I have spent two decades watching e-commerce brands stumble into the same European trap. They build a great product, win their home market, look at the map, see "the EU" — one giant economic bloc, single currency, free movement of goods — and think: easy. Then they actually ship something to a German customer and discover that "the EU" is twenty-seven separate consumer cultures,...
For two decades, I have watched direct-to-consumer brands fall into the same trap when they cross borders. They assume that what worked in the US, the UK, or APAC will work in Europe. It almost never does. Ecommerce fulfilment Europe is a category of its own — twenty-seven member states, four major language groups, two dominant currencies, three tax regimes you actually need to care...
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