain of big brands with huge budgets for marketing, integrations, and warehouses across multiple countries. Today, that advantage is fading fast. So, the question for 2025 is: can you really afford not to offer cross-border sales?
According to DHL eCommerce Insights, 59% of global shoppers already buy from stores outside their own country. In Europe, one in two consumers regularly checks foreign offers. And here’s what’s even more interesting: one in three buys from foreign stores every month — and it’s not just fashion or electronics. More and more, categories that rarely crossed borders before are now booming: organic products, supplements, home goods, and niche premium brands.
What’s driving this shift?
It’s not just about lower prices. What attracts buyers today is assortment — unique products they can’t find locally. A broader, more diverse selection (especially items they can’t buy at home) and global marketplaces that make it just a few clicks away. For stores, this means one thing: borders are no longer a barrier for business.
Forecasts don’t lie. The global cross-border e-commerce logistics market is expected to grow from $86 billion in 2024 to as much as $210 billion by 2029.
So, what about Poland? Poland is becoming Europe’s logistics hub, thanks to competitive costs, its strategic location, and improving infrastructure. Companies from Germany, Scandinavia, and the Benelux are increasingly choosing Poland for their warehouses and fulfillment centers.
What does this mean?
Cross-border is no longer an add-on — it’s becoming the core of your growth strategy. If you’re not thinking about export in 2025, you risk losing customers to competitors who treat the border as nothing more than paperwork.
What Really Attracts Shoppers to Buy Internationally?
Why does someone in Berlin order a candle from Poland, or a shopper in Prague wait a week for a delivery from Spain when they could buy something similar locally? The answer isn’t obvious — cross-border is not just about price anymore.
According to research, 51% of buyers still say lower prices are the main reason to choose delivery from abroad. But right behind it comes something just as strong: a unique product range. Many buyers look for products they simply can’t get at home. They want higher quality, or they’re hunting for things they can’t find locally. Interestingly, this “hunt for uniqueness” is growing strongest among younger groups — Gen Z and millennials, who love brands outside the mainstream.
For an online store, this is both an opportunity and a challenge. Cross-border opens the door to customers willing to pay more for something special. But that enthusiasm quickly vanishes if hidden customs fees, confusing VAT, or high return costs show up at checkout.
These logistics and returns barriers are often why carts are abandoned. According to Pitney Bowes, 43% of customers worry about customs costs and 46% are discouraged by long delivery times. Add tricky returns to the mix, and even the best offer won’t reach the customer.
So, what’s the takeaway?
Price, availability, and uniqueness work in your favor. But all that value disappears if your cross-border logistics aren’t rock-solid. Predictable delivery, clear costs, and easy returns are now the bare minimum if you want loyal international customers.
New barriers and rules: Why cross-border isn’t just packing boxes
Let’s finally ditch the romantic vision of cross-border sales — the idea that you just list a product, launch a campaign, and orders flood in from across Europe. The reality? It’s often tedious calculations, paperwork, and regulations that change faster than TikTok trends.
A recent example: the EU’s proposed €2 fee per package for low-value parcels (up to €150) from outside the EU. The goal? To curb the flood of cheap parcels from China. Sounds fair — but for store owners still shipping straight from Asia, it makes offering a competitive price harder than ever compared to brands that moved stock to local EU warehouses.
VAT in different EU countries
Don’t forget VAT. For the buyer, it’s often just a small note at checkout — but for an online store, especially one selling cross-border, it’s a maze of rules that can quietly stall growth.
Since 2021, any shop selling to consumers in other EU countries must apply the VAT rate of the buyer’s country (the destination principle). For small stores, this might sound like a formality — but in practice, without an OSS (One Stop Shop) or IOSS (Import One Stop Shop) system, you must register separately in each country where you sell more than €10,000 a year. To put this in perspective: the VAT on cosmetics is 19% in Germany and 23% in Ireland — so the wrong rate on an invoice can mean corrections, fines, and an unhappy customer waiting twice as long for delivery.
In 2023, many UK sellers who shipped to the EU without IOSS registration faced huge volumes of returns. Buyers often refused to accept packages when couriers asked for extra VAT and handling fees. As a result, products came back at the seller’s cost — often with import fees charged twice.
Don’t overlook the fine print. In Germany and France, marketplace checks are increasing. Amazon and eBay can suspend listings if sellers don’t have valid VAT numbers or local registrations. For big brands, that’s routine. For smaller stores, it’s a reason to hire an accountant — or partner with a fulfillment expert who handles it for you.
Returns: the silent margin killer
Another cost that’s often underestimated: returns. Shoppers in Germany, the Netherlands, or Scandinavia are used to free returns — and the seller covers the full logistics cost.
According to Statista, over 50% of German online shoppers returned at least one order in the past year. The average cost of handling a single cross-border return? €15–25 (including transport, handling, sorting, and restocking). On a €40 order, your margin vanishes instantly.
Big fashion players like Zalando or About You are testing paid returns, but mainly in their local markets. For smaller stores selling cross-border, a local return point or return warehouse is the standard. It saves you from shipping each item back to your main warehouse in Poland, which can cost more than the product itself.
Practical takeaway
If you’re planning cross-border sales, focusing only on the delivery price isn’t enough. You need a plan for:
✅ Proper VAT compliance in different countries (OSS/IOSS)
✅ Returns that meet local expectations (fast, low-cost, convenient for the customer)
Without this, your store can drown in costs before you build real sales abroad.
So, what does it mean?
Cross-border in 2025 isn’t just about asking “Should we sell abroad?” — it’s about asking “Where should we keep our stock so customs, VAT, and returns don’t eat us alive?”
Smart logistics starts with strategy — not with a shipping label. A trusted logistics partner who knows how to handle VAT and compliance can make all the difference.
What does a €50 parcel really cost? — China vs. local EU warehouse
Scenario:
A customer in Germany orders a product worth €50 from either:
– the seller’s warehouse in China, or
– a local EU warehouse (e.g., in Poland).
| Cost Element | Amount (€) | Comment |
|---|---|---|
| Product price | 50.00 | Store price |
| Delivery cost (average) | 8.00 | Long shipping time (10–14 days) |
| €2 fee for non-EU parcel | 2.00 | New EU regulation |
| VAT (19% in Germany) | 9.50 | Often paid by the customer on delivery |
| Courier handling fee | 5.00 | Collecting VAT = customs handling cost |
| Total cost to customer | 74.50 | Final doorstep cost |
Local EU Warehouse (Poland)
| Cost Element | Amount (€) | Comment |
|---|---|---|
| Product price | 50.00 | Store price |
| Delivery cost (average) | 6.00 | Faster delivery (2–3 days) |
| VAT (19% in Germany) | 9.50 | Already included — no payment on delivery |
| €2 fee | — | Not applicable — stock already in EU |
| Courier handling fee | — | None — VAT settled via OSS/IOSS |
| Total cost to customer | 65.50 | Predictable, fast, no hidden surprises |
Comparison:
| Scenario | Delivery Time | Final Cost | Risk of Extra Fees |
|---|---|---|---|
| China | 10–14 days | €74.50 | High — VAT, fee, customs |
| Local EU Hub | 2–3 days | €65.50 | Low — VAT settled upfront |
