How to transition from local sales to cross-border through a marketplace?

Last updated: 15.06.2026

Local selling often gives a business a sense of security. You know the market, you understand the customers, you have your logistics sorted, and you know which products sell regularly and which ones need support. Even if not everything runs perfectly, you are operating in a familiar environment.

At some point, however, the question arises: what next?

For many brands, the natural direction for growth is selling abroad. Not always through their own online store, and not always by building an entire structure in another country from scratch. Increasingly, the first step is a marketplace, which allows them to reach international customers without opening a branch outside of Poland.

This is exactly what cross-border selling is. If you run a business in Poland but list products on Amazon marketplaces in Germany, France, Italy, Spain or the Netherlands, you are starting to sell outside of your local market. A customer from another country buys your product, and the order is fulfilled internationally.

It sounds simple, but one thing should be made clear immediately: cross-border is not just about listing products on foreign marketplaces. It is a decision that affects logistics, costs, taxes, customer service, returns and compliance. Before taking this step, we should look into each of these topics to avoid unpleasant surprises right from the start. 

Table of contents:

1. Where to start?

2. FBM - when you want to maintain control over logistics

3. FBA - when customer convenience and faster delivery matter

4. EFN - an easier entry into European sales

5. Pan-European FBA - larger scale, but also more obligations

6. Taxes and regulations - a topic that shouldn't be put off

7. How to choose the right model?

8. Cross-border is not a shortcut

9. FAQ - cross-border selling

Where to start?

Before a brand starts thinking about selling in several countries, it should first take an honest look at its product. Not every product range will be a good candidate for cross-border sales.

The greatest potential usually lies with products that have a good margin, are lightweight, relatively cheap to ship, and do not lose their attractiveness once logistical costs are added. Cross-border can be an exceptionally good direction also when the Polish market starts becoming too small for the company, and the brand wants to grow without opening foreign branches.

This is important, because the mere possibility of selling in another country does not mean that such sales will be profitable. With cross-border, you have to take into account delivery, returns, warehousing, order processing, taxes and additional formal obligations. If the margin is low, these costs can very quickly eat into your profits.

Therefore, the first question should not be: "Which markets to enter?". It is better to start with the question: "Does this product have what it takes to sell profitably abroad?".

Only then is it worth choosing a sales model.

Benefit from professional help: Comprehensive Amazon sales management

FBM - when you want to maintain control over logistics

One of the basic models is FBM, or Fulfilled by Merchant. In this case, the seller stores the products and ships them to customers abroad themselves.

This solution can be attractive to companies that want to start cross-border sales more cautiously. The stock remains on the seller's side, the company has greater control over logistics and does not incur storage costs in Amazon's warehouses. For many brands, this is a convenient way to run a first test of a foreign market.

However, you must remember that full control also means full responsibility. The seller must independently organise international shipments, monitor delivery times and prepare to handle returns from other countries. And for a foreign customer, it doesn't make much difference whether the product is coming from Poland - they look at the price, delivery lead time and purchasing convenience.

In practice, FBM works well when a company has well-organised logistics and is able to process international orders without compromising the customer experience. This is a good starting model, but it requires a lot of diligence in operations.

FBA - when customer convenience and faster delivery matter

The second model is FBA, or Fulfilled by Amazon. Here, the seller sends stock to Amazon warehouses, and Amazon is responsible for storage, packing, shipping, as well as parts of customer service and returns.

From a buyer's perspective, this model is often more convenient. Delivery is faster, the purchasing process is more predictable, and the offer can secure Prime status, which increases its attractiveness. In a marketplace, this is of great significance because customers often make decisions quickly. They compare the price, delivery time and purchase conditions. If the offer looks secure and convenient, it has a better chance of being chosen.

For the seller, FBA can therefore mean greater sales potential, but it is not a cost-free solution. Storage and order fulfilment fees apply. You also have to constantly monitor stock levels, as running out of stock can halt sales at the worst possible moment.

FBA makes sense especially when the product has an appropriate margin and the company wants to build a more competitive offer in foreign markets. It is a more convenient model for the customer, but it requires carefully calculating profitability.

Find out more: What is Amazon FBA

EFN - an easier entry into European sales

In Europe, one of the most frequently chosen models by sellers from Poland is the European Fulfilment Network, or EFN.

In this model, the goods are located in one country, and Amazon ships them to customers in other European Union countries. Usually, VAT registration in the country of storage and OSS for foreign sales are sufficient. As a result, the company does not have to immediately register for VAT in multiple countries, and inventory management is simpler.

For a brand just starting out with cross-border sales, EFN can be a sensible first step. It allows you to test whether a product has potential outside of Poland, without immediately jumping into a more complex operational model.

However, this simpler start comes with its price. Fulfilment of international shipments can be more expensive, delivery takes longer, and the offer might be less competitive compared to local sellers. Therefore, EFN works well as an entry phase, but it will not always be the best solution once sales start growing strongly.

Pan-European FBA - larger scale, but also more obligations

The second model is Pan-European FBA. In this case, Amazon distributes inventory across warehouses in different European Union countries. As a result, the product is closer to the customer, which can mean quicker delivery, lower logistics costs and a better chance of sales growth.

This solution has massive potential, particularly for companies that want to make a stronger entry into several markets simultaneously. Amazon automatically optimises logistics, and the seller benefits from having their products closer to buyers.

At the same time, Pan-European FBA is more demanding. You need to store goods in at least two European countries, list products in five marketplaces: Germany, France, Italy, Spain and the Netherlands, and ensure compliance with EPR and GPSR.

On top of that, there are greater tax obligations, higher accounting costs, less control over inventory allocation and the need to monitor stock levels in different countries. This is not a model you should choose just because it sounds like it offers the most growth. It makes sense when a company is ready for a larger scale and understands what that scale entails.

Taxes and regulations - a topic that shouldn't be put off

In cross-border sales, formalities are an indispensable part of the entire business model.

When selling in the European Union, you need to pay attention, among other things, to VAT OSS, especially if planned sales exceed €10,000. In the EFN model, local VAT is usually sufficient, but cross-border sales still require correct tax reporting.

Another issue is EPR. If you plan to sell in Germany, you must hold an EPR registration in that country and file reports in accordance with local requirements.

One cannot overlook GPSR and product certificates either. Sellers must ensure product compliance with requirements and have the documents that are relevant to a given category.

More information: VAT OSS in the Amazon FBA model

How to choose the right model?

There is no single solution that is right for every business. The choice depends on the product, margin, logistical capabilities, operational readiness and growth plan.

If you want to start cautiously and retain control, FBM can be a good first step. If customer convenience, quicker delivery and greater competitiveness of the offer are important to you, FBA is worth considering. If you are thinking about selling in Europe and want to enter as simply as possible, EFN can be a sensible start. If you have a product with potential, a good margin and readiness to handle more complex duties, Pan-European FBA can offer a larger scale.

The most important thing is not to choose a model based on ambition, but based on numbers. Cross-border should grow your sales, not complicate your business beyond your company's capabilities.

Cross-border is not a shortcut

Cross-border starts with a question about the market, but quickly comes down to operational decisions. And that is precisely where expert help from the outside proves most useful.

Go2Market helps brands assess if cross-border expansion makes business sense, before the first costs, configuration errors and account suspensions occur. We look at the product, the account and the sales plan as a single system: what is worth launching right away, what is better not to scale yet, and where risks to margins may be hidden.

As a result, cross-border is not a leap into the unknown. It becomes an orderly process where the company knows where to start, what decisions to make at the beginning, and when to move on to scaling.

If you are considering international sales via Amazon or another marketplace, we can help you find out if this direction would be promising for your brand.

Need help? Contact us

FAQ - cross-border selling

What is cross-border selling?

Cross-border selling means selling products to customers in other countries through platforms like Amazon. A company can operate from Poland but list its products in foreign markets, such as Germany, France, Italy, Spain or the Netherlands.

Is cross-border just about listing products abroad?

No. Listing an offer is just the beginning. Cross-border selling touches on logistics, costs, taxes, returns, customer service, product documentation and regulatory compliance. Without calculating these elements, selling can quickly become expensive.

How to start cross-border selling?

First, it is worth checking the product and its profitability. You need to answer the question of whether, after adding the costs of shipping, returns, warehousing, taxes and compliance management, the product can still be sold at a profit.

Which products have the greatest potential in cross-border sales?

Most often, the best-performing products are those with a good margin, stable demand, reasonable weight and low shipping costs. It is also of great importance whether the product remains competitive after adding logistics costs and compliance duties for a given market.

What is the difference between FBM and FBA?

In the FBM model, the seller stores the products and ships them to customers themselves. They have greater control over logistics, but also full responsibility for delivery and returns. In the FBA model, the seller sends goods to Amazon warehouses, and Amazon takes care of storage, packing, shipping, as well as parts of customer service and returns.

When is it worth starting with FBM?

FBM can be a good start when a company wants to cautiously test a foreign market and already has efficient international logistics. This model offers greater control but requires very good organisation of deliveries and returns.

When is it worth considering FBA?

FBA makes sense when faster delivery, customer convenience and increased competitiveness of the offer are important. It can increase a product's attractiveness in a marketplace, but it requires a precise calculation of storage and fulfilment fees.

What is EFN?

EFN, or European Fulfilment Network, allows you to store stock in one country and then ship it through Amazon to customers in other European Union countries. This is a simpler entry model into European sales, but it can mean higher delivery costs and longer order processing times.

What is Pan-European FBA?

Pan-European FBA is a model in which Amazon distributes inventory across warehouses in different European Union countries. This brings products closer to customers, which can shorten delivery times and improve the competitiveness of the offer. However, this model involves greater tax, operational and administrative obligations.

Is VAT OSS enough for cross-border sales?

Not always. VAT OSS can simplify accounting for cross-border sales in the European Union, but it does not cover all obligations. A lot depends on the logistics model, the country of storage and where the stock is physically located.

Is EPR required when selling in Germany?

Yes, when selling in Germany, you must pay attention to EPR obligations. This applies, among other things, to packaging waste responsibilities and other categories covered by local laws. Failing to settle this issue can make selling and running an account difficult.

How to choose the right cross-border sales model?

It is best to choose a model based on numbers. You need to compare margins, delivery costs, marketplace fees, returns, storage, taxes, administrative obligations and the company's operational readiness. Only then will it become clear whether FBM, FBA, EFN or Pan-European FBA is better.

Is cross-border sales good for every company?

No. A marketplace can be an excellent way to expand, but not every product and not every company is ready for international sales. If the margin is low, logistics are expensive, and product documents are not in order, entering a new market can bring more costs than sales.