Ecommerce sellers based in Europe, the Middle East, and Africa (EMEA) are well familiar with arguably the biggest, most expensive headache associated with the supply chain: last-mile shipping.
Last-mile shipping or delivery is the final phase when goods are being transported from a distribution center to its final, intended destination.
While the logistics for last-mile shipping is difficult regardless of where you are, there are challenges merchants face that are specific to Europe, the Middle East, and Africa. To name a few, these include diverse yet fragmented markets, varying customs regulations, and stark urban-rural divides.
Figuring out how to overcome these challenges is crucial as a business grows and prepares for international expansion. Packlink PRO helps businesses navigate unique EMEA logistics challenges efficiently and effectively.
Customers everywhere have come to expect cheap and efficient deliveries. If a business fails to meet those expectations — even for reasons that can’t be prevented or controlled — this will severely damage the customer experience and reduce the likelihood of a customer placing another order ever again.
To avoid this at all costs, make sure to consider and plan for these six different factors that can affect and delay last-minute shipping in Europe, the Middle East, and Africa.
Six things to consider when shipping to EMEA
↑ Back to top1. Geographic and infrastructure differences
Many European cities rely on couriers or carriers who deliver packages to pickup points rather than to people’s addresses to bypass restrictions and regulations, including traffic congestion on narrow streets and low emission or limited traffic zones. These zones, known as Zona Traffico Limitato in Italy or a Zone à trafic limité in France (both abbreviated as ZTL), restrict or prohibit vehicle access around historical spaces or centers during specific days or hours to promote a more pedestrian-friendly environment.
Many pickup points are parcel lockers — automated lockers that are accessible 24/7 — or retail stores and kiosks. These pickup locations form a network and are quickly becoming the standard of last-mile logistics across Europe.
InPost, for example, is spearheading parcel locker installations in public transport stations in Barcelona, Rome, and Manchester. DHL and Poste Italiane launched Locker Italia to establish a network of 10,000 lockers strategically placed across Italy. Other providers following suit are Royal Mail rolling out exclusive parcel lockers in the UK and YEEP! Lockers partnering with the London Borough of Hounslow.
Road conditions and infrastructure also vary greatly across regions. While there may be robust logistics networks in urban and urban-adjacent areas, there may be underdeveloped infrastructure in more sparsely populated, rural locations. Some areas in Africa and the Middle East, for example, lack standardized addressing systems. Limited availability of street names or house numbers can complicate or delay the final delivery.
2. Carrier network and partnerships
Some ecommerce businesses collaborate with regional or local carriers because they have a far better understanding of local routes and customs. In some countries — mainly in Central and Eastern Europe, the Middle East, and Africa — cash-on-delivery is preferred due to low consumer trust in digital transactions and a desire to receive goods before payment.
Notable ecommerce-carrier partnerships include Pro Carrier’s UK and European network with Forward Transit’s US hubs and Senegalese logistics startup Logidoo with a leading Belgian logistics operator to support European ecommerce businesses targeting African markets.
3. Customs, VAT, and regulatory compliance
Some countries in the Middle East and Africa have restrictive customs policies and duties, including requiring a proof of identity from recipients. The documentation required for different countries varies, and if a recipient fails to provide the correct form of identification, the package will be held at customs.
Taxation rates and thresholds also vary by country and must be factored into checkout and shipping for ecommerce businesses. Value-added taxes (VAT) such as the goods and services tax (GST) are consumption taxes that are placed at every stage of the supply chain and must be paid for by the consumer.
In the European Union, for example, imported goods are subjected to the Common Customs Tariff, which changes depending on what the product is and where it’s shipping from. This tariff is applied to any purchase coming from outside the 27 countries that make up the European Union.
4. Delivery options and consumer preferences
Out-of-home (OOH) delivery is popular in many parts of Europe, especially in major cities, as seen with parcel lockers and pickup point networks. Out-of-home delivery is less common in Africa, but steadily growing as an alternative in South Africa and Nigeria through PostNet and Aramex.
In cities such as Dubai, Riyadh, and Lagos, customers often prefer specific delivery time windows to receive their packages for sake of convenience and package safety.
In Western Europe, many consumers care deeply about protecting and reducing harm to the environment. Many are willing to pay more for carbon-neutral or consolidated delivery options and wait longer for their packages if needed. Ecommerce businesses that don’t make any effort to be more sustainable or environmentally conscious should expect to face criticism from consumers.
5. Payment methods and returns
With cash-on delivery in Central and Eastern Europe, the Middle East, and Africa, the return process usually involves the business arranging for a convenient pickup for the item as requested by the consumer.
Flexibility is key when handling returns. Using the same pickup parcel lockers as return centers and offering prepaid return labels reduce friction and improve consumer trust.
This also extends to respecting local laws and consumer rights protections. In the European Union, consumers are entitled to a 14-day cooling-off period to request a refund and return their purchases — no explanation required. Within two years of purchase, consumers also have the right to seek a repair, replacement, or refund (full or partial) for products that are proven defective, faulty, or not as described.
6. Technology and data integration
Features such as real-time tracking are increasingly expected across most of Europe and urban areas across the Middle East and Africa. For countries that may lack standardized addressing systems, tools such as what3words and Google Address APIs can help businesses handle diverse address formats and regional variations to ensure address accuracy.
Even better, businesses can rely on shipping platforms like Packlink PRO that can manage courier selection, tracking, simple set up of rates and labels, dedicated customer support, and all other considerations for last-mile logistics, all in one place.
Six ways to solve the complexities of last-mile shipping across EMEA
↑ Back to topPacklink PRO integrates seamlessly with WooCommerce to provide a cost-effective way to optimize last-mile logistics for EMEA merchants. This free platform requires no fee nor commitment — simply pay for the shipments you use.
This integration allows businesses to fully automate and streamline the shipping process. Orders are imported in real-time from WooCommerce and merchants can print shipping labels in bulk at discounted rates.
When it’s time to ship, Packlink PRO provides exclusive discounted access to over 350 national and international shipping options from express to standard to pick-up and drop-off services. Packlink PRO supports pickup point networks and other OOH delivery options, courier collection, home delivery, and more.
Here are six Packlink PRO features that ensure businesses can effectively deliver across Europe, the Middle East and Africa.
1. Cost-effective last-mile solutions
With no subscription fee and by adopting a pay-per-use model, Packlink PRO is affordable for many businesses. Not only that but the platform allows businesses to actively save money — up to 70% on last-mile shipping, thanks to pre-negotiated rates from top EMEA carriers.
By taking advantage of cost-efficient last-mile logistics, businesses of all sizes that deliver to Europe, the Middle East, and Africa can better scale and prepare for global expansion.
2. Real-time order sync for streamlined delivery
Packlink PRO automatically syncs with WooCommerce orders and with other leading marketplaces such as Amazon and eBay, requiring little to no effort on the businesses’ part.
Automating this process eliminates the potential for manual errors and expedites order fulfillment to delivery. By aligning multiple platforms into one comprehensive dashboard, Packlink PRO helps businesses everywhere stay on track.
3. Enhancing customer trust with tracking
Packlink PRO not only meets but exceeds customer expectations with real-time, transparent tracking updates and communication. During last-mile shipping, the customer is anticipating their package and often checking its status multiple times. Packlink PRO’s tracking continually updates to reduce customer anxiety and inquiries.
Wherever they are located, Packlink PRO works to meet the customer where they are and delivers wherever and however is easiest and most convenient for them.
4. Simplified returns for last-mile logistics
Packlink PRO makes returning as painless as ever, following compliance and maintaining customer satisfaction at every step of the way.
The Packlink PRO dashboard generates a return label and offers businesses and consumers flexibility when scheduling the drop-off or pick-up of a package at a designated address or collection point. With Packlink, businesses and consumers are able to compare the prices of different return services and choose an option that works best for them in terms of cost, speed, and coverage.
5. Automation for last-mile efficiency
Packlink PRO automates each step of the supply chain to reduce any headaches that may arise from selecting the carrier, printing labels, to last-mile shipping.
While delivering across Europe, the Middle East, and Africa may have its unique challenges, automation allows businesses to course correct as needed without the stress and without shifting too much focus away from growing and expanding.
6. Expert support for EMEA logistics challenges
If any issues occur, especially during last-mile shipping, Packlink PRO has dedicated support to navigate urban delivery restrictions and customs and work with regional carriers to ensure packages are delivered exactly where they need to be.
Packlink PRO understands the value and necessity of leveraging local expertise when it comes to transporting across and shipping to distinct countries from continent to continent.
Create a free Packlink account to install the free-to-use Packlink PRO for WooCommerce plugin and start optimizing the last-mile logistics for your EMEA shipments today.
When you do, you’ll be joining the over 20,000 online stores and counting that have already taken their WooCommerce deliveries to the next level. It’s never too late to start saving time and money.
Mastering EMEA last-mile shipping
↑ Back to topThe WooCommerce and Packlink PRO integration is built with all the major aspects to consider for last-mile shipping in Europe, the Middle East, and Africa in mind. Packlink PRO’s regional expertise ensures every parcel reaches its destination on time and in compliance with local regulations.
With no hidden fees or subscriptions and tailored EMEA-based solutions, Packlink PRO for WooCommerce is the ideal partner for ecommerce sellers who want to develop and preserve the relationships they have with their European, Middle Eastern, and African consumers.
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