In the rapidly evolving world of e-commerce, shipping and delivery have become defining factors in customer experience, operational efficiency, and profitability. Yet, the strategies that drive success in North America often look markedly different from those in Europe. Understanding these regional nuances is essential for global retailers and those considering international expansion. This page explores how consumer expectations, regulatory environments, and fulfillment models diverge between North America and Europe—and what that means for digital transformation and operational excellence.
One of the most visible differences between North American and European e-commerce is how consumers prefer to receive their purchases. In North America, the pandemic accelerated a massive surge in click-and-collect (BOPIS—Buy Online, Pick Up In Store) and curbside pickup. Retailers like Target and Walmart, who had invested early in these capabilities, captured significant market share as consumers sought safe, convenient, and immediate fulfillment options. Same-day or even same-hour pickup became a new standard, especially in grocery and big-box retail.
In contrast, while click-and-collect also grew in Europe, there has been a stronger and more sustained preference for home delivery, particularly in urban centers with higher population density. European grocers and general retailers have invested heavily in expanding delivery slots and optimizing last-mile logistics. As infrastructure matured, many consumers shifted from click-and-collect back to home delivery, valuing convenience and a willingness to pay a premium for express service. This divergence is shaped by geography, urbanization, and cultural expectations around service and convenience.
North American retailers have leaned into their extensive store networks, transforming them into micro-fulfillment centers. This unified commerce approach enables ship-from-store, flexible inventory allocation, and real-time inventory visibility. By integrating digital and physical operations, retailers can optimize inventory across channels, reduce delivery times, and mitigate warehouse constraints. The result is a more agile, resilient supply chain that can flex to meet demand spikes and shifting consumer behaviors.
European retailers, meanwhile, have focused on building robust last-mile delivery networks. Investments in dedicated delivery fleets, partnerships with third-party logistics providers, and the use of urban fulfillment centers have enabled faster, more reliable home delivery. In some markets, vertical integration and nearshoring have become priorities, as brands seek greater control over their supply chains in response to global disruptions and regulatory complexity. This is particularly evident in grocery, where companies that own more of their supply chain have demonstrated greater resilience during periods of scarcity.
Regulatory requirements play a significant role in shaping e-commerce shipping strategies. In Europe, strict consumer protection laws often mandate free returns, which can erode margins—especially as online returns spike during holiday peaks. This has driven European retailers to invest in smarter returns management, including automated decision-making about whether to accept returns, encourage in-store drop-offs, or even allow customers to keep low-value items rather than incur the cost of reverse logistics. Sustainability and environmental impact are also increasingly important, with retailers exploring peer-to-peer returns and consolidated drop-off points to reduce carbon footprints.
North American retailers, while also grappling with high return rates, have more flexibility in setting return policies. Some have experimented with charging for returns or offering incentives for in-store returns to reduce costs. Additionally, privacy regulations such as GDPR in Europe have made data-driven personalization and marketing more complex, requiring careful compliance and investment in robust data infrastructure.
Returns are a persistent challenge for e-commerce profitability on both continents, but the regulatory environment in Europe makes the issue particularly acute. With mandated free returns, European retailers must find ways to minimize the volume and cost of returns without sacrificing customer experience. Data-driven approaches—such as AI-powered sizing tools, personalized recommendations, and dynamic return routing—are increasingly used to reduce return rates and optimize reverse logistics. In North America, the focus is often on operational efficiency: leveraging store networks for in-store returns, experimenting with tiered return policies, and using data to identify and manage serial returners.
Despite regional differences, the common thread for retail resilience is agility. Retailers who can quickly sense and respond to changing consumer behaviors, supply chain shocks, and regulatory shifts will be best positioned to thrive. This requires not only investment in technology and data, but also a willingness to experiment, learn, and adapt at speed.
As the lines between digital and physical retail continue to blur, the most successful retailers in both North America and Europe will be those who place the customer at the center—offering flexible fulfillment, personalized experiences, and seamless journeys regardless of channel or geography. By learning from each region’s strengths and challenges, retail leaders can build a more resilient, responsive, and profitable future.
Ready to accelerate your digital transformation? Publicis Sapient partners with leading retailers across North America and Europe to design and implement regionally tailored strategies for e-commerce growth and resilience. Contact us to learn how we can help your business thrive in the face of disruption.