Across Central and Eastern Europe and the Balkans, eCommerce is entering a new phase of growth. As online retail continues to expand, more brands in the region are looking beyond their domestic markets to reach customers across Europe and worldwide.
Cross-border commerce is becoming a key driver of growth for retailers. But expanding internationally also introduces operational complexity – from customs management to delivery performance and returns.
We spoke with Jean-Marc Defossez, Head of Sales Germany, Eastern Europe and the Nordics at Landmark Global, about the opportunities for retailers in the region and how cross-border logistics can support their international expansion.
What is driving the growth of cross-border eCommerce in Central and Eastern Europe and the Balkans?
The region has seen strong growth in online retail over the past few years. Consumers in Central and Eastern Europe and the Balkans are increasingly comfortable shopping online and purchasing from international retailers.
At the same time, many brands in the region are becoming more ambitious. Retailers that initially focused on their domestic markets are now exploring opportunities to sell across borders — whether within the region, across Western Europe or globally.
Cross-border eCommerce allows these brands to scale faster and access a much larger customer base.
What are the main challenges retailers face when expanding internationally?
Logistics complexity is usually the biggest challenge. Each market has different delivery networks, customs requirements and customer expectations.
Retailers must also offer a delivery experience that feels local to the customer. That means reliable transit times, clear tracking, flexible delivery options and efficient returns.
Managing all these elements across multiple markets can quickly become complex, which is why many retailers rely on logistics partners specialized in cross-border eCommerce.
How does Landmark Global support retailers expanding from the region?
Our role is to simplify cross-border logistics so retailers can focus on growth.
Landmark Global specializes in international eCommerce logistics and supports brands with international parcel delivery, customs expertise and cross-border returns management. Today we connect retailers to customers in more than 220 destinations worldwide, supported by a network of 80+ operational hubs.
Because we operate with a carrier-neutral approach, we can combine different delivery partners and networks to select the best solution for each market. This flexibility is essential for retailers scaling across several countries.
In addition, through our extended network retailers can access more than 200,000 PUDO points globally, allowing them to offer convenient delivery options that match local consumer preferences.
How does your logistics infrastructure support retailers scaling internationally?
Infrastructure and network reach are critical for cross-border eCommerce.
Landmark Global combines global logistics capabilities with strong regional networks. For example, we operate our own parcel networks in Belgium and Canada, which allows us to provide reliable first-mile and last-mile connections into international flows.
At the same time, our international network of hubs and carrier partnerships allows us to optimize shipping routes and delivery performance across markets. The goal is always to create a delivery experience that feels local to the customer, even when the order is shipped internationally.
Many retailers are also looking for fulfilment solutions today. How does Landmark Global support that?
Logistics is increasingly about the entire eCommerce supply chain, not just parcel delivery.
Through the broader Bnode ecosystem, we are able to support retailers with extended fulfilment and e-logistics capabilities. This includes solutions for inventory management, order preparation and integration with international shipping networks.
For retailers expanding internationally, this creates a more integrated logistics environment where fulfilment, shipping and returns can work together seamlessly.
Delivery is now part of the brand experience. How important is logistics today?
Delivery has become a key part of the overall customer journey.
Consumers expect reliable shipping, shipment visibility and convenient return options regardless of where a retailer is located. If the delivery experience is smooth and transparent, it reinforces trust in the brand.
For retailers expanding cross-border, maintaining that level of service requires strong coordination between international shipping, customs processes and local delivery networks.
How do you see cross-border eCommerce evolving in the region?
We expect the region to remain one of the most dynamic areas for eCommerce growth in Europe.
Retailers in Central and Eastern Europe and the Balkans are increasingly ambitious and ready to reach customers beyond their domestic markets. The companies that succeed will be those that combine strong digital strategies with efficient logistics infrastructure capable of supporting international expansion.
Cross-border growth is clearly there – the challenge is building the right operational foundation to support it.