Expanding internationally comes with its own set of challenges—but you don’t have to reinvent the wheel. In this track, we heard from global brands about their expansion journeys, the hurdles they faced, and what it takes to successfully ship across borders. Check out key takeaways and expert advice on scaling globally:
The East eats the West for breakfast in digital commerce
Imagine going out for dinner with your family, and your grandma orders her meal using a QR code. After dinner, you hail a taxi via your mobile, rent a power bank to keep your phone charged, pay for drinks with facial recognition, and enter the metro simply by waving your hand.
Welcome to a typical evening in China, one of the world’s most digitally advanced societies.
John Lin, China Tech Expert and Ex-Bol.com, shared his insights on how China has rapidly transformed from a follower to a global leader in digital commerce. Let’s explore how China’s digital growth is reshaping the global retail landscape and the trends that could inspire innovation worldwide.
From imitator to innovator
China was once known for copying Western innovations, but now they’re setting the trends.
Over the past decade, China’s digital growth has surpassed global expectations. Online retail in China has surged, significantly outpacing other regions.
In fact, online sales account for nearly 46% of all retail in China, compared to about 19% in the US and just 15% in Europe.
Dare to leapfrog
China has leapfrogged traditional e-commerce in many ways. TikTok, for example, transformed social commerce. Realizing users spent hours daily on the app, TikTok integrated instant buying features, creating a smooth shopping experience that skipped traditional checkout steps.
China also takes AI innovation further with influencer marketing. Platforms allow influencers to record short videos, and AI generates realistic promotional content featuring the influencer without additional recording sessions.
Moreover, you don’t need to be an e-commerce expert in China to succeed. You simply need strong content creation skills. Specialized applications handle from marketing and logistics to payment processes, allowing content creators to monetize their popularity without complex technical knowledge directly.
AI-Powered Fashion: The Shein story
Shein showcases China’s innovative approach differently. Instead of competing domestically, Shein focused on global markets. The brand has revolutionized fast fashion by using AI to gather extensive consumer data: tracking trends, hashtags, popular colors, and styles online.
Unlike traditional fashion retailers, Shein skips many standard production and marketing steps, directly translating consumer interests into sellable products within days rather than weeks or months.
Their rapid cycle, from trend detection to product delivery, enabled Shein to surpass giants like Zara in the US market in just 3-4 years.
Omnichannel excellence: The best of both worlds
Although almost everything, including cars, can be purchased online and delivered directly to your doorstep, physical stores remain integral. Instead, they’ve evolved into interactive spaces combining digital convenience and real-world experiences, creating a powerful omnichannel environment.
An example of that are Nike stores. Customers can visit physical stores to test gear interactively, like playing basketball in-store to experience shoes firsthand, then easily complete their purchases online. Nike’s physical locations serve as interactive spaces where consumers truly engage with products, enhancing the buying experience.
Sustainable business is smart business
Rapid digitalization also creates environmental challenges. China addresses these proactively through gamification, incentivizing eco-friendly behaviors.
Digital rewards motivate consumers to adopt sustainable practices like recycling, choosing eco-friendly transport, and even contributing to environmental projects.
For example, some apps allow consumers to donate small amounts with each purchase to plant trees, effectively combining shopping with sustainability.
Final thoughts
China’s rapid transformation offers critical lessons:
- Dare to leapfrog: Incremental steps are outdated, leap forward decisively.
- Master omnichannel experiences: Digital and physical spaces must complement, not compete.
- Build responsibly: Sustainable business isn’t just good ethics; it’s essential for long-term success.
China’s digital development isn’t merely a story of growth. It’s a blueprint for global innovation to remain competitive in our rapidly digitalizing world.
Beyond Borders: delivering excellence locally
In this session at Sendcloud Connect, Thijs Boots, CSO at CIRRO E-Commerce, and Vicky Raman, Marketing & Operations Director at Modere Europe, discussed the shift towards localized last-mile delivery solutions, emphasizing the importance of agility, data-driven logistics, and proactive customer communication.
Why localized delivery matters
As businesses expand beyond borders, traditional global carriers like DHL and UPS can struggle to offer the flexibility and speed needed for an efficient e-commerce operation. CIRRO aims to address these gaps by providing faster, cost-effective, and sustainable alternatives, allowing businesses to choose from their direct network or regional carriers like PostNord and Royal Mail for last-mile delivery. This approach improves delivery speed and improves the overall customer experience, key elements for staying competitive in today’s e-commerce landscape.
Key takeaways from the session:
✅ Proactive communication is key: Instead of waiting for customers to reach out, proactive communication about delays can significantly boost customer satisfaction. Vicky Raman from Modere shared, “The worst thing in our business is for a consumer to reach out to us first. We aim to proactively communicate issues before they ask.”
✅ Data-driven logistics for transparency and efficiency: Using real-time tracking and weekly performance reports, businesses can gain valuable insights into their logistics processes. These reports help identify potential issues, such as delayed parcels, which could affect customer satisfaction. CIRRO’s approach ensures visibility from warehouse to final delivery, allowing merchants to address challenges quickly.
✅ Social commerce demands fast and reliable shipping: For social sellers and direct-to-consumer brands, shipping speed and reliability are essential to maintain customer trust. Modere, for example, switched to localized solutions with CIRRO to improve delivery times, an important factor for retaining customers in the competitive world of social commerce.
How businesses can benefit from localized shipping:
- Flexibility: The ability to switch carriers during high-demand periods or disruptions helps prevent delays and maintain reliable service.
- Customer-centric delivery: With localized solutions, businesses can provide faster deliveries, reducing the risk of delayed orders that could damage customer relationships.
- Better scalability: As businesses grow, having the option to use regional solutions that align with local demand helps optimize operations without compromising on customer satisfaction.
Final thoughts
Localized last-mile delivery and data-driven logistics are crucial for businesses seeking to scale and maintain a competitive edge in a global market. By proactively managing deliveries, leveraging real-time data, and communicating transparently with customers, companies can strengthen their logistics strategy and enhance the customer experience.
For more insights on international shipping and how to effectively localize your customer experience when selling internationally, check out our International Shipping Guide and our blog on how to localize your CX when selling internationally.
How multi-warehouse fulfillment is key to successful international expansion
Expanding internationally is an exciting opportunity for e-commerce businesses, but it doesn’t come without challenges. Long delivery times, high shipping costs, decreased conversion rates, and the complexity of managing multiple warehouses can turn international logistics into a nightmare. However, adopting a multi-warehouse fulfillment strategy can turn these challenges into a competitive advantage.
Challenges of Shipping Internationally
When expanding internationally, companies often face:
- Long delivery times, causing customer dissatisfaction.
- High shipping costs, leading to 46% of consumers abandoning their shopping carts.
- Lower conversion rates and customer satisfaction due to logistical inefficiencies.
- Complexity in managing inventories across multiple international warehouses.
Ignoring these challenges can significantly hinder growth and customer loyalty.
Trends & developments for 2025
E-commerce logistics are rapidly evolving, driven by consumer expectations and market dynamics:
- 25% tariffs on goods from the European Union to the US prompt businesses to localize stock to save costs.
- 72% of consumers now demand same-day or next-day delivery, making rapid fulfillment non-negotiable.
- Preference for sustainability: Over 35% of consumers are willing to pay extra for eco-friendly shipping.
- Dominance of marketplaces like Amazon and Bol.com, which will handle up to 75% of e-commerce sales and require local fulfillment.
- Growing competition from cross-border e-commerce players, particularly from emerging markets entering western regions.
“Stock Local, Ship Local”
To meet evolving customer expectations and overcome competitive pressures, businesses must act urgently by adopting multi-warehouse strategies:
- Faster delivery: Stocking products locally dramatically shortens delivery times.
- Lower costs: Local warehouses reduce shipping expenses by avoiding international tariffs and costly transport.
- Higher conversions: Offering market-specific payment options, like cash on delivery in Italy and Spain, significantly boosts conversions.
- Sustainability: Local warehouses minimize transportation distances, thus reducing carbon footprints.
- Improved customer satisfaction: Faster, localized shipping improves the customer experience and builds loyalty.
Case study: Bears with Benefits
Bears with Benefits faced a logistics nightmare when shipping all international orders from a single warehouse in Germany:
Problems
- Slow fulfillment due to centralized shipping.
- High international shipping costs.
- Poor customer experiences due to slow deliveries and limited payment options.
- Complex and expensive international returns.
Solution via Salesupply
- Multi-warehouse fulfillment: Integrated six strategically placed warehouses through one platform.
- Automated inventory management: Stock always available where needed.
- Localized payments and carriers: Boosted orders dramatically (e.g., COD in Italy and Spain).
- Integrated local returns: Simplified returns for better customer experiences.
Results
- Up to 70% faster delivery across Europe.
- Significant cost reductions in shipping and logistics.
- Increased customer satisfaction: Enhanced by rapid, locally optimized delivery.
- Easier scalability: Set for further international growth.
- Quick market entry: Digital sales channels operational in weeks rather than months.
Bears with Benefits successfully transitioned from logistical challenges to streamlined global operations, optimizing fulfillment through strategic multi-warehouse placement.
In conclusion, international expansion through multi-warehouse fulfillment isn’t just smart—it’s essential for staying competitive, sustainable, and customer-centric in a rapidly evolving e-commerce landscape.
