How US eCommerce brands can expand into Europe

Let’s be real: selling into Europe sounds like a dream. Gorgeous customers with excellent taste, booming eCommerce markets, and the chance to say “international brand” without exaggerating on your pitch deck.

But here’s the rub - Europe is beautiful, complex, and full of rules. And when you’re a US-based eCommerce brand looking to grow, that complexity can feel like a full-time job in itself. That’s where we come in.

This guide breaks down the most common hurdles (hello, VAT), gives you the tools to streamline fulfilment across multiple countries, and shares how to make your brand feel like a local favourite - even from across the pond.

Why expand into Europe?

Before we get into the nuts, bolts, and border taxes, let’s quickly touch on why this move makes sense for US eCommerce brands.

• Big markets, big spenders: The European eCommerce market is worth over $600 billion and projected to hit $900 billion by 2028 - with mature online shopping habits in the UK, Germany, France, and beyond.
• High demand for US brands: American products are often seen as high-quality and aspirational. (You have fans. You just haven’t met them yet).
• Diversification: Relying on one market is risky. Spreading sales across the Atlantic helps future proof your business.
• Borderless buzz: Social media is global. If you’re going viral in the UK, you better be ready to fulfil those orders.
  
  

The problem? It’s not just one market

Here’s the first thing to wrap your head around: Europe is not the United States with an accent. It’s not even the United Anything. Selling in Europe means navigating multiple languages, laws, currencies, and consumer behaviors.

Still worth it? Absolutely. But only if you plan smart and partner wisely.

Tackling VAT and customs without losing your mind (or margin)

Ah, VAT. Europe’s favourite three-letter acronym, and every US seller’s least favourite surprise.

What is VAT?

Value Added Tax (VAT) is a sales tax that’s applied at every stage of the supply chain in most European countries. But unlike US sales tax, it’s baked into the price, so European shoppers expect to see a final price that includes tax.

Fail to register for VAT properly? Your goods might get stuck at customs, your customers might face surprise fees, or worse - you could face fines.

What you need to know:

• VAT registration is country-specific: If you store stock in Germany and France, you need VAT numbers in both.
• Use the IOSS for smaller orders: The Import One-Stop Shop (IOSS) scheme makes life easier for low-value B2C orders under €150. It lets you collect VAT at checkout and clears customs faster.
• Don’t DIY the paperwork: It’s painful, slow, and easy to get wrong. Work with a VAT partner or use a fulfilment provider (like, ahem, us) who already has the expertise built in.

Top tip: Include duties and VAT at checkout where possible (known as DDP - Delivered Duty Paid). Nothing ruins customer trust faster than a surprise €40 bill when their order arrives.

Managing logistics across the continent (it’s a long way from Lisbon to Leipzig)

One of the biggest mistakes we see US brands make? Thinking you can ship everything from your domestic warehouse and call it a day.

Spoiler: international customers aren’t willing to wait 3 weeks for shipping - especially not when Amazon delivers in two days.

Option 1: Cross-border from the US

• Good for testing the market
• Slower delivery times
• Expensive shipping and customs charges
• Painful returns process

Option 2: Local fulfilment in Europe

• Faster, cheaper shipping
• Reduced customs delays
• Happier customers
• Easier returns
• Requires a partner who knows what they’re doing (spoiler alert: that’s us again)

At fulfilmentcrowd, we’ve helped US brands break into Europe without breaking a sweat. Our Netherlands-based fulfilment center is strategically placed to ship into the EU and UK quickly - plus, we handle all the messy stuff (looking at you, EORI numbers).

Need multi-site fulfilment? We’ve got the network to make it scalable. Need batch tracking, multi-language inserts, or branded packaging? That’s all in a day’s work.

Localizing marketing and messaging (so you don’t accidentally offend the French)

You’ve cracked US copywriting. You know your audience. You’re witty, on-brand, and crushing your ad ROAS.

Now forget everything. Because Europe = new audiences, new norms, new rules.

Language matters

And no - automatic translation won’t cut it. Invest in proper, culturally aware localization for:

• Product descriptions
• Emails and SMS
• Packaging inserts
• Checkout pages

Humor doesn’t always translate

Sarcasm might work wonders in New York, but it could fall flat (or worse, offend) in Frankfurt. Know your audience, and test your tone.

Trust signals vary

In the US, PayPal and credit cards are king. But in Europe?

• Netherlands: iDEAL
• Germany: Klarna, SOFORT
• France: Cartes Bancaires
• Spain: Bizum

Offering local payment methods dramatically reduces cart abandonment.

Delivery expectations shift too

UK shoppers expect next-day. Germans want precision. French customers might be fine waiting a couple of days, but expect elegance and clarity.

Moral of the story? Talk to locals. Or better yet, work with people (like us) who already do.

Bonus tip: Returns can make or break you

Want to scare off European customers fast? Make them ship returns all the way back to the US.

Returns are a huge part of the customer journey in Europe, especially in fashion and lifestyle. And they expect them to be:

• Fast
• Local
• Easy
• Free (if possible)

We help brands set up local returns in the EU and UK, with smart systems that track items, update your inventory in real time, and make the whole process less… annoying. Discover how to optimise your cross-border returns here.

Platform power: Tech that talks across borders

Your tech stack needs to handle:

• Multi-currency and multi-language
• Localised checkout and shipping rates
• VAT and customs data per SKU
• Inventory split across warehouses
• Real-time carrier updates

The good news? fulfilmentcrowd’s platform is built to handle this. One dashboard. No switching tabs. No panic-searching your inbox for a tracking number from three weeks ago.

We integrate with Shopify, BigCommerce, WooCommerce and more, giving you total visibility wherever your customers are.

US Brand, European presence

You don’t need to be a massive enterprise to go global. But you do need the right mindset and support.

Here’s what we recommend:

• Start with one core market: UK and Netherlands are great launch pads - fluent in English, with high demand for US brands.

• Test before you commit: Try shipping small volumes cross-border. Monitor delivery times, customs issues, and customer feedback.

• Work with a fulfilment partner who ‘gets’ it: This isn’t the time for trial-and-error. Fulfilment in Europe isn’t just about moving boxes; it’s about data, compliance, and experience.

• Plan for growth: Build your tech, team and logistics to scale. Don’t get caught off guard by a sudden influx of orders after a viral campaign.

Ready to grow your brand across the Atlantic?

Europe might feel like a maze of red tape, taxes, and tricky translations, but it’s also a massive opportunity. And with the right approach, you can make your mark without losing sleep (or customers).

At fulfilmentcrowd, we help US brands:

• Get registered and set up for VAT
• Streamline European fulfilment
• Localize the customer experience
• Stay flexible and scalable

So if you're ready to take on Europe - without the drama - let’s talk.