By fulfilmentcrowd - Consumer expectations continue to rise as four-day sales events place unprecedented pressure on eCommerce fulfillment operations

Amazon's four-day Prime Day event has once again demonstrated that eCommerce success is no longer determined solely by pricing or promotions, but by the retailers that can deliver exceptional customer experiences at scale.

Industry data suggests Prime Day 2026 generated more than $26 billion in online sales, with revenue increasing significantly year-on-year as shoppers spread purchases across the extended four-day event rather than concentrating spending on day one.

According to fulfilmentcrowd, the changing dynamics of Prime Day reflect a broader shift across eCommerce, where a robust operational setup has become a key differentiator.

"Peak trading events have evolved dramatically," said Lee Thompson, CEO of fulfilmentcrowd. "Consumers still expect competitive pricing, but they now demand next-day delivery, real-time order visibility and an easy post-purchase and returns experience. That places enormous pressure on retailers whose fulfilment operations aren't designed to scale."

Prime Day has become one of the most significant stress tests of the eCommerce supply chain, with marketplaces, retailers and brands processing millions of additional orders within days. Research from Numerator found many shoppers pre-planned their purchasing behaviour, with consumers heading into Prime Day with wish lists already prepared, rather than making impulse purchases.

For retailers selling both on Amazon and through their own eCommerce channels, this presents a significant operational challenge.

"Consumers don't distinguish between sales channels; they simply expect every order to arrive quickly and accurately," Thompson added. "Businesses relying on fragmented systems or manual fulfilment processes risk disappointing customers precisely when demand is at its highest."

The continued growth of Prime Day is also increasing competitive pressure beyond Amazon itself. Major retailers are now launching parallel promotional campaigns, creating a sustained period of elevated order volumes across the wider eCommerce sector.

fulfilmentcrowd believes this trend reinforces the importance of flexible, technology-driven fulfilment networks capable of scaling rapidly during peak periods without compromising service levels.

Looking to grow your eCommerce brand internationally? fulfilmentcrowd helps ambitious retailers scale across the UK, Europe, the US and Australia with tech-enabled fulfilment solutions, seamless integrations and a worldwide warehouse network designed to support fast, reliable global growth. Learn more at fulfilmentcrowd.com, fulfilmentcrowd.de or fulfilmentcrowd.us

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Amazon is introducing stricter delivery-performance requirements for merchants that fulfill customer orders through their own warehouses and logistics partners.

The changes affect sellers using Fulfilled by Merchant (FBM) across several major European Amazon marketplaces. New requirements cover on-time delivery performance, handling-time settings, deliveries to business customers, and customs documentation for cross-border shipments.

For independent merchants, brands, and fulfillment providers, the message is clear: seller-fulfilled operations will increasingly be judged against delivery standards more closely aligned with Amazon’s own logistics network.

What is Amazon Fulfilled by Merchant?

Under Fulfilled by Merchant, the seller remains responsible for storing inventory, processing orders, packaging products, selecting carriers and delivering parcels to customers.

This differs from Fulfillment by Amazon, or FBA, where inventory is stored in Amazon fulfillment centers, and Amazon manages most of the fulfillment process.

FBM gives merchants more direct control over inventory and logistics. It can be particularly useful for businesses selling bulky goods, specialized products, low-volume inventory, made-to-order products or merchandise already stored in their own European warehouses.

However, it also means that the seller is responsible for meeting the delivery promise displayed to the customer.

Amazon is now tightening the way it measures and enforces that responsibility.

A 90 percent On-Time Delivery Rate for European sellers

From 15 July 2026, Amazon expects FBM sellers in Germany to maintain an On-Time Delivery Rate of at least 90 percent.

The requirement measures the percentage of seller-fulfilled units delivered on or before the “Deliver by” date communicated to the customer.

From 1 September 2026, Amazon may deactivate affected listings if sellers fail to meet the policy requirements. Sellers could also lose the ability to create new FBM offers. Similar changes have been introduced in France, Italy and Spain.

The United Kingdom already has a minimum OTDR requirement of 90 percent for seller-fulfilled orders, which took effect in September 2025. Amazon is now adding further operational rules for handling times and Amazon Business deliveries in the UK.

Although a 90 percent threshold still allows one in ten orders to arrive late, sellers should not treat it as a comfortable operating target. Seasonal peaks, carrier disruptions, weather events or incorrect delivery scans could quickly pull a seller below the minimum.

Merchants will therefore need to consistently operate above the threshold rather than aim to meet it exactly.

What happens when a seller falls below 90 percent?

Amazon’s enforcement can affect individual seller-fulfilled listings rather than immediately disabling an entire FBM catalog.

Listings that contribute most to a seller’s OTDR decline may be temporarily deactivated. Repeated or significant performance failures could potentially result in broader restrictions on the seller’s ability to offer merchant-fulfilled products.

This listing-level approach may reduce the impact of an isolated logistics problem across an entire account. However, it also creates a direct connection between carrier performance and product availability.

A poorly performing delivery route, fulfillment location, carrier service or group of SKUs could cause specific offers to disappear from the marketplace.

For merchants, the consequences go beyond account health. Listing deactivation can interrupt sales momentum, reduce visibility, affect advertising campaigns and push customers towards competing offers.

Amazon is also tightening handling-time settings

Amazon is not only measuring whether orders arrive on time. The marketplace is also reviewing whether sellers are setting delivery promises that accurately reflect their real fulfillment performance.

In the United Kingdom, Amazon stated that 90 percent of FBM orders already dispatch within one day. From 15 July 2026, the account-level default handling time setting will therefore be limited to 0 or 1 day.

Accounts with a default handling time of 2 days will automatically be changed to 1 day. Sellers will still be able to configure longer handling times for individual SKUs where required.

A further change will take effect from 1 September 2026. When a SKU’s configured handling time remains at least one day longer than the seller’s actual performance for more than 30 days, Amazon may activate Automated Handling Time for that product.

The system will then use the seller’s historical fulfillment data to create a faster delivery promise.

Amazon argues that more accurate and competitive delivery dates can improve conversion. From the merchant’s perspective, however, the policy reduces the ability to add operational buffers to account for exceptional circumstances.

This could be particularly challenging for small businesses, handmade sellers, made-to-order brands and merchants whose order-processing capacity varies significantly during busy periods.

New requirements for Amazon Business deliveries

Amazon is also introducing a dedicated delivery-performance metric for orders placed by business customers.

From 30 September 2026, FBM sellers in Germany and the United Kingdom are expected to maintain a Business Hour Delivery Rate of at least 90 percent.

The metric measures the percentage of Amazon Business shipments delivered during the customer’s stated operating hours.

From 30 October 2026, non-compliant listings may be deactivated for business customers if the seller remains below the required level.

This requirement is intended to reduce unsuccessful delivery attempts and prevent parcels from arriving when commercial premises are closed.

However, sellers may face complications when business addresses are also residential properties, when opening-hour data is inaccurate or when carriers complete deliveries outside the expected time window despite successfully handing the parcel to the customer.

The change makes carrier selection especially important for B2B sellers. A service that performs well for residential delivery may not necessarily offer the scheduling precision required for offices, shops, warehouses and industrial premises.

Cross-border sellers face additional customs requirements

Amazon’s updated FBM rules also address shipments entering the European Union from outside the bloc.

For eligible consignments valued at no more than €150 and imported under the Import One-Stop Shop system, sellers are expected to use approved carriers that can provide the required customs documentation.

Merchants must provide the carrier with Amazon’s IOSS number and the relevant ASIN details for each product in the shipment.

This creates another layer of operational responsibility for UK and other non-EU sellers shipping directly to EU customers.

A parcel may be dispatched on time but still miss its customer delivery promise due to incorrect customs data, an unsupported carrier, incomplete product information, or a clearance delay.

Cross-border merchants must therefore manage customs compliance and delivery performance as part of the same process.

Why Amazon is tightening its FBM rules

Amazon says the changes are intended to provide more accurate delivery promises, improve conversion, ensure reliable deliveries to business customers and facilitate smoother customs clearance.

The broader strategic objective is consistency. Customers generally see Amazon as a single shopping environment, regardless of whether an order is fulfilled by Amazon or shipped by an independent seller. A delayed FBM delivery, therefore, affects the broader customer perception of the marketplace.

By tightening handling time and delivery requirements, Amazon is attempting to make the customer experience less dependent on the fulfillment method for each offer.

The policy also encourages sellers to adopt more of Amazon’s fulfillment and shipping technology.

Amazon recommends tools including Automated Handling Time, Shipping Settings Automation and Amazon Buy Shipping. In some cases, orders that use Amazon’s approved combination of tools may be excluded from certain delivery performance calculations.

This gives merchants a potential route to better delivery estimates and greater policy protection. At the same time, it increases their reliance on Amazon’s logistics ecosystem.

What the changes mean for cross-border e-commerce

The new rules could have a disproportionate impact on merchants that fulfill orders across borders from a central European warehouse.

Domestic deliveries are generally easier to predict. Cross-border parcels pass through more carrier hubs, may involve handovers between logistics companies and can be affected by different weekend schedules, public holidays and regional delivery practices.

A seller dispatching from Poland, the Netherlands or the Czech Republic to customers in Germany, France, Spain and Italy may therefore need different shipping templates and transit-time settings for each destination.

Using one general European delivery promise may no longer provide sufficient accuracy.

Merchants shipping from outside the EU face even greater risk because customs clearance becomes part of the delivery-performance calculation from the customer’s perspective.

The changes could encourage more sellers to:

• Store inventory closer to their main customer markets.
• Use local fulfillment centers or multi-country warehouse networks.
• Replace untracked postal services with fully tracked carriers.
• Introduce carrier selection by destination and product type.
• Move selected fast-selling products from FBM to FBA.
• Maintain separate delivery settings for domestic and cross-border orders.
• Build larger operational buffers around peak sales periods.

For fulfillment providers, the policy creates an opportunity to differentiate through accurate delivery data, carrier management and marketplace integration.

How sellers can prepare

The first step is to review the On-Time Delivery Rate in Amazon’s Account Health Dashboard and identify which products, shipping lanes or carriers are responsible for late deliveries.

Sellers should then compare their configured handling and transit times with actual operational performance.

Setting unrealistically fast delivery promises increases the risk of failing to meet the OTDR requirement. Setting them too conservatively may trigger Amazon’s automated handling-time adjustments.

The objective should be accuracy rather than simply speed.

Merchants should also verify that carrier tracking is uploaded correctly and that delivery scans are recognized by Amazon. A parcel that reaches the customer on time may still be recorded incorrectly when tracking information is incomplete, delayed or incompatible with Amazon’s systems.

Cross-border sellers should review every shipping route separately. Carrier performance from Germany to France may differ considerably from performance on shipments to Spain or Italy.

Amazon Business merchants should confirm whether their carriers can consistently deliver during commercial operating hours and provide reliable proof of delivery.

Finally, sellers importing low-value parcels into the EU should verify their IOSS processes, courier eligibility and product-level customs data before dispatch.

Will the changes push more sellers towards FBA?

The updated requirements may make FBA more attractive for products that require fast, predictable delivery.

Under FBA, Amazon manages storage, picking, packing and delivery. The merchant is therefore not directly responsible for the same seller-fulfilled OTDR requirement.

However, FBA is not automatically the right choice for every product.

Storage fees, inbound transport, inventory allocation, long-term storage costs and product restrictions can make merchant fulfillment more economical for certain categories.

Many brands may adopt a hybrid approach instead. Fast-moving products can be placed in Amazon’s fulfillment network, while slower, bulky or specialized items remain under FBM.

The decision will increasingly depend not only on fulfillment cost, but also on whether the seller’s own logistics network can reliably satisfy Amazon’s performance metrics.

Delivery performance becomes a marketplace-access requirement

Amazon’s latest FBM changes show that delivery performance is no longer merely a customer service indicator.

It is becoming a condition for maintaining visibility in the marketplace. For European merchants, particularly those operating across borders, accurate handling times, reliable carriers, valid tracking and correct customs documentation are now directly linked to whether products remain available for sale.

Sellers who can provide dependable and transparent fulfillment will continue to benefit from the control FBM offers.

Those relying on inconsistent carriers, broad delivery estimates or manual logistics processes face a growing risk of listing restrictions and lost sales.

The central challenge is therefore not necessarily delivering every order faster. It is delivering each order when the marketplace has promised it will arrive.

The post Amazon Tightens Fulfilled by Merchant Requirements Across Europe appeared first on Cross-Border Magazine.

By fulfilmentcrowd - Cross-border eCommerce has shifted from opportunity to expectation. Many of today’s consumers don’t think twice about buying from overseas retailers, as the barriers that once held them back have largely been removed.

But that doesn’t mean that the experience is always seamless.

Research from fulfilmentcrowd, based on a survey of 1,000 cross-border consumers, reveals a more nuanced picture: shoppers are open to buying internationally, but only when the experience feels predictable, transparent and worth it.

Right now, many brands are still falling short.

Demand isn’t the problem

Cross-border demand is healthy for growing brands. A significant portion of consumers already have experience in purchasing from international retailers, with many doing so recently.

The message within fulfilmentcrowd’s research is clear: shoppers are willing to look beyond borders – however, this willingness doesn’t guarantee conversion.

Friction kills the sale

Despite the appetite for international purchasing, what would be small points of friction multiply across borders. When shoppers hesitate, it’s often more down to logistics and trust than the product itself.

fulfilmentcrowd's research highlights a consistent pattern: the biggest barriers in cross-border purchasing decisions are often everyday frustrations that make the experience more difficult than it needs to be.

When buying locally is still an option, these small friction points are enough to make buyers purchase from elsewhere.

Trust is earned through reliability

Buying from an international retailer often starts with the same question: can I trust this?

That question isn’t earned through your brand alone, but clarity for the consumer: clear delivery information, transparent pricing, straightforward returns and familiar payment options.

These are the signals shoppers look for before they commit, and it’s on your brand to reassure the customer throughout their checkout experience.

If the experience feels familiar and predictable, shoppers are more likely to move forward. If it doesn’t, they’ll hesitate.

Returns: the moment that defines trust

Returns should never be an afterthought, even when you’re selling outside of your domestic country.

They’re a big deal for shoppers when it comes to building trust, so you should give them as much attention as you do your outbound logistics.

The research suggests that the returns experience plays a much bigger role in purchase decisions than many brands realise. When returns are simple and clearly communicated, they build confidence even before a purchase happens.

When the process is complicated or unclear, it creates a level of hesitation that can stop consumers buying altogether.

Trust is much more delicate when selling across borders, meaning any level of hesitation can be make-or-break for a sale going through.

A good experience is never guaranteed

Despite strong demand, cross-border shopping isn’t always smooth. While many consumers are pleased with the improvement in services over recent years, some still report a complicated, frustrating or more expensive process.

This gap highlights a key opportunity for ambitious retailers: get your operations in order behind-the-scenes, and you can capture repeat purchases from international consumers.

Improving cross-border performance comes down to removing friction at every step. On your website, currency, marketing and payment methods should be localised. At checkout, any tax obligations or delivery expectations should be displayed clearly. And when it comes to logistics, it’s a huge benefit to localise stock, as well as keeping returns simple for shoppers.

In the end, cross-border purchasing comes down to trust, and building it takes clarity up-front and consistency behind-the-scenes.

What separates the brands that get it right

The difference between brands that succeed internationally and those that struggle is execution.

The strongest performers rely on the fundamentals discussed above:

• Clear, upfront pricing
• Delivery options that feel fair
• Simple, visible returns policies
• Trust signals that remove doubt
• A buying experience that feels effortless

None of this reinvents the wheel, but consistency in these areas is what builds trust.

One of the best ways to offer this to international consumers is stock localisation. By placing stock in-country and benefitting from faster delivery with local carriers, your global experience becomes domestic very quickly.

Not only this, but your returns become much smoother (and cheaper) as you don’t have to reship stock back across any borders.

Compliance is also an added benefit, as any regulations can be met in bulk shipments rather than by individual consignments, often making the checkout process easier on both your brand and its buyers.

The bigger picture

Cross-border commerce is now a present-day expectation. If your product’s right, and you nail local marketing, shoppers hesitate less than ever to make an international purchase.

But trust is fragile. Delivery delays or unexpected costs at checkout will not only cause the customer to hesitate purchasing again, but can damage your overall reputation if they take to review sites to share their experience.

However, when the experience works, borders stop being a barrier – and you can grow your audience tenfold.

Want the full picture?

fulfilmentcrowd's full cross-border survey breaks down exactly what shoppers expect, where retailers are falling short and how retailers can close the gap.

It contains real data from 1,000 real shoppers who’ve purchased internationally in the past, as they share their expectations and deterrents when it comes to cross-border shopping.

Here’s what’s covered:

• Consumer attitudes to buying from international brands
• What shoppers expect from international delivery
• Building trust with international shoppers
• Returns expectations for international purchases
• Recent cross-border shopping habits
• How consumers rate cross-border shopping

With these insights, your brand will gain a real-world insight into what matters most to consumers when shopping abroad, and therefore a guide to optimising your own cross-border operations.

To get your free copy of fulfilmentcrowd’s cross-border survey, head here 👉 https://www.fulfilmentcrowd.com/blog/what-online-shoppers-want-cross-border-ecommerce-survey 

Looking to grow your eCommerce brand internationally? fulfilmentcrowd helps ambitious retailers scale across the UK, Europe, the US and Australia with tech-enabled fulfilment solutions, seamless integrations and a worldwide warehouse network designed to support fast, reliable global growth. Learn more at fulfilmentcrowd.com, fulfilmentcrowd.de or fulfilmentcrowd.us

The post What international shoppers expect, and where many brands fall short appeared first on Cross-Border Magazine.

These findings come from research done by DynamicAction’s Retail Index: Spring 2019. Online consumer transactions from the beginning of 2019 until the 15th of April were analysed. Of these, the total amount came to almost 11 billion euros. The research shows a growing trend from consumers to buy multiple products online with the intent of returning some items.

Free shipping increases returns

The rise of 3% in free shipping can be explained by the actions of online retailers. They are looking for a way to attract customers in order to keep up with their competition. However, major online retailers such as Zalando and H&M are now trying to back out of free delivery. Strategies such as site-wide promotions or one-day sales are the reason for the 29% rise in sales during short-term promotions. The study shows that this is especially noticeable during (short) holidays such as Valentine’s Day.

According to the managing director EMEA, Michael Patterson, it is important for retailers to find the balance between the impact to their bottom line and consumer convenience. The lifetime profitability needs to be prioritised over immediate sales. This to ensure that consumer expectations (that keep on increasing) do not get in the way of overall profits.

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Before launching their drone delivery service, Wing needed permission from the airline company CASA (Civil Aviation Safety Authority) after a thorough analysis. This included: drone maintenance, pilot training and a traffic management system. Following this, Wing received the go-ahead needed from the relevant authorities.

There are strict requirements attached to flying with drones. Flying is not allowed in the evening or at night. On top of that, drones are not allowed to cross busy roads. They must remain at a suitable distance from pedestrians as well.

100 households drone delivery

Wing is starting in a suburb of Canberra, where only 100 households will be connected to the delivery service in the beginning. As Wing had already started testing the drone delivery, they are able to launch the service immediately. The company plans on extending to other areas over time, and the delivery service is expected to be good for an annual turnover of 30-40 million Australian dollars.

However, the company receives a lot of criticism and resistance in Australia. As local residents fear noise, lack of legal regulations and invasion of privacy, they filed a six-month lawsuit against Wing. To soothe the local community, the company plans to develop a new drone that makes less noise.

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Retailers are taking advantage of advanced and affordable commercial robotics, with e-commerce fulfilment as their primary driver. According to

In the United States, the number of warehouses that will be robot-powered is going to increase to 23,000. This number is currently only at 2500. The main reason for this increase, according to Nick Finill (ABI’s senior analyst), is the increasing growth in e-commerce. Multiple other factors are the shortage of labour, advances in technology and lower costs.

Retailers must fulfil orders quickly as more and more companies are offering fast (same-day) delivery options. Newer generations of sophisticated robots, such as autonomous mobile robots (AMRs) are a perfect solution in those situations.

Finill says: “Robots enable warehouses to scale operations up or down as required while offering major efficiency gains and mitigating inherent challenges associated with labour and staffing.” The smaller, new robotic systems can quickly be redeployed, stored and moved to handle seasonal peaks in orders.

Adding robotic technologies

A growing number of sellers and shipment companies are increasing their productivity by adding robotic technologies to their fulfilment infrastructures. For example, the most highly automated company Freshippo (operated by Alibaba) is able to deliver in 30 minutes to consumers who live within three kilometres. This due to their shops serving as a fulfilment centre. The other marketplace giant, Amazon, currently uses over 100,000 robots inside its warehouses. In 2012, Amazon acquired Kiva Systems and its robotics and then renamed it to Amazon Robotics.

The post Over 1200% growth expected for the number of robotic warehouses by 2025 appeared first on Cross-Border Magazine.

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Last-mile service providers DPD and Hermes think about increasing prices for parcel home delivery at the front door. The delivery that we know as 'standard delivery' could become a premium service.

If you order a package in Germany, you may have to pay more in the long term. DPD and Hermes parcel services always expect a surcharge. They now expect the home delivery industry to be so developed that home delivery can be a more expensive, premium service.

A spokeswoman for Hermes says to heise.de: "We need to find out to what extent home delivery as a standard service, without extra costs, remains possible." She referred to countries such as Sweden, where home delivery already entails extra costs. If the course of the company, in regard to the handling of the last mile, would change, expenses will rise and the process would be time-consuming.

GLS, a subsidiary of the British Royal Mail, already introduced such surcharges for specific business customers for the Christmas business. GLS imposed surcharges to organisations on whose behalf the company sends packages. It is unclear if these companies pass on the higher door-to-door price.

No surcharges planned with DHL

Market leader Deutsche Post DHL does not plan any surcharges for home delivery. Hermes and DPD also stress that they have no concrete plans, including implementation, anytime soon. Nevertheless, the fundamental considerations and the step of GLS clarify that movement is in the price structure of the parcel market. In Germany, there are many parcel shops, but these are not used much.

The post Online shopping: Possible price increase for home delivery appeared first on Cross-Border Magazine.

Using this service, it seems eBay is reaching out to its sellers to be able to better compete with Amazon's service. As with Amazons FbA, sellers need to consider carefully whether they prefer to place their stock with eBay’s fulfillment partner and benefit from a shipping expertise in a similar manner to Amazon FBA, or prefer to control their own stock, availing themselves of eBay Shipping.

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This article previously was published in Cross-Border Magazine

Proudly founded in Singapore, HipVan is creating affordable furniture and home decoration for its customers. Inspired by the problem that in Singapore, there were limited furnishing options, high retail mark-ups and (a lot of) low quality products, HipVan seeks to help their customers build a stylish home they will love every day. Currently, HipVan is accessible in Singapore, Malaysia and the United States, focusing mainly on serving the first two markets. Shobhit Datta, co-founder of HipVan, tells us about the challenges they faced.

What are the key drivers in the success of HipVan?

We focus on providing affordable designer furniture for our customers. Previously, designer furniture was often only accessible for the fortunate people. Every day, our hard-working team is doing their very best to make designer furniture more accessible for everybody. One of the ways we decided to do that is by choosing a pure, cost-effective online business. We only work with one Experience Store in Singapore.

What does HipVan do to improve its business?

To improve our business, we focus on multiple things. First is to consistently improve on our designs and to source better products. Our second key factor is the focus on our service levels; when we provide a good service to our customers, they will remain happy. An important aspect of this is optimising our channels and on-site performance to improve conversion rates.

HipVan is expanding internationally, and currently has an online store in Malaysia, Singapore and the United States. What were the cross-border challenges in this expansion?

As furniture is often bulky, and normally requires assembly, our industry faces more logistical challenges than others. With over three thousand designs, it was necessary to establish a presence on the ground and have the resources to assemble furniture in the locations where we sell our products, for example in our current markets.

What are the big differences in selling in these different countries?

In South East Asia, the online consumer is not yet used to buying furniture online. It requires a bond of trust, which we need to establish first, through our customer service. They are the main contact point, alongside the web shop, for our customers and can persuade them to buy online on our shop. They create the bond between web shop and consumer.

Another big difference is how we can set-up our logistics and fulfilment department. Singapore is compact, which makes it easy to serve the whole country. For other countries, expansion will be more deliberate. We will have to take a city-by-city approach to establish our brand and services.

The furniture market hasn’t got the easiest products to ship in general. How does HipVan cope with selling furniture in the logistics department?

In Singapore we have an in-house team that has been especially trained to assemble all kinds of furniture. In other countries we use third-party partners.

How is HipVan expanding into the future?

We will keep on introducing new products, new designer furniture at great value. This way, we are trying to become of even more interest to our customers. Another aspect we are focusing on is more technical; we would like to develop tech features like image search, and also look into AR to make it possible for all our customers to create a beautiful home.

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