Nederlands
If you run a non-EU e-commerce business and you’re seriously considering expansion into Europe, one of the first big questions is: where do you set up your fulfilment operations? Germany is often the default answer because of its market size. But if you look beyond volume alone, you’ll find that the Netherlands is, in many ways, a faster, smarter and more scalable choice, especially for direct-to-consumer (D2C) brands.
In this blog, you’ll discover why the Netherlands stands out as a logistics hub for European expansion, and how it helps you set up fulfilment that is both customer-focused and operationally strong.
A logistics foundation ready for rapid growth
The Netherlands brings together two major advantages: a central location in Western Europe and a state-of-the-art logistics ecosystem. With Schiphol Airport, the Port of Rotterdam and an extensive road network, you can reach almost any European country within 48 hours. On top of that, there’s a high concentration of specialised logistics providers, including fulfilment partners offering real-time tracking, API integrations and efficient return flows. That makes it easy to start quickly and scale smoothly.
While Germany is strong in domestic distribution, the Netherlands excels in cross-border e-commerce. You benefit from shorter lead times, lower transport costs and a more transparent supply chain. That difference is crucial when you sell volume-sensitive products where speed and reliability directly impact customer satisfaction and profit margins.
Another advantage: the Netherlands has relatively few bureaucratic hurdles. In Germany, for example, you often deal with state-by-state regulations. The Dutch approach is more centralised, more digital and simply faster. Perfect for companies that want to test the market first and then grow step by step.
An e-commerce climate built for D2C standards
Dutch consumers are among the most digital in Europe. More than 94% shop online. Fast delivery, easy returns and transparent communication are a given here, which matches perfectly with the standards you’re used to in the U.S. That makes the Netherlands an ideal launchpad: you can apply your existing D2C processes almost directly without heavy localisation.
What stands out is how well Dutch customers use tracking information, self-service portals and mobile commerce. This makes it much easier to transfer your existing customer journey into the European market. Returns are also more efficient here, with lower costs and faster processing. That helps brands keep their customer promise consistent.
In neighbouring countries like Germany and France, customer expectations are different. Delivery takes longer, communication is more formal and return policies are often stricter. That doesn’t mean expansion is impossible, but it does require more localisation. By contrast, the Netherlands gives you the flexibility and speed to establish your brand quickly and then roll out your processes to the rest of Europe.
International mindset and communication
The Netherlands ranks number one in the world for English proficiency outside of the UK (EF EPI 2023). For you as an English-speaking business, this means fewer communication barriers with local partners, faster onboarding of staff and smoother management of your European operations.
The country is also highly geared toward international business. From tax advisors to customer service centres, many service providers are used to working in English and with global processes. This makes it easier to get things done and achieve results faster, without the need to immediately build large local teams.
In markets like Germany and France, language and culture can be barriers. This slows down operations and makes it harder to keep your brand identity and customer experience consistent. The Netherlands, on the other hand, offers a far more accessible springboard.
Smarter VAT rules: better cash flow, less complexity
One of the most underrated benefits of the Netherlands is its import VAT system. Thanks to Article 23, you can defer VAT to your tax return, which means you don’t have to pre-finance it. For businesses holding high-value inventory, such as consumer electronics, this makes a big difference to cash flow and reduces administrative pressure.
In other EU countries, import VAT often has to be paid upfront, which increases liquidity strain and bookkeeping workload. In the Netherlands, the process is simpler, faster and more digital. There are even dedicated offices for foreign companies and plenty of English-language support available.
This allows you to get up and running without unnecessary overhead or expensive compliance advisors. It’s a significant advantage, especially during phased market entry where agility and control are essential.
A strategic location: Europe within easy reach
From one fulfilment hub in the Netherlands, you can serve major markets like Germany, France, Italy, Spain and Scandinavia without effort. Within 24 to 48 hours, you can reach hundreds of millions of consumers. Thanks to the strong return logistics infrastructure, you also keep the cost and turnaround of returns low.
The alternative is to manage multiple warehouses across Europe, with more inventory locations, complex integrations and higher operational risks. The Netherlands gives you the option to start lean and scale only when volumes demand it.
Germany may be bigger as a market, but it’s less accessible and less strategic in terms of location. Its logistics system is geared mainly toward domestic distribution, making cross-border operations more time-consuming and costly. The Netherlands, built on centuries of international trade, is structured for exactly this kind of cross-border flow.
The Netherlands is built for international e-commerce
The Netherlands may not be Europe’s largest market, but it is the most accessible, scalable and future-proof choice for e-commerce companies entering the continent. You gain access to excellent infrastructure, internationally minded consumers and favourable VAT rules, all within a culture that understands how D2C works.
If you want to enter Europe without being slowed down by complex regulations, cultural gaps or operational delays, the Netherlands is a smart first step. From here, you can test, learn, adapt and grow with less risk and more control.
Considering a European fulfilment hub? At Fulfilment Solutions, we help D2C brands launch fast, scale flexibly and stay compliant from day one. No one-size-fits-all, but a set-up designed around your brand, your customers and your growth stage.
