Where is cross-border e-commerce headed? – eCommerce magazine


Of course it is impossible not to mention the impact of the pandemic when speculating about the future of European e-commerce. The most popular product categories due to the pandemic include fashion, groceries, and drugstore items. While shopping for fashion online has always been popular, groceries and drugstore items are definitely two notable new additions. It is noteworthy that purchases for the latter categories increased the most in the countries hardest hit by Covid-19, such as Spain and France. There are strong indications that these new shopping habits will continue even as the world returns to a more normal state.

The western and eastern parts of Europe is currently moving in different directions in e-commerce. In Western Europe, which is characterized by highly developed digital behavior and relatively mature e-commerce markets, values ​​such as sustainable deliveries and origin labeling have gained in importance in recent years. In the lower-consumption Eastern European countries, the widespread expansion of the Internet began much later. But in recent years, e-commerce is growing in countries like the Baltic States, Hungary, the Czech Republic and others. And it’s growing fast. If, as an online retailer, you are thinking of expanding into the Eastern European markets, now is the right time to do so.

Cross-border e-commerce still offers great opportunities

There are also in Western Europe there are still great opportunities for cross-border e-retailers to find markets with great potential. The Spanish e-commerce market is one of the fastest growing in Europe, with 90 percent of the adult population shopping online. Spanish consumers also like to make their online purchases abroad. And even if Amazon is the most visited platform in Spain, there is still enough space for other players. The situation in Italy is very similar to that in Spain. A very fast growing market, at the same time the proportion of the population who shops online is still comparatively low. An opportunity that led online retailers to invest in Italy. For example, Zalando opened a warehouse near Verona in spring 2020.

Sustainability in the e-commerce retail chain is something that will become increasingly important for end users in the years to come. And while a majority of e-commerce consumers in Europe are not yet ready to pay extra for greener deliveries, a growing number of consumers are of the opinion that it is important that delivery companies work to reduce their environmental footprint as much as possible minimize. It is also clear that large, global logistics companies have noticed these signals from consumers. Some of them have initiated very ambitious programs to reduce their environmental impact as quickly as possible, for example by investing heavily in electric delivery vehicles.

Direct link creates limitless e-commerce solutions for global deliveries. We adapt solutions that expand our customers’ markets around the world. As part of the PostNord Group, Direct Link combines corporate stability with entrepreneurial flexibility. We know that there are individual needs when it comes to delivery. That is why we will never be satisfied with standardized solutions: Yes, we find the way

>> Here you can access Direct Link’s “E-Commerce in Europe” report on the e-commerce perspective in twelve European countries.

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About the author: Olof Källgren is Market Information Manager at Direct Link. Direct Link is a subsidiary of PostNord, the Swedish-Danish Post.