For online businesses, going global isn’t just a big dream—it’s a smart move for long-term
growth. We’re talking about unlocking tons of new customers, boosting sales, and making your
business stronger against local market shifts. And when it comes to opportunity, Europe is a
massive one.

With a huge, eager to buy customer base and booming ecommerce, selling to the 27 markets
of the European Union (EU) and the UK is more achievable than you might think. We’ve teamed
up to make it easy. ShipStation and DHL Express are here to streamline the process.

Why Sell Internationally?


Our recent Breaking Benchmarks report found some hesitation among U.S. retailers. While 73%
were planning to check out new markets at the start of 2025, that number has since dipped.
Budget constraints and trade uncertainty are leading many to keep their focus on the domestic
market.

But here’s the thing: international opportunities are actually growing, not shrinking. Crossborder orders are often worth more than domestic ones, and there’s less competition where
international ecommerce is on the rise. Plus, international return rates are usually about half of
what you see at home, which means fewer headaches and more profit for you. Don’t let
domestic caution hold you back from global growth.

Consider these key trends:

  • Growing Global Ecommerce: Worldwide retail ecommerce sales are estimated to reach $6.86 trillion in 2025, representing an 8.37% increase from 2024. That’s a lot of growth and a lot of potential customers.
  • Lower International Return Rates: While domestic ecommerce return rates can average around 18-20%, international return rates are often lower. This translates to fewer logistical headaches and potentially more profitable transactions for your business.

The EU Opportunity


So, why Europe specifically? It’s an incredibly attractive market for a few reasons:

  • Large Consumer Base: Over 440 million people with strong purchasing power.
  • High Digital Sales Adoption: Ecommerce is deeply ingrained in European consumer habits.
  • Sustainability Focus: European consumers often prioritize ethical and sustainable businesses.
  • High English Language Adoption: Simplifies marketing and customer service.
  • Strong Infrastructure: Well-developed logistics and diverse payment methods ensure smooth transactions.

Shipping to Europe: Made Simple


Expanding into Europe might seem daunting, but with ShipStation and DHL Express, it
becomes streamlined.

Understanding European Union and the UK Customs, Duties, and Taxes


Navigating international customs can be complex, but it doesn’t have to be a barrier. When
shipping to Europe, you’ll encounter Customs Duties and Value Added Tax (VAT).

  • Customs Duties: These are taxes on imported goods. The rate depends on your product and where it’s coming from.
  • VAT: This is a consumption tax on most goods and services destined for Europe. The rate changes depending on the destination and can optionally be collected at checkout for easier delivery with IOSS.

Compliance with the EU and UK regulations is crucial. This includes obtaining the required
EORI number, providing accurate customs declarations, product descriptions, and Harmonized
System (HS) codes. Incorrect or incomplete information can lead to delays, fines, or even
returned shipments.

Labeling and Packaging: Get It Right the First Time


Proper labeling and packaging are essential for smooth international shipping. Ensure your
packages are:

  • Clearly Labeled: Include accurate recipient and sender information, customs declarations, and any necessary warning labels.
  • Securely Packaged: Use durable materials and adequate cushioning to protect your goods during transit.
  • Compliant: Meet the specific labeling and packaging requirements for your product type and destination country.

Seamless Shipping with ShipStation and DHL Express


The real magic happens when you combine ShipStation and DHL Express. We streamline
international shipping so you can focus on growing your business.

  • Access Discounted Rates: With DHL Express from ShipStation, you can tap into ShipStation’s pre-negotiated international shipping rates, taking advantage of discounts of up to 81% off DHL Express retail postage when shipping from the U.S. You can immediately create DHL Express labels to ship almost anywhere in the world.
  • Convenient Scheduled Pickups: Streamline your workflow by arranging either one-time pickups or recurring regular pickups directly with DHL Express, managed seamlessly through ShipStation.
  • Reliable Delivery: DHL Express is your partner to offer reliable, fast, door-to-door international delivery to more than 50 countries in Europe and 220 countries and territories globally.
  • Unmatched Delivery Speed: Fast, international shipping time can become your competitive advantage . DHL Express from ShipStation ensures your critical shipments arrive within 1-2 business days for most major European markets
  • Proactive Tracking Updates: Keep your customers informed and reduce “where’s my order” inquiries. DHL Express via ShipStation provides real-time tracking updates and receiver delivery management through its On Demand Delivery solution, enhancing customer satisfaction and trust.

ShipStation and DHL Express streamline international selling by providing your global
customers with fast, discounted, and reliable shipping. Don’t let domestic uncertainties limit
your potential. Embrace the global opportunity, especially in the European market, and
empower your business for long-term success with ShipStation and DHL Express.

Madison Unruh
Madison Unruh
More articles by Madison Unruh