Fifth edition of a European Compendium dedicated to the Cross-Border E-Commerce model in the “NEXT new normal” across Europe

Cross-Border Commerce Europe launches the fifth edition of a European Compendium dedicated to the Cross-Border E-Commerce model in the “NEXT new normal” across Europe. A collection of seven annual blue paper reports compiled by 70 leading EU C-Level retail executives.

Brussels – November 28th, 2025. Cross-Border Commerce Europe, the platform that drives cross-border e-commerce in Europe, launches a compendium that maps how Cross-Border e-Commerce will be defined in the NEXT new normal across Europe over the year to come. A collection of seven annual Blue Paper reports on strategic topics like Customer Centricity, Green Supply Chain, Marketplaces and Sustainability but also channel related fields such as Brands Direct-to-Consumer, Omnichannel and Scale-Ups. A Compendium carried out by 70 C-Level Retail executives under the auspices of CBCommerce with support from Channel Engine & Poste Italiane.

CBCommerceNEXT Compendium is the result of six round table brainstorming sessions gathering ten International C-Level Retail executives in each High-Level Group.  Representing all sectors and EU countries, they are guided by a chairman having an academic and consulting experience background. All executives are highly reputed experts. Those seven High Level Groups gathered during the whole year 2025 to define the ‘NEXT new normal’ across Europe regarding:

• Brands Direct-to-Consumer
• Customer Centricity
• Green Supply Chain
• Marketplaces
• Omnichannel
• Scale-Ups
• Sustainability

A Blue Paper compiled by each High-Level Group summarises the learnings and recommendations bringing insights and best practices cases to stimulate radical innovation and tangible action in the European e-commerce industry. The views expressed by each retail executive are their own take-aways and do not necessarily reflect the official positions of their companies.

You will find hereunder some initial learnings wrapped up by each Chairman:

Direct-to-Consumer (D2C) continues to solidify its position as the cornerstone of growth for many European brands.

“Embracing a D2C model now means orchestrating an increasingly complex ecosystem of digital tools, data platforms, and customer experience technologies. While the potential for brand control and customer intimacy is greater than ever, success depends on aligning bold D2C ambitions with the realities of digital transformation—balancing strategic vision with disciplined execution across IT, logistics, and marketing operation.” says chairman Oliver Lucas.

Becoming truly customer-centric remains an ongoing transformation that requires continuous alignment across culture, organization, processes, and technology.

“The retail landscape is evolving faster than ever due to the ongoing expansion of international e-commerce and rising customer expectations for personalized, always-on service. Digital self-service and AI-driven support tools have become critical in meeting consumer demands for seamless, efficient experiences across all touchpoints.” says chairman Siegfried Schallenmueller.

Circular practices drive innovation and profit, but systemic change also requires policymakers, SMEs and consumers to play active, coordinated roles. A Green Supply Chain strategy is now a survival, not an ideal.

“eCommerce’s explosive growth has delivered convenience but also massive environmental costs-rising emissions, waste, and resource depletion- making the traditional linear model unsustainable. Transitioning to a circular economy – where resources are reused, repaired and regenerated – is essential for long-term business resilience and competitiveness, not just environmental responsibility. By 2030, businesses that embed circularity at their core will gain new markets, customer trust, and sustainability-driven advantages, while laggards risk losing relevance and reputation.”

In 2025, brands and retailers increasingly build and operate their own marketplaces as part of their digital strategy. To ensure success, clear priorities and scalable technology foundations are vital.

“In the modern e-commerce landscape, marketplaces have become indispensable ecosystems that connect companies and consumers globally. However, the challenges remain significant—rising return rates, the need for advanced data optimization, and the integration of AI to improve efficiency and deliver personalized shopping experiences. This blue paper provides both an analysis of today’s challenges and an outlook on how marketplaces can evolve to meet future demands.”, declared Chairman Prof. Dr. Moritz E. Behm

Omnichannel integration remains one of the biggest challenges for traditional retailers. The insights from 2025 underscore the essential role of technology, organizational culture, and logistics excellence in achieving seamless omnichannel success.

“The CBCommerce NEXT Omnichannel High-Level Group (HLG) continues to explore effective strategies in a rapidly changing retail environment. The retail sector still faces mounting pressures—from inflation and fluctuating interest rates to supply chain disruptions triggered by ongoing global instability and geopolitical shifts..” confirms chairwoman Claire Gruslin.

For scale-ups thriving in their domestic markets, expanding across the European Union remains a primary growth objective in 2025.

“Understanding diverse market dynamics and anticipating challenges in advance builds a solid foundation for successful internationalization. Preparation and localization remain the keys to achieving sustainable growth across borders.” concludes chairman Ulrich Seldeslachts.

Sustainability. According to the climate transition barometer 2025, 85% of European mid-market companies consider that only 20% have implemented a structured plan to decrease their emissions.

“This blue paper explores how companies can navigate these emerging challenges, illustrated by concrete examples from our working group. As brands face increasing scrutiny, authentic sustainability communication becomes crucial—avoiding greenwashing while transparently showcasing positive impact. These are the questions we are actively addressing in 2025”, declared Chairwoman Valérie Tiersen.

“I would like to thank our 70 International Retail C-Level executives’ members, Chairmen and Chairwomen as well as our Knowledge Partners Channel Engine & Poste Italiane who put all their energy behind this eagerly awaited CBCommerceNEXT Compendium. It acts as an inspirational document gathering the best strategies and best European practices cases defining the NEXT for the entire sector”, concludes Carine Moitier, the founder of CBCommerce.eu.

Press Coverage

Pub
7 tendances clés pour le futur de l’e-commerce européen
https://pub.be/fr/7-tendances-cles-pour-le-futur-de-le-commerce-europeen/