Table of Contents Toggle When does e-commerce win—and when does it lose? The truth about holiday peaks in cross-border salesHow do European markets shop? What you need to knowGermany – a large but demanding marketFrance – sustainability and local relevance drive conversionSpain – mobile-first and highly price-sensitiveCentral and Eastern Europe – COD and parcel lockers dominateWhat must an offer include to make customers click “buy now”?Fast delivery equals fast sales. How to optimize logistics to retain customers?How shipping methods and packaging influence your sales?Effective cross-border communication: how to tailor messaging to local culturesHow to maintain service quality and fast response times in customer support?Where you’ll discover why sales grow—or decline?Key steps to success in cross-border e-commerce When does e-commerce win—and when does it lose? The truth about holiday peaks in cross-border sales The holiday season in international commerce—spanning from Black Friday through the end of the year—drives a sharp surge in sales volumes. Market data confirms the immense potential of this period: during the 2024 holiday season, between November 1 and December 31, global online sales reached USD 241 billion. For European SMEs, international expansion is no longer optional—it has become a strategic necessity for revenue diversification. Industry optimism is supported by hard data. According to a 2025 FedEx study, as many as 81% of small and medium-sized enterprises engaged in international trade in Europe expect their sales in the upcoming holiday season to exceed 2024 results. Importantly, these companies anticipate that, on average, 37% of their holiday revenue will come from foreign markets, including destinations outside Europe. This clearly demonstrates that cross-border e-commerce is a genuine pillar of financial stability. However, with such high stakes, the margin for operational error is minimal. As a result, precise logistics planning and strategic process readiness become critical success factors. How do European markets shop? What you need to know Treating EU markets as a single, homogeneous economic area is a costly mistake that can significantly reduce conversion rates. A successful cross-border strategy requires deep market segmentation and a thorough understanding of local consumer behavior. Target market selection should be based on purchasing power analysis as well as logistics and payment preferences. Germany – a large but demanding market Germany, one of Europe’s largest e-commerce markets, is characterized by financially cautious consumers. Flexible payment options such as “buy now, pay later” and traditional bank transfers are strongly preferred. France – sustainability and local relevance drive conversion In France, delivery sustainability and local relevance play a decisive role in purchasing decisions, requiring merchants to clearly communicate their environmentally responsible approach. Spain – mobile-first and highly price-sensitive Spain is dominated by mobile shopping and strong price sensitivity, where trust is built through cooperation with well-known local carriers. Central and Eastern Europe – COD and parcel lockers dominate In Central and Eastern European countries such as the Czech Republic and Romania, cash on delivery (COD) remains highly popular, alongside rapidly growing demand for PUDO points and parcel lockers. What must an offer include to make customers click “buy now”? Optimizing an offer for foreign markets goes far beyond translating product descriptions. Full cultural localization is required, including country-specific holidays, promotions, and terminology. Carefully selected local-language keywords are essential to ensure visibility in search engines. Holiday pricing strategies must account for the total cost of ownership from the customer’s perspective. Merchants should analyze margin structures to assess whether they can absorb part of the logistics costs or strategically set free-shipping thresholds. The final price must remain competitive in the local market while protecting profitability, taking into account international shipping costs and tax differences. Fast delivery equals fast sales. How to optimize logistics to retain customers? Supply chain efficiency is a critical determinant of customer satisfaction in cross-border commerce. Traditional courier models—often involving multiple sorting hubs across countries—carry a high risk of delays and elevated costs. Modern logistics models, such as Direct Injection offered by Alsendo International, address these challenges. This model consolidates shipments in the country of origin (Poland) and transports them directly to the destination country, bypassing unnecessary transshipment points. A key element is cooperation with so-called “Local Heroes”—local courier companies responsible for last-mile delivery. This approach shortens transit times, reduces operational costs, and improves delivery success rates thanks to local expertise. How shipping methods and packaging influence your sales? Delivery options should be diversified based on the target market. Offering parcel locker deliveries in the Czech Republic or Romania while providing home courier delivery in Germany is now a standard customer expectation. Multi-carrier platforms allow merchants to manage this complexity from a single system, significantly improving operational efficiency. Transparency around delivery costs and timelines builds credibility. Customers expect accurate order status updates. Modern logistics systems enable real-time shipment tracking, regardless of how many borders a parcel crosses. Packaging quality and aesthetics also matter—not only for product protection but as a brand touchpoint, especially during the holiday season. Effective cross-border communication: how to tailor messaging to local cultures Promotional activities must be tightly aligned with logistics performance. Marketing communications should reflect realistic delivery times for each market to avoid missed holiday delivery promises. Highlighting trusted local carriers in advertising messages (e.g., delivery handled by a well-known domestic provider) can significantly increase conversion by reducing cross-border delivery concerns. Personalized communication via email marketing and social media should align with local holiday calendars. Automation enables efficient campaign management across multiple markets while ensuring consistency and timely messaging. How to maintain service quality and fast response times in customer support? Increased order volumes inevitably place greater pressure on customer service teams. In international sales, returns management is a critical challenge. Complex return procedures are one of the main barriers to purchase. Implementing technology-driven solutions that automate and simplify international returns directly increases consumer trust. Another key operational challenge is handling cash-on-delivery payments in local currencies. For many Polish merchants, currency conversion and settlement complexity present a barrier. Advanced shipping platforms allow customers to pay in their local currency (e.g., Romanian leu), while merchants receive funds in their base currency—unlocking access to a large segment of Central and Eastern European consumers who do not use electronic payments. Where you’ll discover why sales grow—or decline? Managing peak shipping periods requires continuous monitoring of Key Performance Indicators (KPIs). Real-time data analysis enables rapid intervention when logistics bottlenecks are identified with specific carriers. After the season ends, a detailed post-mortem analysis is essential. Merchants should assess market-level profitability, logistics costs, and return and complaint rates. These insights are critical for optimizing processes ahead of the next season and for long-term international expansion planning. Key steps to success in cross-border e-commerce Forecasts for 2026 indicate continued dynamic growth in cross-border commerce and rising demand for products from European SMEs. To capitalize on this trend, businesses must adopt a data-driven approach: selecting markets strategically, aligning payment and delivery methods with local standards, and automating logistics processes. For SMEs, leveraging advanced technology solutions is the key to remaining competitive by lowering entry barriers to foreign markets. Alsendo International is an example of comprehensive support—offering access to a network of local EU carriers, multi-currency COD handling, and full shipment process integration within a single dashboard. This model optimizes costs and delivery times, which during the holiday season is essential for achieving sales success and building long-term competitive advantage. Sources: https://business.adobe.com/uk/blog/2024-holiday-season-set-new-records-for-ecommerce https://newsroom.fedex.com/newsroom/europe-english/europes-internationally-trading-smes-expect-sales-to-rise-this-holiday-season Adam Zając Cross-border Director At Alsendo, he is responsible for the development of international services, building partnerships, and managing sales. He has been active in the e-commerce and CEP industries since 2014, specializing in urban logistics (same-day delivery) as well as domestic and international transport. He gained key experience in cross-border e-commerce at Packeta, where he worked with both small online stores beginning their international expansion and the largest Polish and German e-commerce brands. This experience taught him the importance of proper preparation and a well-defined growth strategy already at the planning stage — to avoid costly mistakes.