At Balkan eCommerce Summit 2026, Diego Asproso from FedEx delivered a practical session on the growth of eCommerce across Europe and beyond, and the role of logistics in helping brands scale internationally.
The presentation focused on three major questions:
How big is the eCommerce growth opportunity?
What do customers expect from delivery today?
How can logistics help brands grow across borders?
eCommerce Is Still Growing Fast
Diego opened with a clear message: eCommerce remains one of the strongest growth opportunities in Europe.
According to the data shared during the session:
1.1 billion eCommerce packages were moved in 2025
Package volume grew by 20% in the last two years
66% of all package movement now comes from eCommerce
75% of the European population shops online
Europe grew from 370 million e-shoppers in 2020 to over 400 million today
eCommerce revenue reached €596 billion in 2025 and is expected to reach €750 billion by 2030
This shows that despite macroeconomic pressure in many sectors, online commerce continues to expand.
Growth Is Moving Toward Eastern and Southeastern Europe
A key insight from the session was that while large markets such as the UK, Germany, France, Italy, Spain, and Benelux still represent a major share of European eCommerce, the strongest growth is increasingly coming from Eastern, Southern, and Southeastern Europe.
Diego highlighted markets such as:
Romania
Turkey
Bulgaria
other regional growth markets
This is especially important for Balkan businesses, because the region is no longer only a local opportunity. It is becoming part of the next major European growth wave.
Cross-Border Shopping Is Becoming Normal
Another major point was that shoppers increasingly do not think in borders.
Around 33% of European e-shoppers already buy from another European country.
This means brands must stop thinking only about their domestic market and start building cross-border operations that can support:
international delivery
clear shipping options
customs processes
returns
tracking
localized customer expectations
For eCommerce businesses, cross-border is no longer a future strategy. It is becoming a core growth requirement.
The Opportunity Goes Beyond Europe
Diego also encouraged businesses to look beyond Europe.
According to the presentation, a very large share of global eCommerce demand comes from Asia and the United States, with 1.75 billion e-shoppers located in these regions.
Asia in particular continues to show strong growth, making it an important long-term opportunity for brands that want to scale internationally.
The message was clear: first expand cross-border within Europe, then look at larger global markets where even a small market share can create major sales growth.
What Customers Expect From Delivery
The presentation then shifted toward customer expectations.
Today’s online shoppers expect delivery to be:
seamless
transparent
flexible
reliable
trackable
cost-conscious
easy to return
Diego emphasized that delivery is no longer just an operational detail. It directly affects trust, conversion, and repeat purchases.
One important statistic shared was that 71% of shoppers will not give a brand another chance if the first delivery experience fails.
Trust in the Courier Affects Trust in the Brand
A particularly strong point was the connection between courier reputation and brand trust.
According to Diego, 51% of shoppers associate the courier chosen by the brand with the trust and security of the overall purchase.
This means that logistics partners influence how customers perceive the store itself.
When customers see a reliable courier, they are more likely to believe the merchant takes delivery seriously and can provide a secure buying experience.
Customers Want Choice, Not Only the Cheapest Option
The session also highlighted that shoppers are increasingly price-sensitive, but that does not mean they always want the cheapest delivery.
Customers want the right service at the right cost.
Some shoppers want lower-cost delivery, while others are willing to pay more for premium service.
According to the presentation, 40% of people are willing to pay more for premium delivery, while 70% are looking for cheaper options.
The best strategy is to offer clear delivery choices so customers can select the option that matches their needs.
Tracking and Visibility Are Essential
Customers want to know where their order is at every step.
Diego explained that lack of tracking creates uncertainty and reduces trust.
If customers pay for an order and then receive no updates, the experience quickly becomes stressful.
The presentation highlighted that many shoppers will not reorder from a store if they do not receive enough package status updates.
Full track and trace visibility is now a basic requirement for cross-border eCommerce.
Delivery Flexibility Improves Customer Experience
Modern shoppers are rarely home all day waiting for packages.
They expect flexibility, including the ability to:
change delivery time
change delivery address
redirect to a pickup point
hold a shipment
choose a nearby drop-off location
manage delivery from mobile
Diego presented FedEx Delivery Manager as a solution that allows customers to adjust delivery details and stay informed about estimated delivery windows.
This flexibility reduces failed deliveries and improves customer satisfaction.
Customs Clearance Is a Critical Part of Cross-Border Growth
One of the main obstacles in international shipping is customs clearance.
This applies not only to intercontinental trade, but also to European destinations such as:
United Kingdom
Norway
Switzerland
If customs documentation is not handled correctly, the customer experience can quickly fail.
FedEx supports brands through:
door-to-door customs clearance
digital documentation
paperless processes
export documentation support
faster clearance workflows
For businesses entering new markets, customs readiness is essential.
Returns Are as Important as Delivery
Diego emphasized that the job is not finished once the package is delivered.
Returns are a critical part of the eCommerce customer experience.
According to the session, 67% of customers will not place another order if the return process is not secure or clear.
A strong return process should include:
easy return labels
clear instructions
drop-off options
courier pickup options
tracking for returned goods
transparent communication
Returns are not just a cost. They are part of the trust infrastructure that helps customers buy with confidence.
Integration Enables Scale
For brands that want to grow internationally, logistics must be integrated with their systems.
FedEx offers tools such as:
FedEx Ship Manager
API integrations
tracking notifications
shipment status alerts
compatibility with major eCommerce tools
The purpose is to automate shipping operations so that the business can scale from one package per day to hundreds or thousands without losing control.
Automation and integration are what allow delivery operations to grow together with the business.
Key Takeaways from the Session
The presentation delivered several important lessons for eCommerce businesses:
eCommerce in Europe continues to grow strongly
Eastern and Southeastern Europe are among the key growth regions
cross-border shopping is becoming standard customer behavior
delivery experience directly affects brand trust and repeat purchases
customers expect clear options, tracking, flexibility, and reliable returns
customs readiness is essential for international expansion
logistics integration is necessary for scaling operations
the right logistics partner can help brands unlock new markets
The strongest message from the session was that delivery is no longer just the final step of the order.
It is a core part of the customer experience and a major driver of cross-border growth.
