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~ PostNL ~

E-COMMERCE

DOES NOT STOP

AT THE BORDER!

Text: PostNL // Photos: PostNL

If anyone knows about international e-commerce, it’s Marlene ten Ham. She led the
umbrella organisation Ecommerce Europe from Brussels and is now at the helm of the
Dutch interest group Thuiswinkel.org. So, Marlene is the right person to talk to if we want
to understand in which direction international e-commerce is navigating. PostNL asked
her about current international trends and whether you should consider exporting as an
e-commerce entrepreneur.

nternational e-commerce developments have a parcel delivered. And that also applies to more
Marlene: “International e-commerce has grown for sustainable packaging. In ten years’ time, consumers will
Imany years. You can see that many webshops offer their simply assume that every parcel is packaged sustainably.
products to foreign online shoppers via their own website That’s a no-brainer, then. And ultimately, the convenience
or in an accessible way via international platforms and for the international shopper will be even better, even more
marketplaces. Europeans are buying more and more cross- personalised. Then it will be completely normal to choose
border. Some Eastern European countries even do nothing local delivery options and to return parcels in this way. And
else because their own online shopping market is not yet contacting your favourite webshop will be done in your
too mature. What we see in the Netherlands, for instance, own language as standard. The large platforms will be fully
is striking; on average, 13% of visitors to Dutch webshops equipped for this. We already know a lot, but with data, we
come from abroad. Compared to a European e-commerce are going to use these things in a much smarter way than we
growth of 27.4% per year. And in 2020, online shopping in do now.
Europe alone generated 757 billion euros”.
Pushing the boundaries
Where will international e-commerce be in 10 years? Growth in international e-commerce, more knowledge,
It is clear: there is still considerable potential across the platforms: there are so many possibilities. So it is important
border for webshops. But what does the future look like? to set up your webshop cross-border. Marlene: “It is such
a fragmented landscape outside the Netherlands, with 27
Marlene: “In ten years’ time, legislation and regulations will different countries and their own rules in Europe alone. It
be much more harmonised and focused on cross-border takes a real investment in what your international customers
business. The popularity of platforms and nearshoring, want. But once you have mastered that, the world will be at
produced closer to home, will have increased considerably your feet!”
by then”.

In ten years’ time, we will also know very well where
our product comes from. The whole product chain will
be more transparent for consumers. This also applies to
carriers, by the way. And where consumers now opt for
free and fast delivery, in the future, sustainable delivery
options will be the most common way for consumers to

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