Expanding into new markets should be a growth opportunity, not a logistical nightmare. Here’s what’s holding DTC brands back and how some are navigating the roadblocks.
If you sell furniture, fitness equipment, or any large, high-value product online, you’ve likely heard some version of this advice: “Don’t even think about international shipping. It’s too complicated, too expensive, and too risky.”
And for a long time, that advice was right.
Most eCommerce platforms, shipping carriers, and fulfillment tools were built around small parcels. But what if your product doesn’t fit in a FedEx box? What if your product weighs 200 pounds or needs a two-person delivery team? That’s when the problems begin.
This blog post dives into the unique challenges merchants face when trying to expand direct-to-consumer (DTC) across borders with oversized or high-value goods—and what options are starting to emerge to make it possible.
Selling internationally should be a growth unlock. But for brands in the big-and-bulky category, it often feels like opening a Pandora’s box of complexity.
Why?
Freight, not parcel. FedEx, UPS, and DHL work great for small boxes. But once you’re dealing with heavy, oversized items, you leave the world of “parcel shipping” and enter the world of “freight logistics.” Different carriers, different infrastructure, different pricing—and far less automation.
No control over global interest. Social media doesn’t respect borders. Your Instagram post may go viral in Germany or Australia, but if your Shopify store only supports domestic shipping, those clicks go nowhere.
Old-school international expansion is expensive. The traditional playbook requires you to either:
Find a local distributor who will warehouse and sell your product overseas, or
Build your own foreign operation, from inventory to fulfillment to tax registration.
Either option can take months (or years) and cost hundreds of thousands of dollars. Customs, duties, and tax compliance. If you do try to fulfill international orders yourself, you have to calculate and collect the right taxes, comply with import regulations, and clear customs without delays. Most tools built for parcel shipping don’t help here.
Despite all of this, many merchants still try. And for good reason:
Customer demand is global. Consumers in Canada, the UK, the EU, and Australia are increasingly open to buying direct from international brands.
Advertising knows no borders. Influencer posts, organic search, and viral TikToks can spike demand in regions where you don’t even ship.
New markets are essential for growth. Especially in categories like fitness or luxury home goods, where domestic demand can quickly saturate.
So what happens when those customers try to buy and can’t?
“You either lose the sale entirely, or the customer reaches out, and your team isn’t ready with an answer,” says Robert Khachatryan, Freight Right's CEO, a logistics veteran interviewed on the eCommerce Podcast. “That’s friction you can’t afford.”
Rather than building out full-scale operations in every country, more brands are adopting flexible, test-and-learn strategies. Here are some of the approaches:
Fulfill directly from the source. If your product is made in Asia, why bring it into your home market only to ship it right back out? Some brands now ship directly from the manufacturer to end consumers overseas. This cuts time, costs, and layers of complexity.
Start small, not global. Instead of launching in 10 new markets, pick 1–2 countries showing the strongest signal (site traffic, inquiries, ad clicks). Offer shipping for just your best-selling, compliant SKUs and test demand before committing.
Use modern freight tech. The gap between parcel shipping and freight logistics is starting to close. Newer tools allow merchants to automate freight quotes, duties and tax calculation, and even last-mile white-glove delivery.
Leverage de minimis exemptions. Some countries like the U.S. allow international shipments under a certain value (e.g., $800) to enter duty-free. If you can separate high-value orders into smaller components or ship DTC from the factory, you may avoid significant costs.
Shipping is just one part of the equation. There are other real-world considerations:
Returns: International returns are expensive and complex for oversized items. Many brands implement stricter policies for international buyers.
Compliance: Electrical standards, safety certifications, labeling laws—every region is different. Not all products can be sold everywhere without modification.
Delivery timelines: Customers outside your home market may need to wait 7–10 days or longer. Setting clear expectations is key.
As Robert points out, “We’ve learned to buy mattresses and furniture online. This is just the next evolution. Now it’s about geography, not just size.”
Selling large, bulky, or high-value goods internationally is still more complicated than domestic eCommerce but it’s getting easier. Freight logistics are catching up to DTC expectations. Tools exist today that didn’t a few years ago.
If your brand has overseas interest, the worst thing you can do is ignore it. You don’t have to go all-in right away. Start small. Test carefully. But don’t let outdated logistics block your path to global customers.