Global trade is going through a period of rapid change. For e-commerce businesses shipping into the Nordics, this creates both risk and opportunity. From new VAT rules to shifting consumer habits, the pressure is on to stay ahead.
At PostNord, we work with global brands every day to help them succeed in this market. During our recent webinar, Winning Global Trade in Uncertain Times, we explored what businesses need to prepare for and what will give them an edge.
What’s changing and why it matters
A major shift is happening with EU import rules. Today, the Import One-Stop Shop (IOSS) helps businesses manage VAT for low-value goods under €150 (US$171). But in the not-too-distant future, even low-value shipments will require full customs clearance. That’s a big change.
Understandably, many businesses aren’t ready. If you’re relying on simplified setups or haven’t classified your goods correctly, you could face delays, extra costs or unhappy customers.
It’s not just about compliance – it’s about trust. Nordic shoppers expect clear pricing and no surprises. If they get hit with unexpected duties or fees, they’re likely to cancel.
Demand is high but so are expectations
Despite these changes, the Nordic region remains one of the most open e-commerce markets in Europe – 73% of consumers bought something from abroad in the last year. But these shoppers are picky: 68% say a clear returns policy is important, and 77% want to choose how and where they receive their parcels. That means businesses need logistics setups that are not only compliant but also fast, flexible and consumer friendly.
Building resilience in uncertain times
Today, resilience means preparing for all eventualities and being very customer focused. This means you might have to explore adding fulfillment closer to the customer, plus flexible routes and multiple entry points into Europe. That’s why Zerniki, Poland and Travemünde in Germany are such important parts of the PostNord network. They give businesses options to keep delivery times short and costs under control.
We’re also seeing growing cost sensitivity across markets. Price is now a top-three factor in every Nordic country, which is pushing more businesses to reevaluate their logistics setups to find smarter, more scalable ways to deliver.
A survival guide for what’s ahead
To stay competitive and compliant, here’s what I recommend every global seller does now:
- Prepare for EU customs reform: Read up on the new import rules. Starting in 2028, all parcels imported into the EU, regardless of value, will require full customs clearance. Start adjusting your processes now;
- Use multiple entry hubs: Relying on one port or country is risky. Entry points like Nordic airports and PostNord sites in Poland and Germany help you stay flexible and avoid delays to your Nordic destinations;
- Get your product data in order: Ensure correct classification and HS codes. This speeds up customs clearance and prevents errors;
- Focus on customer experience: No hidden costs. Use DDP (Delivery Duty Paid) or DTP (Duties & Taxes Paid) models so customers know what they’re paying up front;
- Work with trusted partners: Partners who understand the Nordic market can help you adjust quickly when regulations or supply chains shift;
- Understand your market: Look at what others are doing, where they fulfill and how they deliver. Consolidation in places like Poland is becoming increasingly popular to manage cost.
Final thoughts
Uncertainty isn’t going away. However, with the right strategy, it doesn’t have to stop your growth. By preparing for new customs rules, building flexible logistics and staying close to your customers, you’ll be ready for what’s next.
About the author
Lucas Egenvall designs international logistics solutions that help global e-commerce businesses succeed in the Nordic market. At PostNord, he focuses on creating scalable, consumer-friendly delivery experiences across borders, with a strong emphasis on speed and sustainability.
This article was originally published in the June 2025 issue of Parcel and Postal Technology International
