If you're running an online store, you've likely thought about sourcing new products from overseas. Whether it’s trending gadgets, low-cost accessories, or niche homewares, global suppliers offer exciting opportunities to expand your range and boost margins. 

It’s no surprise the global B2B e-commerce market reached $11.54 trillion in 2024, with forecasts predicting it will grow to $60.62 trillion by 2034. But while the opportunity is huge, the process can feel overwhelming. Customs declarations, shipping options, documentation, and unexpected costs can all make it seem daunting.

The good news? Importing doesn’t have to be complicated. With the right knowledge and logistics support, it can be straightforward, efficient, and highly profitable.

Why Import Stock for Your E-commerce Business?

Many online retailers start by buying stock locally because it feels easier and safer, but this limits growth over time. Importing from overseas opens up access to unique products, lowers costs, improves margins, and helps you scale more efficiently while giving you a competitive edge with items your rivals may not offer.

Understanding the Importing Process 

Bringing in stock from overseas can seem complicated at first. There is a lot to consider, from paperwork and shipping terms to customs requirements and transport choices. For e-commerce businesses, finding the right shipping solution can be especially challenging. It often depends on the type of goods, how much you are moving, and how quickly you need it delivered.

But the process becomes much easier once it’s broken down. With a clear plan and the right logistics partner, importing can fit smoothly into your day-to-day operations.

Step 1: Supplier Selection & Negotiation

The first step is finding a trustworthy supplier. Your goal is to source quality goods at the right price, with clear timelines and fair payment terms. Look for suppliers with a solid track record, ask for references, and always request samples before placing larger orders.

Where can I find reliable suppliers overseas for my online store?

Research trade shows, use trusted online B2B platforms like Alibaba or Global Sources, and always vet suppliers by checking reviews, requesting samples, and starting with small test orders.

Step 2: Understanding Incoterms

Next, you’ll agree with the supplier on delivery terms – also known as Incoterms. These international trade terms define who is responsible for what during the journey: from the factory to your door.

What are Incoterms and which ones should I use for e-commerce imports?

Incoterms are standard trade terms defining buyer/seller responsibilities.

• Use FOB (Free on Board) if you want more control over shipping from the port onward.
  
  

• Choose DDP (Delivered Duty Paid) if you prefer the supplier to handle everything, including duties and taxes.
  
  

FOB gives you better flexibility and cost control, but DDP may be simpler if you're new to importing.

Step 3: Preparing Documentation

Accurate paperwork is essential. Customs authorities rely on these documents to check what you're importing, assess taxes, and ensure compliance.

What documents do I need to import goods for my online store?

At minimum, you'll need:

• Commercial invoice (includes product value and description)
  
  

• Packing list (details quantity and packaging)
  
  

• Bill of lading (for sea freight) or air waybill (for air freight)
  
  

• Certificates of origin or licences (for specific products or countries)

Errors or missing information can cause delays and fines, so this part is crucial.

Step 4: Choosing a Transport Mode

How you move your goods depends on several factors: what you’re shipping, how much of it you have, your budget, and how quickly you need it.

The main options are:

• Road freight: Often used for the inland leg of a shipment (for example, from the port or airport to your warehouse), but also a primary option when moving goods across neighbouring countries or regions.

• Air freight: Best for lighter, time-sensitive products. It’s fast, often just a few days from airport to airport, but usually the most expensive option.

• Sea freight: Ideal for larger shipments. It’s slower, often taking several weeks port to port, but far more cost-effective when importing in bulk.

The best transport method depends on how urgently you need the stock and how much you're importing.

What’s the difference between air freight and sea freight for e-commerce imports?

Air is faster and better for lighter, urgent goods. Sea is slower but more cost-effective for larger, non-urgent shipments. Many e-commerce businesses use a combination of these modes, depending on the product. For example, you might import your bestsellers by air to avoid running out of stock, and send bulk top-ups by sea to save on cost.

When should I consider shipping goods on pallets?

If you’re sending more stock than a parcel courier can handle, but not enough to fill an entire container or truck, pallet shipping is often the best solution. It’s suitable for goods of various sizes and works well with air, sea, and road transport. Palletising helps protect your products, makes handling more efficient, and is a flexible option whether you're shipping just one pallet or several.

Step 5: Customs Clearance

Once your goods arrive in the UK, they need to go through customs. This involves declaring the goods, submitting documents, and paying any duties or taxes.

How do I clear customs for my e-commerce shipments?

Customs clearance is typically done by a broker or your freight forwarder. They submit the required documents, classify your goods correctly, and pay duties on your behalf.

How to avoid customs delays for e-commerce imports?

Use accurate documentation, double-check product classifications, and work with an experienced broker or freight forwarder to handle the process.

Step 6: Inland Transportation

After customs clearance, your goods need to be delivered to your premises, fulfilment centre, or warehouse. This is usually done by road freight from the port or airport. Your freight forwarder can arrange this final leg of the journey.

How Logistics Partners Simplify Importing for Ecommerce Businesses

This is where things get easier. A freight forwarder takes the pressure off you by managing the entire logistics process – from supplier to doorstep.

Think of them as your shipping coordinator. They plan the route, book transport, handle paperwork, deal with customs, and solve problems if things go wrong.

What Is a Freight Forwarder and Do I Need One for My E-Commerce Imports?

A freight forwarder consolidates, manages logistics, documentation, and customs. Yes – using one is highly recommended, especially if you're new to importing or scaling up.

Key Services They Provide

• Route Optimisation & Carrier Selection: They find the most efficient and cost-effective transport solution
  
  

• Consolidation:  They combine smaller shipments with others to reduce costs
  
  

• Documentation Management: They make sure everything is accurate and compliant
  
  

• Customs Brokerage: They act as your representative during customs clearance
  
  

• Warehousing & Storage: They offer short-term holding solutions if needed
  
  

• Tracking & Visibility: They provide updates on where your goods are
  
  

• Risk Management: They advise on insurance and handle issues if delays or damage occur
  
  

• Multi-Modal Solutions: They can coordinate different transport types to get the best outcome

Benefits for E-commerce

By working with a freight forwarder, you get:

• Time Savings: Spend less time managing logistics, more time growing your business
  
  

• Cost Efficiency: Avoid costly mistakes, benefit from better rates
  
  

• Reduced Stress & Complexity: Let professionals deal with the paperwork and processes
  
  

• Expertise & Compliance: Avoid penalties and stay on the right side of customs
  
  

• Scalability: Grow your import volumes without growing your internal team
  
  

Conclusion

Importing products for your online store might seem complex at first, but with the right guidance and support, it becomes a powerful way to grow your business. From choosing suppliers to clearing customs and arranging delivery, every step can be handled efficiently with the right freight partner by your side.