Postcard from Deliver 2025: What’s Next for Cross-Border E‑Commerce

Key points:

• Cross-border e-commerce is now a core strategy, not an add-on, with one-third of European online orders already crossing borders and shoppers expecting local-level service regardless of origin.
• AI and automation are accelerating logistics, but the real focus is on reducing friction—customers should never feel the complexity behind fulfilment, routing or returns.
• Sustainability has become a competitive differentiator, with greener delivery options, recycled packaging and carbon-neutral commitments shaping future-ready logistics strategies.
• Market-specific expertise is key to success, as understanding expectations in individual countries (returns in Germany, shopper behaviour in Spain, VAT rules in Canada) directly impacts cross-border performance.

Earlier this month, I spent two full days at Deliver Europe 2025 in Amsterdam—and wow, did it deliver. The 10th edition brought together over 1,100 e-commerce and logistics folks under one roof (Taets Art and Event Park, which was gorgeous btw). Picture serious brands and a whole lot of ideas flying across stands, panels and coffee queues ☕.

This year hit differently

I’ve been to a few events by now, but this one? It had momentum. The conversations weren’t just about shipping boxes. They were about doing e-commerce smarter, especially across borders. Here’s what really stood out for me:

Cross-border isn’t “nice to have” anymore, it’s the strategy

With European e-commerce set to hit €530 billion this year, a third of orders are crossing borders. And the bar? Higher than ever. Local-level service is expected, no matter where the parcel comes from. You need smart carriers, flexible routing, and real market know-how. Spoiler: this is our playground at Landmark Global.

AI and automation are here to stay, but it’s still about people

Automation popped up everywhere: returns, fulfillment, customer service. But the real takeaway? It’s not just about speed. It’s about removing friction. One speaker nailed it:

Automation isn’t about robots, it’s about making sure customers never feel the complexity

Sustainability is not a side quest, it’s a differentiator

From greener delivery options to recycled packaging, logistics players are finally putting their (carbon-neutral) money where their mouth is. Deliver itself was fully carbon-offset, and the vibe was clear: sustainable = future-proof.

What I’m Taking Home

Here’s the thing: succeeding across borders isn’t about massive volumes or flashy tech. It’s about knowing your market. What do shoppers expect in Spain? How do returns work in Germany? What’s the VAT situation in Canada? These details matter.

It also reinforced what I love most about what we do at Landmark Global: we’re not just moving parcels, we’re helping brands grow. With no nasty surprises, no hidden fees, and a team that genuinely loves solving messy logistics puzzles (yes, that’s a thing).

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Couldn’t make it to Deliver this year? Want to chat trends or trading across borders? Slide into my inbox. My team and I would love to help.

You may also read:

• Calendar of Global Events for 2025—The Most Important Dates in E-commerce
• Deliver Amsterdam 2024: Post-Event Summary, Learnings
• Deliver Amsterdam 2023: Unveiling E-commerce Trends and Achieving Cross-Border Success