Meet the Partner: Fulfilment for Europe

For this latest edition of Meet the Partner, we caught up with Roderic van Praet d'Amerloo, CEO at Fulfilment for Europe (F4E). He told us how F4E leverages its network of pan-European fulfilment providers to offer brands flexible, integrated, and scalable solutions.

Tailored eCommerce fulfilment helps multichannel retailers provide exceptional customer experiences. Here's how F4E uses its size and scale to offer localised expertise across the continent.  

Who is F4E?

F4E, or Fulfilment for Europe, is a pan-European eCommerce fulfilment provider focused on helping brands expand into new European markets efficiently and sustainably. We’re a global solution with a local touch, providing not just best-in-class fulfilment services, but also the hands-on, local expertise that brands need to succeed in Europe.

With 27 fulfilment centres located in key markets, our network spans more than 400,000 square metres of warehouse space and processes 163.4 million outbound pieces annually.

How did the F4E journey begin?

F4E’s journey began in 2010 when a group of e-commerce fulfilment experts from across Europe recognised an opportunity. Each of us was already serving customers in our own markets. But we noticed more and more brands needed cross-border support to reach European customers. We came together to create a seamless, pan-European fulfilment solution.

What began as a small association has now become a full-fledged company with fulfillment centres across the UK, Austria, Belgium, France, Germany, Iberia, Ireland, Italy, Scandinavia and Switzerland. This setup lets us offer a truly European solution with local market expertise in each region.

Who is part of the F4E ecosystem?

Our ecosystem is built around experienced teams of fulfilment experts across Europe. Each team specialises in its local market and is supported by dedicated account managers and fulfilment pros, bringing invaluable regional insights to every project.

We’ve also partnered with trusted local carriers, such as Chronopost in France and Correos in Spain, as well as many other local providers, along with international providers like DHL and UPS. This enables us to provide our clients with the best shipping rates and delivery options. Most importantly, we work closely with a wide range of clients, from innovative start-ups to well-established brands. They rely on us to support their growth and success across Europe.

Fulfilment for Europe locations

Who are F4E’s current customers? 

Our customers range from fast-growing SMEs to well-established brands across various sectors, including fashion, beauty, health, and electronics. We support companies that need flexible, scalable fulfilment solutions to expand their reach and provide a great customer experience across Europe.

Many of our clients are also brands that require additional guidance and hands-on support as they enter new markets, and we work closely with them to ensure everything runs smoothly.

What key challenges do your customers face, and how does F4E help solve them?

One of the biggest challenges our customers face is the high cost of cross-border logistics. As brands grow, centralised fulfilment can quickly become too expensive, with rising international shipping fees, longer transit times, and complex customs processes. At F4E, we address this by utilising a network of local fulfilment centres across Europe, allowing brands to store products closer to their customers.

Cart abandonment is another issue. Around 80% of shoppers in Europe abandoned their carts in 2023, with Italy seeing rates as high as 83%. High delivery fees are a significant factor, with half of European shoppers citing them as the main reason they abandon their carts. By partnering with local and international carriers, we help keep shipping costs down, reduce cart abandonment and improve customer satisfaction.

Who are your ideal future customers?

Our ideal future customers are eCommerce brands of all sizes, from established companies to fast-growing SMEs looking to expand their reach across Europe. We’re especially well-suited for those focused on sustainability.

Ultimately, we’re a great fit for brands that need that extra bit of support when entering new markets - guidance that today’s software-only fulfilment solutions can’t provide. For businesses looking to reach more customers and grow responsibly, we’re ready to offer the hands-on help they need.

How are F4E and its European fulfilment partners enhancing sustainability across its sites?

Sustainability is a top priority across our entire company. We employ eco-friendly practices, including the use of recyclable and biodegradable packaging, to minimise waste. Many of our fulfilment centres have adopted energy-efficient measures, including LED lighting and optimised heating.

By locating our warehouses closer to major markets, we can also reduce transportation distances, which enables us to offer faster, lower-impact deliveries. These efforts are all part of our commitment to supporting brands that want to grow responsibly across Europe.

What sets F4E apart from its competition?

What sets us apart is our combination of local expertise, personalised support, and our extensive European fulfilment network. Unlike many fulfilment providers today who focus on software solutions, we go beyond that. We’re invested in each market we serve, with fulfilment centres, local partnerships, and dedicated teams on the ground who understand the ins and outs of each region.

We offer flexible, scalable solutions tailored to each client’s needs, and our commitment to sustainable operations makes us the perfect partner for brands that want to grow responsibly.

What is new at F4E?

We can’t share all the details just yet, but we’ve got some exciting news coming in 2025! Big expansion plans are underway that will strengthen our network, enabling us to support our clients’ growth more effectively than ever. There’s a lot to look forward to, and we’re excited to share more soon.

What do you see as the key benefits of your partnership with Whistl?

Our partnership with Whistl offers numerous benefits, particularly in terms of reaching customers in the UK. Whistl has deep expertise in UK logistics, from fulfilment to local parcel deliveries, which complements our strengths across Europe. By working together, we’re able to offer clients faster, more reliable service, whether they’re expanding within the UK or growing into new European markets.

Taking the Pulse of the Industry

What are the key fulfilment challenges for UK and European brands?

One of the biggest challenges for UK and European brands is managing the high costs and complexities of cross-border logistics. Brexit has added another layer of complexity, with new customs requirements, changes to VAT, and potential delivery delays.

Over 56% of cross-border shipments face delays due to customs misclassification and other regulatory issues, making accurate documentation and compliance essential. At F4E, we help brands overcome these challenges by offering local fulfilment centres, which reduce the need for cross-border shipping and streamline the entire process.

What three tips would you give to a scaling brand that wishes to expand into a new market?

Firstly, compliance is crucial. Each country has its own rules around VAT, customs, and import regulations, so it’s essential to get these right from the start to avoid delays and fines. Partnering with someone who understands local regulations can save a lot of headaches.

Second, choosing the right carriers. Local carriers know their regions best, so working with them can mean faster, more reliable deliveries, which is key to keeping customers satisfied.

Finally, take the time to understand what matters to customers in each new market, whether it’s fast delivery, flexible options like drop-off points or cash on delivery, or a smooth returns process. Meeting these expectations helps you build loyalty and make a strong first impression.

Looking for a localised fulfilment partner in Europe? Get in touch with the team at F4E to find out how they can help support your business growth.