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22 October 2025Expanding from Germany into Eastern Europe: fulfillment strategies for Poland, Czech Republic and beyond
The landscape of European e-commerce is rapidly transforming. While Germany, the UK and France have long dominated the digital marketplace, the growth engine of the continent is shifting eastward. Countries such as Poland, the Czech Republic, Hungary and Romania are now at the forefront of innovation, efficiency, and opportunity.
For German retailers and logistics providers, the expansion eastward is not merely a tactical move - it’s a strategic reorientation toward sustainable growth, competitive cost structures, and future-proof logistics models.
Germany’s established logistics ecosystem, advanced infrastructure, and cross-border expertise make it the ideal launchpad. Yet, to truly harness the power of Eastern Europe, companies must rethink their fulfillment strategies, embrace regional partnerships, and leverage digital integration.
OUR GOAL
To provide an A-to-Z e-commerce logistics solution that would complete Amazon fulfillment network in the European Union.
The European fulfillment landscape: from west to east
Over the past decade, Western Europe has become increasingly saturated. The region’s logistics networks are robust but congested, and real estate costs have skyrocketed in major distribution hubs such as Hamburg, Munich, and Frankfurt. As a result, many companies face rising operational expenses and slower delivery efficiency.
Meanwhile, Eastern Europe has quietly built a formidable logistics infrastructure. Poland’s highway system rivals Germany’s in efficiency; the Czech Republic has positioned itself as a regional innovation hub; and countries like Romania and Hungary are investing heavily in modern warehouses, automation, and workforce training.
This eastward shift reflects a broader macroeconomic reality:
- labor costs in Eastern Europe remain 40–60% lower than in Germany;
- e-commerce penetration in markets like Poland and Romania has doubled in just five years;
- EU funding and regional cooperation have accelerated logistics modernization.
In short, Eastern Europe is no longer a secondary option - it’s the strategic core of European fulfillment growth.
Why German businesses are looking east
- Market saturation in the west
German e-commerce is thriving, but competition is fierce. Nearly every sector, from fashion to electronics, is dominated by established players. To continue growing, companies must look beyond national borders.
- Cost optimization and scalability
Warehousing, labor, and energy costs are among the highest in Western Europe. Expanding fulfillment operations to Poland or the Czech Republic enables significant cost reductions while maintaining EU regulatory standards.
- Access to new consumer markets
Eastern Europe represents over 100 million potential customers, many of whom are increasingly shopping online. The demand for German brands, known for quality and reliability, continues to surge across these markets.
- Logistical proximity and speed
Poland, for instance, shares a 467 km border with Germany. With the right fulfillment setup, companies can achieve same-day or next-day delivery to both Eastern and Western markets - a decisive advantage in the age of rapid e-commerce.
Poland: the strategic fulfillment powerhouse
Poland has emerged as the logistical backbone of Central Europe, offering a unique combination of location, talent, and infrastructure. Its proximity to Germany and integration with European transport corridors make it a preferred destination for 3PL (Third-Party Logistics) and e-commerce fulfillment operations.
Key advantages of operating in Poland include:
- modern motorways connecting directly to Berlin, Dresden, and Prague;
- a highly skilled workforce, particularly in warehouse automation and supply chain management;
- competitive real estate and operational costs;
- strong e-commerce growth, projected to reach €35 billion by 2026.
Many German companies now treat Poland not as an “offshore” option but as a primary logistics hub. Cities such as Poznań, Wrocław, and Łódź have become central nodes for cross-border warehousing, packaging, and returns management.
The Czech Republic: gateway of agility and technology
The Czech Republic offers an unparalleled blend of innovation and accessibility. Situated strategically between Germany, Austria, and Slovakia, it functions as a natural logistics crossroads for Central Europe.
Czech fulfillment operations are characterized by:
- advanced IT infrastructure supporting real-time inventory visibility;
- strong emphasis on automation and robotics;
- high-level English and German proficiency among logistics professionals;
- stable regulatory and economic environment.
For German companies seeking scalable fulfillment solutions without complex administrative barriers, the Czech Republic provides an ideal entry point. Many use Czech facilities for cross-docking or as satellite distribution hubs, ensuring fast delivery to both Eastern and Western European customers.
Beyond Poland and Czechia: the rising stars
While Poland and the Czech Republic lead the pack, several other Eastern European nations are rapidly joining the logistics race.
Romania and Bulgaria
These countries offer exceptional cost advantages, growing consumer bases, and access to the Black Sea - a strategic maritime gateway. For companies distributing to Southeast Europe, establishing fulfillment hubs in these regions can dramatically reduce lead times.
Hungary
Hungary’s central position makes it an emerging fulfillment hub, especially for pan-European operations. Budapest’s advanced logistics infrastructure and warehouse clusters have attracted several international 3PL providers.
The Baltic States
Estonia, Latvia, and Lithuania offer digital excellence, making them suitable for tech-driven logistics. Estonia, in particular, has become a leader in smart warehouse technology and AI-driven supply chain visibility.
Building a robust fulfillment strategy for Eastern Europe
To succeed in this dynamic region, German businesses must balance efficiency, compliance, and flexibility. Below are the essential components of a winning strategy:
- Choose strategic fulfillment locations
Identify warehouse hubs that minimize both distance and delivery times. For most German e-commerce operations, a dual-centre model - one warehouse in Germany and one in Poland or Czechia - offers the optimal balance between cost and speed.
- Integrate technology across systems
Seamless data flow is the backbone of cross-border fulfillment. Investing in cloud-based WMS (Warehouse Management Systems), real-time tracking, and automated reporting ensures visibility across all regions.
- Optimize for local preferences
Each Eastern European market has distinct shopping behaviors and delivery expectations. Localized packaging, payment options, and returns policies significantly enhance customer satisfaction and brand trust.
- Partner with reliable 3PL providers
Working with an experienced fulfillment partner like FLEX. allows companies to expand without heavy upfront investment as pan-European network offers scalable warehousing, inventory management, and returns logistics, all under one system.
Navigating cross-border challenges
Regulatory complexity
Even within the EU, local VAT regulations and product compliance laws differ. Germany’s exporters must ensure their goods meet all country-specific requirements. FLEX’s cross-border expertise helps streamline this process, avoiding unnecessary delays and penalties.
Language and customer support
While English is widely spoken, local-language support remains essential. Customers in Poland or Hungary expect to interact in their native language. Fulfillment partners that provide multilingual support greatly enhance post-purchase experience.
Returns management
Efficient reverse logistics are critical in e-commerce. Eastern Europe’s growing consumer market means higher return volumes. Establishing local return hubs helps reduce costs and improve sustainability.
Technology as the fulfillment accelerator
Automation, AI, and data integration are transforming fulfillment operations across Europe. Companies expanding east should prioritize digital-first strategies that enhance scalability and resilience.
Modern fulfillment technology includes:
- automated picking and packing systems to speed up processing;
- predictive analytics to anticipate inventory needs;
- IoT tracking for end-to-end shipment visibility;
- integrated dashboards connecting sales, fulfillment, and logistics performance in real time.
FLEX.’s technology-driven fulfillment model exemplifies this shift - merging data accuracy with operational agility. By linking inventory across multiple countries, clients gain full control over stock levels and delivery performance.
Sustainability: the new standard for European logistics
Sustainability is no longer a branding choice - it’s a business imperative. Consumers and regulators alike demand eco-conscious operations.
Eastern Europe offers an advantage here: newer fulfillment centres are often built to high environmental standards, featuring energy-efficient lighting, solar panels, and advanced waste management systems.
Companies partnering with FLEX. benefit from eco-optimized delivery routes and packaging materials, aligning cost efficiency with corporate responsibility.
The move toward green fulfillment not only improves public perception but also lowers long-term costs through energy savings and optimized logistics design.
Future outlook: Eastern Europe as the logistics engine of the EU
The next decade will redefine Europe’s logistics geography. The centre of gravity is moving east, and businesses that act now will be the ones to lead tomorrow.
Key trends shaping the future:
- regional diversification: companies will increasingly adopt multi-hub strategies;
- automation and robotics: fulfillment centers will continue evolving toward smart warehouses;
- sustainability regulations: carbon reporting and emission limits will become standard;
- e-commerce acceleration: new technologies will continue to expand cross-border trade at unprecedented speed.
Eastern Europe’s combination of cost-effectiveness, skilled labor, and digital innovation positions it as Europe’s logistics powerhouse and German businesses are ideally placed to seize that opportunity.
Growth across Europe
Expanding from Germany into Eastern Europe represents more than a business opportunity - it’s a long-term strategic investment in efficiency, scalability, and resilience.
With deep logistics expertise, cross-border infrastructure, and technology-driven fulfillment solutions, FLEX. Logistik provides everything a modern e-commerce business needs to succeed on a European scale.
Ready to scale your fulfillment strategy and conquer new markets with FLEX.? Discover how to expand your operations across Europe with confidence and speed by connecting seamlessly to millions of customers across the continent.
